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Article Abstract

"Evaluating The Effectiveness of Elements of Integrated Marketing Communications: A Review of Research"

Abstract

In recent years there has been strong interest among academics and marketing practitioners in the concept of integrated marketing communications (IMC). However, to evaluate the effectiveness of an IMC program, marketers must be able to determine how the use of the various marketing communication tools impact their customers. This paper reviews research and theorizing regarding ways of measuring the communication effects of the major IMC tools including advertising, sales promotion, the Internet and interactive media, public relations, and direct marketing. Research on the synergistic effects of various media and IMC tools is also reviewed.

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