HCBE Faculty Articles
Title
Perceptions of IMC and Organisational Change among Agencies in South Africa
Document Type
Article
Publication Date
2001
Publication Title
International Journal of Advertising
ISSN or ISBN
1759-3948
Volume
20
Issue/Number
3
First Page
361
Last Page
380
Abstract/Excerpt
This paper reports on the development of Integrated Marketing Communications (IMC) in an emerging market, South Africa. It also deals with the organisation of advertising agencies in an IMC environment. A brief overview of IMC is given as well as a review of the organisation of agencies. The study consisted of in-depth interviews of 20 senior advertising agency executives. The results indicate that most agencies are developing their IMC strategies and that it is growing in importance in South Africa. Some recommendations are proposed to enable agencies to become more effective in future.
DOI
10.1080/02650487.2001.11104898
NSUWorks Citation
Kallmeyer, Janice and Abratt, Russell, "Perceptions of IMC and Organisational Change among Agencies in South Africa" (2001). HCBE Faculty Articles. 951.
https://nsuworks.nova.edu/hcbe_facarticles/951
