Department of Business Administration
School of Business and Economics
MARK 34 ADVERTISING

INTEGRATED MARKETING COMMUNICATIONS PLAN FORMAT

Title Page:
The following information should be included:
Name of client and product
Time period covered by campaign

Course Number and Title
Department/College/ University Name
Professor's Name

Name of your agency team
Names of agency team members
Date
TABLE OF CONTENTS

EXECUTIVE SUMMARY
A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are: • Campaign Title: Provides the title of the campaign developed by the team • Major target audiences • Time period of the plan • Campaign objectives • Campaign theme/slogan • Overall budget total • Budget breakdown (Pesos and percentages) by each major IMC element and each medium • Summary of media used (Media flowchart) • Evaluation program
The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember, the basic purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing -- in one or two pages. Be precise. Be complete. Organizing the Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material.

I. REVIEW OF THE MARKETING PLAN

II. SITUATIONAL ANALYSIS

• Industry/ Company review A description of the industry in which your product competes, its size, growth, current trends and developments, macro-environment factors and issues (PEST-DEG analysis); and any key factors necessary for an understanding of the setting. A snapshot of your company, including a very brief history, the firm's present status or place in the industry (e.g. size, growth, image), product lines,