Dissertations / Theses: 'Integrated marketing communication'

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Hutson, Jeffrey D. "Contemporary attitudes toward integrated marketing communication." Virtual Press, 2006. http://liblink.bsu.edu/uhtbin/catkey/1337196.

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This research utilized Q Method to learn whether attitudes regarding integrated marketing communication (IMC) among both educators and practitioners are consistent with placing IMC in an inductive or pre-theory stage of development within the theory building-research cycle. The analysis indicates an acceptance of IMC as a valid method of communication management among study participants. However the data is consistent with a negative, or at best ambiguous, conclusion when it comes to placing attitudes regarding IMC in an inductive or pre-theory stage of development within the theory building-research cycle. This then permits the conclusion that IMC at present is a communications management approach, not a nascent communication theory.
Department of Journalism

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Kolsarici, Nalca Ceren. "Flexible models of integrated marketing communication effects." Thesis, McGill University, 2009. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=66860.

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This thesis comprises three essays and investigates complex effects of integrated marketing communications, using advanced statistical and econometric models. The first essay focuses on the measurement of complex multi-media communications effects such as thresholds, saturation levels and cross-media synergies. We use, MARS, a non-parametric regression method based on multivariate adaptive splines, and show that it, successfully trading-off the bias reduction and variance increase, performs superior to parametric and non-parametric benchmarks in model fit and predictive validity. The results provide compelling evidence to one or more threshold points, saturation levels, early saturation for newspaper advertisements and support for possible supersaturation for certain media. Moreover, we quantify the observed threshold and saturation levels using non-parametric derivatives and find that majority of the media perform in inefficient spending ranges. The second essay examines the dynamic effects of direct-to-consumer advertising (DTCA) in a market where regulations impose restrictions on the type and content of prescription pharmaceutical advertising. We identify three research questions that should be of great managerial interest: Whether DTCA is a reasonable option to choose under these regulations. If so, which type of DTCA is more effective, and when? We pursue these questions by examining data on new and refill prescriptions for a novel pharmaceutical through the implementation of an Augmented Kalman Filter with continuous state and discrete observations (AKF(C-D)). Our findings suggest the presence of complex DTCA dynamics for the two types of regulation-induced advertising messages. We discuss implications and provide extensive validation tests that confirm the superiority of our modeling approach. The final essay investigates the influence of market heterogeneity on the consumer and physician directe
Cette thèse comprend trois essais et examine les effets complexes des communications marketing intégrées, utilisant des modèles statistiques et économétriques avancés. Le premier essai se concentre sur la mesure des effets complexes des communications multimédia comme les seuils minimums, les niveaux de saturation et les synergies des médias croisés. Nous utilisons, MARS, une méthode de régression non paramétrique basée sur des courbes adaptatives multivariables, et ce qui démontre qu'équilibrant avec succès la réduction de l'erreur moyenne et de l'écart de l'augmentation, MARS s'exécute mieux aux points de référence paramétriques et non paramétriques dans l'ajustement du modèle et la validité prédictive. Les résultats fournissent la preuve irréfutable d'un ou plusieurs points de seuil minimum, de niveaux de saturation, de la saturation précoce pour les publicités dans la presse écrite et d'un appui pour une possible sursaturation de certains médias. De plus, nous évaluons quantitativement le seuil observé et les niveaux de saturation en utilisant des dérivés non paramétriques et constatons que la majorité des médias s'exécute dans des gammes de dépenses inefficaces.Le deuxième essai examine les effets dynamiques de la publicité directe au consommateur (DTCA) dans un marché où les règlements imposent des restrictions sur le type et le contenu de la publicité pour les prescriptions pharmaceutiques. Nous identifions trois questions de recherche qui devraient être de grand intérêt en gestion, c'est-à-dire : Si la DTCA est une option raisonnable à choisir conformément à ces règlements ? S'il en est ainsi, quel type de DTCA est le plus efficace et quand ? Nous poursuivons ces questions en examinant des données sur les nouvelles prescriptions et les renouvellements de prescriptions pour un nouveau médicament par la mise en oeuvre d'un Filtre Kalman Augm

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Jewell, Stacy Ellen. "Integrated Marketing Communication Strategies in Ohio Agribusinesses." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453.

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Kerr, Gayle. "Consistency and integrated marketing communication : an exploratory study." Thesis, Queensland University of Technology, 1997. https://eprints.qut.edu.au/36301/1/36301_Kerr_1997.pdf.

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This study explores the role of consistency in IMC and ways in which it can be measured. A contribution to the emerging area of IMC is made by drawing on the experiences of marketing communication practitioners in relation to their perceptions of consistency in the practice of IMC. The initial exploratory research in the form of focus groups was expanded upon through a series of in-depth interviews which elaborated on attitudes towards consistency, measurement and IMC. The literature review in Chapter 2 summarises key data from the fields of advertising, public relations, direct response, sales promotion, corporate identity, marketing, auditing and IMC. Chapter 3 describes the multimethod research design of the study, in which focus groups generated many new ideas which were explored in greater detail through in-depth interviews. Key outcomes of the research are reported in Chapter 4. The final chapter considers the implications of this research for the theory and practice of IMC and suggestions for future research. The main findings suggest that consistency is an important but little understood area of IMC. In this study, consistency is defined and factors promoting consistency, as well as barriers to consistency in IMC are identified. From this, the three keys to consistency - corporate identity, strategy and execution - emerge. The study explores consistency in relation to Duncan's IMC Message Typology and suggests where consistency can be controlled or influenced in planned, inferred, maintenance and unplanned messages. As a result, strategies for controlling and influencing consistency are developed. Consistency was seen by practitioners as difficult to measure due a lack of appropriate tools and an inability to see visible results or relate it to a dollar value. In addition, it was felt that management was not demanding its measurement. A need was identified for a measurement tool for the internal guardian of the brand to evaluate consistency in IMC. The study concludes by proposing a 'Consistency Check' devised from the study results, as an appropriate measure to evaluate consistency in IMC.

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Hobson, Paula Lee. "Integrated marketing communications at community colleges." abstract and full text PDF (free order & download UNR users only), 2008. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1453583.

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Kreidly, Fikrie, Abdikadar Aden, and Adnan Tvrtkovic. "Integrated Marketing Communications : A quantitative study of the perceptions of integrated marketing communications in the Swedish market." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35476.

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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing. It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.

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Li, TianLi, Xiaoyu Zhang, and Kai Yang. "The dilemma of implementation of Integrated marketing communication." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75869.

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Background: Integrated marketing communication (IMC) became increasingly popular since 2005, the IMC is built of four parts. The first part is a concept and it also is the process. The second part explains that IMC needs special skill and knowledges. The third part described the IMC have three pillars which focus on audience, channel and the result. The last part refers to that IMC attempts to the increase of company communication. The concept of IMC can be called “Speak with One Voice”. The meaning of IMC includes advertising, promotion, public relations, direct marketing. CI, packaging, news media and all other communication activities within the scope of marketing activities, but also enables companies to communicate unified communicate information to consumers.Purpose: The researchers of this thesis aim to explore the barriers when organizations implement integrated marketing communication.Methodology: In this paper, authors used qualitative research under deductive approach. The primary data was gathered with six participants from different advertisement agencies. All the interviews were conducted with semi-structured interview.Conclusion: Through the preview semi-structured interviews, there are two barriers has been agreed with all of these 6 participants who are from different advertising agencies. Authors defined these two barriers as the main barriers to implement integrated marketing communication by organizations: the management knowledge and Lack of horizontal communication. Authors also have some important finding about new barriers of implementation to integrated marketing communication. Three of our participants from different adverting agency with a lot of experience on IMC mentioned that the employees' trust in leadership of managers is also one of the main barriers. Authors believe this might be another main barrier for organization on implementation of IMC and should attract enough attention by marketers.Key words: Intergrated marketing communication, barriers, management knowledge and Lack of horizontal communication

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Kvitko. "TECHNOLOGIES OF PRODUCT PLACEMENT IN INTEGRATED MARKETING COMMUNICATION." Thesis, Київ 2018, 2018. http://er.nau.edu.ua/handle/NAU/33784.

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Kanyutu, Teresia Watiri. "An integrated marketing communication framework for communicating city events in Nelson Mandela Bay." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/8477.

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In the recent past, cities all over the world have made attempts to brand themselves differently from their counterparts. These efforts have been made with the aim of improving the economic locus of the city in question and to some extent the welfare of its inhabitants. With this regard, various activities have been organised to ensure that the cities attract tourists, investors and other pertinent stakeholders. The hosting of city events is one major strategy that cities have used to trademark themselves more attractively to external stakeholders. City event planners have similarly made efforts to brand and communicate these city events in order to achieve recognition and attendance. In spite of these attempts however, studies reveal that the major stakeholders of the events: the residents, seem to be overlooked by the city decision makers during these endeavours. Integrated Marketing Communication (IMC) involves the combination of all the available communication channels and resources to convey a message to a target audience. Hence, with regard to communicating city events, the key motivation for using IMC is to generate awareness whilst communicating an effective, clear and consistent message to the target audience (residents). However, communication strategies should not be developed in isolation. It is of extreme importance that city event planners consider involving the city residents when crafting these IMC strategies. In fact, the city events planners and decision makers should bear in mind that; the major success of any city event depends entirely on the support of the city residents, who act as brand ambassadors to their social circles within and outside the city. In order for a city to successfully implement a communication strategy, it is imperative that the city understands the media consumption patterns of the residents. Various factors such as age, gender and ethnicity determine the media consumption habits of residents; and should be investigated in order to determine the most effective channels of communication to use for a particular target audience. During the early months of the year 2014, key stakeholders within Nelson Mandela Bay (NMB) resolved to improve the brand image of the NMB. These stakeholders entered into a partnership with NMMU Business School, who offered to conduct research on various themes: Brand Identity, Business Events, City Events Communication, City Events Marketing, Cultural Events and Sports Events. This study is hence based on the City Events Communication theme and its purpose is to establish the factors that determine media consumption amongst the residents and their perception towards communication with and amongst the residents of NMB. Additionally, this study sought to identify the various communication channels that are available in NMB whilst establishing which of these channels are most highly ranked by the residents. In order to achieve these objectives, both primary and secondary research were conducted. Literature was reviewed in order to create a basis for this study based on previous academic research. The background of IMC was established and the various pillars of IMC discussed. Factors that influence the choice of communication media were also identified and discussed. Thereafter, an empirical study was conducted in order to determine the factors that influence media usage amongst the residents of NMB, in addition to their perception towards communication. A total of 3,659 residents were interviewed and findings indicated that there is a strong relationship between the media usage and age, gender, ethnicity, income per household and the suburb lived. However, the strength of relationships that were observed differed amongst the various dependent variables that were created for purposes of analysing the media usage. A strong inclination towards the use of traditional media; radio and newspaper amongst the residents of NMB was identified. Equally, Public Relations (PR) emerged as an essential way for residents to create and maintain stakeholder relationships between themselves and the NMB. The residents felt that NMB should make efforts and engage with them more frequently especially with regard to communicating city events. Word of mouth amongst peers and billboards were also identified as communication media that are largely used to source for city events information, impacting greatly on the events attendance by the residents. Unfortunately, the use of New Media (Facebook, Twitter and YouTube) to source for city events information was not predominant amongst the respondents. However, with close to three quarters of the respondents having access to the Internet, there is a likelihood that residents can adopt to the use of social media as a source of city events information. Furthermore, the majority of respondents indicated that they access the Internet daily. These findings are a clear indication that the adoption and use of new media is possible if developed and implemented in a strategic manner by the major decision makers. Once the factors that influence media consumption by the residents of NMB were established, an integrated marketing communication framework was developed based on these factors and the highly ranked channels of communication. This study concluded in the development and proposal of an IMC framework for use in communication of city events to the residents of NMB. Managerial recommendations were also given which are expected to enhance the effective implementation of the proposed framework.

