INTEGRATED MARKETING COMMUNICATIONS. THEORY AND PRACTICE OF ADVERTISING

2019 ◽  
Author(s):  
Оксана Посухова ◽  
Oxana Posukhova ◽  
Ольга Кузьмина ◽  
Ol'ga Kuz'mina
Keyword(s):  
Public Relations ◽  
Undergraduate Students ◽  
Brand Management ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Sociological Research ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Advantages And Disadvantages ◽  
State Educational

The manual is written in accordance with the State educational standard of higher education in the areas of bachelor "Advertising and public relations" and "Sociology". The book analyzes the theoretical and practical issues of advertising. The authors describe advertising as part of the whole complex of marketing and integrated marketing communications. Advertising is considered in comparison with other forms and types of integrated communications, modern types of advertising, their advantages and disadvantages are analyzed. The book contains a large number of applications and illustrations that demonstrate the use of different types of modern advertisings. For undergraduate students and anyone interested in the theory and practice of advertising. It is recommended to use the courses "Theory and practice of advertising", "Brand management", "Basics of advertising", "Sociology of advertising", "Methodology and methods of sociological research", "Empirical sociology".

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 INTEGRATED MARKETING COMMUNICATIONS IN THE SYSTEM OF BANK IMAGE FORMATION

2021 ◽  
Author(s):  
Oleksandr Deineha ◽  
Inna Deineha
Keyword(s):  
Public Relations ◽  
Analytical Data ◽  
Economic Behavior ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Social Orientation ◽  
Public Confidence ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Domestic Capital

The article specifies the content of the concepts of image and reputation of the bank. It is established that the image of the bank is its image, artificially created by means of marketing communications. The current level of public confidence in the main components of the banking system of Ukraine is analyzed and based on analytical data it is established that the level of image of banking organizations is not high enough. It is determined that over the last fourteen years the number of banks in Ukraine is projected to decrease mainly due to banks with domestic capital, which encourages market operators to intensify their activities, including through the use of modern tools to influence the market, including marketing communications. The factors influencing the bank’s reputation are assessed, in particular, it is determined that the main ones are the bank’s image and / or its unfair economic behavior. The components of the bank’s image are identified, in particular the history of its origin and development, its goals and objectives; degree of reliability; degree of openness and transparency of activity, efficiency of information system; the level of its relationship with state, regional and municipal authorities, as well as the presence of large or well-known organizations among customers; participation of foreign capital; reputation of managers and employees of the bank; the degree of organization and quality of customer service culture; effectiveness of advertising policy, brand use and public relations; social orientation of activity, charitable actions and sponsorship, social programs, etc.; availability for customers, i.e. the presence of a network of branches. The components of the bank’s integrated marketing communications, such as sales promotion, public relations, bank advertising, direct marketing, and branding, have been identified. The place of the brand in creating the image of the banking organization is revealed. The basic approaches to the formation of the material components of the bank’s brand, in particular the design of the sign, corporate fonts, and logo are determined. The specific characteristics of the bank’s advertising are revealed. Features of introduction of marketing innovations in the banking sphere are characterized. The main trends of digital marketing of banks in 2021 are described, in particular, increasing competitiveness, chatbots, targeting, artificial intelligence, search engine optimization, omnichannel, involvement.

Omni-channel marketing, integrated marketing communications and consumer engagement

2017 ◽  
Vol 11 (2) ◽  
pp. 185-197 ◽  
Author(s):  
Elizabeth Manser Payne ◽  
James W. Peltier ◽  
Victor A. Barger
Keyword(s):  
Review Literature ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Consumer Engagement ◽  
Content Type ◽  
Research Areas ◽  
On Line ◽  
Antecedents And Consequences

Purpose In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research. Design/methodology/approach The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity. Findings Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts. Practical implications The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships. Originality/value The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.

