WOLAITA SODO UNIVERSITY

COLLEGE OF BUSINESS AND ECONONICS

DEPARTMENT OF MARKETING MANEGMENT
Assessment of the effectiveness of promotional practice (in case of
commercial bank of Ethiopia in Sodo branch)

PREPARED BY ; G/MEKALE ZEWDU

ADVISOR: mr TAREKEG

FEB, 2024
WELAYTA, ETHIOPIA
Table of contents

ABSTRACT....................................................................................................................................................i
CHAPTER ONE............................................................................................................................................1
INTRODUCTION.........................................................................................................................................1
1.1. Background of the Study....................................................................................................................1
1.1.1. Background of Organization........................................................................................................1
1.2 Statement of the problem.....................................................................................................................2
1.3. Objective of the study.........................................................................................................................3
1.3.1. General objective of the study.....................................................................................................3
1.3.2. Specific objective of the study.....................................................................................................3
1.4. Research question...............................................................................................................................3
1.5. Significance of the study.....................................................................................................................3
1.6. Scope of the study...............................................................................................................................3
1.7. Limetation ot the study....................................................................................................
1.8 Defination of term...........................................................................................................
1.9 Organization of the study........................................................................

CHAPTER TWO...........................................................................................................................................5
LITERATURE REVIEW...............................................................................................................................5
2.1. Over view of promotion......................................................................................................................5
 2.2. Promotional mixes..............................................................................................................................5
2.2.1. Advertising...................................................................................................................................6
2.2.2. The Role of advertising................................................................................................................7
2.3. Sales promotion..................................................................................................................................7
2.4 personal Selling....................................................................................................................................8
2.5. Direct Marketing.................................................................................................................................8
2.6 Sponsorship..........................................................................................................................................9
2.7. Public relation.....................................................................................................................................9
2.8. Factor Affecting Effectiveness of Promotion Mix............................................................................11
2.8.1. Availability of funds...................................................................................................................11
2.8.2. Nature of product.......................................................................................................................12
2.8.3 Company Policies.......................................................................................................................12
2.8.4 Stage in product life cycle...........................................................................................................12
2.8.5 Push and pull strategy.................................................................................................................12

CHAPTER THREE.....................................................................................................................................14
RESEARCH METHODOLOGY.................................................................................................................14
3.1 Description of the study.....................................................................................................................14
3.2 Research design.................................................................................................................................14
3.3 Target Population...............................................................................................................................14
3.4 Sampling technique and sample size.................................................................................................14
3.4.1 Sampling technique.....................................................................................................................14
3.4.2 Sample size.................................................................................................................................14
3.5 Types and sources of data..................................................................................................................15
3.5.1 Primary data sources...................................................................................................................15
3.5.2 Secondary data sources...............................................................................................................15
3.6 Data collection instrument.................................................................................................................15
3.7 Data presentation, Analysis and instrument......................................................................................15

CHAPTER FOUR..............................................................................................................
BUDGET..........................................................................................................................
4.1 Establishing and allocation the promotional budget...............................................................
4.1.1 Budgeting Approach.............................................................................................
4.1.2 Top-down Approach.............................................................................................
4.1.3 Affordable Method.................................................................................................
4.1.4 Percentage of Sale Method..............................................................................................
4.1.5 Competitive Party Method..............................................................................................
4.2 Budget plan ......................................................................................................................
REFERENCE...............................................................................................................................................17

