11 Planning considerations
In this chapter we look at some of the considerations a manager must take into account in developing an IMC plan. Before a manager can begin to think of specific marketing communication 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 outline the relevant market issues that are likely to affect a brand's communications. The best source of information will be the marketing plan, as all marketing communication efforts should support the marketing plan. (If for some reason a marketing plan is not available, answers to the questions posed below will need to be based on the best-available ...
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.
