IMC–performance relationship: further insight and evidence from the Australian marketplace

Abstract

As markets become increasingly competitive and the associated brand-related marketing communications activity more frenetic, the need to understand how to gain better outcomes from marketing communications efforts is paramount, especially in terms of creating and leveraging market-based assets. This paper presents the results of research into the relationship between the management of marketing communications, from an integrated marketing communications (IMC) perspective, and brand-related performance in smaller and medium-sized service and consumer goods firms. The paper employs the mini-communications management audit devised by Duncan and Moriarty (1997) as a mechanism for examining key IMC issues. Analysis is presented on differences between high-, medium- and low-performing firms. The analysis suggests that firms with higher levels of integration in the management of marketing communications also have higher levels of brand-related performance.