As a member of the marketing department for a manufacturer of handheld power tools for home improvement, you have been directed to select a new agency to do the promotion for your firm. Of two agencies solicited, one recommends an IMC plan and the other has developed recommendations for a traditional advertising plan. Write a memo to your boss explaining each of the following:

a. What is different about an IMC plan?

b. Why is the IMC plan superior to conventional advertising?