What is the distinction between top-down (TD) and bottom-up (BU) budgeting? Why is BUTD used in companies that are more marketing oriented, whereas TDBU is found more frequently in finance-driven companies?
Answer to relevant QuestionsWhy do you think that the trend in marcom budgeting is toward increased expenditures on promotions and reduced advertising spending? The following quote from an advertising executive appeared in the chapter in the section under key IMC feature #2: “At the end of the day, [marcom agencies] don’t deliver ads, or direct mail pieces, or PR and corporate ...Assume that your college or university has had difficulty getting nonstudent residents in the local community to attend basketball games. Your school’s athletic director requests that an organization you belong to (say, a ...Sugar-substitute products have been available for years. The two historically leading brands in this category are Equal (blue package) and Sweet ’N Low (pink package). More recently, a yellow-packaged product named Splenda ...SUVs have names such as the Ford Explorer, Chevy Tahoe, Nissan Armada, Mercury Mountaineer, Lincoln Navigator, Infinity QX-4, Jeep Wrangler, Toyota Highlander, Cadillac Escalade, and so on. Suppose you worked for an ...
Post your question