Yet even the commission could not resist the temptation to have fun with Mum's and Dad's money. It asked for a nominal 5.9% increase in the EU budget for 2011.
Social marketers must balance these considerations, and often end up charging at least a nominal fee to increase perceptions of quality and to confer a sense of "dignity" to the transaction.
The mix between nominal and real effects would depend on how much they have to pay new workers, how long they think there will be an increase in demand for their products, and so on.