Question

What are the objectives and frame work of IMC.

Answer 1

To use integrated marketing communication (IMC) effectively in marketing campaigns, marketers go through several planning steps to define precisely what they want to accomplish and with whom. Only with this information can they be sure they are identifying the right message and promotional mix to achieve their goals.

Standard marketing campaign planning steps include the following:

Determine the target market

Determine purpose and objectives for the IMC campaign

Set S.M.A.R.T. goals

Define the message

Select marketing communications methods and tools

Determine the promotional mix: which tools to use, when, and how much

Execute the campaign

Measure results and refine approach, as needed