QUT ePrints

Perceptions of Integration: What the Literature Says and What Stakeholders See

Kerr, Gayle (2006) Perceptions of Integration: What the Literature Says and What Stakeholders See. In Podnar, K & Jancic, Z (Eds.) Contemporary Issues in Corporate and Marketing Communications: Towards a Socially Responsible Future, 21-22 April 2006, Slovenia, Ljubljana.

Abstract

This paper compares perceptions of integrated marketing communication (IMC) to establish whether consumers perceive integration in the same way as the literature. It begins by reviewing the literature to identify shared assumptions about integration and factors thought to contribute to the integration of marketing communication and, in an experiment, compares these with the perceptions of consumers. Many of the shared assumptions in the literature have been supported by the findings of this study. Integration has been demonstrated to be both a strategy and a tactic. The strategic side is part of a management process and is unable to be observed by consumers from the marketing communication output. Consumers can, however, identify the tactics and are able to recall a number of integration factors such as logo, corporate colours and image. Consumers in the total message integration groups perceived the messages they received as more integrated than those in partial integration or no integration groups.

Impact and interest:

Citation countsare sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

148 since deposited on 17 Jun 2009
111 in the past twelve months

Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 25215
Item Type: Conference Paper
Keywords: Integration, Integrated Marketing Communications, Marketing Communications
ISBN: 961-90484-5-8
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2006 Please consult the authors.
Deposited On: 18 Jun 2009 01:01
Last Modified: 07 Sep 2012 01:31

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page