Journal articles on the topic 'Integrated Marketing Communications Planning'
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Anantachart, Saravudh. "Integrated Marketing Communications and Market Planning." Journal of Promotion Management 11, no. 1 (March 24, 2005): 101–25. http://dx.doi.org/10.1300/j057v11n01_07.
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Finne, Åke, and Christian Grönroos. "Communication-in-use: customer-integrated marketing communication." European Journal of Marketing 51, no. 3 (April 10, 2017): 445–63. http://dx.doi.org/10.1108/ejm-08-2015-0553.
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Purpose This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem. Design/methodology/approach After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use. Findings A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to. Research limitations/implications The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research. Practical implications CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication. Originality/value The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.
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Caemmerer, Barbara. "The planning and implementation of integrated marketing communications." Marketing Intelligence & Planning 27, no. 4 (June 12, 2009): 524–38. http://dx.doi.org/10.1108/02634500910964083.
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Demko, Marіana. "Features of Integrated Marketing Communications of Banks." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 3(78) (December 15, 2020): 92–97. http://dx.doi.org/10.26906/eir.2020.3(78).2002.
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The essence and features of integrated marketing communications and their role in achieving successful functioning of banks in the market are studied. In conditions of economic instability, banks are looking for the most effective marketing tools to promote the brand. Therefore, the role of integrated marketing communications in the activities of banks has significantly increased. Integrated marketing communications strengthen the bank’s competitive stability in the market, form the image of the bank, increase the promotion of banking products, provide banking services and efficiency of banking. The purpose, tasks and properties of integrated marketing communications of banks to achieve marketing goals and increase the successful operation of banks are formulated. Conceptual approaches to the essence of integrated marketing communications as a universal tool for achieving marketing goals (concept; planning concept; the concept of joining forces; management coordination concept; combine tools; special macro positioning of the brand; strategic analysis, selection, application and control). The author’s definition of integrated marketing communications of banks on the basis of the formed conceptual approaches to the essence of integrated marketing communications and definitions of authors is offered. On the basis of this definition the mechanism of action of integrated marketing communications as an effective tool of communication activity is formed as at interaction of tools of marketing communications in the synergetic unity create positive effect for successful banking activity. Effective management of banking activities is carried out by the interaction of promotion tools with the emergence of a synergistic effect, as this achieves the marketing goals of the bank.
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Valos, Michael John, Fatemeh Haji Habibi, Riza Casidy, Carl Barrie Driesener, and Vanya Louise Maplestone. "Exploring the integration of social media within integrated marketing communication frameworks." Marketing Intelligence & Planning 34, no. 1 (February 1, 2016): 19–40. http://dx.doi.org/10.1108/mip-09-2014-0169.
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Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement. Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications. Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.
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Prayitno, Sunarto. "Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital." CoverAge: Journal of Strategic Communication 12, no. 1 (September 16, 2021): 27–39. http://dx.doi.org/10.35814/coverage.v12i1.2152.
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The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.
Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.
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Orr, Dawn, and Jon Cano-Lopez. "The role of data integration in integrated marketing communications planning." Journal of Direct, Data and Digital Marketing Practice 7, no. 2 (October 2005): 137–45. http://dx.doi.org/10.1057/palgrave.dddmp.4340517.
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Telg, Ricky, Tracy Irani, and James Varvorines. "Extension Marketing: Building a Successful Local Extension Marketing Campaign." EDIS 2017 (December 6, 2017): 2. http://dx.doi.org/10.32473/edis-wc077-2017.
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This EDIS publication, focusing on the foundations of marketing communications, is the first of a five-part EDIS publications series on developing marketing campaigns for your local Cooperative Extension program. The Extension Marketing series includes publications on campaign planning and audience analysis development, integrated marketing, creative, social media and news media strategies, and budgets and evaluation. This 2-page fact sheet is a minor revision written by Ricky Telg, Tracy Irani, and James Varvorines, and published by the Department of Agricultural Education and Communication, December 2017. AEC396/WC077: Extension Marketing: Building a Successful Local Extension Marketing Campaign (ufl.edu)
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Baranetska, A. "ІНТЕГРОВАНІ КОМУНІКАЦІЇ: ІНТЕРПРЕТАЦІЯ РЕКЛАМИ." State and Regions. Series: Social Communications, no. 1(41) (March 10, 2020): 90. http://dx.doi.org/10.32840/cpu2219-8741/2020.1(41).14.
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<div><em>The article explores aspects of modern advertising discourse implementation. The patterns of realization of interaction between advertising and consumers are characterized. The basic functionality of advertising as a communication tool is defined. The article describes strengths and weaknesses in the organization of advertising communication and notes positive features and disadvantages of advertising. Advertising is presented as an important component of the marketing communication system. It is emphasized that the efficiency of marketing communications is due to their strategic planning, therefore, marketing communications is a peculiar strategy of communication with the target audience, which involves its comprehensive coverage. It is noted that the traditional dominant means of the marketing communications system is advertising, which can adapt in the context of modern social transformations. It has been determined that advertising, as a form of mass communication, requires certain transformations due to modern trends in the economic market. The shortcomings of advertising include lack of personal contact with the audience, obtrusiveness and addiction that require a certain correction. The article examines the essence of the concept of integrated marketing communications (IMC), which consists in a kind of synthesis of communication means and the possibility of their complementarity, by overcoming the shortcomings of some communication elements by others, which will contribute to the expansion of the range of interaction with consumers. Advertising in the marketing communications system has been interpreted as an important component of a customer engagement strategy. Possible variants of advertising supplementation by other communication means are shown, the advantages of which can offset the disadvantages in advertising communication. It is noted that the complex simultaneous use of marketing communications increases the influence and contributes to increasing the pragmatic effect of such communication. The necessity of strategic planning of communication with consideration of specific communication characteristics of each medium and possibility of interchangeability are emphasized.</em></div><p><strong><em>Key words: </em></strong><em>advertising, advertising discourse, marketing communications, integrated marketing communications, communication.</em></p>
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Wu, Lingling, Yuriy Danko, Fuli Chen, Xuefeng Yao, and Fenghe Zhang. "Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace." Innovative Marketing 18, no. 1 (March 9, 2022): 152–67. http://dx.doi.org/10.21511/im.18(1).2022.13.
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Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the development process, current hotspots, and future trends of IMC research. Moreover, it explores the characteristics and patterns of IMC research. First, this paper shows the annual literature volume, leading countries, journals, and authors in IMC research through bibliometrics. Then, five hot research topics are identified through keyword co-occurrence analysis, namely IMC theory and models, brand communication, media research, customer research, and marketing strategy. From 1991 to 2020, IMC research is divided into five phases, each of which is related to the enhancement of user interaction. Future IMC research will continue to be user-centered, and IMC research will continue with social media and branding, as well as research on other topics that can further enhance user interactions. This paper also finds that the characteristics of the concept of IMC itself lead to a constant renewal of its connotations, which is one of the reasons why scholars cannot reach a consensus on the concept of IMC. AcknowledgmentsWe thank Associate Professor Zhenkun Cui of Henan Institute of Science and Technology for his valuable comments during the writing and revision of this paper. The following research projects supported this study: (1) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZDJH-0099; (2) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZZJH-158; (3) Henan Province Social Science Planning Project No. 2021BZZ004; and (4) Xinxiang Social Science Federation Research Project No. 2021-167.
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Chaplinskyі, Yuriy, and Olena Bozulenko. "ADVERTISING SUPPORT FOR LOYALTY IMPLEMENTATION." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS III, no. 83 (September 29, 2021): 68–79. http://dx.doi.org/10.34025/2310-8185-2021-3.83.05.
