ERIC Number: ED448491
Record Type: RIE
Publication Date: 2000-Nov-11
The Underreported Use of Integrated Marketing Communication by Smaller Businesses.
This research suggests integrated marketing communication (IMC) is widely used by small business. In a survey of Midwest businesses, it was found that smaller business tend to integrate their marketing communication to the same extent as do larger businesses. Their advertising, P.R., and sales promotion are as likely to present a unified message, as though they had "one voice." They are also as likely to integrate their marketing communications goals of building their corporate images while increasing responses. An examination of the IMC literature finds a disproportionate lack of examples of these small businesses. The conclusion is that the public and students would be better served if smaller businesses were more equitably addressed in IMC textbooks and course discussions. (Contains 12 references and 2 tables of data.) (Author/RS)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the National Communication Association (86th, Seattle, WA, November 9-12, 2000).