Perceptions of IMC and Organisational Change among Agencies in South Africa

Janice Kallmeyer
Russell Abratt
University of the Witwatersrand, Johannesburg

The study of IMC (Integrated Marketing Communications) has largely been from a United States perspective. However, more recently, researchers in other countries have begun to report on studies from the United Kingdom, New Zealand, Australia and India (Kitchen and Schultz, 1999). This paper seeks to broaden the parameters of IMC by considering its development in South Africa, an emerging market.

It seeks to extend our knowledge of IMC by investigating a key IMC implementation issue: the organisation of advertising agencies for IMC. The primary objective of this paper was to ascertain the extent to which advertising agencies are developing, practising or utilising IMC strategies on their clients behalf. The secondary objective is to determine whether the advertising agencies perceived need for IMC by clients is a factor in any organisational changes that have or will become prevalent in agencies.