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According to Vantamay (2011), there is positive impact of IMC on the organizational performance. Organizational performance can be checked through different dimensions; these dimensions are organizational infrastructure, interactivity, mission marketing, strategic consistency, and planning & evaluation. Sale-related, brand advantage and customer satisfaction performance appears to be related to all these dimensions. Development of IMC in organization should address these dimensions. For organization infrastructure, reinforce the cross-functional relationship in the organization. Interactivity should be increased by encouraging the process that connects the customer with the company and its brand. In mission marketing, mission statement should direct the value creation with the help of brand and product and transfer of value to all stakeholders. For strategic consistency, co-ordination of all messages and elements of market mix should be increased in the promotion of brands. For planning & evaluation strategic consideration should be emphasized in brand promotion to all key target audience.

Measuring the Effectiveness of IMC: 衡量效果：

Providing information, creating awareness, changing attitude, enforcing brand loyalty and building company image are the effective results of IMC (Potluri, 2008). 'Brand equity can be enhanced by pursuing a strategy that integrates the various marketing communications tools' (Vargas, 2005). Vantamay (2011) indicated the five factors to measure the effectiveness of IMC program; these factors are customer responses, market performance, brand exposures, communication effect and channel support. Customer response is mixture of 5 indicators; these indicators are brand loyalty, customer satisfaction, brand extension, brand referrals and brand preference. Marketing performance is composed of 5 indicators; these indicators are sales growth, market share growth, ability to command premium price, profitability and sales income. Brand Exposure is composed of 3 indicators; these indicators are personal contacts, mass media exposure and contact points exposure. Communication effects are composed of 4 indicators; brand Knowledge, brand attitude, brand awareness, and purchase intention. Channel Support is composed of 1 indicator: level of channel cooperation.

Barriers to IMC: 整合营销传播的障碍：

As IMC has more benefits for the Agency and Company, but it faces many barriers in developmental process. According to Moriarty (1994) cross-disciplinary managerial skills are considerable obstacles to IMC. Duncan and Everett (1993) described the egos (consider superior 'I' myself to others) and turf battles (competition to achieve a segment) as primary barrier to integration. Eagle and Kitchen (2000) recognized four group本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。