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IMC Plan

The document outlines an integrated marketing communications planning model which includes reviewing the marketing plan, analyzing the communications process and budget, developing integrated marketing communications programs across different channels, and monitoring and controlling the promotional program.

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jsofv5533
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© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
447 views

IMC Plan

The document outlines an integrated marketing communications planning model which includes reviewing the marketing plan, analyzing the communications process and budget, developing integrated marketing communications programs across different channels, and monitoring and controlling the promotional program.

Uploaded by

jsofv5533
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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IMC Plan

Integrated Marketing Communications Planning Model


Review of Marketing Plan
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Advertising

Sales
Promotion

PR/
Publicity

Personal
Selling

Direct
Marketing

Internet/
Interactive

Advertising
Objectives

Sales
Promotion
Objectives

PR/
Publicity
Objectives

Personal
Selling
Objectives

Direct
Marketing
Objectives

Internet/
Interactive
Objectives

Message
Strategy

Sales
Promotion
Strategy

PR/
Publicity
Strategy

Personal
Selling
Strategy

Direct
Marketing
Strategy

Internet/
Interactive
Strategy

Integration & Implementation of Marketing Communications Strategies


Monitor, Evaluate & Control Promotional Program
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IMC plan provides framework for


developing, implementing &
controlling the organisations IMC
program.

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