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 15–5.

1 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.

2 Also specify the pretesting and posttesting procedures needed in the implementation and evaluation phases.

3 Finally, describe how each of your promotion tools is integrated to provide a consistent message.