IMC Pyramid and Planning Model Insights | Integrated Marketing Communications Study
Guide & Framework 2026
Understanding the IMC Pyramid
Final Communication Objective
The final communication objective according to the IMC pyramid is to induce action,
which means prompting the target audience to take a specific action, such as making a
purchase or engaging with the brand.
Developing conviction is an earlier stage in the pyramid, focusing on building trust and
belief in the brand's value.
Creating awareness is the foundational step, where the goal is to make the target
audience aware of the brand or product.
Developing comprehension involves ensuring that the audience understands the brand's
message and value proposition.
IMC Planning Model Steps
The final step in Wang and Schultz's IMC planning model is determining what
communications tactics to use, which involves selecting the appropriate channels and
methods to convey the message effectively.
Segmenting customers and prospects in the database is an earlier step that helps in
targeting the right audience for the communication.
Analyzing information on customers is crucial for understanding their needs and
preferences before crafting the message.
Setting marketing objectives is essential to guide the overall strategy and measure
success.
Positioning Strategies in Marketing
Positioning Approach
The team agreed to redefine the market space, which is a strategy that creates a unique
position for the product where no other competitors exist.
This approach is often referred to as creating a new product category, which allows the
brand to stand out in a crowded marketplace.
Guide & Framework 2026
Understanding the IMC Pyramid
Final Communication Objective
The final communication objective according to the IMC pyramid is to induce action,
which means prompting the target audience to take a specific action, such as making a
purchase or engaging with the brand.
Developing conviction is an earlier stage in the pyramid, focusing on building trust and
belief in the brand's value.
Creating awareness is the foundational step, where the goal is to make the target
audience aware of the brand or product.
Developing comprehension involves ensuring that the audience understands the brand's
message and value proposition.
IMC Planning Model Steps
The final step in Wang and Schultz's IMC planning model is determining what
communications tactics to use, which involves selecting the appropriate channels and
methods to convey the message effectively.
Segmenting customers and prospects in the database is an earlier step that helps in
targeting the right audience for the communication.
Analyzing information on customers is crucial for understanding their needs and
preferences before crafting the message.
Setting marketing objectives is essential to guide the overall strategy and measure
success.
Positioning Strategies in Marketing
Positioning Approach
The team agreed to redefine the market space, which is a strategy that creates a unique
position for the product where no other competitors exist.
This approach is often referred to as creating a new product category, which allows the
brand to stand out in a crowded marketplace.
