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A Study of the History and Use of Integrated Marketing Communications within Publications Today Shawn Benkahla Integrated Marketing Communications is a relatively new concept which combines both aspects of public relations and advertising to create a more effective and cost efficient method to maintain public awareness and support. The concept of this study is to determine the effectiveness of integrated marketing communications within businesses today. To do the researcher used the means of content analysis in ten different publications through a fifteen year span. The ten publications consisted of four public relations, four advertising and two marketing printings.

A study of the history and use of integrated marketing communications within publications from 1991--2005