Integrated Marketing Communications Research Articles

Aktivitas Promosi Wisata Kuliner Ikan Bilih Sebagai Makanan Khas Danau Singkarak Kabupaten Tanah Datar

The problem studied in this research is culinary tourism promotion activities for bilih fish as a typical food of Lake Singkarak in promoting and marketing bilih fish culinary tourism. Based on these problems, this research aims to describe the marketing promotion activities used by UMKMactors at the Tourism Department in carrying out promotional activities for the Ikan Bilih culinary tourism product. The research approach used is descriptive qualitative. The source of research data is the result of observations of the activities of the Tanah Datar Regency Tourism Office and UMKM actors at Lake Singkarak. Data collection was carried out using observation, interviews and documentation techniques. The theory used is IMC (integrated marketing communications). This theory was put forward to show that the Bilih Fish culinary tourism promotional activities used by Bilih Fish traders in marketing their tourism products are advertising techniques, sales promotions, personal sales "face to face sales", public relations "public relations" Based on the presentation of results based on data and also the results of interviews conducted by researchers, it was concluded that promotional activities for culinary tourism of bilih fish as a typical food of Lake Singkarak, Tanah Datar Regency, it could be concluded that the five promotional communication indicators implemented by UMKM in Lake Singkarak were based on promotion theory. The mix is ​​advertising (public relations), direct marketing (direct marketing), sales (sales promotion), and personal sales (personal sales) fifth in terms of promotions carried out to increase sales of Bilih Fish in Lake Singkarak. Of the fifth indicators, the least dominant among UMKM actors is advertising, in other words there is still a lack of innovation and creativity in promoting it, not all Ikan Bilih MSME actors in Lake Singkarak are able to market Ikan Bilih culinary delights as creatively as possible. The lack of unity between UMKM in terms of pricing also has an impact on sales of Bilih Fish. The role of the Creative Economy Tourism Office is to provide guidance, facilities and financial support to UMKM.

Kegiatan Komunikasi Pemasaran Dalam Meningkatkan Brand Awareness di Kota Semarang

MG Setos Hotel Semarang is facing a variety of obstacles to survive in the midst of the new normal conditions induced by the COVID-19 epidemic. Travel constraints, health concerns, and social isolation have all contributed to a considerable drop in overnight visitors. This has the potential to damage the hotel's revenue and financial stability. Hotels must maintain a high level of service and visitor experience despite current constraints. A hotel's reputation can benefit from providing good service throughout the new normal. As a result, it is critical for the management of MG Setos Hotel Semarang to plan ahead of time and innovate in order to address the challenges that have arisen. The purpose of this study is to determine how MGSetos Hotel Semarang can boost brand recognition by using the Integrated Marketing Communication (IMC) approach. This study employs qualitative research methods such as interviews, observations, and documentation to acquire data. The triangulation of sources, procedures, and time ensures the veracity of the data employed. According to the research findings, MGSetos Hotel Semarang has created an integrated marketing communication plan to improve brand awareness, however its implementation has been subpar. Using this method can raise hotel brand awareness in the community even if it is not presently at the forefront of people's minds. This study has substantial practical implications for hospitality firms operating in unpredictable times.

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.

IMC Strategy and Strengthening of Restaurant Brand based on Sultanate Cultural Heritage in The Recovery Period Covid-19

The development of the hospitality business, especially special restaurants that serve the Sultan's favorite dishes, requires an appropriate marketing communication strategy. Tourism and hospitality business recovered the fastest during the recovery from the Covid-19 pandemic. This research aims to create the right integrated marketing communication (IMC) strategy to reach the targeted market. Using qualitative research methods, inductive and constructivist paradigms, as well as data collection through the field and virtual world observations, in-depth interviews, and literature studies and then triangulated to produce valid research results. Currently, IMC is experiencing rapid development, not only in terms of content but also in terms of media and selection of messengers. If IMC 1.0 focuses on product content, then in IMC 4.0 the customer must be the main focus, so the communication content material created must be based on the principle of benefits and added value received by customers. such as getting new experiences, enjoying a unique and authentic taste, self-existence and others. Bale Raos restaurant has been able to create the right IMC but of course it needs improvement for more optimal results. The most important suggestion, Bale Raos Resto must review and reorganize its IMC program and improve marketing media in terms of content, format and appearance so that it is more appealing to the customer's sensory senses. meet the principle of customer benefits.

