Editorial: Can IMC Make Channels Come Alive?

Bob Woodard

Journal of Advertising Research, 2006, vol. 45, issue 04, pages 355-355

Abstract: The topic Broader Strategies for Cross-Channel Integration clearly calls for two, equally important discussions: one sharing current perspectives on and approaches to Integrated Marketing Communications (IMC) and the other covering new insights about specific, often nontraditional communication channels, or what Calder and Malthouse might characterize more expansively as types of contacts. This issue of the Journal of Advertising Research (JAR) provides both.

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