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Kreidly, Fikrie, Abdikadar Aden, and Adnan Tvrtkovic. "Integrated Marketing Communications : A quantitative study of the perceptions of integrated marketing communications in the Swedish market." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35476.
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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing. It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.
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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.
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This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience
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Camano, Javier. "Integrated Marketing Communications: Branding Plan for Medicare y Mucho Mas." BYU ScholarsArchive, 2006. https://scholarsarchive.byu.edu/etd/472.
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The purpose of this paper is to explain the appropriate and effective use of branding as a vital part of the communication process of an organization. In addition, this project will help identify issues to improve enthusiasm for the use of the brand, help managers become aware of brand loyalty, and show how to measure the effectiveness of the brand.
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Elgh, Johan, and Felix Nyberg-Åslund. "Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119149.
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This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. The purpose of this thesis was therefore determined to be to explore what and how different factors influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of internationalisation of software developing small and medium-sized enterprises. Academic literature within three areas, related to the purpose of the thesis, was identified and discussed and presented in a frame of references. The first area concerned the development process of a strategic business-to-business marketing communication mix. Following this, the culture factor, including how communication is affected by cultural differences, was considered as a relevant area to study and add to the frame of references. Finally, the internationalisation process of business-to-business small and medium-sized enterprises was studied. Based on the study of academic theory, an analytical model was constructed and targeted issues for each area identified for the subsequent empirical study. An explorative case study approach was found to be suitable for the purpose of the thesis. It was performed by conducting qualitative interviews with representatives of the studied case company as well as a selection of its customers. Additional secondary data was withdrawn to triangulate with the primary data for the analysis of culture. By applying the analytical model to analyse the empirical evidence, using the academic theories and models from the frame of references, insights were generated and conclusions could be drawn. The analysis found that a key success factor is to build credibility in the eyes of prospects, regardless of where they are on the journey from being unaware of the company to becoming loyal customers. This is due to the risk avert nature of business-to-business decision makers. The most important factor for establishing credibility is to be able to show strong customer references, which makes nurturing present customer relationships a critical activity for success. Further, it was firmly established that the particularly long sell cycle that characterises the software industry in which the studied case company operates in, requires the communication channels to be integrated in order to be effective for the whole customer journey. Channels through which the communication can be adapted to suit a specific audience should be prioritised. Also, cultural differences and similarities should be considered, especially when it comes to views on power and the level of social restraint in the country to which the internationalisation is directed. The digitalisation of communication is a trend that evidently has a significant impact on the effectiveness of a marketing communication strategy. Digital communication channels are becoming increasingly relevant and suitable for communicating customer references, demonstrating product features and conveying corporate brand messages. By developing a business-to-business digital marketing communication strategy that is culturally adapted, the preconditions for the internationalisation of small and medium-sized enterprises are improved. On a final note, this Master’s thesis has identified a number of factors that influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of internationalisation of software developing small and medium-sized enterprises. While this has contributed to academic theory, the findings concerning how these factors influence the effectiveness and efficiency provide practitioners with actionable insights. It is therefore the belief of the authors of this Master’s thesis that the content of this report can help managers of internationalising software developing small and medium-sized enterprises in their communication strategy development process.
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Sandberg, Emelie, and Anna Öhling. "Integration of Digital Communication in B2B Companies : A qualitative case study of Company X." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-68165.
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In communication and marketing there have been a shift from a transaction focus with emphasis on persuasion to a relationship focus referred to as a two-way communication with increased interactivity. Traditional companies are challenged to understand how their business can take advantage and adapt to the digital changes and opportunities when it comes to communication and building relationships and gain the ability to anticipate and deliver what customers expect them to. B2B companies have a slower adaption to digital media and digital changes compared to B2C companies and when it comes to digital channels there is many opportunities to discover. B2B companies still feel dependent on traditional communication when it comes to building relationships but the digital trend pressure companies to get involved and keep up digitally. The constantly expanding digital landscape force B2B companies to find a way to utilize digital platforms and channels in order to create strong digital relationships with retailer and audience The purpose of this study is to investigate and gain an understanding how B2B wholesalers communicate and build digital relationships with retailers. A qualitative method is used featuring a single-case study with Company X a B2B firm operating in the wholesale trade business as a producer and a wholesaler. Data used in the study is collected from semi-structured interviews with employees from the sales and marketing department. Digital marketing is one of the most emerging tools within communication, that B2B businesses not yet use to its full potential but are eager to discover the opportunities and advantages B2C companies adapted for a long time. B2B businesses use digital tools to support and strengthen the communication and relationship with retailers however findings reveal traditional tools is still the prefered communication method in B2B. Our findings suggest how there are still qualities lacking in digital communication that can only be achieved through traditional communication with psychical meetings. Empirical suggestion on how a B2B company can adopt techniques from B2C and apply it in a B2B context.
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Gilmour, Sophia Mawani, and n/a. "Organisational culture and the communication of loyalty : an ethnography." University of Canberra. Professional Communication, 2006. http://erl.canberra.edu.au./public/adt-AUC20070119.152841.
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Loyalty management has emerged over recent years as a topic of significant importance in
both academic and practitioner discourse, articulating the benefits of an extended relationship
with key stakeholders including, but not limited to, customers, employees and shareholders.
This research explores the theory and practice of loyalty management from a communications
perspective. The thesis attempted to discover how the integration or non-integration of
internal and external communication affects the communication of loyalty, in addition to how
loyalty management contributes towards the organisation�s perceived creation of value. In
doing so, it also examines how the practice of customer relationship management (CRM),
integrated marketing communication (IMC) and the use of information and communication technology (ICT) plays a role in the communication of loyalty.
The research entailed a three-year ethnographic study of a business-to-business financial
services organisation specialising in vehicle fleet leasing and management services,
comprising a review of relevant academic literature; and participant observation, focus group
studies, qualitative surveys and document analysis. Besides evaluating loyalty management
from a communications perspective, the thesis contributes towards the body of knowledge on
Australian organisations from an organisational culture perspective, as well as exploring
communication beyond the traditional boundary of within the organisation itself. Unlike
most loyalty management approaches, the holistic stance considers other stakeholders besides
customers, in detail. The study does not seek to establish validity and generalisability.
Rather, the mainly interpretist approach preserves the form and content of human behaviour
by detailing descriptions of the concrete experience of life within a particular culture and of
the social rules, patterns and perceptions that constitute it.
The findings showed that organisational communication has to be integrated and cohesive to
enable the effective management of loyalty. Furthermore, the results confirm that the notion
of organisational boundaries comprising �internal� and "external" communication is limited.
Involved protagonists, acting together from within and external to an organisation, create,
sustain and manage meanings through the use of signs and symbols within a particular
context to form a unique culture or community. In addition, the notion of loyalty and the
creation of value for the consequent success of the organisation is an important and valid
perception for most of the stakeholders. For this organisation, the use of ICT and practice of
CRM and IMC has varying degrees of impact, mainly enhancing the communication of
loyalty. The detraction of value is caused primarily by the fragmentation of communication
between the stakeholders, in addition to the existence of sub-cultures with conflicting needs.
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Shin, Hyojin Jeannie. "Analysis of the perception and reality of integrated marketing communications (IMC) in corporate public relations a study of South Korea /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0014266.
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Nilsson, Daniel, and Alexander Losten. "Facebook : En nödvändig del av promotionsmixen för Internationella Marknadsföringsprogrammet." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-10050.
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Dispositionen i artikeln är som följer: först kommer artikeln förklara varför undersökningen genomfördes. Därefter följer en redogörelse av vad det är för verktyg som används för att besvara studiens syfte. Detta användes också för att formulera påståenden. Därefter följer en redogörelse för hur den här studien genomfördes i verkligheten, som också är nästa punkt. Det hela avslutas med tolkningen av insamlat empiriskt material följt av ett slutgiltigt svar på använda påståenden och problemfrågor. Studien har två mål. Det första är att besvara om sociala medier, i detta fall Facebook, kan användas för att ge framtida studenter information om högskolestudier och Internationella Marknadsföringsprogrammet på Mälardalens Högskola i Västerås. Studiens andra mål är att besvara varför och hur sociala medier skall ingå i programmets framtida promotionsmix. Studiens två mål besvarades med hjälp av påståenden som dragits från vald litteraturstudie. Studien har en experimentell ansats och påståenden undersöktes genom en studie av första- andra- och tredjeårselever elever från samtliga inriktningar på John Bauergymnasiet i Västerås. För att öka validiteten genomfördes en datatriangulering som bestod av fokusgruppsintervjuer, en enkätundersökning och observationer. Fyra av de sex testade påståendena deklarerades som positiva. Undersökningen visar att Facebook bör inkluderas i IMFs promotionsmix. Studien ger också förslag på vad som bör beaktas vid inkluderingen av en Facebooksida i promotionsmixen.
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Krátký, Ondřej. "Strategické plánování v marketingové komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10606.
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Today, everybody is subject to plenty of communication messages. Because of this situation firms' task becomes more difficult in finding new ways of contact with their customers. That is to say that current communication channels are glutted. This diploma thesis argues an origin of a successful communication strategy, the reason for growing importance of strategic planning and also how the communication strategy fits into a hierarchy of company processes. This thesis also contains a more detailed analysis of Integrated Marketing Communications concept (IMC) as a means of effective communication with not only chosen target audience, but also with company employees and the others concerned. Theoretical conclusions are accompanied by opinions of prominent communications experts from agencies participating in Asociace komunikačních agentur (The Association of communication agencies). These views are concerning development of communication planning under Czech conditions, practical utility of IMC and actual trends in marketing communications practice with regards to current economic situation.
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Butkouskaya, Vera. "Antecedents and consequences of integrated marketing communications (IMC): testing a theoretical models from firms' and customers' perspectives in spain and belarus." Doctoral thesis, Universitat Autònoma de Barcelona, 2017. http://hdl.handle.net/10803/458127.
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La Tesis Doctoral trata sobre las Comunicaciones Integradas de Marketing (CIM) y se compone de tres partes interrelacionadas que estudian: los antecedentes y las consecuencias del concepto CIM desde el punto de vista de la empresa, el concepto CIM como mediador y los factores que influyen en su efectiva implementación, y CIM basado en la percepción del consumidor.
Mejorado por el avance en las tecnologías, el crecimiento de la competencia y la incertidumbre en el mercado, el concepto CIM evolucionó de un simple instrumento de coordinación táctica a una capacidad dinámica de marketing. Su evolución y una mayor participación en los procesos gerenciales determinan la necesidad de su revisión y mejor comprensión. Basado en la teoría de las capacidades dinámicas, CIM, cuando se combina con la estrategia correcta, puede traer una ventaja competitiva a la empresa y afectar positivamente su rendimiento. Sin embargo, investigaciones anteriores sugieren que las empresas pueden enfrentarse a obstáculos al implementar CIM. En primer lugar, los factores endógenos, incluyendo los efectos relacionados con la gestión interna de negocios y en segundo lugar, factores exógenos, relacionados con los efectos ambientales externos. Además, teniendo en cuenta la relación directa entre los antecedentes estratégicos de CIM y el rendimiento de la empresa, se sugiere el efecto de mediación de CIM. Finalmente, a pesar del enfoque centrado en el consumidor del concepto CIM, los investigadores se han centrado principalmente en analizarlo desde un punto de vista empresarial, pasando por alto la opinión del cliente.
