6 phases of marketing communication

1. Know your target audience
communicate with a specific audience to make the most effective use of your resources.
Segmenting specific audiences into groups based on characteristics will help you.
2. Develop a situation analysis
SWOT analysis- structured method of evaluating the internal strengths and weaknesses, and external opportunities and threats that can impact your brand.
Provides insight into both internal/external conditions that can lead to a more effective marketing communications strategy.
3. Determining marketing comm objectives
Document what you want to accomplish with your IMC strategy. Objectives should be measurable if you truly want to map your campaign’s effectiveness at the end of your plan’s term
4. Determining your Budget
Realistic idea on what you have to work on, will shape the tactics you develop next. Determine overall budget, come back after step 5 to refine your budget allocations.
5. Strategies and tactics
Look back at objectives, develop strategies- ideas on how you will accomplish these objectives. Tactics are specific actions on how you plan to execute a strategy.
6. Evaluation and measurement
Almost as important as plan as a whole. Outline a method of how you will evaluate the effectiveness of your IMC strategy. Sometimes elements of your plan will not work. It’s important to know what did or didn’t, understand why, and make note for future planning
Marketing communication resources note
The more focused on how you will utilize your resources for promoting your business, the more you will understand where your money is going and how it’s performing. An IMC strategy is important for any business or organization.

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