Date Approved
9-1-2011
Embargo Period
3-3-2020
Document Type
Thesis
Degree Name
M.A. Public Relations
Department
Public Relations/Advertising
College
Ric Edelman College of Communication & Creative Arts
Advisor
FitzGerald, Suzanne
Subject(s)
Communication in marketing
Disciplines
Public Relations and Advertising
Abstract
This study will seek to find out if full-service agencies are more effective than agencies that focus on only one marketing component or separate components. While some companies and agencies have fully embraced integrated marketing communications (IMC), others think the cons outweigh the pros. Many companies do not think the process of getting the individual functional groups to work together is worth the effort. The researcher conducted in-depth interviews with one full service agency, one advertising agency and one public relations agency to gain insight into the perceptions and effectiveness of IMC. A content analysis of the company websites of four full-service agencies and four boutique agencies was done to analyze the agencies' promises and services. Data from an intercept study was used to determine if communication professionals use an IMC approach in their organization and whether they think an IMC or boutique approach is more effective. Results showed that an IMC approach is more effective than a boutique approach. The majority of communication professionals think the benefits of using a full-service agency make it a more efficient and effective option than boutique agencies.
Recommended Citation
Gatto, Rebecca, "Redefining the agency model: the benefits of an IMC approach" (2011). Theses and Dissertations. 14.
https://rdw.rowan.edu/etd/14
