Dissertations / Theses on the topic 'Integrated Marketing Communications Planning'
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Krátký, Ondřej. "Strategické plánování v marketingové komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10606.
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Today, everybody is subject to plenty of communication messages. Because of this situation firms' task becomes more difficult in finding new ways of contact with their customers. That is to say that current communication channels are glutted. This diploma thesis argues an origin of a successful communication strategy, the reason for growing importance of strategic planning and also how the communication strategy fits into a hierarchy of company processes. This thesis also contains a more detailed analysis of Integrated Marketing Communications concept (IMC) as a means of effective communication with not only chosen target audience, but also with company employees and the others concerned. Theoretical conclusions are accompanied by opinions of prominent communications experts from agencies participating in Asociace komunikačních agentur (The Association of communication agencies). These views are concerning development of communication planning under Czech conditions, practical utility of IMC and actual trends in marketing communications practice with regards to current economic situation.
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Ayerra, 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.
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This 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
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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.
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Тимохіна, Яна Олександрівна, Яна Александровна Тимохина, and Yana Oleksandrivna Tymokhina. "Планування комунікаційної діяльності підприємства." Thesis, ГО "СІЕУ", 2013. http://essuir.sumdu.edu.ua/handle/123456789/33478.
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У статті досліджено підходи до планування комунікаційної діяльності підприємства та реалізація мети за рівнями управління.
При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/33478В статье исследованы подходы к планированию коммуникационной деятельности предприятия и реализация цели по уровням управления. При цитировании документа, используйте ссылку http://essuir.sumdu.edu.ua/handle/123456789/33478
The article explores approaches to the planning of the enterprise communication and implementation of goals for management levels. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/33478
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Hobson, Paula Lee. "Integrated marketing communications at community colleges." abstract and full text PDF (free order & download UNR users only), 2008. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1453583.
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Kreidly, Fikrie, Abdikadar Aden, and Adnan Tvrtkovic. "Integrated Marketing Communications : A quantitative study of the perceptions of integrated marketing communications in the Swedish market." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35476.
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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing. It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.
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Cigna, Claudio. "Events Management: il caso FPA Worlds 2012." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2012. http://amslaurea.unibo.it/4220/.
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Un problema comune agli Ingegneri Gestionali è quello legato alla necessità di dover sempre spiegare in cosa consista veramente il proprio campo di studi.
Amici, conoscenti e parenti non dimostrano mai, infatti, familiarità con il termine. Chi scrive è costretto addirittura ad ammettere di avere una madre che, a pochi giorni dalla discussione dalla Tesi Magistrale, continui ad affermare di non aver ancora capito quale lavoro andrà poi a fare il figlio. Medicina, Giurisprudenza ed Economia sono concetti facili da comprendere; “studiare con approccio quantitativo l'organizzazione e i processi produttivi delle imprese costruendo e applicando modelli per la soluzione dei loro problemi” in effetti lo è un po’ meno. Accade così che si debbano quindi aggiungere altri termini, spiegando l’ingegneria gestionale come insieme di altre discipline: produzione, logistica, marketing, economia aziendale, risorse umane, gestione, progetti...
Si dà il caso che questo insieme di altre discipline coincida in larga parte con una branca ancora più oscura ai più: l’event management.
Questo lavoro di Tesi è incentrato proprio sulla gestione di un evento: gli FPA Worlds 2012, i Mondiali di Frisbee Freestyle 2012 tenutisi a Riccione dal 2 al 5 agosto. L’autore, nell’ambito del suo percorso di Tirocinio, ne è stato l’event manager, ovvero il massimo responsabile e organizzatore, andando a far confluire esperienze, conoscenze e passioni personali con la coronazione degli studi universitari. L’intero progetto lo ha coinvolto dal luglio 2010 al settembre 2012, all’interno di un’azienda riminese con cui già collaborava dal 2009.
La Tesi, di carattere prettamente sperimentale, va quindi ad esporre i processi gestionali “nascosti” dietro ad un evento che ha riscosso successo di pubblico e mediatico, affiancando in ognuno dei capitoli tematici modelli teorici e risultati pratici. La vastità di conoscenze, competenze e strumenti utilizzati ha reso quest’esperienza altamente stimolante, così come le numerose sfide che si sono succedute nel difficile percorso per organizzare il miglior Mondiale di Frisbee Freestyle di sempre.
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Camano, Javier. "Integrated Marketing Communications: Branding Plan for Medicare y Mucho Mas." BYU ScholarsArchive, 2006. https://scholarsarchive.byu.edu/etd/472.
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The purpose of this paper is to explain the appropriate and effective use of branding as a vital part of the communication process of an organization. In addition, this project will help identify issues to improve enthusiasm for the use of the brand, help managers become aware of brand loyalty, and show how to measure the effectiveness of the brand.
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Leppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.
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This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets.
This thesis consists of an introductory section and five papers. The first paper evaluates the current state of mobile marketing research based on a review and an analysis of extant literature that focuses on mobile (or wireless) applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided. The second paper presents a framework of the mobile marketing communications environment that delineates how mobile marketing should be integrated into a company's integrated marketing communications strategy. A comprehensive overview of divergent mobile marketing activities is provided, along with representative examples derived from popular press. In addition, a detailed description of mobile marketing campaign planning and its implementation process is provided. The third paper provides a conceptual model of the relationships between interactive integrated marketing communications and database management in a mobile context. The results from empirical research suggest that consumers are willing to participate in Short Message Service (SMS) marketing in a retailing context.
