The topic “Broader Strategies for Cross-Channel Integration” clearly calls for two, equally important discussions: one sharing current perspectives on and approaches to Integrated Marketing Communications (IMC) and the other covering new insights about specific, often “nontraditional” communication channels, or what Calder and Malthouse might characterize more expansively as types of “contacts.” This issue of the Journal of Advertising Research (JAR) provides both.

This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with products or services, and contact points. The role of media in delivering messages is reconsidered and ways of measuring the engagement with a medium are discussed. Integrated marketing also addresses the relationship between brands and customized contact points.

The purpose of this research is twofold: (1) to examine the persuasive effects of a message that is presented either as advertising or publicity, and (2) to study whether sequencing (i.e., advertising-then-publicity or publicity-then-advertising) matters in integrated marketing. Specifically, this research tests (1) whether there is a difference between advertising and publicity on message acceptance and message response, and (2) whether the sequencing of publicity and advertising affects message processing. Four dependent variables are studied: message strength, perceived credibility, attitude toward the destination, and purchase intent. Results suggest that the sequence, publicity-then-advertising, is most effective at persuading potential customers to visit a tourist destination.

The number of companies sponsoring events has increased over the past decade. Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured. The study examines outcomes associated with an automobile manufacturer's sponsorship of a six-day charitable sporting event. Data for the study were collected from a sample of 565 spectators in five cities during the six-day event. Results provide evidence for inclusion of event marketing in the company's promotional mix and indicate that experience with the sponsor's products during the event may enhance event outcomes. The role of event marketing as a form of communication is discussed, and recommendations and directions for future research are suggested.

As a direct marketing tool, electronic Short Message Service (SMS) is likely to surpass internet-based advertising before the end of 2006. This article profiles heavy and light consumer acceptors of SMS direct advertising texts and SMS direct marketing prompts to watch TV programs. The article includes empirical findings of practitioner campaign evaluations of SMS-TV direct marketing campaigns in U.K. and U.S. markets. The results support the view that younger consumers higher in social class are the most willing to accept SMS direct advertising text and respond favorably to SMS-TV integrated marketing communications. The article closes with a call for true experiments to validate consumer acceptance and use of SMS-TV interactive, commercial, communications via split-run testing.

This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest that positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product. However, positive consumer endorsements and higher perceived credibility of consumer endorsements, rather than expert endorsements, enhance audiences' behavioral intents when audiences are already interested in the endorsed product.

A research study was conducted to explore how joint branding affects consumer perceptions. Employing Young & Rubicam's BrandAsset Valuator model and research tool, the study evaluated the joint branding potential of 10 target brands and 10 partner brands with 10 different partnership scenarios. The scenarios represented joint branding activities related to promotions, sponsorships, new-product extensions or licenses, and websites. In this experimental setting, the study findings suggested that brand alliances can help build brand equity, but only under certain conditions and in certain ways. Specifically, joint branding campaigns helped to increase a brand's perceived differentiation but also sometimes harmed perceived knowledge and esteem in the process. For our study, cause-related partnerships had the most uniformly positive joint branding program effects.

356 Managing Media and Advertising Change with Integrated Marketing BOBBY J. CALDER and EDWARD C. MALTHOUSE

362 Sequence Matters: A More Effective Way to Use Advertising and Publicity MARSHA D. LODA and BARBARA CARRICK COLEMAN

373 An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes JULIE Z. SNEATH, R. ZACHARY FINNEY, and ANGELINE GRACE CLOSE

382 Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials RANDOLPH J. TRAPPEY III and ARCH G. WOODSIDE

402 The Effects of Expert and Consumer Endorsements on Audience Response ALEX WANG

413 Brand Equity Implications of Joint Branding Programs ED LEBAR, PHIL BUEHLER, KEVIN LANE KELLER, MONIKA SAWICKA, ZEYNEP AKSEHIRLI, and KEITH RICHEY