PT - JOURNAL ARTICLE AU - Lee, Dong Hwan AU - Park, Chan Wook 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.