Problem: IMC Budgeting Process for P

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5. Review Chapter 18: Integrated Marketing Communications, then give an answer:

Imagine that you work for Puma and are tasked with producing an IMC campaign with the goal of increasing market share by three percent. First, you decide to use traditional and online advertising and public relations to achieve this goal. Finally, you determine the cost of each product to determine the communications budget. What type of IMC budgeting process is used? Evaluate your strategy compared to the competitive parity budgeting process.