Volunteer-Generated Media and Destination Image in Cross-Border Regenerative Tourism: Marketing Communication Evidence from the Iberian Peninsula

This article examines 10 journals on Integrated Marketing Communication (IMC) in Indonesia in 2019. Essentially, IMC consists of two core concepts, which have evolved into four stages of IMC implementation. The first concept, introduced in 1989, is known as the inside-out approach or tactical coordination of marketing communications. The second concept, emerging in 2004, is called the outside-in approach, encompassing internal support to external activities (Second Stage), application of information technology (Third Stage), and financial and strategic integration (Fourth Stage). Thus, this paper seeks to address: (1) What is IMC as described and applied?; (2) What communication elements are used?; (3) Is the brand the main message in the IMC program?; and (4) Is the IMC used inside-out or outside-in, and where are the boundaries? Using a systematic literature review method, the results indicate that IMC is marketing communication or promotion. The communication elements include advertising, personal selling, sales promotion, public relations, interactive marketing, corporate design, sponsorship, exhibitions, websites, merchandising, packaging, and social media. No articles used the brand as the main message in IMC, categorizing it as an inside-out approach since many did not involve the brand and only analyzed marketing communication or promotion. IMC in Indonesia does not align with the global development of the IMC concept but follows communication technology trends through the use of internet-based media, such as social media.

Mastering IMC: A Comprehensive Guide to Integrated Marketing Communication is a grounded exploration of how organisations can strategically coordinate diverse marketing tools to deliver a unified, consistent, and impactful brand message. Bridging theory and practice, the book provides a holistic understanding of communication strategies across both traditional and digital platforms.Beginning with a strong foundation in the fundamentals of marketing communication, the book traces the evolution, scope, and strategic importance of IMC in today`s competitive marketplace. Chapters examine the core elements of Integrated Marketing Communication (IMC), including advertising, public relations, sales promotion, direct marketing, and digital media, highlighting their interdependence and strategic alignment. Additional chapters address consumer behaviour, brand positioning, media planning, message design, and campaign evaluation, supported by real-world examples and illustrative case studies. The concluding sections focus on emerging trends such as social media integration, content marketing, and data-driven communication strategies, reflecting the evolving digital landscape. Key Features-Clear explanations of IMC concepts and strategic frameworks-Integrated perspectives on traditional and digital marketing communication tools -Practical case studies and real-world exampleslt-Visual summaries, reflective questions, and application-oriented insights-Aligns with current industry practices and market trends.

Consumer goods marketers who adopt an integrated marketing communications’ perspective often no longer regard widely disseminated brand/image advertising, particularly that which involves network television, as a major or central component of their marketing communications efforts. The increased reliance on targeting and the demand for advertising accountability that have accompanied the integrated marketing communications phenomenon also have spurred greater use of both in-house and computer service bureau consumer databases. The ‘integrated’ phenomenon becomes clearer when the integrated marketing communications’ conceptualizations are viewed in conjunction with the spending and strategy changes that accompany adoption of an integrated perspective. The framework also recognizes that integrated marketing communications’ perspectives are dynamic. By affecting advertising practices, the integrated marketing communications’ phenomenon has implications for advertising theory and research. Research is also needed to determine how long it takes for integrated advertisements and coordinated marketing communication campaigns to affect consumers.