The fourth and fifth papers utilize data collected by means of an online survey (n = 4,062) and examine the factors associated with consumers' intention to receive mobile advertising messages and responses to SMS direct-response campaigns. The results suggest that consumers' intention to receive mobile advertising messages is related to the relevance of the message, permission to receive mobile advertising messages, the benefits of receiving the message and the privacy of personal data. In addition, the results suggest that women and men differ significantly in their responses to SMS call-to-action campaigns, consumers aged 36–45 years are most likely to respond to SMS call-to-action in a TV program and participate in SMS sweepstakes and other competitions, and that employment status has a substantial impact on consumers' SMS campaign activity.
Overall, this thesis provides a conceptual and theoretical foundation intended to guide research efforts focused on mobile media and to aid practitioners in their quest to achieve mobile marketing success.
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Burgmann, 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.
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This thesis addresses the implementation and application of integrated marketing communications (hereinafter referred to as 'IMC'). The thesis is located within the field of marketing communications and focuses on IMC perceptions and practices within large global and national companies located in the UK and Germany. The aim of this thesis is to understand how and to what extent IMC has developed and is practiced in the selected firms. This study takes the perspective that IMC can only be understood via social actors i. e. via marketing and communication practitioners - including brand managers, and senior executives, as they are the people who possess the practical knowledge of complex business settings in relation to their own business and/or its related brands. As such, these practitioners have the ability and managerial capacity to design and implement integrated approaches to marketing communications. In a qualitative two phase research design, interviews and case studies are the chosen methods that allow this investigation to access the research problem. The design of this thesis is as follows: 1. Current marketing communication and IMC literature is reviewed which serves to identify research gaps. 2. During the first phase, data was collected from 10 large national and global companies located in Germany and 15 similar firms located in the UK. Four different industries were selected: service, retail, consumer durable and fast-moving consumer goods (FMCG). 3. In the second phase of the research design, three extensive case studies with fast-moving consumer goods companies were carried out in relation to IMC perceptions and practices. The case firms included two multinational firms i.e. SABMiller and Imperial Tobacco, and one very rapidly growing strategic business unit, namely Tryton Foods, which is a subsidiary of a national UK firm. 4. An interpretive theory building approach was used. The qualitative data analysis was guided by the principles of content analysis. Based on the empirical findings of the research, the final outcome of this thesis complements and advances current knowledge about marketing communications and particularly in relation to integrated marketing communications. A significant outcome of this research is that IMC is purely client-led. In addition, it is found that the majority of participating firms have only recently started to implement IMC, and indeed, that current IMC practices can be further advanced and augmented. At least in business-to-consumer industries, firms need to listen more actively to the needs and wants of their customers in order to be able to create consumer-driven marketing communication approaches.
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Hanpongpandh, Peeraya. "A comparison of perceptions of public relations, marketing, and advertising educators toward integrated marketing communications." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/917012.
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This thesis sought to answer the research question: How do the top educators in the area of public relations, marketing, and advertising perceive the concept of integrated marketing communications as compared to one another?The mail survey applying Q methodology was sent to 15 top educators in each of the three fields in the United States for a total sample of 45 educators. A total of twenty-five responses were returned representing 55.5 percent of the sample. When the respondents were analyzed by discipline, there were eight responses from the pubic relations educators, nine from the marketing educators, and eight from the advertising educators. As a result the responses from each disciplines comprised, respectively, 53.3 percent, 60 percent, and 53.33 percent of the total sample.The statements in Q-Sorting were collected from the review of literature and in interviews with the Ball State University advertising, and public relations professors. Each statement either agreed or disagreed with the perception of integrated marketing communications. Each educator was asked to indicate how strongly they agreed or disagreed with each statement.A computer program developed for Q-Methodology studies was used to extract the factors from the educators' responses. After the Q-Sorts were tabulated, the researcher identified two factors, Factor I, and Factor II. The majority of Factor I respondents were the marketing, and advertising educators. The majority of Factor II respondents were public relations educators.The researcher concluded that these two groups had clearly different attitudes toward IMC. Stated in another way, marketing educators and advertising educators had similar perceptions of IMC, while public relations educators perceived the IMC concept very differently. Public relations educators indicated that the concept of IMC would be acceptable if it should be viewed as a total organizational communications function.Department of Journalism
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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.
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Miles, Peter Harry. "Philippine international tourism and the role of marketing communications." Thesis, University of Derby, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369901.
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Tuominen, 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.
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Internet and Social Networking Services have made accessing information as easy as lifting a finger and consumer can easily ‘Google’ the cheapest airlines, find reviews and opinions online or look up the restaurant whose name was on the tip of their tongue (Sparrow et al., 2011). Organisations must focus on developing methods of reaching and servicing customers that appeal to a new generation and utilise the advantages of new media (Moutinho et al., 2011). Social networking services, (mobile) websites, location-based services, and group bargaining are among the most recent forms of brand building and reputation management used by organisations to appeal to their stakeholders. Considering reputation management as a strategic necessity of building and sustaining competitive advantage, this thesis applies the discourse of the postmodern branding, Integrated Marketing Communications and Brand Tribalism within the context of online tourism and hospitality. No previous study has covered and combined the fractured knowledge of reputation management, brand tribes and integrated marketing communications within the hospitality industry, and therefore this work is an original and systematic study of the possibilities and pitfalls of the research area. Combining non-participant netnographic method and semi-structured management interviews, 164 hotels and 43 restaurants from seven countries were studied with the aim to find evidence on four different problem settings; (a) the general challenges found in the hospitality SNS presence and activities; (b) the formation of an online tribe within the hospitality context; (c) the effect of peer reviews, tribal activism, and entertainment provision in SNS, and (d) the means and effects of managing SNS’s interactions and implementation of IMC into the reputation management process. The findings of this study suggest that the management of the hospitality reputation is continual, and requires resources and well-articulated integration to overall strategy and vision of managing strategic relationships. The study concludes that by adapting the recommended Ambient Reputation Management framework it is possible to expand the exposure, and enhance the general feelings towards the company and its products and services. Furthermore, the study postulates that providing entertainment and non-factual conversation topics, besides responding to customer needs, are the most effective stimuli in the brand-related engagement enhancement process. These findings enable management to define the service brand’s promise in terms of how the practical and emotional tenets should be blended to grow brand personality in the minds of potential stakeholders. Finally this study accentuates the generation of brand awareness through the growing rapport between the brand and the consumers towards the formation of a brand tribe, and materialisation of an active tribal loop; and that taking advantage of the web analytics from the actions to measure the resultant brand awareness is a key element of Ambient Reputation Management.
