Artha Vijnana: Journal of The Gokhale Institute of Politics and Economics

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


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1 Department of Business Administration, DDU Gorakhpur University, Gorakhpur 273009, Uttar Pradesh, India
     

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

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Authors

Swatantra Kumar
Department of Business Administration, DDU Gorakhpur University, Gorakhpur 273009, Uttar Pradesh, India
Sanjay Baijal
Department of Business Administration, DDU Gorakhpur University, Gorakhpur 273009, Uttar Pradesh, India

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.

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DOI: https://doi.org/10.21648/arthavij%2F2019%2Fv61%2Fi1%2F180159