AGENCY AND CLIENT PRACTITIONERS’ PERCEPTIONS AND PRACTICES OF IMC

Agency practitioners from PR agencies, advertising agencies, and other communication agencies and client practitioners from private and public organizations were surveyed regarding their perceptions and practices of integrated marketing communications (IMC). As a result of this study, agency practitioners evaluated PR and client practitioners evaluated advertising as the most important tool in the IMC development stage. Among Nowak and Phelps’ definitions of IMC, ‘the one voice concept’ was seen as the most appropriate definition of IMC by them. ‘Cost saving’ was considered as the least important benefit and ‘high cost’ as the least important barrier of an IMC program.

Keywords:

Integrated marketing communications (IMC), advantages of integration, barriers for implementation changes in the marketplace, Nowak and Phelps’ identification,

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