Integrated Marketing Communication Strategy Research Articles

Integrated marketing communications

PurposeThe purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a non‐integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign.Design/methodology/approachThe study uses the experimental methodology in order to compare two conditions (integrated campaign versus a non‐integrated campaign).FindingsThe results of this study show that a strategic consistency‐based integration has more positive effects on information processing, attitude and recall of the communication campaign compared to the non‐integration strategy.Research limitations/implicationsThis paper offers empirical evidence that might be useful for advertisers about the increased effectiveness of a strategic consistency‐based integration campaign. Research limitations in this paper provide avenues for future studies in order to validate the effectiveness of this strategic consistency‐based integration in others contexts.Originality/valueThe originality of this research resides in testing the synergistic effects of an IMC strategy by a new experimental methodology to operationalizing the strategic consistency in the message communicated between the two communication tools.

Anthropology and ethnography: contributions to integrated marketing communications

PurposeThe purpose of this paper is to explore the ways in which anthropological research, specifically ethnography, can be useful in an integrated marketing communication (IMC) approach.Design/methodology/approachStarting from a brief description of the different ways in which the discipline of anthropology has studied consumption, the paper turns to review how it can serve effectively to understand both the corporate as well as the consumer culture.FindingsThe role that the anthropological discipline plays in IMC strategies is presented, along with some examples of how different firms have used it.Originality/valueThis paper is an approach to understanding ethnography, not only as a market research methodology, but also as a corporate tool.

Corporate Image Reinforcement in an Era of Terrorism through Integrated Marketing Communication

Over the past decade or so, corporate image has become an essential strategy for many organizations. However, non-profit organizations have only recently adopted this strategy in order to better communicate with their stakeholders. The purpose of this case study is to trace the integrated marketing communication (IMC) strategy of the Magen David Adom (MDA) Society (the Israeli equivalent of the Red Cross) in its attempt to reinforce its corporate image in an era of terrorism. This paper describes a holistic process of reinforcing the MDA Society's corporate image, focusing on the implementation of its corporate communication process through an IMC strategy. The case study described here reveals that corporate image can be reinforced even in an era of terrorism, provided that an effective IMC strategy is developed and successfully implemented.

Israel Cancer Association: promoting the fight against breast cancer with IMC strategy

PurposeThe objective of this case study is to present the Israel Cancer Association's (ICA) focused approach to promoting the concept of fighting breast cancer, using an integrated marketing communication (IMC) strategy.Design/methodology/approachThis paper is based on a field‐based case study. In‐depth interviews have been used for data collection with the CEO, marketing management and spokesperson. The case is presented in a chronological order and presents the move from a corporate identity based on monolithic approach to an endorsed corporate identity strategy.FindingsResults of the new communication process showed that the percentage of people in the general Israeli public who perceive the ICA as an organization that has the objective to fight against breast cancer has increased by more than 20 percent since the campaign was launched. As a result of the association's focus over the past five years on promoting the fight against breast cancer, the amount of money it has raised among the general public and businesses has risen by 15 percent since the start of the new promotional campaign. Research data show that the percentage of women being checked jumped from 50 to 62 percent during this period.Originality/valueThis marketing approach has increasingly become the modus operandi of cancer associations throughout the world. These associations have moved from their out‐dated work patterns to IMC strategy approaches. Other non‐profit organizations pondering the issue of how to cope with a large number of objectives, on the one hand, and many target audiences, on the other hand, may find this framework useful.

The Integrated Marketing Communication(IMC) Strategy of Korean Fashion Brands Which Enter into Chinese Market

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

How Advertising Works: Alternative Situational and Attitudinal Explanations

Cognizant of the need to provide for situations ranging from high to low consumer involvement, this article proposes seven new models that recognize different purchase situations and varying attitude formation processes. Specifically, four high involvement models, two variants of a medium-to-lower involvement model, and two low involvement models are proposed. Each model provides for both first-time and repeat-purchase situations. All seven have been developed with the intention of providing advertisers with frameworks upon which to develop integrated marketing communication strategies. In addition to providing for a variety of purchase situations including differing levels of involvement, the models recognize situations where product trial is possible/not possible, as well as differences between first-time and sequential buying situations. They also distinguish between conceptual and experiential attitudes and accordingly, emphasize the importance of conation (direct experience) in the process of attitude formation.