Determining Promotional Objectives Integrated marketing cica

tions objectives should be based on a thorough situation analysis that identifies the marketing and promotional issues facing the company or a brand. The situation analysis is the foundation on which marketing objectives are determined and the marketing plan is developed. Promotional objectives evolve from the company's overall marketing plan and are rooted in its marketing objectives. Advertising and promotion objectives are not the same as marketing objectives (although many firms tend to treat them as synonymous).

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