During the evaluation phase of an IMC program, a firm will identify the target audience and make needed changes.
IMC 'Integrated Marketing communication' is described by the American Marketing Association as "a planning process meant to ensure that all brand contacts for a product, service, or organization received by a consumer or prospect are relevant to that person and consistent across time."
A company will choose the appropriate promotional materials, set the budget, identify the target audience, design the promotion, and schedule the promotion during the planning phase. The primary goal of integrated marketing communication is to successfully promote the product to increase sales while being cost-effective.
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