HCBE Faculty Articles

Perceptions of IMC and Organisational Change among Agencies in South Africa

ORCID

Rusell Abratt 0000-0002-5385-0936

Document Type

Article

Publication Title

International Journal of Advertising

ISSN

1759-3948

Publication Date

2001

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

https://doi.org/10.1080/02650487.2001.11104898

Volume

20

Issue

3

First Page

361

Last Page

380

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