English abstract
This study aims at depicting the practice of the integrated marketing
communication in the integrated agencies in Oman and identifying
orientations of executive directors in these agencies towards practicing
such communication. In addition, the study tries to determine the level of
implementation of IMC in these agencies on behalf of their clients by using
Schultz & Kitchen model_ a model of integrated marketing
communication. Moreover, it investigates the most significant obstacles
that hinder the implementation of integrated marketing communication in
integrated agencies in Oman.
To investigate this practice, the current study employed the survey
methodology. The data was collected through a questionnaire distributed to
a sample of 43 employees in five integrated agencies and unstructured
interviews with CEOs of these agencies.
The findings indicated that all the agencies subjected to study understood
integrated marketing communication as both strategic and tactical
processes. The study also revealed that the knowledge of current clients,
and the rapid growth of the Internet are the most important factors that
made the integrated agencies depend on integrated marketing
communication. The findings also reflected that 60% of the sample
sometimes practiced integrated marketing communication with some
clients, while about 40% permanently practiced IMC with all clients. The
findings also clarified that all the sample controlled the development and
implementation of integrated campaigns. As for the evaluation process,
80% of the sample didn't evaluate the results, but the process was
performed by the clients. The results also demonstrated that advertising,
internet and social networks are most commonly used as IMC prominent
tools by the agencies subjected to study.
Furthermore, the study noted that regarding the implementation of Schultz
& Kitchen model, the majority of sample agencies concentrated on the
implementation of the first and second stages of the integrated marketing
communication model which is the stage of tactical coordination of
marketing communication and the stage of the redefining the scope of
marketing communication.
As for, the measurement process, results indicated that all integrated
agencies did not measure the effectiveness of marketing communication
activities and programs financially. Also, the lack of agreeing upon the
choice of a single and common ensured measurement meant that all sample
agencies could not reach the fourth stage of the model, i.e. the stage of
strategic and financial integration. Moreover, the results showed that the
sample agencies applied the integrated marketing communication in a way
that coincided with their work environment and the Omani market and not
based upon a specific scientific model.
The results also indicated that integrated marketing communication seems
to be viable under the current market economic context in the Sultanate of
Oman.
Finally, the results indicated that the clients' budget, the client's
involvement in the creative process, in addition the routine procedures
followed in government institutions, and the absence of a fixed reference in
the matter of decision-making in governmental organizations, and poor
planning of the general strategy of the client's organization are the most
salient obstacles to the implementation of integrated marketing
communication via the sample agencies subjected to the study.
