About the Centre for Integrated Marketing Communications

The Centre for Integrated Marketing Communications is a resource and forum of academics that value up-to-date highly relevant research about consumer behavior and marketing topics.

The Centre houses academic leaders in the area of integrated marketing communications whose key focus is the promotional mix. Faculty includes the authors of the top IMC text in the field, as well as cutting edge researchers in the areas of non-traditional and interactive media, sales promotion, advertising, and "customer contact" measurement.



Prof Michael Belch will be visiting the University of Primorska, Slovenia in Spring 2018 to teach a class in IMC and work with PhD Students. 


"Advertising and Promotion – An Integrated Marketing Communications Perspective"
by George Belch, Ph.D. and Michael Belch, Ph.D.11th edition, 2018.

As the #1 text in the advertising market, this book enjoys over a 70% share of the U.S. Integrated Marketing Communications textbook market. With distribution to over 600 universities in the U.S. and internationally.


Honea, Heather, Iana A. Castro and Paula Peter (forthcoming), “Signals of Marketing Competency: A Practitioner Perspective,” Journal of Marketing Education.

Castro, Iana A., Joanna Calderon and Guadalupe X. Ayala (2017), “Who is influencing whom? Parent-child request interactions and product purchases in food retail environments,” Social Marketing Quarterly, 23(2), 155-168.

Loveland, James, Scott A. Thompson, Molan Kim, Russell Lacey and Iana A. Castro (2017), “Consumer Communities do Well, But Will They do Good? A Study of Participation in Distributed Computing Projects,” Journal of Interactive Marketing,37, 32-43.

Calderon, Joanna, Guadalupe X. Ayala, John P. Elder, George E. Belch, Iana A. Castro, Nadir Weibel, and Julie Pickrel (2017), “What happens when parents and children go grocery shopping? An observational study of Latinos in Southern California,” Health Education & Behavior, 44(1), 5-12.

Castro, Iana A., Christine B. Williams, Hala Madanat, Julie L. Pickrel, Hee-Jin Jun, Michelle Zive, Sheila Gahagan and Guadalupe X. Ayala (2016), “Food ordering for children in restaurants: Multiple sources of influence on decision making,”Public Health Nutrition, 19(13), 2404-2409.

Ayala, Guadalupe X., Iana A. Castro, Julie L. Pickrel, Christine B. Williams, Shih-Fan Lin, Hala Madanat, Hee-Jin Jun, and Michelle Zive (2016), “A restaurant-based intervention to promote sales of healthy children’s menu items: The Kids’ Choice Restaurant Program cluster randomized trial,” BMC Public Health, 16:250.

Castro, Iana A., Andrea C. Morales and Stephen M. Nowlis (2013), “The Influence of Disorganized Shelf Displays and Limited Product Quantity on Consumer Purchase,” Journal of Marketing, 77(4), 118-133.

Isaac, Mathew and Morgan Poor (2016). “The Sleeper Framing Effect: The Influence of Frame Valence on Online and Retrospective Consumption.” Journal of Consumer Psychology, 26(1), 53-65.

Coary, Sean and Morgan Poor (2016). “How Consumer-Generated Images of Food Can Shape Important Consumer Outcomes.” Journal of Consumer Marketing, 33(1), 1-8.

Minus, Randall K., Morgan Poor, Alan R. Dennis, and Valerie Bartelt (2016). “A prime a day keeps calories away: The effects of supraliminal priming on food consumption and the moderating role of gender and eating restraint.” Appetite, 105(October), 494-499.

Isaac, Mathew and Morgan Poor (2016). “When (Firsthand) Experience Matters Less Than You Expect: The Influence of Advertising on Repurchase Decisions.” Rutgers Business Review, 1(1) 102-106.

Elder, Ryan, Ann Schlosser, Morgan Poor, and Lidan Xu (2017). “So Close I Can Almost Sense It: The Impact of Differences in Sensory Imagery Distance on Consumer Attitudes and Intentions.” Forthcoming at the Journal of Consumer Research.

Wood, Stacy, Stephanie Robinson, and Morgan Poor (2017). “Green Goes Mainstream: Competitive Challenges When Mainstream Brands Introduce Environmentally Friendly Product Lines.” Forthcoming at the Journal of Advertising Research.