Marketing communication is not limited to the implementation of promotional activities of a product or a message, it requires an integrated approach using various practically applicable and ever-expanding ways of marketing communication to be implemented through various communication channels for addressing the target audience more precisely. It is the integrated marketing communication (IMC) activities that help increase the organization's competitiveness and result-oriented efficiency both in private and public sectors. In response to changes in the external environment, organizations can use IMC as a strategic management process that helps to facilitate the transition from tactical advertising components into a single strategy. Purpose of the article: The purpose of the research was to study and assess IMC in the context of digital marketing and its influence upon product promotion. The object of the research is integrated marketing communication. The subject of the research is the influence of IMC upon product promotion. The study is based on scientific papers published by Latvian and foreign scholars, general and special literature, and periodicals. To attain the goal of the research, the following qualitative methods of economic research were used: case study, grouping and profiling, evaluation, market investigation, research and observation, and comparative analysis. The hypothesis set prior to the research aims at increased loyalty of the target audience as a result of IMC; however, it is not widely used and has spillover setbacks particularly in public domain. The research question therefore is to detect what are the key impact factors` peculiarities in IMC efficacy and its impediments. Findings: The research confirmed the hypothesis that IMC in the context of digital promotion facilitates consumer loyalty, but just up to a critical point of digital intervention`s negative aspects; also, IMC for digital promotion has a growing trend, but is still a relatively little used type of communication in the marketing communication strategy of organizations. The results of the research are of both theoretical and practical value.

The purpose of this research is to describe and analyze the benefits of image to integrat marketing communication through Instagram social media in creating brand awareness, good relationships with consumers in the applied business. In this case, the researchers focused on using the integration of Instagram marketing and effective social media communication. This research used qualitative approach with descriptive methods through interviews and literature studies. The results of this study indicate that the use of Integrated Marketing Communication (IMC) through social media has an influence in determining brand awareness, brand image, and deep relationships with customers. IMC through Instagram can help companies manage the message of a product to create brand awareness in customers.

Theorists and advocates of Integrated Marketing Communication (IMC) behold that IMC was an innovation to rescue the downward of advertisement industry and to strengthen the strategic and tactical power of branding. IMC offer the option of integrating several marketing communication approaches in one message content for the purpose of developing effective brand equity. However, IMC is a theoretically celebrated panacea that has experienced a longstanding conceptual and practical muddling, which includes the practicality, definitions, implementations and measurement of its effectiveness. Pertinently, an explicit strategy and tactics of implementing the principles of IMC in advertisement still remain obscure. In a quest to quench the conceptual haziness of IMC and its implementation in advertisement-being one of the very crucial tool in marketing communications, this paper presents the review of the implementation process of IMC in the general marketing communication fields, advertisement and branding in particular. Relevant theoretical and practical gaps were deduced from past studies to inform future studies of possible ways to resolve the theoretical and practical inconsistencies in implementing the principles of IMC in an effective advertisement and brand equity. Keywords: Integrated Marketing Communication; Brand Equity; Advertisement Effectiveness; Message Strategy.

This paper applies the concept of integrated marketing communications to international communications and develops a modified concept, globally integrated marketing communications. To define globally integrated marketing communications, three definitions of integrated marketing communications are considered and modifications are offered. The major extension provided by the new definition is a focus on the horizontal (across countries) dimension of marketing communications. This merges the integrated marketing communications approach with the international marketing strategy and communications perspectives. Based on the derived definition and analysis of the standardized adaption issue in global communications, a contingency approach to globally integrated marketing communications is provided which incorporates both horizontal (across countries) and vertical (across promotion disciplines) factors that impact on global communications strategy decisions. Applications are developed and implications are drawn ...

Purposes. Aim of this research is to examines the effect of integrated marketing communications and Service Quality to the company 's image in Islamic banks in Bandung.Design/methodology/approach.This study is conducted in Bandung city and using Quantitative research design.The purpose of this study is to understand the perception of respondents towards their experience about corporate image in Islamic banking. this study were obtained by distributing survey questionnaire to a sample of 50 Owner Bank Syariahiness Enterprise in Bandung. Study assigned with purposive sampling which is particuar individuals are chossen with the characteristic relevant to the study who are thought will be most informative. Data analysis has been used Path Analysis. 
 Findings this research. Corporate Image model on Islamic Bank in Indonesia is formed by performance of marketing communications and Service Quality. The second conclusion is Based on empirical evidence that obtained a correlation coefficient of 0.801, This shows that there is a very strong relationship between Integrated Marketing Communication and Service Quality simultaneously on Company Image. Coefficient determination for this model gained 0.641, this shows that Integrated Marketing Communication and Service Quality have an effect of 64.1% on Company Image, while the remaining 35.9% is explained by other things.
 F test is 41,957, this shows that simultaneously there is a significant influence between Integrated Marketing Communication and Service Quality on Company Image. And partialy the Integrated Marketing Communication variables directly affect of 62,1%. While the direct influence of Service Quality on the Company's image is 28,6%. 
 Conclussion
 There are two conclusions of this study, the first is Model of the company's image is affected by marketing communications and service quality. The second conclusion Integrated Marketing Communication and Service Quality have an effect both partially and simultaneously on corporate image.

