ABSTRACT
It is worth starting here with an overview of the whole picture. Marketing communications planning and implementation will be most effectively carried out if it is planned with a clear set of objectives, over a timescale using the right tools for the job and with cost-efficiency at its core. That means you need to understand how to organize promotion, the nature of the tools available and how to use the tools of planning in this field. This is the point we have now reached: you should have a better idea of how the business of promotion works, how the minds of consumers work, how promotion aims to reach the psyche of the customer generally, and how specific tools aim to do that individually and as a planned whole.
