1. Please help me to understand what the impact is of a marketing communication objective on the communication strategy of an integrated marketing communications campaign.
Often, a good place to begin a question like this is to understand the meanings of the main concepts, mainly marketing communication objective, and communication strategy, which we will look at through discussion and example below. Briefly, your marketing communication objective states what you wish to accomplish, and the marketing communication strategy is how you are actually going to meet the objective (what you are going to do).
Let's look at how we would go about deciding on a marketing communication objective, followed by an example illustrating the link between the marketing communication objective and strategy.
Example: Deciding on your marketing communication ...
This solution discusses the impact of a marketing communication objective on the communication strategy of an Integrated Marketing Communications Campaign. References are provided.