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

Wondwesen Tafesse, Tor Korneliussen

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)215-227
Number of pages13
JournalJournal of Marketing Communications
Volume19
Issue number3
DOIs
Publication statusPublished - 2013
Externally publishedYes

Keywords

  • integrated marketing communications
  • market campaign
  • marketing performance
  • media multiplicity

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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