1. Innisfree Company goals:

2. COMMUNICATION OBJECTIVES -

Typical marketing objectives include sales targets, market share (%) and return on investment (ROI) whcih are not necessarily relevant to setting communication objectives. IMC plans although typically derived from a marketing plan do not necessarily have "hard" metrics. In other words, an IMC will often have objectives that are difficult measure:

A. Awareness - to create or change levels of awareness in the target audience.

B. Preference - to influence audience preferences for products and services.

C. To stimulate sales - there are occasions where communication objectives may be

constructed to stimulate sales.

3. Promotional budget -

Allocate budget for each promotional mix element.

The proportion of the budget allocated to any one promotional element should reflect how accurately it reaches and impacts the target audience, relative to the other mix elements.

Consider using the objective-task method, where appropriate budget is allocated to