The Advertising & Promotion an Integrated Marketing Communications Perspective Scientific Literature Review

Abstract

The key objective of this study is to assess 
advertising and promotion from an IMC 
perspective. This study used a scientific literature 
review methodology with 50 existing articles 
completed in advert and promote and integrated 
marketing communications based on an 
inclusion/exclusion criterion. The findings of this 
study were collected by developing a thematic 
method, which involved extracting previous 
researchers' findings from the literature, 
classifying similar themes and findings, and 
drawing conclusions. According to the findings of 
this review, IMC means using multiple modes of 
communication, including advertising, personal 
selling, sales promotions, direct marketing, 
interactive marketing, publicity, and public 
relations. Finally, future researchers should IMC 
into the regeneration of concepts and the 
reconstruction of models and concepts to adapt to 
the new round of technological revolution and the 
changes carried about by user experience 
innovation. Bearing in mind the regular pattern of 
IMC concept change and comparing the evolution 
of IMC concepts and research topics in different 
periods