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Timokhina, 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.
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Kerr, Gayle. "Consistency and integrated marketing communication : an exploratory study." Thesis, Queensland University of Technology, 1997. https://eprints.qut.edu.au/36301/1/36301_Kerr_1997.pdf.
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This study explores the role of consistency in IMC and ways in which it can be measured. A contribution to the emerging area of IMC is made by drawing on the
experiences of marketing communication practitioners in relation to their perceptions of consistency in the practice of IMC. The initial exploratory research in the form of focus groups was expanded upon through a series of in-depth interviews which elaborated on attitudes towards consistency, measurement and IMC. The literature review in Chapter 2 summarises key data from the fields of advertising,
public relations, direct response, sales promotion, corporate identity, marketing,
auditing and IMC. Chapter 3 describes the multimethod research design of the study, in which focus groups generated many new ideas which were explored in greater detail through in-depth interviews. Key outcomes of the research are reported in Chapter 4. The final chapter considers the implications of this research for the theory and practice of IMC and suggestions for future research. The main findings suggest that consistency is an important but little understood area of
IMC. In this study, consistency is defined and factors promoting consistency, as well
as barriers to consistency in IMC are identified. From this, the three keys to consistency
- corporate identity, strategy and execution - emerge. The study explores consistency in relation to Duncan's IMC Message Typology and suggests where consistency can be controlled or influenced in planned, inferred, maintenance and unplanned messages. As a result, strategies for controlling and influencing consistency are developed. Consistency was seen by practitioners as difficult to measure due a lack of appropriate tools and an inability to see visible results or relate it to a dollar value. In addition, it was felt that management was not demanding its measurement. A need was identified
for a measurement tool for the internal guardian of the brand to evaluate consistency in IMC. The study concludes by proposing a 'Consistency Check' devised from the study
results, as an appropriate measure to evaluate consistency in IMC.
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Barreto, 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.
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Mestrado em MarketingA 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.
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Ågren, Maria, and Martina Ölund. "Storytelling : A Study of Marketing Communication in the Hospitality Industry." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-897.
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There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector.
The hospitality industry is one of the largest service sectors, facing fierce competition. Many hotels have a story to share and storytelling is today a buzzword in the industry, but it has not received much attention in the academic world. Therefore, little is known about storytelling from a business administration perspective, more specifically marketing communication, which is our field of interest in this thesis.
The purpose of this thesis is to study and analyze storytelling and how it is used as marketing communication in the Swedish hospitality industry.
To fulfill our purpose, a qualitative study with an inductive approach was chosen as suitable. Primary data was gathered through interviews with managers from nine different hotels, which all work actively with storytelling. Theories regarding service marketing, marketing communications, and storytelling helped us to collect appropriate empirical data and also to structure the analysis.
Storytelling in the hospitality industry is an identity or an image, and the purpose of using storytelling is to be remembered and to mediate a feeling. As a concept, it requires attributes and a certain level of truth is important to remain trustworthy. Furthermore, storytelling facilitates the communication process between the hotels and their customers and it often strengthens customers’ attitudes towards the hotel. Both private and business customers are attracted by stories, but it is easier to communicate the story to large groups during a conference. It is however difficult to mediate the whole concept through marketing communication tools as it is too compound. Storytelling facilitates an integrated marketing communication as it becomes an image and word of mouth is increased due to that people talk about the unexpected.
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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.
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Thesis (M.S.)--West Virginia University, 2006.Title from document title page. Document formatted into pages; contains iii, 39 p. : ill. Includes abstract. Includes bibliographical references (p. 35-39).
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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.
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Thesis (Ph.D.)--University of Missouri-Columbia, 2005.The 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.
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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.
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Buckley, Winston Hamlett ;Case Edward John ;Spencer M. P. "An integration, long range planning, and migration guide for the stock point logistics integrated communications project." Thesis, Monterey, California: U.S. Naval Postgraduate School, 1986. http://hdl.handle.net/10945/21924.
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Garcia, 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.
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Mestrado em MarketingA 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.
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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.
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Mestrado em MarketingO 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.
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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.
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Mestrado em MarketingO 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.
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Linde, Azanne. "A spatially integrated approach for tourism planning and marketing in rural mountainous areas : the Montagu region." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/52135.
