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

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  • SWAIN, WILLIAM N.

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.

Suggested Citation

  • Swain, William N., 2004. "Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 46-65, March.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:46-65_04
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    Cited by:

    1. Taeyoung Cho & Taesoo Cho & Hao Zhang, 2021. "The Effect of IMC of Golf Product Exhibitions on Customer Behavior and Recommendation Intention," Tourism and Hospitality, MDPI, vol. 2(3), pages 1-14, July.
    2. Bruhn, Manfred & Batt, Verena, 2011. "Agenturen und Integrierte Kommunikation," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 65(3), pages 215-237.
    3. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    4. Nina Hočevar & Vesna Žabkar & Damijan Mumel, 2007. "Effects of top management involvement in integrated marketing communications," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 19(2), pages 159-171.
    5. Nelcy Rocío Escobar Moreno, 2012. "Las comunicaciones integradas de marketing (CIM) como pilar de la estrategia de marketing verde y sus implicaciones en la gestión ambiental," Revista Facultad de Ciencias Económicas, Universidad Militar Nueva Granada, December.
    6. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.

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