7 Stages in Promotional Campaign Planning Determine the target audience Determine campaign objectives Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness Ryans, Managementof Internationa/ Advertising: A Marketing Copyright 2001 by Harcourt, Inc. All rights reserved Approach. (Boston, MA: Alyn Bacon, 1984),72-73Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-3 Determine the target audience Determine campaign objectives Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness 7 Stages in Promotional Campaign Planning Source: Framework adapted from Dean M. Peebles and John K. Ryans, Management of International Advertising: A Marketing Approach, (Boston, MA: Allyn & Bacon, 1984), 72-73