ABSTRACT
In this chapter we look at some of the considerations a manager must take into account in developing an IMC plan. Before a manager can begin to think of specific marketing communication issues, it is important to carefully analyze what is known about the market. This means that the first step in the IMC strategic planning process is to outline the relevant market issues that are likely to affect a brand’s communications. The best source of information will be the marketing plan, as all marketing communication efforts should support the marketing plan. (If for some reason a marketing plan is not available, answers to the questions posed below will need to be based on the best available management judgement.)
One of the questions that may come up in reviewing the marketing plan is whether or not to include direct marketing in the IMC plan. We will be considering the role of direct marketing in IMC. The marketing plan will also indicate various characteristics of the brand’s market that should be considered in formulating the plan. With this foundation, we look at the role of advertising-like messages and promotion-like messages in the mix. Communication objectives are important here (beyond the obvious reasons) because the appropriateness of using advertising and promotion in the IMC plan will be a function of the communication objective selected, and the role advertising versus promotion will play in the mix will be a function of not only these objectives, but also the specific market credentials.