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Dharmappa, Sunil [Verfasser]. "Study of the Effectiveness of Online Marketing on Integrated Marketing Communication / Sunil Dharmappa." München : GRIN Verlag, 2018. http://d-nb.info/1176812351/34.

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Culliver, Katherine. "Integrated Marketing and Nontraditional Student Enrollment Decision Making." Thesis, University of La Verne, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10003189.

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Purpose. The purpose of this study was to examine the relationship between university advertising and marketing procedures and techniques and the personal characteristics and motivations of nontraditional students who decide to enroll in bachelor’s degree programs. The overarching goal was to explore the experiences and decision-making processes of these students in an effort to address the lack of data guiding college and university marketing behavior toward this unique population. This project examined the decision making of college-bound individuals through the lens of electronic marketing, traditional marketing, and word-of-mouth marketing methods.

Methodology. An exploratory quantitative research design was used. A survey was designed using a combination of previously validated instruments and questions developed by the researcher to measure the influence of marketing on nontraditional undergraduate students’ enrollment decisions. The sample consisted of nontraditional students who had recently enrolled in a degree/accelerated degree program in one of four colleges/universities in Southern California and had not yet completed a full semester/quarter of coursework.

Findings. A significant difference was found in the amount of marking exposure among nontraditional students by medium. The analysis indicated a significant difference in the influence of marketing across racial and gender groups that also varied by medium. Females were significantly more influenced by the universities’ websites, for example. Males were significantly more influenced by word-of-mouth marketing from family members, and females were more likely to seek out friends than family for information. Also, those belonging to the “other” ethnic subgroup were significantly more influenced by online ads than their African American, Hispanic, or Caucasian counterparts.

Conclusions. Several significant factors were identified that influence the decision-making process of nontraditional students who are preparing to enroll in an institution of higher education. Exposure to relevant marketing materials varies across a number of variables, and the influence of word-of-mouth marketing may be more important to this population when compared to traditional undergraduates.

Recommendations. Further research is needed to inform the marketing methodologies in which institutions of higher education engage when reaching out to nontraditional students. This population’s motivations for enrolling are unique and, when combined with personal sociodemographic variables, represent an important challenge for university marketing professionals.

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Bronkhorst, N. J. "Developing an integrated marketing communication strategy for the MGK Group." Thesis, Stellenbosch : Stellenbosch University, 2010. http://hdl.handle.net/10019.1/80495.

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Thesis (MBA)--Stellenbosch University, 2010.
ENGLISH ABSTRACT: The Marketing of Agricultural Products Act 47 (No 47 if 1996) led to the dilution of single-channel marketing in the agricultural sector. Hence, marketing boards such as the Maize Board were dismantled. New legislation forced agricultural businesses to adapt to the changing environment and turn co-operatives into companies. The new developments also implied that these companies had to reposition themselves to be more competitive in a deregulated market. MGK Group Operating Company Pty (Ltd) is a prominent role player in the agricultural sector in the North West, Limpopo, Mpumalanga and Gauteng provinces in South Africa. Unexpected growth in the company as well as the deregulation of the industry necessitated a bona fide marketing communication department to manage and coordinate all advertising, promotional and communication efforts. After establishing this department all marketing communication efforts were still fragmented. Consequently, the cost-effectiveness of this department was questioned by the company’s board of directors. The MGK Group’s the board of directors received a mandate to follow a holistic approach and formulate a strategy to enhance the impact of its marketing communication efforts while cutting costs. This study sets out to establish whether the implementation of an integrated marketing communication programme can ultimately satisfy the board of directors’ requirements for marketing communication that is more accountable, effective and efficient. This study starts with a literature review of the practices and theories underpinning integrated marketing communication. This is followed by testing the applicability of the various approaches and methodologies in the MGK Group environment. The study is concluded with the formulation of a marketing communication strategy and recommendations based on the needs of the MGK Group.
AFRIKAANSE OPSOMMING: Die Wet op die Bemarking van Landbouprodukte (Nr 47 van 1996) het eenkanaal-bemarking in die sektor verwater. Dit het daartoe gelei dat bemarkingsrade soos die Mielieraad afgeskaf is. Nuwe wetgewing het landbou-ondernemings genoop om in 'n veranderende sake-omgewing aan te pas en koöperasies in maatskappye te omskep. Die aanpassing het ook beteken dat maatskappye hulself in 'n meer mededingende en gedereguleerde mark moes herposisioneer. Die MGK Groep Bedryfsmaatskappy Edms Bpk is 'n vooraanstaande rolspeler in die landbousektor in die volgende provinsies in Suid-Afrika: Noordwes, Limpopo, Mpumalanga en Gauteng. Onverwagse groei asook die deregulering van die bedryf het meegebring dat dié maatskappy 'n bona fide bemarkingskommunikasie-afdeling nodig gehad het om alle reklame-, promosie- en kommunikasie-aktiwiteite te bestuur en te koördineer. Nadat die afdeling op die been gebring is, het bemarkingskommunikasie-aktiwiteite steeds los van mekaar gestaan. Dit het daartoe gelei dat die kostedoeltreffendheid van die funksie op divisievlak bevraagteken is. Die direksie van die MGK Groep het 'n mandaat gehad om 'n holistiese benadering te volg en 'n strategie te formuleer om die impak sowel as die kostedoeltreffendheid van die maatskappy se bemarkingskommunikasie te verbeter. Hierdie studie poog om vas te stel of die implementering van 'n geïntegreerde bemarkingskommunikasieplan uiteindelik in die direksie van die MGK Groep se behoefte aan verantwoordbare, doeltreffende en doelmatige bemarkingskommunikasie kan voorsien. Die studie begin met 'n literatuuroorsig van die praktyk en teorie van geïntegreerde bemarkingskommunikasie. Daarna word die toepaslikheid van die onderskeie benaderings en metodologieë ten opsigte van die MGK Groep getoets. Die studie word afgesluit met 'n bemarkingskommunikasiestrategie en aanbevelings wat op die behoeftes van die MGK Groep gegrond is.

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Camano, Javier. "Integrated Marketing Communications: Branding Plan for Medicare y Mucho Mas." BYU ScholarsArchive, 2006. https://scholarsarchive.byu.edu/etd/472.

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The purpose of this paper is to explain the appropriate and effective use of branding as a vital part of the communication process of an organization. In addition, this project will help identify issues to improve enthusiasm for the use of the brand, help managers become aware of brand loyalty, and show how to measure the effectiveness of the brand.

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Guarda, Dulce Marques. "Plano de Comunicação Integrada de Marketing da Empresa Total Vida : Cuidados Continuados de Saúde LDA." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10180.

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Mestrado em Marketing
Este projecto tem como objectivo a elaboração de um Plano de Comunicação Integrada de Marketing (CIM) para a entidade Total Vida - Cuidados Continuados de Saúde Lda. (Ttv). No plano, foram analisados todos os factores necessários para a sua realização, tais como o ambiente externo e interno, análise da concorrência, dos clientes, do posicionamento, da estratégia da empresa e dos públicos-alvo, análise das Forças (Strengths), Fraquezas (Weaknesses), Oportunidades (Opportunities) e Ameaças (Threats) (SWOT), objectivos e áreas da actuação da comunicação. Após a análise destes factores, o Plano de CIM foi elaborado e conclui-se que a empresa deve apostar no aumento da sua notoriedade a fim de aumentar a sua quota de mercado, através da utilização das novas tecnologias disponíveis no mercado. Estes objectivos são atingíveis através de diversas tácticas como por exemplo a comunicação em revistas da especialidade, a criação de um website, comunicação através de publicidade existente nos media tradicionais e a criação e utilização de uma base de dados com os contactos e informações úteis sobre os vários clientes da empresa.
This project aims to draw up a plan for the company Total Vida - Cuidados Continuados de Saúde Lda. In this plan, the most necessary factors for its accomplishment had been analyzed, factors such as the external and internal environment, analysis of the competition, the customers, the positioning, the strategy of the company and the target, Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, goals and areas of communication. After analyzing these factors, the Integrated Marketing Communication Plan was drawn up and it was concluded that the company should invest in increasing its visibility in order to increase its market share, through the use of new technologies available on the market. These objectives are achievable through different tactics such as communication in health magazines, creation of a website and creation and usage of a database with all the contacts and useful information about the customers.

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Amerian, Irsa, and Natallia Pisareva. "Integrating Social Media into the Marketing Communication Strategy : The Case of ID24." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18314.