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The loyalty program is an important element of the marketing communication activities of the enterprise, so its implementation should be based on the concept of integrated marketing communications. Integrated marketing communications is a concept of marketing communications planning, related to the need to assess the strategic role of individual areas and find the optimal combination to ensure clarity, consistency and maximize the impact of communication programs through seamless integration of all individual appeals. That is, the loyalty program must be integrated with other elements of the marketing communications system. Combining a loyalty program with elements of advertising, public relations, sales promotion, direct marketing and synthetic marketing communications allows to combine and enhance the benefits of each marketing tool and maximize the effectiveness of the loyalty program to increase business competitiveness. In addition, it should be noted that in the scientific literature insufficient attention is paid to communication (in particular, advertising) support for loyalty programs, which determines the relevance of the research topic. The advertising campaign within the loyalty program is aimed at attracting new customers, forming an active target audience, increasing profits. Stages of loyalty program advertising support should include: determining the purpose of the loyalty program advertising campaign; identification of the target audience; determining the subject of advertising, focus on a specific loyalty program. Decisions on the choice of dissemination means for advertising information in the loyalty program support are made taking into account the characteristics of each of these means as well as a detailed analysis of their advantages and disadvantages. The effectiveness of the loyalty program advertising campaign is determined by its content and components. The introduction of tools for advertising support of the loyalty program by enterprises will maximize its effectiveness, which in the future will bring to a new level of quality management of marketing activities in general, and marketing communications in particular.
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Kasian, Serhii. "MARKETING STRATEGIC PLANNING, PRICING, MARKETING OF EVENTS IN THE FIELD OF HIGH-TECH ENTERPRISES ENERGY SAVING." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 298, no. 5 Part 1 (October 4, 2021): 298–303. http://dx.doi.org/10.31891/2307-5740-2021-298-5(1)-52.
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The creation of regional centers of standardization in the field of distribution and use of energy flows of an alternative type contributes to the consistency of the quality of energy supply and logistics services of high-tech enterprises (HTP) and housing and communal services (housing). The integrated combination of the latest forms of marketing communications and logistics service is based on the interaction and interpenetration of important types of marketing activities of industrial enterprises during the movement of resource flows in global and regional value chains focused on sustainable development. Logistics service contributes to a fuller adaptation of the vector of goods supply of enterprises to the demands of potential segments of the target market. Innovative and technological development encourages the constant improvement of means and methods of communication support of logistics services. The implementation of a set of business opportunities aimed at creating joint high-tech projects in the areas of technology transfer and commercialization of innovations is possible through the comprehensive integration of education, science and business. Theoretical and methodological components of marketing strategic planning, pricing, organization of marketing of energy saving events at high-tech enterprises were investigated. It is determined that the budgeting of marketing communications, taking into account the integrated application of unconventional marketing communications tools, pricing methods that focus on demand and competition, contributes to good training and clarification to social and economic agents, authorities, and the public. The feasibility of using innovative energy-saving technologies based on alternative energy sources is explained. It has been established that marketing energy-saving values of high-tech enterprises lie in the formation of marketing values for consumers, which creates competitive advantages in faster and more complete satisfaction of consumer needs. The concept of “marketing value” is developed, which reflects the impact of relational tools of cholistic marketing on communication support and logistical support for interaction with economic agents, stakeholders, consumers, which leads to the intensive formation of marketing values among noted interaction entities. Marketing communication motivational and behavioral components of high-tech enterprises are highlighted. The marketing activity of “BIZON-TEH 2006” enterprise was analyzed, which has many years of experience in the agricultural market of Ukraine, is included in the TOP-3 of the largest distribution of seeds and fertilizers.
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Kitchen, Philip, and Marwa E. Tourky. "Communications at a crossroads: what place for integrated marketing communications in a post-Covid-19 landscape?" Revista de Estudios Empresariales. Segunda Época, no. 2 (December 22, 2020): 7–17. http://dx.doi.org/10.17561/ree.v2020n2.1.
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Integrated marketing communications (IMC) are a core part of business success in the 21st century, but are facing exceptional challenges, some of which predate the devastation wrought by the COVID-19 pandemic. The various stages of IMC offer rich potential to enhance marketing techniques, harness the power of data analytics and build brand success. However, while most firms would claim to be deploying IMC, many are offering little more than sales-orientated mass marketing, having failed to move beyond the most basic form of its operation (Stage 1). Amid shrinking economies and slashed marketing budgets, even the minority of firms that has moved into Stage 2 (targeted marketing exchanges), Stage 3 (the application of information technology), Stage 4 (information-led communication planning), or even the putative Stage 5 (fully integrated marketing) now risk reverting to Stage 1. It is therefore critically important to develop an advanced understanding of IMC and its potential. Equally significant is the need to address the global trend towards focusing on attracting customers while neglecting post-purchase experience. A twin approach of successfully harnessing all the stages of IMC while also paying full attention to customer retention will maximise the chances of building brand success in the current challenging climate.
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Bogdan, Nataliia M., Illia M. Pysarevskyi, Olga M. Ivanova, and Mariia M. Pokolodna. "Innovative Communication Instruments of Marketing Activity of Enterprises in the Tourism and Hotel Business." Business Inform 6, no. 533 (2022): 137–42. http://dx.doi.org/10.32983/2222-4459-2022-6-137-142.
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The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterprises containing the following elements: advertising, sales promotion, personal sales, public relations, and direct marketing are determined. The necessity of introducing the latest technologies in this sphere is proved, since in the modern world of global computerization it is simply necessary to use modern technological resources, in particular the Internet, especially in such a sensitive and competitive industry. According to the results of the analysis and generalization of the study of Travelport company, which is one of the outstanding providers of electronic distribution services in the travel industry, a rating of marketing communications used in the tourism and hotel business is compiled. Based on the results of the study, the need for an integrated approach to the planning and implementation of communication processes, based on the consistency of actions of all means of marketing communications within a single strategy to achieve the set marketing goals, is established. As an innovative marketing communication instrument, enterprises of the tourism and hotel business are offered the use of integrated marketing communications (IMC), which are holistic communication systems and allow to cover all aspects of the marketing complex, which further contributes to the most effective action on the consumer. So, depending on the direction of activity, the availability of human resources and financial condition, the company chooses a way to present itself in social networks through the most effective communication instrument, tailored to suit the market needs.
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Ots, Mart, and Gergely Nyilasy. "Just doing it: theorising integrated marketing communications (IMC) practices." European Journal of Marketing 51, no. 3 (April 10, 2017): 490–510. http://dx.doi.org/10.1108/ejm-08-2015-0595.
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Purpose This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means “to do” IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Design/methodology/approach The paper introduces practice theory as a lens through which to study and analyse IMC practices. Using qualitative coding and interpretative analysis, the framework was operationalised and applied to a two-year organisational ethnography encompassing IMC planning activities in at a leading Swedish retailer. Findings Findings demonstrate how practitioners develop explicit and implicit strategies to enact strategic integration. The study conceptualises IMC as a set of interrelated practices, or routinised behaviours, which are repeated and organised by some social or formal rules and conventions. In the ethnographic context of the study, “IMC as practice” is exhibited in the forms of routines, material set-ups, rules and procedures, cultural templates and teleoaffective structures. Originality/value The paper proposes a novel set of theoretical and methodological tools that can be used to understand how IMC lives as a set of practices inside organisations. It specifically conceptualises the link between mental and objectified, materialised and routinised activities that has previously been escaping the sphere of theorisation. By creating language and tools to capture hitherto unmodellable phenomena, the paper opens many new avenues for future research.
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K. Rakhmanova, Amina, Madina R. Smykova, and Gulnara B. Rakhmanova. "Development of a customised model of integrated marketing communications for the economic well-being of the enterprise." RIVISTA DI STUDI SULLA SOSTENIBILITA', no. 2 (January 2022): 141–53. http://dx.doi.org/10.3280/riss2021-002011.
