Integrated Marketing Communication Through Strategic Consistency:An Innovative Proposal for Future Marketing

Abstract

Much has been said so far about the integrated management of the tools that make up the communication mix (Integrated Marketing Communication). But most of the related studies are focused on analyzing economic-financial effect of the said management on companies and little effort has been devoted to study the effectiveness of an integrated marketing campaign in this regard. Starting from the strategic consistency as a way of integration, this paper considers the effects that an integrated campaign can have on the processing of information and on the evaluations that the consumer makes of the campaign.