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Journal articles on the topic 'Marketing communications'
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Schafer, Peter. "Interactive Marketing." Communicare: Journal for Communication Studies in Africa 10, no. 1 (November 10, 2022): 5–30. http://dx.doi.org/10.36615/jcsa.v10i1.2030.
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Increasing competition, declines in consumer demand and consumers that are more strategic than ever before have led to saturation and stagnation in a number of well-developed markets. Corporations have begun to realise that constructive forms of marketing communication in such markets imply that all business efforts need to be directed at relationship-building with consumers, Le. all communication instruments, including advertising, personal selling, sales promotion and corporate identity as well as conventional direct and database communication need to draw on personalised and targeted methods and media if marketing is to remain cost-effective. Technological developments in interactive communication, telecommunication and digital marketing make this possible. Far more than mere communication tools, interactive media have become powerful business instruments. The article examines the nature of interactive communications and media and their integration and implementation in the marketing communications mix. The long-term implementation of interactive communications in corporations requires a marketing communications specialist that operates more interdisciplinary than ever before: he needs to assume the role of a "marketing communications engineer" beyond the mere technical sense of the term, something that raises a number of implications for the communication services industry academies in communication and marketing communication practitioners.
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Kumar, Namita N. "Vodafone marketing communications." Emerald Emerging Markets Case Studies 2, no. 8 (October 17, 2012): 1–8. http://dx.doi.org/10.1108/20450621211304298.
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Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.
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Miller, Jessica. "Marketing Communications." Cornell Hotel and Restaurant Administration Quarterly 34, no. 5 (October 1993): 48–53. http://dx.doi.org/10.1177/001088049303400510.
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Miller, J. "Marketing communications." Cornell Hotel and Restaurant Administration Quarterly 34, no. 5 (October 1993): 48–53. http://dx.doi.org/10.1016/0010-8804(93)90063-o.
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Chaniago, Erdi Adrimurlan, and Nafiah Ariyani. "Marketing Management's View of Integrated Marketing Communications." Journal of Social Research 2, no. 2 (January 18, 2023): 589–95. http://dx.doi.org/10.55324/josr.v2i2.668.
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In running a business, it is inseparable from marketing activities, no matter how good the value of the product sold without being balanced with the right marketing, it will not get optimal sales. Today's business activities place marketing as an important part of increasing sales turnover in a business organization. Integrated marketing communications are a part of marketing that plays an important role in increasing sales. However, not all business actors have implemented integrated marketing communications effectively and efficiently. The impact of this is that the message that the seller wants to convey does not reach consumers and potential buyers. Thus resulting in the re-promotion of the product. This study uses a qualitative descriptive type of research with a case study approach to Pure Milk MSMEs with data collection sourced from interviews of MSME owners and various references with related studies to complement this research. The result of this research is the importance of the role of integrated marketing communication in Pure Milk MSMEs, what marketing communication strategies have been applied to Pure Milk MSMEs, and what efforts will be made in the application of integrated marketing communication.
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Supada, Wayan. "INTEGRASI CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS (CRME) DALAM PENERAPAN STRATEGI KOMUNIKASI PEMASARAN." Maha Widya Duta : Jurnal Penerangan Agama, Pariwisata Budaya, dan Ilmu Komunikasi 6, no. 1 (April 30, 2022): 1. http://dx.doi.org/10.55115/duta.v6i1.2030.
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The scipe of marketiing communication is devided into internal and external marketing communication. Internal marketing communication is carried out to build relationship between companies and the organizations within them, including shareholders, employess and stake holders in the company. While external marketing communications aims to build a corporate image and strong relationships between companies with other parties including consumers and the public at large. CRM is one of the strategies that can help maximize the objectives of marketing communications carried out by companies relating to products and services. The integration of the CRME model allows companies to manage relationships with customers so that an effective relationship management focus is achieved based on mapping of elements of IT, relationship marketing dan organizational climate.
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Zimand Sheiner, Dorit, and Tamar Lahav. "Managing marketing communications." Qualitative Market Research: An International Journal 23, no. 3 (January 13, 2020): 363–79. http://dx.doi.org/10.1108/qmr-12-2017-0177.
