Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 1

To develop the promotion strategy for your marketing plan, follow the steps suggested in the planning phase of the promotion decision process described in Figure 14-5.
You should ( a ) identify the target audience, ( b ) specify the promotion objectives, ( c ) set the promotion budget, ( d ) select the right promotion tools, ( e ) design the promotion, and ( f ) schedule the promotion.
FIGURE 14-5 The promotion decision process includes planning, implementation, and evaluation.