During the planning phase of an IMC program, a firm will __________, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Question

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During the planning phase of an IMC program, a firm first needs to identify its target audience. Once the audience is identified, the firm can specify promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion. Pretesting the promotion and identifying possible advertising or promotional firms are not typically part of the planning phase. Carrying out the promotion occurs during the implementation phase. State the mission is not directly related to the planning phase of an IMC program.

During the Planning Phase of an IMC Program, a Firm