Integrated marketing communications

Abstract

PurposeThe purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a non‐integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign.Design/methodology/approachThe study uses the experimental methodology in order to compare two conditions (integrated campaign versus a non‐integrated campaign).FindingsThe results of this study show that a strategic consistency‐based integration has more positive effects on information processing, attitude and recall of the communication campaign compared to the non‐integration strategy.Research limitations/implicationsThis paper offers empirical evidence that might be useful for advertisers about the increased effectiveness of a strategic consistency‐based integration campaign. Research limitations in this paper provide avenues for future studies in order to validate the effectiveness of this strategic consistency‐based integration in others contexts.Originality/valueThe originality of this research resides in testing the synergistic effects of an IMC strategy by a new experimental methodology to operationalizing the strategic consistency in the message communicated between the two communication tools.