TRANSFORMASI INOVASI MODEL BISNIS PADA UMKM BATIK PASCA PANDEMI COVID 19

The pandemic phenomenon had a significant impact on small and medium-sized enterprises, compelling them to respond to the situation. Business Model Innovation (BMI) represents an innovation model suitable for the sustainability of small and medium-sized enterprises, particularly as the local SME situation deteriorated during the first two years of the COVID-19 pandemic, specifically in 2020-2021. The reconfiguration of business models has emerged as one of the alternatives for SMEs to overcome these challenges. The business model concept enables Small and Medium Enterprises (SMEs) to tackle dynamic business challenges. In reality, the alteration of Business Models (BMs) in SMEs varies across different organizations. This research aims to provide insights into the changes in BMs for SMEs following the pandemic, specifically within the batik industry, through the Integrated Marketing Communications (IMC) approach applied to various case studies. The method used in this research is descriptive qualitative through case studies with case selection using a purposive sampling approach, which is the MSME of the Batik Industry. The results of this study offer empirical information about the Business Model Innovation (BMI) of SMEs during the pandemic, which can serve as a foundation for further research in BMI, particularly concerning SMEs.  
 Keywords: Business Model Innovation; SMEs; Batik; Pandemic

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.

Implementasi Green Marketing pada PT Yagi Natural Indonesia dalam Memasarkan Produk Perawatan Tubuh Ramah Lingkungan

PT Yagi Natural Indonesia (Yagi Forest) is a company that produces environmentally friendly body care products from Indonesia which produces products made from organic ingredients that do not cause environmental pollution and do not have a negative impact on humans who use them. In promoting the environmentally friendly body care products produced, Yagi Forest does this through green marketing. This research aims to determine the implementation of green marketing carried out by Yagi Forest. This research uses a qualitative method with a case study approach and uses data collection techniques using in-depth interview techniques. The main informants in this research were two employees from Yagi Forest who worked in positions responsible for product marketing activities. The results of this research show that in its implementation Yagi Forest applies the green marketing mix concept, namely green product, green price, green place and green promotion. The products produced are products made from organic ingredients that are safe for consumers and the surrounding environment. Likewise, the product packaging used can be reused or returned to the collaborating organization so that it does not become waste that can damage the environment. Then in terms of price, products from Yagi Forest are relatively more affordable when compared to body care products from competing companies. Apart from that, promotional activities carried out use four basic activities from Integrated Marketing Communication (IMC), which is direct marketing, interactive/internet marketing, sales promotion, publicity/public relations. However, the implementation of the green place aspect cannot yet be carried out efficiently so an evaluation needs to be carried out.

Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media

Green demarketing has received attention as a viable strategy in response to consumers’ demand for sustainable marketing. Only a few studies focused on testing demarketing at the product level. This study tested the synergistic effects of earned and paid media as part of the overarching company’s integrated marketing communications (IMC) efforts. Company background information, such as CSR activity magnitude appearing in press releases, CSR credibility from third-party organizations, and publicity congruency along with advertising was tested to gauge how consumers thread a company’s demarketing efforts. In Study 1, higher CSR credibility increased advertising performance for green and demarketing advertising under certain conditions (i.e. smaller CSR activity magnitude and demarketing advertising; larger CSR activity magnitude and green advertising). Further, perceived company integrity was a significant mediator that drove consumer ratings. Study 2 found that when demarketing publicity is shown first, a follow-up demarketing (vs. green) ad is crucial in increasing perceived congruency, contributing to more positive downstream effects. Demarketing strategies can potentially positively impact society while building a positive consumer relationship. The current study continues this critical line of research by testing its effect in conjunction with other company background information to identify further important IMC elements that might influence the success of demarketing strategies.

Mediation of Brand Equity in The Influence of Integrated Marketing Communication on Purchase Intention of Mie Gacoan Restaurant in Yogyakarta

This study aims to determine the effect of Integrated Marketing Communication (IMC) on Purchasing Intention at Gacoan noodle restaurants mediated by Brand Equity. The method in this study uses Partial Least Squares (PLS) using SmartPLS 3. The population in this study were Gacoan Noodle Customers in Gajayan Yogyakarta with the sampling technique used, namely purposive sampling, and obtained a research sample of 100 samples. For the feasibility of the model using GoF, the results show that the feasibility value is 0.51 and can be said to be high. For the relationship between variables directly, IMC has a significant positive effect on Purchasing Intention and Brand equity has a significant positive effect on Purchasing Intention. For the relationship between variables indirectly, the results show that Integrated Marketing Communication (IMC) has a significant positive effect on Purchasing Intention which is mediated by Brand Equity.

