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91Promotion Planning And TechniquesPLANNING BY TIME PERIODS
PLANNING is involved with anticipating problems that will arise in the future and making decisions
about the formulation of a goal directed programme. Objectives determine plans, while plans are ways
of reaching objectives. Plans could be timed as:
• SHORT RANGE PLANS: these are annual plans; they are short range in nature and contain
such elements as specific objectives and plans for the coming year. In short range plans,
specific objectives can be measured against achievement, such plans are relatively concrete,
drastic changes in inputs or objectives are rare.
• MEDIUM RANGE PLANS: these types usually deal with tactical plans that cover a time
horizon of one or two years. It provides direction for middle management and support
specific stages of long term plans and normally tends to parallel the company’s tactical plans.
• LONG RANGE PLANS: these plans are necessary to prevent short range plans from
becoming a disorderly series of hasty decisions to meet current crises. Long range plans
are of small help in managing current operations. They are used mainly to secure some
insight into the company’s future.- © Photononstop
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