Correlates of integrated marketing communications

The objective of this research was to identify factors that are significantly related to the degree of integration of a company's marketing communications activities. A three-item scale was developed to measure integrated marketing communications in a cross-sectional sample of senior marketing managers in U.S. companies. Results show that firms whose marketing communications programs tend to be integrated are also likely to be small, consumer-focused, service-oriented companies. They are also more common in manufacturing, agriculture, forestry, and mining industries. Managers in firms with greater integration also tend to be more experienced, and their products or services are more likely to be experiencing market share growth. Implications of these findings for marketing communications managers and researchers are then discussed.