IMC Lecture 8

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context analysis promotional objectives

promotional strategy

coordinated communications mix

implementation

Control and evaluation

control and evaluation…

1. Discuss, develop and decide on marketing objectives

2. Establish performance measures and standard

3. Evaluate actual performance against established standards

4. Take corrective action as

necessary

Regular performance reports should be provided

consumer audits

http://www.ico.gov.uk/what_we_cover/taking_action/~/media/documents/pressreleases/2011/t-mobile_news_release_20110610.ashx