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Marketing Objectives and Marketing Budget Template
in planning for advertising communications and promotions, and in planning for a potential integrated
marketing communications campaign, a business first has to consider the marketing objectives for the new
product and decide on the overall purpose for the advertising.
In most cases, sales (absolute volume) and possibly market share (relative volume) goals are the primary
objectives. Occasionally, strategic goals are made or profit goals, however, these strategies are put in
place for special conditions.
Good marketing and product managers estimate the amount of advertising/marketing that will be needed
to guarantee the required sales volumes over the planned timeframe.
Sample marketing budget template
Budget Category
Year
Current Programs New Programs
Advertising
Advertising Specialties and Premiums
Merchandising
Publicity/Public Relations
Analyst Relations
Event support—Product Level
Event support—Corporate Mandate
Endorsements
Sales Incentives
Sales Support
Sales Training
Customer Service Support
Creative Services
Copywriting
Publishing/Printing
Fulfilment
Web Site Design
Web Site Maintenance
Corporate Program Support
Product Design Services
Consulting Services
Customer Visits
Customer Councils/Advisory Boards
Beta or Field Trial Support Programs
Other Marketing Services and Expenditures
Design and Packaging Services
Branding Support
TOTAL FUNDING REQUIRED