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| Author: | Eagle, L. Kitchen, P.J. Bulmer, S. |
| Title: | Insights into interpreting integrated marketing communications; A two-nation qualitative comparison |
| Journal: | European Journal of Marketing
2007 : VOL. 41:7/8, p. 956-970 |
| Index terms: | marketing communication advertising agencies United Kingdom New Zealand Asia |
| Language: | eng |
| Abstract: | This study aims at exploring the theoretical and practical applicability of integrated marketing communications (IMC). Based on survey methodology to assess the views of advertising agency members of the Institute of Advertising Practitioners (UK) and the Communications Agencies Association of New Zealand (CAANZ), it is found among others that practitioners (henceforth as: practs.) appear to be constructing and applying situation-specific IMC concepts. Nonetheless, a search for a single empirically testable theory of IMC ignores evidence that practs. are committed to IMC concepts while at the same time resisting the development of "rigid rules" etc. |
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