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Developing your IMC plan
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Table of Contents

EXECUTIVE SUMMARY INTRODUCTION SITUATION ANALYSIS Marketing Mix Analysis Company Analysis Customer Analysis Competitor Analysis Environmental Analysis Opportunity Analysis OBJECTIVES BUDGET TARGET AUDIENCE COMMUNICATION STRATEGY CREATIVE STRATEGY MEDIA PLANNING MEDIA STRATEGY Advertising Direct marketing Internet and Interactive media Public relations Sales promotion Personal selling CAMPAIGN EVALUATION CONCLUSION

About the Author

David Waller is a Senior Lecturer in Marketing at the University of Technology, Sydney, Australia. He has taught advertising and other marketing subjects at a number of universities in Australia, including the University of Newcastle, the University of New South Wales and Charles Sturt University, Riverina. His research in advertising has been published in industry publications as well as in local and international academic journals.

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