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Warc2y
Integrated Marketing Communications (IMC): Why Does It Fail? An Analysis of Practitioner Mental Models Exposes Barriers of IMC Implementation
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 ...
business.rutgers6y
Mini-MBA: Brand Development & Marketing Communications Curriculum
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 ...
Harvard Business School7y
The Concept of Integrated Marketing Communications
Deighton, J. A. "The Concept of Integrated Marketing Communications." In The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications ...
Harvard Business School7y
Integrated Marketing Communications in Practice
Deighton, John. "Integrated Marketing Communications in Practice." Chap. 33 in The Advertising Business: Operations, Creativity, Media Planning, Integrated ...
Campaign Middle East on MSN3d
Why integrated marketing needs to evolve for the post-2025 consumer
Integrated marketing has long promised a unified experience across touchpoints. In theory, it’s a seamless orchestration of ...
Warc2y
Five Approaches to Organizing an Integrated Marketing Communications Agency
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 ...
Kaleido Scope4y
MARKETING & COMMUNICATIONS
The Student Affairs Marketing & Communications (SAMAC) team develops, implements and assesses integrated marketing communication plans to communicate the events, resources, opportunities, and ...