Promotion budgeting and control in the fast food industry
Barbara Jizba and Mary M K Fleming
Amounts established for promotional budgets need to be carefully determined in the light of what a firm wishes to accomplish. First the overall marketing objectives must be specified. Several methods can be used to set discretionary marketing budgets. Controls over promotion execution enable marketers to monitor progress and evaluate its efficiency and effectiveness. Despite difficulty in measurement, the long-term effects of a sound promotional programme result in profit improvements.
INTRODUCTION
The acceptance of promotion budgeting methods is due, in part, to the...