Extending synergy model in the IMC environment to n-communication channels

Jana Suklan*, Vesna Žabkar, Nadja Damij

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


The presence of synergy represents a key feature in planning marketing activities using integrating marketing communication approach. By combining different multimedia activities, companies are able to benefit from synergy between integrated communication channels. In the presence of synergy, optimal media budget allocation, optimal media mix and advertising carry-over effects differ. The extension of a marketing-mix model provides an insight into how different components of the model interact and elucidate the causes of main and side effects resulting in instant sales and brand awareness over time. In order to understand relationships between different components of the integrated marketing communications model, indicators for four communication channels were integrated into the model. Along with four communication channels an empirical tool for evaluating marketing effectiveness in decision-making processes was developed. Such a tool is very important, since the multichannel marketing environment presents a challenge for marketers and a major source of financial input for companies.

Original languageEnglish
Title of host publicationTowards Solving the Social Science Challenges with Computing Methods
EditorsBiljana Mileva Boshkoska
Place of PublicationFrankfurt am Main, Berlin, Bern, Bruxelles, New York, Oxford, Wien,
PublisherPeter Lang
Number of pages12
ISBN (Electronic)9783653052497
ISBN (Print)9783631660188
Publication statusPublished - 31 May 2015
Externally publishedYes


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