Perceptions of Integrated Marketing Communications: a Chinese ad and PR agency perspective

Abstract

This paper reports a survey about diffusion of the concept of Integrated Marketing Communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a market economy, and from what was a closed policy to an open-door policy. The survey was conducted among 60 advertising agencies and 23 public relations agencies in Beijing to explore perceptions of IMC, to examine how agencies coordinate and evaluate IMC, and to identify any barriers that have hindered or will possibly impede progress in developing IMC of the Chinese market.This exploratory study concludes that the concept of IMC has been accepted by most advertising and public relations practitioners, at least in Beijing, although the concept of IMC has diffused more widely in China. Agency respondents view IMC as a strategic business process and as an opportunity to coordinate the various communication disciplines. The majority of respondents believe that it is necessary to promote IMC in China and it seems to be viable under the current market economic context. However, many respondents also agree that it may take a long time for the concept to be widely practiced in local companies. Analysis of the survey’s open-ended questions reveals a number of perceived barriers to the further development of IMC in the Chinese market. Finally, implications for the practice and theory of IMC are provided.

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