According to an integrated marketing communications planning model, which of the following activities is best associated with the step of "analysis of promotional program situation?"

Question

Quizplus · Accepted Answer

The step of analysis of promotional program situation involves analyzing the current situation, including consumer behavior, market trends, and competitor activity, among others. Therefore, analyzing consumer behavior is best associated with this step. The other choices are more appropriate for later steps in the planning model, such as developing selling roles and responsibilities (setting up the sales force), setting advertising objectives (establishing promotional goals), purchasing media time and space (media planning and buying), and setting a tentative marketing communications budget.

According to an Integrated Marketing Communications Planning Model, Which of the Following