This article breaks down the IMC planning strategy into easy terms for the marketer to use and apply to their own work. For example, the article suggests that you must come up with a starting idea and message for a campaign and apply all IMC techniques to end up with a simple but clear message that adds value to the product through the use of language and imagery. Successful marketers know how to use market research to come up with a message that their entire audience can comprehend and associate with the product by taking one look at the marketing promotion.
This article cuts away from the traditional six features of the IMC planning strategy and looks at a 'creative strategy' that can help marketers to add a new look at creativity and how it should be intergrated into their communicaiton mix. The article includes a redefined four step model suggesting that marketers must prepare, incubate, illuminate and verify their ideas along with smaller specific steps to help them plan out their overall strategy and make it more creative, thus, more successful and memorable.
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