Dissertations / Theses on the topic 'Integrated Marketing Communications Models'
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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.
Full textCette 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
Butkouskaya, Vera. "Antecedents and consequences of integrated marketing communications (IMC): testing a theoretical models from firms' and customers' perspectives in spain and belarus." Doctoral thesis, Universitat Autònoma de Barcelona, 2017. http://hdl.handle.net/10803/458127.
Full textThe Thesis consists of three interrelated parts, which study Integrated Marketing Communications (IMC): the antecedents and consequences of the IMC concept from the company point of view, the IMC concept as a mediator and factors influencing on its implementation effectiveness, and, IMC based on the customer perception. Enhanced by advancement in technologies, the growth of competition and uncertainty in the market, the concept of IMC evolved from a simple instrument of tactical coordination to a dynamic marketing capability. Its evolution and deeper involvement in managerial processes determine the need for the review and better understanding. Based on the dynamic capabilities theory, IMC, when combined with the right strategy, can bring a competitive advantage to the firm and positively affect its performance. However, previous researchers suggest that companies may face barriers while implementing the IMC. First, endogenous factors, enclosing the effects related to internal business management. Second, exogenous factors, related to the external environmental effects. Additionally, taking into consideration the existence of a direct relationship between the strategic antecedents of IMC and company performance, we suggest the mediation effect of IMC. Finally, in spite of the customer-centric approach to the IMC concept, researchers have been mainly focused on analysing it from a managerial point of view, overlooking the understanding of customer opinion about IMC. Thus, we address three interrelated objectives. Chapter 1 focuses on analysing the strategic antecedents of the IMC concept and its consequences for company performance (customer, marketing, financial) under the moderating effect of the economy type. Chapter 2 aims to analyse the existent moderating and mediating effects in the IMC theoretical model. Chapter 3 studies IMC customer-based perception, its strategic antecedents and consequences on post-purchase customer behaviour (satisfaction, word-of-mouth recommendations, repurchase intention) from an inter-country perspective. To test theoretical models, we conduct companies and customer surveys in Belarus and Spain. Drawing from institutional and cultural dimensions theories, for the data collection process we selected two economical and culturally different countries, a transition economy (Belarus) and a developed economy (Spain). The data analysis suggests that market orientation positively influences on IMC in both transition and developed economies, but the effect of technology orientation on IMC is only significant in the developed economy. IMC directly affects customer and market performance, but the direct effect of IMC on financial performance is not significant in any of the two economies analysed. The moderating effects analysis shows that company size and manager's profile moderate the relationships in the theoretical model, whereas the economic system does not. The moderating effect of the organisational structure is only significant in the developed economy. In addition, in a transition economy, IMC mediates only the relationships between market orientation and customer and market performances. In a developed economy, both marketing and technology orientation have indirect effects on company performance through IMC. The results of customer survey analysis suggest that technology orientation positively affects the IMC customer-based perception, but customer orientation has no effect. However, customer and technology orientations have indirect effects on post-purchase behaviours through IMC, but only in Spain. Furthermore, IMC positively affects customer satisfaction, which in turn positively influences WOM and repurchase intention. However, WOM has no impact on repurchase intention. In addition, the cross-cultural comparison reveals differences, indicating that only in a more market-oriented economy as Spain IMC affects WOM and repurchase intention. These relationships are fully mediated by customer satisfaction in Belarus and partially in Spain. Implications of these findings for researchers and managers are further discussed, as are the limitations.
Parker, Don James. "A study of the macro to micro process of persuasion for advertising in context towards a meso dominant logic model of consumer behaviour." Thesis, University of South Wales, 2014. https://pure.southwales.ac.uk/en/studentthesis/a-study-of-the-macro-to-micro-process-of-persuasion-for-advertising-in-context-towards-a-meso-dominant-logic-model-of-consumer-behaviour(8a76c8ce-2301-4134-9d8b-489af0136500).html.
Full textDomino, Tracie M. "Toward An Integrated Communication Theory For Celebrity Endorsement In Fund Raising." [Tampa, Fla.] : University of South Florida, 2003. http://purl.fcla.edu/fcla/etd/SFE0000149.
Full textMartin, Ashley N. "The interaction of message content, media sequence, and product involvement: an examination of intended message content sequences across a two-channel strategic IMC effort." Thesis, Kansas State University, 2014. http://hdl.handle.net/2097/18705.
