1. 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

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

3. 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.

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

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