12 The IMC planning process
In this chapter we look at the specific steps involved in the strategic planning process for IMC. But before a manager can begin to think of specific marketing communications issues, it is important to carefully analyse what is known about the market. This means that the first step in the IMC strategic planning process is to review the marketing plan, as we saw in the last chapter. After a review of the marketing plan, it is time to begin the five-step strategic planning process introduced in Chapter 1. First, target audience action objectives will need to be carefully considered. Most markets have multiple target groups, and as a result, there may be a number of communication objectives ...
Get Strategic Integrated Marketing Communications, 4th Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