Full textDepartment of Journalism and Mass Communications
Curtis Matthews
Integrated marketing communications strategies are being utilized more and more by practitioners who wish to reach their audiences in different ways at different times. However, the omnipresence that results from these multi-channel campaigns presents a new challenge for marketers, as their message and channel sequences may or may not be experienced in the order intended. Past literature has shown that both message order and channel sequence do matter. However, existing literature has not examined intended message sequences where the first channel “teases” the more comprehensive information available in the second channel. Therefore, the aim of this study was to bridge some of the gaps in past research by exploring message content order effects and channel sequence effects across intentional sequences for both high- and low-involvement product categories through the lens of the Elaboration Likelihood Model. A 2 (message content order: tease-to-answer versus answer-to-tease) by 2 (medium sequence: print-to-online versus online-to-print) by 2 (product involvement: high- versus low-involvement) mixed factorial experimental design was conducted to explore how message content order, channel sequence, and product involvement level affected evaluations of brand and message, as well as perceived behavioral intent. The findings indicated that message content order had significant influence over brand and message evaluation, with the tease-to-answer order producing the highest evaluations of brand and message. The findings also indicated that the online-to-print sequence was only effective for increasing behavioral intent under high-involvement conditions. Implications for marketing practitioners and future research are discussed.
Тимохіна, Яна Олександрівна, Яна Александровна Тимохина, and Yana Oleksandrivna Tymokhina. "Ієрархічна модель інтегральної оцінки інтегрованих маркетингових комунікацій промислового підприємства." Thesis, Сумський державний університет, 2014. http://essuir.sumdu.edu.ua/handle/123456789/37010.
Full textBäcklund, Erik, and Kagstedt Martin. "Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-158466.
Full textAyerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.
Full textThis research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience
Сагер, Людмила Юріївна, Людмила Юрьевна Сагер, Liudmyla Yuriivna Saher, Алла Миколаївна Дядечко, Алла Николаевна Дядечко, and Alla Mykolaivna Diadechko. "Integrated marketing communications: theoretical bases." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/16300.
Full textHobson, 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.
Full textKreidly, 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.
Full textNiemann, 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.
Full textCamano, Javier. "Integrated Marketing Communications: Branding Plan for Medicare y Mucho Mas." BYU ScholarsArchive, 2006. https://scholarsarchive.byu.edu/etd/472.
Full textLeppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.
Full textBurgmann, Inga. "Integrated marketing communications : implementation and application issues in consumer-focused companies." Thesis, University of Hull, 2007. http://hydra.hull.ac.uk/resources/hull:6742.
Full textHanpongpandh, 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.
Full textDepartment of Journalism
Pulver, Megan Le'Ann, Ruben Bravo Castano, Lacie Boyett, Andrew Schultz, Joshua Belhumeur, Kyle Roche, Robert Mayer, et al. "Unicef's Tap Project & Nintendo: Integrated Marketing: Communications Plans for Executive Presentation." Thesis, The University of Arizona, 2011. http://hdl.handle.net/10150/144921.
Full textTuominen, Pasi Petteri. "Integrated marketing communications and brand tribalism in a postmodern hospitality reputation management process." Thesis, University of Hertfordshire, 2013. http://hdl.handle.net/2299/10060.
Full textTimokhina, Y. A. "Upgrade of integrated marketing : communications tо promote thе "SSU management of innovative activity"." Thesis, Сумський державний університет, 2012. http://essuir.sumdu.edu.ua/handle/123456789/28784.
Full textSamawi, Jamil Nazih. "Global banks' marketing communication in Jordan : standardisation or adaptation : developing an effective integrated marketing communication model to target the Jordanian market : a study of global banks in Jordan." Thesis, University of Huddersfield, 2011. http://eprints.hud.ac.uk/id/eprint/17515/.
Full textKerr, 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.
Full textBarreto, Rita Gomes da Silva. "Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação integrada de marketing para a academia de formação ATEC." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10807.
Full textA comunicação integrada de marketing tem-se tornada cada vez mais essencial para as organizações. O mercado mudou drasticamente e o processo pelo qual se promove e comunica com o consumidor também. Assim, a integração das diversas áreas tornou-se inevitável. (Schultz, 1996) O objectivo deste trabalho foi a elaboração de um plano de Comunicação Integrada de Marketing (daqui em diante designado como plano de CIM), para a academia de formação ATEC, no sentido de responder às suas necessidades de comunicação. O estudo qualitativo que se realizou teve a action research como estratégia de investigação. Os objectivos deste plano são: aumentar a notoriedade da ATEC, junto dos media e potenciais formandos, no espaço de um ano; reforçar o posicionamento da ATEC, perante os media e potenciais clientes, também no espaço de um ano; e reforçar a relação com os formandos actuais, de forma a torna-los embaixadores da ATEC, no exterior, durante o ano lectivo.