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Purpose This study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more concerned with brand communications than product-related issues, price or distribution. A research framework from the perspective of consumer-initiated touch-point communication model is proposed. Design/methodology/approach Two case studies of Israeli TV ads are examined. Discourse between customers and brands on the Facebook pages of the latter are analyzed. Research was conducted in three phases: data collection, quantitative content analysis and thematic analysis. Findings It was demonstrated that customers use Facebook as a discourse platform for TV commercial brand advertising. However, brands are not always prepared to engage in online CIC involving advertising issues. The reply rate is moderate and the reply manner is not consistent, tending to be characterized as “official and dismissive.” Research limitations/implications Data collection used a sample of two case studies. However, they generated rich findings, enough to support the purpose of the study. Originality/value This paper expands the contemporary CIC point of view and adds an integrated marketing communications (IMC) perspective. It extends the perception of CIC from product-level customer service to brand-level discourse. Finally, it fills the research gap by using a research tool based on consumer-initiated touch-point communication model. Theoretical and practical implications are presented.
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Schultz, Don E. "Integrated Marketing Communications." Journal of Promotion Management 1, no. 1 (February 12, 1992): 99–104. http://dx.doi.org/10.1300/j057v01n01_07.
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Samu, Sridhar, and Walter Wymer. "Cause marketing communications." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1333–53. http://dx.doi.org/10.1108/ejm-04-2012-0226.
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Purpose – This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects of attributions of partner motives in cause marketing advertisements. Design/methodology/approach – Two experiments, one with students and the second with a more representative sample of the population were used to investigate the effects. ANOVA and structural equation modeling were used to test the relationships. Findings – Fit and salience were found to be key moderators on the effect of type of message on consumer responses. While brands can use a buy message when they are salient, this benefits them only when fit is high. For informational messages, cause salience leads to positive outcomes, especially when fit is low. Further, consumer attributions of partner motives mediate responses to the advertisement. Research limitations/implications – Type of message is an important variable that needs to be selected with care. However, the moderating effects of fit and salience and the mediating effects of consumer attributions of partner motives may be able to overcome type of message. Practical implications – Initial partner selection is critical for the brand. A second key factor is inferences due to the specific message, fit and salience. Nonprofit firms have less to worry about fit compared to brands as attitude and behavioral intentions are high under both fit conditions. Social implications – Cause marketing can be used successfully to benefit both brand and cause simultaneously. Originality/value – This study examines the effects for both brands and causes and suggests ways in which both can benefit, leading to a win–win situation. This is an important contribution to the cause marketing field.
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Ashford, Ruth. "Simply Marketing Communications." Marketing Review 10, no. 2 (May 24, 2010): 203–4. http://dx.doi.org/10.1362/146934710x505780.
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Navarro, Angeles, Maria Sicilia, and Elena Delgado‐Ballester. "Integrated marketing communications." EuroMed Journal of Business 4, no. 3 (September 18, 2009): 223–36. http://dx.doi.org/10.1108/14502190910992666.
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McMahan, Carolynn, Roxanne Hovland, and Sally McMillan. "Online Marketing Communications." Journal of Interactive Advertising 10, no. 1 (September 2009): 61–76. http://dx.doi.org/10.1080/15252019.2009.10722163.
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Kitchen, Philip J. "Marketing Communications Renaissance." International Journal of Advertising 12, no. 4 (January 1993): 367–86. http://dx.doi.org/10.1080/02650487.1993.11104551.
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Dahl, Stephan, Lynne Eagle, and David Low. "Integrated marketing communications and social marketing." Journal of Social Marketing 5, no. 3 (July 13, 2015): 226–40. http://dx.doi.org/10.1108/jsocm-07-2012-0031.
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Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.
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Drozdovich, L. "THEORETICAL AND METHODOLOGICAL ASPECTS OF FORMATION OF INTEGRATED APPROACH TO THE MANAGEMENT THROUGH HOLISTIC MARKETING." Экономическая наука сегодня, no. 9 (June 27, 2019): 145–51. http://dx.doi.org/10.21122/2309-6667-2019-9-145-151.
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The article considers the main trends in the development of modern marketing. The approaches to such concepts as «holistic marketing», communications capacity, which is generated by the formation of integrated marketing communications, are defined. The article has developed proposals for the optimization of communication structure taking into account the digitalization of consumer behavior. The stages of formation of «sales funnel» based on the transformation of communicational instruments and their integration are shown in the current paper.