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Problem: Integration of social media tools in marketing practice of B2B companies is not a widespread phenomenon yet. However, particular patterns of involvement already exist. Companies get connected through social media and they use Web 2.0 tools to engage the customers in communication and to interact and build relationships with them. Purpose: The overall purpose of this thesis is to deepen and broaden the knowledge of the application of social media into the communication strategy of B2B micro-firms. It aims to compare the integration of social media in direct and indirect, or through publications in press, ways of communicating the customers, and investigates if social media are an appropriate tool to build relationships with the customers. Method: In order to fulfil the research purpose, authors conducted a case study research, used an inductive approach, and gathered the primary data through observation and interviews. Respondents were representing a supplying company, mass media professionals and retailing companies. Conclusion: Integrating of social media channels can be performed through linking different online platforms of the company, engaging its business partners in joint projects and following customers’ preferences in their choice of the appropriate channels. Results of the study illustrate that social media can empower the companies to create, maintain and reinforce relationships both with customers and mass media professionals. The study differentiates various social media platforms in their relevance for communication with customers and mass media professionals. It demonstrates that the blend of the social media and traditional platforms employed by a company is not a constant, but rather a dynamic combination, coordinated with the goals and resources of the company and its marketing strategy. Finally, it suggests companies to be consistent and persistent in developing their social media strategy, providing timely and constantly updated information.

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Li, Xinxin. "Integrated marketing communication for University of Gävle to promote Nursing Program in China." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21666.

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This study aims to explore effective marketing communication strategies for the nursing program of University of Gävle to develop in China. Qualitative method is used in this research. The data is collected from 24 semi-structured interviews with managers in University of Gävle, managers and students in Zhuhai College of Jilin University and Kede College of Capital Normal University. The study finds out that traditional media advertising, online advertising, and public relations and publicity are effective for both students and managers. However, direct communication is particularly effective for managers, while place advertising is especially useful for students. Content about education and country-of -origin are useful for both students and managers. The study provides suggestions about each marketing communication channel and content, and the integrated marketing communication strategy for higher education institution to do marketing communication in China. Therefore, it can serve as a useful reference when making marketing communication strategy for the future higher education institutions cooperation between Sweden or other countries and China.

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Cardoso, Joana Boaventura Sousa. "Plano de comunicação integrada de marketing : Arcos Médica Centro Médico e Dentário." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10772.

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Mestrado em Marketing
Este trabalho de projecto é um Plano de Comunicação Integrada de Marketing para a empresa Arcos Médica Centro Médico e Dentário e para a sua realização, adoptou-se o modelo conceptual de Clow e Baack (2004). Os objectivos do plano são: (1) aumentar a notoriedade e fortalecer a imagem da empresa, (2) estimular a repetição de compra dos serviços da organização, (3) reforçar as decisões de compra, assim como a marca no sector de saúde oral em Portugal e (4) atrair potenciais clientes e fidelizar os já existentes. Nesta medida, pretende-se atingir os seguintes públicos-alvo: (1) segmento-alvo que procura apenas tratamentos estéticos, (2) segmento-alvo que procura tratamentos estéticos e de saúde oral e (3) segmento-alvo que procura apenas tratamentos de saúde oral. O posicionamento desejado é o de uma organização de excelência, com qualidade no serviço prestado, de fácil acessibilidade económica e elevada proximidade com a comunidade local. As áreas previstas de actuação são: (1) comunicação interna, (2) publicidade, (3) comunicação com os media, (4) comunicação on-line, (5) eventos e (6) patrocínio. O plano será avaliado com recurso a: (1) auditorias de percepções e de mensagens e (2) análise do volume de vendas.
This project is an integrated marketing communication plan for Arcos Médica Centro Médico e Dentário. This plan follows the conceptual model of Clow and Baack (2004). The objectives of this plan are: (1) to increase awareness and strengthen the image of the company, (2) to encourage the rebuy of the organization services, (3) to strengthen the purchasing decisions as well as the brand in the oral health sector in Portugal an (4) to attract potential customers and retain the existing ones. In this way, it is intended to achieve the following target groups: (1) segment that only seeks aesthetic treatment, (2) segment that seeks aesthetic treatment and health treatment and (3) segment that only seeks health treatment. The desired positioning is an organization of excellence with quality service, affordability and perceived as close to the local community. This plan focuses on: (1) internal communications, (2) advertising, (3) communication with the media, (4) online communication, (5) events and (6) sponsorship. Finally, the plan will be evaluated using: (1) perceptions and messages audits and (2) sales volume analysis.

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Matos, Ricardo Miguel Rodrigues Franco de. "Plano de comunicação integrada de marketing da empresa Moinho das Feteiras, LDA." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11133.

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Mestrado em Marketing
Este projecto apresenta um plano de comunicação integrada de marketing para a empresa Moinho das Feteiras que opera no sector do turismo de habitação em espaço rural na ilha de São Miguel e tem como objectivo criar e aumentar a notoriedade da marca bem como ajudar a empresa a atingir taxas de ocupação de cama de 80% na época alta e 30% na época baixa. A sua elaboração iniciou-se com a revisão da literatura sobre o conceito de comunicação integrada de marketing e culminou com a elaboração de tácticas adequadas à prossecução dos objectivos da organização. Essas tácticas centraram-se em canais online devido a, por um lado, questões internas como a dimensão da empresa e os recursos financeiros disponíveis e, por outro lado, a questões relacionadas com o contexto como a importância, cada vez maior, da Internet e das redes sociais na comunicação das empresas turísticas e no processo de decisão dos clientes.
This project presents an integrated marketing communications plan for the company Moinho das Feteiras that operates in rural houses renting business and is located in São Miguel island. The plan aims to first create and then increase brand awareness as well as to help the company achieve bed occupancy rates of 80% in high season and 30% in low season. Its development began with a critical literature review on the concept of integrated marketing communications and culminated with the development of appropriate tactics in order to accomplish the organization objectives. These tactics are focused on online channels given, on one hand, internal issues such as the size of the company and its limited financial resources and, on the other hand, market issues like the increasing importance of the Internet and social networks in corporate communications in the touristic sector and in what concerns the decision making process of these clients.

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Paiva, Rui Fernando Romão. "Plano de comunicação integrada de marketing da empresa SINASE – Recursos humanos, Estudos e Desenvolvimento de Empresas, Lda." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/5000.

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Mestrado em Marketing
Este projeto tem como objetivo a apresentação de um plano de comunicação integrada de marketing para a empresa de consultoria Sinase. O plano tem como objectivos aumentar a notoriedade da organização, captar novos clientes e fidelizar os atuais. Inicia-se este trabalho com uma revisão da literatura sobre o conceito de Comunicação Integrada de Marketing. Após a análise dos ambientes internos e externos da organização, é definido o posicionamento desejado, a segmentação, os públicos-alvo, as mensagens-chaves e as tácticas a implementar.
This project is an integrated marketing communications plan for the consulting firm Sinase. The objectives of the plan are to increase awareness of the organization, attracting new customers and retaining current ones. This work begins with a literature review of the Integrated Marketing Communication concept. After analyzing the internal and external environments of the organization, it defines the desired positioning, segmentation, target audiences, key messages and tactics to implement.

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Rebecca, Rodillas, and Bjärkvik Hanna. "When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35983.

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Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. The concept of brand avoidance is one type of personal anti-consumption behaviour which deals with understanding why consumers actively avoid purchasing a specific brand, although the consumer has the financial and physical abilities to do so. Purpose - People are deliberately avoiding brands due to their marketing communication, but the existing research of the underlying reasons are limited and unexplored. Knittel, Beurer and Berndt (2016) previously added advertising as a fifth reason for brand avoidance, though it is not clear whether there are further factors or reasons that affects brand avoidance. By using the elements in the IMC promotional mix as a base, all communication activities a brand is using are included, which makes the study more comprehensive. The purpose of this thesis is to investigate and gain a broader understanding of why consumers deliberately chose to avoid certain brands because of their marketing communication efforts. Method - To fulfil the purpose of the study, an exploratory research design with a qualitative and abductive approach was applied. In the data collection method, focus groups were used and complemented by semi-structured interviews. The aim of using such combination of methods is to limit the risks associated with only having one method for collecting data and further to increase the trustworthiness of this qualitative study. The participants in the study are self-supporting people over the age of 20, living in Sweden. Conclusion - The findings of the study resulted in a revised category called IMC avoidance, based on Knittel et al.´s (2016) advertising avoidance. This, since findings showed that there are more communications tools than advertising that influences a brand avoidance behaviour. The IMC avoidance category includes six components: advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations and personal selling. Researchers within the subject area and marketing managers will benefit from this study in the future, as it contributed with findings within in the fields of brand avoidance, marketing communication and consumer behaviour.

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Dalstam, Malin, Hedvig Nordlöf, and Daniella Holmgren. "The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39986.

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Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. Companies may need to gain an understanding on how various marketing communication tools can be integrated and utilized instead of primarily using one marketing communication tool for the purpose of optimizing the impact of persuasive communication. However, a company’s attempt to control brand related discussions on social media can be executed through the use of influencer marketing. The use of influencers is expanding within the fashion industry but the recognition of influencers being a part of a company’s modernized marketing strategy is low. This causes the researchers inquiry to explore this further. Purpose: The purpose of this research paper is to explore how a company within the fashion industry can use influencer marketing as a part of their integrated marketing communication and how a company can use an influencer to strengthen its brand in view of its brand identity. The study targets the fashion industry in Sweden. Methodology: In order to fulfil the purpose of the study and to answer the two research questions, a qualitative research approach together with a multi-method approach was adopted. Semi-structured interviews and qualitative email questionnaires were used in the empirical data collection process. The selected participants obtained high knowledge in the field of influencer marketing as well as knowledge within the fashion industry. The participants were selected through convenience sampling. Conclusion: The empirical study showed that influencer marketing can be used as a part of a company’s IMC by integrating the influencer with the six marketing communication tools. Furthermore, influencer marketing can be incorporated into a company’s IMC as a tool used to partially control eWOM to a desired target audience by speaking positively about a product, service and brand. An influencer can strengthen a brand through laying a foundation for a brand identity and a brand image to cooperate as a unit. It was further found that the influencer should be integrated internally within a brand identity for the purpose of externally communicating the brand identity to the company’s desired target audience. A conceptual model was developed by the researchers with the intention of providing a comprehensive illustration of the answers to the research questions.

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Elgh, Johan, and Felix Nyberg-Åslund. "Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119149.

