Perceptions of industry leaders regarding the use of integrated marketing communication

This thesis sought to answer the basic research question: How do the people who are in charge of client-side advertising perceive integrated marketing communication and do they use integrated marketing communication?

A questionnaire was mailed to the marketing, advertising, and communications executives of the Fortune 500 companies. A total of 99 responses were returned representing 20 percent of the sample group.

The questionnaire was made of statements collected from a review of literature on integrated marketing communication. Respondents were asked to indicate their agreement or disagreement with the statements on a Likert-type scale.

The results were tabulated and studied using the SPSS statistical program located on the Texas Tech University computer system.

The aggregate results of the study showed that the respondents had very positive opinions of integrated marketing communication and were using IMC in their organizations.