... the new brand, but the QR code on the packaging was largely ignored. Originality/value The study uniquely combines three stages of the customer journey with multimodal data, highlighting the role of integrated marketing communication (IMC) strategies. It demonstrates how advertising primes attention...

.... In many ways, Spanning Silos is reminiscent and an extension of the concept of integrated marketing communications (IMC) introduced over three decades ago, which is designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant...