Integrated Marketing Communication Research

Measuring integrated marketing communication by taking a broad organisational approach

“…U SIR is a di git al c oll e c tio n of t h e r e s e a r c h o u t p u t of t h e U niv e r si ty of S alfo r d. W h e r e c o py ri g h t p e r mi t s, full t e x t m a t e ri al h el d in t h e r e p o si to ry is m a d e fr e ely a v ail a bl e o nli n e a n d c a n b e r e a d , Since its inception in the early 1990s, Integrated Marketing Communication (IMC) has gained popularity among both academics and practitioners (Taylor, 2010a;Laurie and Mortimer, 2011;ANA, 2011) and research in this area is in crescendo Schultz et al, 2014;Muñoz-Leiva et al, 2015). While this concept has been interpreted differently and its theoretical position is somewhat vague, Tafesse and Kitchen (2016) have pointed out that the majority of the extant literature has reached a consensus in its consideration of IMC as a valuable approach.…”

“…Since its inception in the early 1990s, integrated marketing communication (IMC) has gained popularity among both academics and practitioners [Taylor, 2010a; Laurie and Mortimer, 2011; Association of National Advertisers (ANA), 2011], and research in this area is in crescendo (Kliatchko, 2008a, 2008b; Schultz et al , 2014; Muñoz-Leiva et al , 2015). While this concept has been interpreted differently and its theoretical position is somewhat vague, Tafesse and Kitchen (2016) have pointed out that the majority of the extant literature has reached a consensus in its consideration of IMC as a valuable approach.…”

The Effect of Message Consistency and Destination-Positioning Brand Strategy Type on Consumer-Based Destination Brand Equity

“…Since the late 1980s–early 1990s, there has been growing interest among scholars and professionals in the IMC concept (Taylor 2010; Kitchen 2017). Recent literature review studies affirm that academic research on this topic continues to flourish (Kliatchko 2008; Muñoz-Leiva, Porcu, and Del Barrio-García 2015; Šerić 2018; Schultz, Kim, and Kang 2014). Yet despite the extensive scientific literature on IMC, the debate over its definition remains open ended (Porcu, Del Barrio-García, and Kitchen 2017).…”

“…As the range of communication channels expands, marketing managers are faced with the challenge of how to effectively integrate and coordinate all of the messages that are being transmitted (Schultz and Patti 2009), to ensure that the market hears one single voice. Ewing (2009) and Schultz, Kim, and Kang (2014) contend that greater efforts are required in the IMC research field to describe and explain the communication integration processes not only at organizational level (on which most of the extant literature focuses) but also at the consumer level. Both levels of analysis are important to understand how IMC functions and the benefits it presents for firms and consumers (Porcu, Del Barrio-García, and Kitchen 2017).…”

Just doing it: theorising integrated marketing communications (IMC) practices

“…Over time, the conceptual advancement of IMC has been continuously debated (for overviews, see Kitchen et al, 2004a;Kliatchko, 2008;Muñoz-Leiva et al, 2015) and a universally agreed upon definition is still lacking (see, for example, Kerr et al, 2008;Moriarty and Schultz, 2012;Schultz et al, 2014).…”