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Specific objectives for the IMC program facilitate coordination of the various groups working on the campaign.Many people are involved in the planning and develop- ment of an integrated marketing communications program on the client side as well as in the-various promotional agencies.The advertising and promotional program must be coordinated within the company, inside the ad agency, and between the two.


Original text

Specific objectives for the IMC program facilitate coordination of the various groups working on the campaign. Many people are involved in the planning and develop- ment of an integrated marketing communications program on the client side as well as in the-various promotional agencies. The advertising and promotional program must be coordinated within the company, inside the ad agency, and between the two. Any other parties involved in the promotional campaign, such as public relations and/ or sales promotion firms, research specialists, or media buying services, must also know what the company hopes to accomplish through its marketing communica- tions program. Many problems can be avoided if all parties have written, approved objectives to guide their actions and serve as a common base for discussing issues related to the promotional program.

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