ABSTRACT
In this chapter we look at the specific steps involved in the strategic planning process for IMC. But before a manager can begin to think of specific marketing communications issue, 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 review the marketing plan, as we saw in the last chapter. After a review of the marketing plan, it is time to begin the fivestep strategic planning process introduced in Chapter 1. First, target audience action objectives will need to be carefully considered. Most markets have multiple target groups, and as a result, there may be a number of communication objectives required to reach them. In fact, it is for this reason that a brand needs more than one level of communication, occasioning the necessity of IMC. After identifying the appropriate target audience, it will be time to think about overall marketing communication strategy. This begins at the second step in the strategic planning process by considering how purchase decisions are made in the category. Then the manager must optimize message development to facilitate that process, which involves steps three and four, establishing the positioning and setting communication objectives. Finally, in step five, the manager must decide how to best deliver the message. We now look into each of these three areas in some detail.
