Premise control should be used continuously to confirm the validity of any assumptions used to develop a marketing plan.

Premise control refers to the process of continuously monitoring and validating the assumptions or premises on which a marketing plan is based. This helps to ensure that the plan remains relevant and effective in the face of changing market conditions, customer preferences, and other variables. By using premise control, marketers can adjust their strategies as needed to stay ahead of the competition and deliver maximum value to their target audience. Therefore, it is important to use premise control continuously throughout the planning and execution phases of a marketing campaign.