Social and Behavioral Sciences Commons^™

The Adoption Or Adaptation Of Integrated Marketing Communications For A Regional Promotional Campaign Of A State Government Office, Anthony Warren Hall

Theses : Honours

This study investigates how an integrated marketing communications (IMC) strategy could be adopted or adapted for an effective regional promotional campaign of a State Government office. As in-depth understanding of the process of adoption or adaptation of IMC was needed, qualitative research methodology was used. The study utilised Foucault's concepts of discourse, knowledge and power to develop the knowledge-practice-recommended practice framework In this study, five one-to-one structured interviews were conducted with IMC practitioners who had previous experience in IMC and State Government regional promotional campaigns, and were residents of the State where they practised IMC. Using the knowledge part of …