The relationship among professional baseball team integrated marketing communications, spectator fanship, and word of mouth intention

2019 ◽  
Vol 36 (2) ◽  
pp. 125-138
Author(s):  
Ill-Kyang Kim ◽  
Joo-Young Kim
Keyword(s):  
Word Of Mouth ◽  
Marketing Communications ◽  
Professional Baseball ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Baseball Team ◽  
The Relationship

Co-creating value and developing social capital: Centre of Science for Villages (CSV), Wardha

2017 ◽  
Vol 7 (3) ◽  
pp. 1-22 ◽  
Author(s):  
Anagha Shukre ◽  
Naresh Verma
Keyword(s):  
Social Capital ◽  
Consumer Behaviour ◽  
Word Of Mouth ◽  
Opinion Leaders ◽  
Marketing Communications ◽  
Innovative Technology ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Content Type ◽  
Rural Markets

Subject area Marketing management, consumer behaviour, rural marketing and integrated marketing communications. Study level/applicability The case is for the use of undergraduate and also postgraduate students of management in courses of marketing management, consumer behaviour, rural marketing and integrated marketing communications. This case may also be used in human resources’ management course lectures which focus on social capital. Case overview This case on the Centre of Science for Villages (CSV), Wardha, attempts to identify how value can be co-created through innovative technology and how social capital can be developed for rural markets through the use of integrated marketing communications tools, particularly word-of-mouth and the influence of opinion leaders. Effective campaigns can be designed for the target audience based on the 3A framework (Awareness, Adoption and Addition of Value) and McGuire’s Model of Persuasion. The CSV has been typically chosen for the study because its products are unique, innovative and eco-friendly and blend well with the rural lives. It has been able to enrich the lives of rural population by generating employment and in creating entrepreneurial opportunities. The biggest challenge, however, lies in educating rural consumers to accept and adopt its innovative technology in their daily lives. Expected learning outcomes The case study has been written to enable students to understand the concepts of value co-creation and social capital in the context of Indian rural markets. The students will learn the dynamics of rural markets by pondering over these points: understand the concept of value co-creation for rural markets; comprehend the creation of social ecology for managing knowledge in an organisation; identify the development and role of social capital and use it as a promotional tool, particularly word-of-mouth and opinion leaders(reference groups); recommend the use of different marketing mix variables for an organisation, operating in rural markets; and connote designing of effective campaigns for the target audience, based on the 3A framework and the Persuasion Model (6 steps) suggested by McGuire. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

scholarly journals Segmentation Based On Media Consumption: A Better Way To Plan Integrated Marketing Communications Media

2011 ◽  
Vol 21 (2) ◽  
Author(s):  
Kurt Schimmel ◽  
Jeananne Nicholls
Keyword(s):  
Word Of Mouth ◽  
Multiple Correspondence Analysis ◽  
Demographic Variables ◽  
Shopping Behavior ◽  
Media Consumption ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Font Size ◽  
The Relationship ◽  
Message Strategies

<p class="MsoNormal" style="text-align: justify; margin: 0in 0.6in 0pt 0.5in; mso-layout-grid-align: none;"><span style="font-size: 10pt;"><span style="font-family: Times New Roman;">This paper provides an example of utilizing survey data to develop the initial media and method (Advertising, PR, Interactive, Word of mouth) mix.<span style="mso-spacerun: yes;">&nbsp; </span>Utilizing K-Means Cluster analysis and discriminant analysis to profile the clusters three segments were identified based on media consumption.<span style="mso-spacerun: yes;">&nbsp; </span>Differences in the segments were also found to exist regarding the perceptions of the benefits and concerns regarding e-commerce.<span style="mso-spacerun: yes;">&nbsp; </span>This indicated that in addition to different media/method mixes, different message strategies are also appropriate for the segments. The segments were then profiled utilizing Multiple Correspondence Analysis to determine the relationship between the segments and the demographic variables and also between the segments and shopping behavior</span></span></p>

scholarly journals Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context

2005 ◽  
Author(s):  
◽  
Anca Cristina Micu
Keyword(s):  
Repeated Measures ◽  
Strategic Communication ◽  
The Other ◽  
Marketing Communications ◽  
Purchase Intent ◽  
Exposure Condition ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Indirect Relationship ◽  
The Relationship

This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or publicity or both. Also, the indirect relationship between brand communication exposure condition and purchase intent was modeled via path analysis. 634 students participated in an online experiment. Repeated measures MANCOVA analysis results indicate that the two synergistic conditions, which included an ad-article or article-ad combination, were more effective in terms of brand communications impact than the pure advertising condition. The pure publicity condition was found to be more effective than any of the other three. Hence, brand communications managers are encouraged to include publicity in their strategic communication campaigns. .

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.

Bridging the Gap in IMC Education: Where is the Academy Falling Short?

2009 ◽  
Vol 13 (1) ◽  
pp. 73-81 ◽  
Author(s):  
Andrea J.S. Stanaland ◽  
Amanda E. Helm ◽  
Lance Kinney
Keyword(s):  
Planning Process ◽  
Holistic Approach ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Power Shifts ◽  
Media Type ◽  
Strategic Goals ◽  
Client Side

Integrated marketing communications isn't new, but it's gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of taking a holistic approach to engaging consumers… For too long, marketing functions have been vertically organized by media type. This siloed approach is mirrored on the agency side, with rewards based on discipline-specific P&L models. These silos must be torn down…The client-side strategic integrator must involve and lead a team of colleagues who have the responsibility, vision, understanding and commitment to engage in a media-agnostic planning process. And this team of enlightened marketers must be willing to let strategic goals-not historic patterns- drive budget allocations. –Bob Liodice, Advertising Age, June 9, 2008

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