整合营销方案(英文版).docx

IMC Plan Outline?Executive SummaryProblem StatementSituation AnalysisSWOT???????????????????????????????????????????????????????????????i.??????Strengths of the organization?????????????????????????????????????????????????????????????ii.??????Weaknesses of the organization????????????????????????????????????????????????????????????iii.??????Opportunities in the environment (e.g., demographics, political,??????????????legal, technological, social, cultural, economic, ecological)???????????????????????????????????????????????????????????iv.??????Threats in the environment (same list as #3 above)Market and Consumer Behavior AnalysisCompetitive AnalysisProduct AnalysisTarget Market(s) and Audience(s)???????ObjectivesMarketing objectivesIMC objectivesMedia objectivesStrategies and programsMarketing strategiesIMC strategies and programs???????????????????????????????????????????????????????????????i.??????Elements of the IMC mix?????????????????????????????????????????????????????????????ii.??????Copy platform????????????????????????????????????????????????????????????iii.??????Creative strategies and executionsMedia strategiesEvaluation (pre- and/or post-testing of efforts)Budget ( $1000)AppendicesResearch??????????????????b.??Creative execution (e.g., storyboards, media kits, videos, websites)The Integrated Marketing Communication (IMC) Plan Explanation?An understanding of the IMC mix is essential in putting together an effective and creative IMC plan for Greet the Day.??Given an understanding of marketing and how important integration is in a marketing program, you and your group members can put together an IMC plan that will overwhelm the client.??In the process of effectively developing and implementing an IMC plan, marketers and communication professionals should always follow the marketing concept.??Consumers’ wants and needs (i.e., donors and publics) should always be the main focus of the program.??To lose this focus means that the program, although creative or a