Integrated marketing communication is becoming more relevant to organizations. The market and the process of communicating with the consumer have changed. In this way, the integration of marketing and communication became indispensable (Schultz, 1996). The project's objective was the elaboration of a communication plan (IMC plan) for ATEC - training academy to respond to its necessities. The qualitative study that took place used action research, as its investigation tool. The objectives are: to increase the academy's notoriety, focused in the media and potential trainees; to improve positioning near the media and potential clients and to develop engagement with the trainees that are now studying in the academy, and in this way they can become the academy's ambassadors.
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.
Full textThere 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.
Benkahla, Shawn M. "A study of the history and use of integrated marketing communications within publications from 1991-2005." Morgantown, W. Va. : [West Virginia University Libraries], 2006. https://eidr.wvu.edu/etd/documentdata.eTD?documentid=4577.
Full textTitle from document title page. Document formatted into pages; contains iii, 39 p. : ill. Includes abstract. Includes bibliographical references (p. 35-39).
Micu, Anca Cristina. "Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context." Diss., Columbia, Mo. : University of Missouri-Columbia, 2005. http://hdl.handle.net/10355/4168.
Full textThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file viewed on (January 25, 2007) Vita. Includes bibliographical references.
Ghauri, Muhammad Taimoor Khan, and Muhammad Faraz Maqsood. "Incorporating Social Media into Integrated Marketing Communications of an organization : The Case of Warid Telecom, Pakistan." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5352.
Full textAl-Khatib, S. F. S. "Strategic logistics outsourcing : integrated models for evaluating and selecting Logistics Service Providers (LSPs) : upstream/downstream supply chain comparison." Thesis, Liverpool John Moores University, 2015. http://researchonline.ljmu.ac.uk/4406/.
Full textGarcia, Catarina Santos Silva. "Plano de comunicação integrada de marketing para a empresa Lush Fresh Handmade Cosmetics." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11250.
Full textA comunicação integrada de marketing (CIM) "ajuda as empresas a encontrarem novas formas de contacto com os consumidores com uma mensagem coerente e a construírem relações de longo prazo com os mesmos" (Clow e Baack, 2012, p. 35). Este projeto visa a elaboração de um plano de CIM para a multinacional LUSH fresh handmade cosmetics, tendo como objetivos principais aumentar a sua notoriedade e visibilidade em Portugal. As áreas de atuação utilizadas para concretizar esses objetivos centram-se sobretudo na comunicação online, comunicação de produto, experience marketing, promoção, comunicação ambiental e responsabilidade social. Parcerias com eco-resorts e restaurantes vegetarianos, ações promocionais em Universidades, um programa de fidelização, sorteios e parcerias online são algumas das táticas aplicadas neste projeto.
Integrated Marketing Communications (IMC) "helps company leaders find new ways to contact consumers with a unified message and to engage them in long-term relationships" (Clow e Baack, 2012, p.35). This project includes the preparation of a plan of integrated marketing communications for multinational LUSH fresh handmade cosmetics, having as main goals to increase the brand awareness and visibility in Portugal. The business scope plan used in the plan to achieve these objectives mainly focus online communication, product communication, experience marketing, promotion, environmental communication and social responsibility. Partnerships with eco-resorts and vegetarian restaurants, promotional activities in universities, a loyalty program, online sweepstakes and partnerships are some of the tactics used in this project.
Gonçalves, Vitor Domingos de Lima. "Plano de comunicação integrada de marketing para a Agência de Social Media : Rally." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7989.
Full textO desenvolvimento de um plano de comunicação integrada de marketing permite a consolidação estratégica do modo como as organizações se expressam no dia-a-dia e caminham para atingir os seus objetivos. No mercado industrial, o modo como esta comunicação é desenvolvida acarreta cuidados alinhados às características inerentes do meio ambiente. Assim, a identidade de uma organização deve estar presente na uniformização de todas as ações desenvolvidas. Este projeto incide não só numa atividade industrial, mas também em social media que garante, por si só, constantes evoluções e alterações na realidade que as organizações enfrentam. Para a operacionalização, a estrutura do plano foi adaptada ao modelo concetual de Belch e Belch (2003) por apresentar a estrutura mais completa. Dada a recente implementação da Rally, os objetivos principais procuram aumentar a notoriedade da marca, optimizar os processos internos e angariar maior volume de negócio. Para tal as áreas de atuação focam a comunicação interna, relações públicas, marketing na internet e vendas pessoais.
