A critical discussion of the concept of Integrated Marketing Communications (IMC) from an advertising strategy and planning perspective.

Order Description
Discussion title:

‘Ideas about integrated marketing communications first appeared in the early 1990s with Shultz, Tannenbaum and Lauterborn (1993) as early commentators and advocates.
Since then the concept has evolved with the majority of academics and practitioners in agreement about its conceptual validity. There have been some sceptics but the
integration bandwagon has moved forward with spirit and belief. However, questions have arisen about whether integrated communications are a valid concept’ (Fill,
2013).

Critically discuss the above statement on the subject of IMC in relation to the advertising strategy and planning function in the UK.