Revolutionizing E-Commerce: Tiktok Shop and Power of Integrated Marketing Communication

This study investigated how consumer perceptions, integrated marketing communication (IMC), and the whole e-commerce landscape were affected by TikTok Shop's relaunch. Customers were drawn to the platform's apparent novelty as a result of the relaunch's increased curiosity. Customer preferences changed as a result of improved features that increased confidence in TikTok Shop's dependability. IMC was essential in deliberately boosting brand awareness using a variety of platforms, including influencer marketing and short-form films. This promoted a captivating customer experience and raised awareness and comprehension of the relaunch. Significant investment beyond TikTok Shop demonstrated dedication to e-commerce innovation, resulting in increased competition and industry-wide improvements. The strategic investment made by TikTok served as a catalyst, encouraging collaborations and platform innovation that could change the dynamics of e-commerce. TikTok's dedication, in short, launched the e-commerce industry as a whole into an exciting new era of opportunities.

Creating student value in higher education through customer-centric integrated marketing communication

ABSTRACT Integrated marketing communication (IMC) involves the seamless coordination of communications and marketing media within organizations. While scholars in higher education (HE) have explored the internal benefits of successful IMC, there’s a lack of contributions examining student satisfaction and benefits. Recognizing that perceived values are subjective, this study analyzes student value creation in HE from a student-centric perspective through IMC. Employing qualitative means-end analysis, we conducted 30 interviews with graduate and undergraduate students at a top-tier HE institution in Europe. The thematic analysis exposes multidirectional ties between attributes and higher value forms. This paper contributes by presenting a hierarchical model of student value structures elucidating the utility derived from IMC strategy elements. Results offer HEIs insights to devise student value propositions aligned with sought-after values via communication strategies. By identifying the underlying reasons for the value students place on their experiences, HEIs can adapt and tailor their communication approaches. This novel perspective ensures HEI IMC strategy success, enabling flexibility in constructing strategies that deliver the desired value to students and fall within the HEI’s capacity to provide.

Integrated Marketing Communication Strategy in Computer Hardware Industry: A Case Study on PT. IZZM

This study addresses PT. IZZM's struggle to sell power supply units (PSUs) despite success in motherboard sales. Recognizing the importance of PSUs in computers, the author proposes an Integrated Marketing Communication (IMC) strategy to enhance brand awareness and customer purchase intention within the competitive power supply market in Indonesia. Recognizing the growing significance of effective communication strategies, this study combines both quantitative and qualitative research methodologies to formulate a robust strategy tailored to the unique characteristics of the Indonesian market. The results of this quantitative research will provide valuable insights into the market dynamics and facilitate the development of targeted communication strategies. Complementing the quantitative research, the qualitative aspect employs in-depth interviews to gain a deeper understanding of consumer perceptions, preferences, and emotional connections to power supply brands. Based on the findings from both quantitative and qualitative research, the proposed IMC strategy integrates various communication channels such as digital marketing, social media engagement, influencer collaborations, public relations, and traditional advertising. Special attention is given to cultural nuances and localized communication strategies to ensure resonance with the Indonesian target audience. This project aims to provide PT. IZZM with a strategic roadmap to enhance its market presence in Indonesia, fostering increased brand awareness and positively influencing customer purchase intention in the power supply segment. The combination of quantitative and qualitative research methodologies ensures a well-rounded and data-driven approach to inform the development and implementation of an effective Integrated Marketing Communication strategy.

Cultural Powerful Youth: Interconnection of Local Wisdom and Cultural Industries through the MIC Strategy at the Sekaten Ceremony

Maximizing the cultural potential exists in the DIY region,especially Kraton as a culture-based tourist destination, requires collaboration between government, private sector and local communities. Media Communication as a alternative pillar for developing the promotion of culture to the international to penetrate imaginary cultural boundaries. (Mele,Cantoni,2017). The elements of tourist destinations Kraton are quite complete,friendliness,full-value and upholding local culture are the main attractions for local and international tourists. Through the good cooperation,The Sekaten ceremony will stand strong amidst the onslaught of foreign culture by empowering youth, because it has great potential cultural sector in the digital era.The strategy in this research uses integrated marketing communications (IMC) by combining advertising,direct sales marketing,public relation and digital marketing. This research aimed to find out the potential of youth in cultural promotion and developing it in the challenges of modern era to international.Using literature search methods and direct interviews studies,this research presents data integrated between creative and cultural industries. The results of this research show that youth agents are not only connoisseurs of the cultural market,but more than that; who have penetrated the boundaries of unconsciousness the hyperreality stage and initiated the birth of creative cultural industry

