Integrated Marketing Communications Implementation Research Articles

Integrated Marketing Communications (IMC) strategies analysis at PT. Eshan Mega Propertindo

Integrated Marketing Communication (IMC), also called integrated marketing communication, is the process of developing and implementing various forms of persuasive communication programs to customers and potential customers on an ongoing basis. Therefore, the aim of this research is to analyze the strategy for implementing Integrated Marketing Communication at PT. Eshan Mega Propertindo. This research method is descriptive qualitative. This research uses key informants to obtain the required information. The data used is primary data and secondary data. Primary data was obtained from interviews with the director of PT. Eshan Mega Propertindo regarding company profile and secondary data obtained from IMC implementation data in the company. At the data analysis stage, researchers used SWOT analysis. The result of this research is an analysis of integrated marketing communication strategies in advertising, sales promotion, public relations, sponsorship and direct marketing activities. Based on the results of research and analysis carried out by the author, it can be concluded that the data obtained from interviews were processed using IFE and EFE mat rix analysis and the results obtained were that the company had a strength of 1,72, weekness of 1,38, opportunities of 2,00 and threats of 1,60. It can be concluded that the company is in quadrant I of the SWOT analysis.

Revising the basic principles of integrated marketing communications during a health-related crisis: the case of Croatian tourism and hospitality industry

PurposeAligning corporate communications through different information sources is a great challenge for marketers, especially those operating in the tourism sector, which has been harshly affected by the recent COVID-19 pandemic. This paper provides a deep analysis of the implementation of seven basic principles of the integrated marketing communications (IMC) paradigm in a crisis situation.Design/methodology/approachIn-depth interviews with tourism and hospitality service providers were conducted in the fourth quarter of 2021 in Croatia, a destination that showed remarkable results in terms of the number of international tourist arrivals during the pandemic.FindingsMost firms successfully transitioned from tactical to strategic IMC implementation. Some problems were reported in the coordination of communication tools and channels. Whereas the use of digital technology was enhanced, database management did not receive sufficient attention. Message clarity represented the greatest challenge, while consumer-centric communication was the most neglected principle. Relationship building was pursued mainly through B2B rather than B2C communication, whereas brand equity development pursued through communication mix mostly focused on increases in awareness, perceived quality and attitudinal loyalty.Research limitations/implicationsThis research is qualitative in nature and provides opinions on IMC adoption from the managerial perspective only.Practical implicationsThis paper provides guidelines for the successful integration of marketing communications (marcom) in an extremely ambiguous and uncertain environment.Originality/valueThe contribution of this work lies in the proposal of a new refined and expanded theoretical framework of IMC principles and numerous marcom strategies for operating during the COVID-19 pandemic, thus providing relevant implications for academia and industry.

The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context

PurposeTaking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context.Design/methodology/approachThe sample consists of the primary data from developed (Spain) and developing (Belarus) economies. A total of 540 manager respondents participated in the survey. The article uses structural equation modeling and multi-group analysis for analysis.FindingsWhen taking into consideration, customer performance affects the IMC outcome on the market and financial performance. The customer performance role varies in firms of various sizes and small- and medium -sized enterprises (SMEs) operating both in developed and developing economies.Research limitations/implicationsThe research underlines the significant role of customer performance in IMC implementation, which stimulates further investigation on the topic. It also closes the gap in the IMC outcomes analysis in SMEs operating in developed and developing economies.Practical implicationsCustomer evaluation plays a vital role in the IMC outcomes for market growth and financial returns. SMEs and larger companies implement IMC with different levels of effectiveness. SMEs with IMC implementation can gain an advantage over larger rivals and improve their market position. Moreover, the study generalizes the results by applying inter-country context.Originality/valueThis is a pioneering study of the complex IMC outcomes model under firms' size moderate conditions. The research applies an inter-country context.

Implementation of Integrated Marketing Communication (IMC) In Higher Education as An Adaptive Move in The Era of Industrial Revolution 4.0: A Case Study in Manado State Polytechnic

Marketing concepts is considered to be applicable in non-profit organizations in achieving their social mission. Manado State Polytechnic (POLIMDO) as a nonprofit institution develop an integrated marketing communication strategy (IMC) as an adaptive step in the industrial revolution era 4.0. A sensitive organization community needs, which utilizes the media in conveying its values and identity as a vocational tertiary institution in North Sulawesi. This research provides an overview of the concept of customer-oriented in the perspective of nonprofit organizations, describe how the implementation of IMC in higher education institutions.

IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATIONS IN THE HOSPITALITY INDUSTRY: A LITERATURE REVIEW

The hospitality industry is one of the most dynamic and competitive sectors, it has become more important to communicate marketing messages that are clear, unified and integral throughout all the communication channels to the target audiences. The paper aims to review the previously conducted research efforts on implementation of the concept of integrated marketing communications (IMC) in the hospitality industry. The aim of this research study is to collect and analyse the main concepts and conclusions of theoretical and practical research in the hospitality IMC implementation in the recent years. The methodology for paper selection was the following: 1) databases - Scopus, ScienceDirect, EBSCOHost, Emerald Insight - were examined; 2) main search criterion was “IMC hospitality implementation”, 3). additional research criteria were time of publication and peer-reviewed papers. Qualitative data analysis methods were used to assess the selected papers, while the review itself can be classified as narrative. Eight papers were selected for the analysis, showing an overview of the latest trends in research on IMC implementation in the hospitality industry. The findings indicated correlation between IMC strategy implementation and the impact on target audiences. This literature review can be used as the theoretical background for future researches.

The implementation of integrated marketing communication (IMC): evidence from professional football clubs in England

ABSTRACT Integrated marketing communication (IMC) is considered to hold strategic value for contemporary organisations. Yet, the actual implementation of IMC by client organisations remains under researched and represents somewhat of a black box for academics and practitioners alike. The study examines the perceptions of the IMC implementation process from practitioners working within professional football clubs. The findings reveal four diverse scenarios of IMC implementation and in so doing uncover neglected oxymora in the way in which IMC theory is translated in practice. The four scenarios: strategic integration, practitioners’ strategy paradox, unintentional IMC implementation paradox, and IMC absence, are each linked to a different level of practitioner IMC application. The four scenarios provide a more nuanced perspective of IMC advancement, unpacking the black box of IMC implementation and extending the IMC stage model to better present the IMC implementation landscape as examined among professional football clubs. This study allows for a more comprehensive and rounded understanding of IMC implementation, which can inform future practical application and research investigation.

Through the looking glass: Understanding Thai academics' viewpoints on integrated marketing communications

After its debut in the 1980s, the concept of integrated marketing communications (IMC) has been widely adopted by local and international businesses. Previous studies on IMC, however, have primarily focused on marketers and advertising agencies. Thus, this research aimed to investigate academics' perspectives on four key areas of IMC: (a) the definition of IMC, (b) the key principles of IMC, (c) the benefits and barriers to IMC implementation, and (d) the future of IMC. Six qualitative in-depth interviews were conducted with academics who had had at least eight years of direct experience in teaching IMC or marketing communications-related courses from top-ranked public and private universities in Thailand. The findings revealed that they had a good understanding of IMC. Surprisingly, this was limited to the strategic perspective, not the corporate perspective. In terms of IMC definition, they agreed that no matter what it was called, the most important thing was to understand the concept and core principles. They also believed that IMC would remain in this digital era; in fact, IMC would likely be driven by technological advancement. In addition, an inflexible organizational structure, turf battles, and lack of support from top management were frequently referred to as barriers to IMC implementation.

A Study on the Performance and Outcome of Integrated Marketing Communication in the Apparel Retail Trade

Integrated marketing communication (IMC) is a dynamic concept which over the last couple of years has changed tremendously. Integrated Marketing Communication as a strategy appears to be an effective solution to marketers to stand out from the clutter and create an impact on the brand. There is limited empirical evidence supporting the effects of IMC drivers and resulting performance, which is the constraining factor for implementation of IMC in organizations. So, evaluation of IMC performance is imperative, in order to gain acceptance and support of top management to implement IMC in an organization. The main aim of the study was to explore the relationships between factors influencing IMC performance and the resulting outcome in terms of business performance, customer satisfaction and brand advantage. A coordinated message strategy gives the firm a competitive advantage and promises to rise above the clutter. IMC is no longer a side-function, but rather part of the core of the strategic business decisions as suggested based on the outcome of the research.

Insights on integrated marketing communications: implementation and impact in hotel companies

Purpose – The purpose of this paper is to provide insights on integrated marketing communications (IMC) by empirically examining the concept in a new context, that is hotel companies, and comparing its implementation and impact in Italian and Croatian hotels. Design/methodology/approach – The study uses survey methodology to assess IMC, approaching managers and guests in high-quality hotels. Findings – From the manager’s point of view, both Italian and Croatian hotels show a high level of IMC implementation and significant differences regarding some items. From the guest’s point of view, significant differences are obtained between the two hotel groups. In addition, IMC is found to influence positively and significantly customer satisfaction. Research limitations/implications – This research is limited to the Italian and Croatian hotel context. Future studies should approach a greater number of hotels to obtain more representative results. Practical implications – Managers need to adopt a holistic vision of marketing communications and regularly analyze consumers’ opinions to understand if their campaign works. Originality/value – This paper makes several original contributions, thus filling the existing gap in the literature. First, IMC is analyzed in a new environment, that is high-quality hotels. Second, the study is conducted in Italy and Croatia, where research on IMC is rather neglected. Third, in addition to managers’ opinions, guests’ perceptions are assessed, thus highlighting that consumers need to be considered as true “co-managers” of business strategies.

