Subject Index
 

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 ...

Within a short period of just over a decade, IMC has swept around the world and become the accepted norm of businesses and apparently the agencies that service their needs. Here we critically consider ...

In this exploratory study of integrated marketing communications (IMC), we bring together relational and transactional data, and sales and marketing views, to investigate whether firms can enhance the ...

A research study by the ANA and Blueprint Communications, Inc., discovers that most marketers are dissatisfied with attempts to integrate advertising with other marketing communications. Internal silo ...

Tim Hazelhurst describes the totally integrated marketing contact strategy developed and implemented by Altro, the inventor and market leader in safety flooring. He shows how, over a 3 year period, re ...

This short article introduces four Admap articles that discuss the problems and barriers facing Integrated Marketing Communication (IMC) practitioners.

As markets become increasingly competitive and the associated brand-related marketing communications activity more frenetic, the need to understand how to gain better outcomes from marketing communica ...

The author argues that in the light of the economic downturn, marketers should turn to Enterprise Marketing Management (EMM) - a web based, integrated marketing style - to build success.