Date of Award

1999

Document Type

Thesis

Degree Name

Master of Mass Communications

Department

Business

First Advisor

Michael Castro

Second Advisor

Joe Silverio

Third Advisor

Tom Dehner

Abstract

In the current market place, there are two points that occupy the marketer's attention. One is the necessity of integration; the other is the importance of communications. Integrated Marketing Communications (IMC) is the crystallization of the two thoughts.

Because the entire market place is changing so rapidly, factors that result in a successful business are too complicated. Integration of all kinds of market resources is no longer a marketing theory which is discussed by academics. It has become a necessary solution to business.

On the other hand, the popular issue of communication does not simply reflect the deep relationship of human beings, but the relationship of customers and enterprises in today's market place. It is strongly involved in brand building and loyalty maintenance, communications is regarded as a key point when people think of promotion and other market tactics. In fact, more and more companies are aware of the benefits of communication. They are trying to establish their communication system instead of focusing on the old main characters of 4P'S (price, place, product and promotion.)

Consequently, IMC is beginning to play a major role in the field of marketing. This study covers the meaning of IMC, including practical case examples illustrating, and the techniques of IMC. It also explores, more broadly, the challenges that marketers face today, and the role that IMC plays in the marketplace.

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