The hierarchy of effects model (refer to Figure 13.5) highlights the need for different communication goals that will utilize different forms of promotion and tools in order to advance the target market through various awareness, attitudinal, and behavior stages.

For this mini project, you need to design a longterm communications plan for a new business that is planning to provide educational international travel tours for older and retired people. educational travel is becoming more common and is attracting new competitors to the marketplace. therefore, you need to design a long-term communications plan showing how a firm could approach its promotional mix.

Work through the hierarchy of effects model and list some promotional tools that could be used at each stage of the model to achieve success for this new firm.