Question

What is the critcal link between setting objectives and selecting appropriate media for various aspects of an IMC program.

What is an example?

Answer 1

The ground objectives after the Target audience is defined, is essential to be clarified for the success of a marketing campaign, with the efforts of IMC Program. This is a critical link between setting objectives and selecting appropriate media for various aspects of an IMC Program. For example, the objective of the campaign may be to create awareness of a Product on the minds of the Target audience. This shall help the audience associate with the Product or the Brand, thereby increasing the Demand and subsequently, the Sales of the Product. In this case, the critical link between setting objectives and selecting appropriate media for various aspects of an IMC Program is the Target audience. That needs to be a common link to ensure that the IMC efforts are all channelized in a particular direction itself.