Marketing
... Once a product has been finalized, along with the pricing and distribution of the product established, it is now time for the marketing director to create and establish a marketing plan to Promote the product. IMC, Integrated Marketing Communication, involves just this, creating a plan which indicates which tools and to whom the marketing director wishes to communicate. ... It is important for the marketing director to understand the product, its positioning, and its target segment to effective create a promotional mix of advertising offering it the greatest amount of sales for the money spent. ... These three items are important in gearing the marketing approach toward individuals who will retain the messages that a company is putting forth. Simply stated the IMC plan should similar to the overall marketing strategy set forth by the company.