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Learning Objectives
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TO DESCRIBE THE PROCESS of marketing and advertising planning. Marketers and advertisers need to understand the various ways plans are created. They must also know how to analyze situations; set realistic, attainable objectives; develop strategies to achieve them; and establish budgets for marketing communications.

After studying this chapter, you will be able to:
  1. Explain the role and importance of a marketing plan.
  2. Describe how marketing and advertising plans are related.
  3. Explain the difference between objectives and strategies in marketing and advertising plans.
  4. Give examples of communications and sales target objectives.
  5. Discuss the suitability of traditional, and integrated marketing communications planning.
  6. Explain how advertising budgets are determined.
  7. Describe how share of market/share of voice budgeting can be used for new product introductions.





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