development of an integrated marketing communication plan
The third stage of the process is the development of an integrated marketing communication plan that includes: (1) a “signature creative piece” that will specify the brand message and means of delivery to be used as the platform for the campaign; (2) a discussion of how supporting Marketing Communication (MARCOM) function will be utilized to maximize effectiveness; (3) rationale supporting the proposed creative development; (4) a proposed media plan that included a timeline for the launch of the campaign and its specific elements; (5) an accounting for how the budget will be allocated among the selected MARCOM functions; (6) a discussion of anticipated results and means for evaluating the proposed campaign.
Requirements: 2-3 pages
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