Abstract:

A decade of integrated marketing communication (IMC) literature development is too short a time to analyze competing paradigms or ascertain whether it may be a 'theoretical concept' or a 'management fad'. This paper provides evidence of an increased commitment to IMC and of higher returns on investment from integrated approaches. There is, however, resistance to the development of 'rigid rules'. Implementation of IMC is situation-specific, dependent on client edict. An over-reliance on traditional ways of evaluating effectiveness may prevent IMC from delivering its full potential; however the pending international introduction of Internationally Recognized Financial Standards (IRFS) may provide the impetus for a review of the fundamental basis on which marketing communication investments are planned and evaluated.