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After carefully reading Arens text chapter 7, Marketing, Advertising, and IMC Planning, answer the following questions with a thoughtful, well-worded response of not less than four sentences per question using correct grammar, spelling, and punctuation. Do not copy or plagiarize answers directly from the book. Total 10 points. 1) What is a marketing plan, and why is it a company’s most important document? 2) What are the limits on what advertising can do, and how do these limitations affect setting advertising objectives? 3) What is the difference between an objective, a strategy, and a tactic? 4) What is synergy and how is it created by IMC
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