P/M/684. Marketing communication planning in theory and in practice

The paper reports on creating a website for a high street retailer, as part of their marketing communication plan for the next financial year. Theoretical approaches to marketing communication (MC) are reviewed highlighting the benefits of integrated online and offline communication (IMC). The step by step work at the marketing communication plan is described including situation analysis, the setting of objectives, strategies and tactics, the choice of communication tools, control measurements, etc. The planning is conducted along the lines of the RABOSTIC (Research, Audiences, Budget, Objective, Strategy, Tactics, Implementation and Control) system.