scholarly journals Just doing it: theorising integrated marketing communications (IMC) practices

2017 ◽  
Vol 51 (3) ◽  
pp. 490-510 ◽  
Author(s):  
Mart Ots ◽  
Gergely Nyilasy
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Content Type ◽  
Strategic Integration ◽  
Practice Turn ◽  
Interpretative Analysis

Purpose This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means “to do” IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Design/methodology/approach The paper introduces practice theory as a lens through which to study and analyse IMC practices. Using qualitative coding and interpretative analysis, the framework was operationalised and applied to a two-year organisational ethnography encompassing IMC planning activities in at a leading Swedish retailer. Findings Findings demonstrate how practitioners develop explicit and implicit strategies to enact strategic integration. The study conceptualises IMC as a set of interrelated practices, or routinised behaviours, which are repeated and organised by some social or formal rules and conventions. In the ethnographic context of the study, “IMC as practice” is exhibited in the forms of routines, material set-ups, rules and procedures, cultural templates and teleoaffective structures. Originality/value The paper proposes a novel set of theoretical and methodological tools that can be used to understand how IMC lives as a set of practices inside organisations. It specifically conceptualises the link between mental and objectified, materialised and routinised activities that has previously been escaping the sphere of theorisation. By creating language and tools to capture hitherto unmodellable phenomena, the paper opens many new avenues for future research.

scholarly journals Integrated Marketing Communication Bawean Island Tour

2018 ◽  
Vol 1 (1) ◽  
pp. 276
Author(s):  
Nur Maghfirah Aesthetika ◽  
Poppy Febriana
Keyword(s):  
Data Analysis ◽  
Descriptive Study ◽  
Communication Strategy ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Qualitative Descriptive ◽  
Depth Interviews

Bawean Island which is within the scope of Gresik Regency has the potential of nature, culture, and religiontourism. The natural resources that have this potential will develop if managed and promoted with an effective and efficient strategy. The purpose of this study to analyze the communication strategy used by the local government of Gresik Regency in promoting potential tourism in Bawean Island. In this qualitative descriptive study the primary data was obtained through in-depth interviews with the head of Departement of Culture Tourist Youth and Sport in Gresik. The questions in the interview related to Bawean Island tourism promotion strategic plan along with what has been done by related parties. Data analysis was performed using interactive techniques from Miles and Huberman. The results of this study show that the Department of Culture, Tourism, Youth, and Sports has not had a marketing strategy and implementation based Integrated Marketing Communications. The strategies and promotions that have been there are also still not running optimally.

scholarly journals Establishment path and management innovation of mutually beneficial nonprofit organization (MBNPO)

2017 ◽  
Vol 11 (1) ◽  
pp. 90-107 ◽  
Author(s):  
Kwang-yong Shin ◽  
Fa-quan Ge ◽  
Peng-fei Qin
Keyword(s):  
Nonprofit Organizations ◽  
Product Innovation ◽  
Design Methodology ◽  
Management Innovation ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Stakeholder Orientation ◽  
Efficient Communication ◽  
Operational Innovation

Purpose Research about the modern mutually beneficial nonprofit organizations (MBNPOs) has great value because of the increasingly important role that the MBNPO plays in society. The establishment and management of MBNPOs are critical for its development. Design/methodology/approach Integrated marketing communications (IMC) theory is applied to the research on establishment and management innovation. The establishment of MBNPOs needs four sequential steps: identifying the target group, providing services to meet the demand of stakeholders, designing appropriate communication tactics and deploying proper organizational structure to accomplish efficient communication. Findings Three types of approach enable traditional enterprises to transform into MBNPOs: product innovation, operational innovation and synergetic development. The application of IMC theory accomplishes management innovation of MBNPOs in three aspects: leading market-orientation specific to stakeholder-orientation, making management innovation systematic in MBNPOs and clarifying targets of management innovation in MBNPOs. Originality/value This is one of the first examinations of establishment path and management innovation of MBNPO based on IMC theory.

scholarly journals Measuring integrated marketing communication by taking a broad organisational approach

2017 ◽  
Vol 51 (3) ◽  
pp. 692-718 ◽  
Author(s):  
Lucia Porcu ◽  
Salvador Del Barrio-García ◽  
Philip J. Kitchen
Keyword(s):  
Delphi Study ◽  
Structural Equation ◽  
Online Survey ◽  
Holistic Approach ◽  
Measurement Scale ◽  
Measurement Tool ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Content Type

