Hugo has been working on his company’s new marketing campaign for the past few weeks. He is now looking at the target market and the message, trying to decide between using an email marketing campaign or a guerilla marketing campaign. Which step of the marketing planning process is Hugo struggling with at the moment?

The Sixth Step determining the promotional mix, which tool to use , when and how much.

Explanation:

Promotional mix is how resources are allocated of resources among elements such as advertising, sales promotion, public relations, personal selling or direct marketing.

Integrating the elements together depends on the product one is promoting, preferences of the customers, budget and general market conditions. The sixth step shows which tools and promotional mix to use to achieve the aim of the organization. Hugo is in the sixth step of the marketing planning process.