Title: Understanding the Diffusion of Integrated Marketing Communications

Essay Details

Subject: Business
Author: Gretchen M
Date: January 11, 2014
Level: University
Grade: A
Length: 2 / 555
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

The fact that a great number of non English speaking counties have not yet been under research on the diffusion and development of IMC acted as a motivation for the realisation of the study. The authors where actually motivated to extend IMC research in countries where different languages were spoken and assess the relevance and meaning of IMC in these countries...

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The study was based in two hypothetical assumptions. First, assuming that both clients and advertising agents in South Korea perceive positively IMC, authors developed the hypothesis that also other non English speaking countries, with similar market conditions, perceive IMC positively. Second, authors hypothesised that unique institutional relationships between advertising agencies and their client companies in South Korea would likely influence the respondents’ perceptions of IMC...

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