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Integrated marketing communication: agencies' use of IMC in campaign planning
2002 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Numerous new marketing communication options are today available to marketers due to rapid globalization and the development of new technologies. In 1993 a new concept called Integrated Marketing Communication (IMC) was introduced. This concept provides new opportunities for agencies, large as well as small and medium-sized ones. The purpose of this thesis is to gain a deeper understanding on how advertising agencies use Integrated Marketing Communication in their campaign planning. To reach this purpose we have studied how the IMC campaign planning process can be described, what tools are used in IMC campaign planning, and the benefits of IMC campaign planning. We have via focused interviews and direct observations looked at two campaigns as the cases to be studied. Our study shows that integrating the client in IMC campaign planning creates benefits and is vital for a proper composition of the marketing communication toolbox. Furthermore, the thesis states that IMC is a prerequisite for the creation of an attuned voice.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, IMC, Integrated Marketing Communication, campaign planning, advertising, advertising agencies, kampanjplanering, integrerad marknadskommunikation
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-59054ISRN: LTU-SHU-EX--02/114--SELocal ID: f968d566-9299-4241-95e0-498c21edd035OAI: diva2:1032442
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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