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Rosohata, А., V. Nesterenko, L. Khomenko, and V. Kropyva. "MARKETING COMMUNICATIONS IN THE CONTEXT OF ENTREPRENEURIAL ACTIVITY: BIBLIOMETRIC ANALYSIS." Vìsnik Sumsʹkogo deržavnogo unìversitetu 2021, no. 3 (2021): 277–82. http://dx.doi.org/10.21272/1817-9215.2021.3-32.
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Interest in marketing communication tools in business is growing every year. At the same time, unlike big companies, entrepreneurs have small financial resources to promote their business. Therefore, low-budget and highly effective marketing communication tools are used first. The work aims to systematize scientific knowledge on marketing communications in business. The objectives of the work are to understand the content and characteristics of existing research on marketing communications in SMEs and to identify areas of research in recent years. In recent years, public interest in marketing communications, including digital communications, has been gradually growing. The number of scientific publications is growing even faster. Most of the works are devoted to the following aspects: promotion in social media, digital marketing, Web 2.0, creative consumers, communication strategies, Visible light communication. The most cited article (820 citations) is devoted to Word-of-mouth as an element of marketing communications. The article on Visible light communication (2013) has the highest average level of citations. The earliest highly acclaimed article was published in 1990 and focused on Communication strategies in marketing channels. Seven clusters related to performance, model, marketing, social media, social media marketing, Word-of-mouth, behavior were identified. Also among the research areas are the following: consumers, Facebook, strategies, loyalty, attitudes, advertising, information, adaptation, trust, and others. Studies have been on SMEs, analytics, big data, population, brand trust, millennials, celebrations, crown virus, investor segment, food marketing, Instagram, services, community, firm performance, segment, website, and others. This article may be helpful to practicing marketers and researchers in the study of marketing communication tools.
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Mandal, Pratap Chandra. "Socially-Responsible Target Marketing and Marketing Communications." International Journal of Social Ecology and Sustainable Development 13, no. 1 (January 2022): 1–16. http://dx.doi.org/10.4018/ijsesd.293247.
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Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt advertising campaigns for social causes, socially responsible sales promotion, and personal selling. Companies should ensure consumer privacy, safety, and security. Various stakeholders want to be assured that businesses care about their welfare. Businesses should ensure consumer welfare and welfare of the society at large. This will allow them to achieve business excellence and stay ahead in the competition.
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Pitta, Dennis A., Margit Weisgal, and Peter Lynagh. "Integrating exhibit marketing into integrated marketing communications." Journal of Consumer Marketing 23, no. 3 (April 2006): 156–66. http://dx.doi.org/10.1108/07363760610663312.
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Staszewska, Jolanta, and Piotr Skorus. "Visual messages - the specifics of marketing communications." Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 18, no. 1 (May 30, 2017): 83–100. http://dx.doi.org/10.5604/01.3001.0010.2883.
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Skillful using of visual communication tools creates the conditions for the existence of the company on the market. This is an important element of building the competitive position and the desired market image. The main problem of the article is to show how to use visual communication by actors from the SME sector in the marketing communications context. The authors want to try to identify how to manage visual communication to an entrepreneur from the SME sector gained market effect in the form of self-satisfaction and the customer. The aim this article - how a company can use visual communication while maintaining the context of marketing communications
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Bormane, Santa. "TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 21, 2019): 84. http://dx.doi.org/10.17770/sie2019vol6.3717.
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Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions. The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value.
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Šķiltere, Daina, and Santa Bormane. "CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 25, 2018): 478. http://dx.doi.org/10.17770/sie2018vol1.3406.
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Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.
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Herman, Herman. "Marketing Communication Model in Social Network Facebook." Information Management and Business Review 7, no. 4 (August 30, 2015): 42–45. http://dx.doi.org/10.22610/imbr.v7i4.1161.
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The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds.The emergence of social networking media, such as Facebook is an opportunity for small and medium enterprises (SMEs) as a cheap marketing communication media, but not many SMEs are successfully doing marketing communications with social networking media, such failure due to a lack of knowledge in utilizing the social networking media. Indonesia have many small and medium enterprises, and most of them found difficulties in marketing communication, this study was held with purpose to examine the marketing communication activity in social networking media facebook. The study used a qualitative approach, that used interview ,observation and documentation, to assess the activity of SMEs marketing communications in facebook page, the setting of the research was the SMEs who success performed marketing communication in social networking media facebook. The results of this study resulted in a model of marketing communication through social networking media facebook page, which is useful as a guide for SMEs who will do the marketing communications.
