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Unformatted text preview: ctive and Task Method­ company sets its promotion budget bas on what it wants to accomplish with promotion. It entails three things Defining specific promotion objective Determining the tasks needed to achieve these objectives • Estimating the costs of performing these tasks • The sum of these costs is the proposed promotion budget Shaping the Overall Promotion Mix • The concept of integrated marketing communications suggest that the company must blend the promotion tools carefully The Na...
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