On a time continuum of marketing strategies, integrated marketing communications isn't exactly cutting edge. Some industry observers contend that Leo Burnett introduced IMC 60 years ago in a speech—at a conference hosted by the Association of National Advertisers, no less (see Figure 1).

It's only recently, however, that IMC has gained some measure of traction in the marketing community. As the value of traditional advertising continues to decline and the media become increasingly fragmented, more marketers are turning to media-neutral integrated programs to get their commercial messages in front of increasingly distracted consumers....