Abstract: Graves Enterprises Floor Care Products Consumer and Commercial Product Divisions have been working aggressively to create an Integrated Marketing Communications Plan. The Integrated Marketing Communications Plan (IMC) “evaluates the strategic roles of a variety of communications disciplines for example, general advertising, direct response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages.” (Kolter & Keller, 2009), however, even though the Marketing Director of Consumer Products Division, Joshua Edwards, has worked with his team to generate multiple ideas that he has presented as an IMC plan it needs to be reviewed with a critical analysis because it does appear to meet the definition. After reviewing the plan sent by Joshua and having the Financial Analyst, Abbey Buzwelda, report that the Consumer Product Division campaign will not break even until Year TWO which will not meet the profitability goals of the company. The second part of Abbey’s report addressed the fact that the Commercial and Consumer Products division could have economies of scale by working together in their marketing communications. Let’s look at what needs to be done first in order establish a strong Integrated Marketing Communications Plan for Graves Enterprises.

Introduction Graves Enterprises need to establish a total marketing communications budget for both divisions. Even though it is more difficult to do according to Kotler, I think it best to use the Objective Task Method. "The objective-and-task method has the advantage of requiring management to spell out its assumptions about the relationship among dollars spent, exposure levels, trail rates, and regular usage.”(Kolter & Keller, 2009) Therefore, Joshua and Rena will be asked to write their