In Search of a Theory of Integrated Marketing Communications

For the most part, the literature base for Integrated Marketing Communication (IMC) has developed from an applied or tactical level rather than from an intellectual or theoretical one. Since industry, practitioner and even academic studies have provided little insight into what IMC is and how it operates, our approach has been to investigate that other IMC community, that is, the academic or instructional group responsible for disseminating IMC knowledge. We proposed that the people providing course instruction and directing research activities have some basis for how they organize, consider and therefore instruct in the area of IMC. A syllabi analysis of 87 IMC units in six countries investigated the content of the unit, its delivery both physically and conceptually, and defined the audience of the unit. The study failed to discover any type of latent theoretical foundation that might be used as a base for understanding IMC. The students who are being prepared to extend, expand and enhance IMC concepts do not appear to be well-served by the curriculum we found in our research. The study concludes with a model for further IMC curriculum development

An inside-out approach to integrated marketing communication: an international analysis

The Inside-Out approach used in this paper describes the implied educators’ perceptions of IMC. From an analysis of 87 IMC course syllabi from six countries and in-depth conversations with IMC program directors and developers, we sought to determine whether those who teach IMC have reached a consensus on what IMC is; whether they embrace, reject or simply tolerate this new discipline area; and specifically, how they are presenting IMC to the next generation of practitioners and scholars. The findings suggest that what is being taught around the world continues to be what would traditionally be considered promotions strategy, advertising management or marketing communication with minor IMC theory or content. For the most part, the syllabi we evaluated neither drew from the key constructs of IMC, nor were the key writers and published disciplinary research included in the course offerings. This gap—between what IMC writers have put forth, the established industry practices and what is being taught to the next generation of practitioners and academics—presents a significant challenge. This is a particular challenge to the scholars and teachers, who are charged with the responsibility of encouraging best practices, presenting the most current and relevant applications and research approaches and including the most current theory in their course delivery

Understanding the Diffusion of Integrated Marketing Communications

Once again a paradigm shift is about to occur, leaving an accepted and acknowledged academic and social frame of standardization, simplification, and specialization totally perplexed. In the field of advertising, the paradigm change is coming from an offspring called Integrated Marketing Communications (IMC). And, nowhere is that more evident than in the non-English-speaking countries where the primary focus on mass advertising and mass communication is giving way to more integrated forms of communication, including such areas as sales promotion, direct marketing, public relations, events, and the like.During the last decade, a series of studies have been conducted, either on a country level or sometimes among several nation states investigating the development, diffusion, and acceptance of IMC. In many of those studies, the comparison has been in the development and diffusion of the concept among traditional advertising agencies and or advertiser companies. Thus, the most recent research on IMC has been mainly focused on its perception by clients and their advertising agencies (1991 and 1993 in United States; 1995 in the United Kingdom; 1998 in New Zealand, United Kingdom, United States, Australia, and India; 1999 to the present in many research studies). In some of those studies, scholars have argued that IMC is nothing new, it is simply a reiteration of what marketing and communication organizations have always done. In others, research has shown that IMC is indeed a new paradigm and can be quite successfully deployed by all types of firms in the new millennium.

In search of a theory of integrated marketing communication

For the most part, the literature base for Integrated Marketing Communication (IMC) has developed from an applied or tactical level rather than from an intellectual or theoretical one. Since industry, practitioner and even academic studies have provided little insight into what IMC is and how it operates, our approach has been to investigate that other IMC community, that is, the academic or instructional group responsible for disseminating IMC knowledge. We proposed that the people providing course instruction and directing research activities have some basis for how they organize, consider and therefore instruct in the area of IMC.\ud \ud A syllabi analysis of 87 IMC units in six countries investigated the content of the unit, its delivery both physically and conceptually, and defined the audience of the unit. The study failed to discover any type of latent theoretical foundation that might be used as a base for understanding IMC. The students who are being prepared to extend, expand and enhance IMC concepts do not appear to be well-served by the curriculum we found in our research. The study concludes with a model for further IMC curriculum development.\u