Managing and coordinating the complete communications practice calls for
thorough marketing communications planning. It is important to identify the added
value of an inclusive plan that assesses the tactical roles of an assortment of
communications disciplines and combines these disciplines to provide transparency,
uniformity, and maximum impact through the seamless assimilation of discrete
messages.
What objectives are appropriate for your initial communications campaign? What
message design and communication channels are likely to be most effective for the
target audience? Which promotional tools would be most effective in your
promotional mix?
Be careful not to confine your media sources to television or to the Internet and
exclude other forms such as personal selling and radio. You will submit your
advertising program, complete with objectives, advertising message, and creative
strategy, media decisions, and sales and promotional materials.
