摘要：Consistency in messages that a brand communicates among multiple communication tools is the main criterion when developing an integrated marketing communication campaign. However, at to date no study has developed a methodology that serves as a basis for design consistent messages. The present study presents an experimental methodology and explains how to manipulate the level of consistency in the messages sent through two different communication tools (advertising and sponsorship). Furthermore it provides empirical evidences along the process to better illustrate the decisions made in each phase of that process.
其他摘要：Consistency in messages that a brand communicates among multiple communication tools is the main criterion when developing an integrated marketing communication campaign. However, at to date no study has developed a methodology that serves as a basis for design consistent messages. The present study presents an experimental methodology and explains how to manipulate the level of consistency in the messages sent through two different communication tools (advertising and sponsorship). Furthermore it provides empirical evidences along the process to better illustrate the decisions made in each phase of that process.