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This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. The purpose of this thesis was therefore determined to be to explore what and how different factors influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of internationalisation of software developing small and medium-sized enterprises. Academic literature within three areas, related to the purpose of the thesis, was identified and discussed and presented in a frame of references. The first area concerned the development process of a strategic business-to-business marketing communication mix. Following this, the culture factor, including how communication is affected by cultural differences, was considered as a relevant area to study and add to the frame of references. Finally, the internationalisation process of business-to-business small and medium-sized enterprises was studied. Based on the study of academic theory, an analytical model was constructed and targeted issues for each area identified for the subsequent empirical study. An explorative case study approach was found to be suitable for the purpose of the thesis. It was performed by conducting qualitative interviews with representatives of the studied case company as well as a selection of its customers. Additional secondary data was withdrawn to triangulate with the primary data for the analysis of culture. By applying the analytical model to analyse the empirical evidence, using the academic theories and models from the frame of references, insights were generated and conclusions could be drawn. The analysis found that a key success factor is to build credibility in the eyes of prospects, regardless of where they are on the journey from being unaware of the company to becoming loyal customers. This is due to the risk avert nature of business-to-business decision makers. The most important factor for establishing credibility is to be able to show strong customer references, which makes nurturing present customer relationships a critical activity for success. Further, it was firmly established that the particularly long sell cycle that characterises the software industry in which the studied case company operates in, requires the communication channels to be integrated in order to be effective for the whole customer journey. Channels through which the communication can be adapted to suit a specific audience should be prioritised. Also, cultural differences and similarities should be considered, especially when it comes to views on power and the level of social restraint in the country to which the internationalisation is directed. The digitalisation of communication is a trend that evidently has a significant impact on the effectiveness of a marketing communication strategy. Digital communication channels are becoming increasingly relevant and suitable for communicating customer references, demonstrating product features and conveying corporate brand messages. By developing a business-to-business digital marketing communication strategy that is culturally adapted, the preconditions for the internationalisation of small and medium-sized enterprises are improved. On a final note, this Master’s thesis has identified a number of factors that influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of internationalisation of software developing small and medium-sized enterprises. While this has contributed to academic theory, the findings concerning how these factors influence the effectiveness and efficiency provide practitioners with actionable insights. It is therefore the belief of the authors of this Master’s thesis that the content of this report can help managers of internationalising software developing small and medium-sized enterprises in their communication strategy development process.

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Poças, Inês Fernandes. "Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação de marketing para a empresa Zomato." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/11083.

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Mestrado em Marketing
Este trabalho de projecto é um Plano de Comunicação Integrada de Marketing para a empresa Zomato, uma plataforma online de descoberta de restaurantes presente actualmente em 22 países. Este plano constitui uma ferramenta de planeamento e operacionalização indispensável para a gestão integrada da comunicação de uma organização. O mercado alvo deste projecto será o da Grande Lisboa e para sua elaboração foi adoptado o modelo conceptual de Clow e Baack (2011). O estudo qualitativo efectuado teve a action research como estratégia de investigação. Procedeu-se à recolha de dados primários, através de um questionário online, e de uma entrevista semi estruturada ao country manager da Zomato Portugal, Miguel Ribeiro. A restante informação necessária para a elaboração do plano foi obtida através da recolha de dados secundários. Com os dados obtidos foi possível elaborar diversas análises (interna, externa, de posicionamento e de comunicação da concorrência) e definir objectivos, segmentação, público-alvo e posicionamento desejado. Foram seleccionadas as seguintes áreas de actuação: comunicação do serviço, comunicação com media, comunicação online, eventos, parcerias e responsabilidade social. O plano tático a implementar no espaço de um ano, foi elaborado de forma a atingir os objetivos propostos. Foram ainda previstos métodos de avaliação e controlo.
This project is a Marketing's Integrated Communication Plan for Zomato, an online platform for restaurant search and discovery, currently present in 22 countries. This plan represents a planning and organization tool, essential to any organization?s integrated communication management. The target market for this project is the area of Greater Lisbon and for its execution the conceptual model of Clow and Baack (2011) was adopted. The qualitative study performed had action research as its research strategy. Primary data collection was obtained through an online survey and a semi-structured interview to Zomato Portugal's Country Manager, Miguel Ribeiro. The remaining information needed for this work plan was obtained through secondary data collection. With the collected data, it was possible to develop several analysis (internal, external, positioning and competitor's communication) and define goals, segmentation, target-audience and desired positioning. The following fields of action were selected: service's communication, media communication, online communication, events, partnerships and social responsibility. The tactical plan, to implement within a year, was developed in such a way as to meet the proposed objectives. Methods of evaluation and control were also presented.

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Niemann, Ilse. "Strategic integrated communication implementation towards a South African conceptual model /." Thesis, Pretoria : [s.n.], 2005. http://upetd.up.ac.za/thesis/available/etd-10062005-100746.

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Hanpongpandh, Peeraya. "A comparison of perceptions of public relations, marketing, and advertising educators toward integrated marketing communications." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/917012.

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This thesis sought to answer the research question: How do the top educators in the area of public relations, marketing, and advertising perceive the concept of integrated marketing communications as compared to one another?The mail survey applying Q methodology was sent to 15 top educators in each of the three fields in the United States for a total sample of 45 educators. A total of twenty-five responses were returned representing 55.5 percent of the sample. When the respondents were analyzed by discipline, there were eight responses from the pubic relations educators, nine from the marketing educators, and eight from the advertising educators. As a result the responses from each disciplines comprised, respectively, 53.3 percent, 60 percent, and 53.33 percent of the total sample.The statements in Q-Sorting were collected from the review of literature and in interviews with the Ball State University advertising, and public relations professors. Each statement either agreed or disagreed with the perception of integrated marketing communications. Each educator was asked to indicate how strongly they agreed or disagreed with each statement.A computer program developed for Q-Methodology studies was used to extract the factors from the educators' responses. After the Q-Sorts were tabulated, the researcher identified two factors, Factor I, and Factor II. The majority of Factor I respondents were the marketing, and advertising educators. The majority of Factor II respondents were public relations educators.The researcher concluded that these two groups had clearly different attitudes toward IMC. Stated in another way, marketing educators and advertising educators had similar perceptions of IMC, while public relations educators perceived the IMC concept very differently. Public relations educators indicated that the concept of IMC would be acceptable if it should be viewed as a total organizational communications function.
Department of Journalism

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Coelho, Joana Edward Clode Simões. "Plano de comunicação integrada de marketing para a marca Funny Duck." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21047.

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Mestrado em Marketing
A Comunicação Integrada de Marketing é um processo estratégico de negócio usado pelas empresas como ferramenta de planeamento, implementação e avaliação de programas de comunicação da marca com todos os stakeholders envolventes. Com base nesta premissa, o projeto visa analisar a marca Funny Duck para a ajudar a atingir os objetivos definidos de acordo com a estratégia definida para 2021. A implementação do plano tem como objetivo que a marca aumente a credibilidade e confiança junto dos consumidores, que crie uma imagem consistente e coerente em todos os seus pontos de comunicação e aumente o número de vendas canalizadas por novos ou atuais clientes. Através da recolha de dados internos e externos, foi possível enumerar ações para pôr em prática, de maneira estruturada e organizada. É de esperar que, com a execução do plano desenvolvido para a Funny Duck, esta consiga atingir os objetivos estipulados e que seja o motor para o crescimento das vendas e sucesso da marca.
The Integrated Marketing Communication is a strategic business process used by companies as a planning tool, implementation tool and evaluation of brand communication programs tool as well, with all stakeholders involved. Based on this premise, the project aims to analyze the Funny Duck brand to help it achieve the objectives defined according to the strategy defined for 2021. The implementation of the plan aims to make the brand increase credibility and trust with consumers, create a consistent and coherent image in all its communication points and increase the number of sales channeled by new or current customers. Through the collection of internal and external data, it was possible to enumerate actions to put into practice, in a structured and organized manner. It is to be hoped that, with the execution of the plan developed for Funny Duck, it will be able to achieve the stipulated objectives and that it will be the engine for sales growth and brand success.
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Tadeu, Inês Cristina Reis. "Plano de comunicação integrada em marketing : Instituto de Investigação e Desenvolvimento Tecnológico em Ciências da Construção." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/8129.

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Mestrado em Marketing
Este trabalho de projecto é um Plano de Comunicação Integrada de Marketing para o Instituto de Investigação e Tecnologia em Ciências da Construção - ITeCons, sediado em Coimbra. Para a sua realização, adoptou-se o modelo conceptual de Clow e Baack (2012). Os objectivos do plano são: (1) contribuir para o aumento da notoriedade da empresa, fortalecendo a sua imagem como empresa de referência, (2) atrair 25% de novos clientes (empresas ou individuais) fidelizando os já existentes, (3) aumentar em 20% o número de colaboradores e (4) aumentar a satisfação dos seus colaboradores. Com estes fins, pretende-se atingir os seguintes públicos-alvo: (1) colaboradores do ITeCons, (2) actuais e potenciais clientes: profissionais da área de construção, arquitectos, engenheiros, empresas públicas, (3) associados, (4) fornecedores, (5) instituições de referência na área de negócio do ITeCons e (6) os media. As áreas previstas de actuação são: (1) comunicação interna; (2) comunicação financeira; (3) publicidade; (4) promoção; (5) comunicação do produto/serviço; (6) comunicação com os media; (7) comunicação online; (8) eventos; (9) experience marketing e (10) data base marketing. O plano será avaliado com recurso a: (1) análise do número de novos clientes, (2) análise de facturação e (3) análise do fluxo das redes socais em que o ITeCons estará presente.
This project presents an Integrated Marketing Communication Plan for the Institute for Research and Technological Development in Construction Sciences - ITeCons, headquartered in Coimbra. We adopted the conceptual model of Clow and Baack (2012). The objectives of the plan are: (1) contribute to increase the awareness of the company, strengthening its image as a reference company, (2) attracting 25% of new clients (companies or individuals) and promoting the loyalty of existing ones, (3) increase 20% in the number of employees and (4) increase employee satisfaction. With these purposes, it is intended to achieve the following target audiences: (1) employees of ITeCons, (2) current and potential clients: construction professionals, architects, engineers, public companies, (3) members, (4) suppliers, (5) leading institutions in the area of ITeCons business and (6) the media. The areas of operation provided are: (1) internal communication; (2) financial reporting; (3) advertising; (4) promotion; (5) communication of product / service; (6) communication with the media; (7) communication online; (8) events; (9) marketing experience and (10) database marketing. The plan will be evaluated using: (1) analysis of the number of new customers, (2) analysis of billing and (3) flow analysis of social networks where ITeCons is present.