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LABURTSEVA, Olena, and Halyna ALDANKOVA. "MARKETING COMMUNICATION SYSTEM OF RETAIL ENTERPRISES." Economy of Ukraine 2018, no. 9 (October 5, 2018): 139–52. http://dx.doi.org/10.15407/economyukr.2018.09.139.
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The actual problem of marketing communications management of Ukrainian retailers from the point of view of the system approach is considered. It is shown that the specificity of these marketing communications is determined both by the goals they are aimed at, and by means of communication. The objectives of marketing communications are: formation of the brand image of retailer, attracting consumers to visit places of sale, incentive to make a purchase, promotion of consumer satisfaction and ensuring the consumer loyalty. The main types of marketing communications are advertising, sales promotion, public relations, direct marketing, integrated marketing communications at places of sale and personal sales. Within each type, subspecies of traditional and electronic communications are singled out. A systemic approach to managing marketing communications in the modern conditions should be based on the principles of purposefulness, customer focus, specificity, integration, interactivity, individualization, optimality and social ethics. At the same time, the success of communications is determined primarily by the extent to which they are convenient and useful to consumers. To implement these principles, it is proposed to implement in the process of managing the marketing communications system of retail enterprises such specific functions as marketing researches of consumer attitudes towards communications, adjustment of communications based on research results and forecasting the communicative effects. Approbation of the proposed methodological approach is made using data of enterprises of retail trade networks, which carry out sales of household electrical goods, information and communication equipment. It has been established that trade networks are now more intensively using less important for consumers types of communications, and vice versa. Changing the structure of the marketing communications system taking into account the benefits of consumers will improve the indicators of the communicative effects of marketing communications; this will enhance the competitiveness and economic efficiency of retail businesses in Ukraine.
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Іванова, Зоя Олегівна, and Володимир Олегович Іванов. "ОСОБЛИВОСТІ МАРКЕТИНГОВОЇ КОМУНІКАЦІЙНОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА З ВИКОРИСТАННЯМ ЦИФРОВИХ ІНСТРУМЕНТІВ ТА ТЕХНОЛОГІЙ." Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 139, no. 5 (April 3, 2020): 32–39. http://dx.doi.org/10.30857/2413-0117.2019.5.3.
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The authors seek to explore the importance of implementing marketing communications in modern business settings. The article offers insights into specific features of marketing communications and their essential role in company activities, being a critical factor that impacts on company competitiveness, creating its positive image among consumers, disseminating information about company products and services, etc. The research provides interpretations of the classic concepts of "communication", "marketing communication", "digital communication" along with presenting modern digital technologies of marketing communications. Based on the analysis of scientific literature, the major benefits of digital communications have been revealed, in particular: their interactivity, personalization and measurability. Also, a comparative overview of traditional and digital marketing communications is provided. Resting upon the works of N. Illiashenko, O. Savchenko, M. Stelnzer, J. Wubben, D. Khalilov, the authors suggest the basic tools of digital communications as well as providing the main advantages and disadvantages in their application. Particular emphasis is placed on the benefits of modern digital technologies of marketing communications (3D technologies; augmented reality (AR); virtual reality (VR); QR code). To achieve the most effective results from the implementation of digital tools and technology for sales promotion, it is critical to design a clear and specific marketing communication program that will contribute to developing a detailed marketing plan and build a company strategy for the future.
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Mulder, Dalmé. "evolution of marketing communication." Communicare: Journal for Communication Studies in Africa 23, no. 1 (October 24, 2022): 220–37. http://dx.doi.org/10.36615/jcsa.v23i1.1789.
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Marketing communication is not a new phenomenon. Communication has been part ofthe marketing process for as long as people have exchanged goods. However, the adventof technology and research, among other reasons, has made the marketing communicationprocess increasingly sophisticated in recent decades and has given rise to integratedmarketing communication (IMC) and the integrated communication phenomenon.To understand this new approach to marketing communication, one has to go back tothe roots thereof and scrutinise the path of development. “Innovation begins withabandonment. It’s not what you start; it’s what you stop that counts”, says Drucker (asquoted in Schultz, Tannenbaum & Lauterborn, 1994:1). This statement underlines theimportance of knowledge about the development of marketing communication in orderto understand the importance and effective application of this new approach calledintegrated communication. In this study historical research was conducted to seek out the implications of, and/orrelationships between, approaches in marketing communication from the past and theirconnections with the present. The paper explores the different phases that occurred inthe development of marketing communication from a mass communications focus inthe 1960s to the integrated communications imperative of the present. It becameapparent that integrated communication, which envelops integrated marketingcommunication, is crucial to an organisation’s overall success.
