During the planning stage of an integrated marketing communications (IMC) program a firm will _________, specify the advertising objectives, set the budget, select the right promotional tools, and design the promotion.

Question

Quizplus · Accepted Answer

Identifying the target audience is a crucial step in the planning stage of an IMC program as it helps in determining the most effective promotional tools, messages, and channels to reach the intended audience. While stating the mission, pretesting the promotion, creating possible product bundles, and identifying advertising or promotional firms are important steps in the overall marketing strategy, they are not specifically related to the planning stage of an IMC program. Setting the budget and designing the promotion come after specifying the advertising objectives and selecting the right promotional tools.

During the Planning Stage of an Integrated Marketing Communications (IMC)