Long-Term Profit Impact of Integrated Marketing Communications Program

Topics:
Marketing Communications
Tags:
Integrated Marketing Communication,
Internet-Journals,
Marketing,
Marketing Research
Source:
Internet-Journals

Vendor Registration: required

Overview: The concept of Integrated Marketing Communications (IMC) emphasizes the role of synergy, which arises when the combined effect of multiple activities exceeds the sum of their individual effects. This paper investigates the effects of synergy on the profitability of IMC programs in uncertain markets. It develops a dynamic multimedia model that incorporates both synergy and uncertainty, and uses it to determine the optimal IMC program. The results generalize previous findings to uncertain markets, illuminate the profit implications of IMC programs, and explain the catalytic effects of synergy in IMC contexts.

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Format: PDF | Size: 256KB | Date: Apr 2005 | Pages: 23

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