Developing Your Integrated Marketing Communication Plan
1st Edition
1743072473
·
9781743072479
© 2012 | Published: May 7, 2012
Designed for marketing students and practitioners. In a highly competitive market it is vital to effectively communicate the message of your product, service or idea. The starting point for effective marketing communication is an integrated marketing…
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EXECUTIVE SUMMARY
INTRODUCTION
SITUATION ANALYSIS
Marketing Mix Analysis
Company Analysis
Customer Analysis
Competitor Analysis
Environmental Analysis
Opportunity Analysis
OBJECTIVES
BUDGET
TARGET AUDIENCE
COMMUNICATION STRATEGY
CREATIVE STRATEGY
MEDIA PLANNING
MEDIA STRATEGY
Advertising
Direct marketing
Internet and Interactive media
Public relations
Sales promotion
Personal selling
CAMPAIGN EVALUATION
CONCLUSION
INTRODUCTION
SITUATION ANALYSIS
Marketing Mix Analysis
Company Analysis
Customer Analysis
Competitor Analysis
Environmental Analysis
Opportunity Analysis
OBJECTIVES
BUDGET
TARGET AUDIENCE
COMMUNICATION STRATEGY
CREATIVE STRATEGY
MEDIA PLANNING
MEDIA STRATEGY
Advertising
Direct marketing
Internet and Interactive media
Public relations
Sales promotion
Personal selling
CAMPAIGN EVALUATION
CONCLUSION
Designed for marketing students and practitioners. In a highly competitive market it is vital to effectively communicate the message of your product, service or idea. The starting point for effective marketing communication is an integrated marketing communication (IMC) plan. Developing Your Integrated Marketing Communication Plan is a highly practical workbook taking you through the process of creating of an effective IMC plan, step by step. Accompanied by quotes from seasoned professionals, handy hints and a case study this book will help you and your marketing message succeed in our contemporary business environment.