<Li> Agreed - Those who are to implement them should be committed to them, and agree that they are achievable . The resulting plans should become a working document which will guide the campaigns taking place throughout the organization over the period of the plan . If the marketing plan is to work, every exception to it (throughout the year) must be questioned; and the lessons learnt, to be incorporated in the next year's . </Li> <P> A Marketing Plan for a small business typically includes Small Business Administration Description of competitors, including the level of demand for the product or service and the strengths and weaknesses of competitors </P> <Ol> <Li> Description of the product or service, including special features </Li> <Li> Marketing budget, including the advertising and promotional plan </Li> <Li> Description of the business location, including advantages and disadvantages for marketing </Li> <Li> Pricing strategy </Li> <Li> Market Segmentation </Li> </Ol> <Li> Description of the product or service, including special features </Li>

This part of the advertising plan outlines the goal of the message and how it will be measured