ISLAMIC INTEGRATED MARKETING COMMUNICATION AND THE EMPOWERMENT OF ENTREPRENEURS

Products offered by entrepreneurs require some form of promotion so consumers will become aware of them. This means that integrated marketing communication (IMC) is an important field that warrants further exploration. The seemingly elusive concept of Islamic IMC defines the statement of the problem and encourages its study from the theoretical and practical perspectives. Hence, the purpose of this study was to examine the IMC campaigns of students at a public university in the academic year 2022/2023. The scope of the study was focused on 13 campaigns that promoted products sold by 13 entrepreneurs. The research questions posed were: What made the Islamic IMC campaigns effective? Which models or theories were used to guide the Islamic IMC campaigns? Which Islamic values were used in the Islamic IMC campaigns? Grounded theory was used as the method to construct theory from data by using a comparative analysis. Themes and codes were derived from the data analysis. Most campaigns reported sales as being the main measurement of campaign success, whereas the campaign objectives guided by the AIDA model formed the important measures of success. Other components, such as awareness, engagement, advertisement recall, and food taste, were minor measurements of success. Twelve campaigns adopted the AIDA model, while one campaign adopted the Facets Model of Effects. Several combinations of Islamic values were used in the campaigns, with “honesty” being the most highlighted Islamic value by students in their campaign reports. The theory of the holistic components of Islamic IMC campaigns was derived from the data projecting the importance of the three components—self, brands, and messages—against the backdrop of sales as being the main measurement of campaign effectiveness and the AIDA model as the main model used to guide the campaign strategies. It is obvious from the study that IMC campaigns can be successful when conducted within Islamic parameters and that entrepreneurs are empowered when their IMC campaigns are effective.

The power of synergy to reinvent IMC education

ABSTRACT In Integrated Marketing Communication (IMC), the power of synergy has been demonstrated across disciplines, media types, multi-platforms and multi-tasking and across the customer journey. However, this paper uses synergy to demonstrate how collaborative thinking can produce even greater value for IMC. Bringing together the insights of IMC leaders from the US, Europe, Asia and Australia, plus the collaboration of IMC academics in a thought-provoking ideation session, we harness the power of synergy to reimagine and reinvestigate IMC education. With all the changes in technology, business and consumers, it was felt that IMC needs to find a new direction and greater clarity of purpose. And perhaps this purpose is greater than communication alone. Maybe it is a management discipline. Or a fundamental part of university education as a core unit. Our vision for IMC was driven by its technology focus and customer-centricity. IMC is integrated, people-focused, and purposeful communication, based on management practice, and evidenced in academic research. Or as one participant described it, ‘IMC rises from the ashes of other disciplines’.

Exploring the Impact of Integrated Marketing Communication Tools on Green Product Purchase Intentions among Diverse Green Consumer Segments

In response to escalating environmental pressures and the growing global consensus on comprehensive green initiatives, marketers encounter the challenge of effectively communicating with diverse green consumer segments. The purpose of this study is to explore the preferences of different IMC tools among different types of green consumers and then attempt to propose effective communication tools for different types of green consumers to boost sustainable consumption. This study examined 13 widely used integrated marketing communication (IMC) tools and delved into their impact on the purchase intentions of different consumer segments toward green products. Meanwhile, departing from conventional approaches, we replaced consumer awareness with actual consumer behavior to more accurately segment green consumers. This distinction allowed us to categorize green consumers into three segments: light green (including colorless), medium green, and dark green consumers. By analyzing these IMC tools based on the dimensions of media richness theory—feedback, multiple cues, language variety, and personal focus—we found that (1) only three communication tools can effectively provide green consumers with different levels of green behavior with the green product information they need to enhance their green products purchase intention; (2) dark green consumers demonstrate a markedly stronger preference for these three types of IMC tools than the others; (3) there are significant differences in only two constructs, namely “feedback” and “language variety” among these three types of green consumers; and (4) both dark green and medium green consumers are more concerned about the level of personalization in messages than light green (including colorless) consumers. Ultimately, practical insights are provided to empower businesses and marketers in boosting consumer preference for green products.

