Abstract
Highly competitive commercial environment eventually led to three phenomena: change in information dissemination methods, change in marketing managers’ attitude and cost considerations on company information transmission. Simply speaking, the change in contact point communication method was due to the fact that the information receivers attend to select what they received, because of commercial information expansion and lower and lower communication affectivity. Therefore we should strengthen the consumer attention and acceptance to the brand, and simple branding ideas are far from enough. Only when the company can shape the true images of products and services identify the right goods for the consumers, the true meaning of business or service and the understanding of the relationship between the brands, can the company truly stand on consumer’s standpoint and develop an interactive communication plan. Thus the integrated marketing concepts emerged in this background.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Arens WF (1996) Contemporary advertising. Richard D. Irwin, Burr Ridge
Belch GE, Belch MA (1995) Introduction to advertising and promotion: an integrated marketing communications perspective, 3rd edn. Richard D. Irwin Inc., New York
Cornelissen JP and Lock AR (2000) Concept or management fashion? Examining the significance of IMC. J Advertising Res 40(5):7–15
Cornelissen JP, Lock AR (2001) The appeal of integration: managing communications in modern organisations. Mark Intell Plann 19(6):425–431
Dilenschneider RL (1991) Marketing communications in the post advertising era. Public Relat J 17(Fall):227–236
Duncan TR (1992) Integrated marketing? It’s synergy. Advertising Age. 64(10):22
Duncan TR (1993) To fathom integrated marketing, dive. Advertising Age. 64(43):18
Duncan TR (2002) IMC: Using advertising and promotion to build brands. McGraw–Hill/Irwin, New York
Duncan T, Caywood C (1996) The concept, process, and evolution of integrated marketing communications. In: Thorson E, Moore J (eds) Integrated communication: synergy of persuasive voice. Lawrence Erlbaum Associates, Mahwah
Duncan TR, Everett SE (1993) Client perceptions of integrated marketing communications. J Advertising Res 33(3):30–39
Duncan, TR, Moriarty SE (1999) A communication-based marketing model for managing relationships. J Mark 62:1–13
Ewing MT, Bussy NMD, Caruana A (2000) Perceived agency politics and conflicts of interest as potential barriers to IMC orientation. J Mark Commun 6(2):107–119
Foster J (1990) Working together: how companies are integrating their company communications. Public Relat J 46(9):18–24
Grein AF, Gould SJ (1996) Globally integrated marketing communications. J Mark Commun 2(3):141–158
Kitchen PJ, Schultz DE (1999) A multi–country comparison of the drive for IMC. J Advertising Res 39(1): 21–38
Kotler P, Mindak W (1978) Marketing and public relation: should they be partners or rivals. J Market 10:13–20
McArthur DN, Griffin T (1997) A marketing management view of integrated marketing communications. J Advertising Res 37(5):19–26
Nickels WG, Wood MB (1997) Marketing: relationships, quality, value. Worth Publishing, New York
Nowak G, Phelps J (1994) Conceptualizing the integrated marketing communications phenomenon: an examination of its impact on advertising practices and its implications for advertising research. J Curr Issues Res Advertising 16(1):49–66
O’Connor J, Galvin E (1997) Marketing and information technology, p 66. Pitman, London
Oliva R (1993) Brand equity and extendibility of brand names. Int J Res Mark 10:61–75
Peltier JW, Schihrowsky JA, Shultz DE (2003) Interactive integrated marketing communication: combining the power of IMC, the new medial and database marketing. Int J Advertising 22:93–115
Percy L (1997) Strategies for implementing integrated marketing communications. NTC Business Books, Chicago
Petrison LA, Wang P (1996) Integrated marketing communication: examining planning and executable considerations. In: Thorson E, Moore J (eds) Integrated communications: the search for synergy in communication voices. Erlbaum, Hillsdale, pp 34–37
Prensky D, McCarty JA, Lucas J (2000) Integrated marketing communications: an organizational perspective. In: Thorson E, Moore J (eds) Integrated communications: the search for synergy in communication voices. Erlbaum, Hillsdale
Qu F (2005) Research on the implementation mechanism of IMC Strategy. MA thesis Department of Business Administration, Nankai University, Tianjin
Rust RT, Oliver RL (1994) Service quality; new directions in theory and practice. SAGE Publication, Thousand Oaks
Schultz DE (1993a) Integration helps you plan communications from out-side in. Mark News 27(6):12
Schultz DE (1993b) How to overcome the barriers to integration. Mark News 27(15):16
Schultz DE (1997) The evolving nature of integrated communication. J Integr Commun 2:45–54
Schultz DE (2000) Marketing communication planning in a converging marketplace. J Integr Commun 24(5):47–51
Schultz DE, Gould SJ (2000) The state of IMC research and applications. J Advertising Res 40(5):22–23
Schultz DE, Tannenbaum S, Lauterborn RF (1994a) New marketing paradigm. Integrated marketing communications. NTC Business Books, Chicago
Schultz DE, Tannenbaum SI, Lauterborn RF (1994b) The new marketing paradigm. NTC Business Books, Lincolnwood, Ill
Shimp TA (2002) Advertising, promotion and supplemental aspects of integrated marketing communications, 6th edn. South-Western College Publishing, Boston
Yarbrough JF (1996) Implementation IMC with ease. Sales Mark Manage 148:73
Zhu Feng-gang (1996) The use of integrated marketing communications, ideas and problems. Commun Res Bull 6:6–8
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2013 The Author(s)
About this chapter
Cite this chapter
Shin, KY. (2013). Theory of IMC Strategy. In: The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model. SpringerBriefs in Business. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-38091-4_1
Download citation
DOI: https://doi.org/10.1007/978-3-642-38091-4_1
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-38090-7
Online ISBN: 978-3-642-38091-4
eBook Packages: Business and EconomicsBusiness and Management (R0)