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Unformatted text preview: 1 1 I ntegr ated M ar keting Communication Campaign Executive Summar y Descr iption of Or ganization Statement of Situation (Pr oblem/Oppor tunity Key Publics I ntegr ated M essage Platfor m Key Public Relations Str ategies Str ategic Public Relations Objectives (M easur es of Success) Key M ar keting Str ategies Str ategic M ar keting Objectives (M easur es of Success) Key Adver tising Str ategies Adver tising Objectives (M easur es of Success) I ntegr ated T actical Plan Over all T imetable Combined Budget Part 1 Part 2 I ncludes Br ainstor min g Gr id I ncludes Resear ch Key M ar keting Str ategies I ncrease Sales Revenue Sell more product units Generate more revenue from same volume (perception of added value, increase price) Gain Market Share (theoretical) Establish market share (new product, brand) I ncrease market share (established product, brand) Gain Share-of-Mind(people are aware)...
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- Spring '11