Integrated Communication

7	Strategic Planning for Integrated Marketing Communications Programs: An Approach to Moving From Chaotic Toward Systematic

Jeri MooreCCS LTD.Esther ThorsonUniversity of Missouri-Columbia

During the 1970s and early 1980s, a battle was fought inside many advertising agencies over the issue of whether the use of strategic discipline was a good idea or, instead, a hindrance to “creativity.” Today, most advertising people agree that strategy is not the ruination of good advertising; rather, strategy is seen as a necessary first step in the creation of campaigns that will be effective in achieving their sponsors’ objectives. Strategy is recognized as the compass that provides the direction to keep the creators of advertising on course amid a sea ...