Integrated Marketing Communications (IMC): Why Does It Fail?

ABSTRACT Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications. Yet, much less is known about the failures of its practical implementation. The current research provides a novel explanation for such failures. A two-year ethnographic study was conducted with a large Swedish retailer and its IMC partners. The objectives were to reveal potentially divergent managerial mental models and to understand the consequences of such divergence on IMC implementation. The authors9 findings uncovered four basic mental models, which, in turn, revealed four aspects of IMC implementation dysfunction: miscommunication, compartmentalization, loss of trust, and decontextualization.

The Impact of Integrated Marketing Communication (IMC) Towards the Occupancy Rate of Hotels in West Java (IMC in Practice)

This research aims to know, to analyze and to inform the impact of IMC or the performance of the promotion mix of occupancy rate of hotels in West Java. The research can be summed up as follows: implementation of IMC done by hotels in West Java, affects OR at 18,9%. If observe each element of the IMC turned out that the elements of marketing communication through the exhibition has the dominant influence towards the OR at 0,730 and followed by the Public Relation at 0,347, this happens because the majority of hotels in West Java still tend to use simple promotional approach, only a small portion use the advertising via on-line. The hotel room occupancy rates in West Java in the last five years experienced the rise and down but in general the average level of OR still below 50% (fifty percent), both for the quality rated and non rated hotels. The study method used was descriptive and verificative method with type a descriptive survey and research explanatory survey with total sample of 803 people.

IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION (IMC) PADA MEDIA CETAK HARIAN RIAU POS DALAM MEMPERTAHANKAN PELANGGAN

Integrated Marketing Communication (IMC) is a development process and impelentationof variety persuasive communication program to customer and customer to be ongoing. Theimportant of implementation IMC at the corporate is realizing by daily newspaper Riau Pos.Because of that the aims of this research are to analysis implementation of IMC at Riau Posdaily to keep their customers and to identification of barriers. Methode of this research isdescriptive qualitative with eight informans. The result of this research defined aktivities ofadvertising, direct marketing, sponsorship, merchandising, public relation and websites, thataim to keep the customers. Implementation of IMC at Riau Pos have two barriers, problem ofhuman resources and technical matter at printing process. Keywords : Integrated Marketing Communication (IMC), daily newspaper, keep thecustomers

Loyalty in High-Quality Hotels of Croatia: From Marketing Initiatives to Customer Brand Loyalty Creation

In order to increase brand loyalty and build permanent relationships with their customers, hotel companies are embracing new marketing and communication initiatives, such as integrated marketing communications (IMC) and loyalty programs, both supported by advancements in information and communication technology (ICT). The purpose of this research is to study in greater detail loyalty, IMC, and ICT concepts in high-quality hotels of Croatia from the points of view of the hotel and the guest. The findings show a high degree of IMC and ICT adoption and a moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation as well as a positive impact of IMC on loyalty.

New Communication Practices And Customer Information Management: An Empirical Study In Croatian Hotels

Changes produced in the market have caused changes in the practice of marketing and communication management, as one single marketing communication tool could not achieve marketing communication purposes by itself. Consequently, the literature suggests a need to develop more effcient communication disciplines, which is why the Integrated Marketing Communications (IMC) approach appeared at the beginning of the 1990s. On the other hand, Information and Communication Technology (ICT) is one of the most significant driving forces of this approach, as it centers on consumer orientation and creation of databases, the basic characteristics of IMC. In addition, as customer information management exerts a key role in the planning, implementation, and control of marketing communication programs, it is becoming both necessary and inevitable practice. Therefore, this work intends to examine in greater detail the IMC, ICT, and customer information management in the tourism sector, specifically in four- and five-star hotels in Croatia. Thereby, the empirical study was carried out in Croatian hotels, aiming to investigate the application of ICT, the development of IMC, and information intensity. Descriptive analysis, derived from the information generated by hotels, shows a high level of ICT and IMC implementation and a more moderate degree of information intensity about customers.

ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions

The concept of integrated marketing communications (IMC) has received considerable attention in the marketing literature over the past decade. Boosted by advancements in information and communication technology (ICT), IMC is starting to be considered as an element that contributes to creation of brand equity. This research studies, in greater detail, the IMC, ICT, and brand-equity concepts in the hotel sector, while adopting a consumer-centric approach. In particular, it intends to describe the relationships that exist between these variables through the causal model of investigation. A total of 101 guests were interviewed in 13 hotels in Dalmatia, the largest region on the coast of Croatia. The analysis of guest perceptions, using the partial least square technique, confirms a positive influence of ICT on IMC implementation as well as a positive impact of IMC on dimensions of hotel brand equity: (a) brand image, (b) perceived quality, and (c) brand loyalty.