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Gorlevskaya, Lyudmila. "Innovations in marketing communications." Drukerovskij Vestnik, no. 2 (March 2020): 81–88. http://dx.doi.org/10.17213/2312-6469-2020-2-81-88.
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Cearnal, Martin E. "Medical Marketing Communications Today." Journal of Pharmaceutical Marketing & Management 7, no. 1 (January 1992): 23–32. http://dx.doi.org/10.3109/j058v07n01_03.
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Yevseitseva, Olena, and Daria Shkut. "DIGITALIZATION OF MARKETING COMMUNICATIONS." European Journal of Economics and Management 6, no. 4 (2020): 104–8. http://dx.doi.org/10.46340/eujem.2020.6.4.14.
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Mandal, Pratap Chandra. "Socially-Responsible Marketing Communications." Journal of Media Management and Entrepreneurship 3, no. 1 (January 2021): 1–17. http://dx.doi.org/10.4018/jmme.290301.
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Companies require generating revenues and profits to sustain in the competition and to achieve business excellence. At the same time, companies should be aware about and acknowledge the responsibilities towards their target markets and the society at large. Companies do socially responsible target marketing and marketing communications to communicate about their offerings to target markets. They adopt and communicate socially responsible advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt marketing communications for social causes which include socially responsible sales promotion and personal selling. Companies should respect consumer privacy and security and ensure consumer safety. Various stakeholders want to be assured that businesses care about their welfare and are working towards ensuring it. Businesses should also ensure welfare of the society at large. This will allow them to achieve business excellence and to stay ahead in the competition.
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Wilk, Iwona. "Ecolabelling in Marketing Communications." Marketing i Zarządzanie 45 (2016): 393–401. http://dx.doi.org/10.18276/miz.2016.45-35.
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Cearnal, Martin. "Medical Marketing Communications Today." Journal of Pharmaceutical Marketing & Management 7, no. 1 (April 26, 1993): 23–32. http://dx.doi.org/10.1300/j058v07n01_03.
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Grein, Andreas F., and Stephen J. Gould. "Globally integrated marketing communications." Journal of Marketing Communications 2, no. 3 (January 1996): 141–58. http://dx.doi.org/10.1080/135272696346114.
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Janssens, Kim, Nico Nijsten, and Robrecht Van Goolen. "Spam and Marketing Communications." Procedia Economics and Finance 12 (2014): 265–72. http://dx.doi.org/10.1016/s2212-5671(14)00344-x.
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Potts, Linda, and Louis Rowitz. "Social Marketing/Health Communications." Journal of Public Health Management and Practice 2, no. 4 (1996): 73–76. http://dx.doi.org/10.1097/00124784-199623000-00019.
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TerentevA, Nataliya, and Ye PAVELCHUK. "INTEGRATED MARKETING COMMUNICATIONS AS A FACTOR OF EFFECTIVE ENTERPRISE DEVELOPMENT." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 249–53. http://dx.doi.org/10.31891/2307-5740-2021-300-6-39.
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In today’s competitive environment, companies must constantly interact with existing and potential customers. At the same time, the basic tools of marketing communications are no longer effective enough. An integrated approach to the formation of a complex of marketing communications is thus able to help companies strategically build communication with consumers. Multilateral study of the concept of integrated marketing communications and its differences from the complex of marketing communications is the basis for determining its role in the formation of communications between businesses and consumers. Modern companies are constantly trying to find new ways to communicate with consumers and improve existing ones; to convince consumers of the quality and benefits of their product. That is why marketing communications play a crucial role in creating and maintaining relationships with consumers. Increasing competition in the market increases the interest in building stable and integrated relationships. A successful combination of different marketing tools forms an integrated marketing communications as a holistic system of enterprise activities aimed at achieving maximum economic efficiency from the synthesis of various marketing tools and principles of communication process management. Integrated Marketing Communications (IMC) is a strategy that shifts the marketing department from individual functions to a single interconnected approach. IMC covers different marketing channels and combines them into one clear message.The composition of integrated marketing communications of a particular enterprise depends on its industry affiliation, innovation activity and stage of the product life cycle, so much so that the formation of integrated marketing communications of innovation-active industrial enterprises should ensure the suitability of their basic tools.
