Integrated Marketing Plan
In the Personas chapter, we discussed personas and the importance of defining your target audience. A marketing plan may include one or more campaigns focused on one or more target segments. Some campaigns may focus on achieving specific goals for a single segment. Other campaigns may focus on a common set of goals using a variety of IMC activities targeting different segments.
Clearly defining the audience for IMC activities is an essential input. This is because different market segments use different types of media, and they may have other distinctive characteristics that impact the effectiveness of a communication method. Your decision about whether what tool to use in an IMC campaign should depend, in part, on what proportion of the target audience you can reach with this tool.
Understanding your target segment(s) and their communication and media habits will make a huge difference in your ability to design IMC plans to reach the people you want to reach. See below for an example of a persona called ‘Responsible Rebecca’.
This page contains material taken from:
Heisz, A., & Richards, E. (2019, April 18). This article in the Economic Insights series examines the economic well-being of millennials by comparing their household balance sheets to those of previous generations of young Canadians. Retrieved from https://www150.statcan.gc.ca/n1/pub/11-626-x/11-626-x2019006-eng.htm
Lumen Learning. (2016). Determining IMC Objectives and Approach. Retrieved from https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-determining-imc-objectives-and-approach/
Marshall McLuhan Predicts The Global Village. (n.d.). Retrieved from https://livinginternet.com/i/ii_mcluhan.htm