Integrated Marketing Communications Research Articles

The IMC mixes that trucking managers use

Purpose This paper aims to test the proposition that integrated marketing communications (IMC) practice is lagging in the trucking industry. It stems from the more general proposition extant in the literature that business to business (B2B) IMC practice lags business to consumer IMC practice. Design/methodology/approach In total, 109 trucking managers attending the American Trucking Association Annual Management Conference are asked which communications tools they use and for which strategic purposes. The new product adoption model (NPAM) provides a means of measuring efficient IMC practice. Findings Joint space perceptual maps generated by correspondence analysis reveal the association between trucking managers’ IMC mixes and the stages of the NPAM. Inspection shows that trucking managers deploy a relatively large number of traditional and digital tools to support all stages of the NPAM, indicating a sophisticated level of IMC knowledge and practice, contrary to the proposition that IMC practice is lagging in the trucking industry. Originality/value This contrary result suggests that IMC practice proceeds at different rates across B2B industries and must be examined on a per-industry basis. In combination with Garber and Dotson’s (2002) trucking IMC study, this study provides a second data point from which the evolution of IMC practice in the trucking industry can be tracked into the future. Additionally, this paper demonstrates the efficacy of the NPAM as a means of measuring the efficiency of IMC mixes, as well as for monitoring and training. Theoretical and managerial implications are discussed.

Integrated marketing communication in hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on market performance

ABSTRACT Integrated marketing communication (IMC) process is considered a way to develop a long-term relationship with the organization’s stakeholders and increase its results, besides that, there is still not a clear understanding of factors that have a positive influence on it. As a strategic process that involves the whole organization we believe that strategic orientations can either act as drivers or impediments of this process, specifically, we test the influence of Innovation Orientation (OI) in that process and find out that it be a driver of such process, we also confirm the positive influence of the IMC process in the marketing performance. To do so, we conducted a survey with 250 SMEs of the hospitality sector. Our study contributes both to the IMC and OI literature once that it provides evidence that IMC can be an important tool to help managers to increase marketing performance and that OI can influence process beyond those directly related to innovations, by doing so we broaden the scope of IO and increase the importance of IMC showing that managers can influence their company’s culture towards innovativeness to improve their communication process and in this way achieve greater marketing results.

Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria

Integrated Marketing Communications (IMCs) is critical to the performance of an organisation. However, many of the previous studies have focussed on manufacturing firms with very few targeted at private universities. Moreover, empirical evidence revealed that private universities have not been able to effectively deploy IMCs to enhance their performance and have been confronted with the challenge of poor customer satisfaction. The study investigated the effect of IMCs on customer satisfaction of selected private universities in South-West Nigeria. The study adopted cross-sectional survey research design. The population of the study comprised 554 employees of the Institutional Marketing Department and ad-hoc staff of the Registry Department of the universities selected for the study. Total enumeration method was used. The instrument used was a validated adapted questionnaire. The Cronbach’s alpha reliability coefficients of the constructs ranged from 0.701 to 0.832. The response rate was 85%. Data were analysed using multiple linear regression. The results revealed that IMCs had positive and significant effect on customer satisfaction (Adj. R2 = 0.834, F (5, 467) = 475.554, p < 0.05). The relative effects of IMCs on customer satisfaction showed that advertising had a positive and significant effect (β = 0.132, t = 3.038, p < 0.05), service promotion had a positive and significant effect (β = 0.195, t = 4.502, p < 0.05), online marketing had a positive and significant effect (β = 0.269, t = 5.972, p < 0.05), public relations also had a positive and significant effect (β = 0.377, t = 7.415, p < 0.05). The effect of direct marketing was however insignificant though positive (β = 0.059, t = 1.130, p > 0.05). The study concluded that IMCs affect customer satisfaction. The study recommended that private universities should prioritise their promotional efforts on advertising, service promotion, online marketing and public relations rather than direct marketing in their bid to sustain and improve their customer satisfaction record.

It Only Works if it All Works: An Analysis of Integrated Marketing Communications and its Application for Enrollment Management Marketers

With the challenges presented by a constricting marketplace and shifting demographics, enrollment marketers are under increased pressure to improve recruitment outcomes. To recruit, enrollment marketers must navigate an increasingly complex media environment effected by, media fragmentation, cluttered media experiences, multitasking and evolving media-related consumption behaviors, disjointed customer journeys and shorter paths to purchase. Outside of the industry, this has sparked a renewed interest in integrated marketing communications and cross-channel synergies. Drawing on a review of relevant academic research and guided by enrollment marketing needs, the author offers insight and cross-media applications to strengthen integrated marketing efforts across consumer touchpoints. With an enhanced understanding of integrated marketing communications (IMC) and cross-channel effects, practitioners can develop more effective recruitment campaigns and produce better marketing outcomes.

ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN PADA IKLAN DIGITAL DI INDONESIA

In English,
 Marketing has now evolved from marketing that focuses on the concept of exchange to the concept of integrated marketing communication (IMC) or marketing communication that is integrated and focuses on relationships with consumers. The development of information technology and the internet plays a major role in the world of IMC, especially in the part of the advertising world, where technology information and the internet developed advertisements into digital advertisements. This study aims to create a research model as a solution to the problem of how to make consumer attitudes towards digital advertising in Indonesia more positive. This study raises consumer attitudes on digital advertising in Indonesia as variables that provide solutions, namely the entertainment (informational) variable, informativenes (informativeness), and credibility as the antecedent variable of consumer attitudes towards digital advertising (ATDID), and the purchase intention variable as an impact of consumer attitudes towards digital advertising. The results of this study are the research model framework, and the operationalization of variables that can be used to conduct quantitative research, with the aim of finding relationships between these variables, which can later be made as a reference in improving consumer attitudes towards digital advertising that are expected to increase buying intentions
 
 Dalam Bahasa Indonesia,
 Pemasaran saat ini telah berkembang dari pemasaran yang berfokus pada konsep pertukaran menjadi konsep integrated marketing communication (IMC) atau komunikasi marketing yang terintegrasi dan berfokus pada hubungan dengan konsumen perkembangan teknologi informasi dan internet berperan besar dalam dunia IMC, terutama dalam bagian dunia periklanan, dimana teknologi informasi dan internet mengembangkan iklan menjadi iklan digital. Penelitian ini bertujuan untuk membuat model penelitian sebagai solusi atas permasalahan bagaimana membuat sikap konsumen pada iklan digital di Indonesia menjadi lebih positif. Penelitian ini mengangkat sikap konsumen pada iklan digital di Indonesia sebagai variabel yang memberikan solusi, yaitu variabel entertainment (hiburan), informativenes (keinformatifan), dan credibility (kredibilitas) sebagai variabel anteseden dari Sikap konsumen terhadap iklan digital (ATDID), dan variabel niat membeli sebagai dampak dari Sikap konsumen terhadap iklan digital . Hasil dari penelitian ini adalah framework model penelitian, dan operasionalisasi variabel yang dapat digunakan untuk melakukan penelitian kuantitatif, dengan tujuan untuk mencari hubungan antara variabel tersebut, yang nantinya dapat dibuat sebagai acuan dalam meningkatkan sikap konsumen pada iklan digital yang diharapkan dapat meningkatkan intensi membeli.

ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN PADA IKLAN DIGITAL DI INDONESIA

Marketing has now evolved from marketing that focuses on the concept of exchange to the concept of integrated marketing communication (IMC) or marketing communication that is integrated and focuses on relationships with consumers. The development of information technology and the internet plays a major role in the world of IMC, especially in the part of the advertising world, where technology information and the internet developed advertisements into digital advertisements. This study aims to create a research model as a solution to the problem of how to make consumer attitudes towards digital advertising in Indonesia more positive. This study raises consumer attitudes on digital advertising in Indonesia as variables that provide solutions, namely the entertainment (informational) variable, informativenes (informativeness), and credibility as the antecedent variable of consumer attitudes towards digital advertising (ATDID), and the purchase intention variable as an impact of consumer attitudes towards digital advertising. The results of this study are the research model framework, and the operationalization of variables that can be used to conduct quantitative research, with the aim of finding relationships between these variables, which can later be made as a reference in improving consumer attitudes towards digital advertising that are expected to increase buying intentions.

