MKG530 Marketing Management
Your marketing plan should demonstrate a promotional approach that embraces integrated marketing communications (IMC). This includes a clearly-stated message that is consistently communicated to your stakeholders.
Write a page paper addressing your IMC promotional efforts that include:
• An appropriate mix of advertising, public relations, sales promotion, direct marketing, and personal selling. You should include the internet and social media, too, as appropriate to your promotional effort.
• A primary objective for your promotional approach. Outline this in terms of measurable tasks that you want to accomplish. What is the advertising goal to which you will measure success for your advertising expenditures? This is a complete description of your proposed promotion plan.
• Description of each of your promotional activities to ensure an integrated approach to promoting your product or your service.
If you plan to use personal selling or direct marketing and have previously discussed these in your distribution section, reference that here and be sure you have fully covered the communication aspects of these tools.
You must show a clear understanding of what you want your IMC promotional strategy to do for you in terms of measurable outcomes. Ensure your IMC approach makes sense, given that you could easily spend millions of dollars (in theory) to promote your product or service.
When all is done, your IMC strategy will provide an executable promotional plan that indicates the what, where, when, and how much.
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