ABSTRACT
The study is conducting on the effectiveness of the promotional practice in case commercial
bank of Ethiopia Sodo branch. The objective of the study is to evaluating the communication
effort of the company and how large the communication tools it using acceptable to the society.
The source of data for this study is both primary and secondary. The primary source of data is
collected by questioner; interview and secondary data would be collected from books and
documents. The sampling techniques that would be used by the researcher were convenience
sampling methods that are non-probability sampling. The data would be analyzed by using
tabular and the study would be collected and the findings of the study were it contains 50
customers and 13 employees 80% (40) of them are male and 20% (10) were female, and around
50(25) customer found in18-30 age group and most banks customer around38% (19 customer
were diploma account holder. Most banks customer around 60% (30) customers heard a
promotional message about commercial bank of Ethiopia Sodo branch. Most of banks
respondents which are heard about commercial bank of Ethiopia Sodo branch through Television
media.
 CHAPTER ONE
INTRODUCTION
1.1. Background of the Study
Promotion defined as the coordination of all seller initiate effort to set up channel of information
and persuasion, to sell good and service or promote tool that the company use to persuasively
communicate customer value and build customer relationship. (George E. Belch and Michael.
Belch, 2005).Assessing the effectiveness of advertising and promotion dollar is an important
understanding for both consumer and producer group that find such group. In particular, the
result of such an assessment is key to development of future program and amendments to current
program (Kotler, 2007). According to Obasankehinda and Sovebyusuf A globally (2005)
business environment always witness change in various form with competition being pivotal
element in the change force. From 1850’s the focus on production business orientation change to
sales orientation in the early 1990 because of increased competition and form that time
companies tries to persuade customer to purchase their product (Obasankehinda and Sovebyyusu
A globally (2005).
Measuring effectiveness of promotional program is a critical element in the promotional
planning process. Research allows the marketing manager to evaluate the performance of
specific program element and provide input into the next period situation analysis. It is necessary
ingredient to continue planning, yet it is often carried out (Principle of marketing and Germy
Armstrong).
1.2 Statement of the problem
Developing control and integrated program of effective marketing communication involves the
process of coordinating the promotional mix element advertising, personal selling, public
relation, sale promotion sponsorship, direct marketing and interactive marketing. However, the
most effective promotion mix element is different from knowing the exact effect of advertising
personal selling or any other promotional tool on sale volume and profit will help marketer to
achieve the overall goal of marketing program but without knowing or measuring the effect or to
come of any marketing mix element employed fact that sustaining market would be difficult.
Different researches conducted by different researcher on effectiveness of promotion the
companies or marketers were not putting high emphasis on it rather focusing on other marketing
strategies. This study therefore focused examining the current practice, problem current
promotional mix and factor that affect the effectiveness of promotion and effectiveness of current
promotion mix element. Competition is increasing in higher rate in the business world. To win
this competition as well as to stay in a business, the business communicates effectively to its
customer. This can be made through the company communicating effectively its good and
service by using the right media and spokes Person in order to influence the attitude and behavior
of the target audience. Commercial bank of Ethiopia is communicating to its customer
effectively or not whether promotion mix of the company using currently is compatible with its
mission and objective and which promotion would be more useful to achieve their objective and
long-term relationship with customer, factor that effect the basic effectiveness of promotional
activity is discovered in this study
.1.3. Research question
• What are the objectives of promotional mix strategy of the bank?
• How the effective is present promotional activity of the organization?
• What are the factors affecting effectiveness of promotion?
• What are the problems that organization faces with current promotional method?

. 1.4. Objective of the study

1.4.1. General objective of the study ;The general objective of the study would be to assess the
effectiveness of promotional practice of Commercial bank of Ethiopia, in case of Sodo branch.

1.4.2. Specific objective of the study

To find out the objective attached to each promotional mix strategy.

To assess the effectiveness of present promotional strategy of the bank.
To identify the factors affecting effectiveness of promotional.
To assess the problems that organization face with current promotional method
.
1.5. Significance of the study
This study would be to assess the effect of promotion in commercial bank of Ethiopia Sodo
branch effectiveness of promotional practices. This would help the company to get high
acceptance in front of the customer by communicating effectively, to inform the organization
good communication to its customer, to let the organization known which promoting mix its
effective, it may create awareness to customers about promotional strategy on the bank services
and other related information and it can help to develop experience for researcher and detail
analysis in the area.
1.6. Scope of the study
Conceptually, this research entirely focuses on the role of financial institution in the growth of
assessment of the effectiveness of promotional practice in commercial bank of Ethiopia in Sodo town.,
Geographically, the study is limited to Sodo town, but did not cover the whole cities of the region.
Methodologically the researcher used the descriptive research design, because it is designed to obtain
information about the current phenomena and to draw conclusion from the fact discoveries. Time scope,
while conducting this study the researcher is studying started from month December up to the end of the
study in June
1.7. LIMITATION OF THE STUDY
 1. Small sample size: The study may only involve a small number of commercial banks, limiting the
generalizability of the findings to a larger population.

2. Biased results: The study may be influenced by various biases such as selection bias, response
bias, or measurement bias, which can impact the validity of the results.

3. Limited scope: The study may focus on only one aspect of the promotional mix, such as
advertising or sales promotions, without considering the integrated effects of all elements of the
promotional mix.

4. Lack of control: The study may not be able to control for external factors such as competitive
actions, economic conditions, or changes in consumer preferences, which can confound the results.

5. Time constraints: The study may be limited by time constraints, preventing a thorough analysis
of the long-term effectiveness of the promotional mix in commercial banks.

