Senior Honors Projects, 2010-2019
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Date of Graduation
Spring 2017
Document Type
Thesis
Degree Name
Bachelor of Business Administration (BBA)
Department
Department of Marketing
Advisor(s)
Theresa B. Clarke
Irvine Clarke III
Mert Tokman
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.
Recommended Citation
Zwerin, Amanda, "An analysis of original and emerging integrated marketing communication touchpoints among recent effie award winners" (2017). Senior Honors Projects, 2010-2019. 360.
https://commons.lib.jmu.edu/honors201019/360
