우리나라 PR 실무자들의 IMC 평가에 관한 연구 : Q 방법론에 의한 분석

Abstract

Since the appearance of integrated marketing communications (IMC) in the early 1990s, its differing characterizations as a 'new marketing communication paradigm' versus 'nothing new' or 'management fad' have not been fully settled. In practice, some organizations operating in Korea have adopted IMC and many marketing communication service agencies insist that their specialty lies in IMC. But from an academic perspective, the field does not seem to be that active here. Why is this? So far, most of the studies on IMC have utilized a quantitative research methodology and have focused primarily on enterprises and their advertising agencies in the areas of perception, implementation, barriers, evaluation and compensation and other individual elements. The purpose of this study is to understand, utilizing Q methodology, how PR practitioners in Korea evaluate IMC in depth based on their experiences. A total of 34 responses were collected in the P sample and aQ sample of 31 items was developed following a pre-test. The Q sample responses were analyzed with the QUANL program, leading to the finding that Korean PR practitioners believe that IMC maximizes the communications effect and most advantageously takes into account changing market conditions. This study also confirmed that there are some barriers to optimum implementation of IMC in Korea such as low economies of scale, turf battles and insufficient top management involvement. Finally, Korean PR practitioners are optimistic about the future of IMC, conceding that it is the best approach going forward, despite unavoidable trial and error.