haku: @author Han, D. / yhteensä: 1
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| Tekijä: | Kim, I. Han, D. Schultz, D.E. |
| Otsikko: | Understanding the diffusion of Integrated Marketing Communications |
| Lehti: | Journal of Advertising Research
2004 : MAR, VOL. 44:1, p. 31-45 |
| Asiasana: | Relationship marketing Advertising Advertising agencies Communication Research International |
| Kieli: | eng |
| Tiivistelmä: | Once again a "paradigm shift" (hereafter as: p-s.) is about to occur. In the field of advertising, the p-s. is coming from an offspring called Integrated Marketing Communications (IMC). In many of those studies, the comparison has been in the development and diffusion of the concept among traditional advertising agencies and/or advertiser companies. Thus, the most recent research on IMC has been mainly focused on its perception by clients and their advertising agencies (1991 and 1993 in the United States (U.S.), 1995 in the United Kingdom (U.K.), 1998 in New Zealand, in U.K., in the U.S., Australia, and India, 1999 to the present in many research studies). In some of those studies, scholars have argued that IMC is nothing new, it is simply a re-iteration of what marketing and communication organizations have always done. In others, research has shown that IMC is indeed a new paradigm and can be quite successfully deployed by all types of firms in the new millennium. |
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