IMC+Campaign+Part+2 - Part 1 Part 2 Integrated Marketing...

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1 1 Integrated Marketing Communication Campaign Executive Summary Description of Organization Statement of Situation (Problem/Opportunity Key Publics Integrated Message Platform Key Public Relations Strategies Strategic Public Relations Objectives (Measures of Success) Key Marketing Strategies Strategic Marketing Objectives (Measures of Success) Key Advertising Strategies Advertising Objectives (Measures of Success) Integrated Tactical Plan Overall Timetable Combined Budget Part 1 Part 2 Includes  Brainstorming  Grid Includes Research
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Key Marketing Strategies Increase Sales Revenue Sell more product units Generate more revenue from same volume Gain Market Share Establish market share (new product, brand) Increase market share (established product, brand) Gain “Share-of-Mind” Increase spontaneous brand identity Increase prompted brand identity
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IMC+Campaign+Part+2 - Part 1 Part 2 Integrated Marketing...

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