Services advertising and integrated marketing communications: An empirical examination

Les Carlson, Stephen J. Grove, Michael J. Dorsch

Research output: Contribution to journalArticle

20 Scopus citations

Abstract

Integrated marketing communications (IMC) potentially can create synergy and produce a consistent front among communication tools and to help generate customer databases that can lead to effective target marketing. Such outcomes are desirable goals for service organizations who struggle with promoting intangible offerings. This study examines the incidence and nature of IMC in services advertising. Following Nowak and Phelps (1994), we inspected the degree of IMC utilization by service organizations at the tactical, i.e., advertisement, level. Our results indicate that IMC is a reality among services advertisements, yet there is room for further development.

Original languageEnglish (US)
Pages (from-to)69-82
Number of pages14
JournalJournal of Current Issues and Research in Advertising
Volume25
Issue number2
DOIs
StatePublished - Jan 1 2003

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ASJC Scopus subject areas

  • Marketing

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