What is an integrated marketing campaign?

How Many Elements Does An Integrated Marketing Campaign Outline Contain?

• Answer:

  An integrated marketing campaign contains about eight elements namely the situation analysis, the SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis, campaign strategy, communication strategy, media plan, other marketing communications activities, the appropriation and budget and campaign evaluation. The situation analysis deals with the product and company research, a study on consumers and stakeholders, market analysis, a thorough observation of the competitive situation and industry analysis. As for the SWOT analysis, it has two dimensions, the internal dimension that contains the strengths and weaknesses of the product and the external dimension that comprises of the opportunities and threats present in the outside environment. The third element is the campaign strategy, which adumbrates the objectives, targeting and positioning of the brand or product. Next comes the element of the communication strategy that revolves around research done on message development, the creative theme as well as the tactics and executions. As for the media plan, it encapsulates the modes of media that are to be used for the campaign. Other marketing communication activities, appropriation and budget and the campaign evaluation are the elements that form the final basis of the integrated marketing campaign outline.