The Integrated Marketing Communications (IMC) planning process begins by looking at the firm's overall marketing strategy, its positioning strategy and _______.

Question

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The IMC planning process takes into account the firm's overall marketing strategy, its positioning strategy, and the target audience for the specific product or service being promoted. The stage in the product life cycle and product portfolio may also be considered, but they are not as crucial to the initial planning process as the target audience. Pricing strategy may be addressed later in the process as part of the promotional mix.

The Integrated Marketing Communications (IMC) Planning Process Begins by Looking