Learn · every claim sourced
Plain-language foundations, primers and guides on integrated marketing communications, with a source for every claim. New here? Begin with the short reads below.
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The standardisation debate from Levitt's 1983 essay to the research since, a procedure for deciding element by element what stays global, when to translate and when to transcreate, and how to use culture frameworks such as Hofstede's without over-reading them.
Brand effects build slowly and show in sales late, so they need their own measures. This piece covers tracking studies built on mental availability, brand lift studies for single campaigns, share of search as a cheap leading indicator, and how to connect all three to sales.
How to link marketing to financial outcomes in terms a finance director will accept: what the IPA's effectiveness research says, the difference between ROI, ROMI and profit, how brands are valued as assets, how to hold budget and scenario conversations, and how to present measurement honestly, with ranges and confidence.
Internal communication keeps the people who deliver the brand informed, involved and able to speak for it. It belongs in IMC because customers meet the brand through employees, and it runs on leaders, line managers and a few well-run channels more than on any single tool.