Managing and coordinating the complete communications practice calls for thorough marketing communications planning. It is important to identify the added value of an inclusive plan that assesses the tactical roles of an assortment of communications disciplines and combines these disciplines to provide transparency, uniformity, and maximum impact through the seamless assimilation of discrete messages.

What objectives are appropriate for your initial communications campaign? What message design and communication channels are likely to be most effective for the target audience? Which promotional tools would be most effective in your promotional mix?

Be careful not to confine your media sources to television or to the Internet and exclude other forms such as personal selling and radio. You will submit your advertising program, complete with objectives, advertising message, and creative strategy, media decisions, and sales and promotional materials.