Volume : III, Issue : X, October - 2013

Integrated Advertisement Message Strategy: A Tactical Implementation of Imc in Advertisement Discourse

Raji Ridwan Adetunji, Dr Shahrina Md Nordin, Shuhaida Md Noor

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 and 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.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Raji Ridwan Adetunji, Dr Shahrina Md Nordin,Shuhaida Md Noor / Integrated Advertisement Message Strategy: A Tactical Implementation of Imc in Advertisement Discourse / Indian Journal of Applied Research, Vol.3, Issue.10 October 2013

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