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The Emergence of IMC: A Theoretical Perspective

Published online by Cambridge University Press:  06 May 2004

PHILIP J. KITCHEN ,
JOANNE BRIGNELL ,
TAO LI  and
GRAHAM SPICKETT JONES
PHILIP J. KITCHEN
Affiliation:
University of Hullp.j.kitchen@hull.ac.uk
JOANNE BRIGNELL
Affiliation:
Hull University Business Schooljo_brignell@hotmail.com
TAO LI
Affiliation:
Hull University Business Schooltaoli@yahoo.com
GRAHAM SPICKETT JONES
Affiliation:
Hull University Business Schoolg.s.spickett-jones@hull.ac.uk
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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.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 1 , March 2004 , pp. 19 - 30
Copyright
© Copyright © 1960-2004, The ARF

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