8. Creating the IMC PLan.pptx - IMC PLAN An IMC plan outlines all Advertising or marketing communication activities Usually done on Annual basis

8. Creating the IMC PLan.pptx - IMC PLAN An IMC plan...

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IMC PLAN An IMC plan outlines all Advertising or marketing communication activities Usually done on Annual basis Companies may develop a campaign plan which is more tightly focussed on solving a particular Marketing Communication problem A campaign plan typically includes a variety of messages carried in different media and sometimes targeted to different audiences. 10/12/2019 DR RUBY CHANDA SIMS PUNE 1
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UCB CAMPAIGN ty/delhi/the-dont-party-by-united-colo rs-of-benetton-held-in-delhi/articlesh ow/51844304.cms 10/12/2019 DR RUBY CHANDA SIMS PUNE 2
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Integrated Marketing Communications Planning Model Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Review of marketing plan Advertising Sales promotion PR/ publicity Personal selling Direct marketing Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives Direct marketing objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy Direct marketing strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Internet/ interactive objectives Internet/ interactive strategy 10/12/2019 DR RUBY CHANDA SIMS PUNE 3
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Elements of a Marketing Plan Detailed situation analysis Marketing strategy and program Specific marketing objectives Program for implementing the strategy Process for monitoring & evaluating performance 10/12/2019 DR RUBY CHANDA SIMS PUNE 4
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