Check Yourself $4-1$

What is a marketing plan, and why is it a company$$s most important document?

How does the marketing plan affect IMC efforts?

Check Yourself $4-2$

What is the difference between an objective, a strategy, and a tactic?

What distinguishes a need$-$satisfying objective from a sales$-$target objective?

How can small companies use bottom$-$up marketing to grow their business?

Check Yourself $4-3$

What is synergy and how is it created by IMC?

What factors do Phelps and Nowack suggest have led to the development of IMC?

What are the four types of brand messages identified by Duncan?

Check Yourself $4-4$

What are the limits on what advertising can do and how do these affect setting ad objectives?

What is the advertising pyramid?

How does setting objectives under an IMC approach differ from that under the advertising pyramid?