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1、Schultz.qxd27/01/0317:10Page93Interactiveintegratedmarketingcommunication:combiningthepowerofIMC,thenewmediaanddatabasemarketingJamesW.PeltierUniversityofWisconsin,Whitewater,USAJohnA.SchibrowskyUniversityofNevada,LasVegas,USADonE.SchultzNorthwesternUniversity,USATheinteractivityofthenewe
2、lectronicmediarequiresthatadatabase-drivensegmentationapproachtocommunicationstrategybeemployedtotakeadvantageofitsuniqueness.Toaccomplishthis,firmsmustdevelopwaysofcollectinginformationattheindividuallevelbytraditionaland/orelectronicmeans,andofusingthatdatatocreateinformation-intensivec
3、ustomercommunicationstrategies.Thesestrategiesshouldthenemploythenewmediatogenerateinteractionwithcustomers.Wetermthisapproach‘InteractiveIMC’.InthisarticleweproposeandillustrateaninteractiveIMCprocessmodel.INTRODUCTIONOverthepastdecade,understandingtheconceptualandstrategicramificationso
4、fintegratedmarketingcommunication(IMC)hasbecomeanincreasinglyimportanttopicinboththeacademicandadvertisingcommunities.Broadlydefined,IMCisaconceptofmarketingcommunicationplanningthatrecognisestheaddedvalueofusingacomprehensiveplantoevaluatethestrategicrolesofavarietyofcommunicationdiscipl
5、ines.Itcombinesthesedisciplinestoprovideclarity,consistencyandmaximumcommunicationimpact(Schultzetal.InternationalJournalofAdvertising,22,pp.93–115©2003AdvertisingAssociationPublishedbytheWorldAdvertisingResearchCenter,FarmRoad,Henley-on-Thames,OxonRG91EJ,UK93Schultz.qxd27/01/0317:10Page9
6、4INTERNATIONALJOURNALOFADVERTISING,2003,22(1)1993).Researchonanationalscale,andincreasinglyintheglobalarena,hasshownthatIMCisbecomingmorewidespreadwithinalltypesofmarketingandadvertisingorganisations.ThegrowinginterestinIMCmaybetracedtoanumberofinterrelatedfactors.Schultz(1999)arguedthatI
7、MCistheresultofanaturalevolutionfromtheuseofmass-marketadvertisingtomoretargetedmessagestrategies.ProponentsofIMCcontendthatitrepresentsalogicalfirststepinthetransitionfromout-boundproduct-drivencommunicationtothemoreinteractive,consumer-andbehaviour-orientedapproac
