Knowing the Score
Integrated marketing communication is often compared to an orchestra. Just as an orchestra's performance is guided by a musical score, an IMC campaign must have a written score, or plan. This plan details which marketing communication functions and which media are to be used at which times and to what extent.
An IMC campaign plan is a written document. It can be as minimal as a set of organized notes by a person running a small retail business or as complex as a 100-page document for a multimillion-dollar brand campaign. But all good plans, regardless of size, have six basic elements: targeting (designated customers and prospects), SWOT analysis, objectives, strategies and tactics, a budget, and evaluation. The planning process begins with the selection of the desired audience for the brand message. Research then determines the strengths and weaknesses of a company or brand from the perspective of customers and prospects. Planning also takes into consideration marketplace opportunities and threats-the things that companies cannot control but can leverage or address to their advantage.
This chapter explains the differences between objectives, strategies, and tactics and describes the six steps in the planning process. The chapter ends with a discussion of internal marketing, because companies cannot properly execute an IMC plan without the full knowledge and cooperation of all their members.
