Leveraging News and Advertising to Introduce New Brands on the Web

Previous studies using the integrated marketing communications framework have examined the increased effectiveness of combining either multiple media or different tactics when promoting a brand.

Leveraging News and Advertising to Introduce New Brands on the Web

Anca Cristina MicuSacred Heart University

Esther ThorsonMissouri School of Journalism

The idea of integrated marketing communications (IMC) quickly won over brand managers, as it promised a unified brand image and superior effectiveness for marketing communications efforts. The difficulty rested with its implementation. Whether considered just a philosophy or an actual process, IMC has been understood and interpreted differently by scholars and practitioners who have studied it for either academic or industry purposes (Duncan and Everett 1993). The definition of IMC adopted in this study comes...

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