Integrated Marketing Communications (IMC) Plan
Prepare a1,200- to 1,600-word IMC plan based on the product or service selected in the Learning Team Product and Market Identification Paper in Week 2. Determine the optimal combination of marketing tools based on market conditions and a selected target market. Differentiate between quantifiable and non-quantifiable marketing tools for your selected product or service.
Advertising
• Objectives
• Goals
• Plan
• Budget allocation
• Media selection
• Sales
o Objectives
o Goals
o Plan
o Budget allocation
Part 2
Continue using the two companies you worked with last week.
Write a 1,750- to 2,100-word paper in which you compare the effectiveness of each company's marketing communication channels and tools to achieve desired branding and positioning.
• Which communication channels did each company use?
• Which communication tools did they use in each channel?
• How was it effective or ineffective for each company?
• How did you assess the effectiveness?