Saved Papers

Save papers so you can find them more easily!

Join Now

Get instant access to over 100,000 papers.

Join Now!

Imc In Us Advertising

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.
[pic]
Headnote:

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......


View the rest of this paper...

Approximate Word Count: 5734
Approximate Pages: 23 (250 words per double-spaced page)

Why should you join Frat Files?

  • - It's safe, secure, and private.
  • - Instant access to over 100,000 papers. New papers are added hourly.
  • - Fast and reliable customer support.

Credit Card

PayPal

Bank Account

Similar Essays

  1. Imc In Us Advertising

    Imc In Us Advertising Integrated marketing communications in U.S. advertising agencies: An exploratory study Author: Schultz, Don E; Kitchen, Philip J Source: Journal of

  2. &Quot;Critically Discussed Issues, Dimensions, Benefits And Barriers...

    "Critically discussed issues, dimensions, benefits and barriers associated with IMC (Integrated Marketing Communications) in relation to advertising strategy and planning in the

  3. Imc In Uk

    IMC in UK "Critically discussed issues, dimensions, benefits and barriers associated with IMC (Integrated Marketing Communications) in relation to advertising strategy and planning

  4. Marketing And Advertising Planning

    Marketing and Advertising Planning Marketing and Advertising Planning Top-down, Bottom-up and IMC 1. The Marketing Plan 1. The Importance of Marketing Planning 1. The marketing

  5. Itrip

    Management | | 3. Buyer Behaviors | | 4. Promotions Opportunity Analysis | | | |PART II IMC ADVERTISING TOOLS | | 5. Advertising Management | | 6. Advertising Design: Theoretical