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

Question

Quizplus · Accepted Answer

During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion. Pretesting the promotion and carrying out the promotion are steps that come after the planning phase. Identifying possible advertising or promotional firms is also not a necessary step for the planning phase. The mission statement should have already been established before the planning phase. Therefore, the best choice is A, which is to specify the promotion objectives.

During the Planning Phase of an IMC Program, a Firm