Integrated Marketing Communications A marketing communications planning concept. Recognises the value of a comprehensive plan. A plan that evaluates...

It is an essay question/business report. The question asks about the importance of IMC (Integrated Marketing Communications). Make sure that you clearly answer the question. Write your answer in report-style, with an introduction, headings, sub-headings, points, conclusion, etc. Just 500-600 words are OK.

4 points: perspectives on consumer behavior, the communication process, objectives & budgeting, creative strategy.