2- Background information relevant to IMC Plan, the IMC planning model (IMC so you can gain some insight as to what will be involved in developing the IMC project. You can use IMC planning process presented in Figure 1-7. (On page/Pages of its own with title) 3- Specify (real company) or Develop (factious company) an internal organization chart and specify whether you are going to use a centralized or decentralized system and whether you will use an in-house agency or hire an outside agency. (On page/Pages of its own with title) A. If you decide to hire an outside agency you should specify what type of criteria you will use for selecting an agency. B. Do you plan on using a full-service agency or a creative boutique? C. What type of agency compensation system do you plan to use and why? D. How will you evaluate the performance of the agency? Attention should also be given as to whether you will be using any specialized marketing communication services such as direct-response agencies, sales promotion agencies and public relations firms. 4- Analyze the marketing situation analysis for the product or service you have chosen. (On page/Pages of its own with title) A. You can use the marketing and promotions process model shown in Figure 3-5 as well as some of the factors shown in Figure 1-5 from Chapter 1 as a guideline to conduct your situation analysis. B. For the consumer analysis, describe the consumer decision process for your product/service as shown in Figure 3-1. C. Explain what factors are relevant at each stage. D. What are the implications of your situation analysis for the development of your IMC plan? E. How will the market for your product/service be segmented? F. Which segments will be targeted and why? G. What will be your target audience for your IMC programs? 5- Use the information from chapter 4 to analyze how consumers in the target audience for your 1 product or service will respond to elements of your IMC program such as advertising, sales promotion, direct marketing or your web site. (On page/Pages of its own with title) A. Which of the response hierarchy models discussed in chapter 4 is most applicable for this product or service? B. Specify the stages in the response process through which consumers will have to pass before purchasing your product or service