Payout plan - PowerPoint PPT Presentation

Chapter 6 The Advertiser’s Marketing/ Advertising Operation

Chapter 6 The Advertiser’s Marketing/ Advertising Operation. Objectives_1. Understand The marketing service system Integrated marketing brand management How advertising budgets are set Advertising goals versus marketing goals Agency-client relationships. Corporate and Market Changes .

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Bottom-Up Budgeting

Total Budget Is Approved by Top Management. Cost of Activities are Budgeted. Activities to Achieve Objectives Are Planned. Promotional Objectives Are Set. Bottom-Up Budgeting. Bottom-Up Budgeting. Objective and Task Method Payout Planning Quantitative Models. Objective and Task Method.

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