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Running head: INTEGRATED MARKETING COMMUNICATION
Critical Analysis of Integrated Marketing Communication And Its
Impact on Consumer Behavior
Course Number-Name of Course
INTEGRATED MARKETING COMMUNICATION
Oana, Duralia (2018). Integrated Marketing Communication and its Impact on Consumer
Behavior. Lucian Blaga University of Sibui, Romania.
DOI: DOI 10.2478/sbe-2018-0022
In this article, “Integrated Marketing Communication and Its Impact on Consumer
Behavior,” Duralia Oana narrows down the various components of Integrated Marketing
Communication (IMC) and how they can be outlined, coordinated and integrated into a seamless
plan that influences the behavior of consumers towards products and services. The writer also
provides research-based findings showing how much people trust messages encountered across
media platforms to underline the importance of effective IMC. The purpose of this paper is to
analyze how Duralia`s article expounds integrated marketing communication and its impact on
Relationship to the course
The article largely relates to the course content. Oana (pg. 3) writes that consumers come
to contact wi...