Abstract

Integrated marketing communication (IMC) is one of the most controversial areas of research,
the concept marking a constant progress from the simple coordinating of promotional tools to a
complex strategic process. Further to the evolution of modern marketing, where IMC has
become a major way of achievement the objectives of a company, there is a need to identify
opportunities to increase its impact on consumer behavior. Therefore, is of interest, the relatively
recent approach found in the literature, according to which IMC works specifically through all
the four classic elements of the marketing mix: product, price, placement and marketing
communications. In this context, this paper intends to clarify some aspects regarding the effects
of IMC on the consumer behavior, materialized in the consumer decision- making process.
Integrated Marketing Communication has moved beyond communication to the process of using
promotional elements in a unified way so that a synergistic communication effect is created and
achieved. The present study explore on the purpose of drawing out whether Integrated Marketing
Communication could indeed be seen as an effort towards promotion in practice and also find out
some challenges and future of integrated marketing communications for business.

Although integrated marketing communication (IMC) has progressed towards mid-range

maturity level, its full-scale adoption has been impeded by a lack of consensus on its defining
constructs. The purpose of this study is to move from abstraction to define the construct of
strategic integration (SI) and develop this into a management tool, thus making an important
contribution to both the theory and practice of IMC. Drawing from both IMC and strategic
management literature, the construct of SI is operationalized into a number of key factors and a
well-cited management model, Fuchs' integration valuator is explored as the starting point of a
measurement tool for IMC. To do this, a Delphi study invites the scrutiny of an expert panel of
world-leading IMC researchers and practitioners. The panel validated the model construction
process, redefined overarching constructs and key factors with a high degree of consensus,
supported a process measure, suggested a weighted evaluation measure and recognized the
importance of developing such a measure. They delivered clear and consistent imperatives

guiding model development. The result is a measure of SI that evaluates organizational

proficiency and diagnoses the integration of IMC campaigns. It also advances theory by
providing a better understanding of the construct of SI.

Integrated Marketing Communication emerges as a powerful tool that guides practitioners in

developing and implementing marketing communications more consistently and effectively.
Despite its continuing appeal little is known about its physical or visible form in marketing
communication process, but the emergence of this concept has become one of the most
significant examples of development in the marketing discipline. It is the most innovative
function of marketing endorsed by advertising and marketing practitioners.