Entering the quagmire: examining the 'meaning' of integrated marketing communications

Abstract

The lack of a generally accepted definition of integrated marketing communications has greatly impeded the efforts to develop sound measures of integrated marketing communication's impact on current marketing communication practices. The study reported here uses a factor analysis of responses from a national sample of marketing communication practitioners to begin the exploration into the underlying meaning of integrated marketing communication to practitioners. Identifying the underlying structure of the meaning of integrated marketing communications provides future researchers with a stronger conceptual basis on which to build a definition of integrated marketing communications, which, in turn, provides the foundation for measures which will more accurately determine how integrated marketing communications is used in practice.

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