Adoption of Integrated Marketing Communication Strategies by Advertising Agencies in Nigeria

This study focuses on current Integrated Marketing Communications (IMC) practices in advertising agencies in Nigeria. Twenty three advertising agency managers responded to the questionnaire, drawn from 18 (or 21%) of the existing 86 Association of Advertising Agencies of Nigeria (AAAN) registered agencies at the time were studied. The aim was to find out the different forms of IMC tools and strategies adopted by operators of the advertising agencies in Nigeria. The study finds that advertising agencies provide IMC services in- house; that relationship marketing, telemarketing and Internet advertising are not widely used; and that total reliance on mass media vehicles for positioning brands seems to be waning in Nigeria, just as is the case in several other nations of the world. The Consortium model of implementation of IMC by advertising agencies was recommended. This model allows advertising agencies to relate with other promotional communication firms in the process of providing clients with IMC services.