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Thesis (MA)--Stellenbosch University, 2001.ENGLISH ABSTRACT: The aim of this study was to identify marketable tourism products in rural mountainous regions, specifically the Montagu region. These products could stimulate economic growth, because it would provide the means for integrated regional tourism planning and improved marketing strategies. An integrated approach was adopted, implying that environmental, economic and entrepreneurial components were considered in the research. The environmental component refers to the identification and spatial location of existing and potential tourism resources. The economic component involves the selection and combination of resources for the construction of specific tourism packages. The entrepreneurial component refers to consideration of the opinions of the local community. The gathering of environmental data involved the identification of potential tourism resources in rural mountainous regions. Economic data was collected through a questionnaire survey among tour operators, tour brokers and marketers to determine which resources should be grouped together to create marketable tourism products. Data selection on entrepreneurial matters involved a survey among farm owners to determine their perceptions with regards to agri-tourism. Analysis of the data encompassed the creation of a spatial data base by using the raster capabilities of Geographical Information Systems (GIS). Each thematic layer in the data base represented the approximate location of a specific tourism resource in the Montagu region. Values were then allocated to different layers according to the importance of each resource within a specific tourism package (average rating as determined by tour operators, brokers and marketers). This enabled the creation of a map for each type of tourism package, as well as a regional map showing the spatial location and concentration of highly rated tourism resources. It was found that, by following this process, the spatial representation of resource preferences for specific packages did not reveal as much variability as would be expected. This was due to the tendency that certain resources were consistently rated highly important for inclusion, notwithstanding the type of package. It was also due to the fact that a number of resources, irrespective of its rating, sometimes occurred in areas with close proximity. However, these maps still provided a good spatial representation of important resources, making it useful for the production of marketing brochures on specific packages. The regional map is useful for tourism planning and marketing in the region as a whole. It gives a spatial interpretation of the geographical concentration of important tourism resource areas in the region. It also facilitates the identification of specific areas where highly rated tourism resources occur, but where tourism has not yet been developed to its full potential. The collection and analysis of environmental, economic and entrepreneurial data made it possible to determine which resources are required to construct marketable tourism products. Ultimately, important tourism resource areas in a specific rural mountainous region were identified through a scientific process of quantification and map production.
AFRIKAANSE OPSOMMING: Die doel van hierdie navorsmg was om bemarkbare toerismeprodukte in landelike, bergagtige streke te identifiseer, meer spesifiek die Montagustreek. Hierdie produkte kan ekonomiese groei stimuleer, want die ontwikkeling daarvan kan 'n wyse voorsien om geintegreerde toerismebeplanning en verbeterde bemarkingstrategiee op streeksvlak te verseker. 'n Meer holistiese benadering is gevolg, waarmee bedoel word dat omgewingsekonomiese en ondernemingskwessies tydens die navorsing in ag geneem is. Die omgewingskomponent verwys na die identifisering en ruimtelike ligging van bestaande en potensiele toerismehulpbronne. Die ekonomiese komponent behels die seleksie en kombinering van hulpbronne vir die konstruksie van spesifieke toerismepakkette. Die ondernemingskomponent verwys na die oorweging van die persepsies van die plaaslike gemeenskap. Die insameling van omgewingsdata het die identifikasie van potensiele toerismehulpbronne in landelike, bergagtige streke behels. Ekonomiese data is met behulp van 'n vraelysopname onder toeroperateurs, toermakelaars en bemarkers verkry om te bepaal watter hulpbronne saamgegroepeer moet word om bemarkbare toerismeprodukte te skep. Die insameling van data oor ondernemingskwessies het 'n opname onder plaaseienaars behels om sodoende hulle persepsies ten opsigte van agritoerisme te bepaal. Analisering van data het die skep van 'n ruimtelike databasis behels waar van die roosterfunksies van Geografiese Inligtingstelsels (GIS) gebruik gemaak IS. Elke tematiese laag III die databasis het die benaderde ligging van 'n spesifieke toerismehulpbron in die Montagustreek voorgestel. Die waardes wat aan verskillende vlakke toegeken is, was in ooreenstemming met die belangrikheid van elke hulpbron binne 'n spesifieke pakket (gemiddelde gewig soos bepaal deur toeroperateurs, makelaars en bemarkers). Sodoende is 'n kaart vir elke tipe toerismepakket geskep, sowel as 'n streekskaart wat die ruimtelike ligging en konsentrasie van toerismehulpbronne wat hoog aangeslaan is, aandui.
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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.
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Existing theories of party organisation, and political communication and marketing, address the issue of party evolution and electoral behaviour from opposing and largely one-dimensional angles. The purpose of this thesis is to develop a more integrated perspective to party campaigning that goes beyond the traditional approaches of party behaviour and present the relationship between intra-party organisation and campaign evolution in a new light. The party evolution approach is an alternative conceptual framework of party campaigning, which integrates the classic approaches of party organisation with the modern accounts of political communication and marketing while taking into consideration the institutional and ideological constraints of political parties. The main aim is to bridge the worlds of marketing and politics by offering a distinct perspective that integrates elements of a party’s innate political identity and readdressing the notion of party communications professionalisation within the wider context of party evolution process. To this end, the employment of consumer marketing techniques and approaches in party campaigning is not considered a means to the end of electoral success but an integrated element of the party’s evolving identity. The intention is that the Party Evolution Framework be used as a tool for comparative analysis. The holistic and integrated scope of the framework is likely to qualify its application to a cross-section of democracies, regardless of their party and electoral systems, campaign regulations, and historical, socio-economic and political landscape. To this end, the present thesis illustrates the use of the party evolution framework in two largely contrasting contexts; British and Greek politics.
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Grannesberger, 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.
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As 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.
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Baron, Michael. "Integration of marketing communications in historical development: informational content analysis of websites and magazine advertisements in Australia." Thesis, Curtin University, 2008. http://hdl.handle.net/20.500.11937/992.
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It has taken advertisers many years to develop integrated advertising communication strategies that could incorporate many or all traditional marketing communication channels that developed separately, such as billboards, magazine advertising, television and radio. All of the marketing communication channels were usually integrated with one another in order to produce messages that were comprehensive as well as unified across all of these channels. However, the rapid development and growth of Internet communications resulted in the need to review traditional approaches towards advertising to accommodate the new communication medium. Initially (in the late 1990s) there appeared to be a lot of confusion about the role Internet communications were to play in advertising campaigns and whether they were destined to supplement traditional marketing communications or to replace them. It was also not clear how to combine interactive communications with non-interactive ones. The thesis investigated and compared content of both traditional (magazine advertisements) and emerging (websites) advertising communications in Australia at the turn of the century. The focus of this investigation was on the identification of the informational content of magazine advertisements and websites as well as the degree of integration between these two marketing communication channels.The thesis addressed arguably two of the most critical (if not the most critical) areas of marketing communications of the time: informational effectiveness and identification of key informational content elements in both magazine advertisements and websites as well as integration between magazine advertisements and website marketing communications during the early days of the Internet marketing. Informational content analysis of magazine advertisements and websites identified a number of content-related differences between the two types of marketing communications. It also revealed that content of web-linked magazine advertisements was likely to differ from the content of magazine advertisements that did not include a link to a website.
