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

See all articles by Raji Ridwan Adetunji

Raji Ridwan Adetunji

Universiti Utara Malaysia

Shahrina Nordin

Universiti Teknologi MARA (UiTM)

Shuhaida Noor

Universiti Sains Malaysia (USM)

Date Written: October 2, 2013

Abstract

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

Adetunji, Raji Ridwan and Nordin, Shahrina and Noor, Shuhaida, Integrated Advertisement Message Strategy: A Tactical Implementation of IMC in Advertisement Discourse (October 2, 2013). Indian Journal of Applied Research, Vol. 3, Issue 10, October 2013. Available at SSRN: https://ssrn.com/abstract=2334890

Raji Ridwan Adetunji (Contact Author)

Universiti Utara Malaysia ( email )

School of Multimedia Technology and Communication
Universiti Utara Malaysia
Sintok, KS Kedah 06010
Malaysia
0175446285 (Phone)

Shahrina Nordin

Universiti Teknologi MARA (UiTM) ( email )

Tronoh, Perak 31750
Malaysia

Shuhaida Noor

Universiti Sains Malaysia (USM) ( email )

Jalan Sungai Dua
Minden, Penang 11800
Malaysia

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