Integrated Marketing Communications In The Digital Age
o Briefly explain/justify why this target is suitable
o Justify any additions or alterations you make to this profile
o Indicate where/when these consumers are receptive to marketing communications
o Outline their level of awareness when it comes to the brand and to financial services
Outline your campaign objective and more narrow communication goals.
• What is the broad marketing communications objective to this campaign?
o Who/What/When format
o Why this objective – it must clearly relate or be justified back to the problem statement and/or to the target segment.
• Outline the more specific communication goals, for example:
o What do we want our target audience to think at the end of this campaign?
o What do you intend to change? Their perceptions? Attitudes? Etc? In what way?
o What action do we want our audience to take as a result of this campaign?
