13 Finalizing and implementing the IMC plan
The planning process discussed in the last two chapters yields all the information needed to put together the IMC plan. The overall context for the plan is provided by the brand's marketing plan, the target audience is identified, and an understanding of how they make brand decisions established. The creative positioning and objectives are determined, and a set of media options consistent with those objectives identified. Now it is time to put it all together.
In this chapter, we look at how the knowledge gained through the IMC strategic planning process is used in finalizing a plan for the actual IMC campaign, and how to implement it. Finalizing a plan requires identifying ...
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