This article gives a really good over view in explaining the role of objectives when it comes to allocating a budget for a promotional campaign. Highlighted in this article is the vital role of establishing clear objectives in order to allocate budgets effectively. “Integrated marketing communications objectives are statements of what various aspects of the IMC program will accomplish. It must be translated into communication goals and specific promotional objectives. In general an objective should be SMART, i.e. Specific, Measurable, Attainable, Realistic and Time-bound”. This will enable resources to be distributed accordingly and allow for the best results. I agree with the article that once a budget has been allocated the next best thing to do is allocate different channels of promotion to be able to utilize the campaign best, it does also make the point that there are also a number of factors in which can affect a budget for promotional activities such as the market size and organisational characteristics. It makes an important point that organisations are now able to reach consumers in more direct ways through the rise of social media sites etc, therefore it is essential for marketers to understand how these activities will effect the end result as set out by having objectives
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