MARKETING PARADIGM: TRANSITION FROM MC TO IMC

A major change is occurring in marketing in general and also marketing communication (MC) due to the digital revolution and increased sophistication of consumers. In the paper the authors state that because of the prevalence of this marketing trend the systematization aspects of marketing communication integration and new marketing communication methods/approaches in the theoretical level declare about their urgency for better interpretation of marketing communication structure in marketing practice. In the authors’ opinion it is important to respond to this paradigm shift with enhanced integration and correct use of MC in order to maximize marketing efficiency. Integrated marketing communications (IMC) are capable of solving a wide range of problems in urgent marketplace. That is why the new marketing paradigm approach and analysis underline the importance of IMC development and implementation in companies. The aim of the paper is to reveal the importance and exigency of a new point of view on MC in general and its use in modern market – the integrated approach. Following the accomplished survey, the authors propose to establish an innovative point of view for defining and achieving companies’ aims according to the changes dictated by marketing paradigm.DOI: http://dx.doi.org/10.5755/j01.em.17.3.2128

‘IMC is dead. Long live IMC’: Academics' versus practitioners' views

The purpose of this research is to establish whether academics and practitioners are similar in their perceptions of what Integrated Marketing Communications (IMC) is and the role it has to play in today's dynamic landscape. This objective is achieved first by examining the IMC literature to establish the main themes that underpin the construct and to identify the topics that have been most discussed over the past 10 years. These findings are then utilised to perform a content analysis of 10 essays that were published by Campaign magazine in December 2010 by high-profile practitioners under the heading of ‘What's Next in Integration’. The findings indicate that there are differences in the perception of academics and practitioners on IMC, mainly in the area of internal audiences and its strategic role within an organisation. These findings are of interest to academics, clients, and agencies, as these areas of misunderstanding may be acting as a barrier to IMC implementation. This research identifies significant differences in how IMC is perceived by academics and practitioners in the advertising industry. This identification is important because organisations can only benefit from IMC fully if there is a common understanding across clients, agencies, and academics of what it is and how it works. Misunderstandings can create barriers to full implementation, and it is the responsibility of the industry as a whole to address this and enable meaningful dialogue to take place and progress to be made.

ANÁLISIS DE LOS HOTELES DE ALTA CATEGORÍA DE CROACIA DESDE EL ENFOQUE HOTEL-HUÉSPED

Croacia viene experimentando un auge turístico notable en los últimos diez años. Es crucial para su futuro desarrollo saber gestionar el sector hotelero de acuerdo con las nuevas exigencias del mercado. Este trabajo pretende analizar los hoteles de alta categoría de Croacia desde un doble enfoque hotel-huésped, centrándose en una nueva estrategia de marketing denominada Comunicación Integrada de Marketing (CIM), los avances en las Tecnologías de Información y Comunicación (TIC) y la lealtad. Los resultados demuestran el elevado grado de implantación de las TIC y de la CIM y el grado moderado de los programas de lealtad en los hoteles analizados. Además, confirman la influencia de las TIC en la implementación de la CIM y el efecto positivo de la CIM sobre la lealtad. The tourism sector of Croatia has been developing strongly in the last ten years. It is of crucial importance for its future development to be capable of managing the hotel sector according to the new market conditions. The purpose of this research is to study high-quality hotels of Croatia from the hotels' and guests' points of view focusing on a new marketing strategy named Integrated Marketing Communications (IMC), advancements in Information and Communication Technology (ICT), and loyalty. The findings show a high degree of IMC and ICT implementation and moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation, as well as a positive impact of IMC on loyalty.

Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dalmatian first-class and luxury hotels

The concept of integrated marketing communications (IMC) has been recognized as a key factor in the marketing literature. Boosted by advancements in information and communication technology (ICT), IMC has received considerable attention during the past decade. The purpose of this research is to study in greater detail the IMC and ICT concepts in the tourism sector, specifically in hotels. The empirical study was conducted in 17 high-class hotels in Dalmatia, the largest region on the coast of Croatia. Descriptive statistics analysis showed a high degree of IMC and ICT implementation in Dalmatian first-class and luxury hotels. Moreover, the ICT application increased with the hotel category, whereas the IMC implementation decreased. The findings are expected to provide useful information to hotel managers regarding the degree of IMC and ICT adoption, in order to provide new management possibilities and gain competitive advantages.