Communication and Rhetorical Studies
McAnulty College and Graduate School of Liberal Arts
Kathleen Glenister Roberts
Calvin L. Troup
Janie Harden Fritz
Discourse, Gerard Hauser, Integrated Marketing Communication (IMC), Public spheres, Reticulate public spheres, Vernacular voices
Integrated Marketing Communication (IMC), or the unification of advertising, public relations (PR) and marketing functions, is a widely utilized method for publicizing and promoting products and services in today's market. Although IMC has moved to the forefront by replacing traditional marketing methods, it remains unclear as to how it can be utilized to reengage public spheres and revive the reputations of marketing functions as a whole. This project applies Gerard Hauser's theory of reticulate public spheres to IMC in order to encourage discourse between marketing professionals and consumers. Hauser's model depends on members of insider and outsider communities to enhance their publicness by creating and maintaining constructive, inclusionary, and invitational discourses. Discourse-based IMC models can generate improved relationships between marketing professionals and consumers by restoring trust and credibility for marketing functions through the use of authentic discourses that emerge from interaction.
Selker, S. (2011). Enhancing Publicity and Promotion: Applying Gerard Hauser's Theory of Reticulate Public Spheres to Encourage Discourse for Integrated Marketing Communication (IMC) (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/1168