In short, IMC is a replacement for outdated marketing models and funnels. Mentoring, Evaluation and Control. ADVERTISEMENTS: This article throws light upon the six main steps of integrated marketing communication planning process. Enhance brand image 4. Change customer beliefs 3. Related questions. … Budget Determination 5. Integrated marketing communication plan blends essential components of marketing mix to promote brands effectively among end-users. The second step of the IMC planning model developed by Wang and Schultz analyzes information on customers to understand their attitudes,their history,and how they discover and interact with the brand or product. September 2014; DOI: 10.13140/2.1.4214.2086. Each are important in their own right and can be applied to practically any business or organization, no matter the size or industry. Developing the Integrated Marketing Communication Programme 6. While your plan might utilize each marketing communications function differently, the overall idea remains the same. IMC is about aligning objectives with goals. However, developing the integrated marketing plan carefully and accordingly can help you ensure the high potential of the document’s effectiveness and successful usage. The steps are: 1. Review of Marketing Plan 2. You may also like marketing action plan examples. 3288 words (13 pages) Essay. The third step of the IMC planning process is to decide what the communication objectives are. Integrated Marketing Communication Plan: Case study of Folli Follie Group. Explore answers and all related questions . These are objectives that your company wants to communicate to the public and their target audience. Promotional Programme Situational Analysis 3. Some examples of these are; 1. There are typically six steps in the IMC planning process. You can view samples of our professional work here. 6th Jun 2017 Marketing Reference this Disclaimer: This work has been submitted by a university student. IMC Planning Model - Analysis. For you to optimize and maximize the usage of an integrated marketing plan, here are some of the things that you need to do: 1. This is not an example of the work produced by our Essay Writing Service. Increase sales 5. Think about it — there’s no mention of customers in the four P’s model (price, product, promotion, place). And funnel-based approaches miss the reality that the customer decision-making process is rarely linear. Q 11. Develop brand awareness 2. The steps in the Integrated Marketing Communications Planning Model include: Review of the Marketing Plan – the first step in the IMC planning process is to review the marketing plan which is a document that describes the overall marketing strategy and programs developed for an organization, a product/service line, or an individual brand. Integrated marketing communication plan integrates various methods of marketing such as advertising, public relation, promotion through social networking sites and so on to create awareness of products and services among target audience. Analysis of Communication Process 4. Reinforce purchase decisions