IMC: …WHERE EXPECTATION MANAGEMENT MEETS REALITY “THE PROOF IS IN THE PUDDING” “TIME TELLS ALL” “Its not only what you say, but how you do it” IMC: …WHERE EXPECTATION MANAGEMENT MEETS REALITY Building Leverage into every opportunity of corporate contact

The IMC Plan Situation Analysis Marketing Objectives Marketing Budget (Financials) Marketing Strategies Marketing Tactics Evaluation of Performance (metrics)

4 Stages of cultivating IMC SUCCESS Identify, coordinate and manage all forms of external communication Extend scope of communication to include everyone touched by the organization Using IT to infuse “customer input” into the plan. Db development/tracking/analysis. Treating IMC as an investment rather than a departmental function.

IMC and the Marketing Mix Product Price Promotion Place (Distribution) How do the above elements effect the communications plan of a company?

Factors Affecting IMC Information Technology Changes in Channel Power Increases in Competition Brand Parity Integration of Information Decline in Mass Media Effectiveness