Creating a workable budget is one of the most challenging parts of the IMC Plan development because: 1. it must cover all the strategies identified in the plan, 2. it is done approx. 18 mo. ahead of when the media will be purchased, 3. you don't know what the actual creative (TV spots, sales promotions, sponsorships, etc.) costs will actually be until your agency creates and prices it for your program. Review the budget part of the IMC template, what specific thing do you think will be challenging for your plan?