The document outlines the key elements of a promotional plan, including an executive summary, situation analysis, objectives, budgeting, strategy, and evaluation. It discusses analyzing the market situation, setting measurable objectives, allocating budgets across different promotional tools, developing a strategic promotional approach, and evaluating performance against objectives. The plan provides a framework for conceiving and implementing an effective promotional effort that is aligned with the company's overall marketing goals.

1. PROMOTION and IMC PLANNING and STRATEGY 3.1

3. Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation Stages in the Promotional Plan 3.3

7. A Situation Analysis Needs to Consider the Type of Trade Partners that Will be Promoting The Marketer’s Brand 3.7

9. Creating Awareness and Curiosity is a Common Promotional Objective

15. Premiums—Like This One Offered by Jell-O—Must be Factored into Budget Planning for Promotion 3.15

17. Budgeting for Direct Marketing Needs to Consider the Cost of Printing and Mailing Materials 3.17

23. Evaluation of the IMC Program Will Include the Effect on Sales of Various Promotional Tools