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首页> 外文期刊>EuroMed Journal of Business >Integrated marketing communications: Effects of advertising-sponsorship strategic consistency
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Integrated marketing communications: Effects of advertising-sponsorship strategic consistency

机译：整合营销传播：广告赞助战略一致性的影响

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摘要

Purpose – The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a non-integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign. Design/methodology/approach – The study uses the experimental methodology in order to compare two conditions (integrated campaign versus a non-integrated campaign). Findings – The results of this study show that a strategic consistency-based integration has more positive effects on information processing, attitude and recall of the communication campaign compared to the non-integration strategy. Research limitations/implications – This paper offers empirical evidence that might be useful for advertisers about the increased effectiveness of a strategic consistency-based integration campaign. Research limitations in this paper provide avenues for future studies in order to validate the effectiveness of this strategic consistency-based integration in others contexts. Originality/value – The originality of this research resides in testing the synergistic effects of an IMC strategy by a new experimental methodology to operationalizing the strategic consistency in the message communicated between the two communication tools.
机译：目的–本文的目的是分析整合营销传播（IMC）策略所产生的协同效应，并与非整合策略相比，以两种不同传播工具（广告和赞助）之间的信息策略一致性为标准。具体来说，它着重于IMC对消费者信息处理，态度和沟通活动召回的协同作用。设计/方法/方法-该研究使用实验方法来比较两种情况（综合战役与非综合战役）。研究结果–研究结果表明，与非整合策略相比，基于策略一致性的整合对沟通活动的信息处理，态度和召回具有更积极的影响。研究的局限性/意义–本文提供了经验性证据，可能对基于战略一致性的整合活动的有效性提高对广告客户有用。本文的研究局限性为将来的研究提供了途径，以验证这种基于战略一致性的整合在其他情况下的有效性。独创性/价值–这项研究的独创性在于通过一种新的实验方法来测试IMC策略的协同效应，以实现两种通信工具之间传递的消息的战略一致性。

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