For manufactured products, the preparation of product sheets and promotional literature; the plans for trade show participation, trade magazine advertisements, and direct mailings; and the use of advertising agencies should be presented. For products and services in general, a discussion of the advertising and promotional campaign contemplated to introduce the product and the kinds of sales aids to be provided to dealers should be included. Additionally, the schedule and cost of promotion and advertising should be presented; if advertising will be a significant part of the expenses, an exhibit that shows how and when these costs will be incurred should be included. These five subsets of the marketing segment are needed to detail the overall marketing plan, which should describe what is to be done, how it will be done, and who will do it.