Reflections Integrated Marketing Communications in Turkey- AStudy Towards The Advertising And Public relations Agencies

Mine Oyman and Ozgul Inam ()
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Ozgul Inam: Anadolu University

Anadolu University Journal of Social Sciences, 2007, vol. 7, issue 1, 53-78

Abstract: During last years, the concept of integrated marketing communications (IMC) and it’s elements are being discussed as it has been discussed whole around the world among the communication practitioners and academicians. In the related literature about the IMC, subjects like, the differences between the cross-cultural applications of the concept, it’s conceptualization and it’s applications have been studied. In this study, the descriptive research method was used and the aim of this study is to define the main approaches and applications of the agencies; the creators of the marketing communications messages. The agencies chosen for the research were the all members of the Association of Advertising and Public Relations. In this reserch the data collection method was survey and surveys for collecting the data were posted to the agencies. From the findings of this research it is obvious that the agencies define the IMC concept similarly but their opinions about the controller in various stages of IMC are different from each other. The findings of this research reveal how agencies carry out IMC applications and how do they measurethe effects of campaign. The statistical analysis used to define the differences within and between the agencies perceptions and applications were done by using SPSS package program.

Keywords: Integrated Marketing Communications; Advertising Agencies; Public Relations Agencies; Applications of IMC; Perceptions of IMC. (search for similar items in EconPapers)
JEL-codes: L84 M30 (search for similar items in EconPapers)
Date: 2007
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