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Almeida, Rebeca Alves Domingues Pereira de. "Plano de comunicação integrada de marketing para a marca Mariana Poppe Cêramica." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19330.

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Mestrado em Marketing
A comunicação integrada de marketing (CIM) é uma ferramenta essencial para qualquer tipo de empresa pois tem como principal missão unificar, de maneira consistente e relevante, todos os formatos de comunicação que a empresa tem com os seus stakeholders. A eficiência da CIM garante às empresas uma comunicação clara e objetiva que tem um impacto positivo no alcance dos resultados pretendidos. Com este mote, o desenvolvimento deste projeto partiu da análise de uma marca de cerâmicas recente e com grande potencial de crescimento - Mariana Poppe Cerâmica - para, posteriormente, implementar um plano de comunicação integrada de marketing. A estratégia adotada na construção deste projeto foi a Case Study Research. Esta estratégia de pesquisa consiste na análise de pessoas, grupos, eventos, organizações ou outros sistemas que são estudados de forma holística por um ou mais métodos. Foram recolhidos dados secundários sobre o setor de atividade da empresa e toda a sua envolvente externa, bem como, dados primários, recolhidos através do formato de entrevistas semi-estruturadas realizadas à responsável da marca e aos seus stakeholders, com o objetivo de reunir informações que permitam melhorar o conhecimento do negócio. Sendo esta uma empresa que se encontra de momento numa fase inicial e com recursos limitados, o principal contributo é fornecer uma orientação prática com um plano de comunicação integrada que passará pelo desenvolvimento de várias áreas de atuação com o intuito de otimizar a comunicação da empresa.
Integrated marketing communications (IMC) is an essential tool for any type of company because its main mission is to unify, in a consistent and relevant way, all communication formats between the company and its stakeholders. The efficiency of IMC guarantees a clear and objective communication for companies, which has a positive impact on the achievement of the intended results. With this motto in mind, the development of this project stemmed from the analyses of a new pottery brand with great potential for growth - Mariana Poppe Cerâmica - with the purpose of implementing an integrated marketing communication plan afterward. The research strategy adopted in this project was a Case Study Research. This type of research strategy consists in analyzing people, groups, events, organizations or other systems which are studied in a holistic manner using one or more methods. Secondary data about the company's sector and its external context were collected. Primary data was also collected through semi-structured interviews with the owner of the brand and its stakeholders, in order to improve the knowledge regarding the business. Being a company that is currently in an initial phase and with limited resources, the main contribution will be to provide a practical orientation with an integrated communication plan that will involve the development of several areas of action in order to optimize the communication of the company.
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Ågren, Maria, and Martina Ölund. "Storytelling : A Study of Marketing Communication in the Hospitality Industry." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-897.

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There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector.

The hospitality industry is one of the largest service sectors, facing fierce competition. Many hotels have a story to share and storytelling is today a buzzword in the industry, but it has not received much attention in the academic world. Therefore, little is known about storytelling from a business administration perspective, more specifically marketing communication, which is our field of interest in this thesis.

The purpose of this thesis is to study and analyze storytelling and how it is used as marketing communication in the Swedish hospitality industry.

To fulfill our purpose, a qualitative study with an inductive approach was chosen as suitable. Primary data was gathered through interviews with managers from nine different hotels, which all work actively with storytelling. Theories regarding service marketing, marketing communications, and storytelling helped us to collect appropriate empirical data and also to structure the analysis.

Storytelling in the hospitality industry is an identity or an image, and the purpose of using storytelling is to be remembered and to mediate a feeling. As a concept, it requires attributes and a certain level of truth is important to remain trustworthy. Furthermore, storytelling facilitates the communication process between the hotels and their customers and it often strengthens customers’ attitudes towards the hotel. Both private and business customers are attracted by stories, but it is easier to communicate the story to large groups during a conference. It is however difficult to mediate the whole concept through marketing communication tools as it is too compound. Storytelling facilitates an integrated marketing communication as it becomes an image and word of mouth is increased due to that people talk about the unexpected.

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Albarino, Laurie Ann. "Nonprofit Leader External Communication Strategies to Attract New Donors." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7853.

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Approximately 64% of nonprofit leaders struggle to connect with supporters through fund initiatives alone, and 59% of nonprofit leaders lack the marketing communication capability to attract new donors. Fundraising is vital to nonprofit organizations' sustainability and essential for successfully attracting new donors. The purpose of this qualitative single case study was to explore effective external communication strategies used by 3 southern California nonprofits through the conceptual lens of the integrated marketing communications theory. Data were gathered using semistructured interviews, a review of organizational documents and online databases, and the Baldrige Excellence Framework. The data were analyzed using Yin's 5-step process. The two key themes that emerged were process strengths and process opportunities. The results of this study could contribute to positive social change by helping organizations strengthen external communications strategies to increase new donors and financial capital to achieve mission goals.

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Calisto, Mariana Aragão Lamy Pereira. "Plano de comunicação integrada de marketing para o cinema São Jorge." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19196.

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Mestrado em Marketing
Este projeto tem como objetivo o desenvolvimento de um Plano de Comunicação Integrada de Marketing (CIM) para o Cinema São Jorge (CSJ) para o ano de 2020. Neste trabalho propõe-se um investimento no departamento de comunicação do cinema, que é ainda muito recente, com o intuito de re(definir) a identidade do Cinema, melhorar a imagem e notoriedade, aumentar os números de bilhetes vendidos e o total de espectadores anuais, que frequentam o cinema, e por fim, desenvolver estratégias para otimizar a comunicação nas redes sociais. Este projeto desenvolve-se na área de planeamento de comunicação e utiliza uma combinação de método qualitativo e quantitativo para recolher informação de suporte à elaboração do plano. Assim, no que diz respeito à recolha de dados primários, foram realizadas seis entrevistas semiestruturadas e lançado um questionário online que permitiu obter 98 respostas válidas. A restante informação foi recolhida através de dados secundários. A recolha de dados permitiu obter informação sobre a imagem e notoriedade do cinema, o posicionamento percecionado e o perfil demográfico, tanto do público atual como do que se pretende atingir. Concluída a análise dos resultados obtidos foi possível definir estratégias de atuação, para o próximo ano, recorrendo às áreas de comunicação do serviço, comunicação online, publicidade e eventos, com o objetivo de captar um novo público mais jovem para o Cinema.
This project is an Integrated Marketing Communication (IMC) Plan for Cinema São Jorge for the next year, 2020. This plan proposes an investment in the cinema communication department, which is still very recent, in order to (re)define the identity of the cinema, improve its image and awareness, increase the number of tickets sold and the total number of annual spectators attending the Cinema, and finally, develop strategies social media communication. This project is developed in the area of communication planning and uses a combination of qualitative and quantitative methods to gather information to support the preparation of the plan. Thus, with regard to the collection of primary data, six semi-structured interviews were conducted and an online questionnaire was launched which yielded 98 valid responses. The remaining information was collected through secondary data. The data collection allowed to obtain information about the image and awareness of the cinema, the perceived positioning and the demographic profile, both of the current public and of what is intended to be achieved. For the collection of primary data six semi-structured interviews were conducted and an online questionnaire was launched. The remaining information was collected through secondary data. After the analysis of the results obtained, it was possible to define strategies for the next year using the following fields of action; service's communication, online communication, advertising and events, with the objective of attracting a new younger target for Cinema.
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Baron, Michael. "Integration of marketing communications in historical development: informational content analysis of websites and magazine advertisements in Australia." Thesis, Curtin University, 2008. http://hdl.handle.net/20.500.11937/992.

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It has taken advertisers many years to develop integrated advertising communication strategies that could incorporate many or all traditional marketing communication channels that developed separately, such as billboards, magazine advertising, television and radio. All of the marketing communication channels were usually integrated with one another in order to produce messages that were comprehensive as well as unified across all of these channels. However, the rapid development and growth of Internet communications resulted in the need to review traditional approaches towards advertising to accommodate the new communication medium. Initially (in the late 1990s) there appeared to be a lot of confusion about the role Internet communications were to play in advertising campaigns and whether they were destined to supplement traditional marketing communications or to replace them. It was also not clear how to combine interactive communications with non-interactive ones. The thesis investigated and compared content of both traditional (magazine advertisements) and emerging (websites) advertising communications in Australia at the turn of the century. The focus of this investigation was on the identification of the informational content of magazine advertisements and websites as well as the degree of integration between these two marketing communication channels.The thesis addressed arguably two of the most critical (if not the most critical) areas of marketing communications of the time: informational effectiveness and identification of key informational content elements in both magazine advertisements and websites as well as integration between magazine advertisements and website marketing communications during the early days of the Internet marketing. Informational content analysis of magazine advertisements and websites identified a number of content-related differences between the two types of marketing communications. It also revealed that content of web-linked magazine advertisements was likely to differ from the content of magazine advertisements that did not include a link to a website.

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Mudzanani, Takalani Eric. "Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani." Thesis, North-West University, 2013. http://hdl.handle.net/10394/9181.

