Marketing Communication

1. What is the purpose of a marketing communications plan?

2. Objectives should be SMART. What does SMART stand for?

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3. Who are the ‘trade channel intermediaries’?

4. What is a ‘slotting allowance’?

Marketing objectives are traditionally seen as cascading down from above. Using examples to illustrate the relationship between the various levels, how might corporate objectives evolve into communications objectives?


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