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Journal articles on the topic 'Integrated marketing communication'

Author: Grafiati
Published: 4 June 2021
Last updated: 26 January 2023

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1

Finne, Åke, and Christian Grönroos. "Communication-in-use: customer-integrated marketing communication." European Journal of Marketing 51, no. 3 (April 10, 2017): 445–63. http://dx.doi.org/10.1108/ejm-08-2015-0553.

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Purpose This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem. Design/methodology/approach After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use. Findings A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to. Research limitations/implications The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research. Practical implications CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication. Originality/value The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.
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Syahputri, Rima Rizki, and Zuhrinal M. Nawawi. "Pengaruh Komunukasi Pemasaran Sebagai Promosi Untuk Usaha Kecil Menengah." Economic Reviews Journal 2, no. 1 (August 27, 2022): 39–45. http://dx.doi.org/10.56709/mrj.v2i1.39.

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To turn innovative ideas into viable businesses, an entrepreneur collects and brings together all the essential resources, such as money, people, business model, strategy and willingness to take risks. The marketing mix consists of four elements: product, price, location and promotion. Promotion as part of the marketing mix has a number of obstacles in terms of the effectiveness and efficiency of the marketing message to be conveyed. As a result, the concept of integrated marketing communication emerged, which integrates several marketing communication strategies to increase the effectiveness and efficiency of integrated marketing messages. An entrepreneur's ability to sell his brand will be aided by the knowledge, understanding and application of integrated marketing communications. The purpose of this study is to conduct a theoretical investigation of the relationship between entrepreneurship and integrated marketing communication as a marketing promotion approach. If done right, integrated marketing communications can help entrepreneurs introduce, form a positive impression, and retain clients for their companies. Keywords: Communication, Marketing, Entrepreneurship.
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3

Šķiltere, Daina, and Santa Bormane. "CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 25, 2018): 478. http://dx.doi.org/10.17770/sie2018vol1.3406.

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Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.
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Finne, Åke, and Christian Grönroos. "Rethinking marketing communication: From integrated marketing communication to relationship communication." Journal of Marketing Communications 15, no. 2-3 (July 2009): 179–95. http://dx.doi.org/10.1080/13527260902757654.

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5

Larson, Tim, and Jim Potter. "Integrated Marketing Communication Management:." Journal of Nonprofit & Public Sector Marketing 3, no. 2 (July 25, 1995): 23–36. http://dx.doi.org/10.1300/j054v03n02_03.

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Mulder, Dalmé. "evolution of marketing communication." Communicare: Journal for Communication Studies in Africa 23, no. 1 (October 24, 2022): 220–37. http://dx.doi.org/10.36615/jcsa.v23i1.1789.

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Marketing communication is not a new phenomenon. Communication has been part ofthe marketing process for as long as people have exchanged goods. However, the adventof technology and research, among other reasons, has made the marketing communicationprocess increasingly sophisticated in recent decades and has given rise to integratedmarketing communication (IMC) and the integrated communication phenomenon.To understand this new approach to marketing communication, one has to go back tothe roots thereof and scrutinise the path of development. “Innovation begins withabandonment. It’s not what you start; it’s what you stop that counts”, says Drucker (asquoted in Schultz, Tannenbaum & Lauterborn, 1994:1). This statement underlines theimportance of knowledge about the development of marketing communication in orderto understand the importance and effective application of this new approach calledintegrated communication. In this study historical research was conducted to seek out the implications of, and/orrelationships between, approaches in marketing communication from the past and theirconnections with the present. The paper explores the different phases that occurred inthe development of marketing communication from a mass communications focus inthe 1960s to the integrated communications imperative of the present. It becameapparent that integrated communication, which envelops integrated marketingcommunication, is crucial to an organisation’s overall success.
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7

Halli, Sachin S. "Implementing the integrated marketing communication." Journal of Commerce and Management Thought 11, no. 4 (2020): 355. http://dx.doi.org/10.5958/0976-478x.2020.00025.7.

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8

García Rosales, Daniel Francisco. "Digital communication. Integrated marketing strategies." Questiones Publicitarias 3, no. 26 (July 8, 2020): 57. http://dx.doi.org/10.5565/rev/qp.354.

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9

Ferdous, Ahmed Shahriar. "Integrated Internal Marketing Communication (IIMC)." Marketing Review 8, no. 3 (August 11, 2008): 223–35. http://dx.doi.org/10.1362/146934708x337654.

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10

Proctor, Tony, and Philip Kitchen. "Communication in postmodern integrated marketing." Corporate Communications: An International Journal 7, no. 3 (September 2002): 144–54. http://dx.doi.org/10.1108/13563280210436754.

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11

Bormane, Santa. "TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 21, 2019): 84. http://dx.doi.org/10.17770/sie2019vol6.3717.

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Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions. The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value.
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Barker, Rachel. "Strategic integrated communication: An alternative perspective of integrated marketing communication?" Communicatio 39, no. 1 (March 2013): 102–21. http://dx.doi.org/10.1080/02500167.2013.741071.

