Setting the Marketing Budget

This section should lay out spending requirements necessary for meeting the plan's objectives. It is expected that several tables and graphs will be presented along with narratives explaining important budget issues. (Length: 2-3 pages)

• Outline spending requirements for each tactical marketing decision
  • Breakdown each tactical category
    • e.g., types of advertising, types of services offered, marketing research expense, etc.
  • Show detailed spending timetable by:
    • Month
    • Year
  • Show spending by:
    • Product (if plan is for more than one)
    • Segment/Geographic area
    • Distribution Network/Channel

• Part 5: Budgeting, Performance and Implementation  :BACK
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