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Faca, 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.
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Mestrado em MarketingO 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.
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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.
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This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of managerial implications. The research question was formulated as what actions could be seen effective for ICA-Kvantum to maintain or improve brand awareness among its current and potential customers.The project was created with the help of theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication approach and strategic planning process. These theories were applied in this thesis in order to find out the most effective communication measures to maintain or improve brand awareness among current and potential customers of ICA-Kvantum.The primary and secondary data was collected. Primary data was gathered through the survey among ICA-Kvantum customers in the front of the store in Borlänge. The personal interview with manager was conducted in the office of ICA-Kvantum store located in Borlänge. Secondary data was gathered from textbooks, academic journals, theses and websites.The empirical findings have been presented in detail and then analyzed with the help of theoretical concepts. The analysis and further results from survey and interview focused on importance of information, marketing communication tools, brand awareness and loyalty, perceived quality and implementation of strategic planning process. Moreover, the main weaknesses and strengths of ICA-Kvantun have been evaluated. The conclusion including short summary of analysis and its results have been provided at the end. Each weakness of issues related to brand awareness i.e. importance of information, effectiveness of marketing communication tools and strengths and weaknesses of ICA-Kvantum discussed in the paper, has been pointed out along with solutions and managerial implications.
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Shin, 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.
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Severiano, Filipa de Sousa. "A importância da comunicação integrada de marketing nas organizações sem fins lucrativos : elaboração de um plano de comunicação integrada de marketing." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10293.
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Mestrado em MarketingEste projecto pretende reflectir sobre a importância e as vantagens que o planeamento da comunicação pode trazer para as organizações sem fins lucrativos, procurando demonstrar que é possível estruturar um plano de comunicação integrada de marketing adaptado às necessidades e dimensões destas entidades, tendo em conta os seus objectivos sociais e as suas limitações financeiras. Neste âmbito, este projecto tem como objectivo a elaboração de um plano de comunicação integrado de marketing para uma associação sem fins lucrativos (YMAA Portugal), propondo estratégias para aumentar a notoriedade da entidade, atraindo novos membros e fidelizando os existentes. Para tal, realizou-se uma revisão de literatura baseada na importância da comunicação integrada de marketing nas organizações sem fins lucrativos.
The present research has the aim to enhance the importance and advantages that communication planning can bring to nonprofit organizations. This project intends to present an integrated marketing communications plan adapted to the needs and dimension of these entities, taking into account their social objectives and financial constraints. In this context, the present project has the main objective of developing an integrated marketing communications plan for a nonprofit organization (YMAA Portugal), proposing strategies to increase awareness of the organization, attracting new members and retaining existing ones. For that, a literature review of the related subject was carried out in order to indicate (specify) the importance of an integrated marketing communications plan in nonprofit organizations.
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Stow, Heath Jon. "The effective integration of multiple communication techniques, including social media." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/22837.
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The effective integration of multiple communication techniques is becoming increasingly complex, with the ongoing development of new media. The development of Web 2.0 and the growth of social media provides marketers with additional, possibly even alternative, marketing communication channels. This research explores the integration of social media, specifically Facebook, and the marketing decision making considerations from the context of the integrated marketing communications (IMC) construct.The study surveyed three consumer facing businesses to understand how marketers make decisions, determine if social media leads to more effective marketing and to understand if and how effectiveness is measured. A qualitative multiple case study method was selected which included interviews, direct observation and document reviews.The findings provide insights into marketing decisions relative to the integration of social media. This is complimented by a view of how effectiveness of social media can be measured in the marketing communications sphere. The issue of ROI remains a challenge and only one case successfully deploys this metric. In conclusion, the increasing complex business and marketing environment does not have a simple solution; therefore the Complex Marketing Communications Deployment (CMCD) model is proposed as a framework for reviewing the entire marketing communication system and to integrate new media.Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
unrestricted
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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.
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La Tesis Doctoral trata sobre las Comunicaciones Integradas de Marketing (CIM) y se compone de tres partes interrelacionadas que estudian: los antecedentes y las consecuencias del concepto CIM desde el punto de vista de la empresa, el concepto CIM como mediador y los factores que influyen en su efectiva implementación, y CIM basado en la percepción del consumidor.
Mejorado por el avance en las tecnologías, el crecimiento de la competencia y la incertidumbre en el mercado, el concepto CIM evolucionó de un simple instrumento de coordinación táctica a una capacidad dinámica de marketing. Su evolución y una mayor participación en los procesos gerenciales determinan la necesidad de su revisión y mejor comprensión. Basado en la teoría de las capacidades dinámicas, CIM, cuando se combina con la estrategia correcta, puede traer una ventaja competitiva a la empresa y afectar positivamente su rendimiento. Sin embargo, investigaciones anteriores sugieren que las empresas pueden enfrentarse a obstáculos al implementar CIM. En primer lugar, los factores endógenos, incluyendo los efectos relacionados con la gestión interna de negocios y en segundo lugar, factores exógenos, relacionados con los efectos ambientales externos. Además, teniendo en cuenta la relación directa entre los antecedentes estratégicos de CIM y el rendimiento de la empresa, se sugiere el efecto de mediación de CIM. Finalmente, a pesar del enfoque centrado en el consumidor del concepto CIM, los investigadores se han centrado principalmente en analizarlo desde un punto de vista empresarial, pasando por alto la opinión del cliente.