This study, raising a problem, namely the Analysis of the Integrated Marketing Communication Model for Umrah Al Bahjah Tour & Travel Cirebon which is an important point in carrying out integrated marketing communications. Because, the very competitive competition in the tourism industry, namely the tour & travel business, must increase product advantages, excellent service and must also be able to promote these advantages by means of proper marketing communication. The challenges of tour & travel companies, especially Umrah, are getting more severe, namely the rapid development of information technology in the community. Umrah bureau actors must be ready to face it. The purpose of this study was to determine the effectiveness of the Integrated Marketing Communication Model for Umrah Al Bahjah Tour & Travel Cirebon. This study aims to describe and analyze the relevance between strategy and implementation of the Integrated Marketing Communication Model for Umrah Al Bahjah Tour & Travel Cirebon. Using theories relevant to the research theme, namely Communication Theory, Tour & Travel Business Theory, Business Communication Theory, Marketing Communication Theory, Marketing Communication Mix Theory, Integrated Marketing Communication Theory, Marketing Theory Sharia Principled Umrah Products. This study uses a qualitative approach with descriptive methods and phenomenological paradigms. Located at the head office of Albahjah Tour & Travel Cirebon. In this study, the focus taken is the Promotion aspect where the strategy currently being applied is the Integrated Marketing Communication strategy. Formulating an Integrated Marketing Communication strategy for a tour & travel company must be adjusted to the vision & mission, segmentation, targeting, and positioning of the company itself. The results of this study are: 1) Efectivity of the Integrated Marketing Communication Model for Umrah Al Bahjah Tour & Travel Cirebon. 2) There is an integration between strategy and implementation of Integrated Marketing Communication in marketing its Umrah products. 3) It is necessary to increase marketing through digital media such as Instagram, Facebook, websites, even in the future so that they can join e-commerce in order to reach a wider market.

The brand image is the most valuable asset of a company while a well-established integrated marketing communications (IMC) mechanism aims to establish brand images and enhance a firm's competitive advantage. However, the application of the IMC concept in high-technology marketing is not mature. Available past researches are very limited. How the IMC can influence the brand of a high technology firm was seldom addressed. Further, the IMC components influence each other. So, this research aims to define a decision making framework for deriving the influences between the IMC components as well as the impacts of the IMC components on the brand of a high technology firm. A fuzzy Decision Making Trial and Evaluation Laboratory (DEMATEL) based multiple criteria decision making (MCDM) framework being integrated with the Analytic Network Process (ANP) will be proposed for deriving the network relationship map (NRM) between the IMC components. Meanwhile, the weights versus each IMC component can be derived. The empirical study results demonstrate that marketing communication is the major aspect for influencing brand promotion while the advertisement is the most important factor in the communication aspect which can influence the high-technology brand promotion. The analytic framework can be used in IMC strategy definitions of high technology firms' brand developments.

PurposeThis conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem.Design/methodology/approachAfter a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use.FindingsA customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to.Research limitations/implicationsThe paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research.Practical implicationsCIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication.Originality/valueThe customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.

