Redefining the agency model: the benefits of an IMC approach

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.

Name thesis:degree_name

M.A. Public Relations

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Public Relations/Advertising

Year dc:date.available

2011

Author dc:creator

• Gatto, Rebecca

Contributors dc:contributor

• FitzGerald, Suzanne

• Communication in marketing
• Public Relations and Advertising

Repository record dc:identifier

https://rdw.rowan.edu/etd/14

OAI identifier oai:identifier

oai:rdw.rowan.edu:etd-1013