Your first task for this company is to write a 1,500 word report (EXCLUDING references and appendices), that focuses on the issues a firm should take into consideration and be aware of when preparing an integrated marketing communications plan using top-down and bottom-up approaches. In particular you need to be able to clearly outline how: Consumers use information from different sources to decide what to buy, what the information needs are when making purchase decisions, and what media channels are most appropriate at each stage. Article that must be included please: Batra, Rajeev & Keller, Kevin Lane, (2016), Integrating Marketing Communications, Journal of Marketing, 80, 6, November, 122 – 145. Essay Structure: Header page Executive summary Contents page Introduction Main Body Recomendations Conclusion Appendices (optional but likely to be needed) References and Bibliography
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