Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Grabbing Consumers By The Ears: Exploring The Role Of Branded Podcasts In An Integrated Marketing Communications Strategy, Lilly Hamm
Honors Theses
Integrated Marketing Communication (IMC) is a framework for understanding how brands can meet consumer needs. Practitioners of IMC use an array of communication channels like marketing, advertising, sales, and public relations to build a consistent brand narrative, but they also recognize that strong marketing potential rests in the hands of the consumer. With the rapid advancement in new technology, IMC professionals are constantly looking for new ways to reach their targeted audience.
By 2016 and 2017, IMC practitioners began to notice the lack of ad clutter in the podcasting platform, leading them to flock to this channel to promote their …