Integrated Marketing Communications Research Articles

PENGARUH INTEGRATED MARKETING COMMUNICATIONS (IMC) TERHADAP MINAT TOP UP SALDO PENGGUNA OVO DI MALL OF SERANG

Digital payment instruments are used by the people of Indonesia as a means of payment in buying and selling transactions. Because digital payment instruments are new, companies therefore use this opportunity as a marketing communication tool that can reach broad marketing using Integrated Marketing Communications (IMC), such as Advertising, Sales Promotions, Public Relations, Internet Marketing, Personal Selling and Direct Marketing with the aim to attract shopping interest in the community, so it is easy to understand and interesting for marketing communications. The purpose of this study was to determine the effect of Integrated Marketing Communications (IMC) on the interest of top up the balance of OVO users at the Mall of Serang. This study uses a quantitative research method that explains or illustrates the effect of integrated marketing communications (IMC) on the interest of top-up the balance of OVO users, using McGuire's Information-Processing theory. Sampling in this study using accidental sampling technique. From the results of a simple correlation analysis, it is found that the effect of integrated marketing communications (IMC) on the interest of top up the balance of OVO users is 41.2% and the rest is influenced by other factors. The regression equation Y = 2.065 + 0.551X. The value of t = 8.211 is greater than the value of t table (two-tailed test), namely with α 0.1 and dk = (n-2) 98-2, then t table = 1,290 (interpolation results) then Hi: accepted means that there is a positive influence between integrated marketing communications (IMC) to interest top up OVO user balances.

Exploring the relationship between integrated marketing communications and decentralised organisational structure: a heuristics perspective

PurposeThe concept of integrated marketing communications (IMC) was developed in the 1990s and has gained significant interest from academics and practitioners, yet it is seldom achieved in practice. The purpose of this paper is to investigate the reasons behind this assertion.Design/methodology/approachKnowledge needed for this study was generated from a case study of a global company, operating a decentralized organizational structure in the health-care industry.FindingsThirty semi-structured interviews were performed with marketing employees and management. This paper contributes to facilitating marketing communications by developing a conceptual model using strategic guiding principles to align marketing communication activities.Research limitations/implicationsThematic analysis generated three integration areas: efficiency, consistency and relationship.Practical implicationsThe information generated from this research paper should assist managers when attempting to implement an integrated approach to marketing communications.Social implicationsAs IMC is intertwined with the concept of strategy, if it is implemented as a strategic process; similar social influences are relevant for strategic IMC implementation.Originality/valueThis paper contributes to facilitating marketing communications by developing a conceptual model using strategic guiding principles to align marketing communication activities.

What Experts Tell about Integrated Marketing Communication for Effective Business Promotion and Sale Strategy

The expert’s study about integrated marketing communications for promotion and sales strategies ineffective business activities is the main objective of this study. We address the core gap here through a literature review that addresses integrated marketing communications in sales and promotions in every business. We found data from more than 50 articles on the economics of marketing and business communications in sales and promotion. After we found the data, we studied it comprehensively under the phenomenological approach to finding findings or answers that were valid and believed to be valid. Because this study was carried out during the implementation of public mobility restrictions, we tried secondary data with a search system with the help of Google Scholar on several scientific publications such as Google book, Taylor, Sagepub, and Elsevier. Based on the existing data and discussion of the results, we conclude that a successful integrated marketing communication will establish a core message, emphasize the competitive advantage, address the right target market, and adapt the message to suit supporting media channels. The message is essentially the same across platforms, but the delivery mechanism varies.

Integrated Marketing Communication in E-commerce (a Study Case of Customers Data Leakage in Tokopedia)

Tokopedia has faced an issue that had made customer trust lost due to cases of data being hacked and sold by irresponsible hackers. This issue is one of the biggest problems because it is widely circulated on one of the social media, namely Instagram. This research aims to find out the Integrated Marketing Communication (IMC) strategy implemented by Tokopedia related to the outstanding issues. In this study, the researcher uses a qualitative research approach and the type of design research is a case study. The data collection technique that used is journal articles, books, Tokopedia’s official website, news articles in various mass media or digital platforms such as Youtube and it is carried out from March 2020 to 2021. Data analysis is carried out by content analysis. The results of the study found that Tokopedia implemented an Integrated Marketing Communication strategy related to the issue of hacking user data to restore customer trust.

