The Emergence of IMC: A Theoretical Perspective

Philip J. Kitchen, Joanne Brignell, Tao Li and Graham Spickett Jones

Journal of Advertising Research, 2004, vol. 44, issue 01, pages 19-30

Abstract: Within a short period of just over a decade, IMC has swept around the world and become the accepted norm of businesses and apparently the agencies that service their needs. Here we critically consider IMC in terms of (1) development, (2) impact on marketing communications, (3) barriers to further progress, and (4) current location identification and likely development in the future. Evidently, IMC is here to stay. But there are problems. Not least of these is the apparent reluctance of many businesses to adopt anything more than an inside-out approach to IMC in other words, bundling promotional mix elements together so they look and sound alike. But, IMC has to move beyond this stage if it is to radically change the face of communications and marketing.

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