Integrated communications: from one look to normative consistency

Simon Torp (Department of Marketing and Management, University of Southern Denmark, Odense, Denmark)

Corporate Communications: An International Journal

ISSN: 1356-3289

Publication date: 8 May 2009

Abstract

Purpose

The purpose of this paper is to show the diversity within integrated communication and to demonstrate how its scope has been broadened to include virtually everything an organization says and does and everyone who is affected by the organization's existence and activities. In the most ambitious interpretations of the concept the integration endeavour extends from the external integration of visual design to the internal integration of the organization's culture and “soul”.

Design/methodology/approach

The paper is based on a critical and thematic reading of the integrated marketing communication (IMC) field. The review covers both theorists and practitioners and those who are in between: theoretical practitioners and practical theorists, since all parties contribute to the creation of the field and the phenomenon that are the object of analysis in this paper. The focus is on semantic and conceptual development in relation to the range and scope of integrated communication.

Findings

The ideal of integration in connection with marketing communication is not new. The analysis shows that the IMC field is marked by great diversity and disagreement. The ideal scope of integration has expanded. An attempt is made to “map” various approaches and perspectives within the IMC field, based on the distinctions between opponents versus advocates and theoretical versus non‐theoretical.

Research limitations/implications

The paper makes the claim that in many interpretations of the concept integrated communication is focused on control. It does not seek to demonstrate how more dialogical perspectives might be developed within the framework of integrated communication.

Originality/value

The focus in this paper is on the semantic and conceptual development in relation to the range and scope of integrated communication. It usefully asks, how far does the organization's effort at integration extend, and how deeply is it supposed to enter the individual's life: what, in short, is the extent of integrated communication's intervention and influence and outreach.

Keywords

Citation

Torp, S. (2009), "Integrated communications: from one look to normative consistency", Corporate Communications: An International Journal, Vol. 14 No. 2, pp. 190-206. https://doi.org/10.1108/13563280910953861

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.