The internal and external challenges facing clients in implementing IMC

Although integrated marketing communication (IMC) is generally accepted as the way forward by academics and practitioners, there is a shortage of research into the challenges that clients face in implementing the process, particularly in the UK. This paper aims to address these issues by examining how UK clients perceive the barriers to implementation, with reference to the conflict theory of decision-making and the social exchange theory from the change management literature

Communicator Style as an Effect Determinant of Attraction

This research reports the results of three independent studies which investigate the relationship between attraction and communicator style (the way a person communicates). Study 1 compares the communicator styles of "best liked" and "least liked" friends. The "best liked" friend's style differed significantly from that of the "least liked" friend, scoring higher on attraction, communicator image, open, attentive relaxed. and dramatic/animated. In study 2, four specific styles were studied in relation to attraction. The dominant/open style was seen by subjects as the most attractive; the not-dominant/not-relaxed style was seen as least attractive. In study 3, teachers rated students representing the four styles investigated in study 2 on a nine-item attraction measure entailing physical, personality, and liking dimensions. Again, the dominant/open style emerged as most attractive. The three studies provide strong evidence that communicator style is an important effect determinant of attraction.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/66866/2/10.1177_009365027700400302.pd