The purpose of this research is to see the Communication Strategy of the Tongaci Beach Tourism in Sungailiat Bangka Belitung. This research method is qualitative with the approach of observation, interviews, literature study and documentation. The research subjects consisted of tourist attraction using the theory of Integrated Marketing Communication (IMC) in the field of tourism marketing communication by Bungin (2015) as the theoretical basis of the research entitled Tongaci Beach Communication Strategy in Sungailiat Bangka Belitung. This research is a research on the analysis of communication strategies in tourism objects. aims to see how the Tongaci Beach tourism marketing communication strategy. This beach is the most popular beach for tourists. Efforts to develop Tongaci Beach support active support and cooperation between owners, managers and the community to optimize the use of promotional media. Bungin suggested tourism marketing communication with several concepts. Researchers chose the concept of Integrated Marketing Communication (IMC). IMC theory examines the whole in the context of marketing communications. This field of study describes the Communication Mix, Marketing Mix, and matters concerning IMC. This field is a field that thoroughly discusses IMC in a complete theoretical and practical context.

This article examines whether two key partners in the marketing communication process, advertising and public relations’ practitioners, perceive Integrated Marketing Communication (IMC) in the same way. It compares perceptions across a wide range of implementation, organizational, and strategic issues in IMC to test if perceptions have moved past Stage 1 of IMC development (Kitchen & Schultz, 1999). Although both advertising and PR practitioners concur with each other and the literature on a wide range of perceptions of IMC, they still believe that advertising and public relations practitioners have dissimilar views about IMC. The PR practitioners position themselves as a separate breed of marketing communicator, requiring divergent skills from advertising practitioners and thinking differently about IMC.

The general objective pursued in the doctoral thesis "Management of Marketing Communication in the Context of the Development of the Communication Industry and Post-pandemic Challenges" is to establish the impact that marketing communication can have on sustainable economic development at the national level and to validate a communication-based marketing model that would facilitate this process. To this end, we specifically aim to analyze the communication industry: its structure, constituent elements, dimensions, and trends; to develop through exploratory research, an Integrated Marketing Communication (IMC) Model; to validate the IMC Model among representatives of the business environment and the academic community; and to develop, based on the obtained results, some practical recommendations and reference principles for the national economy decision-makers, for representatives of the academic field, and for marketing professionals within the business environment. The key findings are a Matrix of Integrated Marketing Communication Channels, Carriers and Vehicles which maps all current marketing communication tools and provides a classification of IMC vehicles and media; and a IMC communication model based on a flow of seven distinct processes which incorporate all nowadays practices and activities related to IMC.

This study determines the role of public relations as a marketing communication functionin University X’s integrated marketing communication approach. The research topic wasselected for numerous reasons. Firstly, dramatic changes have occurred in the tertiaryeducational domain, which causes universities to adapt their marketing communicationapproaches. Based on these environmental changes, the Public Relations Division atUniversity X commissioned the study on the research topic, which is the secondconsideration for the study. The debate on integrated marketing communication shows,in the third place, that this approach is increasingly important. On closer investigationthere is a definite need for a thorough literature review with an authentic integratedmarketing communication approach, driven by the integrated organizational functioningand processes. From a public relations perspective, on closer investigation, there is aneed for the direct empirical examination of the role of public relations as a contributingfunction of integrated marketing communication in order to narrow the gap betweenliterature and empirical evidence. The study was enhanced by two phases of researchconducted within University X to meet the objectives of the study. The first, quantitativephase determined the extent to which University X’s communication activities areintegrated. The measuring instrument used is the integrated marketing communicationmini-audit scale. In the second, qualitative research phase, the role of public relationsas a marketing communication function within University X’s integrated marketingcommunication approach was determined. The issue that became apparent throughoutthis study was that integrated marketing communication in any organizational contextis of strategic importance for the “unity of effort” of the greater well-being of theorganization. It was found in this research project that there are fundamental concernsfor University X regarding integrated marketing communication, and that public relationsis practised on a technical, traditional level