What is the difference between the use of IMC in a campaign plan and the planning process of IMC?

Question

I have to write bachelor thesis and my topic is "The use of IMC in advertising campaign plan" for a new product of the company I'm working for but I can't distinguish between the use of IMC and the planning process of IMC. Some thesis I read for reference on the internet, they developed some research questions for the use of IMC and for planning process of IMC, they said that we have to review the marketing plan and do step-by step to reach the IMC. That's why I'm really confused! Pls help me!!! Thanks a lot.

Answer 1

Here is a brief semantics analysis of what IMC means:

I - integrated => as a part of .. the entire marketing process

M - marketing => marketing is more than advertising. M is about research, segmenting, targeting, mix, maintaining relations and among the others conveying the right message to the right target audience, wich leads us to C

C - communication  => c like clear, c like consistent : consistent & clearly communicated message over all media channels.

Now, the difference between planning and actual implementation is like the difference between blueprint and actual construction work.

While planning the campaign is listing out and providing argumentation 'why' this has to be done and 'how much' it will cost and all the necessary steps to make it happen, the actual happening is getting in one place media buyers, graphic designers, video crew, test groups and all that stuff who makes the ads.  

If you already have the marketing plan look closely under sections 'target market' and 'marketing mix'. take from there all the 'whys' and on their basis build your imc.

Good luck. Wish you creativity.