A Practical Guide to Integrated Marketing Communications by Tom Brannan

By Tom Brannan

The profitable integration of all points of promoting communications round one center positioning for an organization or model is key if busy sellers are to realize greatest effect and effectiveness from a given finances. this article indicates how to find key audiences and messages, and advance a method that would elevate advertising influence. The booklet assesses the strengths and weaknesses of a few of the communcations routes on hand and offers information on selecting the best combine to satisfy the agreed targets.

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Such a plan will reflect not only the best times for selling to the end user but also the ideal time to sell into distributors and retailers. ’ stage of planning. We need to establish where our brand stands in each relevant country, market and sector at the time of preparing the plan. In looking at any aspect of the campaign we must always be aware of the overall brand positioning; this is the glue which will hold integration together. However, individual campaigns – even for a single brand – will each have a specific job to do.

They started by targeting the business market. The immense level of press coverage given helped a great deal in achieving this. However, even those who knew of the service had little idea of what it offered or how it worked; there was an immense educational task to be done. When the market began to pick up, mobile phones were regarded as being for either the chief executive or the ‘flash Harry’. If mass sales were to be achieved, this perception had to be changed significantly. Communication had, at the same time, a major task to fulfil in establishing preference between the two competing networks and amongst the numerous distributors.

At this point these audiences should be listed in priority order based on their ability to affect the achievement of the plan. This will help to construct a viable budget at a later stage as we are rarely able to afford to do everything we would wish. It is now possible to use a similar process to that used to identify the brand positioning. In this case, we seek to match the major issues in the minds of each audience with what we can deliver against those issues. If, for example, regulators are currently deeply concerned about environmental performance, we need to communicate the positive aspects of our performance in that area.

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