scholarly journals Integrated Marketing Communications

Communication ◽  
2018 ◽  
Author(s):  
Lawrence Ang
Keyword(s):  
Digital Media ◽  
Product Information ◽  
Direct Marketing ◽  
Personal Selling ◽  
Marketing Communications ◽  
Planning System ◽  
Purchase Behavior ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Advertising Agencies

In the area of marketing communications, the concept of integrated marketing communications (or IMC) is well known. This concept was first introduced into the US academic curriculum in 1991 at Northwestern University with the support of the American Association of Advertising Agencies (or 4As), but it is now taught around the world. IMC is essentially a planning concept which emphasizes the importance of coordinating various communication disciplines (e.g., advertising, PR, sales promotions, direct marketing, and personal selling), so that a maximum impact can be achieved in a campaign. This concept gained popularity with the advent of the internet as new (and ever-growing) digital media options and platforms developed. As more audiences move online, the use of offline traditional media (e.g., television, print, radio, and cinema) is now but one option. Both organizations and advertising agencies have realized that a combination of offline and online media is now necessary to reach their target audience, and hence the importance of having a central planning system. Advertising agencies also like this idea because it means extra revenue can be earned. However firms struggle to understand how best to operationalize, optimize and evaluate various channel combinations for an effective campaign. This has led to the rise of cross-media research and methods of evaluation with obvious implications for budget allocation. Adding to this complication is that purchase behavior is also changing. Consumers can now access product information, and inquire about the products or complain about poor service through a number of channels. This means firms have to be efficient in their coordination of several operations. This perspective means it is now important to build an organizational structure and processes to fulfil a number of business operations. The definition of IMC has thus evolved from communications to include strategic business functions. However, as in any implementations of new processes, resistance ensues. Thus, although the concept of IMC seems deceptively simple, its implementation is not, and this has led to research into barriers to and implementations of IMC.

scholarly journals Integrated marketing communications: a strategic priority in health and medicine

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The People ◽  
Communicative Success ◽  
Mixed Blessing

Abstract Background Healthcare establishments portray themselves to their patient populations using many communicative mechanisms. Perhaps the first avenues that come to mind are the outward conveyances of the marketing communications mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. But other prominent communicators also exist, including the people employed by healthcare institutions, the places in which services are delivered, and the brands that represent given establishments. This wide variety of communicative mechanisms is somewhat of a mixed blessing, affording myriad options, but also necessitating extra care and attention in developing associated marketing communications. Discussion Now more than ever, health and medical establishments have at their disposal communications options capable of addressing most any conveyance want or need. The marketing communications mix, once somewhat limited due to industry tradition, is now fully accessible and widely used in the health services industry, providing immense opportunities to connect with patients. Options for signage, building designs, servicescape amenities, employee uniforms, and the like also are teeming, providing myriad avenues for making positive impressions. But burgeoning options while beneficial also intensify obligations for ensuring that marketing communications are properly integrated, with this particular article describing this imperative need and its implications for communicative success in the healthcare industry. Conclusions By integrating marketing communications, health and medical providers are able to create synergies between and among selected conveyance mechanisms, amplifying performance and increasing the likelihood of reaching communicative goals. Achieving such cohesion requires devoted planning in an effort to coordinate verbal and visual manifestations to express desired imagery and appeals to target audiences. As extensive benefits are derived from integrated marketing communications, healthcare establishments should consider associated pursuits to be a strategic priority.

Integrated Marketing Communications of Beekeeping Farms

2020 ◽  
Vol 12 (2) ◽  
Author(s):  
Lyubomir Lyubenov ◽  
◽  
◽  
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Added Value ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Media Environment ◽  
Know How ◽  
The One

The study finds that on the one hand beekeeping is difficult to implement integrated marketing communications due to more difficult application of communication tools – advertising, personal sales, and sales promotion. On the other hand, they also have less well-represented advertising constants. EU agricultural policy supports the implementation of integrated marketing communications from beekeeping farms through the formation of infrastructure and services, legislation, media environment and bee products with high added value. Beekeeping farms must invest primarily in public relations and direct marketing, and as advertising constants can use regional varieties, breeds, technologies, geographical indications, know-how, certification to a certain standard, as they represent the uniqueness of regional bee products.

scholarly journals Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria

2020 ◽  
Vol 12 (2) ◽  
pp. 78
Author(s):  
Adegbola Eunice Abimbola ◽  
Binuyo Adekunle Oluwole ◽  
Afolabi Gabriel Kolawole
Keyword(s):  
Customer Satisfaction ◽  
Public Relations ◽  
Direct Marketing ◽  
Private Universities ◽  
Online Marketing ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Marketing Department ◽  
South West

