When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
LO 1 | To recognize the importance and value of setting specific objectives for advertising and promotion. |
LO 2 | To understand the role objectives play in the IMC planning process and the relationship of promotional objectives to marketing objectives. |
LO 3 | To know the differences between sales and communications objectives and the issues regarding the use of each. |
LO 4 | To recognize some problems marketers encounter in setting objectives for their IMC programs. |
LO 5 | To understand the process of budgeting for IMC. |
LO 6 | To understand theoretical issues involved in budget setting. |
LO 7 | To know various methods of budget setting. |