Integrated Marketing Communications (IMC) Plan

Prepare a 4,200- to 5,600-word IMC plan based on the product or service selected in the Learning Team Product and Market Identification Paper in Week 2. Determine the optimal combination of marketing tools based on market conditions and a selected target market. Differentiate between quantifiable and non-quantifiable marketing tools for your selected product or service. Include all of your previous research and analysis in the IMC campaign for your product or service in addition to the following:

• Executive summary: Include a one-page summary of the plan.
• Opportunity analysis: Include charts, graphs, diagrams, and summaries.

o Competitive analysis
o Opportunity analysis
o Product life-cycle analysis
o Customer analysis
o Target market analysis
o Market segmentation

• Market assessment and strategy

o Branding
o Positioning statement
o Budget allocation

• IMC objectives

o Objectives

• Branding
• Customer: end-user and intermediary such as the retailer

o Tactical plan

• Branding

o Objectives
o Goals
o Plans
o Budget allocation
o Quantifiable and non-quantifiable tools

• Advertising

o Objectives
o Goals
o Plan
o Budget allocation
o Media selection

• Sales

o Objectives
o Goals
o Plan
o Budget allocation

• PR

o Objectives
o Goals
o Plan
o Budget allocation
o Activities

• Promotions
• Objectives
• Goals
• Plan
• Budget allocation
• Promotion tools

• Evaluation: What is your judgment for success?

Part 2

Continue using the two companies you worked with last week.

Write a 1,750- to 2,100-word paper in which you compare the effectiveness of each company's marketing communication channels and tools to achieve desired branding and positioning.

Which communication channels did each company use?

Which communication tools did they use in each channel?

How was it effective or ineffective for each company?

How did you assess the effectiveness?

Format your paper consistent with APA guidelines

Include any charts or graphs.