UG Marketing Budget Analysis for The Dove Real Beauty Campaign Essay
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The topic of budgeting can be approached top down and bottom up. The top down approach starts at the corporate financial and strategic level. Makes a calculation what budget is needed launch and run the campaign. At the same time marketing commits to campaign objectives like a Return on Investment (ROI) that will be met by the campaign. For your campaign you will work bottom up. You will make a calculation what the costs of this campaign could have been. What does the campaign budget calculation look like? What items are on it? Do you have any idea what the amount of money needed for each of those items could have been?
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