ABSTRACT
In this chapter, the authors argue that this has been done, and look more specifically at the steps involved in the development of Integrated Marketing Communication (IMC) content. Regardless of the form a message may take, or the medium in which it is delivered, the process for developing effective IMC messages is the same. Initial planning is, of course, required before any message can be developed. The authors looks at positioning; positioning decisions help inform our understanding of what is needed for message development. The point is that benefit selection must not only be based on an important, uniquely delivered benefit but also the appropriate motivation. The benefit focus for informational brand attitude strategies will be different from transformational brand attitude strategies, and these must be considered by the manager as part of positioning before moving on to setting communication objectives and specific brand attitude strategies.