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Pahlevi, Reza Widhar, and Narwanto Nurcahyo. "SYSTEMATIC ANALYSIS OF INTEGRATED MARKETING COMMUNICATION RESEARCH." Jurnal Manajemen Pemasaran 16, no. 2 (October 19, 2022): 104–14. http://dx.doi.org/10.9744/pemasaran.16.2.104-114.

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This study aims to analyze international scientific articles for integrated marketing communication research systematically, both from the perspective of themes, research locations and subjects, as well as the research methods used. This study reviewed 149 scientific articles and presented four main findings. First. The first theme in marketing communications research is integrated with marketing communications and customer relationship management, the second theme deals with the concept known as value added of the plans developed for the role of communication. Second, the questionnaire is a data collection that is predominantly used. Third, research on integrated marketing communications, both in developing and developed countries, has almost the same number of studies. Fourth, based on the bibliometric technique using Vosviewer, it is divided into four clusters and recommends further research agendas to elaborate theoretical and methodological aspects by testing the four themes. By exploring these four themes, it will contribute further to the development of integrated marketing communications in the future.
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Budzanowska-Drzewiecka, Małgorzata. "Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej." Zarządzanie Mediami 9, no. 2 (2021): 281–96. http://dx.doi.org/10.4467/23540214zm.21.017.13412.

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The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through the evolving social media and the theoretical discussion on the conceptual frame­work of integrated marketing communication.
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Prisgunanto, Ilham. "IMPLEMENTASI PROMOSI BAURAN KOMUNIKASI PEMASARAN KARTU KREDIT DI INDONESIA (Studi Deskriptif Bank Mandiri, HSBC, Citibank, BCA dan BNI)." Commed : Jurnal Komunikasi dan Media 2, no. 2 (April 16, 2018): 106. http://dx.doi.org/10.33884/commed.v2i2.473.

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Credit cards are one of the most familiar payment tools for information society. They used integrated marketing communications method to get new costumers. They prepared this method to market expansion. Intergrated marketing communication depend on understanding of company about marketing of communication. This research aims to explore implementation of used integrated marketing communications. This research used theory of marketing communication, theory of integrated marketing communications, promotion and marketing plan. This reaearch method is qualitative descriptive. They collected data from staff and management of bank who produce credit card used interview method (Mandiri, HSBC, BCA, Citibank dan BNI). The result is Local Banks which produce credit card did same promotion method with the International bank method. The big issue about credit card is They must used international big brand from Citibank to arrange their system. The Marketing communication is success because of pattern of organization, cross sectoral integration in corporate. Because of that situation, its important to marketing communication at banking.
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16

Kumar, Namita N. "Vodafone marketing communications." Emerald Emerging Markets Case Studies 2, no. 8 (October 17, 2012): 1–8. http://dx.doi.org/10.1108/20450621211304298.

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Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.
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17

Martin, Roli. "INTEGRATED MARKETING COMMUNICATION AND LOYALTY MODEL." International Journal of Islamic Business Ethics 2, no. 1 (October 6, 2017): 245. http://dx.doi.org/10.30659/ijibe.2.1.245-261.

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The rapid development of information technology and telecommunications companies to encourage dynamic can innovate and create high-tech products. One of emerging technology is currently the technology of fiber optic networks. Where using� a fiber optic network so speed in accessing the internet could be faster and more stable. With some excess owned, fiber optic network also has some disadvantages. Some disadvantages include fiber optic network cables that easily break up and also the cost of expensive treatments. Because of this technology using a cable, then the terms of the program become obstacles for companies to be able to build the network on potential areas to be consumers or customers. With the limitations of the company engaged in is required to be able to market its products in order to make the network already built can be sold to the maximum. This research aims to analyze the influence of integrated marketing on customer loyalty and brand image as an intervening variable. This research was conducted in the city of Semarang with the population in this research is the whole industry customers telecommunication in Semarang city. Data obtained using a descriptive survey method that is explanatory by the number of respondents by as much as 90. Retrieval technique of sampling the sampling method using accidental. Results of the study indicate that Integrated Marketing Communication positive and significant effect against the Brand Image that implicates against loyalty. The results of this research also show going mediation by variable Brand Image so that the higher the Brand Image of a company they will make increasingly loyal customers. Loyalty or Loyalty can also be optimized through public relation activities and sales promotion are getting upgraded.Keywords : Integrated Marketing Communication, Brand Image, Loyalty
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Aesthetika, Nur Maghfirah, and Poppy Febriana. "Integrated Marketing Communication Bawean Island Tour." Prosiding Semnasfi 1, no. 1 (May 9, 2018): 276. http://dx.doi.org/10.21070/semnasfi.v1i1.1163.

