Northampton Electronic Collection of Theses and Research

Implementation of integrated marketing communications: whose responsibility is it?

Laurie, S. and Mortimer, K. (2013) Implementation of integrated marketing communications: whose responsibility is it? In: Marketing Relevance: Academy of Marketing Conference Proceedings. University of South Wales: Academy of Marketing.

Item Type: Conference Proceedings
Abstract: Although Integrated Marketing Communications (IMC) is now generally accepted as the most effective way to create brand communications programmes, there is evidence to indicate that many companies are not implementing it fully. Reasons put forward for this are a lack of understanding and/or influence at the strategic levels of an organisation. The purpose of this study is to establish whether agencies can assist clients in meeting these challenges. The research examines clients’ and practitioners’ views on whose responsibility it is to implement IMC. The results of an on-line survey are presented and interpreted by an advertising “expert” with extensive experience in the industry, in order to provide a relevant practitioner viewpoint on the issues. The results reveal that the majority of clients feel that it is their responsibility to implement IMC because it requires internal adjustments and is therefore outside the remit of the agency. The views of advertising agencies are more divided on the issue. There is a viewpoint that the initiative can come from agencies because they are better structured to work flexibly. The main challenge is the need to build trust between the client and between their agencies to create a flexible integrated team.
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.123 Communication in marketing
Creators: Laurie, Sally and Mortimer, Kathleen
Publisher: Academy of Marketing
Faculties, Divisions and Institutes: University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship
University Faculties, Divisions and Research Centres - OLD > Research Centre > China and Emerging Economies Centre
University Faculties, Divisions and Research Centres - OLD > Research Centre > Centre for Sustainable Business Practices
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date: 9 July 2013
Date Type: Publication
Title of Book: Marketing Relevance: Academy of Marketing Conference Proceedings
Event Title: Academy of Marketing Conference 2013: Marketing Relevance
Event Dates: 08-11July 2013
Place of Publication: University of South Wales
Event Location: University of South Wales, Cardiff
Event Type: Conference
Language: English
Media of Output: Online
Status: Published / Disseminated
Refereed: Yes
Related URLs:
URI: http://nectar.northampton.ac.uk/id/eprint/5961

Actions (login required)

Edit Item Edit Item