PROCEDURE OF PLANNING ADVERTISING BUDGET: A COMBINED APPROACH

Abstract

Effective redistribution of financial resources, including investing in promotional projects with developing new brands is impossible without careful planning of financial flows within the company. The decision regarding advertising budget due to the financial capacity and marketing objectives that the company is trying to solve with the help of advertising. In the article a phased a multi-stage procedure of planning the advertising budget is determined by the content of each stage procedure budgeting advertising campaigns is proposed.