October 2015

A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies

This conceptual paper proposes that communication strategies should be aligned to the IMC message typology in its entirety. In order to shed light on the role of IMC in the development of communication strategies a literature review was conducted. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages...

Author(s): Mudzanani, Takalani