PPT Slide

IMC Planning

Determine the role of each media class in the overall IMC program

Consumer Need for Information

High

Low

Available Processing Capacity

High

Low

Allocating Tasks by Media Class

Direct mail

Web

Infomercials

Classified

Trade Magazines

Trade Shows

Emotomercials

Long TV Spots

TV Spots

Short TV Spots

Radio

Newspaper Display

Consumer magazines

Outdoor

Email

Web Banner

Catalogs

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