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Bawean Island which is within the scope of Gresik Regency has the potential of nature, culture, and religiontourism. The natural resources that have this potential will develop if managed and promoted with an effective and efficient strategy. The purpose of this study to analyze the communication strategy used by the local government of Gresik Regency in promoting potential tourism in Bawean Island. In this qualitative descriptive study the primary data was obtained through in-depth interviews with the head of Departement of Culture Tourist Youth and Sport in Gresik. The questions in the interview related to Bawean Island tourism promotion strategic plan along with what has been done by related parties. Data analysis was performed using interactive techniques from Miles and Huberman. The results of this study show that the Department of Culture, Tourism, Youth, and Sports has not had a marketing strategy and implementation based Integrated Marketing Communications. The strategies and promotions that have been there are also still not running optimally.
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Lacković, Krešimir, Robert Šojo, and Marina Peko. "Integrated Marketing Communication in Project Activities." Tehnički glasnik 15, no. 2 (June 9, 2021): 205–12. http://dx.doi.org/10.31803/tg-20200707161105.

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The paper deals with integrated marketing applied in project activities. The reason for this is the fact that such activities should refine their offer with a supplement in the project documentation but in the means of a different approach to the market. The amendment addresses recommendations to investors for the future construction and maintenance of facilities, and Lean and BIM in the design, construction and maintenance of facilities. That is why, during market processing, investors are offered an offer that solves the project task, includes design with visualization, and construction supervision, but already at this stage also includes certain maintenance solutions. This is only possible if the customers are approached comprehensively. For this there is an integrated marketing activity or process, where already in the market research, customers are informed about a kit containing everything from design, through construction to maintenance of the facility. Successful application of this process requires appropriate hardware and software support, as well as trained personnel for marketing. In scientific terms, a new method of integrating marketing activities in the business process of project activities is proposed. In application terms, a business process organization model integrated with marketing is presented, which enables the project company to connect with the market more dynamically and efficiently.
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Sellahvarzi, Solmaz, Vahid Reza Mirabi, and Mehdi Iran Nejad Parizi. "A study on the effects of marketing communication using integrated marketing communication." Management Science Letters 4, no. 7 (2014): 1415–20. http://dx.doi.org/10.5267/j.msl.2014.6.027.

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Low, George S. "Correlates of Integrated Marketing Communications." Journal of Advertising Research 40, no. 3 (May 2000): 27–39. http://dx.doi.org/10.2501/jar-40-3-27-39.

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TerentevA, Nataliya, and Ye PAVELCHUK. "INTEGRATED MARKETING COMMUNICATIONS AS A FACTOR OF EFFECTIVE ENTERPRISE DEVELOPMENT." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 249–53. http://dx.doi.org/10.31891/2307-5740-2021-300-6-39.

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In today’s competitive environment, companies must constantly interact with existing and potential customers. At the same time, the basic tools of marketing communications are no longer effective enough. An integrated approach to the formation of a complex of marketing communications is thus able to help companies strategically build communication with consumers. Multilateral study of the concept of integrated marketing communications and its differences from the complex of marketing communications is the basis for determining its role in the formation of communications between businesses and consumers. Modern companies are constantly trying to find new ways to communicate with consumers and improve existing ones; to convince consumers of the quality and benefits of their product. That is why marketing communications play a crucial role in creating and maintaining relationships with consumers. Increasing competition in the market increases the interest in building stable and integrated relationships. A successful combination of different marketing tools forms an integrated marketing communications as a holistic system of enterprise activities aimed at achieving maximum economic efficiency from the synthesis of various marketing tools and principles of communication process management. Integrated Marketing Communications (IMC) is a strategy that shifts the marketing department from individual functions to a single interconnected approach. IMC covers different marketing channels and combines them into one clear message.The composition of integrated marketing communications of a particular enterprise depends on its industry affiliation, innovation activity and stage of the product life cycle, so much so that the formation of integrated marketing communications of innovation-active industrial enterprises should ensure the suitability of their basic tools.
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Monegro, Michael. "Integrated marketing communications in tennis." ITF Coaching & Sport Science Review 29, no. 83 (April 30, 2021): 7–9. http://dx.doi.org/10.52383/itfcoaching.v29i83.46.

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The objective of this article is to serve as a support for the many tennis stakeholders interested in promoting their services or strengthening their brands through a combination of marketing and communication strategies, with special emphasis on digital tools. This will allow them to achieve their goals more efficiently and at a lower cost.
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Patchimnan, Mana, Banthoon Phankaew, and Chama Inson. "Integrated Marketing Communication Exposure, Attitude, Decision-Making Process and Purchasing Behavior." International Academy of Global Business and Trade 18, no. 4 (August 31, 2022): 169–81. http://dx.doi.org/10.20294/jgbt.2022.18.4.169.

