PERFORMANCE AUDITING OF INTEGRATED MARKETING COMMUNICATION (IMC) ACTIONS AND OUTCOMES

Abstract

Proving the value of the integrated marketing communication (IMC) process in its relation to brand outcomes, such as brand awareness, brand loyalty, and sales, are critical issues. The research presented in this paper employs a modified version of the Duncan-Moriarty IMC miniaudit (Duncan and Moriarty 1997) to examine the relationship between the IMC process and brand outcomes. Data were collected from managers in both consumer goods and consumer services organizations. Results demonstrate a positive relationship between the implementation of the IMC process and brand outcomes, and provide encouragement for further research to validate the findings. It was also found that IMC is used more in companies with a market orientation, and in those that encounter a high level of competition.