Abstract:
After almost 15 years of existence, integrated communication (IC) is still
difficult to implement in order to integrate all the marketing and
communication efforts of an enterprise. It is contended that the first
reason for this is the confusion between the concepts of ‘integrated
marketing communication’ (IMC) and ‘integrated communication’ (IC).
Secondly, structural and/or functional obstacles in existing global
models (developed predominantly in Europe and America) prohibit or
deter successful communication integration with all stakeholders. The
purpose of this article was to explore the differences between the
concepts of IMC and IC and to critique the six existing models of IC
implementation in order to work towards the development of a more
encompassing IC implementation model (especially for South Africa)
that truly resembles the essence of IC. An extensive literature study was
conducted for the first objective, and comparative analysis was
employed as the research methodology for pursuing the second
objective. It is concluded that IC evolved from IMC, and it is argued
that IC implementation models should address integration from an
organisation-wide perspective, including more than merely communication
per se. All the various dimensions of communication, both internal
as well as external to the organisation, should be involved to ensure
total brand communication. The value of the research lies in the fact that
an attempt is made to resolve the confusion surrounding the concepts
of IMC and IC. Based on this clarification, the existing models of IC are
critiqued against the true essence of IC rather than IMC. Lastly, ten
recommendations for a new IC implementation model are formulated,
and the South African context is touched upon.
