Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study

This paper reviews the development of the concept of Integrated Marketing Communications (IMC) in terms of its theoretical foundations through an exploratory study of IMC within a judgment sample of U. S. advertising agencies (total estimated billings-20. 4 billion). The paper considers the arguments advanced from both academic and practitioner sides in relation to what IMC is and whether it offers significant value to advertising agencies and their clients in the rapidly changing communications marketspace leading toward the next millennium.