Implementation Strategy of Integrated Marketing Communication (IMC) to Improve Company Image: Case Study on PT. Anugerah Sawit Inti Harapan

The development of the palm oil industry is increasingly rapid, triggering intense competition among companies in this industry. One of the key factors in winning the competition is a good company image. Integrated Marketing Communication (IMC) emerged as a holistic strategy to build and improve a company's image. PT. Anugerah Sawit Inti Harapan, as a leading company in this sector, faces the challenge of strengthening their corporate image amidst market dynamics. This research aims to analyze the strategy for implementing Integrated Marketing Communication (IMC) in improving the company's image, with a focus on the case study of PT. Inti Harapan Palm Oil Award. This research uses a literature review method by exploring the latest literature regarding Integrated Marketing Communication and its application in the context of palm oil companies. The main research object is the IMC strategy that has been implemented by PT. Inti Harapan Palm Oil Award. Case study analysis of PT. The Inti Harapan Palm Oil Award also shows the efforts made by the company to integrate marketing communications. The conclusion of this research is that the strategy of implementing Integrated Marketing Communication can be the key to success in building and improving a company's image, especially in the palm oil industry. The practical implication of this research is the need for companies to adopt a holistic and integrated IMC approach to achieve marketing success and build a positive reputation.

The effect of online message congruence, destination-positioning, and emojis on users’ cognitive effort and affective evaluation

In today's digital world, it is crucial that Destination Management Organizations (DMOs) understand how tourists process and assimilate the information they receive through social media, whether this is posted online by the destination itself or by other users. When it comes to understanding the effectiveness of DMOs' integrated marketing communication (IMC) strategies, it is important to examine the extent to which the congruence between those online messages posted by the destination and those posted by other users (electronic word-of-mouth) influences the effectiveness of the communication. Similarly, it is also of value to understand the degree to which the use of emojis in social media messages may enhance the effect of congruence on IMC effectiveness. The scientific literature has found that tourists' responses to the information published online by the destination will depend on the type of positioning it adopts on its social media. The novelty of the present study work lies in addressing these issues from a neuroscientific perspective, using eye-tracking technology, to study (i) the user's cognitive effort (based on ocular indicators) when processing social media content and (ii) their affective evaluation of that content. A factorial experiment is conducted on a sample of 58 Facebook users. The results point to the important role played by the level of message congruence in users' information-processing and demonstrate the contextualizing effect exerted by emojis. Additionally, this study highlights the need for further research into the cognitive processing of tourism messages relative to different positioning strategies.

Breaking Barriers: The Crossroads of Social Media, Affiliate, and YouTube Marketing in Nigerian Integrated Marketing Communication

This research investigates the interplay between marketing strategies and Integrated Marketing Communication (IMC) within the dynamic Nigerian market. Hypothesis 2 suggests that there is a statistically significant correlation between an upsurge in Affiliate Marketing (AM) and an increase in Integrated Marketing Communications (IMC). Hypothesis 1 posits that there exists a statistically significant negative correlation between Social Media Marketing (SMM) and Integrated Marketing Communications (IMC), indicating that the increasing prevalence of SMM may impede the effectiveness of IMC in the context of Nigeria. Hypothesis 3 posits a statistically significant negative correlation between YouTube Marketing (YM) and Integrated Marketing Communications (IMC), indicating that an escalation in YM might potentially lead to a reduction in IMC, specifically in terms of Internalized Motivation to Conform. A purposive sampling technique is employed to conduct a descriptive survey among marketing and sales department officers from Coca- Cola HBC Nigeria, Uber Nigeria, and Dulux Paints. The objective of this survey is to determine the optimal sample size for the study. The study employed Partial Least Squares Structural Equation Modelling (PLS-SEM), a statistical technique known for its proficiency in managing limited sample sizes and non-normal data distributions, to analyse the responses obtained from Likert Scale questionnaires. The statistical analysis of the study was found to be valid, and its relevance to Nigerian business marketing strategies was emphasized through the use of SmartPLS calculations.

Digital Domination: How LPP TVRI Bali Can Leverage Digital TV to Skyrocket Audience Engagement

The development of information technology is changing the way consumers consume media content. Online-based services can be a threat and opportunity for conventional media players, including television media. To attract the attention of viewers, television broadcast media needs to have a marketing communications strategy that suits the needs of viewers. TVRI Bali as a public broadcasting institution focuses on local cultural broadcast programs and educational information programs, as well as being neutral amidst the speed of information dissemination. This research aims to identify the strategies carried out by TVRI Bali to increase its audience on digital television. This research uses Integrated Marketing Communication (IMC) theory and the concept of segmentation. Researchers use qualitative methods. Data was obtained through observation, interviews and documentation studies. The results of this research, TVRI Bali carries out integrated marketing communications activities to promote its event programs by implementing advertising, direct marketing, internet marketing. sales promotion, public relations, and personal selling to capture and maintain the audience market. TVRI Bali audience segmentation is carried out based on demographic, geographic and psychographic segmentation.