During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, _________, and design the promotion.

Question

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After setting the budget, the next step is to select the promotional tools that will be most effective in reaching the target audience and achieving the advertising objectives. This includes deciding on which mix of advertising, personal selling, sales promotion, public relations, and direct marketing tactics to use.

During the Planning Stage of an IMC Program a Firm