Partiendo de las teorías de las dimensiones institucionales y culturales, para el proceso de recolección de datos se seleccionaron dos países económica y culturalmente diferentes, una economía de transición (Bielorrusia) y una economía desarrollada (España). Para probar los modelos teóricos, realizamos encuestas a empresas y consumidores en Bielorrusia y España.
El análisis de los datos sugiere que la orientación al mercado influye de manera positiva en CIM en ambas economías, pero el efecto de la orientación tecnológica sobre CIM sólo es significativo en la economía desarrollada. Las CIM afectan directamente al resultado de los clientes y el mercado, pero el efecto directo de CIM sobre el rendimiento financiero no es significativo en ninguna de las dos economías analizadas.
El análisis de los efectos moderadores muestra que el tamaño de la empresa y el perfil del gerente moderan las relaciones en el modelo teórico, mientras que el sistema económico no lo hace. El efecto moderador de la estructura organizativa sólo es significativo en la economía desarrollada. Además, en una economía en transición, CIM sólo media las relaciones entre la orientación al mercado y los resultados de los clientes y los mercados. En una economía desarrollada, tanto la orientación al marketing como la tecnológica tienen efectos indirectos en el rendimiento de la empresa a través de CIM.
Los resultados de la encuesta a los consumidores sugiere que la orientación tecnológica afecta positivamente a la percepción de CIM basada en el cliente, pero la orientación al cliente no tiene ningún efecto. Sin embargo, las orientaciones de los clientes y la tecnología tienen efectos indirectos en los comportamientos posteriores a la compra a través de CIM, pero sólo en España. Además, CIM afecta positivamente a la satisfacción del cliente, lo que a su vez influye positivamente en el boca-oído y la intención de recompra. Sin embargo, el boca-oído no tiene impacto en la intención de recompra. Además, la comparación intercultural revela diferencias que indican que sólo en una economía más orientada al mercado como España, CIM afectan al boca-oído y la intención de recompra. Estas relaciones están plenamente mediadas por la satisfacción del cliente en Bielorrusia y parcialmente en España.The Thesis consists of three interrelated parts, which study Integrated Marketing Communications (IMC): the antecedents and consequences of the IMC concept from the company point of view, the IMC concept as a mediator and factors influencing on its implementation effectiveness, and, IMC based on the customer perception. Enhanced by advancement in technologies, the growth of competition and uncertainty in the market, the concept of IMC evolved from a simple instrument of tactical coordination to a dynamic marketing capability. Its evolution and deeper involvement in managerial processes determine the need for the review and better understanding. Based on the dynamic capabilities theory, IMC, when combined with the right strategy, can bring a competitive advantage to the firm and positively affect its performance. However, previous researchers suggest that companies may face barriers while implementing the IMC. First, endogenous factors, enclosing the effects related to internal business management. Second, exogenous factors, related to the external environmental effects. Additionally, taking into consideration the existence of a direct relationship between the strategic antecedents of IMC and company performance, we suggest the mediation effect of IMC. Finally, in spite of the customer-centric approach to the IMC concept, researchers have been mainly focused on analysing it from a managerial point of view, overlooking the understanding of customer opinion about IMC. Thus, we address three interrelated objectives. Chapter 1 focuses on analysing the strategic antecedents of the IMC concept and its consequences for company performance (customer, marketing, financial) under the moderating effect of the economy type. Chapter 2 aims to analyse the existent moderating and mediating effects in the IMC theoretical model. Chapter 3 studies IMC customer-based perception, its strategic antecedents and consequences on post-purchase customer behaviour (satisfaction, word-of-mouth recommendations, repurchase intention) from an inter-country perspective. To test theoretical models, we conduct companies and customer surveys in Belarus and Spain. Drawing from institutional and cultural dimensions theories, for the data collection process we selected two economical and culturally different countries, a transition economy (Belarus) and a developed economy (Spain). The data analysis suggests that market orientation positively influences on IMC in both transition and developed economies, but the effect of technology orientation on IMC is only significant in the developed economy. IMC directly affects customer and market performance, but the direct effect of IMC on financial performance is not significant in any of the two economies analysed. The moderating effects analysis shows that company size and manager's profile moderate the relationships in the theoretical model, whereas the economic system does not. The moderating effect of the organisational structure is only significant in the developed economy. In addition, in a transition economy, IMC mediates only the relationships between market orientation and customer and market performances. In a developed economy, both marketing and technology orientation have indirect effects on company performance through IMC. The results of customer survey analysis suggest that technology orientation positively affects the IMC customer-based perception, but customer orientation has no effect. However, customer and technology orientations have indirect effects on post-purchase behaviours through IMC, but only in Spain. Furthermore, IMC positively affects customer satisfaction, which in turn positively influences WOM and repurchase intention. However, WOM has no impact on repurchase intention. In addition, the cross-cultural comparison reveals differences, indicating that only in a more market-oriented economy as Spain IMC affects WOM and repurchase intention. These relationships are fully mediated by customer satisfaction in Belarus and partially in Spain. Implications of these findings for researchers and managers are further discussed, as are the limitations.
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Gaballa, Noha Youssef. "A critical evaluation of the retail sales function in achieving fully integrated marketing communications (IMC) within the UK domestic new car market." Thesis, University of Liverpool, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.631687.
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The researcher's research interest is in the area of integrated marketing communications (IMC), and specifically for the category of products often referred to as 'high involvement goods'. Some service categories could also classified as 'high involvement' in terms of the complexity of the purchasing situation and the time needed for the consumer to reach a purchasing decision. However this thesis is about high involvement products, specifically new cars which have been used as a vehicle for discussion to illustrate the application of the !MC concept to high involvement goods. The author has consulted widely within the relevant IMC literature and also the more contextual literature available on the UK new car market and the sale of new cars within the UK. This more contextual literature has emanated largely from professional bodies such as Society of Motor Manufacturers and Traders (SMMT). Having considered the area of interest and gained familiarity with both the conceptual and contextual literature, the researcher had to decide on the appropriate methodology. Given the nature of the research problem and the fact that little was known about the applicability of!MC within the UK new car market, a qualitative, emerging methodology was used. This was based on a Grounded Theory approach which was considered to be the most appropriate and productive way to proceed. The researcher conducted 35 interviews with dealer principals' and sales managers' and hence this work is based largely on the dealer side of the dealer-manufacturer relationship. Interviews were recorded and transcribed. The analysis was conducted using the protocol recommended by Strauss and Corbin (I 990). The researcher found that the concept of IMC is weakly embedded in the retail sector of the UK new car value chain. The reason for this weakness has been established and discussed. The author makes recommendations as to how greater integration can be achieved within this industry. The problems of implementing the recommendations made and the managerial implications of attempting to implement such recommendations are discussed in full. The author's findings have been presented diagrammatically in an industry specific conceptual model showing many of the issues and problems mentioned here. The conceptual diagram is discussed further in the text. Finally the author considers the limitations of the work conducted and makes recommendations for future research. A fully annotated set of interview transcripts are provided in the appendices for the reader's convenience.
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Martin, Ashley N. "The interaction of message content, media sequence, and product involvement: an examination of intended message content sequences across a two-channel strategic IMC effort." Thesis, Kansas State University, 2014. http://hdl.handle.net/2097/18705.
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Master of ScienceDepartment of Journalism and Mass Communications
Curtis Matthews
Integrated marketing communications strategies are being utilized more and more by practitioners who wish to reach their audiences in different ways at different times. However, the omnipresence that results from these multi-channel campaigns presents a new challenge for marketers, as their message and channel sequences may or may not be experienced in the order intended. Past literature has shown that both message order and channel sequence do matter. However, existing literature has not examined intended message sequences where the first channel “teases” the more comprehensive information available in the second channel. Therefore, the aim of this study was to bridge some of the gaps in past research by exploring message content order effects and channel sequence effects across intentional sequences for both high- and low-involvement product categories through the lens of the Elaboration Likelihood Model. A 2 (message content order: tease-to-answer versus answer-to-tease) by 2 (medium sequence: print-to-online versus online-to-print) by 2 (product involvement: high- versus low-involvement) mixed factorial experimental design was conducted to explore how message content order, channel sequence, and product involvement level affected evaluations of brand and message, as well as perceived behavioral intent. The findings indicated that message content order had significant influence over brand and message evaluation, with the tease-to-answer order producing the highest evaluations of brand and message. The findings also indicated that the online-to-print sequence was only effective for increasing behavioral intent under high-involvement conditions. Implications for marketing practitioners and future research are discussed.
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Shahzad, Umer, and Muhammad Azeem. "Brand Awareness among Customers : A case study of ICA-Kvantum." Thesis, Högskolan Dalarna, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:du-5993.
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This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of managerial implications. The research question was formulated as what actions could be seen effective for ICA-Kvantum to maintain or improve brand awareness among its current and potential customers.The project was created with the help of theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication approach and strategic planning process. These theories were applied in this thesis in order to find out the most effective communication measures to maintain or improve brand awareness among current and potential customers of ICA-Kvantum.The primary and secondary data was collected. Primary data was gathered through the survey among ICA-Kvantum customers in the front of the store in Borlänge. The personal interview with manager was conducted in the office of ICA-Kvantum store located in Borlänge. Secondary data was gathered from textbooks, academic journals, theses and websites.The empirical findings have been presented in detail and then analyzed with the help of theoretical concepts. The analysis and further results from survey and interview focused on importance of information, marketing communication tools, brand awareness and loyalty, perceived quality and implementation of strategic planning process. Moreover, the main weaknesses and strengths of ICA-Kvantun have been evaluated. The conclusion including short summary of analysis and its results have been provided at the end. Each weakness of issues related to brand awareness i.e. importance of information, effectiveness of marketing communication tools and strengths and weaknesses of ICA-Kvantum discussed in the paper, has been pointed out along with solutions and managerial implications.
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Correia, Marta Sofia Vila Moura. "A compreensão e a prática da comunicação integrada de marketing em Portugal por clientes e agências de publicidade." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12947.
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Mestrado em MarketingO aumento da fragmentação dos media e dos consumidores criou a necessidade de uma nova abordagem de comunicação de marketing, a Comunicação Integrada de Marketing (CIM), capaz de garantir uma gestão centralizada e uma consistência das mensagens corporativas dirigidas a diferentes públicos (McArthur e Griffin, 1997; Semenik, 2002; Smith, 2002; citado por Gurau, 2008). Com efeito, se os Clientes estão a procurar abordagens integradas de comunicação - para solucionar problemas de comunicação -, as Agências de Publicidade estão a diversificar, a expandir e a integrar os seus serviços promocionais (Kitchen, Schultz, Kim, Han e Li, 2004). Neste sentido, compreender a forma como ambas as partes percecionam a CIM é essencial para as ajudar «a resolver problemas de coordenação, a reduzir silos de comunicação de marketing e a melhorar a eficiência organizacional» (Kerr e Drennan, 2010, p.7). Partindo deste prisma, esta investigação tem como objetivo geral averiguar se existem diferenças relativamente à forma como Clientes e Agências de Publicidade - no contexto português - percecionam a CIM. Com o intuito de responder a este objetivo, foi realizada uma investigação de natureza descritiva e do tipo quantitativo, tendo por base o inquérito por questionário (online), aplicado a uma amostra não probabilística, por conveniência, de 50 inquiridos (15 profissionais de Clientes e 35 profissionais de Agências de Publicidade). Os resultados permitiram concluir que existem diferenças relativamente à forma como Clientes e Agências de Publicidade - no contexto português - percecionam a CIM, ao nível dos seus benefícios e das suas barreiras.
