ABSTRACT
This chapter elaborates the elements of a communication plan. Complete analysis of ones' major competitors should be detailed in their communications plan, along with the competitors' marketing and advertising efforts and their targets and media used. Communication objectives support the marketing objectives. The marketing objectives deal with the overall selling goals. Similarly, the advertising objectives are essential. They must support the overall marketing objectives and focus on the overall advertising effort. The media objectives must be consistent with the overall advertising objectives, which in turn must complement the overriding marketing objectives. Although some media planners include the targets in their objectives, in many ways the targets are part of the planning to meet the objectives. Media planners should keep in mind that a solid media plan is vital to bringing a successful conclusion to ones' advertising and marketing efforts. The tactics are the implementation of the plan, the actual advertising campaign being carried out.