The development of an integrated marketing communications plan allows the consolidation of strategic actions that organizations implement day-to-day to achieve their goals. In industrial market, this communications are aligned to the inherent characteristics of the environment. Thus, the identity of an organization should be present in the standardization of all actions. This project focuses not only on industrial activity, but also social media environment that ensures, by itself, constant developments and changes in day-to-day reality. To operationalize the plan, this structure was adapted to Belch and Belch (2003) conceptual model by presenting a complete structure. Given the recent implementation of Rally, the main objectives are increase brand awareness, optimize internal processes and conquer greater business volume. For such practice the plan focus on areas such internal communications, public relations, internet marketing and personal selling.
Trindade, Maria João da Conceição Alves. "Comunicação integrada de marketing: plano de comunicação para a empresa Evicar." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/4339.
Full textO objectivo deste projecto é desenvolver um Plano de Comunicação Integrada de Marketing para o Grupo Evicar, especificamente para o seu projecto Evitrucks, distribuidor e reparador da marca DAF em Portugal. Adoptou-se o modelo conceptual de Clow e Baack (2007) para o desenvolvimento deste plano. Os objectivos do plano são a fidelização dos seus públicos-alvo, melhorar a imagem da marca e aumentar a notoriedade e a credibilidade da empresa, dos seus produtos e/ou serviços, no sentido de contribuir para um aumento das vendas, o desenvolvimento de uma boa relação com os órgãos de comunicação social e a partilha de valores entre os colaboradores. Os segmentos a atingir são empresas transportadoras e de logística, empresas de Construção, condutores com Carta de Condução de Categoria C e respectivas subcategorias e os órgãos de Comunicação Social, e o posicionamento adoptado passa pela comunicação dos quase 60 anos de experiência do grupo e pelo respeito que o mesmo tem por todos os seus parceiros e clientes, tanto actuais como potenciais. As áreas de actuação consideradas são a comunicação de produto, a comunicação com a comunidade local, publicidade, promoções, eventos, patrocínio, database marketing, comunicação na internet, responsabilidade social, comunicação interna e comunicação financeira. As tácticas previstas são participações em Feiras do sector, a criação do Clube DAF e respectivo fórum, anúncios de imprensa, leilões, uma acção de team building, entre outras. Apresentam-se também as métricas de avaliação que permitem aferir a eficácia do plano.
The aim of this project is to develop an Integrated Marketing Communication Plan for Evicar Group specifically for the project Evitrucks, distributor and repairer of the DAF brand in Portugal. We adopted the conceptual model by Clow and Baack (2007) for the development of this plan. The objectives of the plan are: to increase the loyalty of the company's audiences, improve the brand image and increase the visibility and credibility of the company, its products and / or services in order to contribute to an increase in sales, the development of a good relationship with the media and shared values among employees. The segments to be targeted are carriers and logistics companies, construction companies, drivers with driving license of category C and its sub-categories, the media, and to increase the awareness of the company's 60 years of experience. The areas of action considered are product communication, communication with the local community, advertising, promotions, events, sponsorship, database marketing, internet communications, social responsibility, internal communication and financial communication and tactics ranging from planned investments in several fairs of the sector, the creation of the DAF Club and its forum, press ads, auctions, and a team building action. Metrics for the plan effectiveness evaluation are also presented.
Lamprinakou, Chrysa. "The party evolution framework : an integrated approach to examining the development of party communications and campaigns." Thesis, Brunel University, 2010. http://bura.brunel.ac.uk/handle/2438/4404.
Full textGrannesberger, Robin, and Natalie Petersson. "Event Marketing som Marknadsinstrument : En fallstudie om Skanska." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-8085.
Full textAs the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.
In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented. The three sections are ultimatley supposed to establish a part of the entirety of Event Marketing.
This essay is a commission from the building company Skanska in Sweden, with the purpose of throwing a new light on their customer-oriented event Skanskadagen in the south-east district of the Swedish market. We have performed eleven qualitative interviews; nine with management and personnel within Skanska, and two with event managers from two different bureaus in Sweden. As a complement to these interviews, we have studied literature, documents, and articles – with and without a scientific basis. The conclusions and recommendations are presented in chapter 8.
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.
Full textFaca, Mafalda Rodrigues Batalha da Silva. "Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação integrada de marketing para a marca Portugal dos Meus Amores." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10805.