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Responding to the need to fill the research gap in the area of museum integrated marketing communication, the study investigated the planned, unplanned, product and service messages of selected museums in South Africa. These selected museums were the Ditsong and Iziko clusters of museums in the Gauteng Province and the Western Cape Province respectively. The clusters were selected because they are the biggest clusters of museums in the country. In an attempt to fill the research gap, the goal of the study was to develop and present an integrated marketing communication framework for the selected museums. In order to realise the goal of the study, four objectives were set. Consistent with the first objective chapter 2 analysed the South African cultural tourism sector. In this regard, the literature review revealed that South Africa’s cultural product offering is multifaceted with arts, cultural villages, literature, battlefields, museums, heritage sites nd religion comprising the main tourist attractions. Moreover, the literature review revealed that the two clusters of museums offer diversified product portfolios. The second objective was achieved in chapter 3 by analysing integrated marketing communication by means of a literature review. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) messages to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The third objective was to analyse empirically the planned, unplanned, product and service messages of the Ditsong and Iziko clusters of museums. The results of the empirical phase of the study were presented in chapter 4. Following a mixed methods research approach, the first component of the empirical phase involved in- depth interviews with the marketing managers of the museum clusters while the second component involved a survey of visitors to the clusters. The qualitative data was analysed by establishing themes which had emerged from the interviews with the marketing managers. The quantitative data was analysed using the SPSS programme. In order to establish the relationships between the variables, a factor analysis was conducted. In addition, T-tests and ANOVAs were also conducted. The factor analysis produced three factors namely, factor 1: Above-the-line media, factor 2: Internal and external marketing and factor 3: Marketing public relations. The t-test and ANOVAs revealed that the respondents across age, province of residence, visitor retention and educational level rate service messages the most highly of all the IMC messages. On the whole, the empirical study revealed that both the participants and the respondents share the same views on what should be done in terms of the planned, unplanned, service and product messages of museums to ensure message consistency and maximum communication impact. The structural equation modelling indicated the interrelatedness of the various messages as well as their influence on one another. The fourth objective was to develop and present an integrated marketing communication framework for the Ditsong and Iziko museum clusters. This objective was realised in chapter five. The framework was informed by both the literature review and the empirical study. As regards the literature review the framework differs from some other works on IMC in that an attempt was made to align the framework to IMC message typology in its entirety. With regard to the empirical study, the IMC programme phase of the framework incorporates the recommendations of the respondents. It is hoped that the framework will empower the museums both to ensure message consistency and to maximise communication impact in spite of the divergent message needs of their multiple stakeholders.
Thesis (PhD (Tourism Management))--North-West University, Potchefstroom Campus, 2013.

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YANG, CHING-JU, and 楊靜如. "Integrated Marketing Communication of NPOs." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/b2agbg.

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碩士
國立中山大學
企業管理學系研究所
96
Keen competitions have made non-profit organizations (NPOs) harder to survive. For the sake of acquiring sufficient resources, more and more NPOs operate like firms. They utilize commercial business models to obtain sufficient capital in order to achieve organizations’ objectives. It is crucial for NPOs to serve marketing methods to grab attentions and enhance sales during the process of commercialization. Yet literally few papers have discussed the role of integrated marketing in the realm of NPOs, let alone studies on temples. This thesis aims at using case method to understand how temples use integrated marketing tools and to provide suggestions in order to enhance the operation of temples and local economy while achieving long-run sustainability. This research serves integrated marketing concepts as the theme and used case methods to discuss on how temples use integrated marketing tools and strategies. This study has also formed a performance model on evaluating NPOs’ integrated marketing efforts. Situation analyses, current status examination and suggestions to the underlying temple are also provided in this thesis for the sake of enhancing sustainability of the NPOs.

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Shen, Jung-Hua, and 沈榮華. "The integrated marketing communication in Multi-Level Marketing." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/68330323236411234170.

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碩士
國立中山大學
企業管理學系研究所
90
The main purpose of the integrated marketing communication is to consolidate various marketing modes, to provide customers and prospects with clear and consistent information, and to bring the most benefits of communications. In these years, the direct-selling businesses have stepped on the right track, and have expelled the illegal or weak brands from this market. The existing companies and products are with competition-advantageous brands in the MLM market. The integrated marketing communications are becoming more important as it makes the customers focus on the uniqueness of the products and buy the products. This study discovers that the Bionatural (百內爾) Co. has achieved the merits of delivering clear and consistent image and information in using integrated marketing communication. It is in an advantageous position in the niche market that the Bionatural (百內爾) Co. held the rights of selling high-tech products in the 21st century. The purpose of multi-level marketing is the personnel marketing. It is using the principle of multiple markets and through the sharing power of customers’ public praise in nice response, to set up a large selling system, and to let these customers obtain rational rewards. So it is not like any traditional companies using stores to sell their products. With fully utilizing communication tools, besides the traditional communication model of one-to-one, every direct selling co. in this study has used TV, newspapers, broadcast, magazines, and network to shape a clear image. This study provides 6 items of suggestion for the direct selling co. in the planning of integrated marketing communications: 1. Attach importance to the integrated marketing communications for companies and sellers synchronously. 2. Grasp the market’s changes and trends. 3. Operate with the emphasis on major customers. 4. Focus on every opportunity where the brand comes to interface. 5. Utilize the various tools of communications to result in a better reword plan. 6. Incorporate network marketing resources to enhance the image of direct selling co.

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LIN, LI-FU, and 林立夫. "APPLICATION ON INTEGRATED MARKETING COMMUNICATION MODEL." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/14575839668195236801.

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碩士
國立臺北大學
企業管理學系
91
Since Professor Don E Schultz initiated the concept of integrated marketing communication, it earned a lot of discussion and application. In Taiwan, recreation vehicles are getting more market share because of the change of life style. Automobile companies use more marketing channels and media to promote their products. The purpose of this research is to understand the application of IMC model on Sport Utility Vehicle products. The research is a qualitative case study on SUV products, using modified IMC model from former researchers’ analytical framework, such as Belch & Belch’s concept of marketing planning process, Burnett & Moriarty’s marketing mix elements: Product, Price, Place, marketing communication, Schultz’s database marketing and Duncan’s view point of stakeholders. According to those opinions, the research created a modified IMC model to analyze the marketing plan and activities of SUV products. After the qualitative analysis of the specified case, the researcher delivered the feasible IMC model and got the conclusion as below: the design of marketing organization will affect the IMC efficiency and effectiveness; IMC must start with customers; concern all related stakeholders; use cross marketing channels and media, speak with one voice to achieve the synergy. He also gave some suggestions: create a high level position of IMC function; spend more budget on Internet marketing campaign; more interaction with general motorcade.

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Weng, Ming Lung, and 翁銘隆. "The application of integrated marketing communications in cross-disciplinary integrated platform–new vision integrated marketing communication co., ltd. as a case study." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/36955500478443092776.

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碩士
國立政治大學
經營管理碩士學程(EMBA)
99
The integrated marketing industry in Taiwan faces a low gross-profit challenge because the limited market share and its growth is highly relevant to the worldwide economy. Providing a creative service becomes a trend for the industry to respond those tough situations. Although the Taiwan government has been putting a lot of resources into the cultural and creative industry and President Ma Ying-Jeou announced that the year of Taiwan centenary (2011) is “Taiwan Design Year,” most of Taiwanese design companies could not cross through a marketing chasm successfully. Most creative products could not been accepted by mass consumers. Thus, this research seeks to explore the application of integrated marketing communications in cross-disciplinary and then analysis the feasibility of changing creative product developing processes with the integrated marketing communications model. This research uses the transaction cost theory and takes New Vision Integrated Marketing Communications Group and its subsidiary company, Unique Art Integrated Platform of Creative Products, as case study to evaluate the efficiency in creative product developing processes. This research concludes that “Unique Art Integrated Platform of Creative Products” which applied the integrated marketing communications model into the cultural and creative industry in Taiwan, indeed increased the possibility of developing creative products, decreased transaction costs in developing creative products, and shortened the whole developing process, from searching for a design to launching a product. Most importantly, consumers are beneficiaries, spend less money to buy creative products, because of this new business model.

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LI, DING, and 丁立. "Recruitment sites of Integrated Marketing Communication Strategy." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/33941031353824016347.

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碩士
中國文化大學
新聞研究所
98
Arrival of cybertimes, because popularization its take and person who live, influence enterprise seek talents with change , job hunter of application way, utilize manpower intermediary website divided by let enterprise can is it ask source just to expand, let job hunter can through intermediary website fast convenient to browse through numerous duty of enterprise scarce manpower too, under this development, demand and proportion used present the growth by a wide margin . Just enterprises and job hunter favor in order to be asked, can see intermediary's websites of manpower using various kinds of medias (the TV , broadcast , network , magazine) come to go on 「Integrated Marketing Communication」(IMC), propagate one's own brand, the database that hunt for a job in order to attract user's log-in, database that and just invite the manufacturer to join. This research is regarded as case study with 104 manpower banks , 1111 manpower banks , yes123 job hunting network and 518 manpower banks, the database of travelling is used , on sale throughout tactics and media tool to combine using , interests relation people and benefit to assess etc. and face from combine marketing, understand that intermediary's websites of manpower combine marketing and propagate the tactics pract ice , obtain the conclusion by way of building and constructing . Can learn with case analysis and depth interview result this time, combining marketing can offer manpower occupation rate of market of intermediary's website , important marketing conduct channelling to propagate into the resume and increasing website's flow, the company should use the database properly , propagate the tactics in order to develop effective merger marketing under the limited budget, under the circumstances that flat and specialized marketing is organized , combine application of all kinds of media tools, can reach the best comprehensive result of tactic marketing , in addition, establish the interests and concern communicative channels of people in pluralism, train and keep the long-term relation, in order to improve the corporate image , the end, should use and face more performances and assess the way , by way of according with the best tactic marketing of the company in development. Is it is it let manpower intermediary website among combining Red Sea to on sale throughout circulation way to hope to that is to say, the threat of knowing the external environment is clicked, with websites' best favourable basic point. The researcher in the future observes the intermediary bank of manpower sustainably and develops , passes through and studies or deepens the discussion further to this research conclusion .

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Lin, I. Piao, and 林宜標. "Allied strategy of integrated marketing communication in exhibitions." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/95436648305417677408.