Partiendo de las teorías de las dimensiones institucionales y culturales, para el proceso de recolección de datos se seleccionaron dos países económica y culturalmente diferentes, una economía de transición (Bielorrusia) y una economía desarrollada (España). Para probar los modelos teóricos, realizamos encuestas a empresas y consumidores en Bielorrusia y España.
El análisis de los datos sugiere que la orientación al mercado influye de manera positiva en CIM en ambas economías, pero el efecto de la orientación tecnológica sobre CIM sólo es significativo en la economía desarrollada. Las CIM afectan directamente al resultado de los clientes y el mercado, pero el efecto directo de CIM sobre el rendimiento financiero no es significativo en ninguna de las dos economías analizadas.
El análisis de los efectos moderadores muestra que el tamaño de la empresa y el perfil del gerente moderan las relaciones en el modelo teórico, mientras que el sistema económico no lo hace. El efecto moderador de la estructura organizativa sólo es significativo en la economía desarrollada. Además, en una economía en transición, CIM sólo media las relaciones entre la orientación al mercado y los resultados de los clientes y los mercados. En una economía desarrollada, tanto la orientación al marketing como la tecnológica tienen efectos indirectos en el rendimiento de la empresa a través de CIM.
Los resultados de la encuesta a los consumidores sugiere que la orientación tecnológica afecta positivamente a la percepción de CIM basada en el cliente, pero la orientación al cliente no tiene ningún efecto. Sin embargo, las orientaciones de los clientes y la tecnología tienen efectos indirectos en los comportamientos posteriores a la compra a través de CIM, pero sólo en España. Además, CIM afecta positivamente a la satisfacción del cliente, lo que a su vez influye positivamente en el boca-oído y la intención de recompra. Sin embargo, el boca-oído no tiene impacto en la intención de recompra. Además, la comparación intercultural revela diferencias que indican que sólo en una economía más orientada al mercado como España, CIM afectan al boca-oído y la intención de recompra. Estas relaciones están plenamente mediadas por la satisfacción del cliente en Bielorrusia y parcialmente en España.The 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.
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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.
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This thesis gains an insight into advertising and integrated marketing communications with an exploration of the relationships between advertisers and consumers at the meso level of interface between the two groups. As an initial investigation into advertising and integrated marketing communications and its relationships to consumers’ behaviour, the inquiry develops by exploring an alternative lineage of interpretive consumer research. The two areas of focus emerging from the literature review are the concepts of manufacturing consent (Herman and Chomsky, 2002) as the macro advertiser/sender level of behaviour and the concept of motivational behaviour research (Tadajewski, 2006) as the micro consumer/receiver level of behaviour. The study utilises a mixed methods research design to explore the interface between advertisers and consumers. From the analysis of the commonalites and variances within the data, a mapping of behaviour between the two groups presented a new and unexpected set of interactions. Interactions that reflect the Foundation Premises within the work of Vargo and Lush (2008) by developing an emergent conceptual model.
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Huang, Chiou-Min, and 黃秋敏. "The Study of Planning and Implementation of Integrated Marketing Communications for A Customs Broker Company in Taiwan – As An Example of Ocean Customs Clearance Services." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/36t692.
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碩士國立中興大學
高階經理人碩士在職專班
103
This study focuses on how a sea custom broker plans and implements for making and developing the IMC strategies., which convey the company’s core value, sevice idea and enhance the brand name in terms of the chosen target clients. The paper researches and discusses the sea custom broker’s situation analysis, opportunities, options of the team, establishment , implemenation and evaluation of the activities, and future planning by the foreign and domestic literatures. The resarch shows there are three IMC strategies: (1) changing the traditional way of marketing to create the best strategies among competitors in terms of IMC; (2) integrating the inner resouces and service advantages, planning the differential service, customizing the projects by the professional division in order to rid the price-oriented marketing strategy; (3) keeping close relationships and interactions with the clients, increasing their value from their hearts and becoming a model by connecting broadly and creating the new relationships with customers together in the future.
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Padrão, Inês Maria Martinho. "Integrated marketing communications for guava." Master's thesis, 2018. http://hdl.handle.net/10362/38121.
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The following paper presents an Integrated Marketing Communications campaign for the
brand Guava, which was recently restructured to pursue an online approach. The main
purpose of the project is to increase Guava’s brand awareness and recognition worldwide.
Therefore, based on an analysis of the current marketing strategy of the brand and research of
the industry and how companies are approaching its online consumers, a campaign was
elaborated so as to build brand recognition and credibility.
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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.
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HUANG, CHUNG-HSUAN, and 黃仲萱. "A Comparative Study of Assessing Integrated Marketing Communications." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/71995093940517010848.
Full textAbstract:
碩士國立臺南大學
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.
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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 textAbstract:
碩士世新大學
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.
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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 textAbstract:
碩士國立臺灣師範大學
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.
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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 textAbstract:
碩士國立成功大學
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.
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Mazek, Katarzuna. "Integrated communications strategy for mylabel." Master's thesis, 2015. http://hdl.handle.net/10362/15680.
Full textAbstract:
Integrated Communication Strategy for MyLabel
Following paper presents Integrated Communication Strategy for Continente’s private label brand of cosmetics MyLabel. The main purpose of the project is to position MyLabel as venture brand which will gain strong market position in order to compete with the manufacturer brands. Therefore, based on the created brand equity model for the venture cosmetic brand, MyLabel will be approached from the branding perspective in order to improve perceived quality and consecutively, build brand recognition and credibility. In this respect, integrated communication strategy includes some of the branding tactics and marketing communication mix. Thereafter, MyLabel will be transformed into the sub-brand MyBeauty, which can exploit opportunities given by the new market image of retailers’ brands and gain special, unique position in the market.
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Sha, Young, and 夏鏞. "Effect of Integrated Marketing Communications and Employee-Based Brand Equity on Marketing Performance." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/07230107911715488927.
