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

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