- Concisely outline the communications task to be achieved (communication objectives).
- Identify the target market that you think would be most appropriate and give an account of their characteristics and their communications behaviour. These people will be your target audience for the campaign. Also, you need to recognise what type of product that you are dealing with, for instance in terms of high- or low-involvement product, stage in the product life cycle, benefits sought by the target audience, etc. This part represents the context analysis.
- Clearly outline the communication strategies that you propose in terms of what specific IMC tools to use and what media. This part represents the IMC recommendation.
- Explain why these strategies in terms of specific IMC tools and media are the most appropriate to be used for the communications task and the communications context, supporting your decisions with explicit references to academic theory.
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