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Prisgunanto, Ilham. "IMPLEMENTASI PROMOSI BAURAN KOMUNIKASI PEMASARAN KARTU KREDIT DI INDONESIA (Studi Deskriptif Bank Mandiri, HSBC, Citibank, BCA dan BNI)." Commed : Jurnal Komunikasi dan Media 2, no. 2 (April 16, 2018): 106. http://dx.doi.org/10.33884/commed.v2i2.473.
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Credit cards are one of the most familiar payment tools for information society. They used integrated marketing communications method to get new costumers. They prepared this method to market expansion. Intergrated marketing communication depend on understanding of company about marketing of communication. This research aims to explore implementation of used integrated marketing communications. This research used theory of marketing communication, theory of integrated marketing communications, promotion and marketing plan. This reaearch method is qualitative descriptive. They collected data from staff and management of bank who produce credit card used interview method (Mandiri, HSBC, BCA, Citibank dan BNI). The result is Local Banks which produce credit card did same promotion method with the International bank method. The big issue about credit card is They must used international big brand from Citibank to arrange their system. The Marketing communication is success because of pattern of organization, cross sectoral integration in corporate. Because of that situation, its important to marketing communication at banking.
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Kim, Kihyun Hannah, and V. Kumar. "The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in Business-to-Business Markets." Journal of Marketing Research 55, no. 1 (February 2018): 48–68. http://dx.doi.org/10.1509/jmr.16.0283.
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Business-to-business firms spend significant resources in direct marketing to manage close relationships with their customers. Nevertheless, there is limited understanding of how the effectiveness of direct marketing communications varies by value propositions. Typically, direct marketing efforts are geared toward explicitly featuring economic or relational values. To implement an effective communication strategy catering to customers' preferences, firms should understand how customers consistently evaluate these organizational marketing communications, which ultimately affect their buying behaviors. Therefore, the authors analyze marketing messages and employ content analysis to capture the two distinct types of direct marketing communications. Using data from a Fortune 500 business-to-business service firm and a robust econometric model, they find that the (1) effects of economic and relational marketing communication on customer purchase behaviors interplay and vary over time, (2) latent stock of direct marketing communication affects customer purchase behaviors, and (3) evolution of customers' perceived importance can be recovered using transaction data. Overall, the authors provide a marketing resource reallocation strategy that enables marketers to customize marketing communications and improve a firm's financial performance.
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Jerman, Damjana, and Bruno Završnik. "THE MODEL OF MARKETING COMMUNICATIONS EFFECTIVENESS: EMPIRICAL EVIDENCE FROM SLOVENIAN BUSINESS-TO-BUSINESS PRACTICE." Journal of Business Economics and Management 13, no. 4 (September 17, 2012): 705–23. http://dx.doi.org/10.3846/16111699.2011.620163.
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The paper's purpose is to add to the body of knowledge on marketing communication effectiveness by developing and testing the model of marketing communication effectiveness in the business-to-business markets. Based on past research from the marketing communications and business-to-business marketing literature, the model is tested to examine the impact of antecedent variables on marketing communications effectiveness and organizational performance. Our analysis indicates that a central concept of marketing communication effectiveness is influenced by different variables. We also confirmed a positive impact of marketing communication effectiveness on organizational performance in case of Slovenian companies.
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Hänninen, Nora, and Heikki Karjaluoto. "The effect of marketing communication on business relationship loyalty." Marketing Intelligence & Planning 35, no. 4 (May 6, 2017): 458–72. http://dx.doi.org/10.1108/mip-01-2016-0006.
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Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) collected from customers of Finnish manufacturing companies operating in the paper, mineral, and metal-processing industries. Findings The effects of customer-perceived value on customer loyalty are both direct and indirect, as marketing communications partially mediate this relationship. The customer-perceived effectiveness of various marketing communication channels adds more to loyalty formation than the perceived quality of marketing communications. Practical implications Of special interest for marketing practitioners is the channel-specific approach to the effectiveness of marketing communications. Results suggest that personalized channels would be the most important mediators of the effects of perceived value on loyalty and also bring up the possibility of combining personalized direct communication with new cost-effective digital channels. Originality/value Relatively little research has examined the mediating role of marketing communications in the relationship between perceived value and loyalty in the B2B context.
