South African marketing and communication agencies’ understanding of integrated communication (IC) : a true reflection of the concept?

Abstract

After almost 20 years of existence an \nagreement on the definition and scope of \nintegrated communication (IC) has not been \nreached, and furthermore, the concept of IC \nis still seen as difficult to implement. The \nauthors argue that in the stakeholder-centric \ntwenty-first century, integrated \ncommunication (IC) is the evolved offspring \nof integrated marketing communication \n(IMC), the no longer valid customer focus of \nthe twentieth century. For this reason, \ndefinitions and assumptions of integrated \ncommunication were subjected to critical \nscrutiny and divided into four eras of \nevolution to arrive at a clear understanding \nof integrated communication (IC) as a \nconcept. Qualitative in-depth interviews were \nconducted with the top 10 marketing and \ncommunication agencies in South Africa to \ndetermine their understanding of the concept \nof IC; to assess if IC principles are \nimplemented in the South African \nmarketplace; and if not, what the barriers \npreventing them from doing so are.

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