Developing Your Integrated Marketing Communication Plan - David Waller

Developing Your Integrated Marketing Communication Plan

By: David Waller

7 May 2012 | Edition Number 1

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In a highly competitive market it is vital to effectively communicate the message of your product, service or idea. The starting point for effective marketing communication is an integrated marketing communication (IMC) plan.

Developing Your Integrated Marketing Communication Plan is a highly practical workbook that takes students through the process of creating of an effective IMC plan, step by step. Accompanied by quotes from seasoned professionals, handy hints and a case study this book will help you and your marketing message succeed in our contemporary business environment.

Topics include: understanding the market (situation analysis), establishing objectives, preparing a promotional budget, targeting a specific audience, developing an appropriate communication message, planning a creative strategy, selecting the most effective media, and organising evaluative controls on promotional activities.

About the Author

David Waller, an author and management consultant, has written two previous books and holds a postgraduate degree in Victorian studies from Birkbeck College, University of London. He lives in London.

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