Integrated Marketing Communications (IMC): Why Does It Fail? An Analysis of Practitioner Mental Models Exposes Barriers of IMC Implementation
Mart Ots
Jönköping International Business School
Gergely Nyilasy
University of Melbourne
MANAGEMENT SLANT
- Despite wide support for IMC in theory, there are large differences in how individual marketing/advertising practitioners interpret its application in practice.
- Practitioners approach IMC implementation with diverse “mental models” or unique combinations of beliefs and recipes for pragmatic action.
- Aspects of mental-model divergence were identified as divergent units of analysis, incommensurability, self-serving biases, and abstractness.
- These discrepancies were...