The increasing fragmentation among the media and the consumers led to the necessity of a new approach in marketing communication, the Integrated Marketing Communication (IMC), capable of guaranteeing a centralized management and the consistency of corporative messages addressed to different public (McArthur and Griffin, 1997; Semenik, 2002; Smith, 2002; as cited by Gurau, 2008). In fact, if the Clients are seeking new integrated communication approaches - in order to solve communication problems -, the Advertising Agencies are diversifying, expanding and integrating their promotional services (Kitchen, Schultz, Kim, Han and Li, 2004). Therefore, comprehending the view of both parts on the IMC perception is vital to help them «resolve coordination problems, reduce marketing communication silos and improve organizational efficiency » (Kerr and Drennan, 2010, p.7). Taking that as a starting point, this research has the general objective to ascertain if there are any differences regarding the way Clients and Advertising Agencies perceive the IMC, in the Portuguese context. To accomplish the goal stated, it has been conducted an investigation of descriptive nature and quantitative type, based on a survey by questionnaire (online) as a data collection tool, with a non-probabilistic convenience sample, of 50 respondents (15 professionals from the client side and 35 professionals from the advertising agencies side). Results showed that there are differences regarding the perceptions of IMC between Clients and Advertising Agencies, in the portuguese context, particularly regarding IMC benefits and barriers.
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Hutson, Jeffrey D. "Contemporary attitudes toward integrated marketing communication." Virtual Press, 2006. http://liblink.bsu.edu/uhtbin/catkey/1337196.
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This research utilized Q Method to learn whether attitudes regarding integrated marketing communication (IMC) among both educators and practitioners are consistent with placing IMC in an inductive or pre-theory stage of development within the theory building-research cycle. The analysis indicates an acceptance of IMC as a valid method of communication management among study participants. However the data is consistent with a negative, or at best ambiguous, conclusion when it comes to placing attitudes regarding IMC in an inductive or pre-theory stage of development within the theory building-research cycle. This then permits the conclusion that IMC at present is a communications management approach, not a nascent communication theory.Department of Journalism
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Kolsarici, Nalca Ceren. "Flexible models of integrated marketing communication effects." Thesis, McGill University, 2009. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=66860.
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This thesis comprises three essays and investigates complex effects of integrated marketing communications, using advanced statistical and econometric models. The first essay focuses on the measurement of complex multi-media communications effects such as thresholds, saturation levels and cross-media synergies. We use, MARS, a non-parametric regression method based on multivariate adaptive splines, and show that it, successfully trading-off the bias reduction and variance increase, performs superior to parametric and non-parametric benchmarks in model fit and predictive validity. The results provide compelling evidence to one or more threshold points, saturation levels, early saturation for newspaper advertisements and support for possible supersaturation for certain media. Moreover, we quantify the observed threshold and saturation levels using non-parametric derivatives and find that majority of the media perform in inefficient spending ranges. The second essay examines the dynamic effects of direct-to-consumer advertising (DTCA) in a market where regulations impose restrictions on the type and content of prescription pharmaceutical advertising. We identify three research questions that should be of great managerial interest: Whether DTCA is a reasonable option to choose under these regulations. If so, which type of DTCA is more effective, and when? We pursue these questions by examining data on new and refill prescriptions for a novel pharmaceutical through the implementation of an Augmented Kalman Filter with continuous state and discrete observations (AKF(C-D)). Our findings suggest the presence of complex DTCA dynamics for the two types of regulation-induced advertising messages. We discuss implications and provide extensive validation tests that confirm the superiority of our modeling approach. The final essay investigates the influence of market heterogeneity on the consumer and physician directeCette thèse comprend trois essais et examine les effets complexes des communications marketing intégrées, utilisant des modèles statistiques et économétriques avancés. Le premier essai se concentre sur la mesure des effets complexes des communications multimédia comme les seuils minimums, les niveaux de saturation et les synergies des médias croisés. Nous utilisons, MARS, une méthode de régression non paramétrique basée sur des courbes adaptatives multivariables, et ce qui démontre qu'équilibrant avec succès la réduction de l'erreur moyenne et de l'écart de l'augmentation, MARS s'exécute mieux aux points de référence paramétriques et non paramétriques dans l'ajustement du modèle et la validité prédictive. Les résultats fournissent la preuve irréfutable d'un ou plusieurs points de seuil minimum, de niveaux de saturation, de la saturation précoce pour les publicités dans la presse écrite et d'un appui pour une possible sursaturation de certains médias. De plus, nous évaluons quantitativement le seuil observé et les niveaux de saturation en utilisant des dérivés non paramétriques et constatons que la majorité des médias s'exécute dans des gammes de dépenses inefficaces.Le deuxième essai examine les effets dynamiques de la publicité directe au consommateur (DTCA) dans un marché où les règlements imposent des restrictions sur le type et le contenu de la publicité pour les prescriptions pharmaceutiques. Nous identifions trois questions de recherche qui devraient être de grand intérêt en gestion, c'est-à-dire : Si la DTCA est une option raisonnable à choisir conformément à ces règlements ? S'il en est ainsi, quel type de DTCA est le plus efficace et quand ? Nous poursuivons ces questions en examinant des données sur les nouvelles prescriptions et les renouvellements de prescriptions pour un nouveau médicament par la mise en oeuvre d'un Filtre Kalman Augm
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Jewell, Stacy Ellen. "Integrated Marketing Communication Strategies in Ohio Agribusinesses." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453.
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Li, TianLi, Xiaoyu Zhang, and Kai Yang. "The dilemma of implementation of Integrated marketing communication." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75869.
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Background: Integrated marketing communication (IMC) became increasingly popular since 2005, the IMC is built of four parts. The first part is a concept and it also is the process. The second part explains that IMC needs special skill and knowledges. The third part described the IMC have three pillars which focus on audience, channel and the result. The last part refers to that IMC attempts to the increase of company communication. The concept of IMC can be called “Speak with One Voice”. The meaning of IMC includes advertising, promotion, public relations, direct marketing. CI, packaging, news media and all other communication activities within the scope of marketing activities, but also enables companies to communicate unified communicate information to consumers.Purpose: The researchers of this thesis aim to explore the barriers when organizations implement integrated marketing communication.Methodology: In this paper, authors used qualitative research under deductive approach. The primary data was gathered with six participants from different advertisement agencies. All the interviews were conducted with semi-structured interview.Conclusion: Through the preview semi-structured interviews, there are two barriers has been agreed with all of these 6 participants who are from different advertising agencies. Authors defined these two barriers as the main barriers to implement integrated marketing communication by organizations: the management knowledge and Lack of horizontal communication. Authors also have some important finding about new barriers of implementation to integrated marketing communication. Three of our participants from different adverting agency with a lot of experience on IMC mentioned that the employees' trust in leadership of managers is also one of the main barriers. Authors believe this might be another main barrier for organization on implementation of IMC and should attract enough attention by marketers.Key words: Intergrated marketing communication, barriers, management knowledge and Lack of horizontal communication
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Hobson, Paula Lee. "Integrated marketing communications at community colleges." abstract and full text PDF (free order & download UNR users only), 2008. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1453583.
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Culliver, Katherine. "Integrated Marketing and Nontraditional Student Enrollment Decision Making." Thesis, University of La Verne, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10003189.
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Purpose. The purpose of this study was to examine the relationship between university advertising and marketing procedures and techniques and the personal characteristics and motivations of nontraditional students who decide to enroll in bachelor’s degree programs. The overarching goal was to explore the experiences and decision-making processes of these students in an effort to address the lack of data guiding college and university marketing behavior toward this unique population. This project examined the decision making of college-bound individuals through the lens of electronic marketing, traditional marketing, and word-of-mouth marketing methods.
Methodology. An exploratory quantitative research design was used. A survey was designed using a combination of previously validated instruments and questions developed by the researcher to measure the influence of marketing on nontraditional undergraduate students’ enrollment decisions. The sample consisted of nontraditional students who had recently enrolled in a degree/accelerated degree program in one of four colleges/universities in Southern California and had not yet completed a full semester/quarter of coursework.
Findings. A significant difference was found in the amount of marking exposure among nontraditional students by medium. The analysis indicated a significant difference in the influence of marketing across racial and gender groups that also varied by medium. Females were significantly more influenced by the universities’ websites, for example. Males were significantly more influenced by word-of-mouth marketing from family members, and females were more likely to seek out friends than family for information. Also, those belonging to the “other” ethnic subgroup were significantly more influenced by online ads than their African American, Hispanic, or Caucasian counterparts.
Conclusions. Several significant factors were identified that influence the decision-making process of nontraditional students who are preparing to enroll in an institution of higher education. Exposure to relevant marketing materials varies across a number of variables, and the influence of word-of-mouth marketing may be more important to this population when compared to traditional undergraduates.
Recommendations. Further research is needed to inform the marketing methodologies in which institutions of higher education engage when reaching out to nontraditional students. This population’s motivations for enrolling are unique and, when combined with personal sociodemographic variables, represent an important challenge for university marketing professionals.
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Dharmappa, Sunil [Verfasser]. "Study of the Effectiveness of Online Marketing on Integrated Marketing Communication / Sunil Dharmappa." München : GRIN Verlag, 2018. http://d-nb.info/1176812351/34.
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Bronkhorst, N. J. "Developing an integrated marketing communication strategy for the MGK Group." Thesis, Stellenbosch : Stellenbosch University, 2010. http://hdl.handle.net/10019.1/80495.
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Thesis (MBA)--Stellenbosch University, 2010.ENGLISH ABSTRACT: The Marketing of Agricultural Products Act 47 (No 47 if 1996) led to the dilution of single-channel marketing in the agricultural sector. Hence, marketing boards such as the Maize Board were dismantled. New legislation forced agricultural businesses to adapt to the changing environment and turn co-operatives into companies. The new developments also implied that these companies had to reposition themselves to be more competitive in a deregulated market. MGK Group Operating Company Pty (Ltd) is a prominent role player in the agricultural sector in the North West, Limpopo, Mpumalanga and Gauteng provinces in South Africa. Unexpected growth in the company as well as the deregulation of the industry necessitated a bona fide marketing communication department to manage and coordinate all advertising, promotional and communication efforts. After establishing this department all marketing communication efforts were still fragmented. Consequently, the cost-effectiveness of this department was questioned by the company’s board of directors. The MGK Group’s the board of directors received a mandate to follow a holistic approach and formulate a strategy to enhance the impact of its marketing communication efforts while cutting costs. This study sets out to establish whether the implementation of an integrated marketing communication programme can ultimately satisfy the board of directors’ requirements for marketing communication that is more accountable, effective and efficient. This study starts with a literature review of the practices and theories underpinning integrated marketing communication. This is followed by testing the applicability of the various approaches and methodologies in the MGK Group environment. The study is concluded with the formulation of a marketing communication strategy and recommendations based on the needs of the MGK Group.
