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By Patrick Forsyth

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Effective methods of controlling the implementation must be set up to obtain maximum feedback while promotional activity is running. This will permit any necessary changes to be made at the earliest opportunity. 5 The analysis of results Any promotional campaign can involve a great deal of personnel time and is often expensive in terms of opportunity cost. This is true regardless of what is spent on the other aspects. You therefore want to know how money is being spent and what achievements are obtained from that expenditure.

Technology will doubtless continue to produce new things to wonder about as planning is done, and some of this may cause difficulties, or at least uncertainties. More positively, electronic methodology can: » save time and reduce costs; » ensure greater accuracy and therefore allow better plans to be produced; and » make possible analysis, and therefore consideration, of information the manipulation of which would be impossible (in terms of time, cost, or both) done manually. Planning can usefully utilize every method that improves the quality of what the plan can do for the business.

Planning of this nature is a ‘‘rolling’’ process. It should include: » background information as to why the promotional support is necessary; » the objectives; » profile of the target audience(s); » reference to product/service details; » details of additional support other than that which you are actually planning, perhaps that being done by associated offices, or various staff; » budget details – how much the action is estimated to cost; » details showing exactly how the plan will be implemented; » controls, standards, and methods of obtaining results; and » an action plan or timetable, showing what actions are required, when they should be carried out, and by whom.

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