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Integrated marketing communications Effects of advertising‐sponsorship strategic consistency

Integrated marketing communications Effects of advertising‐sponsorship strategic consistency Purpose – The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a non‐integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign. Design/methodology/approach – The study uses the experimental methodology in order to compare two conditions (integrated campaign versus a non‐integrated campaign). Findings – The results of this study show that a strategic consistency‐based integration has more positive effects on information processing, attitude and recall of the communication campaign compared to the non‐integration strategy. Research limitations/implications – This paper offers empirical evidence that might be useful for advertisers about the increased effectiveness of a strategic consistency‐based integration campaign. Research limitations in this paper provide avenues for future studies in order to validate the effectiveness of this strategic consistency‐based integration in others contexts. Originality/value – The originality of this research resides in testing the synergistic effects of an IMC strategy by a new experimental methodology to operationalizing the strategic consistency in the message communicated between the two communication tools. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

Integrated marketing communications Effects of advertising‐sponsorship strategic consistency

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502190910992666
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a non‐integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign. Design/methodology/approach – The study uses the experimental methodology in order to compare two conditions (integrated campaign versus a non‐integrated campaign). Findings – The results of this study show that a strategic consistency‐based integration has more positive effects on information processing, attitude and recall of the communication campaign compared to the non‐integration strategy. Research limitations/implications – This paper offers empirical evidence that might be useful for advertisers about the increased effectiveness of a strategic consistency‐based integration campaign. Research limitations in this paper provide avenues for future studies in order to validate the effectiveness of this strategic consistency‐based integration in others contexts. Originality/value – The originality of this research resides in testing the synergistic effects of an IMC strategy by a new experimental methodology to operationalizing the strategic consistency in the message communicated between the two communication tools.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: Sep 18, 2009

Keywords: Integrated marketing communications; Advertising; Sponsorship; Consumers

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