커뮤니케이션 패러다임의 전환 및 발전: 통합적 마케팅 커뮤니케이션 (IMC) 문헌 분석을 중심으로

초록

Integrated Marketing Communication (IMC) has received intensiveattention in the field of marketing communication andadvertising. The current study reviewed the content of 256 articles from 1991 in anattempt to analyze the direction of academic development IMC research and its status asa new communication paradigm. The early studies tended to focus on the implementation aspect of IMC such as thestrategic use of diverse communication contact points, whereas since mid-1990s, due tothe changes of media, the social environment and consumers, a new paradigm ofcommunication integration emerged: a comprehensive range of corporate communicationaspects beyond brand communication. That is, researchers began to view IMC not asstrategic management of marketing communication messages, but as managementstrategy that concerns relationship management with diverse stakeholders. The studiessince 2000 explored the more sophisticated topics such as the relationship between IMCand brand, organizational issues and the effect of IMC campaigns, which advanced theparadigm as part of normal science. However, still most IMC related studies examinedconsumers in the frame of marketing communication with few empirical studiesconcerning the effect of IMC. Future studies are expected to explore much diverseaspects of communication.

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