Marketing can be expensive and for companies to get there message out there and heard will usually cost money and generally the more popular and proven the method used for the channel of marketing the more expensive it will cost. However it would be a mistake for a company to just simply believe they can pump money into marketing and just expect results. Money can be wasted there are so many different channels and different ways to market your product you could be potentially throwing money away. Now there is no doubting that marketing is an investment that needs to be made and when done well can add a lot of value to your product or service however to ensure there is little to no wastage its important that your marketing promotions and strategy's are properly planned out. The article makes a very good point here it mentions a good objective should be measurable which i completely agree with. if you have measurable objectives it makes the whole planning and evaluating stages a lot easier. There will be a lot less doubt within the company and you will get more accurate results. A proper marketing plan will really help a companies integrated marketing as it can help everyone make sure they have planned to have the same message and the same ideas pressed through all the different channels in order to avoid customer confusion
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