Which of the following should be included in an ice cream shop's promotional plan?

In a promotional plan for an ice cream shop, including objectives is crucial because they provide direction and measurable goals for the promotional activities. Objectives help to clarify what the shop intends to achieve with its promotions, whether it's increasing brand awareness, driving foot traffic to the store, launching a new product, or boosting sales during a specific season.

Setting clear objectives informs the specific strategies and tactics that will be employed in the promotional plan, allowing the shop to align its marketing efforts with overall business goals. Objectives should be specific, measurable, achievable, relevant, and time-bound (SMART), which is essential for evaluating the success of the promotional activities.

Other options like sales forecasts, news releases, and storyboards are also valuable components of a broader marketing strategy but do not specifically define the goals of the promotional efforts in the same way that objectives do. Sales forecasts focus on predicting future sales based on historical data rather than directly guiding promotional activities. News releases are tools for communication that can be utilized once objectives are established, while storyboards are typically more relevant in the context of visual storytelling, such as advertisements, rather than in setting promotional strategy.