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Purpose – The purpose of this paper is to gain more understanding of cricket food consumer behaviors and the effects of the marketing communication campaign toward purchasing. Design/Methodology/Approach – This study is based on the relationship among four variables, integrated marketing communication (IMC) exposure, consumer attitude, decision-making process, and purchasing behavior, toward cricket food products in Thailand by applying the Kotler’s Black Box Model. Questionnaires were distributed online via email and the Line chat application, and were completed by 401 Thai people, aged 18 to 65, who had either eaten or not eaten cricket food prior. Findings – This study indicates the relationship between IMC exposure and attitude toward cricket food products., the attitude and decision-making process, decision-making process and purchasing behavior, and IMC exposure and purchasing behavior. Research Implications – In management, this study implies type of consumer and how to plan marketing communication strategies for future food entrepreneurs and marketers.
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Drozdovich, L. "THEORETICAL AND METHODOLOGICAL ASPECTS OF FORMATION OF INTEGRATED APPROACH TO THE MANAGEMENT THROUGH HOLISTIC MARKETING." Экономическая наука сегодня, no. 9 (June 27, 2019): 145–51. http://dx.doi.org/10.21122/2309-6667-2019-9-145-151.

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The article considers the main trends in the development of modern marketing. The approaches to such concepts as «holistic marketing», communications capacity, which is generated by the formation of integrated marketing communications, are defined. The article has developed proposals for the optimization of communication structure taking into account the digitalization of consumer behavior. The stages of formation of «sales funnel» based on the transformation of communicational instruments and their integration are shown in the current paper.
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I., Bilić,, and Mateljak, Ž. "Strategic Integration of Integrated Marketing Communications, Case of Croatia." Journal of Business Theory and Practice 3, no. 2 (September 14, 2015): 119. http://dx.doi.org/10.22158/jbtp.v3n2p119.

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<p><em>The main purpose of this paper is to investigate the relationship between the development of integrated marketing communications, corporate communication strategy and its alignment with overall corporate strategy in Croatian companies. In addition, in Croatian business environment, particularly in the period of economic crisis, companies try to reduce their costs which results in neglecting the communication function. There is also the eternal scientific question regarding the effects of investment in the marketing and communication functions. Therefore, this question will be discussed in this paper by observing the correlation between integrated marketing communications and organizational performances reached by observed companies.</em></p><p><em>It is presumed that there is a positive relationship between higher levels of developed integrated marketing communications and organizational performance which the observed companies achieved. This survey was conducted on 500 companies with the highest value added rank in the Republic of Croatia in the year 2009 (according to the Institute for Business Intelligence).</em></p>
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Lestari, Resanti, Yuyun Ratna, and Vina Anggilia. "Building Corporate Image Through Integrated Marketing Communication and Service Quality on Islamic Bank in Bandung." EKSISBANK: Ekonomi Syariah dan Bisnis Perbankan 3, no. 1 (August 21, 2019): 1–10. http://dx.doi.org/10.37726/ee.v3i1.60.

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Purposes. Aim of this research is to examines the effect of integrated marketing communications and Service Quality to the company 's image in Islamic banks in Bandung.Design/methodology/approach.This study is conducted in Bandung city and using Quantitative research design.The purpose of this study is to understand the perception of respondents towards their experience about corporate image in Islamic banking. this study were obtained by distributing survey questionnaire to a sample of 50 Owner Bank Syariahiness Enterprise in Bandung. Study assigned with purposive sampling which is particuar individuals are chossen with the characteristic relevant to the study who are thought will be most informative. Data analysis has been used Path Analysis. Findings this research. Corporate Image model on Islamic Bank in Indonesia is formed by performance of marketing communications and Service Quality. The second conclusion is Based on empirical evidence that obtained a correlation coefficient of 0.801, This shows that there is a very strong relationship between Integrated Marketing Communication and Service Quality simultaneously on Company Image. Coefficient determination for this model gained 0.641, this shows that Integrated Marketing Communication and Service Quality have an effect of 64.1% on Company Image, while the remaining 35.9% is explained by other things. F test is 41,957, this shows that simultaneously there is a significant influence between Integrated Marketing Communication and Service Quality on Company Image. And partialy the Integrated Marketing Communication variables directly affect of 62,1%. While the direct influence of Service Quality on the Company's image is 28,6%. Conclussion There are two conclusions of this study, the first is Model of the company's image is affected by marketing communications and service quality. The second conclusion Integrated Marketing Communication and Service Quality have an effect both partially and simultaneously on corporate image.
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Turner, Paul. "Implementing integrated marketing communications (IMC) through major event ambassadors." European Journal of Marketing 51, no. 3 (April 10, 2017): 605–26. http://dx.doi.org/10.1108/ejm-09-2015-0631.

