Determining how much to spend on communications activities can be a difficult decision. The common practice would appear to rely on rules of thumb that may have little justification. Judgmental decisions can very easily fall into the trap of personal biasness. The following four popular methods to consider are:
Thus, even if we adopt an objective and task approach, we may start off by looking at what the competition are spending (competitive parity approach) if only to determine what is our likely spend.
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