Determining the Budget of Marketing Communication in Big Advertisers
<p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; font-family: "Times New Roman",serif; mso-ansi-language: EN-US;" lang="EN-US">This study aims t...
Main Authors: | , |
---|---|
Format: | Article |
Language: | Portuguese |
Published: |
Universidade Nove de Julho
2015-09-01
|
Series: | REMark: Revista Brasileira de Marketing |
Subjects: | |
Online Access: | http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2828 |
id |
doaj-8f37742e57494404b89dfa343d3d8a66 |
---|---|
record_format |
Article |
spelling |
doaj-8f37742e57494404b89dfa343d3d8a662020-11-25T02:18:00ZporUniversidade Nove de JulhoREMark: Revista Brasileira de Marketing2177-51842015-09-0114333534910.5585/remark.v14i3.28281759Determining the Budget of Marketing Communication in Big AdvertisersFabiano Palhares Galão0Edson Crescitelli1Universidade Federal da Grande DouradosUniversidade de São Paulo<p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; font-family: "Times New Roman",serif; mso-ansi-language: EN-US;" lang="EN-US">This study aims to analyze the criteria and procedures adopted by companies for determining the budget communication. Specifically, we intend to identify how companies organize the system of deciding the budget and deal with the budget cuts throughout the process of implementation of promotional activities. The data collection involved in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we have chosen content analysis. The main results showed little or no participation by the communication manager's final decision on the budget area, the lack of criteria to justify budget cuts during the promotional period and the adoption by firms of judgment methods and percentage of sales to determine the budget amount of communication</span></p>http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2828MarketingComunicação de Marketing |
collection |
DOAJ |
language |
Portuguese |
format |
Article |
sources |
DOAJ |
author |
Fabiano Palhares Galão Edson Crescitelli |
spellingShingle |
Fabiano Palhares Galão Edson Crescitelli Determining the Budget of Marketing Communication in Big Advertisers REMark: Revista Brasileira de Marketing Marketing Comunicação de Marketing |
author_facet |
Fabiano Palhares Galão Edson Crescitelli |
author_sort |
Fabiano Palhares Galão |
title |
Determining the Budget of Marketing Communication in Big Advertisers |
title_short |
Determining the Budget of Marketing Communication in Big Advertisers |
title_full |
Determining the Budget of Marketing Communication in Big Advertisers |
title_fullStr |
Determining the Budget of Marketing Communication in Big Advertisers |
title_full_unstemmed |
Determining the Budget of Marketing Communication in Big Advertisers |
title_sort |
determining the budget of marketing communication in big advertisers |
publisher |
Universidade Nove de Julho |
series |
REMark: Revista Brasileira de Marketing |
issn |
2177-5184 |
publishDate |
2015-09-01 |
description |
<p class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: justify;"><span style="font-size: 10.0pt; mso-bidi-font-size: 11.0pt; font-family: "Times New Roman",serif; mso-ansi-language: EN-US;" lang="EN-US">This study aims to analyze the criteria and procedures adopted by companies for determining the budget communication. Specifically, we intend to identify how companies organize the system of deciding the budget and deal with the budget cuts throughout the process of implementation of promotional activities. The data collection involved in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we have chosen content analysis. The main results showed little or no participation by the communication manager's final decision on the budget area, the lack of criteria to justify budget cuts during the promotional period and the adoption by firms of judgment methods and percentage of sales to determine the budget amount of communication</span></p> |
topic |
Marketing Comunicação de Marketing |
url |
http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2828 |
work_keys_str_mv |
AT fabianopalharesgalao determiningthebudgetofmarketingcommunicationinbigadvertisers AT edsoncrescitelli determiningthebudgetofmarketingcommunicationinbigadvertisers |
_version_ |
1724883814094733312 |