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碩士
國立政治大學
經營管理碩士學程(EMBA)
97
The large-scaled cultural exhibition market in Taiwan has enjoyed a boom since the 1990’s. Successful mega exhibitions lasting three months in average require the investment of large amount of manpower, funds and promotion. Usually, the public museums own the know-how to plan and execute cultural exhibitions. However, public museums in Taiwan have failed to hold these events due to the lack of budget and channels of promotion. One specific phenomenon has appeared -the media involvement. Print media with two advantages- sufficient funds and promotion tools, have gradually devoted themselves into the mega cultural exhibition market. Among all the media, United Daily News Group (Udngroup) and China Times Group are the most well- known. The cooperation between the print media and museums created the chance to bring the world famous artistic master pieces and the legacies of ancient civilizations to the general public in Taiwan. Many of these exhibitions attracted several hundred thousands of people. It has been found that many people who do not fit the profile of “museum-goers” had been influenced by the popularity of some cultural exhibitions and were willing to-join the events. However, many relevant researches had judged that the investments of the media on the cultural exhibitions are mostly based on commercial considerations. By the case of “The Ancient Egyptian Art from Musée du Louvre” exhibition holding by Udngroup in National Science and Technology museum from 2000 to 2004, this research illustrates the thinking pattern of the organizers and the integrated marketing operation. Furthermore, this research elaborates whether the involvement of the media has more pros than cons to the museums, the general public, visitors, and the exhibition itself. Following are questions of this research : 1. For the organizers (museums or the media), the major objective of holding mega cultural exhibitions is to attract visitors and build up positive images. The question is whether those two objectives can be actually achieved by the operation of integrated marketing communication. 2. When promoting intangible products, such as short-term exhibitions, it is essential to transfer the non-quantitative and intangible cultural concept into certain “brand image” in order to communicate with consumers more effectively. This research illustrates how to manage this process by using integrated marketing communication strategies. 3. Mega exhibitions are usually criticized because organizers tend to focus more on commercial benefits than cultural values. This research attempts to assess that via integrated marketing communication, whether it is possible to benefit organizers with financial earnings, visitors with cultural satisfactions, and the general public as a whole at the same time and create an all-win situation. Following are findings of this research : 1. In terms of attracting more visitors, to promote intensively by the media with more lively marketing strategies is proved effective. The evidence is that successful exhibitions in past decades were all involved with the media. In terms of building positive images, organizations holding exhibitions frequently have set up the strong brand authorities due to the recognition of the general public. 2. Strong cultural features of ancient civilizations, plus people’s basic knowledge deriving from the education since their childhood have made it easier to promote cultural events. With the markup of the intensive promotion of the media, brand images of exhibitions are built up quickly. 3. The plan and execution of mega cultural exhibitions frequently require large amount of funds, usually more the ten million NT dollars. The budget distributed by the government to the museum can’t afford to hold these exhibitions. The media are profitable organizations with sufficient funds and the know-how in marketing and promotions. The cooperation pattern between museums and the media have resulted in more successful events with numerous visitors. It can be concluded that this pattern has created the all-win situation which has benefited organizers with financial earnings, visitors with cultural satisfactions, and the general public as a whole at the same time. This research paper includes five chapters. The first chapter is the introduction, demonstrating the research motivation, research background, questions, structure, and limitations. The second chapter is the literature review collecting and critically analyzing the theories relevant to “mega exhibitions”, “museums marketing”, “cooperation between the media and the museums”, and the international and domestic researches on integrated marketing communication. The third chapter is the research methodology. This research adopts research methods including case study, interview, and secondary data analysis. Important concepts are also demonstrated with clear flow charts. The forth chapter is the case study in depth. The chosen topic is “The Ancient Egyptian Art from Musée du Louvre” exhibition holding by Udngroup in Taipei. The fifth chapter includes the conclusions and recommendations. This chapter presents the findings of the research and recommendations to organizers- both the media and the museum, and the future researcher. Keywords: Cultural exhibitions, integrated marketing, media, museum.

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Chen, Chun-Hui, and 陳春卉. "Integrated Marketing Communication in Multi-level Marketing Networks：A Case Study of Avon’s Marketing Campaign." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/89633876863984042991.

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碩士
佛光人文社會學院
傳播學研究所
94
This study on integrated marketing communication in multi-level marketing network: a case study of Avon, attempts to understand IMC strategy and its implementations of Avon. Avon has established 23 years in Taiwan, and became a multi-level marketing company in 2004. In marketing systems , Avon is , at present, the only cosmetic company with store marketing. Furthermore, it is the biggest female direct marketing channel in Taiwan. Avon has both direct selling and retail selling. Undoubtedly, Avon is the representative in multi-level marketing and this case is the first big IMC activity. The communication tools in this case include TV advertisement, sales, events, drama, campus activities, mobile phone messages. No matter quality or quantity, this case is a outstanding model. Therefore this study use case study and personal interview to identify the IMC multi-level marketing network of Avon. The major findings of the research are summarized as follows: 1.The employees in Avon highly appraise this activities. 2. Avon have a great database, so it is good for data mining. 3. In the process, every department do their best and help each other. So Avon gains better accomplishment. 4. During the IMC process, especially advertisement and sales departments performed very well. 5. Avon has not enough products for young people. 6. Avon should overcome the obstacles for evaluating the effectiveness of IMC.

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Lee, Hsin-Lin, and 李欣霖. "The integrated marketing communication strategy of heavy metal music." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/16224726108243826496.

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碩士
國立臺灣大學
國際企業學研究所
93
This paper attempted to combine the newly-rising concept of marketing in the 90s—the strategy of integrated marketing communication and heavy metal music. The researcher expected to construct a systematic model which can comply with the marketing of music industry. Initially, the researcher employed the analysis of literature and historical structural analysis to generalize the diffusion pattern of American heavy metal music. With the profound interview with Rock Empire Music and Universal Music, the researcher further access to the production and marketing process and authorization of the industry of Taiwan heavy metal records as well as the model of importing foreign records in order to recognize the important beneficial parties of industry value chain. After analyzing the above information and initially establishing the integrated marketing communication model which was suitable for music industry, the researcher proceeded with profound interviews with three target companies of TRA Music, Rock Empire Music and Magnum Music in order to understand how these promoters of Taiwanese heavy metal music operated the strategy of integrated marketing communication and promoted heavy metal music in Taiwan. With examination and modification of the model of integrated marketing communication, the research finally found out that this theoretical model could actually function as the basis with respect to the marketing communication planning of the promoters of heavy metal music. Upon the modification of partial process and elements of marketing communication, this model could also be applied to the promotion of other kinds of music. The modified model was divided into five sections: (i)Consumer: One should employ qualitative analysis and quantitative analysis to access to the consumers which could function as the basis for establishing the categories of consumers. The researcher could further select the target customers and explore their authentic demands. (ii)Other stakeholders: one should initially examine the possible individuals or groups who might affect the promoting activities of music and explore their benefits. (iii)Development of marketing planning: With regard to the consumers of each section and various beneficial parties, one could respectively design a communication message which could convince them to discard other opportunities and manage the resources upon the marketing communication of heavy metal music. (iv)Elements of marketing communication mix: One could employ concerts, records, music videos, radio stations, public relation, personal sales, print promos, Internet and magazines to spread the communication messages. (v)Coordination of products, prices and channels: The prices, products and channels should comply with the communication messages designed by the marketing plans.

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Chen, Ching-Wen, and 陳慶文. "The Integrated Marketing Communication Research of Digital Publishing Industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/13186709495482487639.

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碩士
世新大學
圖文傳播暨數位出版學研究所(含碩專班)
99
The value and spirit of publishing lies in the content and distribution, so as to the core value of digital publishing. However, along with the era of digital publishing, the stakeholders in publishing industry should concern not only the issues of digital technology but also the differences between traditional and digital publishing such as instantaneity, variety, mobility, and quantity . According to those characteristics, how to design a logistic model of digital publication to meet customers, needs is the goal in publishing industry. Integrated marketing communication is dissemination model built up by the circle of customer, enterprise, and media. Even so, can digital publisher make the best profit by using this model？ In this research, we are going to realize the business operation of digital publishing nowadays, and to view how the digital publishing using integrated marketing communication, finally, we collect knowledge and information which are related to integrated marketing communication using by digital publishing industry. We collected interview data to compare and analysis the general situation of seven digital publishers which use integrated marketing communication, and to compare if any differences while they conduct it as their marketing tools. Besides, we propose suggestions and analyses according to our research results. Our research shows that the operation model of digital publishing is still in development and we also found out few phenomenons as following: First, the development of digital industry is not mature. The quantity, format, and the consumers, using habits of digital publication are not reach the expected standard. Second, digital publishers, best tool of integrated marketing communication is online marketing since its consumption model is built up by Niche market and small numerous markets. Third, digital publishers control the demand and investment in the marketing by using KPI (Key Performance Indicators) of online marketing which is built up by integrated marketing communication. Only with its restrictions on the products, application is still in the learning stage for the consumers, and also the difficulties in using multiple marketing tools. There are few suggestions for the development of digital publishing in the future. First, digital publishing should not only put the emphasis on its technology and format, but also on the content and consumers, needs which publishers commonly lack of. Second, authorization and protection for intellectual property rights play a key role in the development of digital publishing. The protection and management for paper, digital, internet, and software should efficiently secure the rights of related-enterprises and consumers.

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Lee, Mei-Hui, and 李美慧. "Construction and Measurement for Integrated Marketing Communication Performance index." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/34143462199431931491.

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碩士
義守大學
管理科學研究所
90
This research focus on analyzing Integrated Marketing Communication (IMC) from different perspectives, and how the IMC working. We have built the most suitable measurement from an abstract concept and evaluate the pros and cons of the IMC further. After using questionnaires to analyze how the corporations practice the concepts of IMC in Taiwan, we explored the acceptance and popularities of these corporations. Finally, we built the index of IMC performance measurement. By reviewing literatures, we found out related structures of the IMC and further developed questionnaires into two steps: the first step used “Experts’ opinion survey” to interview the top twenty advertising companies in Taiwan. After interviewing with six advertising companies, we divided the IMC performance into integrated degree and marketing performance, then modified the IMC performance measurement and organized to “Stakeholder-orient”, “Bicommunication”, “Database usage”, “CEO’s support”, “Department coordination”, “Information consistency”, “Complement on marketing and communication tools ”, “Planning the process of IMC”, “The way to budget” nine structures. Thus, checking and completion the importance of the IMC structures and marketing performance were done. The second step, we sent questionnaires to the top hundred companies to measure the main factors that affect the IMC, and analyzed their IMC performance. The research results are: 1.The more integrated degree does, the higher marketing performance gets. 2.There is high relation between integrated degree and “satisfaction” of marketing performance. 3.There are high relation between “planning” of integrated degree and “satisfaction” of marketing performance, and high relation between “implementation” of integrated degree and “proceeds” of marketing performance. 4.Through measuring the implementation degree of IMC in native intestine enterprises by Fuzzy Statistics, it can sign out that the implementation degree of IMC is higher than “Most implement”。

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Antão, Raquel Rodrigues. "An integrated communication plan for herdade dos Arrochais." Master's thesis, 2013. http://hdl.handle.net/10071/6941.

