According to an integrated marketing communications planning model, which of the following activities is best associated with the step "analysis of promotional program situation"?
A)developing selling roles and responsibilities
B)setting advertising objectives
C)analyzing consumer behavior
D)purchasing media time and space
E)setting a tentative marketing communications budget

Question

Quizplus · Accepted Answer

Analysis of the promotional program situation involves understanding the current state of the market and consumer behavior. Therefore, analyzing consumer behavior (choice C) would be the best associated activity. Developing selling roles and responsibilities (choice A) occurs during the implementation phase, setting advertising objectives (choice B) occurs during the planning phase, purchasing media time and space (choice D) occurs during the implementation phase, and setting a tentative marketing communications budget (choice E) occurs during the budgeting phase.

According to an Integrated Marketing Communications Planning Model, Which of the Following