Once the brand is engineered and brand strategy is established, it needs to be launched with a comprehensive and integrated communications plan that includes traditional and online channels.
This stage includes developing the messaging, concepts, creative assets, and production of traditional and online marketing communications materials such as advertising, sales collateral, corporate literature, public relations, online promotions, and other web-based initiatives.
Traditional and online media channels are reviewed and recommended based on market and audience research, strategy, budget, placement, measurement, and projected ROI.
Understanding the effectiveness of the programs is essential in refining channel management. Detailed post-buy analysis, auditing, future planning, and negotiation all depend on continuous follow up of program metrics.