AFRIKAANSE OPSOMMING: Die Wet op die Bemarking van Landbouprodukte (Nr 47 van 1996) het eenkanaal-bemarking in die sektor verwater. Dit het daartoe gelei dat bemarkingsrade soos die Mielieraad afgeskaf is. Nuwe wetgewing het landbou-ondernemings genoop om in 'n veranderende sake-omgewing aan te pas en koöperasies in maatskappye te omskep. Die aanpassing het ook beteken dat maatskappye hulself in 'n meer mededingende en gedereguleerde mark moes herposisioneer. Die MGK Groep Bedryfsmaatskappy Edms Bpk is 'n vooraanstaande rolspeler in die landbousektor in die volgende provinsies in Suid-Afrika: Noordwes, Limpopo, Mpumalanga en Gauteng. Onverwagse groei asook die deregulering van die bedryf het meegebring dat dié maatskappy 'n bona fide bemarkingskommunikasie-afdeling nodig gehad het om alle reklame-, promosie- en kommunikasie-aktiwiteite te bestuur en te koördineer. Nadat die afdeling op die been gebring is, het bemarkingskommunikasie-aktiwiteite steeds los van mekaar gestaan. Dit het daartoe gelei dat die kostedoeltreffendheid van die funksie op divisievlak bevraagteken is. Die direksie van die MGK Groep het 'n mandaat gehad om 'n holistiese benadering te volg en 'n strategie te formuleer om die impak sowel as die kostedoeltreffendheid van die maatskappy se bemarkingskommunikasie te verbeter. Hierdie studie poog om vas te stel of die implementering van 'n geïntegreerde bemarkingskommunikasieplan uiteindelik in die direksie van die MGK Groep se behoefte aan verantwoordbare, doeltreffende en doelmatige bemarkingskommunikasie kan voorsien. Die studie begin met 'n literatuuroorsig van die praktyk en teorie van geïntegreerde bemarkingskommunikasie. Daarna word die toepaslikheid van die onderskeie benaderings en metodologieë ten opsigte van die MGK Groep getoets. Die studie word afgesluit met 'n bemarkingskommunikasiestrategie en aanbevelings wat op die behoeftes van die MGK Groep gegrond is.
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Li, Xinxin. "Integrated marketing communication for University of Gävle to promote Nursing Program in China." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21666.
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This study aims to explore effective marketing communication strategies for the nursing program of University of Gävle to develop in China. Qualitative method is used in this research. The data is collected from 24 semi-structured interviews with managers in University of Gävle, managers and students in Zhuhai College of Jilin University and Kede College of Capital Normal University. The study finds out that traditional media advertising, online advertising, and public relations and publicity are effective for both students and managers. However, direct communication is particularly effective for managers, while place advertising is especially useful for students. Content about education and country-of -origin are useful for both students and managers. The study provides suggestions about each marketing communication channel and content, and the integrated marketing communication strategy for higher education institution to do marketing communication in China. Therefore, it can serve as a useful reference when making marketing communication strategy for the future higher education institutions cooperation between Sweden or other countries and China.
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Guarda, Dulce Marques. "Plano de Comunicação Integrada de Marketing da Empresa Total Vida : Cuidados Continuados de Saúde LDA." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10180.
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Mestrado em MarketingEste projecto tem como objectivo a elaboração de um Plano de Comunicação Integrada de Marketing (CIM) para a entidade Total Vida - Cuidados Continuados de Saúde Lda. (Ttv). No plano, foram analisados todos os factores necessários para a sua realização, tais como o ambiente externo e interno, análise da concorrência, dos clientes, do posicionamento, da estratégia da empresa e dos públicos-alvo, análise das Forças (Strengths), Fraquezas (Weaknesses), Oportunidades (Opportunities) e Ameaças (Threats) (SWOT), objectivos e áreas da actuação da comunicação. Após a análise destes factores, o Plano de CIM foi elaborado e conclui-se que a empresa deve apostar no aumento da sua notoriedade a fim de aumentar a sua quota de mercado, através da utilização das novas tecnologias disponíveis no mercado. Estes objectivos são atingíveis através de diversas tácticas como por exemplo a comunicação em revistas da especialidade, a criação de um website, comunicação através de publicidade existente nos media tradicionais e a criação e utilização de uma base de dados com os contactos e informações úteis sobre os vários clientes da empresa.
This project aims to draw up a plan for the company Total Vida - Cuidados Continuados de Saúde Lda. In this plan, the most necessary factors for its accomplishment had been analyzed, factors such as the external and internal environment, analysis of the competition, the customers, the positioning, the strategy of the company and the target, Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, goals and areas of communication. After analyzing these factors, the Integrated Marketing Communication Plan was drawn up and it was concluded that the company should invest in increasing its visibility in order to increase its market share, through the use of new technologies available on the market. These objectives are achievable through different tactics such as communication in health magazines, creation of a website and creation and usage of a database with all the contacts and useful information about the customers.
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Niemann, Ilse. "Strategic integrated communication implementation towards a South African conceptual model /." Thesis, Pretoria : [s.n.], 2005. http://upetd.up.ac.za/thesis/available/etd-10062005-100746.
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Amerian, Irsa, and Natallia Pisareva. "Integrating Social Media into the Marketing Communication Strategy : The Case of ID24." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18314.
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Problem: Integration of social media tools in marketing practice of B2B companies is not a widespread phenomenon yet. However, particular patterns of involvement already exist. Companies get connected through social media and they use Web 2.0 tools to engage the customers in communication and to interact and build relationships with them. Purpose: The overall purpose of this thesis is to deepen and broaden the knowledge of the application of social media into the communication strategy of B2B micro-firms. It aims to compare the integration of social media in direct and indirect, or through publications in press, ways of communicating the customers, and investigates if social media are an appropriate tool to build relationships with the customers. Method: In order to fulfil the research purpose, authors conducted a case study research, used an inductive approach, and gathered the primary data through observation and interviews. Respondents were representing a supplying company, mass media professionals and retailing companies. Conclusion: Integrating of social media channels can be performed through linking different online platforms of the company, engaging its business partners in joint projects and following customers’ preferences in their choice of the appropriate channels. Results of the study illustrate that social media can empower the companies to create, maintain and reinforce relationships both with customers and mass media professionals. The study differentiates various social media platforms in their relevance for communication with customers and mass media professionals. It demonstrates that the blend of the social media and traditional platforms employed by a company is not a constant, but rather a dynamic combination, coordinated with the goals and resources of the company and its marketing strategy. Finally, it suggests companies to be consistent and persistent in developing their social media strategy, providing timely and constantly updated information.
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Kanyutu, Teresia Watiri. "An integrated marketing communication framework for communicating city events in Nelson Mandela Bay." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/8477.
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In the recent past, cities all over the world have made attempts to brand themselves differently from their counterparts. These efforts have been made with the aim of improving the economic locus of the city in question and to some extent the welfare of its inhabitants. With this regard, various activities have been organised to ensure that the cities attract tourists, investors and other pertinent stakeholders. The hosting of city events is one major strategy that cities have used to trademark themselves more attractively to external stakeholders. City event planners have similarly made efforts to brand and communicate these city events in order to achieve recognition and attendance. In spite of these attempts however, studies reveal that the major stakeholders of the events: the residents, seem to be overlooked by the city decision makers during these endeavours. Integrated Marketing Communication (IMC) involves the combination of all the available communication channels and resources to convey a message to a target audience. Hence, with regard to communicating city events, the key motivation for using IMC is to generate awareness whilst communicating an effective, clear and consistent message to the target audience (residents). However, communication strategies should not be developed in isolation. It is of extreme importance that city event planners consider involving the city residents when crafting these IMC strategies. In fact, the city events planners and decision makers should bear in mind that; the major success of any city event depends entirely on the support of the city residents, who act as brand ambassadors to their social circles within and outside the city. In order for a city to successfully implement a communication strategy, it is imperative that the city understands the media consumption patterns of the residents. Various factors such as age, gender and ethnicity determine the media consumption habits of residents; and should be investigated in order to determine the most effective channels of communication to use for a particular target audience. During the early months of the year 2014, key stakeholders within Nelson Mandela Bay (NMB) resolved to improve the brand image of the NMB. These stakeholders entered into a partnership with NMMU Business School, who offered to conduct research on various themes: Brand Identity, Business Events, City Events Communication, City Events Marketing, Cultural Events and Sports Events. This study is hence based on the City Events Communication theme and its purpose is to establish the factors that determine media consumption amongst the residents and their perception towards communication with and amongst the residents of NMB. Additionally, this study sought to identify the various communication channels that are available in NMB whilst establishing which of these channels are most highly ranked by the residents. In order to achieve these objectives, both primary and secondary research were conducted. Literature was reviewed in order to create a basis for this study based on previous academic research. The background of IMC was established and the various pillars of IMC discussed. Factors that influence the choice of communication media were also identified and discussed. Thereafter, an empirical study was conducted in order to determine the factors that influence media usage amongst the residents of NMB, in addition to their perception towards communication. A total of 3,659 residents were interviewed and findings indicated that there is a strong relationship between the media usage and age, gender, ethnicity, income per household and the suburb lived. However, the strength of relationships that were observed differed amongst the various dependent variables that were created for purposes of analysing the media usage. A strong inclination towards the use of traditional media; radio and newspaper amongst the residents of NMB was identified. Equally, Public Relations (PR) emerged as an essential way for residents to create and maintain stakeholder relationships between themselves and the NMB. The residents felt that NMB should make efforts and engage with them more frequently especially with regard to communicating city events. Word of mouth amongst peers and billboards were also identified as communication media that are largely used to source for city events information, impacting greatly on the events attendance by the residents. Unfortunately, the use of New Media (Facebook, Twitter and YouTube) to source for city events information was not predominant amongst the respondents. However, with close to three quarters of the respondents having access to the Internet, there is a likelihood that residents can adopt to the use of social media as a source of city events information. Furthermore, the majority of respondents indicated that they access the Internet daily. These findings are a clear indication that the adoption and use of new media is possible if developed and implemented in a strategic manner by the major decision makers. Once the factors that influence media consumption by the residents of NMB were established, an integrated marketing communication framework was developed based on these factors and the highly ranked channels of communication. This study concluded in the development and proposal of an IMC framework for use in communication of city events to the residents of NMB. Managerial recommendations were also given which are expected to enhance the effective implementation of the proposed framework.
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Cardoso, Joana Boaventura Sousa. "Plano de comunicação integrada de marketing : Arcos Médica Centro Médico e Dentário." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10772.
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Mestrado em MarketingEste trabalho de projecto é um Plano de Comunicação Integrada de Marketing para a empresa Arcos Médica Centro Médico e Dentário e para a sua realização, adoptou-se o modelo conceptual de Clow e Baack (2004). Os objectivos do plano são: (1) aumentar a notoriedade e fortalecer a imagem da empresa, (2) estimular a repetição de compra dos serviços da organização, (3) reforçar as decisões de compra, assim como a marca no sector de saúde oral em Portugal e (4) atrair potenciais clientes e fidelizar os já existentes. Nesta medida, pretende-se atingir os seguintes públicos-alvo: (1) segmento-alvo que procura apenas tratamentos estéticos, (2) segmento-alvo que procura tratamentos estéticos e de saúde oral e (3) segmento-alvo que procura apenas tratamentos de saúde oral. O posicionamento desejado é o de uma organização de excelência, com qualidade no serviço prestado, de fácil acessibilidade económica e elevada proximidade com a comunidade local. As áreas previstas de actuação são: (1) comunicação interna, (2) publicidade, (3) comunicação com os media, (4) comunicação on-line, (5) eventos e (6) patrocínio. O plano será avaliado com recurso a: (1) auditorias de percepções e de mensagens e (2) análise do volume de vendas.
