ABSTRACT
This chapter discusses the specific steps involved in the strategic planning process for IMC. But before a manager can begin to think of specific marketing communications issues, it is important to carefully analyse what is known about the market. Once the manager has thought through the market, it is time to take the first step in the strategic planning process and focus more on whom it is that should be addressed with marketing communications. Communication strategies will differ significantly, depending on which of these target groups is selected, and could differ within groups of customers or non-customers. If the target is primarily BL or FBS who use the brand along with competitors, promotional tactics would clearly differ between these two groups. If IMC is to positively affect brand purchase, it is essential to understand just how purchases in the category are made by the target audience, and this is what is involved at step two in the strategic planning process.
