PT  - JOURNAL ARTICLE
AU  - Dong Hwan Lee
AU  - Chan Wook Park
TI  - Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications
AID  - 10.2501/S0021849907070274
DP  - 2007 Sep 01
TA  - Journal of Advertising Research
PG  - 222--236
VI  - 47
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/47/3/222.short
4100  - http://www.journalofadvertisingresearch.com/content/47/3/222.full
SO  - J Advert Res2007 Sep 01; 47
AB  - 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.