This project is an integrated marketing communication plan for Arcos Médica Centro Médico e Dentário. This plan follows the conceptual model of Clow and Baack (2004). The objectives of this plan are: (1) to increase awareness and strengthen the image of the company, (2) to encourage the rebuy of the organization services, (3) to strengthen the purchasing decisions as well as the brand in the oral health sector in Portugal an (4) to attract potential customers and retain the existing ones. In this way, it is intended to achieve the following target groups: (1) segment that only seeks aesthetic treatment, (2) segment that seeks aesthetic treatment and health treatment and (3) segment that only seeks health treatment. The desired positioning is an organization of excellence with quality service, affordability and perceived as close to the local community. This plan focuses on: (1) internal communications, (2) advertising, (3) communication with the media, (4) online communication, (5) events and (6) sponsorship. Finally, the plan will be evaluated using: (1) perceptions and messages audits and (2) sales volume analysis.
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Matos, Ricardo Miguel Rodrigues Franco de. "Plano de comunicação integrada de marketing da empresa Moinho das Feteiras, LDA." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11133.
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Mestrado em MarketingEste projecto apresenta um plano de comunicação integrada de marketing para a empresa Moinho das Feteiras que opera no sector do turismo de habitação em espaço rural na ilha de São Miguel e tem como objectivo criar e aumentar a notoriedade da marca bem como ajudar a empresa a atingir taxas de ocupação de cama de 80% na época alta e 30% na época baixa. A sua elaboração iniciou-se com a revisão da literatura sobre o conceito de comunicação integrada de marketing e culminou com a elaboração de tácticas adequadas à prossecução dos objectivos da organização. Essas tácticas centraram-se em canais online devido a, por um lado, questões internas como a dimensão da empresa e os recursos financeiros disponíveis e, por outro lado, a questões relacionadas com o contexto como a importância, cada vez maior, da Internet e das redes sociais na comunicação das empresas turísticas e no processo de decisão dos clientes.
This project presents an integrated marketing communications plan for the company Moinho das Feteiras that operates in rural houses renting business and is located in São Miguel island. The plan aims to first create and then increase brand awareness as well as to help the company achieve bed occupancy rates of 80% in high season and 30% in low season. Its development began with a critical literature review on the concept of integrated marketing communications and culminated with the development of appropriate tactics in order to accomplish the organization objectives. These tactics are focused on online channels given, on one hand, internal issues such as the size of the company and its limited financial resources and, on the other hand, market issues like the increasing importance of the Internet and social networks in corporate communications in the touristic sector and in what concerns the decision making process of these clients.
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Paiva, Rui Fernando Romão. "Plano de comunicação integrada de marketing da empresa SINASE – Recursos humanos, Estudos e Desenvolvimento de Empresas, Lda." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/5000.
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Mestrado em MarketingEste projeto tem como objetivo a apresentação de um plano de comunicação integrada de marketing para a empresa de consultoria Sinase. O plano tem como objectivos aumentar a notoriedade da organização, captar novos clientes e fidelizar os atuais. Inicia-se este trabalho com uma revisão da literatura sobre o conceito de Comunicação Integrada de Marketing. Após a análise dos ambientes internos e externos da organização, é definido o posicionamento desejado, a segmentação, os públicos-alvo, as mensagens-chaves e as tácticas a implementar.
This project is an integrated marketing communications plan for the consulting firm Sinase. The objectives of the plan are to increase awareness of the organization, attracting new customers and retaining current ones. This work begins with a literature review of the Integrated Marketing Communication concept. After analyzing the internal and external environments of the organization, it defines the desired positioning, segmentation, target audiences, key messages and tactics to implement.
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Almeida, Rebeca Alves Domingues Pereira de. "Plano de comunicação integrada de marketing para a marca Mariana Poppe Cêramica." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19330.
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Mestrado em MarketingA comunicação integrada de marketing (CIM) é uma ferramenta essencial para qualquer tipo de empresa pois tem como principal missão unificar, de maneira consistente e relevante, todos os formatos de comunicação que a empresa tem com os seus stakeholders. A eficiência da CIM garante às empresas uma comunicação clara e objetiva que tem um impacto positivo no alcance dos resultados pretendidos. Com este mote, o desenvolvimento deste projeto partiu da análise de uma marca de cerâmicas recente e com grande potencial de crescimento - Mariana Poppe Cerâmica - para, posteriormente, implementar um plano de comunicação integrada de marketing. A estratégia adotada na construção deste projeto foi a Case Study Research. Esta estratégia de pesquisa consiste na análise de pessoas, grupos, eventos, organizações ou outros sistemas que são estudados de forma holística por um ou mais métodos. Foram recolhidos dados secundários sobre o setor de atividade da empresa e toda a sua envolvente externa, bem como, dados primários, recolhidos através do formato de entrevistas semi-estruturadas realizadas à responsável da marca e aos seus stakeholders, com o objetivo de reunir informações que permitam melhorar o conhecimento do negócio. Sendo esta uma empresa que se encontra de momento numa fase inicial e com recursos limitados, o principal contributo é fornecer uma orientação prática com um plano de comunicação integrada que passará pelo desenvolvimento de várias áreas de atuação com o intuito de otimizar a comunicação da empresa.
Integrated marketing communications (IMC) is an essential tool for any type of company because its main mission is to unify, in a consistent and relevant way, all communication formats between the company and its stakeholders. The efficiency of IMC guarantees a clear and objective communication for companies, which has a positive impact on the achievement of the intended results. With this motto in mind, the development of this project stemmed from the analyses of a new pottery brand with great potential for growth - Mariana Poppe Cerâmica - with the purpose of implementing an integrated marketing communication plan afterward. The research strategy adopted in this project was a Case Study Research. This type of research strategy consists in analyzing people, groups, events, organizations or other systems which are studied in a holistic manner using one or more methods. Secondary data about the company's sector and its external context were collected. Primary data was also collected through semi-structured interviews with the owner of the brand and its stakeholders, in order to improve the knowledge regarding the business. Being a company that is currently in an initial phase and with limited resources, the main contribution will be to provide a practical orientation with an integrated communication plan that will involve the development of several areas of action in order to optimize the communication of the company.
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Coelho, Joana Edward Clode Simões. "Plano de comunicação integrada de marketing para a marca Funny Duck." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21047.
Full textAbstract:
Mestrado em MarketingA Comunicação Integrada de Marketing é um processo estratégico de negócio usado pelas empresas como ferramenta de planeamento, implementação e avaliação de programas de comunicação da marca com todos os stakeholders envolventes. Com base nesta premissa, o projeto visa analisar a marca Funny Duck para a ajudar a atingir os objetivos definidos de acordo com a estratégia definida para 2021. A implementação do plano tem como objetivo que a marca aumente a credibilidade e confiança junto dos consumidores, que crie uma imagem consistente e coerente em todos os seus pontos de comunicação e aumente o número de vendas canalizadas por novos ou atuais clientes. Através da recolha de dados internos e externos, foi possível enumerar ações para pôr em prática, de maneira estruturada e organizada. É de esperar que, com a execução do plano desenvolvido para a Funny Duck, esta consiga atingir os objetivos estipulados e que seja o motor para o crescimento das vendas e sucesso da marca.
The Integrated Marketing Communication is a strategic business process used by companies as a planning tool, implementation tool and evaluation of brand communication programs tool as well, with all stakeholders involved. Based on this premise, the project aims to analyze the Funny Duck brand to help it achieve the objectives defined according to the strategy defined for 2021. The implementation of the plan aims to make the brand increase credibility and trust with consumers, create a consistent and coherent image in all its communication points and increase the number of sales channeled by new or current customers. Through the collection of internal and external data, it was possible to enumerate actions to put into practice, in a structured and organized manner. It is to be hoped that, with the execution of the plan developed for Funny Duck, it will be able to achieve the stipulated objectives and that it will be the engine for sales growth and brand success.
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Tadeu, Inês Cristina Reis. "Plano de comunicação integrada em marketing : Instituto de Investigação e Desenvolvimento Tecnológico em Ciências da Construção." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/8129.
Full textAbstract:
Mestrado em MarketingEste trabalho de projecto é um Plano de Comunicação Integrada de Marketing para o Instituto de Investigação e Tecnologia em Ciências da Construção - ITeCons, sediado em Coimbra. Para a sua realização, adoptou-se o modelo conceptual de Clow e Baack (2012). Os objectivos do plano são: (1) contribuir para o aumento da notoriedade da empresa, fortalecendo a sua imagem como empresa de referência, (2) atrair 25% de novos clientes (empresas ou individuais) fidelizando os já existentes, (3) aumentar em 20% o número de colaboradores e (4) aumentar a satisfação dos seus colaboradores. Com estes fins, pretende-se atingir os seguintes públicos-alvo: (1) colaboradores do ITeCons, (2) actuais e potenciais clientes: profissionais da área de construção, arquitectos, engenheiros, empresas públicas, (3) associados, (4) fornecedores, (5) instituições de referência na área de negócio do ITeCons e (6) os media. As áreas previstas de actuação são: (1) comunicação interna; (2) comunicação financeira; (3) publicidade; (4) promoção; (5) comunicação do produto/serviço; (6) comunicação com os media; (7) comunicação online; (8) eventos; (9) experience marketing e (10) data base marketing. O plano será avaliado com recurso a: (1) análise do número de novos clientes, (2) análise de facturação e (3) análise do fluxo das redes socais em que o ITeCons estará presente.
This project presents an Integrated Marketing Communication Plan for the Institute for Research and Technological Development in Construction Sciences - ITeCons, headquartered in Coimbra. We adopted the conceptual model of Clow and Baack (2012). The objectives of the plan are: (1) contribute to increase the awareness of the company, strengthening its image as a reference company, (2) attracting 25% of new clients (companies or individuals) and promoting the loyalty of existing ones, (3) increase 20% in the number of employees and (4) increase employee satisfaction. With these purposes, it is intended to achieve the following target audiences: (1) employees of ITeCons, (2) current and potential clients: construction professionals, architects, engineers, public companies, (3) members, (4) suppliers, (5) leading institutions in the area of ITeCons business and (6) the media. The areas of operation provided are: (1) internal communication; (2) financial reporting; (3) advertising; (4) promotion; (5) communication of product / service; (6) communication with the media; (7) communication online; (8) events; (9) marketing experience and (10) database marketing. The plan will be evaluated using: (1) analysis of the number of new customers, (2) analysis of billing and (3) flow analysis of social networks where ITeCons is present.
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Vinzons, Chivas, and 范宗斯. "Implementing Integrated Marketing Communications (IMC) with Limited Promo Budget." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/09197672107005458392.
