Integrated marketing communications is a marketing strategy that is extremely common-sense. IMC is an emerging concept. Therefore, it does not as yet have theoretical framework that is mutually accepted by all academicians or scholars. A number of scholars, however, are contributing to the building of a theory base. That is, in the rapidly changing advertising environment now found in many countries, there has been an inevitable calling for a more coordinated and systematized marketing communication concept and approach, which have often taken the form of Integrated Marketing Communications. Integrated marketing communications has been defined as a management philosophy (Stewart, 1996), an educational movement (Hutton, 1996), and a unifying business practice (Burnett and Moriarty, 1998), among others (cf. Stewart, 1996).
These inconsistencies in defining and measuring IMC have prevented the development of a cohesive research stream in this area. ...Show more