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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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Pomaz, Oleksandr, Tetiana Voronko-Nevidnycha, Vladuslav Dereza, and Artem Mykhailyk. "The Peculiarities of Modern Methods of Marketing Communication Policy Application by Enterprises." Modern Economics 23, no. 1 (October 27, 2020): 169–73. http://dx.doi.org/10.31521/modecon.v23(2020)-27.
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Introduction. The article deals with current issues related to the application of modern methods of marketing communication policy at enterprises, and with the research of different scientists’ approaches in defining this concept. Results. It has been proved that modern enterprises, regardless of their field of activity, require the establishment of long-term mutually beneficial relationships with suppliers, intermediaries, partners and, most importantly, with customers, therefore there is an urgent need for effective communication policy. The problems of forming marketing communications of domestic enterprises have been highlighted. It has been determined that the effective application of the communication policy of business entities becomes more important due to the increasing level of competition, the spread of globalization processes in the modern world, the impact of the pandemic, etc. As a result, communications are becoming almost the main driver of business growth. The main tasks of the marketing communications system and their functions have been described. The relevance of both traditional and new methods of using marketing communication tools has been proved. In particular, among modern methods of marketing communication policy, which have found application in the business practices of the leading companies, are specified: Internet marketing, event marketing; holistic (comprehensive, integrated) marketing; story-telling (technology to create a story and transmit the necessary information by using it); tryvertising (the consumer can first try a product and then buy it) sensitive marketing; identification marketing (based on the features of the brand), input or involving marketing (sending out content useful to the target audience through a blog or e-mail); impact marketing, etc. The need to develop marketing communications management was noted. Conclusions. It has been substantiated that enterprises need to constantly respond to the existing customer expectations that are a dominant factor in the success of the products (works, services) sale by effectively applying the marketing communications system. Keywords: communication; marketing communication; agrarian enterprise; promotion; communication policy.
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Holm, Olof. "Communication processes in critical systems: dialogues concerning communications." Marketing Intelligence & Planning 24, no. 5 (August 2006): 493–504. http://dx.doi.org/10.1108/02634500610682881.
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Prokopenko, Olha, and Vitaliy Omelyanenko. "Marketing aspect of the innovation communications development." Innovative Marketing 14, no. 2 (August 20, 2018): 41–49. http://dx.doi.org/10.21511/im.14(2).2018.05.
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The article analyzes innovation communications (InCo) as a factor for the innovation networks development. It is shown that the necessity to use InCo practice is due to the complexity of processes in high-tech sectors and the relevance of the development of appropriate organizational and economic tools for marketing relations. The main goals of the innovation networks development are determined. In the context of the study of factors for the innovation networks development, the role of relationship marketing, which involves the constructing long-term mutually beneficial relations with key partners of the economic entity, should be noted. It is determined that relationship marketing acts as a tool for practical implementation of the concept of joint creation of value in modern institutional forms of interaction in the innovation system (innovation networks, in particular virtual, international clusters, alliances, etc.). It was emphasized that in order to achieve the network aspect of innovation development of the economy, it is necessary to use models of open innovation, that is, combining efforts of economic entities in the scientific and technical field and exchange of operating results. The main communication problems, which cause the blocking of innovation development are determined. The analysis made it possible to distinguish between the groups of methods and mechanisms that are most often considered in the InCo practice. InCo practices are considered in terms of the possibility of organizing and self-regulating systems.
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Torgunakova, E. V., and E. A. Torgunakov. "Development and efficient use of a marketing communications mix." Economics and Management 28, no. 3 (March 31, 2022): 281–88. http://dx.doi.org/10.35854/1998-1627-2022-3-281-288.
