Integrated marketing communication: exploring industry practices and perceptions in South Africa

Abstract

A major new phenomenon confivnting the marketing communication industry in the new millennium is integrated marketing communication (IMC). Although this concept was conceived in the early I 990s, it is still relatively new in the world of marketing, especially in South Africa. The nature and consequences of IMC are of particular illlerest to the marketing industry in terms of the remuneration systems of agencies, the services marketing agencies offer, and the relationship between agencies and clients. Indeed, neglecting IMC can have dire financial consequences for agencies (in terms of lost revenue), as well as clients (in terms of lost market share/awareness).