Integrated Advertisement Message Strategy: A Tactical Implementation of IMC in Advertisement Discourse
Indian Journal of Applied Research, Vol. 3, Issue 10, October 2013
3 Pages Posted: 15 Nov 2013
Date Written: October 2, 2013
The contributive stance of this study is towards the realm of IMC conceptualization and particularly the implementation phase. As scholars have identified that the implementation of IMC principles still remains obscure and executing the premise of IMC at a tactical level in marketing communication messages mystifies practitioners. This article thus operationalizes the tactical adoption of IMC tenets in advertisement as the "integration of advertisement message strategy"; such as incorporating the brand advertisement appeals with direct response advertisement appeals. The perspective of implementation suggested in this paper relevantly agrees with past studies on the need for an integrated advertisement model especially in the era of IMC and how to effectively establish the incorporation of more than one message strategy in a particular advertisement discourse is the practical integration of marketing communication tools in advertising; which in other word known as the tactical approach of defining IMC principles.
Keywords: Integrated Advertisement Message Strategy, Integrated Marketing Communication, Advertisement Discourse
JEL Classification: M31, M37
Suggested Citation: Suggested Citation