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Purpose This paper aims to identify how integrated marketing communications (IMC) was applied to a major multi-cultural sporting event, the Asian Cup 2015, through event ambassadors integrating the Kliatchko (2008) four-pillars model of IMC. Design/methodology/approach Semi-structured interviews were conducted with 14 people involved with the event, with questions designed to ascertain ways in which the multicultural communication occurred. Findings The four-pillars model is applicable in this case. Interviews identified that while the cultural and football issues being faced by the organisers introduced many challenges, ambassador communication proved to be an extremely effective process of IMC. The integration of ambassador communications overcame many cultural barriers with respect to language, ticketing and communication, enabling engagement of communication channels. Research limitations/implications This research addressed a specific multicultural event in one specific market. While providing insights into how this event managed its IMC programme, investigation into other events is required to identify whether similar results would apply. Practical implications The way in which the event incorporated community members into the IMC programme provides a strong opportunity to examine whether this approach could be applied by marketing managers more broadly. Originality/value An examination of the IMC conducted in conjunction with a major event has not featured previously, and the original way in which this event conducted its communications highlights aspects that are relevant to marketers in all organisations.
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Mulia, Frisca Arta. "STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) DALAM MENDAPATKAN RESELLER DARI AGROWING.CO.ID." Jurnal Visi Komunikasi 19, no. 02 (November 11, 2020): 252. http://dx.doi.org/10.22441/visikom.v19i02.14214.

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This research was conducted to determine the Integrated Marketing Communication (IMC) Strategy to Reach Resellers from Agrowing.co.id.The paradigm used in this thesis is the post-positivist paradigm and uses a qualitative approach with descriptive research type, data collection techniques through interviews. Data analysis techniques are data reduction, data presentation, and drawing conclusions. The technique of checking the validity of the data uses source triangulation. The results of this thesis indicate that the integrated marketing communication strategy (IMC) chosen is able to get a reseller from Agrowing.co.id. In planning an integrated marketing communication strategy, Agrowing.co.id used SWOT Analysis, STP analysis, Target audience Determination, Media Selection, and Determination of the Mixture of Marketing Communication Elements. In its activities Agrowing.co.id used all integrated marketing communication (IMC) which is advertising, sales promotion, public relations, personal selling, interactive marketing, and direct marketing. The most effective integrated marketing communication strategies are interactive marketing, personal selling, and sales promotion. Suggestion according to researchers is to strengthen the marketing element mix that is advertising so that integrated marketing communication strategies are more optimal. As well as adding human resources to optimize integrated marketing communication.
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Lane Keller, Kevin. "Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs." Journal of Marketing Management 17, no. 7-8 (August 2001): 819–47. http://dx.doi.org/10.1362/026725701323366836.

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31

Aldrich Novrian and Menati Fajar Rizki. "INTEGRATED MARKETING COMMUNICATION KEDAI SODARE KOPI DALAM MENINGKATKAN BRAND AWARENESS." Medium 9, no. 1 (September 14, 2021): 81–91. http://dx.doi.org/10.25299/medium.2021.vol9(1).7444.

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Brand awareness is an important aspect in a coffee business. because it can expand the level of enthusiasm of business consumers. This is like what the Sodare Kopi shop is currently doing, which is currently looking to increase brand awareness using a integrated marketing communication whose sales are declining during the pandemic. This study aims to determine the integrated marketing communications mix used by the Sodare Kopi shop to increase brand awareness. The theory used in this study is the theory of integrated marketing communications which includes advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, and personal selling. This research is a qualitative research. The results show that the Sodare Kopi shop uses a marketing communications mix ranging from advertising through social media, Sales promotion through different variants, events and experiences by collaborating with outsiders, public relations and publicity by disseminating information through social media, direct marketing by providing knowledge. products, personal selling through positive interactions. and interactive marketing through Instagram polls.
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Gurău, Călin. "Integrated online marketing communication: implementation and management." Journal of Communication Management 12, no. 2 (May 9, 2008): 169–84. http://dx.doi.org/10.1108/13632540810881974.

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Azizan, Muhammad Hafiz, Nabsiah Abdul Wahid, and Ismail Abustan. "Integrated Marketing Communication: Environmental Information Leads Stewardship." Advanced Science Letters 21, no. 4 (April 1, 2015): 933–36. http://dx.doi.org/10.1166/asl.2015.5939.

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The integration of marketing communication channel has provided environmental information in various aspects of learning. As practiced in the last 20 years, where marketing functions has moved from theory to practice. Therefore, the environmental education (EE) tackles environmental degradation issue today by ensuring relevant, specific knowledge is passed on to, and acted upon by targeted groups in the community like youth. Integrated media is a convenience channel of an EE creativity to inject the element of effective communication in learning experience for youth while integrated marketing communication (IMC) try to gain their attention, interest, desire and action (AIDA) on environmental issues. The literature identified exposures to various kind of integration in marketing communication have developed their consumer behavioural characteristics and attitude. This study investigates whether youth aged between 15-21 years old show different AIDA perceptions in environmental stewardship (ES). Survey respondents consist of 51 secondary school (15-17 years old) and 30 higher institution (18-20 years old) students who participated in a Kem Pemimpin Muda Perihatin Air Kebangsaan 2014 (KPMPAK ’14) organised by Department of Irrigation and Drainage (DID) Malaysia and UNESCO-IHP Malaysia to capture youth perception on EE program on media. IMC is an effective way of EE method as it managed to gain youth attention, interest, desire and action irrespective of their understanding. The findings provide an insight on youth behaviour when capturing information from EE marketing communication delivered via IMC.
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Holm, Olof. "Integrated marketing communication: from tactics to strategy." Corporate Communications: An International Journal 11, no. 1 (January 2006): 23–33. http://dx.doi.org/10.1108/13563280610643525.

