Integrated marketing communications: How can we measure its effectiveness?

Abstract

This article proposes a novel approach to measuring the Integrated Marketing Communications (IMC) effectiveness of a company and its competitors. With the four IMC pillars (with regard to customer-centric approaches, channels, content and measurable results) as a background, a list of existing tools about measuring marketing communications is assessed. This yields the result that there is no tool that satisfies the criteria that define the modern paradigm of IMC. A model for measuring IMC effectiveness that aims at closing this gap is developed and proved viable for practical use. An empirical study based on this model delivers clear results on marketing communications efforts at the banking sector.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 63 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.