Title: Integrated Marketing Communication Plan Guess what?You’ve just become an Account Executive at an advertisingagency!

The purpose of the IMC comprehensive project is to have astudent develop an integrated marketing communications plan for aproduct or service as they proceed through the course. This willencourage the students to apply the course material and develop anappreciation for the process a product manager, account executiveor marketing communications manager goes though in developing apromotional plan. The project will also help students gain anappreciation for the various sources of information available thatcan be used as part of the promotional planning process. You haveto submit whole paper into three sections.

*Client Section*

You should choose a national, regional or local brand of productor service for which they will be developing their IMC plan. A keyfactor to consider is that the client must have enough of a budgetto make IMC implementation possible. The better client is not wholecompany, but specific brands or products. NIKE is too big andamibuous (think about how many products or target they have). NIKERunning shoes or DIET COKE is better choice to the project.

*suggested Table of Contents*

1. Introduction

2. Buyer Behavior

Describe the consumer decision process for your product/service.Explain what factors would motivate this purchase, the searchprocess, what attributes might be important at the alternativeevaluation stage, the degree of problem solving, etc. Explain whattraditional external factors might influence consumers’ decisionmaking process for this product or service such as culture,subculture, social class and reference group. Any new trends? Whatare the implications of your consumer behavior analysis for thedevelopment of your IMC plan?

3. Three Cs Analysis

In developing an integrated marketing communications plan, thefirst step requires an analysis of the three Cs—customers,competitors, and communications.