Marketing 5th Edition by Dhruv Grewal,Michael Levy

Exercise 13

As an intern for Coca-Cola, you have been asked to help with developing an IMC budget. The objective of the IMC strategy is to raise Diet Coke's market share by 2 percent in the United States in the next 18 months. Your manager explains, "It's real simple; just increase the budget 2 percent over last year's." Evaluate your manager's strategy.