4. THE PLANNING PROCESS Identify target audience Determine objectives Design communication Select channels Establish budget Decide on media mix Measure results Manage IMC
5.
6.
7. Source: Business Marketing Association, USA, 2008 www.businessinfoline.com , May 20, 2009 The division of an average B2B marketing communication spend Activity USA (in billion $) India (in lakhs, INR) Trade Shows/ Events 17.3 803 Internet 5.5 124 Magazines 10.8 277 Publicity/ PR 10.5 270 Direct Mail 9.4 110 Dealer/ Distributor Material 5.2 186