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Šķiltere, Daina, and Santa Bormane. "CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 25, 2018): 478. http://dx.doi.org/10.17770/sie2018vol1.3406.
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Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.
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Finne, Åke, and Christian Grönroos. "Communication-in-use: customer-integrated marketing communication." European Journal of Marketing 51, no. 3 (April 10, 2017): 445–63. http://dx.doi.org/10.1108/ejm-08-2015-0553.
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Purpose This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem. Design/methodology/approach After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use. Findings A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to. Research limitations/implications The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research. Practical implications CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication. Originality/value The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.
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Dahl, Stephan, Lynne Eagle, and David Low. "Integrated marketing communications and social marketing." Journal of Social Marketing 5, no. 3 (July 13, 2015): 226–40. http://dx.doi.org/10.1108/jsocm-07-2012-0031.
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Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.
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Turner, Paul. "Implementing integrated marketing communications (IMC) through major event ambassadors." European Journal of Marketing 51, no. 3 (April 10, 2017): 605–26. http://dx.doi.org/10.1108/ejm-09-2015-0631.
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Purpose This paper aims to identify how integrated marketing communications (IMC) was applied to a major multi-cultural sporting event, the Asian Cup 2015, through event ambassadors integrating the Kliatchko (2008) four-pillars model of IMC. Design/methodology/approach Semi-structured interviews were conducted with 14 people involved with the event, with questions designed to ascertain ways in which the multicultural communication occurred. Findings The four-pillars model is applicable in this case. Interviews identified that while the cultural and football issues being faced by the organisers introduced many challenges, ambassador communication proved to be an extremely effective process of IMC. The integration of ambassador communications overcame many cultural barriers with respect to language, ticketing and communication, enabling engagement of communication channels. Research limitations/implications This research addressed a specific multicultural event in one specific market. While providing insights into how this event managed its IMC programme, investigation into other events is required to identify whether similar results would apply. Practical implications The way in which the event incorporated community members into the IMC programme provides a strong opportunity to examine whether this approach could be applied by marketing managers more broadly. Originality/value An examination of the IMC conducted in conjunction with a major event has not featured previously, and the original way in which this event conducted its communications highlights aspects that are relevant to marketers in all organisations.
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Prayitno, Sunarto. "Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital." CoverAge: Journal of Strategic Communication 12, no. 1 (September 16, 2021): 27–39. http://dx.doi.org/10.35814/coverage.v12i1.2152.
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The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.
Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.
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Rismayanti, Rebekka. "Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi." Jurnal ILMU KOMUNIKASI 13, no. 2 (January 20, 2017): 253. http://dx.doi.org/10.24002/jik.v13i2.835.
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Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran
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Manser Payne, Elizabeth, James W. Peltier, and Victor A. Barger. "Omni-channel marketing, integrated marketing communications and consumer engagement." Journal of Research in Interactive Marketing 11, no. 2 (June 12, 2017): 185–97. http://dx.doi.org/10.1108/jrim-08-2016-0091.
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Purpose In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research. Design/methodology/approach The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity. Findings Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts. Practical implications The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships. Originality/value The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.
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Bruhn, Manfred, and Stefanie Schnebelen. "Integrated marketing communication – from an instrumental to a customer-centric perspective." European Journal of Marketing 51, no. 3 (April 10, 2017): 464–89. http://dx.doi.org/10.1108/ejm-08-2015-0591.
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Purpose Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The purpose of the present paper is to undertake a first step to close this gap by proposing thought-provoking impulses for customer-centric IMC. This is done by discussing central premises of customer-centric IMC in terms of the changed conditions on the media markets, its challenges and principles and its implementation issues. Design/methodology/approach The paper provides a conceptual approach to customer-centric IMC by deriving new lines of thinking from a review of existing literature relating to the concept of IMC. Findings The paper positions customer-centric IMC as an important advancement of IMC. It shows that the most important new lines of thinking which could be adopted as strategic components of customer-centric IMC are relationship orientation, content orientation and process orientation. The paper thus suggests that customer-centric IMC is a balancing act between a company’s own branding activities and the integration of customer-centered issues. Originality/value The originality of this paper resides in a detailed conceptual discussion of new insights into a customer-centric IMC. In contrast to existing work on IMC, this paper threads together the existing perspectives on IMC (inside-out and outside-in) to highlight the potential role of IMC in the era of social media (customer-centric IMC) by adding an outside-out view to the concept of IMC.
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Azizan, Muhammad Hafiz, Nabsiah Abdul Wahid, and Ismail Abustan. "Integrated Marketing Communication: Environmental Information Leads Stewardship." Advanced Science Letters 21, no. 4 (April 1, 2015): 933–36. http://dx.doi.org/10.1166/asl.2015.5939.
