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Integrated marketing communications (IMC) has been embraced by marketers, 74 percent of whom now employ IMC campaigns for most of their brands, according to a new Association of National Advertisers member survey fielded by CoActive Marketing Group, reports MarketingCharts.
However, significant challenges to achieving optimal IMC performance remain, with only one quarter of marketers giving their firm’s IMC efforts a “very good” or “excellent” rating, according to the survey.
Key barriers cited to effective IMC are the existence of function silos (59 percent) and the lack of strategic consistency across communications disciplines (42 percent), both of which were cited in earlier versions of the study (2003 and 2006).
Beyond functional silos and strategic inconsistency, the survey also revealed the following barriers to IMC success:
(MarketingCharts has some more findings from the study.)
Note: The ANA Integrated Marketing Conference on May 29, 2008 in New York City will address issues related to IMC.
Hyper-conservative Rush Limbaugh - heard weekly by nearly 20 million listeners on about 600 radio stations nationwide - renewed his contract with Premiere Radio Networks and Clear Channel Radio, continuing syndication of The Rush Limbaugh Show.
The deal also includes…
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The survey…
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For the McAfee spam test, 50 people worldwide were asked to web-surf without a spam…