Full textO objetivo deste projeto foi a elaboração de um Plano de Comunicação Integrada de Marketing (daqui em diante designado por CIM) para a marca Portugal dos Meus Amores. Este plano inclui inicialmente uma revisão de literatura, onde foram abordados o conceito e o plano de CIM, assim como alguns dos modelos de planos já existentes. O Plano de CIM constitui uma ferramenta de planeamento e operacionalização indispensável para a gestão integrada da comunicação da organização. Portugal dos Meus Amores, lançada em 2014, num mercado bastante competitivo, apresenta-se como uma marca jovem, que vende produtos de criação portuguesa, e que pretende desenvolver a sua notoriedade no mercado e aumentar as vendas. O estudo qualitativo efetuado teve a action research como estratégia de investigação. Procedeu-se à recolha de dados primários através de uma entrevista semiestruturada aos sócios da empresa e inquéritos por questionário a clientes e não clientes da loja. 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 objetivos, segmentação, público-alvo e posicionamento desejado. Foram ainda selecionadas áreas de atuação, com uma aposta tanto no online como no offline, tais como: comunicação interna, comunicação com os media, comunicação online, eventos, publicidade, CRM 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.
The goal of this research was to design an Integrated Marketing Communication Plan (now on referred as CIM) for the brand Portugal dos Meus Amores. This plan initially includes a literature review in which the concept and plan of the IMC, as well as, some of its respective models were addressed. IMC Plan is a platform and an important tool for the integrated management of the organization communications. The store Portugal dos Meus Amores, launched in 2014 on a very competitive market, positions itself as a young brand that sells Portuguese products and that its main purpose is to enhance its awareness on the market and increase sales. It was adopted an action research approach as the investigation strategy for the qualitative inquiry performed. The collection of the primary data was made through a semi-structured interview to the brand's partners and enquiries to store's customers and non-customers. The remaining information required for the development of the plan was obtained by the collection of secondary data. The data collected allowed a comprehensive analysis (internal, external, of positioning and competitors communication) and the definition of objectives, a proper segmentation, identification of targets and of brand's desired positioning. The plan's scope of intervention was also selected, betting on both online and offline channels, as the: internal communication, media communication, online communication, events, advertising, CRM and social responsibility. The tactical plan, to be implemented within a year, was develop in order to achieve the proposed objectives. Evaluation methods were also foreseen.
Shahzad, Umer, and Muhammad Azeem. "Brand Awareness among Customers : A case study of ICA-Kvantum." Thesis, Högskolan Dalarna, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:du-5993.
Full textHeo, Deukhyoun. "Silicon MOS field effect transistor RF/Microwave nonlinear model study and power amplifier development for wireless communications." Diss., Georgia Institute of Technology, 2000. http://hdl.handle.net/1853/15618.
Full textShin, Hyojin Jeannie. "Analysis of the perception and reality of integrated marketing communications (IMC) in corporate public relations a study of South Korea /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0014266.
Full textChung, Wang Ming, and 王明中. "From Integrated Marketing Communication Approach to Study The Marketing Model of B-to-C Application Service Provider--A Case Study of Nexus Communications International Inc." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/03650267935978073057.
Full text元智大學
資訊傳播學系
93
The blooming of internet shopping in Taiwan, which give the opportunity for e-commerce business suppliers of providing B2C-ASP platform grow up substantially. But it also results in the highly competitive status. Based on this, lots of e-store owners start to make efforts on marketing support to promote their service. Since Integrated Marketing Communication play an important role for the evolution of marketing. Therefore, this study will use the Integrated Marketing Communication concept to study B2C-ASP marketing service model, which would provide e-commerce business supplier the optimal marketing service. This study is conducted by in-deep interview of Hyper link Internet technology company and those users of using their platform service to do e-commerce business as background to collect information and find out the current marketing development, marketing strategy and operation model of hyper link Internet technology company and e-stores’ marketing demand and operation problems to analyze and summarize together with the Integrated Marketing Communication model be transmitted into hyper link Internet technology company. Finally the Study also implements this kind of mode as experimental example to make explanation. The study uses the number of visitors to link to the e-stores, the sales amount, and the increase number of members be registered as supporting data to show the Integrated Marketing Communication is better than the original one. E-stores also put marketing service as key element for planning to run Internet business. It’s no doubt that the new integrated marketing service model will bring outstanding performance.
Cheng, Che-Chang, and 鄭哲彰. "The Study for Constructing Integrated Marketing Communications Model of Radio Broadcasting Stations -A Perspective Of Intellectual Capital." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/54725366510829775313.