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Project
presente tese de mestrado é um projecto-empresa em cooperação com a Herdade dos Arrochais, uma empresa produtora de vinhos Alentejanos, com localização na Amareleja (Alentejo), cujo reconhecimento por parte dos consumidores é reduzido embora os seus vinhos tenham um grande potencial. Após a identificação do problema, foi analisada toda a envolvente macro-económica, o sector, a concorrência e o consumidor por forma a identificar as oportunidades existentes. Foi igualmente efetuada uma análise interna, que permitiu a identificação das principais lacunas da empresa, e uma revisão de literatura e uma revisão de literatura que permitiu enquadrar os principais conceitos teóricos que estão na base deste projeto. Apesar da atual crise económica, os portugueses continuam a ser dos maiores consumidores de vinho do Mundo, pelo que o problema que se verifica está relacionado com a falta de reconhecimento da marca. A solução encontrada para aumentar o valor e a notoriedade da marca, conquistando clientes e aumentando as vendas, foi um plano de comunicação integrada. Assim, foi elaborado um plano com especial enfoque na proposta de comunicação através da criação de um Website, com o intuito também de melhorar a distribuição. A proposta realizada resultou no desenvolvimento de ideias e ações, reforçando os principais pontos fortes encontrados e criando novas vantagens competitivas, sem esquecer as limitações monetárias da empresa, bem como a concorrência.
The present masters’ thesis is a company project with the cooperation of Herdade dos Arrochais, a wine producer in Alentejo, situated in Amareleja (Eastern Alentejo). Although these wines have great potential, they are not very well known amongst consumers. Once the problem was defined, the macroeconomics environment, the sector, the competitors and the consumers were analysed, in order to identify existing opportunities. An internal analysis was also carried out which helped to determine the company’s main shortfalls, and the literature review that allowed to frame the main theoretical concepts which are the bases of this project. Despite the present economic crises, Portuguese people continue to be one of the major wine consumers in the world. However, the problem that arises has to do with the lack of brand awareness. The solution to the problem is a plan for integrated communication, to enhance the value and prestige of the brand, gain new customers, increase the consumer pool and boost sales. The main emphasis was on a communication proposal plan that focused on the creation of a website, but also with the intention of improving distribution. The proposal resulted in the development of ideas and actions, as well as reinforcing the principal strengths of the business, creating new competitive advantages but bearing in mind the monetary limitations of the company and not forgetting about other competitors in the marketplace.

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Hsu, Chiung-Fang, and 許瓊方. "The Impact of Relationship Management and Datebase Marketing on Integrated Marketing Communication Performance." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/81814401571123633610.

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碩士
國立雲林科技大學
企業管理系碩士班
90
Integrated Marketing Communication,（IMC,）has been increasingly accepted by market, marketers and advertisement agents worldwide. Facing multiple media, tons of information and homogeneous products, the advertisement agents are seeking for the competitive weapon of maximizing profit and minimizing cost; however, IMC is the answer. IMC integrates multiple communication tools with emphasis of strategic perspective, providing clear and consistent information and pursuing maximum of communication performance. IMC organizes from advertisement reform theory, which is developed in U.S. to solve economic depression and structural change. The basic principle, integrating relevant elements of advertisement and promotion activities with statistical and scientific methods to deliver communication functions, however, is controversial; not only a theory, as other scholars emphasized, is IMC but a brand-new communication form with continuous trying and efforts, and encouragement of abandoning traditional operation mode. Its feature of undefinition increases attraction and potential. IMC represent the mainstream of age and will find its position under trial and error of sectors. The study attempts to explore the operations of IMC with perspective of relationship management and database marketing, including the effects of partnership between enterprises and advertisement agents, internal relationship and application of technology, and effects of internal relationship to relationship management and database. Since IMC has long-term effects and result, it is the priority of choosing an appropriate advertisement agent who understands corporate culture and is able to deliver complete and consistent information to customers. The domestic 500 greatest advertisers are selected as research subject, company information are collected via questionnaire, result to 77 effective questionnaires. The analysis of data adapts correlation analysis, factor analysis, multiple regression analysis, and hierarchy regression analysis, indicating the following research results: 1.The commitment and relationship of communication between advertisers and advertisement agents effects IMC performance. 2.Support from top executives and employee recognition both effect IMC performance. 3.Support of database also effects IMC operation and performance. 4.Market orientation does not have significant moderating effect on commitment and trust. Function integration to commitment and trust reveal significant; and employee recognition has no significant moderating effect on relationship management. 5.The moderating effect of market orientation to the establishment of database appears significant. Support from top executives has significant moderation against the establishment of database. Function Integration possesses no significant moderating effect on the establishment of database and communication tolls. Employee recognition to both the establishment of database and communication tools appears not significant.

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Chang, Yen-chin, and 張延勤. "The study Taiwan International Orchid Show based on integrated Marketing Communication、Placement Marketing." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/u5zxqx.

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碩士
國立中山大學
傳播管理研究所
97
Abstract Festivals in local tourist activities are short-term and intensive, high frequency change, those characteristics also make the sponsors and tourists communicated more urgent. Taiwanese leisure time significantly increase since the two-day weekend policy, the tourism demand had up to 80%. Therefore, the trend of Taiwan''s tourism and leisure industry has getting into a new style of integrated local economic need and resource to satisfied people requirements. A new trend is integrated local resource, increased the visibility and attraction of city. Taiwan International Orchid Show is the successful campaign which has bring a lot of benefits to the local government (Tainan County),it is a great successful marketing case study of local tourist festival. The two main topics of this study are howto use proper communication channel and placement marketing in this festival. The study based on Taiwan International Orchid Show as a case study, took Participant Observation for three years, Semi-structured Interviews with programmer of this projects and assisted with Secondary Data Analysis. Aiming to make suggestionsabout Integrated Marketing Communication and placementmarketing in local tourist festivals. The study found the team of Taiwan International Orchid Show used marketing methods include: (a) effectively usingintegration of communication methods to make the greatest achievement. (b) Creating the brand loyalty and high standing ofthis festival. (c) Integrating both national and local communication channels. (d) The strategy of marketing plan has been practiced completely to reach highly exposure. (e) PR strategy practicing is properly and suitable controlled by high-level team leader. In the content of marketing communication includes (a) the relevance of personal, (b) thetransference of role, (c) the information transmission (d) the implementation of immersive. In marketing strategy and tools include: (a) a correct market positioning, and well and properly used the communication tools and messages delivery (b) Expanding industry alliance, and creating a new marketing model,(c) integration promote with operating. The suggestion for local tourist festival’s marketing strategy towards to: (a) Effectively using operations team which come from media to achieve marketing goal and make a higher mediaexposure, (b) media placement is a good tool for festivalcampaign, but should consider the public benefits. (c) Properlyusing un-limited creation to make campaign success.(d) Festival marketing plan should be developed a long term strategy. Key word: 2005 Taiwan International Orchid Show、Tourist Festival activities、Integrated Marketing Communication、Placement Marketing

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林美齡. "The application of Integrated Marketing Communications to Policy communication—Electrovalence of Taiwan Power Company." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/75384526548474239167.

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48

Hsu, Shu-Pei, and 許淑珮. "Integrated Marketing Communication Study In R&D Service Industry." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/57676592191960977990.

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碩士
國立中興大學
行銷學系所
101
R&D service industry was listed as important emerging industry by Taiwan’s government since the year of 2004. Due to global competition and shorter product life cycle, manufacturers looked for R&D resources more efficiently from outside R&D service providers. However, the most important thing in this topic was how to set up a good contact channel between companies and R&D service providers. Therefore, by using integrated marketing communication (IMC) tools for effectively communicated messages between companies and R&D service providers as well as enhance brand awareness and willingness become critical. In this study, five IMC tools, advertising, direct marketing, sales promotion, public relation, and personal selling were used to measure messages spread performance, evaluate brand awareness and impact of companies willingness to cooperate. There were 250 R&D service providers and 600 companies participated in questionnaire survey. The results shown that: (1) by using integrated marketing communication tools, R&D service providers delivered messages to the service recipients effectively; (2) advertising was the most effective communication tool for R&D service providers and could improve the brand awareness for R&D services providers; (3) service recipients preferred public relation, personal selling, and advertising as effective tools to improve companies’ willingness to cooperate with R&D services providers.

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Lin, Yu-Liang, and 林宇良. "The Study of Integrated Marketing Communication In Relationship Management Perspective." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/62027990340175876292.

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碩士
國立雲林科技大學
企業管理技術研究所
88
ABSTRACT Customers receive much information due to more global competitive, various mass media, and mass media communicated effectively less. In addition, under information over loading, customers will ignore common information. The reason many companies must do theirs best to capture trust from customers. In order to encourage customers to buy something, they must integrate information and use database to interact with customers. It raises the concerns of how to integrated marketing and communication to produce performance, and build excellent relationship with customers. This research will dig into above issue and discuss it in depth. In order to understand interactive relation in internal relationship, external agencies and application of technology, the research begins with the viewpoint of relationship management and considers the traits of technological level. Furthermore, in the study, Taiwan top 200 advertising clients will be chosen as our concrete objects to examine our hypotheses in regression analysis and nonparametric statistical method. After this study is accomplished, chief findings are as follows: 1. Consensus of department, support of senior superintendent, willingness between clients and agencies, and different database marketing will have influence over consistency and interaction of IMC’s performance. 2. Consensus of department, support of senior superintendent, leading of project, commitment between clients and agencies will affect mission marketing of IMC’s performance. 3. Support of employee and department consensus will have a effect on using level of database marketing in the technological level. 4. Support of senior superintendent will affect application of communication tools in the technological level. The study discusses IMC with perspective on relationship management, and our suggestions for clients and agencies are as follows: 1. In the masses of information era, if corporations capture customers’ demand accurately and communicate purchasing incentive, customers will be willingness to buy something. Generally speaking, customers buy something not to think commitment of corporations. 2. Clients chose agencies because they have good projects. Every time clients must compare agencies’ projects that will cost much time to chose. These behaviors cause bad performance. In addition, these programs must cost long time to practice, so clients must understand agencies’ culture and capability. If they understand each other, performance will be well produced. 3. Clients divided different products into several agencies, and these agencies maybe do well. Besides, clients won''''t satisfy with good image in the single product or brand, they must communicate same information to customers.

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何哲仁. "A Study on Integrated Marketing Communication Strategies of Performing Arts." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/54567429268106307350.

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Dissertations / Theses on the topic 'Integrated marketing communication'

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