A major problem facing marketing managers is how to allocate theirmarketing communication budgets,for both traditional and digital media,in order to improve consumer attitudes, market shares, sales, and profits. In addition, managers are subject to organizational realities which include political and historical influences. With this in mind, respond to the following in the Discussion:

• What factors would you consider when making marketing communication and budget allocation decisions?
• How do these factors relate to the relative allocations between advertising and sales promotion?