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Spickett-Jones, J. Graham. "Book Review: What is ‘Integrated Marketing Communication’?" Journal of General Management 36, no. 4 (June 2011): 91–93. http://dx.doi.org/10.1177/030630701103600408.

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Ivanov, Adelina Eugenia. "The Internet‘s Impact on Integrated Marketing Communication." Procedia Economics and Finance 3 (2012): 536–42. http://dx.doi.org/10.1016/s2212-5671(12)00192-x.

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Luxton, Sandra, Mike Reid, and Felix Mavondo. "Integrated Marketing Communication Capability and Brand Performance." Journal of Advertising 44, no. 1 (November 6, 2014): 37–46. http://dx.doi.org/10.1080/00913367.2014.934938.

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Broussard, Sharee LeBlanc. "Source–message–receiver in integrated marketing communication." International Journal of Educational Advancement 10, no. 4 (April 2011): 139–62. http://dx.doi.org/10.1057/ijea.2011.1.

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Valos, Michael John, Fatemeh Haji Habibi, Riza Casidy, Carl Barrie Driesener, and Vanya Louise Maplestone. "Exploring the integration of social media within integrated marketing communication frameworks." Marketing Intelligence & Planning 34, no. 1 (February 1, 2016): 19–40. http://dx.doi.org/10.1108/mip-09-2014-0169.

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Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement. Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications. Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.
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Kitchen, Philip J., Ilchul Kim, and Don E. Schultz. "Integrated Marketing Communications: Practice Leads Theory." Journal of Advertising Research 48, no. 4 (December 2008): 531–46. http://dx.doi.org/10.2501/s0021849908080513.

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Novianti, W., E. H. Rahmah, and T. P. Sumitra. "INFORMATION TECHNOLOGY FOR MARKETING COMMUNICATION." Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan 2, no. 1 (January 3, 2022): 22–31. http://dx.doi.org/10.46306/vls.v2i1.62.

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The purpose of this research is to describe and analyze the benefits of Integrated marketing communication through Instagram social media in creating brand awareness, images, and good relationships with consumers in the applied business. In this case, the researchers focused on using the integration of Instagram marketing and effective social media communication. This research used qualitative approach with descriptive methods through interviews and literature studies. The results of this study indicate that the use of Integrated Marketing Communication (IMC) through social media has an influence in determining brand awareness, brand image, and deep relationships with customers. IMC through Instagram can help companies manage the message of a product to create brand awareness in customers
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Lingling, Wu, and Chen Fuli. "Role of AI Technology in Brend Building of Chinese Higher Education Institution – Thought Based on Integrated Marketing Communicanion." Marketing and Digital Technologies 5, no. 2 (June 29, 2021): 7–13. http://dx.doi.org/10.15276/mdt.5.2.2021.1.

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As the competitions among higher education institutions (HEIs) intensify, brand building has gradually become an important means for HEIs to build their images and enhance their competitiveness. For HEIs, the significance of integrated marketing communication lies in the integration of brand image communication content, communication channel and communication process. At present, the influence of traditional communication channels declines, the influence of self-established media is limited, and the negative information is not monitored well. Under such circumstances, AI technology can provide technical support for integrated marketing communications of HEI brand. In terms of communication content, VR/AR, UAV, interactive games and chatbot are mainly applied. In the aspect of communication channels, the data mining technique is mainly used to achieve differentiated communication, and the big data analysis technique is adopted to integrate brand image information communication channels. With regard to negative information monitoring, the natural language processing technology can provide high-efficiency, full-coverage and round-the-clock negative information monitoring.
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Kerr, Gayle, and Judy Drennan. "Same But Different—Perceptions of Integrated Marketing Communication Among Marketing Communication Partners in Australia." Journal of Promotion Management 16, no. 1-2 (March 17, 2010): 6–24. http://dx.doi.org/10.1080/10496490903571233.

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Demko, Marіana. "Features of Integrated Marketing Communications of Banks." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 3(78) (December 15, 2020): 92–97. http://dx.doi.org/10.26906/eir.2020.3(78).2002.

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The essence and features of integrated marketing communications and their role in achieving successful functioning of banks in the market are studied. In conditions of economic instability, banks are looking for the most effective marketing tools to promote the brand. Therefore, the role of integrated marketing communications in the activities of banks has significantly increased. Integrated marketing communications strengthen the bank’s competitive stability in the market, form the image of the bank, increase the promotion of banking products, provide banking services and efficiency of banking. The purpose, tasks and properties of integrated marketing communications of banks to achieve marketing goals and increase the successful operation of banks are formulated. Conceptual approaches to the essence of integrated marketing communications as a universal tool for achieving marketing goals (concept; planning concept; the concept of joining forces; management coordination concept; combine tools; special macro positioning of the brand; strategic analysis, selection, application and control). The author’s definition of integrated marketing communications of banks on the basis of the formed conceptual approaches to the essence of integrated marketing communications and definitions of authors is offered. On the basis of this definition the mechanism of action of integrated marketing communications as an effective tool of communication activity is formed as at interaction of tools of marketing communications in the synergetic unity create positive effect for successful banking activity. Effective management of banking activities is carried out by the interaction of promotion tools with the emergence of a synergistic effect, as this achieves the marketing goals of the bank.
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Krivokuća, Milan. "Social responsibility in the application of integrated marketing communication." Serbian Journal of Engineering Management 5, no. 2 (2020): 33–41. http://dx.doi.org/10.5937/sjem2002033k.

