The evolution of integrated marketing communications (IMC) and client attitudes toward the concept and its use are studied among 500 persons in the advertising, public relations and marketing industries. The subjects are either communications or marketing managers and were given a questionnaire of 216 items on the functional definition of IMC, subjects' familiarity with the concept, and their attitude toward IMC. Overall, results show that IMC is perceived as valuable and that client awareness of the concept is growing. IMC is already integrated into the industry although its spread depends on the open acceptance of practitioners, especially as per integration of responsibilities and professional boundaries.
Source Citation (MLA 8 th Edition)
Duncan, Thomas R., and Stephen E. Everett. "Client perceptions of integrated marketing communications." Journal of Advertising Research, May-June 1993, p. 30+. Academic OneFile, Accessed 20 Oct. 2017.
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