Purpose The purpose of this research is twofold: first, to conceptualise integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to empirically develop and validate a new measurement scale to assess firm-wide IMC. Design/methodology/approach This paper is based on a multistage research design adopting qualitative and quantitative approaches. First, a comprehensive literature review and a two-round Delphi study served as the primary basis for the development of the IMC theoretical framework, including generation of items and content validation. Second, a pilot study (n = 39) enabled us to purify the measurement tool. Third, the data gathered via an online survey conducted among CEOs and other senior managers (n = 180) led to empirical validation of the proposed firm-wide IMC scale applying second-order confirmatory factor and structural equation modelling analyses. Findings This research produced the firm-wide IMC scale, a 25-item Likert-format measure exhibiting adequate dimensionality, reliability and construct (convergent, discriminant and nomological) validity. Originality/value The need for a more holistic approach emerged from both the academic literature and the professional arena. However, even very recent attempts to measure integration have involved the adoption of a narrow marketing communications-centred approach. Thus, the value and uniqueness of this paper lies in its novel definition of IMC as a four-dimensional construct and the development of a theoretically consistent, valid and reliable measurement tool for the assessment of integration based on a firm-wide organisational approach.

Milky Moo: spreading the Milk Mantra

2017 ◽  
Vol 13 (3) ◽  
pp. 342-359
Author(s):  
Subhalaxmi Mohapatra ◽  
Subhadip Roy
Keyword(s):  
Brand Management ◽  
Business Management ◽  
Communication Strategy ◽  
Cottage Cheese ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Primary Research ◽  
Short Discussion ◽  
Content Type

Synopsis Srikumar Misra founded Milk Mantra as a milk producing and selling company in the state of Odisha, India in 2010. The company subsequently diversified into milk-based products such as yogurt and cottage cheese and spread its foray into the neighboring states. In 2014, the company had to overcome a few challenges from the macro environment as well as think of a marketing and communication strategy to gain competitive advantage. Research methodology The case is based on the primary research and has been developed using interviews of the company representatives and documents made available from the company. Wherever required, written permission has been obtained from the company representatives. Relevant courses and levels This case could be a part of the Marketing Management course in a graduate/undergraduate program in Business Management. The case could also be a part of a Brand Management or Integrated Marketing Communications course in the same program for specialized subjects such as branding a generic product or brand communications. This case could also be used for a short discussion in a distribution and logistics course. Theoretical bases The specific topics, which could be facilitated through this case, are the 4 Ps of marketing, distribution and marketing strategy. The case also relies on the theories of branding and marketing communication.

scholarly journals The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa

2015 ◽  
Vol 7 (2(J)) ◽  
pp. 139-144
Author(s):  
Lawrence Mpele LEKHANYA
Keyword(s):  
South Africa ◽  
Literature Review ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
Starting Point ◽  
Communication Approach

The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.

scholarly journals Integrated marketing communications

10.12737/8184 ◽  
1905 ◽  
Author(s):  
Валерий Музыкант ◽  
Valyeriy Muzykant
Keyword(s):  
Legal Protection ◽  
Trade Mark ◽  
Target Audience ◽  
Marketing Communications ◽  
Special Focus ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Advertising And Promotion

The hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist.

Mind the attention gap: how does digital advertising impact choice under low attention?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Irene Santoso ◽  
Malcolm J. Wright ◽  
Giang Trinh ◽  
Mark Avis
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Marketing Communication ◽  
Content Type ◽  
Emotional Appeal ◽  
Advertising Strategies ◽  
Naturalistic Environment ◽  
The Impact ◽  
Brand Consideration ◽  
Practical Implications

Purpose This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention. Design/methodology/approach Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression. Findings Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective. Research limitations/implications This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur. Practical implications Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication. Originality/value There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

Modeling Integrated Marketing Communications for SME Environments

2019 ◽  
pp. 69-98
Keyword(s):  
Empirical Study ◽  
Service Marketing ◽  
Communication Process ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
First Time

This chapter explores the concept and planning of integrated marketing communication (IMC) in the context of the SME environment. The chapter explains the communication process in SME context along with above-the-line, below-the-line, through-the-line channels and different communication tools. Relevant examples and empirical study are addressed in this chapter, and a proper guideline of IMC in the field of SME for the very first time in the area of service marketing is developed. Policymakers, entrepreneurs, and even academicians will get the insights and impactful ideas from this SME context IMC study.

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

2019 ◽  
Vol 6 ◽  
pp. 84
Author(s):  
Santa Bormane
Keyword(s):  
Consumer Involvement ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Management ◽  
Buying Decisions

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions.  The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value. 

scholarly journals IMC, social media and UK fashion micro-organisations

2017 ◽  
Vol 51 (3) ◽  
pp. 668-691 ◽  
Author(s):  
Claudia Elisabeth Henninger ◽  
Panayiota J. Alevizou ◽  
Caroline J. Oates
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Integrated Marketing Communications ◽  
Fashion Industry ◽  
Integrated Marketing ◽  
Structured Interviews ◽  
Content Type ◽  
Online Platforms ◽  
Use Of Social Media ◽  
Practical Implications

Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.

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