Situation Analysis on Marketing Budget

In class we discussed a carryover effect of advertising spending. Imagine I’m a very important future client – the owner of a competitive Subaru dealership. You’ve just presented the marketing plan to me. I buy into some of your strategies and tactics, but I’m reluctant to commit to an ongoing budget that includes media expenditures every month. Present your argument for treating the marketing the budget as more than a one-year experiment.