ABSTRACT
The 1990s may well become the decade of Integrated Marketing Communication (IMC) (Foster, 1990; Novelli, 1989–1990). As evidence, Public Relations Quarterly devoted an entire issue to IMC. The American Association of Advertising Agencies (AAAA) has established a task force to examine and initiate it. A number of major universities have created graduate programs that combine traditionally separate elements of the promotional mix, presaging an IMC mandate (Caywood & Ewing, 1991). It seems that both practitioners and academics alike are beating a path to the perceived future of marketing communication—IMC.
