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IMC

Defining a communication plan:

1. What is the role of research in IMC?
2. What is the impact of segmentation, Targeting, and positioning on IMC?
3. Why is the segmentation and targeting of the audience important to IMC?
4. What are some considerations when selecting a positioning platform for an IMC campaign?
5. Why is it important for ll elements in an IMC plan to speak in one voice?

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. What is the role of research in IMC?

Research is of high importance in IMC because the database of information about consumers and market is integral to the development of IMC campaign. IMC seeks to utilize database developed via market research to develop different elements of the campaign.

IMC starts with the outside-in view. In other words, it means to under-stand what the consumer is doing or has done and to explain why thIs behavior exists. This is only possible by conducting an extensive market research and analyzing the collected data to develop effective campaigns.

source: http://facta.junis.ni.ac.yu/facta/eao/eao2000/eao2000-11.pdf.

2. What is the impact of segmentation, Targeting, and positioning on IMC?

Your brand positioning strategy refers to how your customers perceive your brand in relation to the competition. The possible positioning strategies include: attributes, competitors, use or application, price/quality relationship, ...

Solution Summary

What is the role of research in IMC?

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