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

Exercise 4

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.
Also specify the pretesting and posttesting procedures needed in the implementation and evaluation phases.
FIGURE 14-5 The promotion decision process includes planning, implementation, and evaluation.