IMC Management & Planning

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abhishreshthaa

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IMC Management & Planning


STRATEGIC PLANNING OF IMC IS DIFFERENT FROM TRADITIONAL USE OF MULTIPLE PROMOTIONAL TOOLS


IMC Management Planning Requires Comprehensive & Detailed Knowledge


Customers

Prospects

Knowledge about Customer & Prospects

IMC Management Plan - Built Around Brand Communications

Control of IMC Management & Planning - Centralized

Firms Appointing IMC or Marcom Managers



MODEL OF IMC MANAGEMENT & PLANNING


IMC Model Considers Complete Process


Uses Promotion to Communicate to Target Markets

Effectively Deploys Promotional Tools

Corporate & Marketing Plans - Understood and Adopted as Part of IMC Plan

Databases - Help Identify & Profile Target Markets

Promotional Objective - Dictate Mix of Promotional Tools to Pursue for each Target


 
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