Click on the PDF link for the complete article.
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 ideñtification 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.
- © Copyright Advertising Research Foundation 2004
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
