One of the most interesting areas of the study came from the 'philosophy of marketing'
that was being implemented by both clients and their agencies. In the research, IMC was
mentioned, but no preconceived definition was provided to respondents. Most respondents
clearly espoused an IMC-type approach to marketing communications through their
discussion, but they just didn't use this terminology. Instead terms such as 'fusion', 'insight
driven' and 'holistic' replaced IMC, much to the chagrin of the researchers.