Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program?
本文提出七个整合营销传播选择标准，帮助营销者评估其IMC计划的有效性和效率，并指出未来研究的五个优先领域。
The future of advertising and marketing communications will be marked by an increasingly diverse collection of new digital options added to the traditional media and communication options already available to marketers. By taking advantage of the unique strengths of different communication options, and combining them and sequencing them strategically, marketers have the opportunity to drive sales and build brands in ways never before possible. Doing so, however, will require new concepts, new tools, and new thinking. Toward that goal, this article describes seven integrated marketing communications (IMC) choice criteria that marketers can use to judge how effectively and efficiently they have assembled their IMC programs. The article also outlines five priority areas for future research to help further guide the successful design and implementation of IMC programs.