How integrated marketing communication (IMC) can improve the communication planning process of marketing plan a case of profiles international Vietnam

Abstract

The main purpose of this thesis is to contribute the knowledge and understanding on the importance of planning process of IMC and present how Profiles International Vietnam Company should develop their communication plan by implementing the IMC planning campaign with advertising agency. To reach these purposes, we have studied how the IMC campaign planning process can be described, what tools are using for this process; and the benefits of IMC campaign planning. We have focused on the interview and direct observations with the main respondents for deeper understanding on this campaign. Our study shows that IMC has a great influence on the communication planning process of marketing plan on company.