Integrated Marketing Communications (IMCs) is critical to the performance of an organisation. However, many of the previous studies have focussed on manufacturing firms with very few targeted at private universities. Moreover, empirical evidence revealed that private universities have not been able to effectively deploy IMCs to enhance their performance and have been confronted with the challenge of poor customer satisfaction. The study investigated the effect of IMCs on customer satisfaction of selected private universities in South-West Nigeria. The study adopted cross-sectional survey research design. The population of the study comprised 554 employees of the Institutional Marketing Department and ad-hoc staff of the Registry Department of the universities selected for the study. Total enumeration method was used. The instrument used was a validated adapted questionnaire. The Cronbach’s alpha reliability coefficients of the constructs ranged from 0.701 to 0.832. The response rate was 85%. Data were analysed using multiple linear regression. The results revealed that IMCs had positive and significant effect on customer satisfaction (Adj. R2 = 0.834, F (5, 467) = 475.554, p < 0.05). The relative effects of IMCs on customer satisfaction showed that advertising had a positive and significant effect (β = 0.132, t = 3.038, p < 0.05), service promotion had a positive and significant effect (β = 0.195, t = 4.502, p < 0.05), online marketing had a positive and significant effect (β = 0.269, t = 5.972, p < 0.05), public relations also had a positive and significant effect (β = 0.377, t = 7.415, p < 0.05). The effect of direct marketing was however insignificant though positive (β = 0.059, t = 1.130, p > 0.05). The study concluded that IMCs affect customer satisfaction. The study recommended that private universities should prioritise their promotional efforts on advertising, service promotion, online marketing and public relations rather than direct marketing in their bid to sustain and improve their customer satisfaction record.

scholarly journals STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19

2021 ◽  
Vol 4 (1) ◽  
pp. 117-130
Author(s):  
Jihan Indah Sari ◽  
Joko Susilo
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Corporate Identity ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Defensive Strategy ◽  
Point Of Sale ◽  
The Impact

Covid-19 Pandemic  affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped  and there is no customer that comes by due to government's policy which forces people to stay at home. The purpose of this research is  to describe the  defensive strategy by bingsoo cafe through the approach of integrated marketing communications (IMC), so that it can continue to defense and adapt  to the bussines situation of Covid-19 pandemic. The method of this research is qualitative with observation technique and deep interview. The result of this research indicates that bingsoo cafe applies the strategy of Integrated Marketing Communications (IMC) by combining 9 out of 12 elements of promotion. Those elements are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale And Merchandising, Corporate Identity, Packaging, And Word Of Mouth.

scholarly journals Communication as a Marketing Strategy: Cross-cultural Analysis of Young People from Mexico and Colombia Based on Demographic Segmentation

2018 ◽  
Vol 9 (3) ◽  
pp. 173-183
Author(s):  
María Cristina Otero Gómez ◽  
Wilson Giraldo Pérez
Keyword(s):  
Young People ◽  
Quantitative Research ◽  
Direct Marketing ◽  
Personal Selling ◽  
Cultural Analysis ◽  
Cross Cultural ◽  
Sales Promotion ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Goods And Services

Abstract The purpose of this article is to rank and analyze the acceptance of Integrated Marketing Communications (IMC) from the perspective of young people. This comparative study was done with university students from the cities of Villavicencio, Colombia and Coatzacoalcos, Mexico. A quantitative research was conducted through the use of 1591 surveys done by subjects between 17 and 25 years of age. The results showed that there are no significant differences regarding the ranking of these IMC tools. All the participants coincided in deeming direct marketing as the most important tool and sales promotion as the least important one. However, the demographic analysis by nationalities showed that there are differences in those assessments. The conclusion is that young consumers prioritize personal selling because the seller seeks to understand and satisfy their needs in the consumption of goods and services.

scholarly journals The features of direct marketing and personal selling as a form of marketing communications

VUZF Review ◽  
2021 ◽  
Vol 6 (2) ◽  
pp. 139-145
Author(s):  
Olha Matviiets ◽  
Viktoriia Kipen
Keyword(s):  
Effective Means ◽  
Direct Marketing ◽  
Personal Selling ◽  
Marketing Strategies ◽  
Interactive Systems ◽  
Marketing Communications ◽  
Integrated Marketing ◽  
Effective Implementation ◽  
Different Types ◽  
Marketing Activities

The article summarizes approaches to defining the essence of the "direct marketing" concept. It is proved that the tools of direct marketing, as a component of internal marketing, are the most effective means of influencing the behavior of modern consumers and adaptive to market conditions of marketing activities, the implementation of which will contribute to achieving the corporate goal and mission of the enterprise with minimal time and resources. The necessity of using direct marketing tools in the activities of modern enterprises is justified. The problems of activating direct marketing based on the introduction of interactive systems are considered. The main advantages associated with the use of Integrated Marketing Communications in the formation of direct marketing strategies are revealed. The methodological bases of marketing communications are analyzed in the article. The expediency of using different types of marketing communications on the basis of their benefits and drawbacks for the effective implementation of the company's marketing policy. Particular attention was paid to the tools of direct marketing and the dynamics of the most influential communication features of digital marketing. As a result, it was determined that the tools of marketing communications should be combined thoroughly, and the most effective tool is eventually an integrated marketing.

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

Integrated marketing communications and social marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Stephan Dahl ◽  
Lynne Eagle ◽  
David Low
Keyword(s):  
Social Context ◽  
Social Marketing ◽  
Marketing Communications ◽  
Commercial Application ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Body Of Knowledge ◽  
Health Related ◽  
Social Marketing Campaigns

Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

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