Integrated Marketing Communications in US Advertising Agencies: An Exploratory Study

Philip J. Kitchen and Don E. Schultz

This paper is one of a series relating to a continuing, now becoming worldwide, investigation of the emergent concept and field of Integrated Marketing Communications (IMC). The original research in this field began in 1991 by faculty at the Medill School of Journalism, Northwestern University, in the United States (Caywood et al, 1991). This paper extends knowledge on how the concept of IMC is diffusing by providing an initial analysis of data on how senior advertising agency executives perceive IMC use and development in the United States. It provides a perspective on the current state of IMC and levels of implementation and usage in an important segment of the marketing communications landscape. Additional studies will follow with advertising agencies in India, Australia, New Zealand, and Norway. A similar study has already been conducted in the United Kingdom. Results of that study are not included here.