Full text國立雲林科技大學
企業管理系碩士班
94
The Study for Constructing Integrated Marketing Communications Model of Radio Broadcasting Stations -A Perspective Of Intellectual Capital Student:Cheng-Che Chang Professor:DR . Kuei-Kuei Lai ABSTRACT In traditional mass communication medium, the broadcasting station is simplest and fast media. In dangerous time, the broadcasting station can execute much media functions than others. Since Taiwan authority rescinded martial law, due to continuous deregulation on radio and television industry, the Government Information Office (GIO) had issued 151 new broadcasting station licenses. Until now there are 174 legitimate broadcasting stations in Taiwan (excluding digital broadcasting stations). As with broadcasting market domination, the IMC performance will very much depends on the linkman‘s personal style in coordination with different product and different channel. Base on discussing literature of integrated marketing communications(IMC),including marketing 6p,4C,4V strategies and so on, this paper develop semi-structured interviews as the main method and summarizes ten in-depth interview cases which participants all serve as top managers or senior linkman at broadcasting stations . We focus on the important factors affecting broadcasting IMC performance related to intellectual Capital, relationship marketing and advertising agency. The main results are summarized as follows: 1. The linkman‘s personal charm is the most important element that breeds success of broadcasting IMC. 2. Owing to unseen the products in broadcasting advertisement, it is very important to harmonize the product characteristics and different broadcasting market domination customers. 3.Utilizing broadcasting advertisement, small and medium-sized enterprise advertisers need interior staff familiar with broadcasting media. Otherwise they should request outside IMC advertising agency to handle marketing program in order to avoid wasting limited resources. 4. Small and medium-sized enterprise advertisers can implement our new IMC model of broadcasting Stations to enhance push and pull effect and improve marketing performance . Based on the findings in the case study, we last develop for further study some propositions that characterize IMC Model of Radio Broadcasting media in Taiwan. Key Words: integrated marketing communications, radio advertisement, marketing six P, product placement, wandering performers, kang-fu
Lin, Ya-Han, and 林雅涵. "Development and Application of the Evaluation Model for Integrated Marketing Communications Services-A Case Study about Newspaper Groups in Taiwan." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/93507652201373887984.
Full text世新大學
傳播管理學研究所(含碩專班)
100
Integrated marketing communications (IMC) has become more and more popular around the world in the recent years. Many enterprises, media, and PR companies are very interested in it and some of them have already implemented it in practice. Currently, most studies about IMC are in the field of business marketing rather than newspaper marketing. This study aimed to build an objective and quantitative “evaluation model for integrated marketing communications services for news groups” from the viewpoints of advertisers, to help advertisers select the most appropriate newspaper groups to implement their IMC services. And newspaper groups can develop more complete IMC services based on this model, so that the synergy of IMC can be maximized. This model comprised two parts. In the first part, data regarding evaluation criteria through literature review and preliminary interviews were collected. And the related indexes were used to develop a questionnaire. Then, through the modified Delphi method, opinions from the experts, including advertisers, advertising agents, PR companies, and newspaper groups, were summarized and the most fitted criteria for the model were found. In the second part, the AHP method was applied to obtain the relative weights of the criteria and rank the candidate solutions, so that the best solution could be determined. Then this model was applied to help a famous financial holding company in Taiwan to evaluate newspaper groups for IMC services and decide the most appropriate one among them. Finally, this study found 4 main criteria and 18 sub-criteria to select the most appropriate newspaper group to implement IMC services. According to the results of the AHP analysis, the main criteria advertisers and newspaper groups would consider were, ordered by importance, “the scale of the newspaper organization”, “the ability of planning and implementation”, “the ability of resource integration”, and “the choice of communication tools”. In addition, this study also found that advertisers and newspaper groups were different in their concepts about IMC. Plus the sectionalism inside newspaper groups, in practice, it was difficult for newspaper groups to take advantages of integration and cross-department planning in the aspect of implementing IMC services. Finally, this study suggested that, in the future, newspaper groups can set up an independent department for IMC, in charge of vertical/horizontal communications, coordination, and integration. Also, a consumer database can be built for advertisers’ reference. And the relationship of “inferiors following the example of superiors” between advertisers and newspaper groups can be improved, so that interactions between them can last longer.
Lin, En-Ping, and 林恩平. "Developing a Selection Model for the Business Manager of Integrated Marketing Communications Company Using Analytic Hierarchy Process and Grey Relational Analysis." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/21027120510983908196.
