Research

Comparing the Application of IMC in Magazine Ads across Product Type and Time

We investigated the incidence and nature of integrated marketing communications (IMC) evident in the advertising of products over time and across product classifications for services versus physical goods. Our goal was to shed light on the use of IMC in practice vis-á-vis its theoretical relevance in the advertising and business literature. Using a framework by Nowak and Phelps (1994), we examined IMC utilization by service organizations and physical goods manufacturers at the tactical (advertisement) level over five time periods spanning 20 years. Results indicate that IMC is a reality among both services ads and physical goods ads, yet its incidence has not increased significantly over this time frame. Differences exist when product types are compared, although there appears to be much room for further and more enlightened adoption of IMC principles within advertising vehicles.

Publication Information
Article Title: Comparing the Application of IMC in Magazine Ads across Product Type and Time
Journal: Journal of Advertising (2007)
Vol. 36 Issue 1, p. 37-54, ISSN 0091-3367
Author(s): Carlson, Les;  Dorsch, M.J.;  Grove, S.J.
Researcher Information
    
Carlson, Les
Carlson, Les
Professor and Nathan J. Gold Distinguished Professorship
Expertise:
  • Consumer Behavior
  • Consumer Socialization
  • Marketing Communication
  • Services Marketing
Marketing
CoB 345K
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-3156
Fax: (402) 472-9777
lcarlson3@unl.edu