The inevitability of integrated communications

Article Abstract:

The integration of marketing and marketing communications is inevitable, impelled by the technological revolution that is happening throughout the world. Two main factors underlie the need for integration, namely, the shift to a view of advertising that is reflective of holistic information systems and the diagonal movement of information technology from the manufacturer to the retailer to the consumer. Marketers and advertisers should thus understand the integration process and adopt those approaches and concepts which would allow them to maximize the return on integration.

Advertising Management, Advertising

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Integrated marketing communications: new role expectations and performance issues in the client-ad agency relationship?

Article Abstract:

The continuing implementation of integrated marketing communications leads to the expansion of the managerial skills and functional knowledge requirements of the client representatives. This, in turn, requires the advertising agency to assess the role performance abilities of the client and to control client behavior, if its unfavorable role performance affects the agency's performance of its task. Client representatives may be ambiguous about their role, which could result in perceptions of dissatisfaction and render both client and agency unable to attain their objectives.

Advertising agencies, Management

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Integrated marketing communications and the evolution of marketing thought

Article Abstract:

The debate over integrated marketing communications (IMC) is actually a non-issue, since few academicians or practitioners would support nonintegrated communications. IMC's value in marketing thought is in its potential to serve as a catalyst in ridding the advertising industry of a myopic view that it has held for a long time, and in highlighting the relationship of public relations to marketing.

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