The objective-and-task method uses past sales and communication activities to determine the present communication budget.

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The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives. To use this method, the retailer first establishes a set of communication objectives and then determines the necessary tasks and their costs. The total of all costs incurred to undertake the tasks is the communication budget.

The Objective-And-Task Method Uses Past Sales and Communication Activities to Determine