Project Marketing Plan Homework: Integrated Marketing Communications Strategy
A. Identify the Target Audience
• Before you create a strategic communication plan, you need to understand the target audience.
• Use the target market information from the marketing strategy
B. Set the Communications Objectives
• Use two or more of the marketing objectives found on page 587 of Marketing Management
• Write the objectives to align with the strategic marketing goals.
C. Design the Communications
• Your marketing communications should include: message strategy, creative strategy, and a message source.
• Message strategy: What will you say? How will these messages create points-of-difference and/or points-of-parity?
• Creative Strategy: How will you say it? Will you use informational or transformational appeals?
• Message Source: Who should say it? Your sources should be rated using the following criteria: expertise, trustworthiness, and likability.
D. Select the Communication Channels
• Will you use personal or nonpersonal communication channels?
• Describe the channels for each marketing communication.
E. Reflection
• How did this homework help prepare you for greater responsibility?
Format your homework according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the homework, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.