Full textAbstract:
碩士國立成功大學
國際管理碩士在職專班
96
The concept of integrated marketing communications (IMC) is now popular in the field of marketing because of the competitive advantages it provides to companies(Kitchen, 2005; Mcgrath, 2005). However, deciding for mix elements (advertising, sales promotions, personal selling and public relations) and media options (traditional media, new media, outdoor media, and promo items) maybe too expensive for some companies. Thus, this research explores how firms with limited promo budget like small and medium enterprises (SMEs) adopt IMC. Through a survey among 93 of the “300 Dynamic SMEs” of Taiwan, it was found out that even though SMEs face some resource limitations, they have their own ways of implementing IMC. They frequently use new media to increase coverage, sales promotions to increase coordination, advertising to increase contribution, and personal selling to increase strategic consistency. Furthermore, industry type is found to be a moderating factor on how SMEs come up with their IMC mix decisions. This research contributes to the marketing field by providing a client-based empirical research which explores how companies overcome financial barriers to implement IMC. The results also serve as a guide for marketing managers in deciding which marketing communications mix elements and media options they can frequently use to increase coverage, coordination, contribution and/or strategic consistency.
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Peiritsch, Allison Raemore. "IMC: Its Rhetorical and Philosophical Foundation and Impact." 2016. http://digital.library.duq.edu/u?/etd,197184.
Full textAbstract:
A review of current integrated marketing communication (IMC) literature indicates that IMC has swept the globe. IMC has become the normative marketing practice for organizations to promote their goods and services, as well as an increasingly popular area of academic study. At the same time, literature shows inconsistency in IMC's professional practice and academic instruction. An increasing number of IMC theorists suggest that “true” IMC involves reorienting an organization to become consumer-focused and responsive at every level. This broader vision for IMC points to the discipline's communicative underpinnings. It is dialogic, other-oriented and interpretive in nature, yet most organizations and academics that claim to practice and teach IMC treat it as a “simple managerial task”—mere tactical coordination of marketing elements (Schultz and Patti 75). This dissertation supplements current literature to establish IMC's rhetorical and philosophical roots and provides a perspective about how organizations can achieve greater communicative understanding with their stakeholders by considering IMC from a humanities and constructive hermeneutic standpoint. By understanding the discipline as humanistic and situated in lived practices, rhetorical and philosophical acumen becomes the missing link between tactical implementation and IMC's full potential. This praxis-oriented approach moves IMC beyond the limitations of the social sciences and into the philosophy of communication to offer better insight into how IMC is an interpretive encounter that demands attentiveness to and communicative engagement with the other.McAnulty College and Graduate School of Liberal Arts;
Communication and Rhetorical Studies
PhD;
Dissertation;
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Kondratenko, Maryna. "The use of pinterest in marketing communication." Master's thesis, 2016. http://hdl.handle.net/10400.14/21014.
Full textAbstract:
Businesses in order to stay in contact with customers utilize various communication channels. Due to the rise of informational technology and changes in marketing communication, integrated marketing communications (IMC) have emerged. Nowadays, the popularity of social media platforms as a key part of IMC is growing and evolving at a rapid pace. Hence, with using social media marketing companies obtain a powerful tool to establish close and personal relationships with customers. Especially, visual bookmarking platform Pinterest has gained a widespread popularity among shoppers, which therefore offers companies a potential channel to engage with their stakeholders. This research aims at exploring the reasons, a retail company uses Pinterest in marketing communication. In order to get a deep insight on the topic, a case study methodology was used, followed by an in-depth interview with Social Media Manager of online jewelry shop and visual analysis of Pinterest profile of the company. The findings suggest that Pinterest drives traffic to the websites and boosts sales. Although, there was no correlation between Pinterest marketing and increasing in brand awareness revealed, Pinterest is considered as an opportunity to create customers’ loyalty. By reviewing the literature and the analysis of the data gathered, recommendations and conclusions are drawn that would help understand how to make the usage of Pinterest effective and also gives insights into future research.Os negócios de modo a estarem em contacto com os clientes têm que utilizar vários canais de comunicação. Devido ao crescimento de tecnologias da informação e mudanças a nível de marketing da comunicação surgiu o marketing integrado das comunicações (em inglês recorrentemente abreviado para “IMC). Hoje em dia, a popularidade das plataformas dos mídias sociais como uma parte crucial do IMC está a crescer e a evoluir a um passo rápido. Daí, com o uso de campanhas de marketing de mídias sociais as companhias conseguem obter uma ferramente poderosa para estabelecer contacto e relações pessoais com os clientes. A plataforma de anotações visuais, Pinterest, conseguiu uma vasta popularidade entre consumidores, que por sua vez oferece às companhas um canal potencial de envolvimento com as partes interessadas. Esta pesquisa tem como objetivo a descoberta dos motivos que levam uma companhia de retalho a usar o Pinterest no seu marketing de comunicação. De modo a obter uma perspectiva densa sobre o tópico, a metolodia do caso de estudo foi abordada, seguida de uma entrevista densa com o gestor de mídias sociais de uma loja online de joelharia e uma análise visual do perfil no Pinterest da companhia. Os resultados sugerem que o Pinterest conduz tráfego aos websites e aumenta as vendas. No entanto, não há nenhuma correlação entre o marketing do Pinterest e um aumento de conhecimento da marca , que o Pinterest é considerado como uma oportunidade de criação de fidelização do cliente. São feitas recomendações e conclusões com o auxílio da revisão da literatura e análise dos dados adquiridos. Que ajudariam a uma melhor compreensão de um uso eficaz do Pinterest e conhecimento para pesquisa futura.
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Liu, Chung-Min, and 劉忠敏. "An Integrated Marketing Communication (IMC) Effect Study of Free On-line Game: Taking “Crazy Arcade” as an example." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/b57633.
Full textAbstract:
碩士銘傳大學
傳播管理研究所碩士在職專班
95
Free on-line games became a new trend in recent on-line game market. At 2006, more than 80% new-launched on-line games were free in Taiwan. Actually free on-line game is not absolute free. The users need to pay extra money to experience advanced game features. The game company needs not only to attract potential customers to play the game, but also to allure players keep on playing it and paying money for advanced entertainment. This study used questionnaire techniques, statistical analyses and applied integrated marketing communication (IMC) theories to analyze free on-line game marketing characteristics. Academically we outlined the characteristics of emerging free on-line game, and in field application we pointed out which IMC skills are more effective, providing the company for further IMC strategy modification. The object of the study is a free online game *Crazy Arcade*, We schemed integrated marketing and personal involvement evaluation questionnaire first, then through deep interview with Germania professionals we reached a consensus to modify the questionnaire fitting company’s requirements. At second stage we sampled questionnees from company’s user database, sent email invitation, and followed up through their customer relationship system. Finally through analysis result, we found the correlations between free online game shopping and integrated marketing, and provide an evidence-based case for academic and commercial use. In this study we found: 1.Free on-line game attracted new population of players who did not play on-line game before, such as junior high school and elementary school students. 2.There are two different goals for a free on-line game company – one is to attract people to play the game, and the other is to allure players to pay money for the game, which was not emphasized in previous IMC theories.
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Scriven, Theresea Charmaine. "Integrated marketing communication at Unisa : an evaluation of its publicity." Diss., 2000. http://hdl.handle.net/10500/17702.
Full textAbstract:
This study is a qualitative evaluation of generated and nongenerated publicity
using Unisa as a case study over a period of six months. The qualitative data
were quantified through the use of content analysis.
The study takes as its point of departure the importance of an integrated
marketing communication approach. It indicates how an integrated marketing
communication approach can secure that an organisation's publicity efforts
contribute effectively to its marketing objectives. In addition, it indicates that
an organisation can also deal with nongenerated, negative publicity much more
effectively within such an approach.
This study establishes that because Unisa did not adopt an integrated marketing
communication approach, it had a detrimental effect on its efforts to generate
publicity as well as on its efforts to deal with negative publicity. These findings
are discussed in terms of specific criteria for generated and nongenerated
publicity within an integrated marketing communication approach.Communication Science
M. A. (Communication)
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Yu-ting, Chen, and 陳鈺婷. "The Application of the Integrated Marketing Communication (IMC) to the Mobile Telecommunication Systems in Taiwan--A Case Study of the Fareastone Telecommunications Co. Ltd." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/48164253912798637613.
Full textAbstract:
碩士淡江大學
大眾傳播學系
88
.The IMC is one of the most interested subjects for the circles of academy and business in the communication at home and abroad in the nineties. Both circles consider that in the process of the competition in the market and the assimilation of products, the integrated messages from the receivers can help them to have market orientation in hand and to coincide with the trend of an epoch. The business circle of the communication in Taiwan is also sensitive to this trend, and tries to join this concept into the operation models of marketing communication in succession. This research first focuses on tracing and probing into the concept of the IMC, and then studies the service industry of the mobile telecommunication systems in Taiwan, and, moreover, uses the Fareastone Telecommunications Co. Ltd. as a case study. This research is to study how the IMC is recognized by and applied practically to the service industry of the mobile telecommunication systems in Taiwan. Besides, in view of some domestic and foreign studies about the concept of the IMC, this research deeply explores how the case enterprise builds and uses its database, how it undertakes the analysis of the consumers and the stakeholders, how it develops the best strategies of marketing communication for the consumers and the stakeholders, how it integrates and makes use of the tactics and tools of marketing communication, how it conveys messages to the outward in the tune of uniformity for coinciding with the IMC, and how the enterprise adjusts and adapts correspondingly its operation and structure. In addition, this research expects to set up a regulation model of the IMC that can be used in practice, and this model will be provided as reference for the business circle when the IMC is carried on. This research chooses the service industry of the mobile telecommunication systems as the case study mainly because of the characteristics of this kind of industry and its energetic performance in the past two years here in Taiwan. As for the standard of choosing a particular case, this research considers that an enterprise, which is familiar with and highly approves the concept of the IMC, which has excellent performance in actively making strategic policies in marketing communication, and which is willing to provide relevant information in coordination with this research, will take the priority over the others. This research is an elementary study of the IMC and proceeding with a case study. The case study is basically by means of explicit and thorough interviews with both the internal personnel of the enterprise and the scholars in the circle of marketing communication, and then tries to collect and analyze the primary and secondary materials from them. This research shows that the database is the central administration of the IMC. An enterprise should build up its database and statistically analyze the database regularly to get grip of the trend in the market and to be able to respond to the trend immediately. In addition to emphasizing the benefits to the consumers, the IMC should also analyze the stakeholders, and put the analysis into the IMC regulation model. When an enterprise is carrying out the IMC, it ought to establish an interdepartmental group for the IMC, which is able to communicate individually with every other department and is supported by all of the departments in the enterprise. Furthermore, when the enterprise is proceeding with the IMC, it should integrally make use of every possible tactics and tool of marketing communication, and deliver the messages to the outward in unanimity. This research also finds the operation ideas and mission should be regarded as the most fundamental principle when an enterprise is undertaking the IMC. Only when the core value and the position of an enterprise are definitely located, the enterprise can hand over the messages of communication identically. This research thinks that the ultimate goal of the IMC is to set up the brand equity and to maintain a long-run relationship with the customers. Nowadays, owing to the fierce competition among the service industry of the mobile telecommunication systems and the characteristics of the industry, enterprises of this industrial circle believe that founding the brand equity will be the key to the final victory.
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Wen-ChiaoSu and 蘇紋巧. "A Case Study on the IMC (Integrated Marketing Communications) and the Brand Strategy Practiced by Taiwan’s Health Food (dietary supplement) Industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/72739222185758362417.
