From Advertising to Integrated Marketing Communications

Abstract

Consumer goods marketers who adopt an integrated marketing communications’ perspective often no longer regard widely disseminated brand/image advertising, particularly that which involves network television, as a major or central component of their marketing communications efforts. The increased reliance on targeting and the demand for advertising accountability that have accompanied the integrated marketing communications phenomenon also have spurred greater use of both in-house and computer service bureau consumer databases. The ‘integrated’ phenomenon becomes clearer when the integrated marketing communications’ conceptualizations are viewed in conjunction with the spending and strategy changes that accompany adoption of an integrated perspective. The framework also recognizes that integrated marketing communications’ perspectives are dynamic. By affecting advertising practices, the integrated marketing communications’ phenomenon has implications for advertising theory and research. Research is also needed to determine how long it takes for integrated advertisements and coordinated marketing communication campaigns to affect consumers.