INTEGRATED MARKETING COMMUNICATION (IMC) DEFINED
“The process of managing all sources of information about a product service to
which a customer or prospect is exposed which behaviorally moves the customer
towards a sale and maintains customer loyalty.”
-Northwestern University, Medill School of Journalism
Review of Marketing Plan
Examine overall marketing plan & objectives
Role of advertising & promotions
Competitive analysis
Assess environmental influence
Analysis of Promotional Program Situation
Internal analysis External analysis
Promotional department Organization Market Segmentation & Target
Marketing
Firm’s ability to implement Consumer Behavior Analysis
Promotional program
Review of previous program result
ANALYSIS OF COMMUNICATION PROCESS
Analyze receiver’s response processes
Analyze source, message, channel factors
Establish communications goals & objectives
BUDGET DETERMINATION
Set tentative marketing communications budget
Allocate tentative budget
Define Integrated Marketing Communication
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