Balance between Online and Offline Marketing Investments

Abstract

Companies can develop their actions using traditional forms of promotion, as well as those related to the digital environment. One of the major challenges of a company is the determination of the marketing budget, mainly in order to perform the apportionment between what should be invested in the offline and online categories and in the Above The Line (ATL) and Below The Line (BTL) means of communication. This is mainly due to the short period of experience in the digital environment–specifically with regard to online and BTL. This research involving 50 interviewees presented the difficulties that companies have in determining the values and distribution of the marketing budget in those strategies that can bring the best results.