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On the Mark Accounting and Tax Services

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Consumer Behavior Outline for Exotic Smokes Cigarette Company
The IMC Plan Project for On the Mark Accounting and Tax Service, LLC means starting at zero with the IMC campaign planning. The CEO of the company knows that acquiring and retaining clients is an ongoing process, and now is the time to complete an analysis to determine what, if any, changes need to be made to the marketing communication efforts. There are many reasons a formal campaign plan should be created: it will provide the CEO a sensible process to identify the most important exchange issues on which the company should focus; it notifies everyone involved with MC, what is expected of them; it will assist in guaranteeing the MC effort is incorporated and concentrated on the most important message issues; these plans inform top management personnel how and why the funding will be spent and what the company will gain in return; and the plan will provide the CEO and marketing management a criterion against which development and final results can be measured (Duncan,
2005, pp. 170-171).
Executive SUMMARY

to: Mike Yesner

FROM: REBECCA BRYSON

SUBJECT: IMC PLAN PROJECT

DATE: 6/11/2013

CC:

Purpose and Scope of Document The purpose of this document is to introduce an IMC Campaign Plan to the board of directors at On the Mark Accounting and Tax Service, LLC. First, marketing managers must identify target audiences; second, the CEO and management team must analyze the SWOTs of the company; third, the CEO and marketing team need to determine MC objectives; fourth, the marketing teams needs to develop strategies and tactics; fifth, the CEO and marketing team need to determine the budget for the plan; and sixth, the CEO, management team and marketing team need to evaluate the effectiveness of the plan (Duncan, 2005, p. 172).
Summary Recommendations Identifying

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