ABSTRACT
This chapter discusses the knowledge gained through the IMC strategic planning process is used in finalizing a plan for the actual IMC campaign, and how to implement. The planning process discussed in the last two chapters yields all the information needed to put together the IMC plan. The overall context for the plan is provided by the brand's marketing plan, the target audience is identified, and an understanding of how they make brand decisions established. Once the strategic planning process is complete, the manager can begin finalizing a plan for implementing an IMC campaign. The BSM is an ideal way of gaining this insight. It is indeed this insight into the consumer, more than anything else, which will help identify the touch points for effectively implementing an IMC programme. Once initial interest has been aroused, at the brand evaluation stage the potential user and the trade will begin to form attitudes about the various alternative IT systems available.