Full textAbstract:
碩士義守大學
管理學院管理碩士班
99
The goal of this study is to examine and synthesize the important factors in measuring integrated marketing communication effect through a documentary review of previous and current empirical studies and show differences in test market performance across different degree of integrated marketing communication and employee based brand equity. Data were gathered from expert interviews and a written questionnaire. Structural equation modeling (SEM) was used to test the hypothesized relationships. The results are summarized as follow： 1. Brand orientation and the degree of top managers’ support have a significant impact on the integrated marketing communication effect. 2. Employee based brand equity will improve market performance. 3. The performance of integrated marketing communication correlated positively with the market performance.
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Lin, Yi-hua, and 林依樺. "Integrated Marketing Communications Analysis on Performing Arts Organizations in Taiwan." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/76724376861064377151.
Full textAbstract:
碩士國立臺灣大學
商學研究所
92
Considering the importance of integrated marketing communication on performing arts industries, the research has taken both questionnaires and case-study methods to investigate the issue. The researcher defined performing arts industries and their characteristics. On the one hand, the researcher set up the questionnaires to estimate the extent of the use of integrated marketing communication. On the other hand, the researcher interviewed with 4 performing arts organizations to understand the practical use of integrated marketing communication. Combining these results can be the basis of further research. Research findings are as follows: 1. Communication medias : performing arts organizations view direct mail and putting DM& posts in public as the most important. 2. Use of database : performing arts organizations asked the audience to fill in the questionnaires after performance, spreading the news about performance to the audience, volunteers, and the sponsors. Also, within performing arts organizations, there is a specialist responsible for connecting volunteers and sponsors. 3. Planning and estimation of integrated marketing communication: performing arts organizations emphasize a specialist responsible for integrating the messages. 4. The organizational factors affecting the usage of communication medias are “setting up years”, “the frequency of performance”, “the size of full-time employees”, ”the size of part-time employees”, ”the size of volunteers”, ”the frequency of participating in marketing or promotion training programs”, ”the type of marketing department”, “the type of performing arts organizations”, and “the total amount of one-year fund raising”. 5. The organizational factors affecting the extent of planning and estimation of integrated marketing communication are ”the size of part-time employees”, ”the size of volunteers”, ”the frequency of participating in marketing or promotion training programs”, ”the type of marketing department”, and “the total amount of one-year fund raising”. As to further practical use of integrated marketing communications, the researcher has several recommendations as follows: 1.Posit suitable marketing communication mix 2.Develope professional employees 3.Raise the management and usage of database 4. Emphasize unique characteristics and create brand values 5. Set up union office.
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LIANG, HSIU-HUN, and 梁修混. "Case Study of Implementing Integrated Marketing Communications in Radio Station." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/23012184396092142570.
Full textAbstract:
碩士國立臺北大學
企業管理學系
91
Our study is focused on understanding the latest status of radio stations in our country and how to face the impact of global digitalization by analyzing radio station industry. We also hoped to understand our chosen radio station that how they apply integrated marketing communication strategies into practice. Thus, we hoped to attain these goals bellowed: 1. Analyzing the radio station industry systematically in order to understand the environment and newly status. 2. Discussing the practice situation of radio stations applying “integrated marketing communication ” and compare those strategy practices among radio stations in Tauyuan and Hsinchu and try to find out the marketing ideas and strategies of radio stations applying integrated marketing communication to create competitive advantage. 3. Collecting and analyzing real practices in integrated marketing communication systematically by observing directly in practice and giving an consultation to the related research and the management According to our goals and motivation, we focused on the meaning and characteristic of integrated marketing communication and also discussed the basic concept of integrated marketing communication, database marketing, plan model and practice of integrated marketing communication; the obstacle of applying obstacle integrated marketing communication. We narrowed our study scope into radio station industry and adopted related paper discussing and case study. We also proceeded with industry analysis and micro-environment analysis. We chose ASIAFM to be our example case study and basing on the five forces analysis and SWOT analysis, we analyzed the outbound environment and inbound ability to discuss how the industrial competitive advantage formed. By data analysis, public activities and in-depth interview, we discussed the status of radio stations applying integrated marketing communication and concluded their integrated marketing strategies as a complete report for future suggestion of radio station industries. We found the integrated marketing communication has brought a new idea in marketing tactics in radio station industry and also brought new thoughts and new direction, the integrated marketing communication would be effective only through clear and correct market segmentation and position, case marketing, database marketing, and cooperate with different medias and cross-enterprises. Under the rapid change and fierce competition, it would become even more difficult to plan the integrated marketing communication and to put them into practice, thus we should be more customer-oriented and match the company vision and goal while plan the integrated marketing strategies. The management should hold the media, listeners and advertising client tightly to develop the synergy and to achieve the integrated marketing communication strategy by different marketing channels. Key words: Integrated Marketing Communication; ASIAFM, Radio Station Industry, Electric Power
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Chen, Jiun-Yin, and 陳俊穎. "Using Collaborative Customer Knowledge Management for Integrated Marketing Communications Improvement." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/43837093219244229823.
