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Abstract An increasing number of marketers are integrating the results-oriented methods of consumer sales promotion and direct response advertising with the image/awareness capabilities of general advertising. This integration has blurred the boundaries between traditionally independent marketing communication disciplines and, more importantly, fundamentally restructured many of marketing and advertising communication. In hopes of stimulating scholarly interest in the integrated marketing communications phenomenon, this article identifies the underlying tenets of integrated marketing or advertising communication philosophies; offers a conceptual framework for understanding and addressing integrated marketing and advertising communication issues; and delineates the advertising-related research opportunities that exist as a result of the integrated phenomenon. This examination indicates the integrated phenomenon has impacted marketing communications at an advertisement as well as campaign level, and created a need for empirical research and theoretical development in four advertising domains.
Nowak et al. (1994) studied this question.