Full text世新大學
傳播管理學研究所(含碩專班)
103
As consumers could encounter more and more types of media, communication channel is omnipresent. Today, under circumstances of the media environment is complex, marketing the division of labor segmentation, advertisers use marketing tool has not only limited use of traditional media advertising, in recent years, the rapid rise of Integrated Marketing Communications, so that enterprises have to face Integrated Marketing Communications brings influence and gradually make changes in the marketing strategy. And how to struggle customers and case for Integrated Marketing Communications company, and brought more revenue and popularize, these things is need an professionals to perform. Therefore, this study intends to develop a model to assist the Integrated Marketing Communications company how to select the best business managers. This study established the model divided into two sections, the first part is through the relevant literature and Modified Delphi Method tofind the best selection criteria for Integrated Marketing Communications company business manager, next, through Analytic Hierarchy Process (AHP) to determine the relative weights of the criteria. Second part is uses the Grey Relational Analysis (GRA) to ranks the alternatives and selects the appropriate Business manager. Finally with Integrated Marketing Communications company as an example, using this model to empirical research.The results showed the emphasis standards of Integrated Marketing Communications company has professional competence, personal qualities, creative thinking, social skills and self-regulation. Overall, this research provides a new model for selecting the Business manager, in addition to providing a reference basis for decision makers, and expect to have a substantive contribution in practice.
LIN, LI-FU, and 林立夫. "APPLICATION ON INTEGRATED MARKETING COMMUNICATION MODEL." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/14575839668195236801.
Full text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.
Padrão, Inês Maria Martinho. "Integrated marketing communications for guava." Master's thesis, 2018. http://hdl.handle.net/10362/38121.
Full textCHEN, MIN HSUEN, and 陳民選. "Accessing the Communication Quality of Marketing Channel:An Integrated Model and Analysis." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/73434833307779863452.
Full text國立臺灣科技大學
企業管理系
90
With the globalization of business operation, the uncertainty of ever-changing business environment and competition, both buyers and sellers gradually tend to build close long-term partnership in order to establish sustainable competitive advantage. In the prior marketing literature, the effectiveness of communication and information sharing has been mentioned frequently as an important factor in the development of coordinative relationship. However, there has been relatively little theoretical and empirical research about channel communication quality. The purpose of this study is to establish an integrated conceptual framework accessing the impact of major factors influencing communication quality. After reviewing all related literature, we develop an integrated empirical model exploring how “the effectiveness of communication flow”, ”channel structure”, ”channel relationship” and ”norms compatibility” affect the assessment of communication quality. The findings offer useful implication on channel communication for both researchers and practitioners. The key points of the research as followed: 1.Evaluate the impact of “effectiveness of communication flow”, ”channel structure”, ”channel relationship” and ”norms compatibility” on channel communication quality. 2.Examine if the assessment of channel communication quality is affected by business types and background.
Huang, Hsiao-Chuan, and 黃筱娟. "Exploring organizational adaptation for implementing integrated marketing communications: A case study of the corporations with high-level integrated marketing communications." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/49587984795483646133.
Full textHUANG, CHUNG-HSUAN, and 黃仲萱. "A Comparative Study of Assessing Integrated Marketing Communications." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/71995093940517010848.
Full text國立臺南大學
經營與管理學系科技管理碩士班
105
The research area of Integrated Marketing Communications (IMC) has started from Don E. Schultz and some professors in USA in 1990. There are some references to show the importance of IMC. The past references related IMC are using quantitative methods more often. Social media has been used as an important media to do IMC program recently. The purpose of this study is to examine how social media will influence IMC through the six dimensions (Awareness integration, Image integration, Database integration, Consumer integration, Stakeholders integration and Evaluation integration) of framework theory of IMC. Taking one case company in Taiwan and another one in China, this research uses semi-structured interviews to understand how social media will have impact to IMC and .compares the differences of applying IMC assessing framework between B2B and B2C companies.
Chen, Wen-kuang, and 陳文廣. "Unique Satellite Television Integrated Marketing Communications strategy research." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/87840231358100669337.
Full text世新大學
新聞學研究所(含碩專班)
94
The cable TV media has been rapidly changed, therefore, the marketing strategy turned from the integrated ways, the traditional 4Ps--product, place, price and promotion to 4Cs (consumer, cost, convenience, communications), that is, taking the audience as the operational focal by ‘understanding consumers’ demand and their willingness to pay’, and ‘communication with the consumer’ as well as ‘pondering the convenience for consumer to purchase.’ This kind of Integrated Marketing Communications concept has already gradually utilized in the domestic media marketing strategy. However, domestically, this kind of strategy research is rarely used in finance channel. This research will aim at the use of Integrated Marketing Communications concept for finance channel, and analyze it. Moreover, under the competition of the cable TV market, cable television must establish conforms segment concept, by the way of the professionals’ medium management and vertical development to maintain program quality and control audience’s receiving behaviors. Therefore, channel segmentation and the content’s quality have been the important way to attract the audience, and become the way to survive. How the finance channel separates the localization to enhance the quality is also precisely one of reasons which this research wants to discuss. On the other hand, in the marketplace where both foreign and domestic channels are under fierce, the way that Taiwan’s domestic finance channel to use the marketing strategy to stay alive and to make any impact, is also the focal point of this research.
