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Question Content Area

Ogden Publications, a publisher of a variety of magazines, uses integrated marketing communications to coordinate and achieve consistency across all aspects of its marketing efforts. Ogden$$s marketing department $$ consisting of a circulation team, a creative services team, a merchandise and events team, and a public relations team $$ searches for ways to collaborate more effectively with each editorial team so that there is consistency of key brand imagery and marketing messages across the company$$s various magazines, websites, and marketing materials. The circulation team is responsible for managing overall readership by using touch points such as direct mail, magazine insert cards, email campaigns, and newsstands. The merchandise and events team is charged with developing new products and identifying new events to attend. The creative services team provides creative development for marketing as well as the rest of the company. The PR team is responsible for gaining media exposure for Ogden. The overall message across Ogden$$s various magazines is that Ogden provides $$cool information that is relevant.$$

Suppose that Ogden Publications is interested in closely aligning its advertising expenditures with efforts to attain it key corporate goals. With this orientation, Ogden would most likely use which one of the following methods to determine the dollar amount to be spent on its marketing communications package $($or advertising budget$)?$

a$.$ The advertising budget is determined by focusing on the strategic advertising goal and then working backwards to determine a specific dollar amount.

b$.$ The advertising budget is determined on the basis the number of sporting events to be sponsored.

c$.$ The advertising budget is set to be comparable to what competitors are spending.

d$.$ The advertising budget is determined as a specified percentage of the previous year$$s sales.