Marketing Communications

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Marketing Communications

94

Promotion Planning And Techniques

A good, smoother coordination and integration of marketing communication programmes can be achieved
when sales managers and advertising managers have equal status and report to a common superior.

CENTRALISATION OF PROMOTIONS

When a firm designs the promotion programmes, it is essential to consider who the firm should hold
for authority and responsibility for decision-making. Some firms may CENTRALISE both authority and
responsibility in the hands of top management executives while others DECENTRALISE by allowing
managers at lower levels make many of the decisions. If the firm is operating in a stable environment in
which most situations faced are predictable, centralization of decision can be advantageous.

ADVANTAGES OF CENTRALISATION

1. Top managers are better qualified to make decision than their subordinates.


2. More economical operations are possible, because centralization eliminates the need for
   having a number of highly paid executives down the organizational lines.


3. It eliminates the need for the duplication of staff at different organizational levels.


4. It ensures better coordination and control.


5. It enables the company to project a more consistent corporate image.