Determine the Promotional Mix
Once marketers have selected marketing communications methods, the next step is to decide which specific tools to employ, when, and how much. IMC programs are very powerful when they layer communication channels and methods upon one another—it’s an approach that amplifies and reinforces the message. The next section of this module goes into much more detail about marketing communication methods, common tools associated with each method, and when/how to use these tools most effectively.
7. Execute the Campaign
The final sections of this module provide recommendations for how to create effective communication and marketing plans that simplify execution and follow-through.
8. Measure Results
Later in this module we will also discuss the process of identifying the best means of measuring the success of IMC efforts. Tracking and understanding results is how marketing teams and managers monitor progress and know when they need to adjust course.
As marketers design their IMC activities and marketing campaigns with an eye toward results, accountability, and outcomes, they will benefit from an approach that emphasizes alignment between organizational strategy, marketing strategy, and the day-to-day marketing tactics that execute this strategy.