Part $2$ Checklist

IMC Plan

Situation Analysis

Include industry background research using sources.

Provide a SWOT analysis of product and market.

Provide a key communications problem to be solved.

Key Strategic Campaign Decisions

Include strategic product objectives.

Present target market description and describe other stakeholders.

Explain brand positioning strategy.

Marketing Communications Mix

Describe marketing communications media to be used.

Present a least one communications objective.

Describe marketing promotions synergy.

Message Strategy

Present a key consumer and brand relationship insight.

Describe the message direction.

Explain strategic consistency of media tools to be used.

IMC Media and Contact Points

Describe multimedia and multichannel options for your plan.

Explain how to use a multi$-$platform.

Describe specific contact points for each targeted audience.

Management and Campaign Controls

Determine a campaign budget.

Describe campaign management.

Present evaluation of marketing return on investment.