INFORMATION TECHNOLOGY FOR MARKETING COMMUNICATION

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

Інноваційні комунікаційні інструменти маркетингової діяльності підприємств туристського та готельного бізнесу

The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterprises containing the following elements: advertising, sales promotion, personal sales, public relations, and direct marketing are determined. The necessity of introducing the latest technologies in this sphere is proved, since in the modern world of global computerization it is simply necessary to use modern technological resources, in particular the Internet, especially in such a sensitive and competitive industry. According to the results of the analysis and generalization of the study of Travelport company, which is one of the outstanding providers of electronic distribution services in the travel industry, a rating of marketing communications used in the tourism and hotel business is compiled. Based on the results of the study, the need for an integrated approach to the planning and implementation of communication processes, based on the consistency of actions of all means of marketing communications within a single strategy to achieve the set marketing goals, is established. As an innovative marketing communication instrument, enterprises of the tourism and hotel business are offered the use of integrated marketing communications (IMC), which are holistic communication systems and allow to cover all aspects of the marketing complex, which further contributes to the most effective action on the consumer. So, depending on the direction of activity, the availability of human resources and financial condition, the company chooses a way to present itself in social networks through the most effective communication instrument, tailored to suit the market needs.

Tie Dye Custom Online Marketing and Business Strategy via Instagram Account @caresyourdye

Marketing and business strategies need to be well prepared, so that they can achieve company goals. The purpose of this study was to determine the marketing and business strategy of Tie Dye Custom Online through the @Caresyourdye account as an online marketing communication medium and to describe the factors that influence customer trust. This research uses the descriptive qualitative method. The theory used in this study is the theory of Integrated Marketing Communication (IMC), namely advertising, marketing and business sales, public relations, personal selling, and direct marketing. The results show that Tie Dye Custom Online’s marketing and business strategies through the @Caresyourdye account are very effective. The features that exist in Instagram can be utilized optimally in helping to market Tie Dye Custom Online products, so that people can see, be interested and buy products. Attractive visualizations and complete product descriptions make it easier for visitors to buy products.

The Implementation of IMC Tools on Marketing Communication in Niche Market @kedaionyi During Covid-19 Pandemic

Covid-19 pandemic has been for almost two years. However, this pandemic is also turning the business flow into an online business, including Mataram city. Various type of online businesses has helped people to support their needs during the Covid-19 pandemic. One of them is Kedai Onyi, the niche market type in food catering with a low budget. The owners offer and develop the business on social media. The purpose of this research is to analyze and describe the implementation of online marketing communication used by the owner of Kedai Onyi based on the Integrated Marketing Communication (IMC) tools concept. This research is qualitative research with a descriptive method. The result of this research shows us that Kedai Onyi has implemented several IMC tools on its online business. But, the implementation is still not applied to the maximum level.

NHS International Hospital Branding Image Strategy Through Integrated Marketing Communication

This article results from research on the brand image strategy carried out by the National Hospital Surabaya (NHS) through integrated marketing communications. This study is on health services bases in the community currently entering the industrial and business era. The main problem arises in-hospital services, which have developed into an industry and are profit-oriented. This problem puts pressure on hospital managers and owners, especially on the cost dimension in private hospitals. Private hospitals must continue to improve management capabilities in carrying out hospital operations with good quality standards to the best compared to other hospitals. The research uses a case study research method with a qualitative approach. Data collection and analysis techniques use observation and in-depth interviews so that they can be analyzed exploratively. The results of this study are the first are there are many reasons why the marketing department of NHS adopts Integrated Marketing Communication (IMC) in their sales strategy. It also happens in the healthcare industry, namely hospitals. One of the reasons that become the basis is that marketers understand and recognize strategies integrating into various communication functions rather than running these communication functions alone. Second, marketing communication theory becomes the rationale for processing data and analyzing the phenomenon of problems regarding strategic concepts in policy determination to the direction of marketing communication strategies carried out by NHS hospitals. This research concludes that the main problem arises in hospital services, which have developed into an industry and are profit-oriented. Strategic management skills will become more critical as pressure increases to find future revenue and growth opportunities. These opportunities will come through various combinations of new healthcare products and services, increasing penetration into high-priority market segments, or accessing new markets that are not serving currently.

