For example, suppose social media posts about a new product announcement include a link to a product information page on a company’s Web site. In IMC projects, different touch points are designed to support and build on one another the campaign plan helps ensure that each piece is in place when it’s needed. Campaign plans provide the critical element of timing by specifying each step in the process and when it must take place, so that the whole effort is well coordinated.
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By thinking through exactly which marketing communications tools will be needed and how they will be used, managers can ensure that the plan fits within budget and that they have sufficient resources to pull it off. The campaign plan ensures that the entire marketing team has a common vision for what they are working toward and what role each person will play in achieving it. These “action plans” fit into a broader marketing plan and are used to document the actual steps that need to happen, when, and who is responsible for them.Ĭampaign plans help marketers to think ahead about how they will execute the promotional mix. For this reason, marketers routinely create campaign plans (also called IMC plans), which carefully list each step required to complete an IMC project.
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Even simple marketing plans require multiple steps to execute effectively. As you can appreciate at this point-especially after learning about all the available IMC methods and tools-IMC is complicated and often elaborate.