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Monthly Archive for: ‘March, 2014’

What is a strategic plan?

A strategic plan is a formal written document that identifies and describes specific objectives of an organization and how that organization will achieve those objectives. A strategic plan is not something you write on your own in an afternoon and then share with others. Rather it should involve a series of meetings (depending on the size of the organization) and …

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History of Integrated Marketing Communications

The term Integrated Marketing Communications was first coined in 1989. Since that era, marketing communications has shifted from a dominance of advertising. The American Association of Advertising Associations (4 A’s) defined IMC as “an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.” At that …

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