A Marketing Management View of Integrated Marketing Communications

A number of inconsistencies have arisen as a result of articles published about integrated marketing communications (IMC) in recent years. In an attempt to shed new light on some of these inconsistencies and related issues, this articles treats the findings of a study among advertising and marketing executives in consumer, business, service, and retail organizations. Specific topics addressed among the four distinct business types include the time and attention devoted to IMC and other communication subjects, various IMC activities considered in campaign planning, the extent to which IMC activities are coordinated, and where IMC activities are sourced. While this study confirms that the subject of IMC is of substantial importance, little else conforms with information previously reported. Of cardinal importance is the need to respect the differences of various types of marketers in planning marketing communication activities.