To Share

PEMBAHASAN ISI MAKALAH Key Points In This Chapter : 1.       How does IMC campaign planning work, and how does it use zero based planning? 2.       What are the six steps in the IMC planning process? 3.       Why is internal marketing important in IMC planning? A.     Starting at Zero with IMC Campaign Planning a)       Planning Throughout the Organization Zero based campaign planning occurs at multiple levels within an organization. At the corporate level, it means revising the business plan, which is the company’s overall strategy of operating, in order to maximize profits, brand equity, and the company’s share price (if the company is publicly owned). Below the corporate business plan are the plans of individual departments operations/production, human resources, financial, marketing, and sales. In the case of marketing, the analysis and planning focus primarily on goals for sales and share of market, which can be met throughsuch strategies as launching a new