Perceptions of integrated marketing communications among marketers & ad agency executives in New Zealand

Abstract

From the early 1990s, marketing literature began to feature a number of articles suggesting that integrated marketing communications (IMC) would have a major impact on advertising as we know it, and on client—advertising agency relationships. A counter-view appeared at that time in the literature suggesting that IMC was nothing more than co-ordinated promotion and that many companies had been doing ‘it’ for some considerable time. More recent articles have lamented that the concept has not been embraced by marketing communications specialists and that implementation has proven difficult. A common definition of IMC—and how it differs from traditional advertising, both in philosophy and in implementation—has not evolved despite considerable academic discussion on the subject. This paper reviews the most comprehensive definitions of IMC and the competing paradigms—‘new’ versus ‘nothing new’—and summarises the results of a recent two-part study that compares the perceptions of clients with those of senior ad agency personnel in New Zealand regarding how and in what ways IMC is developing there.

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