Integrated Marketing Communication

Powerful Essays
IMC, brand communications, and corporate cultures Client/advertising agency co-ordination and cohesion
Lynne Eagle, Philip J. Kitchen. European Journal of Marketing. Bradford: 2000. Vol. 34, Iss. 5/6; pg. 667
Abstract (Summary)
The concept of integrated marketing communication (IMC) has received considerable coverage in the literature, but even its most ardent supporters have noted problems in translating the concept into reality. Reports on an extensive two-phase study of the New Zealand advertising and marketing industry, undertaken as part of an international series of studies of IMC implementation and usage, which was conducted over the 1997-1998 period. The findings of the first phase, conducted in mid-1997, reveal a strong commitment to the integration of marketing communications (marcoms) by both marketers and advertising agencies. The study also revealed substantive differences in perception between these two groups as to how integrated marcom processes should be managed and/or outcomes evaluated. The second phase of the study was conducted in mid-1998. It focuses on an analysis of the extent to which leading organizations have implemented IMC. It also identifies and evaluates barriers and obstacles that have impeded progress in developing and implementing IMC programs, and reviews ways in which such problems have been tackled.
Introduction
This paper explores the concept of integrated marketing communication (IMC) in terms of its value to marketers and the advertising agencies who service their needs, and examines the extent to which leading organizations from these two industry sectors have implemented IMC. It reviews how and in what ways firms have implemented IMC programmes and analyses barriers and obstacles that have (potentially) impeded progress in developing and implementing IMC. The definition of IMC used by the American Association of Advertising Agencies was used as a foundation for the empirical analysis, i.e.:"... a concept of marketing



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