ABSTRACT
This chapter assumes that this has been done, and look more specifically at the steps involved in the development of IMC content. Specifically, in selecting a benefit for positioning, the manager should look for a potential benefit that is important to the target audience, that the target audience feels the brand either delivers now or could realistically deliver and, ideally, do it better than competing brands. A brand benefit may be expressed in terms of either an objective attribute, a subjective characteristic or an emotion. As an example, a benefit associated with a sports car might be related to the engine. Communication objectives follow from the specific communication effects the manager is looking for as a result of the brand's marketing communication. All aspects of IMC work on the same basic communication effects: category need, brand awareness, brand attitude and brand purchase intention.
