IMC use and client-ad agency relationships

Data gathered from a national sample of marketing and advertising executives and managers indicates that marketers using the 'integrated marketing communications' approach experience significantly greater satisfaction with their advertising agencies and significantly less conflict and relationship-oriented stress associated with the relationship. The study also provides a descriptive analysis of the extent to which IMC is being used by a broad sample of US marketers. In addition to providing empirical evidence concerning the existence of multiple types or levels of IMC use, the findings suggest that more than one-half of all respondents are currently using the IMC approach. Implications of the results are provided and recommendations suggested for future research.