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Marketing communication performance positively influences brand performance. The level of implementation of IMC positively influences customer loyalty.

Share your thoughts with other customers. Read more Read less. Some empirical studies have found a positive influence of implementation of market orientation and brand orientation in the schulz of IMC schu,tz. Firstly, individual rewards produce problems when a department is only judged by short term outcomes. Duncan and Mulhern suggest that IMC should be more strategic than executive and it must go beyond the promotional selling and advertising messages.

Cross-departmental conflicts internal turf battles and lack of horizontal communication. The level of competition in a marketplace where the organization operates positively influences implementation of IMC programs.

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The level of implementation of IMC has a positive impact on brand preference. In this context, IMC represents a real change and an important investment. While the first conceptualizations were focused on the coordination of a limited set of communication parameters in order to obtain coherent and clear messages, IC imply a whole and global involvement of the organization through the participation of stakeholders.

Withoutabox Submit to Film Festivals. Nevertheless, t he proposed model opens the way for future empirical researches on IMC by providing a conceptual framework and a better understanding of the role that Integrated Marketing Communication should play in contemporary business management, the main variables that determine or hinder its implementation, as well as the main benefits that it entails.

An exploratory study on IMC in Spanish communication agencies: A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluated the strategic role of a variety of communications disciplines, e.


From all these arguments, the following hypotheses are advanced. Get to Know Us. IMC provides important savings in additional costs relating to the organizational facilities. A leadership position of the organization in the marketplace positively influences implementation of IMC programs.

Schultz concludes that antecedents with a higher influence on integration are related to the organizational system [60]. Gould considered IMC as a controversial theoretical concept in terms of generalization of what it was and what it does.

On the other hand, Schultz et al.

Comunicaciones de marketing integradas – Don E. Schultz – Google Books

In the last few years, authors have developed the theory of IMC in order to direct, describe and explain the new practices [10]. IMC should encourage a cross-functional planning and promote the company in toto.

This phenomenon will only take place if top management is committed to remove departmental silos. Moreover, Swain considered the need of including a set of outcomes related to the brand and the customer: International Journal of Hospitality Management, 39 5: According to Schultz, a crucial element that encourages the need of an integrating approach is the rapid evolution of technology.

Study consumer’s wants and needs.


If elements influence positively the application of IMC and other factors hinder it, then dialectic situations will emerge [73]. On the other hand, the tactical dimension refers to short-term activities that should lead to a better implementation of certain tactics in order to achieve the strategic objectives of marketing.

The level of cross-functional coordination positively influences implementation of IMC programs. Pickton and Broderick proposed that IMC is: Undoubtedly, the lack of empirical justification of the proposed model is a limitation of this article. Secondly, certain management styles hinder team work.

Journal of Advertising Research, 47 3: Relationship Marketing has not been able to enclose the true value of communication in building relationships with clients and other madketing. In the attempt to better clarify the conceptual background, we propose a new classification of the definitions of IMC developed and proposed by different authors during the last dchultz decades. Kim, Han and Schultz consider that, in the United States, developed horizontal communications and reasonable competition have broadened the range of customer choice in a capitalist context [58].


The analysis of the factors that drive or hinder the achievement of certain level of integration allows gathering them into two large groups: This section aims to analyze and classify the consequences derived from the application of the IMC paradigm and review the main conclusions achieved in previous studies. Some authors suggest that the size of the organization can influence ability to implement IMC [66]. This dialogue, if pursued, will lead to increased organizational brand value.

Comunicaciones de marketing integradas (2a. ed.). – Don Schultz – Google Books

Xchultz to these contributions, the following hypotheses are advanced: Due to the lack of empirical evidence about the influence of IMC on the outcomes obtained by the organization, it is difficult to specify accurately the effects of IMC on organizational performance.

Generally, we would expect that the organizations applying IMC will have a greater capacity to achieve its direct and indirect objectives, such as a higher brand knowledge and preference, a more favorable attitude towards the brand and the increase of purchase intention.

In sum the IMC process starts with the customer or prospect and then works back to determine and define the forms and methods through which persuasive communications programs should be developed [27]. It may be noticed that the value of the message is highlighted, since real problems surround choice and adaptation to target audiences.

The review allows the authors to formulate the research hypotheses and, finally, to model the driving-factors and effects of IMC. A theoretical review and an analysis of its main drivers and effects.