-Discuss why some marketers consider the allocation of media dollars to digital and social media at the expense of traditional media to be “knee-jerk reaction.”
-Why are the affordable and arbitrary allocation budgeting methods considered to be very poor budgeting methods?
-Explain why communications measures may be better to use than sales or market share objectives when developing the IMC plan.
(Advertising and Promotion, Chapter 7, 11th Edition, Belch)