Full textAbstract:
碩士南台科技大學
工業管理研究所
91
By Internet age arrived, Electronic Commerce (EC) has completely changed business environment and model. The implementation of e-business applications has continuously growing in a seemingly unabated fashion worldwide. The enterprise competitive condition has completely changed into global competitive environment within supply chain. In addition, this study provides an appreciation of the emergence and content of Integrated Marketing Communications (IMC) that widely used by industry and commerce in US and UK. Systems intervention is one main stream of system thinking in England. In order to build a systemic approach of IC, this chapter examines systems thinking to see what it can contribute to collaborative marketing and IMC for enterprises. This study examines how IMC can help collaborative marketing through identifying key customer knowledge resources, hence, marketing and advertising would be based on a single global campaign, with only minor adjustments for local markets. The aims of this paper are to explore the role of customer knowledge resources within collaborative IMC and develop a conceptual framework to further suggest better solution for IMC collaboration. Taking beauty enterprise as an example, this research focuses on CKM (Customer Knowledge Management)、collaborative marketing、IMC and systems intervention to design the questionnaire for 120 companies. Research methods are both structure questionnaire and open interview deeply method. There were 8 available responses from 60 collaborative partners in Taiwan and 19 available responses from 60 collaborative partners in China (Return rate 22.5%). This will help beauty business to draw a blueprint in the future. The findings of this research are as follows: 1.The collaborative partners in Taiwan focus on organizational design problem for collaboration, and the collaborative partners in China focus on organizational process problem for collaboration. 2.Collaborative partners consider that more market information, and product and service information can build collaboration and trust relation between collaborative partners. Solving methods of organizational culture and organizational design can help to clarify with the legal and financial relation between collaborative partners. In addition, gathering order information and the solving methods of organizational process will help to build up business IT system, common view and positive attitude. 3.In the IMC dimension, gathering customer information and solving methods of organizational design, organizational politics and organizational process will help to database integration. Gathering order, product and service information and solving methods of organizational culture will help to customer integration. In addition, gathering best practice information and solving methods of organizational design and organizational politics will help to stakeholders-based integration. 4.Collaborative Management has significant effect on Integrated Marketing Communications that could be used for IMC planning in the future. Moreover, this study presented a conceptual model of Collaborative-CKM to see how collaborative marketing can help IMC implementation. The result of the research could be consulted by the other industry to create their Collaborative-CKM framework and IMC implementation.
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Lin, Chia-min, and 林佳旻. "The Research of the Internet Keyword for Integrated Marketing Communications." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/57529972735710880438.
Full textAbstract:
碩士國立臺南大學
科技管理研究所在職專班
98
As the development of internet, the internet marketing changes the marketing mode gradually. In the advertisements on TV, T-bars, external wall of buildings, newspapers and magazines, the information about search keyword is always included . The internet keyword integrated marketing strategy is utilized to make the consumers search the information by keyword actively. In the internet consumer behavior, search plays an important role. Therefore, the business owners begin to make use of keyword search engine in advertisements. It becomes a new model of internet keyword marketing, a two-way communication between business owners and consumers. The business owners and marketing staff of various industries are paying attention to keyword marketing. However, on academic research, there is not a complete operating structure for keyword integrated marketing. This motives the research. Through the integrated marketing communications structure, proposed by Lin(2000), the internet keyword integrated marketing is discussed in this research. The relationship between keyword integrated marketing and integrated marketing communications is studied. The structure of keyword integrated marketing strategy is also proposed to be a reference for business. In this research, it is found out that the relationships between the six aspects of integrated marketing communications (Awareness Integration, Unified Image, Database Integration, Customer-based Integration, Stakeholders-based Integration, and Evaluation Integration),proposed by Lin (2000) and the three aspects keyword marketing (Consistence, Involvement, and Need for Cognition) are all apparent. Through the literature review and interviews with experts and managers, the internet keyword integrated marketing model is proposed in this research. This model can be extended to Customer Relationship Management analysis in the future research.
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LI, SHIN-YI, and 黎欣怡. "An Investigation of Integrated Marketing Communications of West Lake Resortopia." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/vh69k9.
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碩士國立聯合大學
客家語言與傳播研究所
106
This study explores the main stall activities of the West Lake Resortopia over the years, including the May Snow Tung Blossom Festival, and explores the integrated marketing communications as a review of the overall literature. Through participation observation, data collection, inductive analysis and in-depth interviews, we can find out the marketing communication strategy of " West Lake Resortopia ". It is hoped that through this research, the relevant units that carry forward the Hakka culture will provide suggestions and directions for future promotion of Hakka festivals. This study takes Dai Guoliang's integrated marketing communication model (Part 2) as the framework of case analysis. The research results show that West Lake Resortopia's corporate mission from "happiness and love" and "heartfelt care" and the concept of business management ―"Green Business" began to implement the idea, and the consumer’s expectation of “being close to nature” and “growth knowledge” as “deep tourism” is “Private Holiday” and “Happy Banquet”. The three target markets of "Environmental Education" are the starting point for the purpose of increasing "foreign independent tourist". Consumers and potential customers are set to "married and have children" family groups (parent and child groups) and "unmarried " newcomers. " May Snow Tung Blossom Festival " is a celebration event featuring " Tung Blossom ". Through marketing communication strategies, we use " tung blossom implication ", " tung blossom image", " tung blossom atmosphere" and " tung blossom outside" and " tung blossom artistic concept", combined with product development, thematic facilities, exhibition performances, etc. as the overall planning of the park; respectively, in the "initial activities" and each week " saturday and sunday ", offer preferential of the admission tickets for admission to the park, through the " international travel fair " and " Network virtual " of channel and " television and network " and studyout marketing communication strategy. On the other hand, through the stakeholders , act in concert with the government unit the development of the "Hakka Tung Blossom Festival ", the " Hakka Affairs Council " will be used to promote the Hakka culture. " The Miaoli County Government " has established " Tung Blossom Joint Wedding", " Hakka Tung Blossom Wedding " to encourage marriage and pregnancy , and foreign resources such as foreign business alliance " Suppliers, Supply Chains " to find common interests and establish a good public relationship. In addition, the West Lake Resortopia creates the image of " health, vitality, fantasy and romance" for the May Snow Tung Blossom Festival and creates novel and interesting slogans with the message "Nature, Eco-environment", with six marketing communication tactics and tools. Such as advertising, sales promotion, event marketing, public relation, direct marketing, and personal selling etc, create a crowd of visitors to the "May Snow Tung Flower Festival" and play a comprehensive role in integrating marketing communications applications.