6. Lack of resources: The study may lack the necessary resources, such as funding, data, and
expertise, to conduct a comprehensive analysis of the effectiveness of the promotional mix in
commercial banks.

7. Ethical considerations: The study may face ethical considerations, such as confidentiality of data
or the potential harm to participants, which can limit the scope and validity of the research.

1.8 Defination of term

Optical promotional practices of a commercial bank refer to the use of visually appealing and
attractive marketing strategies to promote the bank's products and services. This may include
designing eye-catching advertisements, creating visually appealing promotional materials, and using
visually engaging marketing campaigns to attract customers and enhance the bank's brand image.
These practices aim to capture the attention of potential customers and create a positive impression
of the bank's offerings.

1.9 Organization of the study

The paper would be organized in four chapters. The first chapter contains the introduction part,
this includes background of the study, , objective of the study, Significance of the study, Scope of
the study, limitation of the study and the second chapter deals with related review literature, the
third chapter deals with research methodology and the chapter 4 deals with presentation and
analysis of data and finally chapter 4 contains, conclusion and recommendation.
 CHAPTER TWO
LITERATURE REVIEW
2.1. Over view of promotion
Promotion defined as the coordination of all initial effort to set up channel of information and
persuasion to well good and service or promote an idea whole an implicit communication occurs
through the various mix of marketing. Most of an organization communication with the market
place as part of carefully planned and controlled promotional program. The basic tool used to
accomplish an organization communication is often referred to as the promotional mix (Belch,
2005).
Promotion is the marketing function concerned with per suavely communicating the target
audience. The component of marketing program is in order to facilitate exchange between the
market and consumer and to help satisfy the objective of the both, (Burnet, 2003).
Promotion is one of the marketing mix element and term used frequently in marketing. The
elements are personal selling, advertising, sale promotion, direct marketing and publicity.
A promotional mix is specific how much attention to pay to each category, and how much money
to budget for each. A promotional plan can have wide range of objective including sales increase,
new product acceptance, creation of brand equity, positioning, competitive retaliation or creation
of corporate image fundamentally, however there are basic objective of promotion: These are: -
• The present information to consumer as well as other.
• Increase demand.
• To differentiate product.
There is different way to promote product indifferent area of media promoter use internet
advertisement, special event, endorsement and new paper to advertise their product. Many times,
with the purchase of product there is an incentive like discount, free item or a contest. This is to
increase the sales of the given product. (Kotler, 2005).
2.2. Promotional mixes
Promotional mix is the market bag of tools for communication with customer and other state
holders. All of these many tools must be carefully coordinate under the concept of integrating
marketing communication in order to deliver a clear and compelling message (Kotler, 2007),
there are five main aspects of promotional mixes. These are: advertising; presentation and
promotion of idea, good or service by an identified sponsor. Personal selling, Sale promotion,
public relation and direct marketing. Corporate image may also be considered as the six aspects
of promotion mix. The image of an organization is a crucial point in marketing. In the reputation
of a company is bad, consumer is less willing to buy a product or use a service from this
company as they would have been, If the company a good image. Sponsoring is sometimes
added as the 7th aspect (Belch, 2005). According to J Paul peter (2004) the promotion mix
concept refer to the combination and type of non- personnel communication. The organization
put forth during specific period. There are 5 elements of the promotion mix, for which are non-
personnel form of communication (advertising, sale promotion, public relation and direct
marketing) and one, personnel selling which is a personnel form of communication.
2.2.1. Advertising
Advertising is a paid form of non- personnel communication about an organization, its product or
its activities that is transmitted through mass media to a target audience. The mass medium might
be TV, Radio, Newspaper, Magazine, Outdoor display, car cards or directories (Peter, 2004).
Objective of Advertising
There are at least three different view point take in attempt to evaluate the contribution of
advertising to the economic health of the firms. The generalist view point is primarily concerned
with sale, profit, return on investment and so forth. At the other extreme the specialist point is
primarily concerned with measuring the effecting of specific advertising. Building on what was
said earlier; objective for advertising can assigned that focus on creating awareness, aiding
comprehensive developing convention, and encouraging ordering. With each category, more
specific objective can be developed that take in to account time and degree of success desired.
An advertising plan is composed of essentially, three elements.
The message or what is to be used
The media or how the message will be conveyed
The timing, manner in which the message will be carried (Fill, 2006).
According to (Kotter, 2007), advertising objective can be classified as according to whether to;
• Inform
• Persuade
• Remind
• Informative advertising
Communicating customer dealing the market about new product explain how to the product
work suggestive new use for the product.
It informs the marketing of price changes, describing available service, correcting false
impression, building brand and company image (Kotter, 2007).
Persuasive Advertising
Building branch preference encouraging, switching to your brand changing customer perception
of the product attitude.
It persuades customer to purchase now, persuading customer to perceived sales call, concerning
customer to tell after about the brand.
Reminder Advertising
Maintain customer relationship through the reminding the product may be needed in to near
future. It reminding customer to buy product, Keeping brand in customer mind during off season.

