Performance auditing of imc Actions and outcomes

Reid, M 2005, 'Performance auditing of imc Actions and outcomes', Journal of Advertising, vol. 34, no. 4, pp. 41-52.


Document type: Journal Article
Collection: Journal Articles

Title Performance auditing of imc Actions and outcomes
Author(s) Reid, M
Year 2005
Journal name Journal of Advertising
Volume number 34
Issue number 4
Start page 41
End page 52
Total pages 12
Publisher Journal of Advertising
Abstract Proving the value of the integrated marketing communication (IMC) process in its relation to brand outcomes, such as brand awareness, brand loyalty, and sales, are critical issues. The research presented in this paper employs a modified version of the Duncan-Moriarty IMC miniaudit (Duncan and Moriarty 1997) to examine the relationship between the IMC process and brand outcomes. Data were collected from managers in both consumer goods and consumer services organizations. Results demonstrate a positive relationship between the implementation of the IMC process and brand outcomes, and provide encouragement for further research to validate the findings. It was also found that IMC is used more in companies with a market orientation, and in those that encounter a high level of competition. © 2005 American Academy of Advertising. All rights reserved.
Copyright notice © 2005 American Academy of Advertising. All rights reserved.
ISSN 0091-3367
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