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





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