Outline the factors which influence the Integrated Marketing Communication planning process at various stages ?(please answer in 200 to 250 words)
Integrate Marketing Communication (IMC) refers to a comprehensive plan that identifies and illustrates the strategic roles of communication disciplines combined to provide maximum communication impact about a product through clarity and information consistency. Some factors influence the IMC plan for its implementation.
Firstly, the marketing plan directly influences IMC by providing information about the target market and providing marketing objectives that give a direction to determine the time frame of marketing activities. The marketing plan also aids the IMC by mechanisms of measuring the performance of marketing strategies.
Secondly, situational analysis helps in the evaluation of internal and external factors for the promotional marketing program. Internally, the company may not manage some processes like managing complicated part promotion programs requiring a facilitator. On the other hand, external factors would vary by such contributions from competitors and dynamics regarding the products.
Thirdly, analysis of the communication process that would reach the customers in the right for influences the IMC development plan. Analysis of information or messages of advertising is critical. The most appropriate messages should be developed to create the company’s desired impact on customers about a particular product or a brand.
Finally, the IMC plan's budgeting forms a crucial part that enables the company to make decisions on costing and resource allocation for the marketing process. The IMC plan's overall cost should not be more expensive compared to the benefits that the process shall award the company.