Promotional Plan When developing your promotional plan for the first year of introduction, you should focus on the following items: Based on the description of your primary target market, what would be your target audience’s media usage? Hint: See “Media Habits” on page 516 of your textbook. What are your marketing communications intended to achieve? Hint: See “Establish the Communication Objectives” on pages 367 – 368 of your textbook. Objectives should be SMART (Specific, Measureable, Attainable, Relevant, and Time- bound). For example, “to create an 80 percent awareness of Hunk cologne among 18-to 24-year-old men in the first two months.” Marketing research provides critical background for setting objectives.