Integrated marketing communications in U.S. advertising agencies: An exploratory study

Don Edward Schultz, Philip J. Kitchen

Research output: Contribution to journalArticlepeer-review

105 Scopus citations

Abstract

This paper reviews the development of the concept of Integrated Marketing Communications (IMC) in terms of its theoretical foundations through an exploratory study of IMC within a judgment sample of U.S. advertising agencies (total estimated billings - $20.4 billion). The paper considers the arguments advanced from both academic and practitioner sides in relation to what IMC is and whether it offers significant value to advertising agencies and their clients in the rapidly changing communications marketspace leading toward the next millennium.

Original languageEnglish (US)
Pages (from-to)7-18
Number of pages12
JournalJournal of Advertising Research
Volume37
Issue number5
StatePublished - Sep 1 1997

ASJC Scopus subject areas

  • Marketing
  • Communication

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