Analysis of the Communication Process
• Communication decision regarding the use of various sources, message, and channel factors must also be considered. The promotional planner should recognize the difference effects various types of advertising messages might have on consumers and whether they are appropriate for the product or brand. Preliminary discussion of media-mix options (print, TV, radio, newspaper, direct marketing, Internet) and their cost implications might also occur at this stage.
An important part of this stage of the promotional planning process is establishing communication goals and objectives.
●Marketing objectives refer to what is to be accomplished by the overall marketing program.
●Communication objectives refer to what the firm seeks to accomplish with its promotional program.