9 Message development
In the last section of the book, we deal with the overall planning process involved in integrated marketing communications (IMC) and its implementation. Initial planning is, of course, required before any message can be developed. It is essential to understand your market before you can begin to consider what you want to communicate, and how. In this chapter, we assume that this has been done, and look more specifically at the steps involved in the development of IMC content.
Regardless of the form, a message may take, or the medium in which it is delivered, the process for developing effective integrated marketing communication (IMC) messages is the same. It does not begin with a creative ...
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