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Developing your IMC plan
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Table of Contents

EXECUTIVE SUMMARY
INTRODUCTION
SITUATION ANALYSIS
Marketing Mix Analysis
Company Analysis
Customer Analysis
Competitor Analysis
Environmental Analysis
Opportunity Analysis
OBJECTIVES
BUDGET
TARGET AUDIENCE
COMMUNICATION STRATEGY
CREATIVE STRATEGY
MEDIA PLANNING
MEDIA STRATEGY
Advertising
Direct marketing
Internet and Interactive media
Public relations
Sales promotion
Personal selling
CAMPAIGN EVALUATION
CONCLUSION

About the Author

David Waller is a Senior Lecturer in Marketing at the University of Technology, Sydney, Australia. He has taught advertising and other marketing subjects at a number of universities in Australia, including the University of Newcastle, the University of New South Wales and Charles Sturt University, Riverina. His research in advertising has been published in industry publications as well as in local and international academic journals.

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