Case Study: BBVA

What is the best way for BBVA to allocate its next year budget? 

In your answer:

• identify your key marketing strategies that drives your decision making. These may be bullet points.
• make sure to identify objectives for the next year's campaign using the data in the case. These may include overall brand measures (i.e.: brand awareness) and/or specific measures of the marketing campaign itself (i.e.: share of voice, impressions, applications, etc.) These may be bullet points.
• Define the promotional mix elements you select and explain your selection, especially if it differs from BBVA's previous selections.
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