Modelling the Influence of Integrated Marketing Communication on Consumer Behaviour: An Approach based on Hierarchy of Effects Concept

Abstract

Integrated marketing communication (IMC) is one of the most challenging and controversial areas of research, the concept evolving from a narrow view of elaborating communication mix and coordinating communication tools to a complex strategic process. Adopting the approach according with IMC is not part of the marketing mix, but a holistic concept using marketing mix elements to create and strengthen relationship with consumers, it could be outlined a synergistic action of product, price, placement and marketing communications, focused on the consumer behaviour. Starting from the consumer-centric view of the modern marketing, it can be stated that the main goal of IMC is affecting the consumer behaviour and implicitly its structural processes: perception, attitude, information, motivation and actual behaviour. Therefore, this study aims to identify the ways in which IMC could influence the consumer behaviour, starting from the hierarchy of effects concept, seen as a result of the who le IMC process, rather than only an outcome of advertising. The highlighting of the IMC impacts reflected in its effects on the consumer and further evidenced in the structure of consumer behaviour processes is made using a conceptual model built on thi s purpose.