You have been given a short-term internship with a Marketing Research company who provide analysis of the latest from academic research for the commercial client base. Your first task for this company is to write a 2,000 word report (excluding references and appendices), that focuses on how a firm should approach drafting a well-integrated marketing communications plan using both top-down and bottom-up approaches.

In particular you need to be able to clearly outline how: Consumers use information from different sources to decide what to buy, what the information needs are when making purchase decisions, and what media channels are most appropriate at each stage.

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