Publications

Publication details [#40543]

Kim, Ilchul, Dongsub Han and Don E. Schultz. 2004. Understanding the Diffusion of Integrated Marketing Communications. Journal of Advertising Research 44 (1) : 31–45.

Publication type

Article in journal

Publication language

English

Keywords

advertisement | commercial language | communication | paradigm vs. syntagm

Place, Publisher

Cambridge University Press

Annotation

This paper deals with a paradigm shift in the field of advertising, coming from an offspring called Integrated Marketing Communications (IMC).