present such benefits as being psychosocial, including reduced conflict and decreased transaction costs across functions. Additional means of cost savings relate to organizational infrastructure, in which cooperation among an organization's departments avoids un-necessary duplication of communication strategies, thereby improving operational efficiency and message consistency (Hartley and Pickton 1999; Linton and Morley 1995). From the perspective of individual campaigns, it could be expected that firms that have successfully implemented IMC would show improvement in the outcomes from individual campaigns.