Full textAbstract:
碩士國立成功大學
企業管理學系專班
98
The integrated marketing communication (IMC) was enthusiastically discussed and practiced by the marketing academia and the industries ever since 1990’s. The marketing promotions by many advertising firms and companies that sell consumer products often stressed the importance and applicability of integrated marketing or IMC. The most visible benefits of IMC are the creation of good brand images and the achievement of sales targets. IMC is not only a method of business planning and a mode of thinking, but it’s also system of successfully implementing the strategy of marketing communication. For the past few years, we saw great diversity in the marketing industry: direct marketing, event marketing, designs for sales promotions, among others; today, the biggest challenge is how to integrate all these various types of marketing methods/activities. This master thesis studied how Taiwan’s health food (dietary supplement) industry puts IMC into practice, and how they utilize IMC through integration of marketing means to increase company’s business sales by (i) enhancing the brand/product images, (ii) building up the good will by customers’ word of mouth, (iii) improving customer relationship by drawing the functions of the products closer to the needs of the customers, and (iv) strengthening the reliability/trustworthiness of the brand to the customers. Brand recognition will be a deciding factor in determining and shaping customers’ buying habit and market trend, this master thesis studied a case of one of the foods for specified health use (dietary supplement) in Taiwanese market in the hope of providing relevant Taiwanese industry a useful reference on the applicability of IMC to help the growth and success of their business.
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Hofrichter, Jannick. "In-company project: An integrated communication plan to increase the usage of the e-floater sharing service in Lisbon." Master's thesis, 2019. http://hdl.handle.net/10071/19880.
Full textAbstract:
This Master’s project is an in-company project about the micro mobility company Floatility
that offers an electric micro scooter sharing service with its three-wheeled e-floater. The
company figured out that most its e-floater trips were conducted by users who did three or
more trips. In order to address these regular users and trigger more trips by them, it needs an
effective integrated communication plan. As Floatility does not yet have a clear and structured
communication plan for these regular users, the objective of this Master’s project is to
develop an effective communication plan for the regular users of the e-floater sharing service
in Lisbon. The users with the most trips during the three-month pilot project in Lisbon
Carnide served as the target audience who were interviewed and surveyed in order to develop
an integrated communication plan. Firstly, a situation analysis has been done incorporating
the shared mobility market in Lisbon, Floatility’s competitors in Lisbon and the company’s efloater
including its plans for the Lisbon market. Next, the integrated communication plan has
been developed based on six steps proposed by Kotler and Armstrong (2012). They consist of
identifying the target audience, determining the communication objectives, designing a
message, choosing the right media, selecting the message source and collecting feedback from
the users. Having analysed the results of the primary research with the regular users of the
pilot project, eventually an implementation plan is recommended for Floatility’s operations in
the entire city of Lisbon.Este projeto de mestrado é um projeto in company sobre a empresa de micro mobilidade Floatility que oferece um serviço de partilha de micro scooter elétrico com o seu e-floater de três rodas. A empresa descobriu que a maioria das suas viagens de e-floater foram realizadas por utilizadores que fizeram três ou mais viagens. Para atender a esses usuários regulares e desencadear mais viagens por eles, é necessário um plano de comunicação integrado e eficaz. Como a Floatility ainda não tem um plano de comunicação claro e estruturado para estes utilizadores regulares, o objectivo deste projecto de mestrado é desenvolver um plano de comunicação eficaz para os utilizadores regulares do serviço e-floater sharing em Lisboa. Os utilizadores que fizeram mais viagens durante os três meses de projeto piloto no Polo de Carnide, em Lisboa, serviram de público alvo e foram entrevistados de forma a desenvolver um plano de comunicação integrado. Em primeiro lugar, foi feita uma análise da situação incorporando o mercado de mobilidade partilhada em Lisboa, os concorrentes da Floatility em Lisboa e o e-floater da empresa incluindo os seus planos para o mercado de Lisboa. Em seguida, o plano de comunicação integrada foi desenvolvido com base em seis etapas propostas por Kotler e Armstrong (2012). Consistem em identificar o público-alvo, determinar os objetivos de comunicação, desenhar uma mensagem, escolher o meio de comunicação adequado, selecionar a fonte da mensagem e recolher o feedback dos utilizadores. Tendo analisado os resultados da investigação primária com os utilizadores regulares do projecto-piloto, recomenda-se eventualmente um plano de implementação para as operações da Floatility em toda a cidade de Lisboa.
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Carolino, Francisca Maria Castro Lopes Rodrigues. "A comunicação integrada de marketing : um novo sentido para a comunicação da Maria Papoila." Master's thesis, 2014. http://hdl.handle.net/10400.14/15261.
Full textAbstract:
Na sociedade actual, caracterizada por mercados competitivos, por excesso de oferta
relativamente à procura, e por uma sobrecarga da informação em circulação e dos estímulos
comunicacionais, o papel da comunicação torna-se decisivo e imprescindível, pelo que
qualquer marca lhe deveria dedicar tempo e dinheiro. Num panorama mediático
multiplataforma e multitarefa, a uniformização de regras, comunicação e valores são também
preocupações a ter em conta por forma a garantir a coerência em todas as peças de
comunicação.
Este relatório debruça-se sobre a exploração do conceito de comunicação integrada de
marketing (CIM), bem como sobre a importância do seu planeamento estratégico com o
intuito de providenciar clareza, coerência e impacto por meio de mensagens integradas.
A falta de planeamento estratégico por parte da marca em estudo e a falta de clareza e
coesão das mensagens comunicadas conduziu à elaboração do relatório com este formato com
o intuito de aprofundar o desenvolvimento de um plano de comunicação numa perspectiva
integrada, respondendo assim a uma necessidade fundamental da organização que acolheu o
estágio. Deste modo, foram delineadas estratégias e tácticas que pretendem não só catalisar
uma mudança de atitude, mas também demonstrar um novo sentido de comunicação,
integrado, transformando o que até agora é apenas o nome de uma empresa numa marca
corporate com reputação com um posicionamento claro e uma reputação positiva.In today's society, characterized by competitive markets, by excess supply over demand, and an overload of information in circulation and communication stimuli, the role of communication becomes crucial and essential in a way that any brand should devote it time and money. In a multiplatform and multitasking media landscape, the standardization of rules, communication and values are also concerns to be taken into account as a way to ensure consistency in all communication pieces. This report focuses on the exploration of the concept of integrated marketing communication (IMC) as well as on the importance of its strategic planning in order to provide clarity, consistency and impact through integrated messaging. The lack of strategic planning by the brand under study and the lack of clarity and cohesion of its communicated messages led to the elaboration of the report in this format in order to further develop a communication plan with an integrated perspective, as a response to a critical need of the organization that hosted the internship. Thus, strategies and tactics were outlined aiming not only to catalyze a change of attitude, but also to demonstrate a new sense of communication, integrated, transforming what so far is just the name of a company to a corporate brand, with a reputation, a clear positioning and a positive reputation.
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Lemos, André Miguel Fonseca. "Optimizing multi-channel use in digital marketing campaigns." Master's thesis, 2015. http://hdl.handle.net/10400.14/17115.
Full textAbstract:
Digital marketing has been gaining importance in the last years. It has become an easier, faster and more accountable way to reach customers than traditional, offline marketing, leading to more effective results and lower campaign costs. In digital marketing, the need to constantly reach large audiences is met by integrating online communication channels, as this increases customer touch points and ad exposures. It becomes thus important to know which channels perform better, individually or in combination with each other and traditional media. This dissertation evaluates the performance of different online advertising channels, including email (old/new formats), display (customary and social media formats) and search engine marketing (SEM), within a single, multi-channel campaign conducted in Portugal in 2014 for a large FMCG brand. First, the effectiveness and efficiency of different channels were statistically compared, and related to international benchmarks. Then, linear regression models were ran to estimate the effect of single and multiple channel use on campaign performance metrics. Results showed that classic email formats performed the best in terms of conversion rates, profit and ROI, whereas social media display ads performed the worst. Meanwhile, the use of SEM and new email formats did not improve campaign performance. It was possible to conclude that pre-defining and aligning campaign goals between agencies and advertisers is the key to optimize multi-channel use in digital marketing, as well as past experience with different channels.mais fácil, mais rápida e mais responsável para atingir os clientes que o marketing offline tradicional, levando a resultados mais eficazes e os custos de campanha inferiores. Em marketing digital, a necessidade de alcançar grandes audiências é cumprida por meio da integração de canais de comunicação on-line, pois isso aumenta os pontos de contacto com o cliente. Torna-se assim importante saber quais os canais que geram melhor desempenho, individualmente ou em combinação. Esta dissertação avalia o desempenho dos diferentes canais de publicidade on-line, incluindo e-mail (velho / novo formatos), display (formatos de media habitual e social) e search engine marketing (SEM), dentro de uma campanha multicanal realizada em Portugal em 2014 para uma grande marca FMCG. Em primeiro lugar, a eficácia e eficiência de diferentes canais foram comparados estatisticamente, e relacionado com benchmarks internacionais. Então, modelos de regressão linear foram feitos para estimar o efeito do uso único e múltiplo de canais, em métricas de desempenho da campanha. Os resultados mostraram que os formatos de e-mail clássicos tiveram o melhor desempenho em termos de taxas de conversão, lucro e ROI, enquanto os anúncios de exibição de media social realizada pelo pior. Enquanto isso, o uso de SEM e novos formatos de e-mail não melhorou o desempenho da campanha. Foi possível concluir que a pré-definição e alinhamento das metas de campanha entre agências e anunciantes é a chave para otimizar o uso de multicanal em marketing digital, bem como a experiência passada com diferentes canais.
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Lindsay, Cabe Erin. "Big idea patterns of the advertising creative process." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-2651.
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The analysis of creative processes reveals that there are behaviors, techniques, and resources that have proven to be indispensable when embraced by advertising creatives in order to achieve big ideas. There are specific behaviors that clearly define successful creatives, and there are techniques and resources that creatives commonly use to arrive at big ideas. Some of these behaviors, techniques, and resources are well-known and time-tested, while others are proposed here for the first time, backed by research. This report aims to improve the productivity of creativity.text
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YANG, CHING-JU, and 楊靜如. "Integrated Marketing Communication of NPOs." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/b2agbg.
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碩士國立中山大學
企業管理學系研究所
96
Keen competitions have made non-profit organizations (NPOs) harder to survive. For the sake of acquiring sufficient resources, more and more NPOs operate like firms. They utilize commercial business models to obtain sufficient capital in order to achieve organizations’ objectives. It is crucial for NPOs to serve marketing methods to grab attentions and enhance sales during the process of commercialization. Yet literally few papers have discussed the role of integrated marketing in the realm of NPOs, let alone studies on temples. This thesis aims at using case method to understand how temples use integrated marketing tools and to provide suggestions in order to enhance the operation of temples and local economy while achieving long-run sustainability. This research serves integrated marketing concepts as the theme and used case methods to discuss on how temples use integrated marketing tools and strategies. This study has also formed a performance model on evaluating NPOs’ integrated marketing efforts. Situation analyses, current status examination and suggestions to the underlying temple are also provided in this thesis for the sake of enhancing sustainability of the NPOs.
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Shen, Jung-Hua, and 沈榮華. "The integrated marketing communication in Multi-Level Marketing." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/68330323236411234170.
