Imc Evolution
Examining the Evidence
Lynne EagleDepartment of Commerce, Massey University, New Zealand
Philip KitchenThe Business School, University of Hull, United Kingdom
INTRODUCTION
This paper represents the third phase of studying IMC in New Zealand advertising agencies. The first phase was undertaken in 1997, and focused on measuring the strength of commitment to IMC by advertising agencies (Eagle et al 1999). The second phase was conducted in mid-1998 and focused on an analysis of the extent to which agencies are requested by clients to develop and implement IMC programmes. The resultant paper also identified and evaluated barriers and...