2.2.2. The Role of advertising

The role of advertising in the promotional plan is an important one. Advertising, whether it be
an international, national, local or direct basis, is important, as ethical influence audience
informing or reminding them of the existence of the brand or alternatively by persuading or
helping, they differentiate produce organization from other sin the market. Advertising can reach
huge audience with simple message that present opportunities to allow receiver to understand
what is primary function is and how it relates to all the other similar product his main function of
advertising: to communicate with specific audience these may be consumer or organization
based (Fill, 2006).
2.3. Sales promotion
Whenever a market increases the value of its product by offering an extra incentive
To purchase a brand or product it is creating a sale promotion. In most case the objective of sale
promotion the promotion is to encourage action, although promotion (we will use the promotion
to refer to sale promotion can also help build brand identify and awareness (Burnet, 2003).
According to George Belch, (2003) Companies sale promotion can tool- coupons, premium and
quicker buyer response. Sale promotion can be used for short run such as to high light product
offer and boost sagging sales. Sale promotion tool offer three distinct benefit Communication:
they gain attention and may lead the consumer to the product.
Incentive: they incorporate some concessions, inducement or contributions that give value to the
consumer.
Invitation: they include a distinct invitation to engaged in the transaction now.
According to George Belch, (2007) Sale promotion is an activity or material that offer customer,
sale personnel, add values to or incentives for a product, might take the form of coupons, sweep
takes, refund or display.
Common sales promotion techniques used by a company based on the target audience are follow.
• Coupons
• Cons rebates
• Premium (gift)
• Free sample
• Contests
• Trade show and exhibitions
2.4 personal Selling
It is a process of helping and persuading one or more prospects to purchase good or service or to
action any idea through the use of an oral presentation (Kotler, 2007). Personnel selling
communication of information to persuaded somebody to buy something. Individual personnel
communication of information in contrast to the mass, impersonal communication of advertising,
sale promotion and other tools.
Personal selling is flexible
Advantage
• Allowing for two ways interaction
• Tailoring of the message
• Lack of destruction
• Involvement of in the decision process
• Source of research information
Disadvantage
• Inconsistent message
• Sale force management conflict
• High cost
• Poor reach
2.5. Direct Marketing
straight to the customer, with advertising techniques such as mobile messaging, email, in- It is a
cannel – agnostics form of advertising that allow business and nonprofit to communicate to
attractive consumer website, online display, catalogue distribution, promotional letter and
outdoor advertising (Fill, 2006).
Direct marketing is much than direct and order catalogue. It involves a variety of activities
including data base management, direct selling, and Tele marketing and direct response
advertising through direct mail.
2.6 Sponsorship
According to George Belch, (2007), sponsorship is a cash or any kind of fee pay to a property
(which maybe sport, entertainment or nonprofit event or organization) in turn for access to the
exploitable commercial potential associated with the property.
It is getting involves in event in order that an organization can achieve objective such as
increased awareness level, enhanced reputation and thus build companies brand image.
2.7. Public relation
The word public relation refers to relationship with various state holders, public relation any
communication about the organization product or policies through media that is not paid by the
organization.
Public relation is not identifying sponsor public relation is free or low cost of way of
communication. It is print story (Kotler, 2007).
In fact, the main subspecialist in the field public affairs, media relation, employee relation and
financial relation call attention to important relationship with such group as the general public,
the media employees and the financial community.
. Financial relation: includes all the communication effort and at the financial community such as
press release sent. To business publication, meeting with investor and analysis and the annual
report which the federal government requires of publicly companies. Public affair: program focus
on corporate communication with government and with public on issue related government’s
regulation, (George Belch and Michael Belch 2001).
Corporate relation: program focuses organizational image and reputation. To persuaded public to
view the company in positive right.
2.8. Factor Affecting Effectiveness of Promotion Mix
2.8.1. Availability of funds
The funds available for promotion are basic determinant of the promotional mix. In the absence
of adequate fiancé, company cannot afford a costly strategy even if it effective one. It has
formerly most on personal selling, dealer display and cooperative advertising, lack of adequate
fund the efficient of promotional program of a cognitional (Kotler, 2013).