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 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.

scholarly journals Integrated Marketing Communications Strategy: Studi Kasus Public Relations Universitas Katolik Widya Mandala Surabaya pada Pengguanaan Media Cetak dan Media Elektronik

2018 ◽  
Vol 5 (2) ◽  
pp. 248-260
Author(s):  
Monica Adjeng Erwita ◽  
Riny Chandra ◽  
Suri Amilia
Keyword(s):  
Mass Media ◽  
Public Relations ◽  
Press Release ◽  
Marketing Communications ◽  
Press Conference ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Media Relations

Penelitian ini membahas mengenai studi kasus public relations Universitas Katolik Widya Mandala Surabaya pada penggunaan media cetak dan media elektronik. Public Relations merupakan garda depan untuk menginformasikan nilai-nilai institusi kepada publik. Nilai institusi ini terwujud dalam raihan prestasi dan inovasi yang telah dicapai oleh civitas akademika. Peranan public relations menjadi sangat penting untuk menyebarkan nilai-nilai tersebut melalui media cetak dan media elektronik, yang memiliki jangkauan tak terbatas. Penelitian ini merupakan penelitian kualitatif eksploratif yang dilakukan dengan tujuan untuk: 1) Mengidentifikasi proses kegiatan promosi dalam ranah public relations; 2) Mengidentifikasi efektivitas integrated marketing communications strategy menggunakan media cetak dan media elektronik. Hasil dari penelitian yang dilakukan adalah public relations UKWMS melakukan aktivitas kehumasan dengan melakukan proses penyebaran press release, media relations, dan press conference. Aktivitas tersebut merupakan proses kegiatan promosi yang dilakukan dalam ranah public relations. Untuk penghitungan efektivitas, dihasilkan kriteria press release dengan relevansi efektivitas 97,2%, media relations dengan relevansi efektivitas 80%, press conference dengan relevansi efektivitas 100%. Jadi, rata-rata relevansi efektivitas aktivitas public relations bagi publik eksternal yaitu media cetak dan media elektronik memiliki persentase sejumlah 92,4%.   Keyword: integrated marketing communications strategy, promotion, public relations, mass media

scholarly journals VALUE ANALYSIS SERVICES THROUGH PUBLIC RELATIONS IN MARKETING, INTEGRATED MARKETING COMMUNICATIONS, AND IMAGE PERSONAL SATISFACTION TO IMPROVE THE COMMUNITY

2020 ◽  
Vol 1 (3) ◽  
pp. 368-387
Author(s):  
Bachtiar Sembiring
Keyword(s):  
Public Relations ◽  
Marketing Communications ◽  
Survey Method ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
West Java ◽  
Value Analysis ◽  
The People

The problem in this study is an indication of public dissatisfaction at the performance of West Java Provincial Parliament, it is seen from the aspiration slow implementation of the legislative function is less precise, long aspiration process, and less emotionally satisfying society. The purpose of this study was to investigate and analyze: The influence of public relations in marketing, integrated marketing communications, and personal image together against the value of service. The influence of public relations in the marketing, integrated marketing communication, personal image, and the value of service together to the satisfaction of the people. The method used is the method descriptive survey and explanatory survey method. The type of investigation used is causality, ie the type of research that suggested a causal relationship between the independent variable, in this case, the public relations in the marketing, integrated marketing communications, and image personal to the dependent variable, the value of community service and satisfaction. The unit of analysis of this research is the organization which meant Governmental Organization (NGO). While the unit of observation is the chairman/member of the NGO in West Java as many as 285 people. Managerial implications of this research is public relations in the marketing of which is reflected by the "solidify aspirations of the people" (X4), integrated marketing communication that is reflected by the "donation for the community" (X12), and the image of the person being reflected by the "power of orientation of the party" (X15 ) is proven to increase the value of the service which is reflected by the "valuable information" (Y3) with a contribution of 55%. Public relations in the marketing of which is reflected by the "solidify aspirations of the people" (X4), integrated marketing communication that is reflected by the "donation for the community" (X12), personal image that is reflected by the "power of party orientation" (X15)

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