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Integrated Marketing Communication

Part 4. Advertising and Integrated Communication

  1. Philip J. Kitchen1,2,
  2. Inga Burgmann3

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04001

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Kitchen, P. J. and Burgmann, I. 2010. Integrated Marketing Communication. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. 1

    Hull University Business School, Hull, UK

  2. 2

    ESC Rennes, Rennes, France

  3. 3

    Commerzbank, Frankfurt, Germany

Publication History

  1. Published Online: 15 DEC 2010
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Figure 1. The establishment of IMC. (Source: Fill 2002: 469).

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Figure 2. IMC RABOSTIC model. (Source: Pickton and Broderick 2005: 14).

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Figure 3. IMC – a four stage model. (Source: Kitchen and Schultz 2001: 108).

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Figure 4. The integrated communications setting. (Source: Nowak and Phelps 1994: 57).