Integrated Marketing Communications plan evaluation / Marketing communications

Integrated Marketing Communications plan evaluation

Heliance IMC Plan
Title: The planning and implementation of integrated marketing communications
Citation: Barbara Caemmerer, (2009) "The planning and implementation of integrated marketing communications", Marketing Intelligence & Planning, Vol. 27 Iss: 4, pp.524 - 538
Article type: Case study
DOI: 10.11 (Permanent URL)
Publisher: Emerald Group Publishing Limited

Purpose – The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, real-life case study.

Design/methodology/approach – A mix of secondary and primary research is used: analysis of academic literature, market research data and organisational data, as well as interviews conducted with members of the Renault Marketing Team.

Findings – The planning and implementation of integrated marketing communications is complex and involves a wide range of different management tasks. These include: situation analysis and identification of marketing communications opportunities; choosing the right marketing communications agency; campaign development and implementation, including the selection of the marketing communications mix, creative execution and media planning; campaign evaluation; planning of follow-up campaigns; and managerial coordination between all tasks and parties involved to ensure integration of marketing communications initiatives throughout the campaign.

Originality/value – Applies marketing communications theories to a real-life example and illustrates comprehensively the management tasks involved in the planning and implementation of integrated marketing communications campaigns. Provides hyperlinks and references to organisations and bodies relevant to the marketing communications industry as well as academic literature.

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Job swap?

by stretching-out-feelers

OK, here's an outside-the-box suggestion. But I've seen it work before, so why not give it a shot?
I have a very good job with a great print/multimedia publishing company in a neat little, happening, somewhat alternative college town (outside CA - approx. 550 miles to SF).
But for personal reasons I need to move back to the Bay Area asap. My S.O. has a major health problem and I need to be local.
I was wondering if there's anyone out there who might be interested in job swapping.
Position is Director of Marketing and Communications, looking for similar. Candidate needs about 10+ years of marketing/PR experience

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