Full textAbstract:
碩士國立中山大學
企業管理學系研究所
90
The main purpose of the integrated marketing communication is to consolidate various marketing modes, to provide customers and prospects with clear and consistent information, and to bring the most benefits of communications. In these years, the direct-selling businesses have stepped on the right track, and have expelled the illegal or weak brands from this market. The existing companies and products are with competition-advantageous brands in the MLM market. The integrated marketing communications are becoming more important as it makes the customers focus on the uniqueness of the products and buy the products. This study discovers that the Bionatural (百內爾) Co. has achieved the merits of delivering clear and consistent image and information in using integrated marketing communication. It is in an advantageous position in the niche market that the Bionatural (百內爾) Co. held the rights of selling high-tech products in the 21st century. The purpose of multi-level marketing is the personnel marketing. It is using the principle of multiple markets and through the sharing power of customers’ public praise in nice response, to set up a large selling system, and to let these customers obtain rational rewards. So it is not like any traditional companies using stores to sell their products. With fully utilizing communication tools, besides the traditional communication model of one-to-one, every direct selling co. in this study has used TV, newspapers, broadcast, magazines, and network to shape a clear image. This study provides 6 items of suggestion for the direct selling co. in the planning of integrated marketing communications: 1. Attach importance to the integrated marketing communications for companies and sellers synchronously. 2. Grasp the market’s changes and trends. 3. Operate with the emphasis on major customers. 4. Focus on every opportunity where the brand comes to interface. 5. Utilize the various tools of communications to result in a better reword plan. 6. Incorporate network marketing resources to enhance the image of direct selling co.
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LIN, LI-FU, and 林立夫. "APPLICATION ON INTEGRATED MARKETING COMMUNICATION MODEL." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/14575839668195236801.
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碩士國立臺北大學
企業管理學系
91
Since Professor Don E Schultz initiated the concept of integrated marketing communication, it earned a lot of discussion and application. In Taiwan, recreation vehicles are getting more market share because of the change of life style. Automobile companies use more marketing channels and media to promote their products. The purpose of this research is to understand the application of IMC model on Sport Utility Vehicle products. The research is a qualitative case study on SUV products, using modified IMC model from former researchers’ analytical framework, such as Belch & Belch’s concept of marketing planning process, Burnett & Moriarty’s marketing mix elements: Product, Price, Place, marketing communication, Schultz’s database marketing and Duncan’s view point of stakeholders. According to those opinions, the research created a modified IMC model to analyze the marketing plan and activities of SUV products. After the qualitative analysis of the specified case, the researcher delivered the feasible IMC model and got the conclusion as below: the design of marketing organization will affect the IMC efficiency and effectiveness; IMC must start with customers; concern all related stakeholders; use cross marketing channels and media, speak with one voice to achieve the synergy. He also gave some suggestions: create a high level position of IMC function; spend more budget on Internet marketing campaign; more interaction with general motorcade.
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LI, DING, and 丁立. "Recruitment sites of Integrated Marketing Communication Strategy." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/33941031353824016347.
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碩士中國文化大學
新聞研究所
98
Arrival of cybertimes, because popularization its take and person who live, influence enterprise seek talents with change , job hunter of application way, utilize manpower intermediary website divided by let enterprise can is it ask source just to expand, let job hunter can through intermediary website fast convenient to browse through numerous duty of enterprise scarce manpower too, under this development, demand and proportion used present the growth by a wide margin . Just enterprises and job hunter favor in order to be asked, can see intermediary's websites of manpower using various kinds of medias (the TV , broadcast , network , magazine) come to go on 「Integrated Marketing Communication」(IMC), propagate one's own brand, the database that hunt for a job in order to attract user's log-in, database that and just invite the manufacturer to join. This research is regarded as case study with 104 manpower banks , 1111 manpower banks , yes123 job hunting network and 518 manpower banks, the database of travelling is used , on sale throughout tactics and media tool to combine using , interests relation people and benefit to assess etc. and face from combine marketing, understand that intermediary's websites of manpower combine marketing and propagate the tactics pract ice , obtain the conclusion by way of building and constructing . Can learn with case analysis and depth interview result this time, combining marketing can offer manpower occupation rate of market of intermediary's website , important marketing conduct channelling to propagate into the resume and increasing website's flow, the company should use the database properly , propagate the tactics in order to develop effective merger marketing under the limited budget, under the circumstances that flat and specialized marketing is organized , combine application of all kinds of media tools, can reach the best comprehensive result of tactic marketing , in addition, establish the interests and concern communicative channels of people in pluralism, train and keep the long-term relation, in order to improve the corporate image , the end, should use and face more performances and assess the way , by way of according with the best tactic marketing of the company in development. Is it is it let manpower intermediary website among combining Red Sea to on sale throughout circulation way to hope to that is to say, the threat of knowing the external environment is clicked, with websites' best favourable basic point. The researcher in the future observes the intermediary bank of manpower sustainably and develops , passes through and studies or deepens the discussion further to this research conclusion .
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Lin, I. Piao, and 林宜標. "Allied strategy of integrated marketing communication in exhibitions." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/95436648305417677408.
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碩士國立政治大學
經營管理碩士學程(EMBA)
97
The large-scaled cultural exhibition market in Taiwan has enjoyed a boom since the 1990’s. Successful mega exhibitions lasting three months in average require the investment of large amount of manpower, funds and promotion. Usually, the public museums own the know-how to plan and execute cultural exhibitions. However, public museums in Taiwan have failed to hold these events due to the lack of budget and channels of promotion. One specific phenomenon has appeared -the media involvement. Print media with two advantages- sufficient funds and promotion tools, have gradually devoted themselves into the mega cultural exhibition market. Among all the media, United Daily News Group (Udngroup) and China Times Group are the most well- known. The cooperation between the print media and museums created the chance to bring the world famous artistic master pieces and the legacies of ancient civilizations to the general public in Taiwan. Many of these exhibitions attracted several hundred thousands of people. It has been found that many people who do not fit the profile of “museum-goers” had been influenced by the popularity of some cultural exhibitions and were willing to-join the events. However, many relevant researches had judged that the investments of the media on the cultural exhibitions are mostly based on commercial considerations. By the case of “The Ancient Egyptian Art from Musée du Louvre” exhibition holding by Udngroup in National Science and Technology museum from 2000 to 2004, this research illustrates the thinking pattern of the organizers and the integrated marketing operation. Furthermore, this research elaborates whether the involvement of the media has more pros than cons to the museums, the general public, visitors, and the exhibition itself. Following are questions of this research : 1. For the organizers (museums or the media), the major objective of holding mega cultural exhibitions is to attract visitors and build up positive images. The question is whether those two objectives can be actually achieved by the operation of integrated marketing communication. 2. When promoting intangible products, such as short-term exhibitions, it is essential to transfer the non-quantitative and intangible cultural concept into certain “brand image” in order to communicate with consumers more effectively. This research illustrates how to manage this process by using integrated marketing communication strategies. 3. Mega exhibitions are usually criticized because organizers tend to focus more on commercial benefits than cultural values. This research attempts to assess that via integrated marketing communication, whether it is possible to benefit organizers with financial earnings, visitors with cultural satisfactions, and the general public as a whole at the same time and create an all-win situation. Following are findings of this research : 1. In terms of attracting more visitors, to promote intensively by the media with more lively marketing strategies is proved effective. The evidence is that successful exhibitions in past decades were all involved with the media. In terms of building positive images, organizations holding exhibitions frequently have set up the strong brand authorities due to the recognition of the general public. 2. Strong cultural features of ancient civilizations, plus people’s basic knowledge deriving from the education since their childhood have made it easier to promote cultural events. With the markup of the intensive promotion of the media, brand images of exhibitions are built up quickly. 3. The plan and execution of mega cultural exhibitions frequently require large amount of funds, usually more the ten million NT dollars. The budget distributed by the government to the museum can’t afford to hold these exhibitions. The media are profitable organizations with sufficient funds and the know-how in marketing and promotions. The cooperation pattern between museums and the media have resulted in more successful events with numerous visitors. It can be concluded that this pattern has created the all-win situation which has benefited organizers with financial earnings, visitors with cultural satisfactions, and the general public as a whole at the same time. This research paper includes five chapters. The first chapter is the introduction, demonstrating the research motivation, research background, questions, structure, and limitations. The second chapter is the literature review collecting and critically analyzing the theories relevant to “mega exhibitions”, “museums marketing”, “cooperation between the media and the museums”, and the international and domestic researches on integrated marketing communication. The third chapter is the research methodology. This research adopts research methods including case study, interview, and secondary data analysis. Important concepts are also demonstrated with clear flow charts. The forth chapter is the case study in depth. The chosen topic is “The Ancient Egyptian Art from Musée du Louvre” exhibition holding by Udngroup in Taipei. The fifth chapter includes the conclusions and recommendations. This chapter presents the findings of the research and recommendations to organizers- both the media and the museum, and the future researcher. Keywords: Cultural exhibitions, integrated marketing, media, museum.
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Antão, Raquel Rodrigues. "An integrated communication plan for herdade dos Arrochais." Master's thesis, 2013. http://hdl.handle.net/10071/6941.
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Projectpresente tese de mestrado é um projecto-empresa em cooperação com a Herdade dos Arrochais, uma empresa produtora de vinhos Alentejanos, com localização na Amareleja (Alentejo), cujo reconhecimento por parte dos consumidores é reduzido embora os seus vinhos tenham um grande potencial. Após a identificação do problema, foi analisada toda a envolvente macro-económica, o sector, a concorrência e o consumidor por forma a identificar as oportunidades existentes. Foi igualmente efetuada uma análise interna, que permitiu a identificação das principais lacunas da empresa, e uma revisão de literatura e uma revisão de literatura que permitiu enquadrar os principais conceitos teóricos que estão na base deste projeto. Apesar da atual crise económica, os portugueses continuam a ser dos maiores consumidores de vinho do Mundo, pelo que o problema que se verifica está relacionado com a falta de reconhecimento da marca. A solução encontrada para aumentar o valor e a notoriedade da marca, conquistando clientes e aumentando as vendas, foi um plano de comunicação integrada. Assim, foi elaborado um plano com especial enfoque na proposta de comunicação através da criação de um Website, com o intuito também de melhorar a distribuição. A proposta realizada resultou no desenvolvimento de ideias e ações, reforçando os principais pontos fortes encontrados e criando novas vantagens competitivas, sem esquecer as limitações monetárias da empresa, bem como a concorrência.
The present masters’ thesis is a company project with the cooperation of Herdade dos Arrochais, a wine producer in Alentejo, situated in Amareleja (Eastern Alentejo). Although these wines have great potential, they are not very well known amongst consumers. Once the problem was defined, the macroeconomics environment, the sector, the competitors and the consumers were analysed, in order to identify existing opportunities. An internal analysis was also carried out which helped to determine the company’s main shortfalls, and the literature review that allowed to frame the main theoretical concepts which are the bases of this project. Despite the present economic crises, Portuguese people continue to be one of the major wine consumers in the world. However, the problem that arises has to do with the lack of brand awareness. The solution to the problem is a plan for integrated communication, to enhance the value and prestige of the brand, gain new customers, increase the consumer pool and boost sales. The main emphasis was on a communication proposal plan that focused on the creation of a website, but also with the intention of improving distribution. The proposal resulted in the development of ideas and actions, as well as reinforcing the principal strengths of the business, creating new competitive advantages but bearing in mind the monetary limitations of the company and not forgetting about other competitors in the marketplace.