Defense Date
3-27-2026
Graduation Date
Spring 5-8-2026
Availability
Immediate Access
Submission Type
dissertation
Degree Name
PhD
Department
Communication and Rhetorical Studies
School
McAnulty College and Graduate School of Liberal Arts
Committee Chair
Garnet C. Butchart
Committee Member
Sarah M. DeIuliis
Committee Member
Janie M. Harden Fritz
Keywords
IMC, marketing, communication, consumer behavior, AI, attention, strategic narrative, advertising, persuasion, neuromarketing
Abstract
As a seasoned marketing professional, I’ve seen marketing trends and gimmicks come and go, but more critically, I’ve seen consumers shift their behavior in significant ways. The guiding research question for this project asks: With the constantly evolving marketing and consumer landscape and regular use of AI agents like ChatGPT or Google Gemini, how can marketing and communication professionals remain relevant? In short, the answer to this question is that integrated marketing communication (IMC) practitioners must adapt to ongoing consumer behavior changes brought on by technology advancements while leveraging a combination of traditional persuasive techniques, a variety of modern marketing methods, and thoughtful ethical practices to engage audiences effectively. I detail modern marketing practices and challenges, with an emphasis on digital distraction and advancing AI. Areas of interest examined throughout this research include: the persuasive abilities of AI, changes in consumer online search behavior, consumer acceptance of AI recommendations and chatbots, the importance of an AI/human collaborative approach, rhetorical principles as foundations of persuasion, advertising methods and media consumption, meaning-making through storytelling and narrative, word-of-mouth influence and public opinion, relationship-building connected to IMC, and neuromarketing.
It is essential to consider traditional communication theory, modern marketing tactics, an IMC audience-centric approach, human psychology, technology and media consumption habits, the influence of brand appearance and design, data analysis, and ethical implications to create an effective integrated marketing communication strategy. The comprehensive approach presented in this project is more concerned with creating a lasting impact on consumers than short-lived results.
Language
English
Recommended Citation
Wisnesck, M. M. (2026). Developing an Effective Integrated Marketing Communication Game Plan for Today’s Consumers: Examining Marketing Methods That Work and How to Make the Proper Strategy Adjustments to Remain Relevant in the Future (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/2437