During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, __________, design the promotion, and schedule the promotion.

Question

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In the planning phase of an IMC program, selecting the right promotional tools is a key step. This involves identifying the most effective channels of communication to reach the target audience and deciding on the specific tactics to use such as advertising, personal selling, public relations, direct marketing, or sales promotion. The firm should consider the strengths and weaknesses of each tool and select the ones that are most likely to achieve the promotion objectives within the set budget.

During the Planning Phase of an IMC Program, a Firm