Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?

William N. Swain

Journal of Advertising Research, 2004, vol. 44, issue 01, pages 46-65

Abstract: The literature on integrated marketing communication (IMC) in the decade since its introduction offers evidence that debates over the definition, acceptance, leadership, and measurement of IMC remain unresolved. A survey was conducted to investigate leadership preferences and perceptions of appropriate methods of measurement and agency compensation in planning and implementing IMC. The survey was conducted by internet among samples of six professional groups with ties to marketing communication: advertising agency executives, public relations agency executives, corporate marketing executives, corporate public relations executives, advertising and marketing academics, and public relations academics. The survey revealed some clustering of leadership preferences but little movement toward marketing communication measurement and agency compensation methods consistent with models of IMC as a developing paradigm.

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