Indexed by: Journal paper

First Author: Li zhenfang

Correspondence Author: 李贞芳

Co-author: 李贞芳；韦路

Journal: Journal of Advertising Study,

Place of Publication: Jiangsu

Discipline: Literature

First-Level Discipline: Journalism and Communications

Funded by: 国家社科基金“政府调控新媒体的公共关系策略研究” (项目编号08bxw026) 的阶段

Document Type: J

Issue: 2010年04期

Page Number: 28-32

ISSN No.: 1672-9005

Key Words: IMC Measure Ads Extent of integration;

Date of Publication: 2010-08-10

Abstract: Integrated Marketing Communication has been in need of wide-accepted definition and measure since it attracted both the practitioners and academics alike. The practitioners need a reliable and specific working guide and criteria. Using the micro-level IMC definition as integrated communication, we examined the extent of integration of 816 ads in the most popular 21 magazines in china, finding that the integration extent is quite limited and the service ads use more tools than product ads. The implications of these findings are discussed concerning how to use IMC for practitioners.

Links to published journals: http://qr61.cn/o79Ca2/qXBzQ4E