Final answer:
The last step in implementing a promotional program is to measure and evaluate promotional effectiveness, which assesses if objectives have been met and informs future campaign adjustments.
Step-by-step explanation:
The last step in implementing a promotional program is to measure and evaluate promotional effectiveness. This step is crucial because it allows program managers to understand what has been done, why it was done, and to assess whether the promotional efforts have successfully achieved the set objectives. Evaluation should be straightforward enough for all stakeholders to comprehend, providing a clear picture of the program's impact and guiding any necessary adjustments or improvements for future campaigns. It often includes analyzing various data points, such as sales numbers, brand awareness metrics, and audience feedback. It is essential to have a fully planned framework for evaluation before implementing the campaign to facilitate necessary changes and enhancements.