Same but different: perceptions of IMC amongst marketing communication partners in Australia

Kerr, Gayle F. & Drennan, Judy (2010) Same but different: perceptions of IMC amongst marketing communication partners in Australia. Journal of Promotion Management, 15.


This paper examines whether two key partners in the marketing communication process, advertising and public relations’ practitioners perceive IMC in the same way. It compares perceptions across a wide range of implementation, organizational and strategic issues in IMC to test if perceptions have moved past Stage 1 of IMC development (Schultz and Kitchen 2000). Although both advertising and PR practitioners concur with each other and the literature on a wide range of perceptions of IMC, they still believe that advertising and public relations practitioners have dissimilar views about IMC. PR practitioners position themselves as a separate breed of marketing communicator, requiring divergent skills from advertising practitioners and thinking differently about IMC.

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ID Code: 26245
Item Type: Journal Article
Refereed: Yes
Keywords: Integrated Marketing Communications , Advertising Practitioners, Public Relations Practitioners
ISSN: 1540-7594 (electronic) 1049-6491 (paper)
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 Routledge
Deposited On: 16 Jul 2009 02:07
Last Modified: 29 Feb 2012 14:15

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