Which approach to developing a marketing communications budget is often viewed as being the most effective?

A) Objective and task

B) Percentage of sales

C) What we can afford

D) Payout planning

Sol54:

The approach to developing a marketing communications budget that is often viewed as being the most effective is the objective and task approach. This approach involves setting specific communication objectives and then determining the tasks necessary to achieve those objectives, along with the associated costs. By focusing on specific objectives and the necessary tasks to achieve them, this approach provides a clear and measurable basis for determining the appropriate budget, as well as ensuring that the budget is allocated in a way that maximizes the effectiveness of the communications program. In contrast, other approaches such as percentage of sales, what we can afford, and payout planning may be less effective as they do not necessarily link the budget to specific objectives and may not consider the full range of activities necessary to achieve those objectives.