Download A Practical Guide to Integrated Marketing Communications by Tom Brannan PDF

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By Tom Brannan

The profitable integration of all facets of promoting communications round one middle positioning for an organization or model is essential if busy agents are to realize greatest impression and effectiveness from a given funds. this article indicates how to find key audiences and messages, and advance a method that might bring up advertising effect. The ebook assesses the strengths and weaknesses of a few of the communcations routes to be had and offers suggestions on choosing the right combine to fulfill the agreed targets.

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Additional info for A Practical Guide to Integrated Marketing Communications (Marketing in Action)

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The technology story may well be a powerful substantiation of the positioning but it is not the lead element. Catalytic Since this is a book on communication, we must not miss one last and important qualifier: does the proposed positioning look as if it could spark some top-notch creative solutions? If a positioning does not act as a catalyst to powerful, intrusive campaigns then it is in danger of remaining a closely guarded secret! 3 as a checklist allows us to eliminate the obvious failures and to narrow our focus down to one or two strong candidates.

But we can go further by preparing simple tools to help them give us the information we need in a form which makes it easy for us to work with. STRATEGY SUMMARY BUSINESS UNIT: ................................ Completed by: .......................... Date: .......................................... PLAN PERIOD: ................................... 5 Form used to simplify planning issues 30 n A Practical Guide to Integrated Marketing Communications One major problem is taking a long and involved corporate longterm plan and distilling out its essence so we can identify the communication need.

All of this information helps narrow our focus further, thus ensuring that our – inevitably limited – communication budget is targeted at those market segments which offer the greatest potential in reaching our marketing and business objectives. It gives us the scope of our audience and, using data available from in-company and published sources (such as trade association and governmental statistics), allows us to define the size and location of that audience. When we add our knowledge of seasonal buying patterns and of our channels of distribution, we can develop a timing plan for when our activity needs to be at its highest for optimum effectiveness.

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