You are not required to invest time in developing a business idea or a business plan. However, it is important to develop an IMC campaign that will help the organization achieve corporate goals and marketing objectives.
The cost of the IMC campaign should not exceed the expected increase in sales.
Your IMC campaign should include the following. (MY BRAND IS APPLE)
A two- to three-page document outlining
•corporate growth objectives;
•analysis of the promotional program situation;
•communications goals and objectives;
•budget;
•overview of IMC promotional mix; and
•monitoring, evaluation, and control.