The perception of integrtaed marketing communications and its applications: The research on advertising agencies and firms

There are many important trends that encourage organizations to pay increased attention to their efforts in the competing global environment. In this competing world marketing plays an important role to have competing advantage. Many marketers realize that a wider range of marketing and promotional tools must be coordinated to communicate effectively with target audiences and present a consistent image to target markets.Promotion activities provide success when used efficiently. Many companies realize that they need more strategic integration of their promotional activities. These firms began moving toward the process of integrated marketing communications, which initially involved coordinating the various promotional elements and other marketing activities in order to communicate more effectively with target customers.The purpose of this study is to review the literature on IMC with a view to its major elements, the development period of IMC and examine its relation with firm performance in an empirical setting. In the context of the study, two structural equation models have been established in order to explore the dimensions of IMC and firm performance measures. Later, the relation between the firm performance and IMC program is tested. As a result, it is defended that there is a mutual and positive relation between the firm performance and IMC programs.