The “Goal and Task” method is the most logical method for developing a promotional budget. It involves three basic steps: 1) Defining specific promotional goals (e.g., 50% awareness); 2) Defining the tasks that are necessary to achieve these goals (e.g., media advertising, PR); and 3) Estimating the costs of implementing these tasks.
The proposed promotional budget is the sum of these estimated costs. This method requires management to clearly define the relationship between costs, the level of spending, the tasks performed, and the results achieved, making it results-oriented.
