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The first stage of the process is to create an abstract. The one page abstract due Fundamental IMC Planning and Decisions module should identify:
Short description of the firm’s purpose,
Your reasons why you chose to prepare an integrated marketing communications audit for this firm, and
Key issues the firm is currently experiencing
You will have the freedom to select your product; service, or organization, however, two factors should guide this selection. First, you should select a firm that could improve its market position by changing its marketing communication strategy and /or execution. In other words, market leaders should be avoided because they offer less opportunity for you to demonstrate your talents. Second, it is very important that you have access to the background information necessary for developing a strong brief. Background materials should be sought from your client, or in some instances, recent cases and websites can be useful in providing company specific or industry information.