ABSTRACT
This chapter discusses the considerations a manager must take into account in developing an IMC plan. The best source of information will be the marketing plan, as all marketing communication efforts should support the marketing plan. The first consideration in strategic planning for IMC is to review the marketing plan to understand the market in general and where a brand fits relative to its competition. An understanding of the cultural considerations needed for IMC is built upon language, ethnicity, religion, and family, and this forms the foundation of cultural values. Perhaps the most widely acknowledged dimensions of cultural values are those of Hofstede. Masculinity versus femininity: regardless of gender, most Anglo-Saxon cultures tend to exhibit more traditional masculine traits such as achievement and success, while Scandinavian cultures, for example, exhibit more feminine traits such as caring for others and quality of life.
