Buy custom Understanding the Diffusion of Integrated Marketing Communications
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Business
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Number of pages / Number of words: |
2 / 555 |
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About 80% of the respondents, when given the IMC definition, already knew much about IMC with the understanding level of agency group a little higher than that of the client group. Moreover, almost 100% answered very positively in favour of the need for IMC implying that even those who didnât clearly understand the concept of IMC still accepted the necessity of the concept when given the clear definition...
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In addition, when the concept was presented, a majority of the agency and client respondents said that they were either already implementing IMC or they will implement it within the next three years and that there was a positive outcome for IMC financially. As far as the expectations are concerned, both groups provided very positive responses although it was found that agency personnel are more optimistic about the changes in the advertising environment as the IMC application approaches...
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General points of the essay
“Critically discussed issues, dimensions, benefits and barriers associated with IMC (Integrated Marketing Communications) in relation to advertising strategy and planning in the UK”
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