ІНТЕГРОВАНІ КОМУНІКАЦІЇ: ІНТЕРПРЕТАЦІЯ РЕКЛАМИ

<div><em>The article explores aspects of modern advertising discourse implementation. The patterns of realization of interaction between advertising and consumers are characterized. The basic functionality of advertising as a communication tool is defined. The article describes strengths and weaknesses in the organization of advertising communication and notes positive features and disadvantages of advertising. Advertising is presented as an important component of the marketing communication system. It is emphasized that the efficiency of marketing communications is due to their strategic planning, therefore, marketing communications is a peculiar strategy of communication with the target audience, which involves its comprehensive coverage. It is noted that the traditional dominant means of the marketing communications system is advertising, which can adapt in the context of modern social transformations. It has been determined that advertising, as a form of mass communication, requires certain transformations due to modern trends in the economic market. The shortcomings of advertising include lack of personal contact with the audience, obtrusiveness and addiction that require a certain correction. The article examines the essence of the concept of integrated marketing communications (IMC), which consists in a kind of synthesis of communication means and the possibility of their complementarity, by overcoming the shortcomings of some communication elements by others, which will contribute to the expansion of the range of interaction with consumers. Advertising in the marketing communications system has been interpreted as an important component of a customer engagement strategy. Possible variants of advertising supplementation by other communication means are shown, the advantages of which can offset the disadvantages in advertising communication. It is noted that the complex simultaneous use of marketing communications increases the influence and contributes to increasing the pragmatic effect of such communication. The necessity of strategic planning of communication with consideration of specific communication characteristics of each medium and possibility of interchangeability are emphasized.</em></div><p><strong><em>Key words: </em></strong><em>advertising, advertising discourse, marketing communications, integrated marketing communications, communication.</em></p>

Inter-Country Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-Purchase Behaviour in Integrated Marketing Communications (IMC)

The lack of understanding of cross-national integrated marketing communications (IMC) implementation and consumer behavior is an obstacle for international companies. In this inter-country comparison, we analyze IMC antecedents and consequences from the customers’ perspective in a developed and a developing economy. The results show that customer orientation, but not technology orientation, positively influenced IMC and, indirectly, post-purchase behavior, in both economies. Cross-economy differences were also evident, specifically, that the positive effect of IMC on post-purchase evaluation and behavior was stronger in the developing economy. However, customer satisfaction more strongly mediated the relationship between IMC and post-purchase behavior (word-of-mouth and repurchase intention) in the developed economy.

Upaya Meningkatan Publisitas Melalui Model Integrated Marketing Comunication Pada Sebuah Rumah Sakit Swasta di Tangerang Selatan

There are two Hermina Hospitals in South Tangerang. Although they have implemented a marketing communication strategy but not the Integrated Marketing Communication (IMC) model. This research aims to describe the marketing communication strategy used by the Hermina Hospital in South Tengerang. The focus of this research is on how marketing communication is available at the two Hermina Hospitals in making marketing communication models so that the services delivered are integrated. The method of this research is descriptive qualitative by observing the public. Data obtained by interviewing informants. The selection of research informants was by using purposive sampling method to obtain information about tyhe characteristics of the hospital service user community. The results of the study produced an integrated marketing communication model can be used as a basis for making policies in increasing hospital publicity.Keywords: Strategy, Model, Integrated Marketing Communication (IMC).

Evaluation of integrated marketing communication strategies used for the Fruits & Veggies Campaign in California and Virginia.

In 2015, the Partnership for a Healthier America launched the branded Fruits & Veggies (FNV) Campaign to promote fruit and vegetable sales and intake to moms and teens in two California and Virginia pilot markets. The FNV Campaign used a novel, creative approach to promote fruits and vegetables through integrated marketing communication (IMC) strategies. Findings from a mixed-methods process evaluation conducted between 2016 and 2017 were used to explore congruence between stakeholders' expectations of IMC strategy potential and FNV brand awareness and reach among target audiences. Awareness and recall of IMC strategies were assessed through a cross-sectional survey of target audience respondents (n=1604) from the pilot markets. Qualitative data regarding IMC strategy potential and influential factors were gathered from stakeholder interviews (n=22). Approximately 19.6% (n=315) of respondents were aware of the FNV Campaign. Stakeholders' perspectives regarding IMC potential aligned with findings that the proportion of aware respondents was significantly (p=0.008) higher among teens (22%) than moms (17%). Qualitative results also converged with higher proportions of survey respondents recalling brand exposure through social media (46%) and retail settings (30%) than community activities (18%), word of mouth (17.5%), and traditional media advertisements (9.5%). IMC recall did not differ between mom and teen respondents except for significantly (p=0.02) higher word of mouth recall among teen respondents. Findings support using selected IMC strategies and future involvement of diverse stakeholders. Evaluation results can inform future research and practice to improve IMC strategy reach and influence as the FNV Campaign expands to new markets nationwide.

Integrated Marketing Communication as An Element of Visitors’ Selection of Heritage Destination: A Theoretical Framework

Integrated marketing communications (IMC) is a major communication archetype rooted from communication theory. Integrated Marketing Communications (IMC) is known as one of 4ps marketing mix elements. Heritage tourism is based on significant histories, or humanity to attract visitors to discover, to explore, and to enjoy attractions. The purpose of this paper is to identify the components of Integrated Marketing Communication (IMC) as an element for selection of heritage destinations by the visitors. This paper adopts a qualitative approach in identifying the components of IMC which are essential in selection of heritage destination. The identification is primarily based on extensive review of literature based on IMC, Heritage Tourism, and Destination Marketing.

