Marketing Plan: Integrated Marketing Communications (IMC) Guidelines and Rubric
This is the culmination of the Marketing Plan. Detail the advertising and promotional activities that will be used to promote the product or service.
This is a set of PowerPoint slides.
HINT: If this is done correctly in PowerPoint, you can simply copy them into your presentation and save yourself some extra work.
Develop 4-5 IMC action items. You may use any of the mediums or techniques found in the examples provided, those found in the text, r those that you create yourself. The sky is the limit, but pay particular attention to the following restrictions:
1. The medium must be available in your geographic market. This is rarely a problem.
2. It must fit your budget. You are a start-up, so think carefully about your budget. You may spend reasonably, but no prime time TV or Super Bowl. If you want to know what something costs, search the Web. The answers will not be perfect, but will give you a guideline.
3. Each of your action items must be a different medium.
4. NONE of your action items may be a brochure, flyer, or similar printed materials. You may use such printed materials ONLY in conjunction with another action item. The printed collateral is supporting the action item, NOT the action item itself. For example, you may produce a brochure to be used in a direct mail campaign and show an example of that brochure in your project. The direct mail campaign is the action item, not the brochure (it is supporting the direct mail campaign). Remember, printed materials are NOT marketing; it is what you do with those items that make it marketing.
Below is a partial list of potential promotional action items. There are many more, limited only by your imagination.
TV commercial
Radio commercial
Magazine ads
Newspaper ads
Trade shows
Local business association networking
Direct mail
Billboards
Internet ads
Web sites
Email campaigns
Outdoor advertising
Events
Movie theatre ads
Car wraps
There are TWO deliverables for each of your IMC action items:
The first is the chart below which explains your action item. The use of this chart is mandatory.