Journal of Advertising articles from December 2005

Journal of Advertising archives from December 2005

From the editor.(Editorial)
December 22, 2005... In creating this special issue, we have tried to fill a long-felt need for greater theoretical development in integrated marketing communication (IMC), as well as for demonstration of its practical applications. The major criterion used by the...

The relationship between Integrated Marketing Communication, market orientation, and brand orientation.
December 22, 2005... Marketing communication plays an important role in building and maintaining stakeholder relationships, and in leveraging these relationships in terms of brand and channel equity (Dawar 2004; Duncan and Moriarty 1998; Lannon and Cooper 1983;...

The brand capability value of integrated marketing communication (IMC).
December 22, 2005... It is now widely accepted that intangible assets provide the most sustainable source of competitive advantage (Barskey and Marchant 2000; Leadbeater 2000; Litman 2000). Indeed, brand equity often accounts for a major portion of shareholder...

Performance auditing of integrated marketing communication (IMC) actions and outcomes.
December 22, 2005... Traditionally, academics and practitioners in the field of marketing have supported the notion that marketing communication plays an important role in building and maintaining stakeholder relationships, and in leveraging these relationships to...

An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge.
December 22, 2005... Integrated marketing communications (IMC) has been described as a natural and "inevitable" result of progress in promotional tools and convergence in media (Schultz 1996). Over the past decade, advertising agencies have adopted the IMC approach...

Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: a conceptual framework and research propositions.
December 22, 2005... For practitioners, integrated marketing communication (IMC) has (1) become widely accepted, (2) has pervaded various levels within the firm, and (3) has become an integral part of brand strategy that requires extensive brand development...

Brand strategy and integrated marketing communication (IMC): a case study of player's cigarette brand marketing.
December 22, 2005... Integrated marketing communication (IMC) is defined as "a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these...

The legal challenge of integrated marketing communication (IMC): integrating commercial and political speech.
December 22, 2005... Integrated marketing communication (IMC) has been recognized as "the major communications development of the last decade of the 20th century" (Kitchen et al. 2004, p. 20), "one of the hottest topics in the whole marketing arena" (Schultz 1993,...

Managing integrated marketing communication (IMC) through strategic decoupling: how luxury wine firms retain brand leadership while appearing to be wedded to the past.
December 22, 2005... Increasingly, marketers are turning to brand histories and historical associations as sources of market value (Penaloza 2000) and a "cultural marker of legitimacy and authenticity" (Brown, Kozinets, and Sherry 2003, p. 19). Authenticity is a...