Examining the effect of using multiple media tools on the marketing performance of organizations in a trade campaign environment

Author： Tafesse Wondwesen Korneliussen Tor

Publisher： Routledge Ltd

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.19, Iss.3, 2013-07, pp. : 215-227

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

The idea that integrated marketing communications (IMC) can lead to higher levels of marketing performance has gained widespread recognition in the marketing communication literature. Despite this, concrete empirical evidences demonstrating the contribution of implementing IMC to organization- and campaign-level marketing performance are still limited. In an effort to make a contribution to this area, this paper examines whether using multiple media tools, at multiple customer touch points, leads to higher levels of marketing performance in a trade show campaign environment. Data were collected using questionnaire from organizations that exhibited at a large international trade show. Multiple regression analysis was conducted to test the propositions of the study. Consistent with our expectation, the regression results indicated that using multiple media tools for the trade show campaign purposes led to higher levels of marketing performance. Based on the results, a host of practical insights for marketing campaign strategists are developed.