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6cff1IMC As An Integral Part of Marketing Plan

This document outlines the key components of an integrated marketing communications (IMC) plan, including situational analysis, communication objectives, budget, strategy development, implementation, and evaluation. It also describes the evolution of IMC from awareness to consumer-based integration and trends driving the emergence of IMC such as decreasing message credibility and increasing media fragmentation.

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Geetanshi Agarwal
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47 views5 pages

6cff1IMC As An Integral Part of Marketing Plan

This document outlines the key components of an integrated marketing communications (IMC) plan, including situational analysis, communication objectives, budget, strategy development, implementation, and evaluation. It also describes the evolution of IMC from awareness to consumer-based integration and trends driving the emergence of IMC such as decreasing message credibility and increasing media fragmentation.

Uploaded by

Geetanshi Agarwal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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IMC as an integral part of Marketing Plan.

Competitive strategies,
STP,
PRICING,
PRODUCT,
PROMOTION,
PACKAGING,
BRANDING.
IMC PLAN/Process.
Situational Analysis- contingency approach.
Determine the problem/opportunity.
Determining the communication objectives.
Determine the Budget.
Develop the IMC Strategies.
A. Select target audience.
B. Arrive at the communication mix.
C. Design message strategies.
D. Determine media strategies.

Continuing:

Implementation of strategy.

Evaluation and Feedback.


Evolution of IMC:
1. Awareness of need of integration.

2. Image Integration.

3. Functional Integration.

4. Coordinated integration.

5.Consumer based integration.
Trends for emergence of IMC.
1.Decrease in message credibility.
2. Reduction in effectiveness of Mass media and
rise in cost of media.
3.Increase in Mergers and of Marketing
communication agencies.
4. Increase in parity or Me too Products.
5. Shift of information technology.
6. Increase in Media and audience
fragmentation.

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