Managing marketing communications

PurposeThis study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more concerned with brand communications than product-related issues, price or distribution. A research framework from the perspective of consumer-initiated touch-point communication model is proposed.Design/methodology/approachTwo case studies of Israeli TV ads are examined. Discourse between customers and brands on the Facebook pages of the latter are analyzed. Research was conducted in three phases: data collection, quantitative content analysis and thematic analysis.FindingsIt was demonstrated that customers use Facebook as a discourse platform for TV commercial brand advertising. However, brands are not always prepared to engage in online CIC involving advertising issues. The reply rate is moderate and the reply manner is not consistent, tending to be characterized as “official and dismissive.”Research limitations/implicationsData collection used a sample of two case studies. However, they generated rich findings, enough to support the purpose of the study.Originality/valueThis paper expands the contemporary CIC point of view and adds an integrated marketing communications (IMC) perspective. It extends the perception of CIC from product-level customer service to brand-level discourse. Finally, it fills the research gap by using a research tool based on consumer-initiated touch-point communication model. Theoretical and practical implications are presented.

Relationship Between Integrated Marketing Capability on Sales and Brand Performance: Moderation Roles of IMC Performance

Due to in the fierce competition in the fast moving consumers good (FMCG) industry and lack of growing demand in recent years in this industry, firms are now looking for more efficient and effective ways of creating value for their brands. In this regard, integrated marketing communication (IMC) is a newly introduced concept which has not been thoroughly investigated in the FMCG market of Iran. Therefore, the aims of this study are twofold, first, is to empirically examine the influence of IMC capability of the organization on the brand and sales performance. Second, is the investigation of the moderation role of the IMC performance which is not covered in the literature. The detergent industry was investigated by choosing one of the biggest detergent players in Iran, and the sample of brand, advertising and marketing managers, and experts were considered for distribution of the questionnaire. The results support the effect of IMC capability on sales and brand performance. Moreover, the analysis showed support for moderation role of IMC performance. Managerial implications are discussed at the last section of this research.

The Impact of Marketing Mix Elements on Brand Loyalty towards Speech Therapy in Health Science Industry Malaysia

Speech therapy is provided to clients, students or patients, depending on the setting of service delivery, when they are encountering feeding, speech and language (communication) and swallowing difficulties. Speech therapy service is a business-to-consumer (B2C) setting. However, this industry received low public awareness in Malaysia. With enhanced and right marketing strategy, it is believed to promote effective brand loyalty, including revisit of therapy service and repurchase of therapy product. This study aims to investigate the effectiveness of five different marketing strategies in building sustainable brand loyalty considering uniqueness of this industry. The strategies are conducting promotion about pricing structure (Price Promotion), conducting promotion about product content, brand personality, packaging and others (Product Promotion), conducting promotion at different places, including electronic platforms, newspaper and others (Place Promotion), bundling different pricing structure according to nature and type of different products (Product Price), informing customer regarding pricing about goods bundle, payment method, price flexibility and others through several distribution channels (Place Price). Data collection in this quantitative study was done by distributing self-designed questionnaires to 200 respondents. They are given Likert scale to measure the degree of brand loyalty result from different marketing mix. Data was analyzed using SPSS. The findings revealed that the marketing mix has a positive relationship with brand loyalty in speech therapy health science industry in Malaysia. In details, there is relationship between marketing mixture of Price Promotion, Product Promotion, Place Promotion, Product Price and Place Price, with the brand loyalty. It is recommended for future researcher to study the link between the number of service or product accessed with brand loyalty within similar constructs. It is also recommended to study the relationship between Customer Relationship Marketing (CRM) and Integrated Marketing Communication (IMC) with brand loyalty in speech therapy industry in Malaysia.

Kfc's promotional strategies and it's impact on brand equity

This study is based on the deep insights of marketing and promotional strategies adopted by KFC that have enhanced its brand equity in Indian market. The study stretches its understanding on how KFC's promotional methods impact the target audience to buy its products. Hence, promotional activities that leads to develop a brand image in the minds of target audience. It focuses on the key elements of promotional mix: namely Advertising, Sales Promotion, Personal Selling and Word of Mouth which KFC uses to communicate with present and potential customers. Though KFC's integrated marketing communication (IMC) involves several channels to convey the message, this study has indicated the most effective promotional component is Word of Mouth, through which the brand equity among customers is created at minimal cost. The main objective of this study is to examine the relationship between the promotional strategies and brand equity and find out to what extent the promotional strategy impacts on brand equity of KFC in Mysore district. Therefore, it explicates how KFC formulates promotional strategies with ongoing trends as it is essential to use the appropriate techniques that can help to stay connected with all kinds of customers in competitive markets.

