Question

Describe in your own words the structure of an (IMC) integrated marketing communication plan. Why is it important?

Answer 1

The structure of an (IMC) integrated marketing communication plan includes a combination of various marketing initiatives, market research strategy, segmentation strategy, marketing channel selection, marketing campaign, spend analysis, marketing budget allocation etc. All these different aspects related to marketing activity are combined properly and an effective channel or cycle of these activities is managed in a proper manner through an integrated marketing communication plan. It is important since the marketing activities and it's different aspects are controlled and managed properly as well as budget allocation and effectiveness of different marketing channels is achieved through an integrated marketing communication plan. It also helps in creation of strong bond between the consumers and the company with more seamless dialogue and guides the consumers throughout the decision making process.