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Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?

Published online by Cambridge University Press:  12 May 2004

WILLIAM N. SWAIN
WILLIAM N. SWAIN
Affiliation:
University of Louisiana at Lafayette swain@louisiana.edu
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Abstract

The literature on integrated marketing communication (IMC) in the decade since its introduction offers evidence that debates over the definition, acceptance, leadership, and measurement of IMC remain unresolved. A survey was conducted to investigate leadership preferences and perceptions of appropriate methods of measurement and agency compensation in planning and implementing IMC. The survey was conducted by internet among samples of six professional groups with ties to marketing communication: advertising agency executives, public relations agency executives, corporate marketing executives, corporate public relations executives, advertising and marketing academics, and public relations academics. The survey revealed some clustering of leadership preferences but little movement toward marketing communication measurement and agency compensation methods consistent with models of IMC as a developing paradigm.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 1 , March 2004 , pp. 46 - 65
Copyright
© Copyright © 1960-2004, The ARF

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References

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