IMC and The Effies: Use of Integrated Marketing Communications Touchpoints Among Effie Award Winners

Quesenberry, Keith A.; Coolsen, Michael K.; Wilkerson, Kristen
October 2012
International Journal of Integrated Marketing Communications;Fall2012, Vol. 4 Issue 2, p60
Academic Journal
This study analyzed integrated marketing communicationss (IMC) touchpoints used in Effie Award-winning campaigns--campaigns awarded for their marketing effectiveness. An analysis of 421 campaigns from 1998 to 2010 indicated increased use in the number of communications touchpoints during the examined time period. Of those communications touchpoints, public relations, interactive marketing, guerilla marketing and consumer involvement showed noteworthy increases over time. Over the last 13 years, marketing has changed dramatically and the practice of IMC has increased greatly. During the same time span, the Effie Awards have increasingly honored campaigns that use multimedia communications touchpoints and have decreased honoring single-touchpoint campaigns.


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