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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
Table 1. IMC Definitions
Author and YearConcepts Introduced
  1. Source adapted from Kliatchko (2005: 21)

Caywood, Schultz, and Wang 1991a and Caywood, Schultz, and Wang 1991b
  • Coordination and consistency of messages and communication channels (one sight, one sound)

  • Use of a variety of communication disciplines to work in synergy based on a comprehensive plan

  • IMC as a concept

Schultz 1991
  • Inclusion of consumers, prospects

  • Behavioral responses

  • Nurture relationship and customer loyalty

  • IMC as a process

Duncan and Everett 1993
  • Profitable relationships expanded audience scope from customers to other stakeholders

Nowak and Phelps 1994
  • Reinforced notions of consistency, coordination, and behavioral response

Schultz and Schultz 1998
  • Strategic business process

  • Expanded notion of brand communication

  • Measurability

  • Specified the multiple markets more explicitly, inclusive of external and internal audiences

Schultz 2004b and American Marketing Association 2007
  • Strategic business process

  • Extensive brand communication

  • Evaluation and measurement

  • External and internal stakeholder groups

  • Long-term brand value focus

Kliatchko 2005
  • Process and concept

  • Audience-focused

  • Communication program

  • Result-driven