Debra is the brand manager for Tide laundry detergent, marketed by Procter & Gamble, and she is making the brand-level fundamental decisions in the marketing communications decision-making process. Discuss what she will be considering

The fundamental decisions in the brand-level marketing communications decision-making process include:
1 . Targeting. Targeting lets marketing communicators deliver messages more precisely and prevent wasted coverage to people falling outside the intended audience. Selection of target segments is a critical step toward effective and efficient marketing communications for both business-to-business companies and business-to-consumer companies. Companies identify potential target markets in terms of demographics, lifestyles, product usage patterns, and geographic considerations.
2 . Positioning. A brand's position represents the key feature, benefit, or image that it stands for in the consumer's or the target audience's collective mind. Debra must decide on Tide's positioning statement, which is the central idea that encapsulates the brand's meaning and distinctiveness vis-à-vis competitive brands in the laundry detergent category.
3 . Setting Objectives. Marketing communicators' decisions are grounded in the underlying objectives to be accomplished for a brand.
4 . Budgeting. Financial resources are budgeted to specific marcom elements to accomplish desired objectives. Different budgeting methods include top-down budgeting (TD), bottom-up budgeting (BU), or a combination of the two (bottom-up/top-down budgeting [BUTD] or top-down/bottom-up budgeting [TDBU]).