This article throws light upon the two key issues relating to consumer’s needs. The key issues are:- 1. The Number and the Nature of Basic Needs 2. The Intensity of Motivated Behaviour. Key Issue # 1. The Number and the Nature of Basic Needs: There is no universal agreement regarding the number and nature of basic needs or internal need [...]
This article throws light upon the top nine factors influencing the advertising budget allocation. The factors are: 1. Marketing Mix of the Company 2. The Sales Forecast 3. Affordability 4. The Product Life Cycle 5. Quality of the Campaign 6. Level of Competition 7. The Budgeting Cycle 8. Contingency Planning 9. Type of the Product. Factor # 1. Marketing Mix [...]
The advertising budget is primarily a blue print of a projected advertising plan of action by an organisation for a definite period of time. Its fundamental purpose is to aid in securing control over advertising and is accompanied by comparing actual attainments against the projected allocation and using it as a yardstick in determining the effective use of advertising. Advertising [...]