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In modern marketing theory, marketing communications have adopted a more extended interpretation called customisation. This is the subject of further consid-eration of integrated marketing communications as a systematic approach to do-ing business, which allows making the most of all available business tools today. The purpose of the research was to solve the problems of integrated marketing communications related to the organisation of planning and management, ensur-ing the priority of consumer opinion, creation of individualised goods and services. Customisation is based on completing consumer goods with individual elements, component modules or additional exclusive accessories ordered by customers, whose demands are growing and changing. Customisation is understood not only as ensuring that a product or service meets the needs of a specific consumer, but also as designing them together with a future buyer. The article presents a custom-ised model of integrated marketing communications, which can be used by entre-preneurial structures of the restaurant business in the process of forming a com-plex of marketing communications to ensure the savings of their financial and or-ganisational resources, which lead the economic well-being of the enterprise. Based on the analysis, a formula for a customised model of integrated marketing com-munications was derived, which is based on the dynamics of the stages of the formation of IMC. It was concluded that the authors' model of integrated market-ing communications can be used to ensure the financial savings and economic well-being of enterprise.
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Barnes, Beth E. "Integrated brand communication planning: retail applications." Journal of Marketing Communications 7, no. 1 (January 2001): 11–17. http://dx.doi.org/10.1080/13527260121813.
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Wardani, Ayu Septiana, and Reni Dyanasari. "PERENCANAAN KOMUNIKASI PEMASARAN TERPADU ASIAN GAMES 2018 SEBAGAI NATION BRANDING." Metacommunication: Journal of Communication Studies 4, no. 2 (September 30, 2019): 232. http://dx.doi.org/10.20527/mc.v4i2.6232.
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In addition to acting as a government system, the Indonesian state also acts as a brand that makes it necessary to make efforts to nation branding. Sport mega event is one way to build nation branding. Indonesia was trusted to host the Asian Games 2018. By being in charge of holding a sport mega event (SMEs), Indonesia will gain some benefits from global publicity that can be used to build nation branding. Indonesia's success in holding the Asian Games 2018 has made a positive impact on Indonesia's nation branding. In the implementation of SMES, integrated marketing communications is one of the important factors that determine its success. Indonesia's success in using the Asian Games 2018 moment to build nation branding attracted the attention of researcher to conduct research on the Asian Games 2018 integrated marketing communications planning as a means of building nation branding using qualitative methods. The results of this study indicate that Indonesia implemented six steps in zero based integrated marketing communications planning. When conducting a promotion based on this plan, INASGOC also applies two steps in building Indonesia’s nation branding and communicating the values that Indonesia have through three components in the Nation Brand Hexagon.Keywords: Asian Games, INASGOC, Promotion, Nation Branding, Indonesia
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Mulia, Frisca Arta. "STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) DALAM MENDAPATKAN RESELLER DARI AGROWING.CO.ID." Jurnal Visi Komunikasi 19, no. 02 (November 11, 2020): 252. http://dx.doi.org/10.22441/visikom.v19i02.14214.
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This research was conducted to determine the Integrated Marketing Communication (IMC) Strategy to Reach Resellers from Agrowing.co.id.The paradigm used in this thesis is the post-positivist paradigm and uses a qualitative approach with descriptive research type, data collection techniques through interviews. Data analysis techniques are data reduction, data presentation, and drawing conclusions. The technique of checking the validity of the data uses source triangulation. The results of this thesis indicate that the integrated marketing communication strategy (IMC) chosen is able to get a reseller from Agrowing.co.id. In planning an integrated marketing communication strategy, Agrowing.co.id used SWOT Analysis, STP analysis, Target audience Determination, Media Selection, and Determination of the Mixture of Marketing Communication Elements. In its activities Agrowing.co.id used all integrated marketing communication (IMC) which is advertising, sales promotion, public relations, personal selling, interactive marketing, and direct marketing. The most effective integrated marketing communication strategies are interactive marketing, personal selling, and sales promotion. Suggestion according to researchers is to strengthen the marketing element mix that is advertising so that integrated marketing communication strategies are more optimal. As well as adding human resources to optimize integrated marketing communication.
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Lin, Ya-Han, Pi-Fang Hsu, and Chia-Wen Tsai. "Establishing a Hierarchy Model for Evaluating Integrated Marketing Communications Services of Newspaper Groups in Taiwan." International Journal of Customer Relationship Marketing and Management 4, no. 4 (October 2013): 27–40. http://dx.doi.org/10.4018/ijcrmm.2013100102.
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This study aimed to build an evaluation model for integrated marketing communications services of newspaper groups. First, researchers obtained the proper evaluation criteria by using related documents and the modified Delphi method to condense experts' opinions. Then, AHP (Analytical Hierarchy Process) was applied to determine the weights of these criteria, allowing researchers to order the alternatives and find the most suitable newspaper group to implement integrated marketing communications services. The model was then applied to a real case of a famous financial holding company in Taiwan, which was looking for a newspaper group as its partner to promote its company image. According to the research results, the criteria that the advertisers cared about, in order of importance, were as follows: scale of the newspaper organization, ability of planning and implementation, ability of resource integration, and choice of communication tools. This model can provide advertisers with an objective and efficient method of choosing the most suitable newspaper group, and is of certain value and contribution in academic circles and practices.
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Abashidze, Irakli. "Leveraging the Characteristics of Location-Based Communication in Online Marketing." European Journal of Business and Management Research 7, no. 6 (November 2, 2022): 14–21. http://dx.doi.org/10.24018/ejbmr.2022.7.6.1686.
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Contemporary online marketing communications are increasingly integrated with modern technologies and innovative solutions. Locationbased technologies are one of the approaches that help a business target customers precisely based on their geographic location. Eventually, a number of benefits can be obtained by integrating location-based technologies into marketing strategies. However, it requires a high level of professionalism and may be followed by various complications and risks. Nevertheless, location-oriented marketing can be regarded as one of the most efficient approaches in today’s marketing communications. Therefore, it is necessary to research it theoretically, study practical cases and make relevant conclusions. It will allow businesses to improve their decisions concerning various marketing activities: audience segmentation, precise targeting, collecting and processing analytical data, and planning large-scale marketing campaigns. In this process, customer data privacy is one of the most important issues, which is a separate, complex object of research. Therefore, this paper focuses on reviewing characteristics, opportunities, consumer behavior traits, and benefits of location-based communication in the marketing context. The final parts of the paper provide an overall analysis of the issue and a list of recommendations as a conclusion.
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MOSKVYAK, Yaroslava. "MANAGEMENT OF MARKETING ACTIVITIES OF THE HOTEL AND RESTAURANT BUSINESS ENTERPRISE." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 137–41. http://dx.doi.org/10.31891/2307-5740-2022-302-1-23.
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In the article the analysis concerning necessity of use of marketing in activity of a hotel – restaurant complex is carried out, the maintenance of marketing in system of management of the hotel enterprise is investigated. The main trends in the development of the hotel industry in Ukraine are substantiated. The main factors influencing the process of forming the hotel business in the country and determining the main directions for the development and improvement of the efficiency of the hotel and restaurant industry with the use of communications are studied. It is determined that the approach to marketing communications as an object of management implies the need to pay considerable attention to the organization of communication activities, intensification of advertising and information work both at the enterprise and with other actors in the tourism market. It is determined that to create such a management shell, allows to increase communication at the national integrated and corporate level. In the marketing system, enterprise awareness is important because any marketing activity is based on knowledge of the specific situation in the market. The organization of marketing activities should be based on the information system. The scheme of planning of marketing activity of the enterprise is resulted. The basic approaches according to which the enterprises carry out the marketing activity are defined.
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Faizah, Nur, and Sokhi Huda. "Strategi Integrated Marketing Communication Produk The Red Ginger Al-Ghozali di Tambak dalam Baru Surabaya." Jurnal Ilmu Komunikasi 9, no. 2 (October 5, 2019): 162–79. http://dx.doi.org/10.15642/jik.2019.9.2.162-179.
