What factors would you consider when making marketing communication and budget allocation decisions?

Learning Guide #6

Reading Assignment

1. The University of Minnesota. (2010). Principles of marketing. Licensed under Creative Commons Attribution-NonCommercial-ShareAlike 4.0.

• Chapter 11 – Integrated Marketing Communications and the Changing Media Landscape
• Section 13.5 – Integrated Sales and Marketing
• Section 14.1- Customer Communities

2. Stokes, R. (2013). eMarketing: The essential guide to marketing in a digital world 5^THEdition [E-reader Version].

• Chapter 1 (pp. 4-10) – This chapter is an introduction into digital marketing

• Chapter 2 (pp.15-26) – This chapter explores Digital Marketing Strategy, the key terms, concepts and a Case study with Nike digital strategy

• Chapter 11 (pp. 294-300); (305-309); (311-313) – This chapter explores Online Advertising, key terms, concepts, objectives and a Case study with Toyota Prius.
• Chapter 15 (pp. 406-413) – This chapter explores Social Media Strategy, how to use social media to solve business challenges and Step-by-step guide to creating a social media strategy among others

• Doty, R. (2018, January 24). Integrated Marketing Communication & Ad Trends. Retrieved from https://www.youtube.com/watch?v=n2ZvdpCNcO0&t=5s This video explains Integrated Marketing Communication (IMC).

Discussion Assignment #6

In the discussion forum, you are expected to participate often and engage in deep levels of discourse.  Please post your initial response as early as possible and continue to participate throughout the unit. You are required to post an initial response to the question/issue presented in the Forum and then respond to at least 3 of your classmates’ initial posts.  You should also respond to anyone who has responded to you.

A major problem facing marketing managers is how to allocate their marketing communication budgets, for both traditional and digital media, in order to improve consumer attitudes, market shares, sales, and profits. In addition, managers are subject to organizational realities which include political and historical influences. With this in mind, respond to the following in the Discussion:

• What factors would you consider when making marketing communication and budget allocation decisions?
• How do these factors relate to the relative allocations between advertising and sales promotion?
• Be prepared to discuss and defend your choices in your response to your peers.