Applying the integrated marketing communication approach to recruit and retain African American women.

Background: Researchers use multiple approaches to engage and maintain underrepresented populations in research. They often overlook integrated marketing communication (IMC), a useful approach for commercial marketing, for more established health promotion and social marketing techniques. There is limited information on the application of the IMC approach for recruiting and retaining African American study participants. This article explores the IMC approach used to recruit and retain volunteers for a community-based intervention. Methods: This is a cross-sectional study relying on extracted data from the Multi-Theory Model (MTM) of Health Behavior Physical Activity intervention. A brief multiple-choice survey was administered to a sample of African American women (n=74) to assess the effectiveness of applying an IMC approach for recruiting and retaining volunteers for the multi-week program during January - June 2018. The measures were (1) source for study information, (2) preferred method of contact, (3) primary source for health information. Results: Sixty-nine women listed their doctor as the primary source of health information and five women in the age group 18-34 identified social media (n=3) and websites (n=2). Age is significantly related to the preference of communication tools used to recruit and retain the African American participants. A statistical significance (P =0.025) suggests for women ages 51-69, a combination of radio, church, and word of mouth was more effective for recruitment. The older women preferred telephone calls compared to the women ages 18-50 who relied on texting. Conclusion: IMC can synergize individual communication elements in a coordinated manner to address niche audiences and develop cost-effective health communications programs that can improve recruitment and retention efforts in minority populations.

Strategi IMC (Integrated Marketing Communication) Sebagai Survivor Bisnis Online Di Masa dan Pasca Pandemi

The prolonged Covid-19 pandemic brought many changes to the dynamics of the national economy. One of them is the proliferation of online business among the public. In the midst of the community's economic crisis due to the pandemic and its consequences, online businesses are increasingly showing their existence as economic heroes who are proven to survive in the midst of a crisis.
 This article attempts to disassemble the strategies that online businesses can do by using the principles of IMC (Integrated Marketing Communication) which have been known for a long time in the marketing world and have been proven in many researches. However, IMC has not been popularly known or even applied in online business.
 Several elements of IMC that can increase turnover and survive online businesses during and after the pandemic are: Advertising, Personal Selling, Direct Marketing, and Public Relations. Behind these elements there are still other strategies that can be applied in today's online business.

Pengembangan Model Strategi Integrated Marketing Communication (IMC) Dalam Upaya Meningkatkan City Image (Studi Kasus Pemerintah Kota Surakarta - Jawa Tengah)

<p><em>Due to the advancement of information technology today, the city government is not only thinking about the issue of promotion, strategy, media, branding, but must have started to create an image for the external and internal environment of the government so that the stakeholders will always feel close to the city government. But unfortunately not all cities have a Public Relations (PR) that is reliable and able to make an Integrated Marketing Communication (IMC) strategy based on Information and Communication Technology (ICT) which will have a major influence in building the image of the city. A positive city image of the city will be one of the attractions of investors and tourists, so that in the end the city will be ready to face global competition.</em></p><p><em>The purpose of this research program is to describe ICT-based integrated marketing strategies from the Surakarta City Government in an effort to improve City Image and model the IMC strategy in the Surakarta City Government that is applicable and effective in an effort to increase the City Image of the City.</em></p><p><em>The results showed that the city of Solo actually had elements listed in the construction of the image of a city, namely elements: path, edge, node as well as district (region) and also land mark from the city Solo. All of these elements have been summarized in the application that they have made, namely the "Solo Destination" application.</em></p><p><em>The marketing strategy is not maximally used, both from personal selling, direct marketing and from also from public relations team, therefore in the future there needs to be an accurate socialization and strategy in marketing this application. A integrated marketing strategy model has been created with the name is “City image blooming model" where the involvement of all elements is needed in building the image of Surakarta/</em><em> </em><em>Solo city.</em><em></em></p><p><em> </em></p><p><em>Keywords : Integrated Marketing Strategy, Public Relations, Information Communication and Techonology ( ICT )</em></p>

