(Duncan and Everett 1993) Issues of IMC One of the main challenges that IMC faces is whether it is valid or is it just another management ‘fad’? It has been described as just traditional marketing glamorised, suggesting that it is not new and it has few management implications. (Schultz & Kitchen 1997) IMC cannot be measured hence it is difficult to assess the effectiveness of incorporating IMC rather than using traditional approaches...
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(Schultz & Kitchen 1997) IMC cannot be measured hence it is difficult to assess the effectiveness of incorporating IMC rather than using traditional approaches. Measures of IMC cannot be systematically developed because there is a lack of consensus of what actually constitutes IMC. This will continue to be a barrier to develop sound measures of IMC and therefore the efforts in determining its effect on the existing marketing communication practice...
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