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Modern business entities that operate independently or are integrated within modern market-oriented systems interact with the environment in which they operate. By promoting social values and norms, companies achieve a significant competitive advantage over companies in their field, increasing their market share, which results in an increase in the total profit of a particular company. Business entities have a major role in developing and nurturing activities related to social responsibility, especially in the field of environmental protection and the provision of satisfactory quality products and services. The aim of this paper is to point out and present changes in socially responsible behavior in relation to trends in the marketing environment.
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Budijono, Santoso, and Nelly. "Impact of Information Communication Technology in Implementation of Integrated Marketing Communication at Fast Food Outlet." Advanced Science Letters 21, no. 4 (April 1, 2015): 727–30. http://dx.doi.org/10.1166/asl.2015.5926.

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Information and Communication Technology in 21st century is an ancillary tool for several aspects in business area. Most company of fast food industry in developing countries regards this kind of Technology as a cost and tries to reduce their use. In fast food industry, marketing is one of the important parts to propagate information products sold by the company; this information must be able to reach these consumers and the corresponding target desired by the company. Integrated Marketing Communication can be use for fast food industry to increase brand awareness, customer satisfaction, greater profitability, and increase the sale. This paper discusses how to use Information and Communication Technology with limited cost as a tools for company in fast food industry to ancillary their Integrated Marketing Communication process to increase sales and profit. The methodology used by this paper are using literature for gather preliminary information and using limited data from fast food company that runs limited Integrated Marketing Communication process. The result of this limited study is company can run Integrated Marketing Program using limited cost in Information and Communication Technology, and Fast Food Company can differentiate marketing program within company outlets. Using web analysis, this paper can be use for deeper research in implementation Low Cost Information and Communication Technology in fast food industry, especially as an ancillary tools for run more accurately Integrated Marketing Communication program within outlets in company.
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Rehman, Shakeel ul, Rafia Gulzar, and Wajeeha Aslam. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach." SAGE Open 12, no. 2 (April 2022): 215824402210999. http://dx.doi.org/10.1177/21582440221099936.

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The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and company performance in the present marketing competition. This research aimed to track the evolution and advancement of the IMC concept, and how it reformed the way of marketing communications. Moreover, the study highlights the importance of social media, as how it can influence consumer behavior in a substantial way. The study developed a theoretical framework through systematic review in the context that serve to integrate the existing conceptual framework of IMC with social media (SM) that is also called consumer generated media (CGM) and offer implications for understanding the manifestation as a tool of augmentation for marketing practice. The present study reviews and explains the liaison between social media/consumer generated media and IMC through enhanced IMC outcomes in the modern-day marketing communication approach. The findings of the study serve as a springboard for future research and applications in the field of marketing mix, in order to build strong foundations of the brand physically as well as virtually in the mind of customers.
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Wardani, Surti, and Arif Siaha Widodo. "Upaya Meningkatan Publisitas Melalui Model Integrated Marketing Comunication Pada Sebuah Rumah Sakit Swasta di Tangerang Selatan." Jurnal Pemasaran Kompetitif 3, no. 2 (February 19, 2020): 48. http://dx.doi.org/10.32493/jpkpk.v3i2.4460.

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There are two Hermina Hospitals in South Tangerang. Although they have implemented a marketing communication strategy but not the Integrated Marketing Communication (IMC) model. This research aims to describe the marketing communication strategy used by the Hermina Hospital in South Tengerang. The focus of this research is on how marketing communication is available at the two Hermina Hospitals in making marketing communication models so that the services delivered are integrated. The method of this research is descriptive qualitative by observing the public. Data obtained by interviewing informants. The selection of research informants was by using purposive sampling method to obtain information about tyhe characteristics of the hospital service user community. The results of the study produced an integrated marketing communication model can be used as a basis for making policies in increasing hospital publicity.Keywords: Strategy, Model, Integrated Marketing Communication (IMC).
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Rahmadani, Suci Awalia, and Dwi Retno Hapsari. "Peran Komunikasi Pemasaran Terpadu dalam Peningkatan Pendapatan Usaha Mikro Kecil dan Menengah (UMKM)." Jurnal Sains Komunikasi dan Pengembangan Masyarakat [JSKPM] 4, no. 4 (August 4, 2020): 449. http://dx.doi.org/10.29244/jskpm.4.4.449-462.

