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The Emergence of IMC: A Theoretical Perspective

Author

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  • KITCHEN, PHILIP J.
  • BRIGNELL, JOANNE
  • LI, TAO
  • JONES, GRAHAM SPICKETT

Abstract

Within a short period of just over a decade, IMC has swept around the world and become the accepted norm of businesses and apparently the agencies that service their needs. Here we critically consider IMC in terms of (1) development, (2) impact on marketing communications, (3) barriers to further progress, and (4) current location identification and likely development in the future. Evidently, IMC is here to stay. But there are problems. Not least of these is the apparent reluctance of many businesses to adopt anything more than an inside-out approach to IMC—in other words, bundling promotional mix elements together so they look and sound alike. But, IMC has to move beyond this stage if it is to radically change the face of communications and marketing.

Suggested Citation

  • Kitchen, Philip J. & Brignell, Joanne & Li, Tao & Jones, Graham Spickett, 2004. "The Emergence of IMC: A Theoretical Perspective," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 19-30, March.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:19-30_04
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    2. Bruhn, Manfred & Batt, Verena, 2011. "Agenturen und Integrierte Kommunikation," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 65(3), pages 215-237.
    3. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    4. Lucian Tanasa & Simona-Roxana Ulman & Cristina Cautisanu & Ioan Sebastian Bruma, 2022. "Vegetables Consumers’ Profile in the Context of Digitalization: Evidence from Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(59), pages 128-128.
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    6. Dash, Rupanwita & Ranjan, Kumar Rakesh, 2019. "An Effectual–Causal View of Managerial Decisions in the Internationalization of Indian MNEs," Journal of International Management, Elsevier, vol. 25(1), pages 101-120.
    7. Lawrence Mpele LEKHANYA, 2015. "The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 7(2), pages 139-144.
    8. Maria Antonella Ferri & Maria Palazzo, 2018. "Dual marketing communications: Enriching channel value network with a multi-channel strategic communication," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 69-83.
    9. Michaela Jackson & Paul Harrison & Boyd Swinburn & Mark Lawrence, 2015. "Marketing ethics in context: the promotion of unhealthy foods and beverages to children," Chapters, in: Handbook on Ethics and Marketing, chapter 17, pages 354-386, Edward Elgar Publishing.
    10. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.
    11. Pinar Ozcan & Douglas Hannah, 2020. "Social Origins of Great Strategies Advertising Suppliers to Realize Disruptive Social Media Technology," Strategy Science, INFORMS, vol. 5(3), pages 193-217, September.
    12. Helpris Estaswara, 2016. "Integrated Marketing Communications (Imc) In Higher Education In Indonesia," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 14(1), pages 74-83, December.

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