A CONCEPTUAL ANALYSIS OF INTEGRATED COMMUNICATION

Abstract

In a cut-throat market environment where providing the best product no longer safeguards the success of a company, the significance of having an appropriate Integrated Communication (IC) strategy in place has never been more important. In intimidating market circumstances, companies increasingly seek refuge in stakeholder relationships; in the process they began to focus on customer share rather than market share. Even though companies have realised the importance of IC, the proper implementation thereof can become a challenge if a clear vision or insight of what IC entails is found wanting. This article aims to demonstrate the importance for companies to follow an IC approach to engrave its corporate values and personality on the hearts of customers by shedding light on the essence of IC. A conceptual analysis was employed as research strategy while the concept under investigation was IC. The steps of conceptual analysis that were applied included an investigation of IC’s historic evolution, identifying terms similar to IC, defining IC’s attributes and antecedents, and also highlighting the consequences of IC implementation. The results not only provide companies with an understanding of this complex phenomenon, but also provide insight that might lead a company to implement IC with more confidence.