Съвременият ПР: комуникационни перспективи и предизвикателства в контекста на ИМК, брандинга и новите консуматори

The author aims to explore some of the main perspectives of contemporary PR in the general conceptual framework of Integrated Marketing Communications (IMC), branding and new consumers. On the one hand, PR makes constant attempts to emancipate itself as a main key strategic discipline in the communication process, while on the other hand the modern concept of branding requires total integration of all disciplines in the IMC, with a common direction towards the new consumer.

Функции на копирайтинга и бранд журналистиката в интегрираните маркетингови комуникации

This paper aims to examine the terms “brand journalism” and “copywriting” and establish their similarities and differences. To achieve this, several pre-existing definitions of the two terms were compiled and examined. The study establishes that there is an overlap between the two and researchers have occasionally used them synonymously. However, this paper proposes a clear way to differentiate between the two. Brand journalism has been identified as a part of integrated marketing communications (IMC), whereas copywriting is a specific technique for creating texts related to IMC. While all brand journalism can be classified as copywriting, not all copywriting texts are brand journalism. The term ‘copywriting’ should also apply to texts created for PR, advertising and other forms of marketing communications.

The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance

This study aims to (i) demonstrate the influence of two types of corporate culture (CC), namely collaborative and controlling, on firm-wide integrated marketing communication (IMC) implementation; and (ii) examine the mediating role of IMC on the relationship between CC and brand performance (BP). Data were gathered via a self-administered online survey among senior managers of service businesses (n = 180) and analyzed via path analysis. Findings show that the adoption of a collaborative culture positively affects IMC, and to a greater extent than a controlling culture. It is also found that IMC exerts a beneficial effect on brand competitive advantage. A key contribution of this study lies in providing empirical evidence of the mediation of IMC in the relationship between CC and BP, thus suggesting that, in terms of the resource-based view (RBV), IMC contributes to fostering organizational capability to translate organizational cultural values into competitive advantage.

ENTERPRISE MARKETING COMMUNICATIONS: GENESIS AND STAGE STAGES

After quite a long period in its development, modern marketing has developed into a recognized theory of effective economic activity in a competitive environment and a system of meeting the needs of the market, which is a required practice. Expanding its boundaries and scope leads to a new filling of the content of the marketing category, changes of objects and subjects and improvement of tools, and the rational interaction of subjects in the market space cannot be ensured without well-established elements of communication. The etymology of the concept of is analyzed in the article and various approaches and definitions of this definition are explored. It is established that a special place among mass communications is marketing communications, which represent the process of transferring information about a product and its properties directly to the target audience. The paper presents the basic theories and concepts that form the subject areas of marketing communications research, explores a new concept of communication marketing - integrated marketing communications, which is a tool for marketing adaptation of business activity to changes in the environment. The reasons of increase of efficiency of marketing communications at their integration are also characterized, the main advantages of use of integrated marketing communications are given. The purpose of the article is to study the stages of formation of integrated marketing communications, the object - the process of formation and development of integrated marketing communications enterprise. The analysis of the existing theoretical views on the essence of marketing communications has led to the conclusion that there is a need for new theoretical and methodological approaches to solving the problem of interconnection of marketing communications and the enterprise activity management system. The development of market relations of the domestic economy requires new, adequate requirements of the present forms and methods of interaction of the enterprise with external and internal environments. The prospect of further research is to find rational approaches to integrating communication tools in the market space.

Traditional and Emerging Integrated Marketing Communication Touchpoints Used in Effie Award-Winning Promotional Campaigns

This research presents a brief overview of Integrated Marketing Communications (IMC) research, including advertising effectiveness, and a discussion of the advertising competition landscape with a focus on the Effie Awards due to its incorporation of effectiveness as a key evaluation variable. Practitioners are increasingly being held accountable for outcomes of marketing efforts, thus it is important to understand factors that are associated with effective campaigns. We extend findings from previous studies by investigating IMC touchpoint data within award-winning Effie campaigns from 2011 to 2018. Data was analyzed from 609 winning campaigns to explore how touchpoints have evolved. On average, the mean number of touchpoints used in award-winning campaigns is increasing. Results further indicate several new categories of touchpoints used in recent campaigns, referred to as “Emerging” Touchpoint Categories as a comparison against prior findings, hereafter referred to as “Traditional” Touchpoint Categories.