1. Explain why making analytical decisions about a communications mix and the different methods of marketing communications are combined together in an optimum way. Provide examples.
2. What are the differences between a task-based method versus and percentage of revenue method for creating a sales budget?
3. Successful airlines spend money on each communication technique mentioned in chapter 10, i.e. sponsorship policy, database marketing, etc., in a rigorously planned and strategic way. Explain these techniques in detail. Provide examples.