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Pertumbuhan dan perkembangan Usaha Mikro Kecil dan Menengah (UMKM) memberikan dampak positif bagi perekonomian Indonesia. Usaha Mikro Kecil dan Menengah digunakan untuk mengurangi pengangguran dan menyerap tenaga kerja. Pemasaran menjadi salah satu masalah utama yang dihadapi oleh UMKM. Komunikasi pemasaran terpadu dapat digunakan untuk memperkenalkan produk kepada pelanggan dengan menggunakan komponen-komponen yang ada. Penelitian ini bertujuan untuk menganalisis peran komunikasi pemasaran terpadu pada peningkatan pendapatan UMKM. Penelitian ini menggunakan pendekatan kuantitatif yang didukung oleh data kualitatif dengan responden sebanyak 33 orang. Hasil penelitian yang diperoleh menunjukkan bahwa tidak ada hubungan signifikan antara karakteristik UMKM dengan komunikasi pemasaran terpadu, tidak terdapat hubungan signifikan antara karakteristik pelaku UMKM dengan komunikasi pemasaran terpadu, terdapat hubungan yang signifikan antara komponen komunikasi pemasaran terpadu dengan peningkatan pendapatan UMKM, dan terdapat hubungan yang signifikan antara komunikasi pemasaran terpadu dengan peningkatan pendapatan UMKM.Kata kunci: komunikasi pemasaran terpadu, peningkatan pendapatan, usaha mikro kecil dan menengah==========ABSTRACTThe growth and development of Micro, Small and Medium Enterprises (MSMEs) has a positive impact on the Indonesian economy. MSMEs are used to reduce unemployment and absorb labor. Marketing is one of the main problems faced by MSMEs. Integrated marketing communication can be used to introduce products to customers by using existing components. This study aims to analyze the role of integrated marketing communication in increasing MSME income. This study uses a quantitative approach that is supported by qualitative data with 33 respondents. The results obtained showed that there was no significant relationship between the characteristics of MSMEs with integrated marketing communication, there was no significant relationship between the characteristics of MSMEs actors with integrated marketing communications, there was a significant relationship between the components of integrated marketing communication with an increase in MSME income, and there was a significant relationship between integrated marketing communication with an increase in MSME income. Keywords: income rise, intergrated marketing communication, Micro, Small and Medium Enterprises
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Rahmadani, Suci Awalia, and Dwi Retno Hapsari. "Peran Komunikasi Pemasaran Terpadu dalam Peningkatan Pendapatan Usaha Mikro Kecil dan Menengah (UMKM)." Jurnal Sains Komunikasi dan Pengembangan Masyarakat [JSKPM] 4, no. 4 (August 4, 2020): 453. http://dx.doi.org/10.29244/jskpm.4.4.453-466.

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Pertumbuhan dan perkembangan Usaha Mikro Kecil dan Menengah (UMKM) memberikan dampak positif bagi perekonomian Indonesia. Usaha Mikro Kecil dan Menengah digunakan untuk mengurangi pengangguran dan menyerap tenaga kerja. Pemasaran menjadi salah satu masalah utama yang dihadapi oleh UMKM. Komunikasi pemasaran terpadu dapat digunakan untuk memperkenalkan produk kepada pelanggan dengan menggunakan komponen-komponen yang ada. Penelitian ini bertujuan untuk menganalisis peran komunikasi pemasaran terpadu pada peningkatan pendapatan UMKM. Penelitian ini menggunakan pendekatan kuantitatif yang didukung oleh data kualitatif dengan responden sebanyak 33 orang. Hasil penelitian yang diperoleh menunjukkan bahwa tidak ada hubungan signifikan antara karakteristik UMKM dengan komunikasi pemasaran terpadu, tidak terdapat hubungan signifikan antara karakteristik pelaku UMKM dengan komunikasi pemasaran terpadu, terdapat hubungan yang signifikan antara komponen komunikasi pemasaran terpadu dengan peningkatan pendapatan UMKM, dan terdapat hubungan yang signifikan antara komunikasi pemasaran terpadu dengan peningkatan pendapatan UMKM.Kata kunci: komunikasi pemasaran terpadu, peningkatan pendapatan, usaha mikro kecil dan menengah==========ABSTRACTThe growth and development of Micro, Small and Medium Enterprises (MSMEs) has a positive impact on the Indonesian economy. MSMEs are used to reduce unemployment and absorb labor. Marketing is one of the main problems faced by MSMEs. Integrated marketing communication can be used to introduce products to customers by using existing components. This study aims to analyze the role of integrated marketing communication in increasing MSME income. This study uses a quantitative approach that is supported by qualitative data with 33 respondents. The results obtained showed that there was no significant relationship between the characteristics of MSMEs with integrated marketing communication, there was no significant relationship between the characteristics of MSMEs actors with integrated marketing communications, there was a significant relationship between the components of integrated marketing communication with an increase in MSME income, and there was a significant relationship between integrated marketing communication with an increase in MSME income. Keywords: income rise, intergrated marketing communication, Micro, Small and Medium Enterprises
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