Despite wide support for IMC in theory, there are large differences in how individual marketing/advertising practitioners interpret its application in practice. Practitioners approach IMC ...

The article delineates and provides a rationale for a taxonomy of organizational structures of advertising agencies known to have produced successful integrated communications campaigns. Five ...

IMC requires ICP, that is, Integrated Marketing Communications requires Integrated Collaborative Partners. It is NOT only about integrating multiple marketing and media platforms into your marketing ...

Deighton, J. A. "The Concept of Integrated Marketing Communications." In The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications ...