Using Means-End Analysis to Test Integrated Marketing Communications Effects

Abstract

This article describes a study testing key aspects of the Integrated Marketing Communications (IMC) concept, employing means-end analytical techniques. Although the hypothesized effects were not observed, the study is timely and ground-breaking because it contributes a new empirical approach to the IMC body of literature. It may also serve as a catalyst for additional research in the field.

KEYWORDS:

• integrated marketing communications (IMC)
• laddering
• means-end analysis
• promotion