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This study examines the Integrated Marketing Communications (IMC) strategy carried out by Ustadh Al-Ghozali in marketing the red ginger products. IMC strategy plays an important role in the advancement and development of the Home industry. The purpose of this study was to identify the IMC strategy proposed by Al-Ghozali in marketing the red ginger products and to teach this research using a qualitative-descriptive approach with a Marketing Mix theory perspective. The results of this study describe that the IMC strategy carried out by Al-Ghozali includes two stages, namely planning and implementation. In these two stages he employs a strategy of advertising, direct marketing, direct promotion, personal selling, and public relations. The factors that support the success of the IMC strategy are the role of social media and the involvement of resellers. IMC strategy is implemented optimally. Although there are several constrained aspects, there are quite a lot of consumers, especially those in the shop who have collaborated
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Silenzie, Ricardo, and Muhammad Adi Pribadi. "Interaksi Simbolik dalam Komunikasi Pemasaran Terpadu di PT. Creative Motion Pctures: Studi Kasus Komunikasi Pemasaran Film Once Upon a Time in Indonesia." Prologia 4, no. 2 (October 1, 2020): 310. http://dx.doi.org/10.24912/pr.v4i2.6514.
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Integrated marketing communication planning in film marketing activities is implemented as a sales solution and promotes a film title to the public in a variety of effective and interactive ways in which the message in the film can touch the appropriate target audience. PT. Creative Motion Pictures is a film company that uses an integrated marketing communication planning formula to meet the needs of its audience. PT. Creative Motion Pictures formulas when planning marketing communication. The influence of symbolic interaction has a major contribution in the marketing communication planning of PT. Creative Motion Pictures. This research uses a qualitative methodology with a case study method. Data collection was done by participant observation, in-depth interviews with PT. Creative Motion Pictures. The conclusion of this research is that it has 4 stages of integrated marketing communication planning namely Film Products, Target Market, Promotion, Distribution. At all stages there are symbolic interactions such as language selection, organizational regulations, and company vision.Perencanaan komunikasi pemasaran terpadu dalam kegiatan pemasaran film diterapkan sebagai solusi penjualan dan mempromosikan sebuah judul film kepada masyarakat dengan berbagai cara yang efektif dan interaktif dimana pesan dalam film bisa menyentuh target audience yang sesuai. PT. Creative Motion Pictures merupakan perusahaan film yang menggunakan formula perencanaan komunikasi pemasaran terpadu untuk memenuhi kebutuhan penontonnya. PT. Creative Motion Pictures formula-formula yang ketika melakukan perancanaan komunikasi pemasaran. Pengaruh Interaksi simbolik memiliki kontribusi yang besar dalam perencanaan komunikasi pemasaran PT. Creative Motion Pictures. Penelitian ini menggunakan metodologi kualitatif dengan metode studi kasus. Pengumpulan data dilakukan dengan observasi partisipan, wawancara yang mendalam dengan tim PT. Creative Motion Pictures. Kesimpulan dari penelitian ini yakni memiliki 4 tahapan perencanaan komunikasi pemasaran terpadu yaitu Produk Film, Target Pasar, Promosi,Pendistribusian. Pada semua tahapan tersebut terdapat interaksi lambing-lambang seperti, pemilihan bahasa,peraturan organisasi, sampai visi perusahaan.
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Putri, Amalia Rosyadi. "Event Sebagai Media Branding Institusi." Dakwatuna: Jurnal Dakwah dan Komunikasi Islam 7, no. 1 (February 26, 2021): 21. http://dx.doi.org/10.54471/dakwatuna.v7i1.922.
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Promotional activities at a corporate will progress if they have various innovative ideas in promoting products. In this case, not only through advertisements or offers or sponsorships and brochures, but it is necessary to add the latest ideas or breakthroughs in promotion to create a corporate brand. There are many things that companies can do to carry out promotions, one of which is to hold an event with Integrated Marketing Communication to increase pranding in institutions. This paper is an important conceptual framework in analyzing the urgency of envent as an institutional branding medium using the concept of Integrated Marketing Communication theory with management, communication and marketing approaches.Events as institutional branding media can be analyzed pre-designing strategies using three marketing conceptions, namely segmenting, targeting and positioning. The next stage is to understand the pattern of marketing communication strategies at institutions. This pattern is a combination of three disciplines, marketing, communication and strategic management which then results. The final step is the implementation of sponsorship events as a form of integrated marketing communication tools, the implementation of this process is described in a planning framework in achieving the institutional vision.Keywords: Event, Media & Branding
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Murhadi, Derinta Entas, and Nenny Wahyuni. "Integrated Marketing Communication Model in Building the Image of Tourist Attractions in Kota Tua Jakarta." International Journal of Travel, Hospitality and Events 1, no. 2 (May 1, 2022): 157–67. http://dx.doi.org/10.56743/ijothe.v1i2.17.
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ABSTRACT
Purpose: This research aims to harmonize marketing communication strategies and programs to create interesting messages and information.
Research Methods: The research uses a qualitative approach, namely the assessment of how Integrated Marketing Communication strategies and models in integrating the marketing communication mix. Kota Tua Jakarta (the Old City Jakarta) became a locus in this study. Observation, interview, documentation, and focus group discussion are research data collection techniques.
Results and discussion: The delivery of promotions and publications is directed at electronic media and social media by the reputation and target audience. Kuta Tua Jakarta’s website is designed to follow the dominant identity of building colors and tourist attractions from communities that are members of one community. Regional structuring and improving facilities and infrastructure and strengthening the cooperation network with stakeholders are the priorities of the manager.
Implication: The concept of the Integrated Marketing Communication model with planning is presented through organizational communication among stakeholders.
Keywords: IMC model, marketing communication mix, tourism product.
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Muna, Cut Nailil. "Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX." JURNAL TATA KELOLA SENI 6, no. 1 (July 8, 2020): 1–17. http://dx.doi.org/10.24821/jtks.v6i1.4111.
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ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.
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Sisyadi, Bella, and Muhammad Adi Pribadi. "Interaksi Simbolik sebagai Pembentukan Perencanaan Komunikasi Pemasaran (Studi Etnografi pada PT. Inti Ozzigeno Nara Solusi)." Prologia 4, no. 1 (February 25, 2020): 59. http://dx.doi.org/10.24912/pr.v4i1.6433.
