Question

The executive summary:
• is a brief summary of the entire IMC plan.
• focuses on the link between the marketing objectives and the
strategies.
• shows how communication is tied to the brand’s overall goals.
• enhances understanding of the strategic nature of the plan.
The introduction sets the scene for the IMC plan
• What is promoted?
• Who is doing it?
• Where is it done?
• When it will be done?
• Why is it done?
• Length of campaign?
Integrated marketing communication planning and implementation
summarise it as short as possible in easier temrs

Answer 1

**Executive Summary:**
- A short overview of the IMC plan.
- Connects marketing goals with strategies.
- Links communication to brand objectives.
- Clarifies the strategic approach of the plan.

**Introduction:**
- What is being promoted?
- Who is promoting it?
- Where will it take place?
- When will it happen?
- Why is it being done?
- How long is the campaign?

This section sets the context for the IMC plan.