2.8.2. Nature of product

Promotion strategy may differ from product to product depending on a product feature and its
usage. For example: the strategy suitable for consumer product may not have same result in case
of industrial product. Within category of consumer goods, a promotional mix is influenced by
whether the product in question in a convenience shopping. Item advertising can make strong
contribution is marketing of consumer goods. While Personal selling in industrial product
(Kotler, 2012).
Nature of the market the nature of market is directly associated with the promotional decision. It
can influence the decision process number of ways. For example: advertising may not prove an
effective promotional comparing if the market concentrated in a particular group or localized in a
particular area (Belch, 2012).

2.8.3 Company Policies

Sometimes marketing executive have to strictly follows the company policies while designing
the promotional mix of the company. Assume sometimes they show inability to formulate and
appropriate promotional strategy it is goes gain company traditional policies built over the year.
Thus, sometimes firm take pride in advertising their product through some particular media even
through advertising result of such media are pool of compared to other.

2.8.4 Stage in product life cycle

Each stage of product life requires promotional strategy to suit the respective feature (condition)
of each stage. Marketing executive have to keep in mind the particular stage of product life
cycle while training the promotional mix of a concern. In the introduction target, promotion aim
to create awareness of the product among the customer which can be sufficiently done through
advertising (Kotler, 2010).

2.8.5 Push and pull strategy

Push strategy: It describes the work of a manufacture of a product needs to perform to get the
product to the consumer.
Pull strategy: It refers to the customer activity.
Seeking out retailer and placing order for stock due to direct consumer demand (Fill, 2006).
Promotion practice is to attract customer purchase because of internal and external factors
marketing association claimed that promotional practice all marketing activities that stimulate
customers purchase and the effect or seller It is different from personal selling, advertising,
selling promotion & pull customer promotion practice short term marketing activity under
taking producers s& sellers. (Asker1973).
Promotional practice and customer research shout only discussed the relationship b/n them in the
past. There for, the result of this research should that this r/n ship was instable. Some
Researchers state that promotional practices should negative effects on customer (Grover and
Sonny Am 1992.
Some researchers found that promotional practice have negative effect on customer- winner
(1986)
However, some research should the promotional practice have no effects in customer Nissin and
Sheen maker (1989)

CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Description of the study
The study will conduct in Sodo Aman town the capital city of Bench Shako in south western
region
Ethiopia. Located about 168km, south west of Jima ,561 km far away to south west Addis
Ababa
Ethiopia. Sodo Tefera has in latitude and longitude of 70 North and 35 and elevation of 1451
meter. The
Major economic activities of the population in these areas are mostly non agriculture,
particularly coffee
Production and mixed agriculture.
3.2 Research design
The researcher was used the descriptive research design, because and it is designed to obtain
information about the current status of phenomena and raw conclusion from the fact discoveries
3.3 Target Population
The researcher was tries to find basic and valid information for the research from the customer
and employee at Commercial bank of Ethiopia Sodo branch. The customers that the researcher
selects from account holder. The number of populations of customer of Commercial of Ethiopia
Sodo branch who had hold current account is more than 10000 and total number of employees
53.
3.4 Sampling technique and sample size
3.4.1 Sampling technique
In this research the researcher would be use convenience sampling which is non probability
sampling technique.
This is because the probability sampling selecting is not known and it is impossible to get all
customer at one time, in all form of study it would be idea to test for the entire population but in
most case, the population is just too large that is the reason why most researchers rely on
sampling technique like convenience sampling the most common of all sampling technique.
Many researchers prefer this sampling technique because it fast in expensive easy and the
subjective are readily available. It is also useful in documenting that a particular quality of
substance or phenomena occurs in a given sample.

3.4.2 Sample size

In this research the researcher used convenience sampling technique because account holding
customer doesn’t get on time. Since it is not possible to take the whole population of the study
the researcher used 60 samples from the customer conveniently and 13 samples from employees
of the organization. In addition, interview is conducted with the manager of the bank. Generally,
the researcher used a total of 74 sample size from the customer, the employee’s and the bank
manager.
3.5 Types and sources of data
In the process of relevant data, the researcher would use both primary and secondary data.

