Integrated marketing communications in U.S. advertising agencies: An exploratory study
Author: Schultz, Don E; Kitchen, Philip J Source: Journal of Advertising Research v37n5, (Sep/Oct 1997): p.7-18 (Length: 12 pages) ISSN: 0021-8499 Number: 01552524 Copyright: Copyright Advertising Research Foundation 1997

Schultz, Don E, Philip J. Kitchen, "Integrated marketing communications in U.S. advertising agencies: An exploratory study," Journal of Advertising Research, vol.37, no.5, Sep/Oct 1997, pp.7-18.
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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......

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Title: Imc In Us Advertising
Approximate Word Count: 5734
Approximate Pages: 23 (250 words per double-spaced page)

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