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Finally, it sets goals and objectives for specified periods of time and lays out strategies and tactics to achieve them.
2. The Effect of the Marketing Plan on Advertising
1. It helps managers analyze and improve all company operations, including marketing and advertising programs.
2. It dictates the role of advertising in the marketing mix.
3. It enables better implementation, control, and continuity of advertising programs, and it ensures the most efficient allocation of advertising dollars.
3. Top-Down Marketing Planning
1. Situation analysis - factual statement of the organization’s current situation and how it got there...
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