Chapter 7 of the textbook describes the role of marketing plan and the importance and effect of marketing planning on integrated marketing communications (IMC). Using the text for support, address the following items:
Explain what the IMC approach entails, specifically with regard to marketing and advertising planning.
Describe how IMC needs both inside-out and outside-in perspectives.
Find a company and discuss the four sources of brand messages for that company (i.e., planned messages, product messages, service messages, and unplanned messages).