The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a non‐integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign.
The study uses the experimental methodology in order to compare two conditions (integrated campaign versus a non‐integrated campaign).
The results of this study show that a strategic consistency‐based integration has more positive effects on information processing, attitude and recall of the communication campaign compared to the non‐integration strategy.
This paper offers empirical evidence that might be useful for advertisers about the increased effectiveness of a strategic consistency‐based integration campaign. Research limitations in this paper provide avenues for future studies in order to validate the effectiveness of this strategic consistency‐based integration in others contexts.
The originality of this research resides in testing the synergistic effects of an IMC strategy by a new experimental methodology to operationalizing the strategic consistency in the message communicated between the two communication tools.
