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| Author: | Pickton, D. Hartley, B. |
| Title: | Measuring integration: an assessment of the quality of integrated marketing communications |
| Journal: | International Journal of Advertising
1998 : VOL. 17:4, p. 447-466 |
| Index terms: | ADVERTISING MEASUREMENT QUALITY |
| Language: | eng |
| Abstract: | For many, the integration of marketing communications activities has taken centre stage in the discussions of factors affecting the advertising industry. It is argued here that the full extent of the integration process is neither fully articulated nor understood. This paper identifies and highlights a range of dimensions which need to be considered if the full benefits of integration are to be realised. This paper emphasizes "process" measures and presents two conceptual frameworks. |
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