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Aim. Based on an analysis of current trends in the development of the marketing communications mix, the presented study aims to determine the prerequisites for its efficient use by organizations for maximum impact on the consumer.Tasks. The authors identify trends in the development of the marketing communications mix; consider an algorithm for the formation of the marketing communications mix in an organization; substantiate the prerequisites for its efficient implementation in an organization.Methods. This study uses general scientific methods of cognition to investigate trends in the development of the marketing communications mix at the present stage, as well as the algorithm and prerequisites for the formation and implementation of the marketing communications mix.Results. According to the results of the study, the following trends in the development of the marketing communications mix can be identified: promotion of Internet communications following the growth of online commerce and mobile commerce, strengthening of customer centricity and development of interactive communication tools, expansion of direct producer consumer communications due to some manufacturers departing from resellers when selling goods, development of omnichannel sales, synchronization of different marketing promotion channels, etc.Conclusion. The study reveals that the prerequisites for an efficient marketing communications mix include a systemic communicative impact on the consumer, formation of a marketing communications mix based on consumer knowledge and continuous testing of the communication campaign, further development and application of modern tools for interaction with the consumer, creation of personalized, relevant, and interactive content based on a marketing strategy and a competent content plan.
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Karjaluoto, Heikki, Nora Mustonen, and Pauliina Ulkuniemi. "The role of digital channels in industrial marketing communications." Journal of Business & Industrial Marketing 30, no. 6 (July 6, 2015): 703–10. http://dx.doi.org/10.1108/jbim-04-2013-0092.
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Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship communications, support sales and create awareness. Third, firms have not used social media tools as a part of DMC as widely as traditional digital tools. Research limitations/implications – Although the findings mirror those in DMC literature in general and industrial marketing communications in particular, they put more emphasis on the role of DMC in customer relationship communications and sales support. Practical implications – DMC provides an opportunity to deliver various marketing objectives, such as creating brand awareness, increasing and supporting sales and improving communication with existing customers. Different DMC tools are required for each of these objectives. Originality/value – This study is among the first ones examining the rapidly changing communications landscape and the spread of digital channels in industrial marketing communication.
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Siswanto, Tito. "Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah." Liquidity 2, no. 1 (July 2, 2018): 80–86. http://dx.doi.org/10.32546/lq.v2i1.134.
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Communication is a very important element in marketing, because marketing is essentially the communication between producers and consumers. The more advanced development of technology and information, it encourages the changes of conventional communications to modern communication which is digital life style. To support the realization of such communication, the internet became an important element in the creation of modern marketing communications. Until finally, comes the online social media that offers ease of marketing communications with the online system. Because of their low cost and ease of access, it is not un-common these media are conducted by the company in marketing their products. This article will explore the importance of social media for small and medium enterprises as an effort to improve the company's competitive.
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Gorlevskaya, Liudmila. "Building Effective Marketing Communications in Tourism." Studia Commercialia Bratislavensia 9, no. 35 (December 1, 2016): 252–65. http://dx.doi.org/10.1515/stcb-2016-0025.
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Abstract In the world of rapid technological evolution and economy of digitalization, consumers are continuously changing. Tourists are among the first. Their behaviour, media consumption, engagement level and expectations must influence on transformation of applied communication tools. In recent decades, the pace of change became faster. Media consumption has shifted to Internet, Mobile and innovative mediums. The paper proposes modern forms of communication tools on different stages of making-decision process and describes role of each to build marketing communications of tourism industry actors in a more effective way.
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Radhi, Dr Alaa Abd Al Hussein. "Marketing Communications and their Impact on Managing Crises in Tourist Destinations." International Academic Journal of Social Sciences 9, no. 1 (May 16, 2022): 09–20. http://dx.doi.org/10.9756/iajss/v9i1/iajss0902.
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The research topic was chosen as a result of the importance of the topic of marketing communications in the marketing process and tourism organizations alike, and the research problem is focused on the philosophy and impact of marketing communications, its role in restoring tourist destinations during crises, and the research aims to know the relationship between marketing communications and tourist destinations and to know the constraints and problems that hinder organizations Tourism through the application of modern concepts of marketing communications during crises, and the research reached a set of conclusions and recommendations, the most important of which was that the rapid and transparent publication of accurate and available scientific information about the crisis can build public confidence and can be to adopt creative and innovative marketing communication activities and to choose appropriate and sufficient marketing communication tools. Crisis management has a great and successful influence.
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Lane Keller, Kevin. "Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs." Journal of Marketing Management 17, no. 7-8 (August 2001): 819–47. http://dx.doi.org/10.1362/026725701323366836.
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Henley, Teri Kline. "Integrated Marketing Communications for Local Nonprofit Organizations: Developing an Integrated Marketing Communications Strategy." Journal of Nonprofit & Public Sector Marketing 9, no. 1-2 (January 10, 2001): 141–55. http://dx.doi.org/10.1300/j054v09n01_08.
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