An understanding of the dynamics of the external marketing environment, including opportunities and threats, is critical to IMC planning.

Researching the Environment

A comprehensive analysis of the environment is a critical component of the IMCP. Your agency must have a detailed understanding of the major trends, opportunities, and threats in each of these critical marketing environments:

• demographic environment
• social/cultural environment
• legal/political environment
• economic environment
• technological environment
• natural environment

Note: The impact and importance of each of these external environments will vary depending on the client, the product, and other factors. The agency will need to determine which of these environments will have the greatest importance/impact.

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