Tiga Dekade Perkembangan Integrated Marketing Communications (IMC): Sebuah Literatur Review

Abstract

Abstrak Sejak kelahirannya, tiga dekade yang lalu hingga hari ini, IMC (Integrated Marketing Communications) telah menjadi perhatian para akademisi dan praktisi di seluruh dunia. Sebagai kajian yang relatif baru, penting untuk meninjau perkembangan IMC yang ditelusuri dari berbagai tulisan yang diterbitkan di jurnal-jurnal internasional terindeks sebagai bentuk manifestasi perkembangannya. Guna melihat perkembangan IMC selama tiga dekade ini dapat didasarkan pada tiga aspek, yaitu theoretical building, topik penelitian dan pengimplementasian IMC. Tujuannya untuk: (1) Melihat sejauhmana perkembangan IMC jika dilihat dari ketiga aspek tersebut dengan membandingkan deskripsi perkembangan sebelum tahun 2005? (2) Aspek apa yang berkembang paling signifikan sehingga beda dengan gambaran perkembangan IMC sebelum tahun 2008? Tahun 2005 dan 2008 dijadikan patokan karena pada saat itu riset perkembangan IMC secara teoretis (2005) dan topik-topik penelitian serta implementasinya (2008) telah dipublikasikan. Dengan menggunakan kajian literatur, penelitian ini menyimpulkan bahwa IMC terus berkembang secara teoretis, namun demikian tidak meninggalkan gagasan dasar yang telah dibangun pada tahun 2005. Hingga kini, teorisasi IMC semakin memertajam bangunan kontruksnya dan lebih bersifat multi-disipliner. Kata Kunci: Perkembangan IMC, Teorisasi IMC, Topik penelitian, Implementasi IMC Abstract Since its inception, three decades ago until today, IMC (Integrated Marketing Communications) has become attention of academics and practitioners around the world. As a relatively new concept, it is important to review the development of IMC which is traced from various papers published in international journals indexed as a manifestation of its development. To identify the development of IMC over the past three decades, it can be based on three aspects, namely theoretical building, research topics, and IMC implementation. Aim of this article is to: (1) Describe IMC development that is viewed from three aspects by comparing before 2005? (2) What aspect is developed most significantly so that it is different from the description of IMC development before 2008? Year 2005 and 2008 were used as benchmarks because at that time research on development of IMC theoretical (2005), research topics, and its implementation (2008) had been published. Using literature review, this research concludes that the IMC continues to develop theoretically, but did not abandon the basic ideas that had been built in 2005. Hitherto, theorization of IMC has sharpened in its construct and become more multi-disciplinary in nature. Keywords: IMC development, IMC theorization, research topics, IMC implementation,

Understanding 30 Years of Integrated Marketing Communication (IMC) in the 2019 Indonesian Journal

“…In 2004, the concept of the second generation of IMC emerged, where IMC had become integrated with business (Schultz & Schultz, 2004;Schultz & Kitchen, 2000;Estaswara, 2018). At this level, IMC was not only integrated into communication messages, but these messages had to be about the brand, hence IMC was also referred to as brand communication (Kliatchko, 2005(Kliatchko, , 2008.…”