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Integrated marketing communication is an activity to increase the sales, and to introduce a brand to people in an effective way using a consistent message for the appropriate target audience. PT. Inti Ozzigeno Nara Solusi is an advertising agency in Indonesia that implements integrated marketing communication to reach client’s objective. PT. Inti Ozzigeno Nara Solusi has its own step of integrated marketing communication which is different compared to other advertising agencies. Symbolic interactionism takes an important role in creating the integrated marketing communication of PT. Inti Ozzigeno Nara Solusi. The research uses qualitative methodology with ethnography method. The data is obtained from participant observation, in depth interview with the team, and document analysis. The results concluded that PT. Inti Ozzigeno Nara Solusi has nine steps in the integrated marketing communication planning process that includes the following steps: OZIM, Brand and Competitor Analysis, Target Audience Research, to find ‘Benang Merah’ of client, Set Umbrella Communication, Set the integrated marketing communication strategy, Pitching with Client, Execute the Integrated Marketing Communication, and Monitoring. Symbolic interactions are found during the integrated marketing process such as rules, language of use, up to the company expectations. Kegiatan komunikasi pemasaran terpadu dilakukan untuk meningkatkan penjualan dan memperkenalkan sebuah merek kepada masyarakat dengan cara menetapkan cara terefektif dan pesan yang konsisten untuk target audience yang sesuai. PT. Inti Ozzigeno Nara Solusi adalah perusahaan periklanan di Indonesia yang menerapkan komunikasi pemasaran terpadu untuk memenuhi objektif klien. PT. Inti Ozzigeno Nara Solusi memiliki cara tersendiri dalam pembentukan perencanaan komunikasi pemasaran yang berbeda dengan perusahaan periklanan lainnya. Interaksi simbolik berperan penting dalam perencanaan komunikasi pemasaran PT. Inti Ozzigeno Nara Solusi. Penelitian ini menggunakan metodologi kualitatif dengan metode etnografi. Pengumpulan data dilakukan dengan observasi partisipan, wawancara mendalam dengan tim PT. Inti Ozzigeno Nara Solusi, dan analisis dokumen. Kesimpulan dari penelitian ini yaitu terdapat 9 tahapan perencanaan komunikasi pemasaran terpadu yang terdiri dari OZIM, Analisis Merek dan Kompetitor, Riset Target Audience, Menemukan ‘Benang Merah’ dengan klien, Menetapkan Umbrella Communication, Menetapkan Strategi Komunikasi Iklan, Pitching dengan Klien, Eksekusi Strategi Komunikasi Pemasaran Terpadu, dan Monitoring. Pada tahapan tersebut terjadi interaksi yang mengandung simbol-simbol seperti peraturan, penggunaan bahasa, hingga harapan para tim perusahaan
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MIZINA, Olena. "CURRENT TRENDS IN THE FORMATION OF MARKETING STRATEGY OF TRADE ENTERPRISES." Herald of Khmelnytskyi National University 292, no. 2 (May 2021): 121–27. http://dx.doi.org/10.31891/2307-5740-2021-292-2-20.
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The main scientific goal of this work is to study modern trends in the formation of marketing strategies in the context of the development of e-commerce and Internet communications and to determine the key determinants of this process. Consideration of the theoretical foundations of the formation of marketing strategies in the aspect of modernity has shown that there are new requirements for the formation of enterprise strategies, including functional ones. The approach in which strategic marketing planning is limited to defining a future-oriented overall direction of operations is changing. The emphasis is shifting towards the formation of an efficient market-oriented system with an appropriate allocation of the firm’s resources. The marketing strategy should contain a set of measures to strengthen the competitive position in the target market, and today’s reality is such that it is almost impossible without promoting the company on the Internet. Moreover, today the issue of transition to integrated marketing communications is relevant, and the complex of Internet communications is precisely those new modern tools that can complement and strengthen the classic set of five basic tools (advertising, sales promotion, etc.). A study was conducted on the possibilities and feasibility of using Internet tools and relevant information and communication technologies in the field of market research, product promotion, and effective use of resources. On the example of one of the most competitive niches in the field of e-commerce (sales of electronics and household appliances), a study of key trends in online sales of Ukrainian online stores was carried out, directions for developing an online promotion strategy were determined, based on the goals and restrictions of the market. From a modern point of view, the individual elements of the marketing complex, their semantic content are considered, an assessment of the strengths and weaknesses of various Internet communication channels is presented, which makes it possible to design their growth zones within the framework of solving problems and achieving the goals of specific market entities.
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Isharyadi, Isharyadi, Firman Kurniawan, Irwansyah Irwansyah, and Poppy Ruliana. "INTEGRATED MARKETING COMMUNICATION SEKOLAH TINGGI DESAIN INTERSTUDI SEBAGAI STRATEGI KELUAR DARI KRISIS." Communicare : Journal of Communication Studies 6, no. 1 (August 6, 2019): 23. http://dx.doi.org/10.37535/101006120192.
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This study aims to find out how Integrated Marketing Communication (IMC) is a strategy out of crisis? The analysis of this study focuses on how Integrated Marketing Communication becomes a strategy out of crisis, using planning-planning, organizing, activating, and monitoring methods that are carried out to determine and achieve targets According to George R. Terry (Terry, 1957). Through case studies and data collection techniques in the form of interviews, it is known that IMC can overcome and even exclude organizations from crises, besides being able to improve the image also has an impact on increasing student acceptance. The conclusion of this study shows that the existence of IMC activities carried out separately, although it does not have an impact on new student admissions, this strategy is able to make STDI out of crisis, IMC strategies can be a different approach for crisis-affected organizations, improving the image positive and increase public trust.
Keywords: Crisis; Integrated Marketing Communication
ABSTRAK
Penelitian ini bertujuan untuk mengetahui Bagaimana Komunikasi Pemasaran Terpadu (IMC) sebagai strategi keluar dari krisis ?Analisa penelitian ini berfokus pada bagaimana IMC menjadi strategi keluar dari krisis, menggunakan metode perencanaan-perencanaan, pengorganisasian, penggiatan, dan pengawasan yang dilakukan untuk menentukan serta mencapai sasaran-sasaranMenurut George R.Terry (Terry, 1957). Melalui studi kasus dan teknik pengumpulan data berupa wawancara, diketahui bahwa IMCdapat mengatasi bahkan mengeluarkan organisasi dari krisis, selain dapat meningkatan citra juga berdampak pada meningkatnya penerimaan mahasiswa. Kesimpulan dari penelitian ini menunjukan adanya kegiatan IMC yang dilakukan secara terpisah pisah, meskipun tidak berdampak pada penerimaan mahasiswa baru dirasakan strategi ini mampu membuat STDI keluar dari krisis, strategi IMC mampu menjadi pendekatan yang berbeda bagi organisasi yang terkena krisis, memperbaiki citra positif dan meningkatkan kepercayaan masyarakat.
Kata kunci: krisis; komunikasi pemasaran terpadu
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Stanaland, Andrea J. S., Amanda E. Helm, and Lance Kinney. "Bridging the Gap in IMC Education: Where is the Academy Falling Short?" Journal of Advertising Education 13, no. 1 (May 2009): 73–81. http://dx.doi.org/10.1177/109804820901300111.
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Integrated marketing communications isn't new, but it's gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of taking a holistic approach to engaging consumers… For too long, marketing functions have been vertically organized by media type. This siloed approach is mirrored on the agency side, with rewards based on discipline-specific P&L models. These silos must be torn down…The client-side strategic integrator must involve and lead a team of colleagues who have the responsibility, vision, understanding and commitment to engage in a media-agnostic planning process. And this team of enlightened marketers must be willing to let strategic goals-not historic patterns- drive budget allocations. –Bob Liodice, Advertising Age, June 9, 2008
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Rosyiidiani, Thalitha Sacharissa, and Aurelia Syafira Widya. "Branding Coffe Shop With Islamic Values As Marketing Communication Strategy Across Social Media Platform." Journal Research of Social, Science, Economics, and Management 1, no. 2 (September 28, 2021): 182–88. http://dx.doi.org/10.36418/jrssem.v1i2.8.
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Business in the food and beverage industry in Indonesia is growing every year. The sector also makes a significant contribution so that it can increase economic growth in Indonesia. Apart from cafes, coffee shops are one of the most desirable parts of the culinary industry today. Very significant business development is currently happening in the coffee shop industry, which appears in big cities. Al'Cal Coffee is a business engaged in the F&B industry, especially coffee shops. Al'Cal is an Islamic coffee shop founded in 2018 and successfully opened a second branch in Serpong in September 2020. In running its business, each coffee shop must have different marketing communication strategies and activities. This study aims to identify the marketing communication activities carried out by Al'Cal Coffee on Instagram, how Al'Cal Coffee implements the integrated marketing communication strategy, and the Islamic elements contained in Al'Cal Coffee's marketing communication strategy Instagram. This study uses a qualitative descriptive method with primary data from interviews, observations, and documentation. The study results illustrate that there is a match and relationship between the theory of Integrated Marketing Communication Strategy with those in the field. The strategy is carried out starting from the planning, implementation, and evaluation stages.
