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| Author: | Kallmeyer, J. Abratt, R. |
| Title: | Perceptions of IMC and organisational change among agencies in South Africa |
| Journal: | International Journal of Advertising
2001 : VOL. 20:3, p. 361-380 |
| Index terms: | Marketing research Advertising research Emerging markets South Africa |
| Language: | eng |
| Abstract: | This paper reports on the development of Integrated Marketing Communications in an emerging market, South Africa. It also deals with the organisation of advertising agencies in an IMC environment. The study consists of in-depth interviews of 20 senior advertising agency executives. The results indicate that most agencies are developing their IMC strategies and that it is growing in importance in South Africa. |
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