IMCP: Researching the Client


Dr. Randall Hansen's Integrated Marketing Communications Program (IMCP)

Becoming an expert on all aspects of the client and the client's products/services is an obvious requirement of IMC planning.


Researching the Client

A comprehensive analysis of the client is essential to the success of your plan. Be sure to gather as much information about the client as possible, including:

  • company/organization background
  • key personnel
  • all previous marketing efforts
  • current (and past) marketing materials (ads, packaging, brochures, logos, etc.)
  • complete product/service mix


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