IMC as an integral part of Marketing Plan.

Competitive strategies,
STP,
PRICING,
PRODUCT,
PROMOTION,
PACKAGING,
BRANDING.
IMC PLAN/Process.
Situational Analysis- contingency approach.
Determine the problem/opportunity.
Determining the communication objectives.
Determine the Budget.
Develop the IMC Strategies.
A. Select target audience.
B. Arrive at the communication mix.
C. Design message strategies.
D. Determine media strategies.

Continuing:

Implementation of strategy.

Evaluation and Feedback.


Evolution of IMC:
1. Awareness of need of integration.

2. Image Integration.

3. Functional Integration.

4. Coordinated integration.

5.Consumer based integration.
Trends for emergence of IMC.
1.Decrease in message credibility.
2. Reduction in effectiveness of Mass media and
rise in cost of media.
3.Increase in Mergers and of Marketing
communication agencies.
4. Increase in parity or Me too Products.
5. Shift of information technology.
6. Increase in Media and audience
fragmentation.