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Morales-Alzate, Luis Fernando, Clara Solano-Vanegas, Angela Carrillo-Ramos, Jairo Montoya-Torres, Ramon Fabregat, and Jaime A. Pavlich-Mariscal. "Accomm: adaptive system for supply network operational planning." International Journal of Web Information Systems 14, no. 1 (April 16, 2018): 78–106. http://dx.doi.org/10.1108/ijwis-02-2017-0010.
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Purpose This paper aims to present Accomm a software implementation of Ágora-SN, a supply network (SN) customer-oriented model integrated with an Adaptation Model. Accomm serves two purposes: as an experimental validation tool to measure the impact of Adaptation on an agribusiness SN model and as a logistic and marketing operations planning assistant. Design/methodology/approach The design of Accomm is based on the results of the Ágora-SN model that comprises the following tasks: to characterize the SN actors’ processes ( composed of multiple first-tier suppliers, a focal company and multiple first-tier customers), identifying the ones oriented to the customer; to integrate these processes into a SN model which incorporates a supplier cooperation model; and to provide an adaptation model that implements a customer profile and a context profile to improve order fulfillment. Findings To validate the Ágora-SN model, a prototype Accomm was created referred to a real Colombian agribusiness sector company, specifically in the floriculture sector. This prototype was validated through two methods: a usability scale and a set of scenarios that compared the application’s behavior with and without adaptation and cooperation. The application provides a better response to demand when both adaptation and cooperation are enabled. Research limitations/implications This work was tested in an academic environment and was validated by different experts. Further tests in operational real-life environments are required to fully validate the approach. Originality/value The main contribution of this work is the integration of Adaptation into a SN model as a way to center the SN toward the customer. As an additional contribution, the validation tool Accomm is conceived as an operational planning tool for agribusiness SN.
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Grounds, John. "Media neutral planning and evaluation: the chicken and egg of integrated communication." International Journal of Nonprofit and Voluntary Sector Marketing 8, no. 3 (August 2003): 202–6. http://dx.doi.org/10.1002/nvsm.212.
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Chance, Ikyu Edbert, Retno Dewanti, and Tjia Fie Tjoe. "VOLUNTEER USED WATCHES TO SYNCHRONIZE MOVEMENTS THE INTEGRATED MARKETING COMMUNICATION ON FINANCIAL TECHNOLOGY SOFWAR." ICCD 2, no. 1 (November 27, 2019): 48–54. http://dx.doi.org/10.33068/iccd.vol2.iss1.206.
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The development of technology now being able to change the way work from manual to digital based makes all work easier. Jojonomic is a company of financial technology software as a service company that makes a technology-based company solution platform. The purpose of this final project is to help Jojonomic solve the problems that are being faced, namely not achieving KPI (key performance indicators) that have been determined by the company. This problem can be solved by evaluating and planning the integrated marketing communication program that is right for the company using the 360-degree communication strategy. Using 360-degree communication is able to create programs such as Billboard #PAKEJOJOAJA, Event #PAKEJOJOAJA, Webinar, Event Sponsorship & Speaker Keywords
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Naik, Prasad A., and Kalyan Raman. "Understanding the Impact of Synergy in Multimedia Communications." Journal of Marketing Research 40, no. 4 (November 2003): 375–88. http://dx.doi.org/10.1509/jmkr.40.4.375.19385.
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Many advertisers adopt the integrated marketing communications perspective that emphasizes the importance of synergy in planning multimedia activities. However, the role of synergy in multimedia communications is not well understood. Thus, the authors investigate the theoretical and empirical effects of synergy by extending a commonly used dynamic advertising model to multimedia environments. They illustrate how advertisers can estimate and infer the effectiveness of and synergy among multimedia communications by applying Kalman filtering methodology. Using market data on Dockers brand advertising, the authors first calibrate the extended model to establish the presence of synergy between television and print advertisements in consumer markets. Second, they derive theoretical propositions to understand the impact of synergy on media budget, media mix, and advertising carryover. One of the propositions reveals that as synergy increases, advertisers should not only increase the media budget but also allocate more funds to the less effective activity. The authors also discuss the implications for advertising overspending. Finally, the authors generalize the model to include multiple media, differential carryover, and asymmetrical synergy, and they identify topics for further research.
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Vel, Prakash. "TMH – pitching for WOMAD 2010." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–4. http://dx.doi.org/10.1108/20450621111110375.
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Subject area Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance. Study level/applicability Undergraduate and postgraduate marketing. Case overview The choice of a well-planned IMC strategy becomes crucial for the successful launch of an event. This is a case study on how a brand management consultancy house, TMH, used IMC to launch a world music festival event in Abu Dhabi, United Arab Emirates, in 2009, registering a visitorship of five times their target, 89 percent satisfaction and a staggering 99 percent of the visitors planning to visit the festival also in 2010. Expected learning outcomes This case can be used to teach IMC, marketing communication strategy, media strategy and scheduling and budgeting. Supplementary materials A teaching note is available on request.
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Respati, Wira. "Analisis Strategi Komunikasi Pemasaran Terpadu dalam Meningkatan Partisipasi Pemilih pada Pemilu 2014." Humaniora 6, no. 1 (January 30, 2015): 29. http://dx.doi.org/10.21512/humaniora.v6i1.3295.
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As the institution in charge of election administration, Election Commission of Republic of Indonesia or Komisi Pemilihan Umum (KPU) has consistently conducted campaign to increase number of voters who will participate in election. As a matter of fact, result of previous elections showed how the level of participation has been decreased. Lack of political awareness, level of knowledge upon the importance of election as well as skepticism on government and representatives’ performance were believed to be the trigger. Hence, it is important for KPU to enhance effective marketing communication program, ranging from the stages of planning, implementation and evaluation to promote public awareness to participate in the election. Therefore, this study aims to find how the principles of social marketing are actually implemented in designing communication program to increase voter awareness upon the importance of 2014 election. This study used qualitative method. Data were gathered from interview with related parties and literature study. Research found that the principles of social marketing to build awareness of voters basically have already been integrated in the programs of KPU toward the entire group of voters. In addition, KPU is quite aware of the importance of synergy between the programs of their communications both above the line and below the line. On April 9th legislative election, level of participation were increasing, reached 75.11%, up from 71% in the previous 2009 election. However, the level of participation of the July 9th presidential election dropped to 70% compared to the previous election in 2009, 72%. The result of these two elections should be considered as another challenge to KPU in improving their marketing communication strategy in the future.
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Shymko, O. V. "Omnichannelty as a Marketing Instrument to Ensure the Competitiveness of Trading Enterprises." Business Inform 1, no. 528 (2022): 462–68. http://dx.doi.org/10.32983/2222-4459-2022-1-462-468.
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The article is concerned with studying the peculiarities of omnichannelty as a specific marketing strategy that allows to form the resource, technological, innovative, partnership, competitive advantages and take a stable competitive position in the market and, as the experience of developed countries shows, is a real mechanism for the successful development of trading enterprises in the context of digitalization of the economy, changes in consumer behavior and growing uncertainty of the external environment. The economic essence of omnichannelty as an integrated system of sales channels is disclosed. The author systematizes and expands approaches to its interpretation as one of the tools for managing the trade process, sales model, marketing sales strategy, means of integrated communication, directly integrated marketing, marketing instrument for ensuring competitive advantages. The main trends, problems and prospects for the development of omnichannel trade in the consumer market are considered. The concept of mono-, multi- and omnichannel trade is examined, attention is focused on their differences. The factors contributing to the development of omnichannel sales in retail trade are identified. The advantages and risks of implementation of the omnichannel strategy in the activities of domestic trading enterprises are determined. The main directions of transformation of business processes of retail companies and the business model of offline stores under the conditions of introduction of instant marketing are characterized. Prospects for further research are determined as follows: study of the mechanism and instruments for the formation of information-communication support for the process of managing the omnichannel sales in order to provide feedback in the planning, control and adjustment processes.
