• Summary
  • Contents
  • Subject index

The discipline of communication has grown in popularity from the time professors of journalism and speech decided, in the mid-1960s, that the term “communication” was an excellent general descriptor for the theory and research that each group aspired to create.  Over time, the two groups grew closer and recognized significant overlap in their theoretical and research interests, but there were also differences in their traditions that kept them apart.  While both groups agreed that communication is a practical discipline, journalism professors focused a great deal of their attention on the education of media professionals.  Speech professors, on the other hand, often were more oriented to the liberal arts and valued the fact that communication could be approached from a variety of traditions, including the arts, ...

Integrated Marketing Communication
Integrated marketing communication

Over the past decade, integrated marketing communities. In both the business-to-business and business-to-consumer markets, numerous research studies have indicated that IMC is one of the top priorities in the new millennium. Interestingly, agencies have been ahead of their clients and, to a large degree, academics in the adoption of IMC.

The purpose of this chapter is to examine the evolution of IMC, its meaning and the reasons for its adoption, the current state of the art, and the future of IMC.

The Evolution of IMC

For many years, the promotional function in most companies was dominated by mass media advertising. Companies relied primarily on their advertising agencies for guidance in nearly all areas of marketing communication, and many companies also used additional promotional ...

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