Integrated marketing communications an important component of a marketing program, the communication process includes a source, also known as the sender or originator. Other components of the communication process are the message, channel for decimation and a target, also known as the receiver. Integrated marketing communication entails integrating strategies, tactics in advertising, promotion, personnel selling, database marketing, direct marketing, alternative marketing,, FÉ active marketing and public relations. The goal is to create a unified communication program and reinforce the company's unique selling proposition. Promotional planning is important and has to be infused with other components of the marketing program for best results. Promotion has to be well planed, using promotions opportunity analysis. 

A communication budget is then created along with strategies and tactics. The promotion budget can be arrived at, using one of four methods. The first method is the percentage of sales method, using this method involves using the budget from previous years sales or anticipated sales. The industry practice is taken into consideration. The second method is the competition spending method. This involves researching the competition spending and matching it. This is done to avoid loss of market share. Excess funds approach is the next method. It involves determining what is left over after all expenses are calculated. The objective task method entails creating a budget based on what is determined to be important and needed.

1 Discuss integrated marketing communication.

2 Discuss promotional planning and budgeting.