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Terziev, Venelin, and Ekaterina Arabska. "Opportunities of Establishment of Destination Management and Marketing Organizations in Bulgaria." Journal of Economic Development, Environment and People 4, no. 2 (June 24, 2015): 49. http://dx.doi.org/10.26458/jedep.v4i2.110.
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The paper examines tourism sector development in the Republic of Bulgaria in the context of the country’s strategic priorities till 2020 of knowledge-based economy, sustainable growth and smart specialization, the opportunities for its integration with agri-food sector and potential contribution to balanced rural development. The principles and roles of destination management and marketing organizations are discussed and the opportunities for their application in the national conditions are explored. A framework for of establishment, management and functioning of such organizations is proposed based on integrated and participatory approaches, planning, coordination and communication activities, permanent monitoring and controlling.
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Wanchai, Paweena. "An Integrated Approach to Performance Evaluation of Enterprise Resource Planning (ERP) System Implementation." Journal of Electronic Commerce in Organizations 17, no. 3 (July 2019): 1–15. http://dx.doi.org/10.4018/jeco.2019070101.
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In spite of the immense expenses related with enterprise resource planning (ERP) systems execution and use, its effect on organizational performance stays vague. The goal of this study was to empirically examine the impact of ERP implementation and use on the long-term performance of organizations. This research leverages three fundamental specifications for the examination of impacts as follows: performance ratios (ROA, ROE, ROI, ROS), labor productivity (production function), and stock market valuation (Tobin's Q). This research used a total of six years of financial data from 47 organizations in Thailand that implement and use ERP system. The findings reveal that a post-adoption period of more than four years may be needed in order to observe a significant impact from ERP investments on organizational performance.
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FEDORENKO, Mykola. "IMPROVEMENT OF MARKETING AND LOGISTICS MANAGEMENT PROCESSES TAKING INTO ACCOUNT CURRENT TRENDS IN MARKET DEVELOPMENT." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (December 2021): 124–29. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-20.
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The article investigates and considers options for the organization of marketing and logistics activities at the enterprise and developed a mechanism for managing marketing and logistics activities of the enterprise in order to implement them in the enterprise. With the help of theoretical analysis of marketing and logistics management processes and analysis of models, methods and mechanisms of marketing and logistics system of the enterprise considered the essence, purpose, content, objectives, basic principles and laws of reproduction of marketing and logistics activities in changing market conditions. the relationship of marketing and logistics at all levels of marketing and logistics strategy of the enterprise. Under the influence of marketing is the modification of the tasks of internal management and internal corporate planning of logistics activities of the enterprise. Reducing the costs of marketing and logistics strategy is one of the most affordable reserves to increase the competitiveness of the enterprise. The article examines a number of problems related to improving the management of marketing and logistics activities of the enterprise and developing an effective mechanism for its operation, adequate to the processes taking place in the market, taking into account strategic, tactical and technological aspects. Because, as utility analysis shows, a product or service provides satisfaction to the consumer only if it is available there and when the need arises, to achieve such satisfaction, integrated efforts are needed, both internal and external (with suppliers and end users). With this in mind, we need to work on understanding the importance of relations, intensifying communications between all participants in the marketing and logistics process and on the formation of information links.
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Damayanti, Annisa, and Abdul Rasyid. "Marketing Communication Strategy of Pandayangan Tourism Ulumahuam Village in Labuhan Batu Selatan Regency in Improving Tourism Visit." Daengku: Journal of Humanities and Social Sciences Innovation 2, no. 4 (August 3, 2022): 420–26. http://dx.doi.org/10.35877/454ri.daengku1052.
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Pandayangan Tourism is a natural tourist destination with a flowing river and beautiful natural surroundings, and it works in collaboration with the Labusel children's community. The study's goal was to identify and analyze Pandayangan tourism through the use of a Marketing Communication Strategy to Increase Tourist Visits. This study employs a descriptive qualitative approach, with data gathered through interviews with tourism managers, observations, and literature searches. Integrated Marketing Communication is the theory employed (IMC). Based on the data analysis, it was determined that Pandayangan Tourism had implemented a marketing strategy during the promotion stage, which was accomplished by using mass selling and public relations methods, understanding the benefits and drawbacks of tourism products, and carrying out marketing objectives that emphasized increasing sales in order to increase visitors. Pandayangan tourism's marketing strategy activities include providing the best facilities for the convenience of visitors. Promotional activities, understanding the benefits and drawbacks of tourism products, and achieving marketing objectives are all concluded to always obtain and produce an increase in visitors.
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KRFSNIAK, Olena, and Sergey AMONS. "CONCEPTUAL APPROACHES TO THE FORMATION OF THE MARKETING STRATEGY OF THE BEAUTY SUGAR COMPANY ENTERPRISES." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 9 (49) (September 25, 2019): 60–69. http://dx.doi.org/10.37128/2411-4413-2019-9-7.
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The conceptual bases of development and realization of marketing strategy of enterprises of beet sugar subcomplex are considered in the article; stages of strategy formation are characterized; the complex of economic and organizational problems of realization of strategic marketing approach in the market of agricultural products is revealed. It is established that the domestic sugar processing industry remains one of the strategically important directions of the agroindustrial complex and today it preserves the prospects of stabilization despite certain problematic aspects in the development of the enterprises of the sugar processing industry as a whole. The basic aspects of forming of marketing strategy of processing enterprises are presented; describes the relationship between the phases of food marketing development and the level of application of the food marketing strategy. Based on this research, a set of conceptual approaches of the enterprise marketing strategy was developed, the application of which should contribute to providing a systematic approach to its planning, implementation and control. The results of the conducted research show that the commodity policy of the sugar beet subcomplex enterprises of Ukraine should be focused on continuous improvement of the quality of production - as one of the priority areas of activity of the sugar plant, which provides its competitive advantages in the agricultural market. The assortment component implies the integrated application of diversification of commodity production by improving the existing assortment and processing of by-products. On the basis of the analysis of the works devoted to the peculiarities of forming the marketing strategy of the processing enterprise, the authors propose their own integrated model of marketing strategy of the sugar beet subcomplex enterprises, which combines commodity, price, communication and organizational policy.
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Nadanyiova, Margareta, Lubica Gajanova, and Jana Majerova. "Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification." Sustainability 12, no. 17 (August 31, 2020): 7118. http://dx.doi.org/10.3390/su12177118.
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Green marketing is focused on a responsible approach to the environment, which is integrated into various areas of society. In order to build a successful and socially responsible brand, it strives to apply environmental principles that attract new customers or strengthen the loyalty of existing ones. To ensure success, it is necessary to focus on green marketing as a part of socially responsible brands’ communication to individual target groups, which can be divided according to the age of the consumer generations, which have similar requirements for product characteristics. The main aim of the paper is to determine the differences between generational cohorts of Slovak consumers in perception of green marketing as part of socially responsible brands’ communication. The most important sources for secondary data were scientific research, statistical databases, and published professional publications. In order to find out the perception of green marketing as a part of socially responsible brands’ communication from the aspect of generational stratification, a questionnaire survey was conducted among Slovak consumers. Based on the analysis and results of the questionnaire survey, benefits of green marketing as part of socially responsible brands’ communication focused on individual consumers’ generations are highlighted, such as gaining competitive advantage, increasing the brand value, improving brand loyalty, and increasing the attractiveness for investors.
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Trim, Peter R. J., and Yang-Im Lee. "How B2B marketers interact with customers and develop knowledge to produce a co-owned marketing strategy." Journal of Business & Industrial Marketing 36, no. 10 (October 2, 2021): 1943–55. http://dx.doi.org/10.1108/jbim-12-2019-0544.
