A Comparative Study Of Traditional Mass Media, The Internet And Mobile Phones For Integrated Marketing Communications

Integrated marketing communications is now experiencing one of the most interesting developments as most media for communicating with the target audience are gradually evolving.  The revenues of the traditional mass media with wide coverage such as over-the-air broadcast television and newspaper are dropping as advertising revenues for these mass media do not provide promising results as expected by the marketers.  The target audience of these mass media is drifting away to more segmented media such as cable and satellite television, special magazines and the Internet.  New communication technologies have broadened opportunities for the Internet and mobile phones to grow significantly during the past decades and have been utilized for marketing communication purposes.  This study intends to explore the characteristics of the traditional mass media, the Internet and mobile phones to better understand the strengths and weaknesses of their channel characteristics.  Then, using the Schramm’s Communication process model, we will analyze and compare the significant elements of communication process of the three types of media. The comparison will provide a better picture of the related factors in communication which can help us design the integrated marketing communication programs more effectively.  Finally, the implications for brand building and customer relations will be provided.   It is expected the study will provide an insight for marketers to understand what is evolving in the media world and to prepare them to respond to those changes.

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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.

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Modeling Integrated Marketing Communications for SME Environments

Service Marketing Strategies for Small and Medium Enterprises - Advances in Business Strategy and Competitive Advantage ◽

10.4018/978-1-5225-7891-8.ch004 ◽

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.

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Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

Pakistan Journal of Humanities and Social Sciences ◽

10.52131/pjhss.2018.0604.0063 ◽

2018 ◽

Vol 6 (4) ◽

Author(s):

Ayaz Ahmad ◽

Salniza Md. Salleh ◽

Selvan a/l Perumal

Keyword(s):

Information Technology ◽

Marketing Communications ◽

Marketing Communication ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

The Past ◽

Technology Marketing ◽

Industry Professionals ◽

Research Avenue

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

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

SOCIETY INTEGRATION EDUCATION Proceedings of the International Scientific Conference ◽

10.17770/sie2019vol6.3717 ◽

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.

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Integrated Marketing Communication as An Element of Visitors’ Selection of Heritage Destination: A Theoretical Framework

International Journal for Research in Engineering Application & Management ◽

10.35291/2454-9150.2020.0008 ◽

2020 ◽

pp. 39-46

Keyword(s):

Communication Theory ◽

Heritage Tourism ◽

Marketing Mix ◽

Marketing Communications ◽

Marketing Communication ◽

Integrated Marketing Communications ◽

Review Of Literature ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Selection Of

Integrated marketing communications (IMC) is a major communication archetype rooted from communication theory. Integrated Marketing Communications (IMC) is known as one of 4ps marketing mix elements. Heritage tourism is based on significant histories, or humanity to attract visitors to discover, to explore, and to enjoy attractions. The purpose of this paper is to identify the components of Integrated Marketing Communication (IMC) as an element for selection of heritage destinations by the visitors. This paper adopts a qualitative approach in identifying the components of IMC which are essential in selection of heritage destination. The identification is primarily based on extensive review of literature based on IMC, Heritage Tourism, and Destination Marketing.

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IMPLEMENTASI PROMOSI BAURAN KOMUNIKASI PEMASARAN KARTU KREDIT DI INDONESIA (Studi Deskriptif Bank Mandiri, HSBC, Citibank, BCA dan BNI)

Commed : Jurnal Komunikasi dan Media ◽

10.33884/commed.v2i2.473 ◽

2018 ◽

Vol 2 (2) ◽

pp. 106

Author(s):

Ilham Prisgunanto

Keyword(s):

Credit Card ◽

Communication Theory ◽

Marketing Communications ◽

Marketing Plan ◽

Marketing Communication ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

Is Success ◽

Market Expansion ◽

Qualitative Descriptive

Credit cards are one of the most familiar payment tools for information society. They used integrated marketing communications method to get new costumers. They prepared this method to market expansion. Intergrated marketing communication depend on understanding of company about marketing of communication. This research aims to explore implementation of used integrated marketing communications. This research used theory of marketing communication, theory of integrated marketing communications, promotion and marketing plan. This reaearch method is qualitative descriptive. They collected data from staff and management of bank who produce credit card used interview method (Mandiri, HSBC, BCA, Citibank dan BNI). The result is Local Banks which produce credit card did same promotion method with the International bank method. The big issue about credit card is They must used international big brand from Citibank to arrange their system. The Marketing communication is success because of pattern of organization, cross sectoral integration in corporate. Because of that situation, its important to marketing communication at banking.

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Contemporary PR: Communication Perspectives and Challenges in the Context of IMC, Branding and New Consumers

21st Century Media and Communications ◽

10.54664/zfhq3359 ◽

2019 ◽

Vol 3 (1) ◽

Author(s):

Stefan Serezliev ◽

◽

Keyword(s):

Conceptual Framework ◽

The Other ◽

Communication Process ◽

Marketing Communications ◽

Modern Concept ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

The One ◽

Total Integration ◽

New Consumer

The author aims to explore some of the main perspectives of contemporary PR in the general conceptual framework of Integrated Marketing Communications (IMC), branding and new consumers. On the one hand, PR makes constant attempts to emancipate itself as a main key strategic discipline in the communication process, while on the other hand the modern concept of branding requires total integration of all disciplines in the IMC, with a common direction towards the new consumer.

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Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi

Jurnal ILMU KOMUNIKASI ◽

10.24002/jik.v13i2.835 ◽

2017 ◽

Vol 13 (2) ◽

pp. 253

Author(s):

Rebekka Rismayanti

Keyword(s):

Marketing Strategy ◽

Marketing Communications ◽

Marketing Communication ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Case Study Method ◽

Depth Interview ◽

Single Strategy

Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran

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