As you consider the information in the case, think about each phase of development for an IMC plan.
Do not be tempted to quickly jump to conclusions about how to allocate the funds – follow the steps in developing an IMC in order.
As you consider the various options (who and how to target, budget considerations, TV advertising, PR, coupons, etc) weigh the pros and cons of each.
Remember you will be evaluated on your overall IMC plan, including the process you used for developing it, NOT on individual components.
Consider the five stages of developing an IMC plan and come up with some ideas for each of the five stages:
Identify the target audience
Establish the objectives
Determine the budget (be sure to allocate it among your objectives)
Decide the mix
Evaluate the outcome
Be sure to state how it is that you came to the recommendations and conclusions that you did. Describe what you hope to achieve, what you are trying to avoid, and the significance of each step in your plan.
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