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Sophie Frakes's insight:
Budgeting is a key aspect of IMC. Money spent in the wrong channel means that the message may not reach the target audience or that they may recieve the wrong message. Furthermore advertising, PR, sales promotions and other areas of IMC do not come cheap so care needs to be taken when alloctating the communication budget to ensure that the returns on the spend are worth while. In order to achieve success in budgeting for IMC the marketer must understand clearly the current environment, the brand, the product, the message, the consumer and the goal (in order to measure the result against it). Without evaluating each of these aspects it will be impossible to fully integrate a communication strategy and achieve success within budget.
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