Integrated Marketing Communication (IMC) is an evolutionary theory which combines the essences of advertising (AD), public relations (PR), direct marketing (DM), sales promotion (SP) and personal selling (PS) since 1990s. The goal of this research is to find out how IMC with the attributes of “one-voice, two-way communication, umbrella of all marketing mix” works on the brand image of competitive laptops brand industry. This research aims to find out (1) how to integrate all the marketing mix to achieve synergy and (2) the relationship between IMC implementation performance and brand image and (3) how IMC marketing mix affect brand image performance through IMC output control and (4) if IMC marketing mix directly affect brand image throughout IMC output control.
This research adopts convenience sampling and collects 236 questionnaires. The sampling objectives are the public who accept any kind of communication from the brand company of laptops/notebooks. Finally 224 samples are sufficiently used for data analysis, yielding a response rate of 83.92 %. This research uses AMOS 5.0 software and SPSS 10.0 for Windows as the statistical analysis tools. Following are the statistical data analysis methods: descriptive statistical analysis, reliability analysis, validity analysis, ANOVA test, confirmatory factor analysis (CFA) and Structural Model Analysis to assess the proposed measurement model in a Structural Equation Model (SEM).
After data analysis we can conclude the following points. First, IMC marketing mix significantly affects IMC output control. Second, IMC output control significantly affects brand image. Third, the hypothesis “IMC marketing mix will significantly affect brand image” is not supported. After research hypotheses analysis, it obviously proves that “output control” is the mediator between IMC marketing mix and brand image. This result means that IMC marketing mix affects IMC output control, and then affects brand image finally. Directly from IMC marketing mix to brand image does not work. It shows the importance of IMC impact and synergy. The creation of impact and synergy is the summed up effects and combined messages of integrated IMC marketing mix. Target audiences receive consistent messages through IMC marketing mix, and then form invisible ideas gradually in their mind. When these ideas becoming a concept, IMC output control – even we call it impact or synergy- which was stated by Duncan (1999) is achieved. Finally, target audiences feel the functional, symbolic and experimental brand image.

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