ABSTRACT
In this chapter, the authors look at how the knowledge gained through the Integrated Marketing Communication (IMC) strategic planning process is used in finalizing a plan for the actual IMC campaign, and how to implement it. Finalizing a plan requires identifying the touch points in the decision process where marketing communication is likely to have the most significant effect on a brand decision, the communication tasks required at each of these touch points, and media appropriate for accomplishing the tasks. It will be the touch points in the decision process that provide the framework for the IMC plan. The manager must consider the communication tasks necessary for each touch point. The task of the manager is to now identify the communication tasks that will be necessary to address the touch points, and then to set priorities in terms of what is essential for brand success, and what else might be helpful.
