EVALUATING THE EFFECTIVENESS OF ELEMENTS OF INTEGRATED MARKETING COMMUNICATIONS A REVIEW OF RESEARCH.doc

Evaluating The Effectiveness of Elements of
Integrated munications: A Review of Research
e E. Belch, Professor of Marketing, San Diego State University
Michael A. Belch, Professor of Marketing, San Diego State University
Direct Correspondence To:
Dr. e E. Belch
Department of Marketing
College of Business Administration
San Diego State University
San Diego, CA 92182
Email: ******@
Phone: (619) 594-2473
Fax: (619) 594-3272
e E. Belch (., University of California, Los Angeles)
Professor of Marketing, San Diego State University
******@
Michael A. Belch, (. University of Pittsburgh)
Professor of Marketing, San Diego State University
******@
Evaluating The Effectiveness of Elements of
Integrated munications: A Review of Research
Abstract
In recent years there has been strong interest among academics and marketing practitioners in the concept of integrated munications (IMC). However, to evaluate the effectiveness of an IMC program, marketers must be able to determine how the use of the various munication tools impact their customers. This paper reviews research and theorizing regarding ways of measuring munication effects of the major IMC tools including advertising, sales promotion, the and interactive media, public relations, and direct marketing. Research on the synergistic effects of various media and IMC tools is also reviewed.
Integrated munications (IMC) has emerged as the dominant approach used panies to plan and execute their munication programs. Many marketers, as well as advertising agencies, are embracing the IMC paradigm and developing integrated campaigns that use a variety ways municate with their target audiences. (McArthur and Griffin 1997, Belch & Belch, 2004, Duncan 2005) The shift toward the IMC perspective has been hailed as one of the most significant changes in the history of advertising and promotion (Moriarty 1994; Reitman 1994) and as
the munications development of the