(See related pages)
- To recognize the importance and value of setting specific objectives for advertising and promotion.
- To understand the role objectives play in the IMC planning process and the relationship of promotional objectives to marketing objectives.
- To know the differences between sales and communications objectives and the issues regarding the use of each.
- To recognize some problems marketers encounter in setting objectives for their IMC programs.
- To understand the process of budgeting for IMC.
- To understand theoretical issues involved in budget setting.
- To know various methods of budget setting.
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