(2014). A Social Identity Perspective on Aspirational Advertising: Implicit Threats to Self-Esteem and Strategies to Overcome Them. Journal of Consumer Psychology, forthcoming, volume 25, issue 2

(2013). Promoting positive change: Advancing the food well-being paradigm. Journal of Business Research, Vol. 66, 8: 1211-1218

(2013). The Role of the Emotional Intelligence as a Moderator of the Effectiveness of Advertising Disclaimers on Digitally Enhanced Images. Proceeding of the Association for Consumer Research, Chicago

(2013). Emotional Intelligence Applied to the Freshmen Learning Community. Proceeding of the 4th International Congress on Emotional Intelligence, New York

(2013). Exploring the Role of Emotional Intelligence on the Effectiveness of Advertising Disclaimers on Digitally Enhanced Images. Proceeding of the 4th International Congress on Emotional Intelligence, New York

Peter, Paula C. advisor of (Spring 2013). Exploring the Effectiveness of Advertising Disclaimers on Digitally Enhanced Images. Student Research Symposium. 2013 CBA Dean's Award winner

(2012). Targeting Social Messages with Emotions of Change: The Call for Optimism. Journal of Public Policy and Marketing, Vol. 31, 2: 269-283

(2012). Learning Emotional Intelligence: An Exploratory Study in the Domain of Health. Journal of Applied Social Psychology, 42: 1394-1414

(2011). The Quest for Eating Right: Advancing Food Well-being. Journal of Research for Consumers, 19

(2011). Transforming Consumer Health. Journal of Public Policy and Marketing, 30, 1: 14-22

(2010). Retail kiosks: How regret and variety influence consumption. International Journal of Retail & Distribution Management, 38, 3: 173-189

(2010). Emotional Intelligence and Advertising. Wiley International Encyclopedia of Marketing

(2009). Integrating the Unified Theory and Stages of Change to Create Targeted Health Messages. Journal of Applied Social Psychology, 39, 2: 449-471

(2009). Emotional Intelligence and Health: An empirical investigation of the role of emotional intelligence in the adoption and maintenance of a healthy diet/weight. VDM Verlag, Germany

(Copyright © 2005 e.Republic, Inc.). Globalization: A New Urgency for Building Digital Communities.

. Evaluating the Effectiveness of Elements of Integrated Marketing Communications: A Review of Research.

. Brand Name Placement and Advertising Effectiveness: Don't Wait to Identify the Brand. Journal of Advertising, 33, 3: 77-85

. Registering the Brand Name in Memory Increases the Retention of Brand Information. Psychology and Marketing: 150-161

(2005). A Managerial Investigation into the Product Placement Industry. Journal of Advertising Research

. Touched by an Angel: Understanding The Los Angelization of Marketing Practice in the Product Placement Industry. Working paper

(1998). Toward a Framework of Product Placement. In Joseph W. Alba and J. Wesley Hutchinson (ed.), Advances in Consumer Research, XXV: 357-362

(1993). The Relevance-Accessibility Model of Advertising Effectiveness. In Andrew A. Mitchell (ed.), Advertising Exposure, Memory and Choice, Hillsdale, NJ: Lawrence Erlbaum: 49-88

. The Relevance-Accessibility Model of Advertising Effectiveness (1988). In Sid Hecker and Dave W. Stewart (ed.), Nonverbal Communication in Advertising, MA: Lexington Books: 59-84

Additional Articles:

(July 2004). Channeling the Future. Business Week: 70

(July 12, 2004). The Vanishing Mass Market. Business Week: 61-72

(Apr 2003). Integrating Communication Skills Into the Marketing Curriculum: A Case Study. Journal of Marketing Education, Boulder, 25, 1: 57-71

(Aug 2003). Media Neutral Planning and Evaluation: The Chicken and the Egg of Integrated Communication. International Journal of Nonprofit and Voluntary Sector Marketing, London, 8, 3: 202

(March 2004). Understanding the Diffusion of Integrated Marketing Communications. Journal of Advertising Research: 31-45

(March 2004). IMC as Theory and as a Poststructural Set of Practices and Discourses; A Continuously Evolving Paradigm Shift. Journal of Advertising Research: 66-70

(March 2004). IMC's Fuzzy Picture: Breakthrough or Breakdown?. Journal of Advertising Research: 1-2

(March 2004). The Emergence of IMC: A Theoretical Perspective. Journal of Advertising Research: 19-30

(March 2004). The Role of Transactional Versus Relational Data in IMC Programs: Bringing Customer Data Together. Journal of Advertising Research: 3-18

(March 2004). Perceptions of IMC After a Decade of Development: Who’s at the Wheel, and How Can We Measure Success?. Journal of Advertising Research: 46-65

Useful Links


Seeing Stars – How Celebrities are Used in Magazine Advertising

Think celebrities are overused in the world of print advertising?

Then you'd be surprised to know that recent research done at San Diego State University (SDSU) indicates that only about 10 percent of magazine advertising incorporates the use of a celebrity. (Read more…)