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 Research Centres > China and Emerging Economies Centre University Faculties, Divisions and Research Centres - OLD > Research Centre > Centre for Sustainable Business Practices Research Centres > 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 |
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