Summary of the IMC Article [Elegant (VI)]


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Summary of the article "Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study"
It is taken from September-October 1997 Journal of Advertising Research...

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Summary of the IMC Article [Elegant (VI)]

  1. 1. .Summary of theArticle“Integrated Marketing Communications in U.S.Advertising Agencies: An Exploratory Study” “Elegant (VI)”
  2. 2. Assignment On Integrated Marketing Communications Course: 522 Topic: Summary of the Article “Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study”Prepared for:Dr. A. B. M. Shahidul IslamProfessorDepartment of MarketingFaculty of Business of StudiesUniversity of Dhaka Prepared by: “Elegant (VI)” Section: A Department of Marketing Batch: 14th (MBA) University of Dhaka Date of Submission: 20th April, 2013 eng.
  3. 3. Group Profile: “Elegant (VI)” No. Name Roll Designation 1 Anjuman Ara 215 Member 2 Md. Abdur Rakib 375 Member 3 Chowdhury Omor Faruque 377 Leader 4 Md. Al Amin 419 Member 5 Rumana 427 Member 6 Md. Moben Ahmed 526 Member
  4. 4. Summary of the Article “Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study”Methodology:The study was based upon the “construct explication” approach. IMC was defined, bothconceptually and operationally, and “real world” measurements were then developedthrough a series of scaled questions. The conceptual definition of IMC used in thisresearch was:“IMC is a concept of marketing communications planning that recognizes the addedvalue of a comprehensive plan that evaluates the strategic roles of a variety ofcommunications disciplines (for example, general advertising, direct response, salespromotion, and public relations) and combines these disciplines to provide clarity,consistency, and maximum communications impact”The research instrument was an 89- item, self-administered questionnaire (estimatedcompletion time-30 minutes). Questions were organized into three major topic areas,each related to the three objectives: (1) reaction to the definition; (2) personal andorganizational demographics; (3) agreement or otherwise with contingent statementsusing a 10-point Likert Scale (l-strongly disagree to l-strongly agree). The remainders ofthe questions were categorical, descriptive, or open-ended.Objective of the Study:The research explored three related objectives:1. To deepen understanding of how and in what areas the IMC concept is developing in the United States2. To examine the extent to which a group of major U.S. advertising agency executives are developing, practicing, or utilizing IMC on behalf of their clients
  5. 5. 3. To understand the importance and value of traditional advertising agencies in a marketplace where IMC is apparently becoming more importantDefinition of IMC:Given its history, much of the IMC literature and learning has focused on the explanationof IMC in the marketplace, i.e., what it is, how it operates in the communications arena,etc., rather than on theory building or understanding of the basic principles. These pointsmust be kept in mind, for while the literature is sparse at this point, it is apparentlygrowing rather rapidly.Preview of the Findings:This paper reviews the development of the concept of Integrated MarketingCommunications (IMC) in terms of its theoretical foundations through an exploratorystudy of IMC within a judgment sample of U.S. advertising agencies (total estimatedbillings $20.4 billion). The paper considers the arguments advanced from both academicand practitioner sides in relation to what IMC is and whether it offers significant value toadvertising agencies and their clients in the rapidly changing communications marketspace leading toward the next millennium.From Environmental Scenario to Arguments Arisen Regarding IMC:The first, in favor of integration, centers on rapidly diffusing information technologieswhich are impacting the marketplace, consumers, media, and distribution of products &services. The second argument against IMC challenges the approaches as being nothingmore than traditional marketing and advertising dressed up in new clothes and given anew title. Such an argument suggests that integration is nothing new, that it revolvesaround an academic argument, and has few real managerial implications.
  6. 6. Major Area of Findings: 1. Who responded? 2. Amount of time devoted to client IMC programs 3. How agencies are compensated for IMC? 4. IMC impact on budgets 5. Are there barriers to IMC implementation? 6. Reactions of IMC Definition 7. Perceived Barriers to IMC Programs 8. IMC and Measurement. 9. Internal Beliefs and Considerations about IMC 10. Perceived Interaction among Different Communication Agencies 11. IMC measurement Issues 12. Marketing Communication CriteriaReferences:  September-October 1997, Journal of Advertising Research “Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study”  Integrated Advertising, Promotion, and Marketing Communications, 4th Edition, Kenneth E. Clow & Donald Baack.