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Purpose This paper aims to explore how senior business to business (B2B) marketing managers within a collectivist culture, contribute to knowledge development by interacting with staff in customer organizations to produce a co-owned marketing strategy. Design/methodology/approach A qualitative research strategy incorporating an open-ended questionnaire was used to collect data from 15 senior B2B marketing managers in three Korean companies that deployed the customer-centred approach. The grounded theory technique (Strauss and Corbin, 1998) and the mind map method (Burgess-Allen and Owen-Smith, 2010) were used to show how senior Korean marketing managers’ thoughts are processed and knowledge transfer occurs. Findings The findings show that a governance mechanism is instrumental in guiding interactive communication that results in knowledge being used that benefits the members of a partnership arrangement. The knowledge development process is enhanced by mutual trust and emotional bonds that are established through socialization. Cyclical interaction through socialization and frequent (in)formal meetings facilitates the process of turning explicit knowledge into tacit knowledge and vice versa, and encourages new knowledge to be developed. Socialization also helps to reduce learning myopia and contributes to the innovatory processes that result in customer needs being met. Originality/value The paper provides insights into the importance of boundary setting that facilitates cooperative marketing action, which results in a B2B integrated marketing intelligence and planning process.
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Jalilian, Negar, Seyed Mahmoud Zanjirchi, Alireza Naser Sadrabadi, Ahmadreza Asgharpourmasouleh, and Mark Goh. "Agent-Based Approach to Configure Processes in Iran’s Banking Service Supply Chain." Sustainability 13, no. 14 (July 6, 2021): 7566. http://dx.doi.org/10.3390/su13147566.
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Improving the service processes of banks requires updating and optimizing banking supply chain processes as well as understanding the interaction between the constituent elements of each process. This paper applies agent-based modeling to configure selected processes of Tejarat Bank’s service supply chain, a large bank in Iran. Tejarat’s banking process system is presented and the most effective processes of the banking supply chain are identified. The interactions between the processes are examined and the research model is presented. We execute the agent-based modeling in a simulated environment. The simulation results are analyzed using Taguchi’s experimental method. Selected combinations of the elements of the integrated marketing communications program are presented to reduce the liquidity risk of Tejarat Bank.
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Butkouskaya, Vera, Joan Llonch-Andreu, and María-del-Carmen Alarcón-del-Amo. "Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context." Sustainability 12, no. 17 (September 2, 2020): 7159. http://dx.doi.org/10.3390/su12177159.
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Expanding and maintaining the number of Small and Medium-sized Enterprises (SMEs) is directly related to sustainable economic, social, and individual development. However, SMEs are vulnerable to competition. Thus, this study focusses on the analysis of entrepreneurial orientation (EO) as an antecedent of integrated marketing communications’ (IMC) successful implementation directed at improving SMEs’ performance, with additional focus on the institutional inter-country context. Considering the role of owner-managers in SMEs, analysis of the gender gap is also applied. The data from 315 managers’ surveys (in Spain and Belarus) is analyzed using Structural Equation Modelling (SEM). The results show a positive relationship between EO, IMC, and performance among SMEs in both markets. However, these connections are significantly stronger in the case of male, rather than female managers in a developed market (Spain). There is no gender gap in an emerging market (Belarus). Moreover, and conversely, in a developing market, the EO-IMC-performance relations are more intensive when the manager is female. Further implementations are provided for practitioners and government organizations with a focus on the gender gap and inter-country differences.
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Febricha, Angelia, and Muhammad Adi Pribadi. "Proses Interaksi Simbolik dalam Pembentukan PProses Interaksi Simbolik Perencanaan Komunikasi Pemasaran (Studi Kasus pada Instagram @Appetonindonesia)." Prologia 4, no. 2 (October 1, 2020): 272. http://dx.doi.org/10.24912/pr.v4i2.6503.
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Product marketing activities can be carried out using Integrated Marketing Communication. With marketing communication, the company can inform the product to be marketed to the target market more broadly. This study examines the role of symbolic interactions in the marketing planning of the Appeton brand in marketing its products. This research uses a qualitative approach through the case study method. Data collection was done by in-depth interviews, observations, and records of PT. Biomed. The conclusion of this research is marketing communication planning on Instagram @appetonindonesia can be translated into several stages, namely analyzing the situation, strategy, implementation, and evaluation. Situation analysis is that there are generalized others, where there are rules to make advertisements in accordance with Indonesian customs or culture. The implementation phase has a pygmalion effect. The strategic stage is the Pygmalion effect. Where social media specialists must meet the desires of business managers in making promotional advertisements. At the implementation stage there is the application of generalized others as rules agreed upon together in the publication. The rule is to upload promotional material as much as 10x in one week. Evaluation is done by using special symbols that are mutually understood, such as engagement rate, impression.Kegiatan memasarkan produk dapat dilakukan menggunakan Komunikasi Pemasaran Terpadu. Dengan komunikasi pemasaran, perusahaan dapat menginformasikan mengenai produk yang hendak dipasarkan kepada target pasar secara lebih luas. Penelitian ini meneliti peran interaksi simbolik dalam perencanaan komunikasi pemasaran merek Appeton dalam memasarkan produk-produknya. Penelitian ini menggunakan pendekatan kualitatif melalui metode studi kasus. Pengumpulan data dilakukan dengan wawancara mendalam, observasi, dan rekaman arsip PT. Biomed. Kesimpulan dari penelitian ini adalah perencanaan komunikasi pemasaran atas instagram @appetonindonesia dapat dijabarkan menjadi beberapa tahap, yaitu menganalisis situasi, strategi, implementasi, dan evaluasi. Analisis situasi ada terdapat generalized others, dimana adanya aturan membuat iklan yang sesuai dengan kebiasaan atau budaya Indonesia. Tahap implementasi terdapat efek pygmalion. Tahap srategi terdapat efek Pygmalion. Dimana sosial media spesialis harus memenuhi keinginan business manager dalam pembuatan iklan promosi. Pada tahap implementasi ada penerapan wujud generalized others sebagai aturan yang telah disepakati bersama dalam publikasi. Aturannya adalah mengunggah materi promosi sebanyak 10x dalam satu minggu.Evaluasi dilakukan dengan menggunakan simbol khusus yang saling dimengerti, seperti engagement rate, impression.
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Parsons, Patricia J. "Integrating ethics with strategy: analyzing disease‐branding." Corporate Communications: An International Journal 12, no. 3 (August 14, 2007): 267–79. http://dx.doi.org/10.1108/13563280710776860.
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PurposeThe purpose of this paper is to analyze the ethics of a specific communication strategy to support the contention that ethics needs to be an integrated operational consideration in the corporate communication planning process rather than an afterthought.Design/methodology/approachUsing the marketing communication strategy referred to as disease branding as a case‐in‐point, the “Five Pillars of Ethics for Public Communication” provide a framework for analysis of the need for making ethics an operational consideration in planning.FindingsCommunication strategies attempted by organizations today are subject to public criticism. Disease branding, a prime example, is paradoxically a “non‐branded” approach to marketing pharmaceuticals directly to consumers. Pejoratively referred to as disease‐mongering, this promotion of diseases rather than drugs neatly side‐steps the increasing criticism and even legal obstacles that face or threaten to face direct‐to‐consumer advertising of branded, prescription drugs. It is an innovative, non‐traditional tactic that has been enormously successful in widening markets for specific drug preparations. Application of the “Five Pillars” for ethical analysis finds that this strategy fails to meet the acceptable ethical standard in four out of five.Research limitations/implicationsThis study is limited to the application of one approach to ethical evaluation, although it is one that encompasses a number of widely accepted standards for practice.Practical implicationsAn ethical analysis using the “Five Pillars” can be implemented by any corporate communication professional as a litmus test for determining the ethics of strategies under development during the operational planning process.Originality/valueThis paper fills a gap in the information available to corporate communication professionals about how to operationalize ethics.