The literature on integrated marketing communication (IMC) in the
decade since its introduction offers evidence that debates over the
definition, acceptance, leadership, and measurement of IMC remain
unresolved. A survey was conducted to investigate leadership
preferences and perceptions of appropriate methods of measurement and
agency compensation in planning and implementing IMC. The survey was
conducted by internet among samples of six professional groups with
ties to marketing communication: advertising agency executives, public
relations agency executives, corporate marketing executives, corporate
public relations executives, advertising and marketing academics, and
public relations academics. The survey revealed some clustering of
leadership preferences but little movement toward marketing
communication measurement and agency compensation methods consistent
with models of IMC as a developing paradigm.