Executive SummaryThe following report presents an integrated marketing communications plan for Nokia in the UK. The plan deals with media planning, segmentation, IMC strategic and tactical planning, evaluation and the like. The main purpose of this plan is to expand Nokia's consumer base, establish Nokia brand values ​​and position it among the target audience, as well as communicate brand values ​​with customers effectively, while simultaneously influencing sales growth. This plan was created to ensure maximum effectiveness in Nokia's marketing approach. The main purpose of this plan is to assist Nokia in its IMC business in the UK. Contents 1. Introduction 42. Context: Nokia 53. IMC Plan 63.1. IMC objectives 63.2. Recipients 63.3. Media planning 63.4. Budget allocation 63.5. Advertising 63.6. Public relations 73.7. Sales promotion 83.8. Online marketing 83.9. Sponsorship 93.10. Measurement and evaluation 94. Conclusion 95. Appendix 105.1. Appendix – 1: IMC budget allocation 105.2. Appendix – 2: The IMC model 115.3. Appendix – 3: User Segmentation Objective 116. References 12 Word Count: 2489 words 1. IntroductionToday's business environment is highly dynamic and competitive. To be successful, businesses must use advanced marketing techniques and branding strategies. The importance of integrated marketing communications (IMC) is therefore very critical. IMC sends a single message across multiple media, which helps the company target a wide variety of audiences. According to Gerber (2008), integrated marketing communications is the process of using a combination of different types of marketing communications to send the same message to consumers. The following report sets out an IMC plan for N...... half of the document ......e, pp. 1-10.11. Masterman, G. and Wood, E., (2007), Innovative Marketing Communications, Routledge: London.12. Raman, K. and Naik, P.A., (2005), Integrated Marketing Communications in Retailing, [online] Available at: http://ramanassoc.com/yahoo_site_admin/assets/docs/IMC_in_Retailing.26100503.pdf, accessed: 1 April 201413. Shimp, T. and Andrews, C., (2013), Advertising Promotion and Other Aspects of Integrated Marketing Communications (9th Edition), Cengage Learning: Mason.14. Warman, M., (2014), Nokia -X- Android-phone-announced.html, accessed: April 2, 2014.15. Weareapps, (2013), UK Mobile Devices Usage and Demographic Roundup, [online] Available at: http://www.weareapps.com/digitalreport.pdf, accessed: 2 April 2014.