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An IMC plan consists of three elements: Marketing, Creative and Implementation.

The marketing function may be referred to as the "plan," and includes all research, analysis and recommendations. Creative includes all advertising, copywriting and design functions. Implementation is the guideline for putting the plan together, ensuring that it is effectively executed and that a detailed follow-up process is put in place. The implementation must include strategic recommendations to measure accountability.

The IMC plan is a tangible plan for the future, a way of measuring whether or not the stated goals and objectives are being met, and a system to adjust the plan to ensure effectiveness.