INTEGRATED MARKETING COMMUNICATIONS AS A FACTOR OF EFFECTIVE ENTERPRISE DEVELOPMENT

In today’s competitive environment, companies must constantly interact with existing and potential customers. At the same time, the basic tools of marketing communications are no longer effective enough. An integrated approach to the formation of a complex of marketing communications is thus able to help companies strategically build communication with consumers. Multilateral study of the concept of integrated marketing communications and its differences from the complex of marketing communications is the basis for determining its role in the formation of communications between businesses and consumers. Modern companies are constantly trying to find new ways to communicate with consumers and improve existing ones; to convince consumers of the quality and benefits of their product. That is why marketing communications play a crucial role in creating and maintaining relationships with consumers. Increasing competition in the market increases the interest in building stable and integrated relationships. A successful combination of different marketing tools forms an integrated marketing communications as a holistic system of enterprise activities aimed at achieving maximum economic efficiency from the synthesis of various marketing tools and principles of communication process management. Integrated Marketing Communications (IMC) is a strategy that shifts the marketing department from individual functions to a single interconnected approach. IMC covers different marketing channels and combines them into one clear message.The composition of integrated marketing communications of a particular enterprise depends on its industry affiliation, innovation activity and stage of the product life cycle, so much so that the formation of integrated marketing communications of innovation-active industrial enterprises should ensure the suitability of their basic tools.

Pengaruh Tayangan Drama Korea True Beauty Terhadap Minat Beli Produk K-Beauty

This research is motivated by the writer interest in Korean drama shows. So finally doing research to see the impact on one of the communities in Cikarang, namely the TnT Label Community, which is basically a K-pop dance cover community. So the purpose of this study is to find out whether there is an effect of the drama True Beauty on buying interest in K-Beauty products in the TnT Label dance cover community. This research was conducted with a quantitative method using an explanatory survey. The purpose of this study was to find out how the influence of Korean drama True Beauty on buying interest in K-Beauty products. The theory used in this research is IMC (Integrated Marketing Communication) Theory. The population in this study were all members of the TnT Label Community in Cikarang. Data collection was obtained through the distribution of questionnaires and literature study.

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.

Digital marketing as a strategy for fulfilling Eid Al-Adha beef cattle: A case study of start-up companies

The demand for beef cattle increases every year ahead of the Eid al-Adha celebration. While the fulfillment of orders in the market is rising, the critical point is that the distribution of beef cattle tends to be uneven between regions. This paper proposes a case study of how the interaction between market and demand fulfillment, in the case of the beef cattle market, can be supported by digital marketing. The focus is how the new company (start-up) creates a marketing chain between regions, West Nusa Tenggara and DKI Jakarta. An in-depth characterization of the marketing chain was carried out through semi-structured interviews. In addition, secondary data uses institutional/private publication data, which is then analyzed descriptively. Using integrated marketing communications (IMC) practices, we explore an enhanced framework for managing communications in the digital world. This research is expected to help fulfill the needs of livestock (beef cattle) to be more optimal, concise, attractive, and evenly distributed so that the social objectives of the celebration of Eid al-Adha are achieved. The study also highlights the utility for organizations to use social media strategically rather than simply as a tactical tool.

