초록

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Abstract ▼ AI-Helper

How to facilitate Integrated Marketing Communication (IMC)? An approach to answer this question is to identify an organization's internal and external barriers to IMC and then to resolve them. Eight dimensions emerged from the factor analysis of the barrier items: organizational structure problem, d...

How to facilitate Integrated Marketing Communication (IMC)? An approach to answer this question is to identify an organization's internal and external barriers to IMC and then to resolve them. Eight dimensions emerged from the factor analysis of the barrier items: organizational structure problem, department ego, lack of database, difficulty in analyzing effectiveness, lack of perception on consumer-oriented communication, increasing dependency on an agency, lack of agencies' expertise on IMC, and fear of budget reductions. With regression analyses, this study found that 'organizational structure problem' and 'lack of perception on consumer-oriented communication' were negatively related to IMC and that 'department ego', 'lark of perception on consumer-oriented Communication', 'organizational structure problem', and 'fear of budget reductions' were negatively related to the expectation of IMC usefulness. The findings indicate that organizations surveyed stay at a low level of IMC and urgently needs to resolve internal barriers rather than external ones in order to enhance IMC.

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