Measuring integration: an assessment of the quality of integrated marketing communications

David Pickton and Bob Hartley

For many, the integration of marketing communications activities has taken centre stage in the discussions of factors affecting the advertising industry. It is argued here that the full extent of the integration process is neither fully articulated nor understood. This paper identifies and highlights a range of dimensions which need to be considered if the full benefits of integration are to be realised. Much of the debate about advertising effectiveness has centred on 'output' measures and advertising's weak or strong effects. This paper emphasises 'process' measures and presents two conceptual frameworks to better understand the marketing communications integration process. Using the frameworks of Dimensions of Integration and Continuum of Integration, a third framework, Quality of Integration Assessment Profile, is constructed and proposed.