Chan, Ya-chi, and 詹雅琪. "The Study of Integrated Marketing Communications in Digital Publishing." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/91812840219291149392.
Full text國立臺灣師範大學
圖文傳播學系
90
Following the rise of the Internet, publishing is facing a series of revolutions, among which digital publishing now has merchandise packages with software, hardware, planning, marketing, and routing. Likewise, the digital publishing business has merchandise targeted at digital publications, covering entire business areas from management to marketing. The study focuses on marketing and communication plans concerning the digital publishing business. The results will be served as reference for publishers in the aspect of digital publishing. Integrated marketing communication theory targets provide consumers and potential consumers clear-cut and consistent messages, through integration and synthesis, to obtain maximum benefits. As marketing manners and concepts change, the theory also receives support and emphasis from practical sectors. The study is based on integrated marketing communication theory, synthesizing various modes presented by scholars, as a framework for further research development. The results of the research indicate that the major Taiwan publishers publish e-books and databases. Digital publishers are mainly content providers, technology providers, platform sellers, and system sellers. As different sectors have their own resources, strategic alliances between same and different businesses is rather common. Marketing strategies emerged from the early B2C e-books oriented to market B2B — content and database products. From the digital business’ integration marketing and communication modes, the researcher discovered that marketing and communication exerts positive impacts on consumers’databases and enterprise. The marketing tool now is mainly the Internet; however, it will become diversified as the carriers and routers get better and more convenient. The major barrier is that the use of the Internet is not common, and there is a lack of suitable hardware, providers, service fees, and privacy. Concerning the development target of digital publishing, it is better through educational types, matters of high marketing values, and integration with pictures, to market a difference from paper publishing.
Vinzons, Chivas, and 范宗斯. "Implementing Integrated Marketing Communications (IMC) with Limited Promo Budget." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/09197672107005458392.
Full text國立成功大學
國際管理碩士在職專班
96
The concept of integrated marketing communications (IMC) is now popular in the field of marketing because of the competitive advantages it provides to companies(Kitchen, 2005; Mcgrath, 2005). However, deciding for mix elements (advertising, sales promotions, personal selling and public relations) and media options (traditional media, new media, outdoor media, and promo items) maybe too expensive for some companies. Thus, this research explores how firms with limited promo budget like small and medium enterprises (SMEs) adopt IMC. Through a survey among 93 of the “300 Dynamic SMEs” of Taiwan, it was found out that even though SMEs face some resource limitations, they have their own ways of implementing IMC. They frequently use new media to increase coverage, sales promotions to increase coordination, advertising to increase contribution, and personal selling to increase strategic consistency. Furthermore, industry type is found to be a moderating factor on how SMEs come up with their IMC mix decisions. This research contributes to the marketing field by providing a client-based empirical research which explores how companies overcome financial barriers to implement IMC. The results also serve as a guide for marketing managers in deciding which marketing communications mix elements and media options they can frequently use to increase coverage, coordination, contribution and/or strategic consistency.
Chiang, Wei-Chei, and 姜維哲. "Exploring the Performance Evaluation System for Integrated Marketing Communication – using Hybrid MCDM Model." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/12109047816058634887.
Full text開南大學
專案管理研究所
101
Many companies invest a lot of money to build a database, purchase software support systems or outsource to the marketing companies to handle the IMC (integrated marketing communications) program, will let the IMC program run in smooth way. Customer behavior change for the integration of short-term assessment of marketing communications perspective, in the long run, needs to operate the stakeholder relationships has been to develop new markets and sustainable development purposes. This study attempts to explore the literature international integrated marketing communications and to construct the performance assessment evaluation model through Decision Making Trial And Evaluation Laboratory and Integrated expertise with the experts through questionnaires conducted aspiration levels improved. Integrated Marketing Communications is a strategically interactive two-way process, which to realize the benefits of stakeholders, but relies on collaboration between the task force, the ad hoc task-oriented, implementation, management and support of their superiors, through strategic way to communicate with transmission to integrate a consistent message, for customers to create the necessary services and the creation of value-added effects to enhance the synergy of integrated marketing communications.