26. The budget funds all of the initiatives that move a prospect who is predisposed to want the product down the road to purchase, such as: in-store displays, sweepstakes, premiums, imprinted apparel, and trade show giveaways. a. trade show budget b. direct sales budget C. sales promotion budget d. advertising budget 27. What is the first step in building a realistic, objective-based advertising/marketing budget? a List the possible delivery media for cach communication option. b. Clearly define your marketing objectives and make sure they are measurable. C. Consider the pros and cons of each medium and the likelihood of achieving effective reach and frequency. d. List the best marketing communication options for each objective