Senior Honors Projects, 2010-current

Preferred Name - First Author

Zwerin, Amanda

Date of Award

Spring 2017

Document Type

Thesis

Degree Name

Bachelor of Business Administration (BBA)

Department

Department of Marketing

Advisor(s)

Theresa B. Clarke, PhD.

Abstract

This study presents a brief overview of Integrated Marketing Communications (IMC) research, including effectiveness, and a discussion of the advertising competition landscape with a focus on the Effie Awards. We extend findings from the Quesenberry et al. (2012) study by investigating IMC touchpoint data within award-winning Effie campaigns from 2011-2016. Data was collected from the Effie database and then analyzed to explore how touchpoints have evolved. Results indicate that there are several new categories of touchpoints used in recent campaigns. We refer to these categories as Emerging Touchpoint Categories as a comparison against Quesenberry et al.’s category findings, hereafter referred to as Original Touchpoint Categories. In addition, the study also found that, on average, the mean number of touchpoints used in award winning campaigns is increasing. Researchers are encouraged to continue studying IMC touchpoint trends as this appears to be a rapidly changing area of award winning campaigns as one measure of advertising effectiveness.

Available for download on Wednesday, April 10, 2019

Included in

Marketing Commons

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