Integrated marketing communications: Effects of advertising‐sponsorship strategic consistency

Abstract

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.

Citation

Navarro, A., Sicilia, M. and Delgado‐Ballester, E. (2009), "Integrated marketing communications: Effects of advertising‐sponsorship strategic consistency", EuroMed Journal of Business, Vol. 4 No. 3, pp. 223-236. https://doi.org/10.1108/14502190910992666