TY - JOUR T1 - Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications JF - Journal of Advertising Research JO - J Advert Res SP - 222 LP - 236 DO - 10.2501/S0021849907070274 VL - 47 IS - 3 AU - Dong Hwan Lee AU - Chan Wook Park Y1 - 2007/09/01 UR - http://www.journalofadvertisingresearch.com/content/47/3/222.abstract N2 - This study presents a four-dimensional conceptualization of integrated marketing communications (IMC) and empirically develops its measurement instrument. The four dimensions not only encompass important IMC activities identified in previous studies, but also include a newly identified dimension, relationship-fostering communications with existing customers. A comprehensive yet parsimonious 18-item scale, measuring important activities of each of the four dimensions, was empirically developed. Rigorous methodological guidelines were followed, including systematic steps of field interviews, refinement, purification, and an empirical validation with a large-scale survey with IMC practitioners and researchers in South Korea. The measurement instrument exhibits stable reliabilities and robust validity. ER -