Towards greater integration in media planning: Decision-making insights from public relations practitioners

ABSTRACT Existing research has explored media planning from the perspective of integrated marketing communication (IMC) as a continuously improving strategic process used to plan and coordinate the use of paid, earned, shared, and owned (PESO) media. However, to date, the practice of integration in media planning has mostly been explored from advertising and marketing perspectives. The consideration of public relations practitioner perspectives has been limited to preferencing earned media and the pairing of complementary media types. Based on semi-structured interviews conducted with 25 public relations practitioners in Australia, nuanced perspectives on contemporary integrated practice were found. Of note, public relations practitioners’ media planning choices were influenced by considerations of and consequences for stakeholders beyond consumers, which led to a risk-based mindset for some practitioners. In addition, the strength or lack of media angles and changing earned media landscape determined planning choices. Although evaluation occurred, there is room for improvement based on existing models. This study offers a public relations lens to media planning in support of ongoing, interdisciplinary integration and likewise opportunities for public relations to enhance its practice. (178 words)

The Marketing Communication Strategy of Indonesian Film A Study Case: Laskar Pelangi Film

The purpose of this study is to present the appropriate marketing communication strategy for a film based on the marketing mix and communication mix strategy. Promotion is considered to be the most important sector in film where it is also determined as the first stage to introduce the new release film to the audiences. Therefore, promotions are used by the home production as a tool to provide the film information that aimed to create the public awareness towards the film and decide to watch it in cinema without taking the risk of being unsatisfied. The study will be in the form of a study case taking the well-known Indonesian film “Laskar Pelangi” as the object research. The methods that used are a descriptive qualitative approach through research, observation, and interview with the publicist team of Laskar Pelangi film. The finding shows that PT Miles Films as the home production of Laskar Pelangi using the Integrated Marketing Communication (IMC) such as advertising, direct marketing, sponsorship marketing, exhibitions, point of sale and merchandising, and Word of Mouth (WOM) by considering its target consumer which is the family and Laskar Pelangi novel’s reader. Furthermore, the company use the Unique Selling Point (USP) in terms of casting, producer, director, and also the moral value of the film affecting to improve the interest and consumer’s desire to watch the film. The overall research documents that for the film industry to perform well, the company needs to define the marketing tools based on the target market.

Product Placement and Integrated Marketing Communications Effects on an Informational TV Program

Advertisers are increasing their spending on product placements in TV programs, often with other integrated marketing communications (IMC) elements. This study uses 12 versions of an informational TV program to investigate whether too much product placement in the presence of IMC elements has a negative effect on TV program evaluation. The research reveals that combining placement and IMC presence has interactive, not additive, effects on brand recognition and recall, persuasion knowledge, and program evaluations. IMC elements, particularly a billboard seen before a product placement, have a “hedonic contamination” effect, worsening evaluation of an informational TV program featuring blatant product placement.

Do IMC and Ecological Knowledge Drive Value Co-Creation? The New Way to Loyalty in Hospitality

Despite co-creation being considered a valuable strategy for incremental changes towards more sustainable activities and consumers’ declared interest, hospitality businesses still did not experience the expected level of client engagement in their service interactions. Therefore, the primary purpose of this paper is to examine the nature of value co-creation and its antecedents and consequences within the hotel industry context through the lens of sustainability. Integrated marketing communication (IMC) and ecological knowledge are examined as factors that enhance value co-creation. Satisfaction is observed as a mediator of the relationship between value co-creation and customer loyalty. A closed-response, in-person structured survey was used to collect data from 303 guests of hotels located in Ukraine. The hypotheses were tested using the partial least squares method. The findings reveal that company IMC causes a higher impact on value co-creation. However, ecological knowledge does not seem to affect value co-creation. Furthermore, value co-creation shows a significant influence on customer satisfaction, and directly and indirectly affects loyalty through satisfaction. This study’s theoretical and practical implications are included to assist both scholars and practitioners in the hospitality industry in enriching their understanding of effective value co-creation and communication strategies related to sustainability to increase customer satisfaction and loyalty.