Delite, a food and beverage company, is launching a new range of frozen food. The marketing department at Delite wants to develop an IMC strategy for the product launch. Which of the following should be the first step taken by the marketing department in order to develop an effective IMC strategy?
a. Design ads for the print and electronic media for maximum reach
b. Identify wants and needs of consumers
c. Establish the product as a superior addition to the existing product range
d. Isolate parts of the promotional mix and allocate them to appropriate departments
Answer: b. Identify wants and needs of consumers