Communication management: Integrated communications,...

 

In the last 20 years, the integration of marketing functions has moved from theory to practice. Its specific applications may vary from market to market-indeed, from enterprise to enterprise-but integ ...

WARC Online's US editor Geoffrey Precourt reports from the Association of National Advertisers annual Masters of Marketing Conference on the address given by Joseph V. Tripodi, Coca-Cola's chief marke ...

The 'inside-out' approach used in this paper describes the implied educators' perceptions of integrated marketing communication (IMC). From an analysis of 87 IMC course syllabi from six countries, and ...

The 2008 ANA Integrated Marketing Survey suggests that marketers, while not displeased with their agency partners, see room for improvement. When they were asked to name an agency's most vital skill f ...

Most marketers are wholeheartedly embracing the concept of integrated marketing, but championing, crafting, and executing integrated programs successfully can be a struggle. This article offers a rang ...

Despite some progress, major brand marketers are still struggling to fit emerging marketing disciplines and an increasingly complex media landscape into a comprehensive marketing program. This article ...

The UK media landscape has changed substantially over the last 20 years, from the rise of digital television to the worldwide web, mobile phones, social networking, personal video recorders, search ad ...

This paper re-examines a definition of integrated marketing communications (IMC) previously published in this journal, and proposes a revision to that original definition. It reviews topics of researc ...

Over the past three years the Newspaper Marketing Agency has carried out a £22m research programme to assess the effectiveness of newspaper advertising. Maureen Duffy and Anne Foster, from NMA, descri ...

This study examines IMC media use by advertising agencies from a perspective of how creative and media implementation effects impact the scope of media selected for campaigns. The study was based upon ...

This study presents a four-dimensional conceptualization of integrated marketing communications (IMC) and empirically develops its measurement instrument. The four dimensions not only encompass import ...

Simon White, marketing and business development director for Momentum UK, puts the case for a radical rethink of how agencies are structured. He argues for 'upstream thinking' (which influences everyt ...

This paper discusses a report of an ANA survey among client-side marketers on integrated marketing communications (IMC). The specific problem addressed is why IMC is so hard to achieve. There are many ...

In a business-to-business context in the auto insurance industry, the synergistic value of the continuum of relational-transactional data in developing interactive Integrated Marketing Communication ( ...

Discusses the difficulties companies have in implementing integrated marketing communications and achieving media neutrality. Appropriate solutions differ for different companies, but all involve brea ...

While the majority of media attention is directed at client/agency breakups, in most cases these relationships are regarded by both sides as working smoothly and fruitfully - a not inconsiderable achi ...

As a direct marketing tool, electronic Short Message Service (SMS) is likely to surpass internet-based advertising before the end of 2006. This article profiles heavy and light consumer acceptors of S ...

The number of companies sponsoring events has increased over the past decade. Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured. The study examines ...

The purpose of this research is twofold: (1) to examine the persuasive effects of a message that is presented either as advertising or publicity, and (2) to study whether sequencing (i.e., advertising ...

This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with produ ...

Advertisers spend millions of dollars on Super Bowl advertising. Are those ads part of larger campaigns? Specifically is the Web integrated with Super Bowl advertising? This study examined overall str ...

Parker believes that influence through reference has replaced deference for consumers who seek out the views of their peers, TV presenters or newspaper columnists, such that 60% of financial advertisi ...

Rex Briggs, managing director at Marketing Evolution, believes that the internet has been the catalyst for a reorientation of marketing - a fundamental change in the way we think about the business. T ...

This paper reports a survey about diffusion of the concept of Integrated Marketing Communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a m ...

In his regular comment on the US advertising scene, Joe Mandese discusses the two big marketing initiatives taken by Proctor & Gamble in 2004. Firstly, their championing of ‘a channel neutral approa ...

Jeremy Bullmore looks at the history of integrated communications and who will supply this in the future. He argues that though the full-service agency may be dead, the parent companies of agency gro ...

A decade of integrated marketing communication (IMC) literature development is too short a time to analyze competing paradigms or ascertain whether it may be a 'theoretical concept' or a 'management f ...

As evidenced in this issue, IMC remains a controversial theoretical concept in terms of generalizing what it is and what it does. However, if MC is viewed from a different paradigmatic perspective on ...

The literature on integrated marketing communication (IMC) in the decade since its introduction offers evidence that debates over the definition, acceptance, leadership, and measurement of IMC remain ...

Once again a ‘paradigm shift’ is about to occur, leaving an accepted and acknowledged academic and social frame of standardization, simplification, and specialization totally perplexed. In the field o ...