ABSTRACT
In this chapter, the authors look at the specific steps involved in the strategic planning process for Integrated Marketing Communication (IMC). In selecting the target audience, at this point the manager is identifying the primary target for the brand. The authors determines how decisions are made in the category the selection will be refined, looking at the roles played by the primary target group at different points in the decision process, as well as secondary targets that may be involved. It is useful to consider the potential target audience in the terms because it reflects brand attitude. As already suggested one must understand the target audiences in terms of behaviour and attitude, but also in terms of patterns that are relevant to communication and media strategies. Ideally, one would select a target audience in terms of their attitudes. Communication strategies will differ significantly, depending on which of the target groups is selected, and could differ within groups of customers or non-customers.
