Imc Plan

Topics: Marketing / Pages: 9 (2001 words) / Published: Mar 1st, 2011
IMC Plan Outline 1. Executive Summary 2. Problem Statement 3. Situation Analysis a. SWOT i. Strengths of the organization ii. Weaknesses of the organization iii. Opportunities in the environment (e.g., demographics, political, legal, technological, social, cultural, economic, ecological) iv. Threats in the environment (same list as #3 above) b. Market and Consumer Behavior Analysis c. Competitive Analysis d. Product Analysis 3. Target Market(s) and Audience(s) 4. Objectives b. Marketing objectives c. IMC objectives d. Media objectives 3. Strategies and programs b. Marketing strategies c. IMC strategies and programs i. Elements of the IMC mix ii. Copy platform iii. Creative strategies and executions c. Media strategies 6. Evaluation (pre- and/or post-testing of efforts) 7. Budget (< $1000) 8. Appendices c. Research b. Creative execution (e.g., storyboards, media kits, videos, websites)

The Integrated Marketing Communication (IMC) Plan Explanation An understanding of the IMC mix is essential in putting together an effective and creative IMC plan for Greet the Day. Given an understanding of marketing and how important integration is in a marketing program, you and your group members can put together an IMC plan that will overwhelm the client. In the process of effectively developing and implementing an IMC plan, marketers and communication

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