Literature Review: Definition of Integrated Marketing Communication (IMC) in Indonesian Journals (2019-2022)

Abstract

After 30 years of development, Integrated Marketing Communication (IMC) in Indonesia has been widely studied and published in scientific journals. From 2019 to 2022, 44 Indonesian scientific journals were identified through a Google search. This study aims to explore how IMC is defined in scientific journal articles from 2019-2022, considering the current context. The research employs a literature review method, using five definitions of IMC, which are then distilled into sixteen core ideas. The findings reveal that Indonesian scientific journals still adhere to two main definitional concepts: “IMC is comprehensive planning” and “IMC combines various communication elements.” The first concept suggests that IMC must be thoroughly planned, typically through its communication elements. The second concept emphasizes the combination of various communication elements. Additionally, the articles found that the communicated message is predominantly from the brand, although only partially. This indicates that IMC has expanded to include brand value. A few scientific journals have advanced further in defining IMC, though only in terms of managing various communication elements, without incorporating dialogue or database-driven development. Overall, this study reveals that the definition of IMC in 44 articles positions it as a strategic process in business and management, involving the planning, execution, and persuasion of brand communication programs. On the other hand, many definitions of IMC need to be considered as concepts, at the very least those drawn from IMC thought leaders, such as the five definitions used in this study.