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MARKETING INTELLIGENCE AND PLANNING ISSN: 0263-4503

Call for papers

Special Issue: Emerging issues in Integrated Marketing Communication

Integrated marketing communication (IMC) has attracted a considerable body of research since the early 1990s (see, for example, Duncan & Everett, 1993; Kitchen & Schultz, 1999) and some inevitable criticism of its contribution to marketing theory (for example, Cornelissen & Lock, 2000). Research-based literature has developed around aspects of the integration of all marketing communication activity in order to maximise synergistic effects and, ultimately, campaign effectiveness as a key tool to build and maintain brand equity (Madhavaram, Badrinarayanan, & McDonald, 2005). Additionally, IMC has been examined from a range of perspectives, such as multiple media use (Stammerjohan, Wood, Chang, & Thorson, 2005) and applications in specific industries (see, for example, Low, 2000; Reid, Johnson, Ratcliffe, Skrip, & Wilson, 2001). The focus in these studies has been on manufacturer-branded products and communication. Few studies have examined how manufacturer and retailer communications interact and combine to influence brand equity, or how retailer communication is utilised to build and maintain equity in retailer own-brands (‘house brands’) These are just two of the gaps in the research literature. The purpose of this Special Issue is to provide a forum for the discussion of the ways in which IMC as a concept has developed and is being operationalised. Specific topics might include the following, but papers of good quality on any appropriate IMC-related issue would be welcome.

• Critical evaluation of the evolution of IMC
• Cross-cultural research into the operationalisation of IMC
• Comparative studies of IMC across industry sectors, e.g. FMCG, service, B2B, social and not-for-profit marketing
• Comparative studies of IMC implementation across large, medium and small companies
• Barriers to IMC implementation
• The use of academic and practitioner research in developing IMC programmes
• Influence of retailer communication on branded IMC programmes
• Use of new and emerging consumer media in IMC campaigns
• Use of hybrid media forms such as product placements, advergames and joint company tie-ins in IMC campaigns
• Evidence of superior return on investment from IMC campaigns
• Challenges to IMC programmes of increased restrictions (e.g. restrictions on advertising to children)

Send your submission to the Guest Editors by email no later than 30 May 2008, and preferably as early as possible. Submissions should follow the format prescribed in the journal Notes for Contributors which are available in the inside back cover of any hard copy of the journal or on the journal website at www.emeraldinsight.com/mip.htm . All submissions will be acknowledged as they are received. Direct any general indications of interest or requests for further information to the Guest Editors via email.

Guest editor contact details

Professor Lynne Eagle
Bristol Business School
Uiversity of the West of England
Coldharbour Lane
Bristol
United Kingdom
Telephone: +44 (0)117 965 6261
Email: Lynne.Eagle@uwe.ac.uk

David Pickton
Head of Department of Marketing
Leicester Business School
Bosworth House
De Montfort University
Leicester
United Kingdom
Telephone: +44 (0)116 257 7219
Email: dpmar@dmu.ac.uk

References

Cornelissen, J. P., & Lock, A. R. (2000). Theoretical Concept or Management Fashion? Examining the Significance of IMC. Journal of Advertising Research, 40(5), 7-15.

Duncan, T. R., & Everett, S. E. (1993). Client Perceptions of Integrated Marketing Communication. Journal of Advertising Research, 33(3), 30-39.

Kitchen, P. J., & Schultz, D. E. (1999). A Multi-Country Comparison of the Drive for IMC. Journal of Advertising Research, 39(1), 21-38.

Low, G. S. (2000). Correlates of Integrated Marketing Communications. Journal of Advertising Research, 40(1), 27 – 39.

Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy. Journal of Advertising, 34(4), 69-80.

Reid, M., Johnson, T., Ratcliffe, M., Skrip, K., & Wilson, J. (2001). Integrated marketing communications in the Australian and New Zealand wine industry. International Journal of Advertising, 20(2), 239-262.

Stammerjohan, C., Wood, C. M., Chang, Y., & Thorson, E. (2005). An Empircal Investigation of the Interaction Between Publicity, Advertising , and Previous Brand Attitudes and Knowledge. Journal of Advertising, 34(4), 55-67.

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