3.5.1 Primary data sources

Primary data sources: would be collect through questionnaires, interviews and observation
would be collected.
3.5.2 Secondary data sources
Secondary data sources: would be collected through, like book, literature webpage and different
documentation would be used source.
3.6 Data collection instrument
The major data collection methods that would be used in this study would be:
Question to the employees as well as for the customers. Interviews the companies manager
and the observation to assess the services given environment.
3.7 Data presentation, Analysis and instrument
The collected data would be processed manually and data would be analyzed by using simple
analytical tool such tabulation and percentage to represent the analyzed dat

CHAPTER FOUR
BUDGET
4.1 Establishing and allocation the promotional budget
- Establishing the budgeting objectives is important parts of planning process, the limitation of
the budget is important to. No organization has unlimited budget, so objective must be set with
the budget in mind of them when we think of promotional expenditure of firm, we think only
about the huge amount being spent.
The budgeting decision have a significant impact not only on the firm itself but also on numerous
offers involved directly or indirectly or indirectly (Belch, 2001).

4.1.1 Budgeting Approach

The theoretical approach to establishing the promotional budget is seldom employed. Number of
methods developed:

4.1.2 Top-down Approach

These budgets are essentially predetermined and have no true theoretical basis.

4.1.3 Affordable Method

A firm can determine the amount to be spent in various areas such as production and operation.
Then it allocates what is left to advertising and promotion, considering this to be the amount it
can afford. The task to be performed by the advertising or promotion function are not considered
and the livelihood of under or over spending is high as giddiness for measuring the effect of
various budget are established (Belch, 2007).
Arbitrary allocation: in which no theoretical based is considered and the budgetary amount is
often set by that. That is the budget is determined by management solely on the basis of what is
felt to be necessary, no obvious advantage.

4.1.4. Percentage of Sale Method

Most commonly used method for budget setting (particularly in large firms) is the percentage of
sales method.
According to Philip Kotler (2006) percentage of sale method has difference advantage. First:
promotional expenditure will vary with what the company can afford. This satisfies financial
manager, who believe that expense should be closely related to the movement of corporate sale
over the business cycle.
Second: It encourage management to think of the relationship among promotion cost, selling
price and profit unit.
Third: It encourages stability when competing firm spends approximately the same percentage
of their sale on promotion.

4.1.5 Competitive Party Method

In the competitive the party method, manager established the budget amount by matching the
completion percentage of sale expenditure. The argument is that setting budget in this fashion
take advantage of the collective wisdom of the industry. It also takes the completion in to
consideration which lead to stability in the market place by minimizing marketing welfare
minimizes un usual or un realistic advertising expenditure (Belch, 2007).
According to Philip Kotler (2012) two arguments are made in support of the competitive party
method. One is that competitor’s expenditure represents the collective wisdom of the industry.
The other is that maintaining competitive party prevents promotion was neither argument is
valid. There is no ground for believing that competitor no better.
Return on investments
In this advertising method advertising and promotion are considered investment, like plant and
equipment. Thus, the budgetary proportion (investment) leads to certain return like other aspects
of the firm offer.
Advertising and promotion are expected to earn certain return (Belch, 2012)
Objective and task method
According to Philip Kottler (2012) the objective and task method use build up approach
consisting of three steps.
Determining communication objective to be accomplished.
Determining the specific strategies and task needed to attain and
Estimating the specific associated with performance of strategies and task.
The total budget is based the accumulation of these cost. Implementation objective and task
approach is somewhat more involved.
The manager must monitor this process throughout and change strategies depending on how
well objective are attained. According to Philip Kottler (2012) the objective and task method call
up on. Markets develop promotion budget by defining specific objective3.8 Time plan
Activity SEP OCT NOV DEC JAN FEB MAR APR MAY GUN

Tittle selection
Tittle approval
Proposal presentation
Review literature
 Instrument selection
Data collection
Data analysis

Frist draft
Draft collection
feedback

Defense

4.2 Budget plan

No Material requirement Unit cost Number of unit Total
cost
1 Pen 20 5 100
2 Paper 3 70 210
3 Telephone expense 10 15 150
4 Transport cost 100
5 Internet 100 1 100
6 Miscellaneous expense 45 10 450
7 Typing and printing 550
Total 1660

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4. Fill Chris (2006), marketing communication 4th edition
5. J. Paul Peter James H Donnelly JR (2004), marketing management international edition
6. Philip Kotler James. Donnelly, JRC (2012), marketing management international edition MC a
raw hill
7. Philip P Kotler Keller marketing 12 editions Prentice Hall, India
8. W.F, Arenes (1999), contemporary advertising 7th edition new work