marketing communications plans are all based on the same set of information. the current situation a brand or company faces is analyzed, a problem or opportunity is identified, and a plan of action is developed and implemented. As part of the planning process each element of the marketing communications mix is evaluated for inclusion in a plan. plans for each element are designed and implemented separeately and then integrated into a master communication plan and then the master plan-the marketing plan.

kraft integrated communications planning process:

what is kraft hockeyville is accomplishing for kraft and what are the communication objectives for kraft hockeyville. is there a particular reason you state this reasoning.