article 7: IMC (integrated marketing communication) - integrative review

Question 1

integrative review of the IMC literature

Answer 1

–> three frameworks (Nowak and Phelps framework, Duncan and Moriarty framework, Kitchen and Schultz framework) offer an ideal starting point towards a logical integration of the broader IMC literature
–> (p. 23)

Question 2

IMC outcome

Answer 2

= captures the organizational benefits arising from planning and implementing IMC. Categorized into three interrelated levels;
1. Tactical= capture those with short-term organizational impact.
2. Intermediate= capture those with midrange organizational impact.
3. Strategic= capture those with organization-wide impact

Question 3

integration scope

Answer 3

= represents the scale with which IMC programs are planned and implemented inside organizations. At least three integration scopes can be inferred;
1. Tactical= implemented primarily at the marketing communication level.
2. Functional= implemented primarily at the marketing functional level.
3. Strategic= implemented cross-functionally by mobilizing organizational processes beyond the marketing function.

Question 4

integration strategy

Answer 4

= an analytical framework that establishes direction and context for implementing IMC plans.
–> defining and understanding:
1. Audience type
2. Relationship episodes
3. Message sources
4. Media channels

Question 5

Integration modes

Answer 5

= a set of execution tactics used by marketers to closely match messages and media channels with audience characteristics for realizing effective communication.
1. Communication consistency= relies on synergy, a coherent message is delieverd to the audience, so that a consistent perception and identity can be formed.
2. Communication customization= relies on segmentation, messages and media channels are tailored to narrower segments of the audience to tailor their preferences.
3. Communication interactivity= relies on co-creating meaning, marketers and the audience work toward a shared meaning via a two-way exchange of messages, this brings them in an interactive dialogue.

Question 6

organizational support processes

Answer 6

= capture the various mechanisms mobilized by organizations to create a favourable condition for planning and implementing IMC.
1. Nowak and Phelps: an updated customer database is the main support process.
2. Duncan and Moriaty: corporate focus, SWOT analysis, core management competence,
and cross-functional management.
3. Kitchen and Schultz: outside-in planning, information technology, and coordination
with ad agencies.

Question 7

feedback

Answer 7

= the learning effect is the final point of theoretical intersection among the three frameworks.
1. Nowak and Phelps: views the concept as consumers’ responses to IMC campaigns
that provide insights for planning future IMC decisions.
2. Duncan and Moriarty: do not integrate feedback.
3. Kitchen and Schultz: does not elaborate on how feedback relates to other elements
of IMC.