Integrated Marketing Communications in Contexts of Eco Tours in Porto (Portugal): Challenges (Post) Covid-19

2020 ◽  
pp. 1-11
Author(s):  
Bruno Barbosa Sousa
Keyword(s):  
Qualitative Methodology ◽  
Communication Channels ◽  
Global Market ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Structured Interviews ◽  
Response Strategies ◽  
The North ◽  
The Face

In the face of an increasingly competitive and global market, where communication channels are massified and where information sharing between consumers occurs in such a fast and uncontrolled way, brands need to reinvent their communication plans, with the aim of focus on the emotional side of the consumer. Thus, in this context, the integrated communication mix emerges as a competitive strategy to meet the needs of consumers. Therefore, the main objective of this chapter is to understand the role of the Integrated Marketing Communications in the context of an organization linked to ecological tours. This chapter presents contributions to the area of marketing and communication (integrated), tourism (ecological) and a response to the pandemic and post-pandemic scenario (i.e., covid-19), at the level of response strategies in the context of a pandemic in 2020 (through digital communication channels). A qualitative methodology was adopted, using semi-structured interviews with organizational managers in the context of ecological tours in Portugal (i.e., Ekoeasy case study). Ecotourism as a concept is neither easy to define, nor to implement. Ecotourism is a complex concept as it involves specialised niche markets that can share a lot of characteristics, preferences and motivations or vary for the same reasons. Future studies should allow to complement the present investigation, through empirical study and quantitative nature (i.e., questionnaires to tourist consumers in the North of Portugal).

Implementing integrated marketing communications (IMC) through major event ambassadors

2017 ◽  
Vol 51 (3) ◽  
pp. 605-626 ◽  
Author(s):  
Paul Turner
Keyword(s):  
Cultural Barriers ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Major Event ◽  
Structured Interviews ◽  
Community Members ◽  
Content Type ◽  
Sporting Event ◽  
Practical Implications

Purpose This paper aims to identify how integrated marketing communications (IMC) was applied to a major multi-cultural sporting event, the Asian Cup 2015, through event ambassadors integrating the Kliatchko (2008) four-pillars model of IMC. Design/methodology/approach Semi-structured interviews were conducted with 14 people involved with the event, with questions designed to ascertain ways in which the multicultural communication occurred. Findings The four-pillars model is applicable in this case. Interviews identified that while the cultural and football issues being faced by the organisers introduced many challenges, ambassador communication proved to be an extremely effective process of IMC. The integration of ambassador communications overcame many cultural barriers with respect to language, ticketing and communication, enabling engagement of communication channels. Research limitations/implications This research addressed a specific multicultural event in one specific market. While providing insights into how this event managed its IMC programme, investigation into other events is required to identify whether similar results would apply. Practical implications The way in which the event incorporated community members into the IMC programme provides a strong opportunity to examine whether this approach could be applied by marketing managers more broadly. Originality/value An examination of the IMC conducted in conjunction with a major event has not featured previously, and the original way in which this event conducted its communications highlights aspects that are relevant to marketers in all organisations.

scholarly journals STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) USAHA KEDAI SUSU MOM MILK UNTUK MENARIK MINAT KONSUMEN

2018 ◽  
Vol 13 (2) ◽  
pp. 167
Author(s):  
Firsto Rozi Kurniawan ◽  
Setyowati Setyowati ◽  
Hanifah Ihsaniyati
Keyword(s):  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Face ◽  
Marketing Activities ◽  
Asean Economic Community ◽  
Creativity And Innovation

<p>Abstract: This study aims to identify the activities of Integrated Marketing Communications Mom Milk in maintaining marketing activities and consumer interest. Then the strategy could be an alternative strategy for the other businesses in the face of the ASEAN Economic Community. The basic method used in this research is descriptive qualitative method. The location of this study purposively taking case study in Mom Milk considering that Mom Milk is milk bar businesses that are already using some of the activities of integrated marketing communications. Sources of data in this study is a resource, and field observations. Researchers collected data were interviews, records and documentation. Data analysis techniques in this study using an interactive model that consists of three basic components: data reduction, data presentation, and drawing conclusions with the verification to know each Integrated Marketing Communication activities carried out by Mom Milk. The results showed that the marketing communication activities conducted by Mom Milk is linked activities and support each other to inform Mom Milk to consumers. Each activity has functionality ranging from building awareness through radio advertising and magazine advertising, advertising to persuade consumers via the Internet and social media, and to maintain customer loyalty through the provision of incentives andprom  otion to its customers. Barriers faced by Mom Milk is the number of competitorsand people's lifestyles are highly volatile change. However, through creativity and innovation Milk Mom both of products and marketing styles, Mom Milk was never afraid to face it.</p><p>Abstrak: Penelitian ini bertujuan untuk mengindentifikasi kegiatan Integrated<br />Marketing Communications kedai Susu Mom Milk dalam mempertahankan kegiatan<br />pemasaran dan menarik minat konsumen. Kemudian strategi tersebut bisa menjadi<br />alternatif strategi bagi pelaku usaha lain dalam menghadapi ASEAN Economic<br />Community.Metode dasar yang digunakan dalam penelitian ini adalah metode<br />deskriptif kualitatif. Lokasi penelitian ini secara purposive mengambil studi kasus di<br />Mom Milk dengan pertimbangan bahwa Mom Milk merupakan usaha kedai susu yang<br />sudah menggunakan beberapa kegiatan komunikasi pemasaran terpadu. Sumber data<br />pada penelitian ini adalah narasumber, dan observasi lapangan. Peneliti<br />mengumpulkan data menggunakan teknik wawancara, pencatatan, dan dokumentasi.<br />Teknik analisis data dalam penelitian ini menggunakan model analisis interaktif yang<br />terdiri dari 3 komponen pokok yaitu reduksi data, sajian data, dan penarikan simpulan<br />dengan verifikasinya untuk mengetahui masing-masing kegiatan Integrated Marketing<br />Communication yang dilakukan oleh Mom Milk.Hasil penelitian menunjukkan bahwa<br />kegiatan komunikasi pemasaran yang dilakukan oleh Mom Milk merupakan kegiatan<br />yang saling berhubungan dan saling mendukung untuk menginformasikan Mom Milk<br />kepada para konsumen. Setiap kegiatan memiliki fungsi mulai dari membangun kesadaran melalui iklan radio dan iklan majalah, membujuk konsumen melalui<br />periklanan internet dan media social, dan untuk menjaga loyalitas konsumen melalui<br />pemberian insentif dan promosi kepada para konsumennya. Hambatan yang dihadapi<br />oleh Mom Milk adalah banyaknya pesaing dan gaya hidup masyarakat yang sangat<br />mudah berubah ubah. Namun melalui kreatifitas dan inovasi Mom Milk baik itu dari<br />produk maupun gaya pemasaran, Mom Milk tidak pernah takut untuk menghadapinya.</p>

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

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

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