The inevitability of integrated communications

Schultz, Don E.

doi:10.1016/s0148-2963(96)00063-x

Cited by 101 publications

(98 citation statements)

References 5 publications

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“…Yet, as is made clear in the paper, this movement was prefigured by earlier writers commenting upon an outside-in approach to IMC (Kitchen et al, 2004;Kitchen, 2010), with Don Schultz being the first to argue for this approach (Schultz, 1996), which by necessity corresponds more appropriately with marketing per se. The paper argues for a radical re-education of marketing practitioners and academics.…”

Section: Guest Editorialmentioning

confidence: 97%

Guest editorial

Kitchen

2017

EJM

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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Section: Guest Editorialmentioning

confidence: 97%

Guest editorial

Kitchen

2017

EJM

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“…Integration advantages are related to a better organisation of a company's activity, an increased cooperation in different groups, a higher aspiration for results, a better usage of organizational costs, a bigger communicational impact on targeted groups (Schultz 1996). Implementation of the integrated communication decreases costs for advertisement, provides bigger competitive advantage (Duncan, Everett 1993;Phelps, Johnson 1996), and maintains the sequence of communication messages.…”

Section: Pros and Cons Of Integrated Communicationmentioning

confidence: 99%

“…Duncan, Caywood (1996) were one of the first ones to identify the main development stages of integrated communication between service providers and consumers that later on have been improved by other researchers of this field (Schultz 1996), the result of which was a model for developing integrated communication. The authors define the development process of integrated communication as having seven integration stages where each of them has equal weight (Duncan, Caywood 1996 (Žemaitienė 2009).…”

Section: The Process Of Integrated Communication and Its Stagesmentioning

confidence: 99%

“…When evaluating resources that are needed for developing the integrated communication, amongst the most often distinguished ones there is a lack of time (Smith 1998), of finances (Schultz 1996) and of human resources (De Pelsmacker et al 2004). Financial resources are the most highlighted ones in this group; they are needed for creation of databases and integration of information technologies into consumer behaviour evaluation systems.…”

Section: Research Hypothesesmentioning

confidence: 99%

“…Integration has also become a main object in the communication sphere and research. In 1980, the heads of the leading advertisement agencies started to speak about the impact of integration on communicational effectiveness; later on, the concept started to be analysed by the researchers in the domains of marketing (Schultz 1996), public relations (Wightman 1999) and corporate identity (Cornelissen, Lock 2001).…”

Section: Introductionmentioning

confidence: 99%

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Management and intrinsic hurdles in the development process of integrated communication between service providers and consumers

Ulbinaitė

Zdanovic

2016

9th International Scientific Conference “Business and Management 2016”

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Abstract. Integrated communication is an effective strategic tool that enables creating and maintaining tight dialogue and cooperation between service providers and consumers, managing communication chaos, information flow, matching consumers' needs. Its successful application requires reorganizing the communication processes, implementing their strategic changes, introducing new attitudes towards work and new culture, striving for overall synergy. Under such changes, this article aims at identifying the hurdles hindering the effective integration of smooth service providers and consumers' communication. Testing hypotheses based on a survey demonstrates that hurdles reflecting employees' competences, integrated communication development resources and result evaluation are more frequent in the stage of communication channel integration than in the functional one.

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Integrated Marketing Communication

Kitchen

Burgmann²

2010

Wiley International Encyclopedia of Marketing

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[IMC is a] concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplinesgeneral advertising, direct response, sales promotion, and public relations -and combines these disciplines to provide clarity, consistency, and maximum communication impact (Caywood, Schultz, and Wang, 1991b: 2-3).However, more recent definitions, such as the one presented by Schultz (2004a), add substantial value to old definitions and to the term IMC more generally. The concept is now viewed as a strategic instrument (Schultz, 2004b: 9).IMC is the concept and process of strategically managing audience-focused, channel-centerd, and result-driven brand communication programs over time (Kliatchko, 2005: 21).The new definition seems more appropriate to the twenty-first century, as Schultz acknowledges IMC's importance as a business process and its value to both external and internal audiences. The definition provided by Schultz integrated marketing communication 3 Author and Year Concepts IntroducedCaywood, Schultz, and Wang (1991) and Caywood, Schultz, and Wang (1991b) • Coordination and consistency of messages and communication channels (one sight, one sound) • Use of a variety of communication disciplines to work in synergy based on a comprehensive plan • IMC as a concept Schultz (1991) • Kliatchko (2005: 21) (2004b) has also been used by the American Marketing Association to define integrated brand communication (American Marketing Association, 2007). However, Kliatchko (2005) does not focus explicitly on individual stakeholder groups but rather refers to them as ''audiences.'' In addition, his definition is not as explanatory in nature as Schultz's (2004b), as he underplays the results-driven characteristic of IMC and does not explicitly mention the importance of the long-term brand value and short-term financial returns. As noted by Kliatchko (2005);Schultz's (2004b) definition supplements other IMC definitions through its employment of the terms ''business process,'' ''evaluation,'' and ''measurability''. Many researchers have noted that it may not be possible to agree upon a universal IMC definition, given the various interpretations of IMC and its different values in the academic and commercial spheres (Kliatchko, 2005;Phelps and Johnson, 1996;Stewart, 1996). A critical review of previous definitions of IMC and an assessment of current IMC literature reveals that researchers were able to reduce any IMC definition to five crucial attributes (Kitchen et al., 2004a;Low, 2000): integrated marketing communication1. The communication effort should be directed at consumers in order to affect behavior. 2. An outside-in approach should be utilized, that is, start with the customer first when developing a communication strategy. 3. A well-established relationship between the company and the customer is necessary. 4. To deliver a message correctly all communication activities should be included with contact points integrate...

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The inevitability of integrated communications

Cited by 101 publications

References 5 publications

Guest editorial

Guest editorial

Management and intrinsic hurdles in the development process of integrated communication between service providers and consumers

Integrated Marketing Communication

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