What is the first step in the IMC communication model?

The first step in the Integrated Marketing Communication (IMC) communication model is a review of the marketing plan. This step is crucial because it lays the groundwork for all subsequent communication strategies and decisions. By thoroughly analyzing the overall marketing plan, marketers can understand the broader context in which they are operating, including target audiences, brand positioning, marketing objectives, and the competitive landscape. This understanding ensures that the IMC efforts are aligned with both the brand's overall strategy and specific marketing goals.

This initial review is vital for shaping the direction of communication messages and strategies, allowing for a cohesive approach across various channels to effectively engage consumers. Integrating insights from the marketing plan enables marketers to tailor their messages effectively and choose the right communication tools to reach their audience.