Place each advantage ana disadvantage next to the appropriate promotional Bottom-up approach focused on what the organization wants to achieve, which helps to make sure each dollar is invested in the most appropriate promotional element. Fiscally conservative, top-down approach that helps to make sure that promotional elements don't break the budget for your new company Simple method that makes sure that the promotional budget grows as your company grows. Guarantees virtually nothing except that the money you allocate will be spent. Requires more of your time and judgment to decide on the required tasks. The promotional budget gets reduced at times when your company is struggling with lower revenues