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The integration of marketing communication channel has provided environmental information in various aspects of learning. As practiced in the last 20 years, where marketing functions has moved from theory to practice. Therefore, the environmental education (EE) tackles environmental degradation issue today by ensuring relevant, specific knowledge is passed on to, and acted upon by targeted groups in the community like youth. Integrated media is a convenience channel of an EE creativity to inject the element of effective communication in learning experience for youth while integrated marketing communication (IMC) try to gain their attention, interest, desire and action (AIDA) on environmental issues. The literature identified exposures to various kind of integration in marketing communication have developed their consumer behavioural characteristics and attitude. This study investigates whether youth aged between 15-21 years old show different AIDA perceptions in environmental stewardship (ES). Survey respondents consist of 51 secondary school (15-17 years old) and 30 higher institution (18-20 years old) students who participated in a Kem Pemimpin Muda Perihatin Air Kebangsaan 2014 (KPMPAK ’14) organised by Department of Irrigation and Drainage (DID) Malaysia and UNESCO-IHP Malaysia to capture youth perception on EE program on media. IMC is an effective way of EE method as it managed to gain youth attention, interest, desire and action irrespective of their understanding. The findings provide an insight on youth behaviour when capturing information from EE marketing communication delivered via IMC.
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Komala, Cucu. "Integrated Marketing Communication (IMC) Perspfektif Etika Bisnis Islam." Khazanah Sosial 2, no. 2 (August 11, 2020): 57–62. http://dx.doi.org/10.15575/ks.v2i2.7910.
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Tujuan penulisan artikel ini adalah ingin mengetahui Integrated marketing communication (IMC) berdasarkan etika Islam. Etika Islam yang dimaksud berdasarkan etika yang dicontohkan Rasulullah SAW. Studi ini berpendapat bahwa Islam menawarkan paradigma paralel dalam menjalankan bisnis dan mengusulkan seperangkat prinsip yang berbeda yang dapat mengkonseptualisasikan bidang pemasaran dengan caranya sendiri. Metode penelitian ini merupakan metode kualitatif deskriptif dengan pendekatan studi literatur bersumber dari jurnal, artikel dan sumber lainnya. Keberhasilan Rasulullah dalam berbisnis merupakan prototipe dalam berbisnis. Kunci dari bisnis Rasulullah berpangkal pada membangun komunikasi yang baik dengan konsumen mengedepankan nilai-nilai Islam pada pengenalan produk, harga, promosi dan tempat seperti kejujuran, amanah, adil, menjungjung tinggi hak konsumen sebagai pembeli produk. Kejujuran merupakan modal penting, apa yang dipromosikan harus sesuai dengan barang yang disajikan dengan kontrol harga tidak boleh berlebihan, dan penetapan harga dilarang.
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Porcu, Lucia, Salvador Del Barrio-García, and Philip J. Kitchen. "Measuring integrated marketing communication by taking a broad organisational approach." European Journal of Marketing 51, no. 3 (April 10, 2017): 692–718. http://dx.doi.org/10.1108/ejm-08-2015-0587.
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Purpose The purpose of this research is twofold: first, to conceptualise integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to empirically develop and validate a new measurement scale to assess firm-wide IMC. Design/methodology/approach This paper is based on a multistage research design adopting qualitative and quantitative approaches. First, a comprehensive literature review and a two-round Delphi study served as the primary basis for the development of the IMC theoretical framework, including generation of items and content validation. Second, a pilot study (n = 39) enabled us to purify the measurement tool. Third, the data gathered via an online survey conducted among CEOs and other senior managers (n = 180) led to empirical validation of the proposed firm-wide IMC scale applying second-order confirmatory factor and structural equation modelling analyses. Findings This research produced the firm-wide IMC scale, a 25-item Likert-format measure exhibiting adequate dimensionality, reliability and construct (convergent, discriminant and nomological) validity. Originality/value The need for a more holistic approach emerged from both the academic literature and the professional arena. However, even very recent attempts to measure integration have involved the adoption of a narrow marketing communications-centred approach. Thus, the value and uniqueness of this paper lies in its novel definition of IMC as a four-dimensional construct and the development of a theoretically consistent, valid and reliable measurement tool for the assessment of integration based on a firm-wide organisational approach.
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Kitchen, Philip J., and Inga Burgmann. "Integrated marketing communication: making it work at a strategic level." Journal of Business Strategy 36, no. 4 (July 20, 2015): 34–39. http://dx.doi.org/10.1108/jbs-05-2014-0052.
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Purpose – The purpose of this paper is to describe, review and critique the concept of integrated marketing communications (IMCs) and to suggest ways forward conceptually and managerially. Design/methodology/approach – This paper critically reviews the emergence, growth and current status of IMC. Findings – As the authors consider IMC diffusion in business practice, its generic acceptance in terms of theory and obstacles or difficulties standing in the way of further developments, this leads to positioning IMC more ably, strengthening its theoretical foundations, critiquing its contribution so far and assessing conceptual and managerial issues. Research limitations/implications – As a critical review, the authors draw upon data from wide variety of academic IMC research. However, there is an identifiable specific need for in-company empirical research. Practical implications – Where IMC is applied in a strategic way, with a view to creating synergy among the different marketing communication elements to achieve short- and long-term returns, the approach can be and is associated with greater consistency among messages and functions, and leads to cost savings, easier working relations between different departments, better utilisation of media and promotional mix elements, together with greater efficiency and enhanced returns. Originality/value – The value of the paper lies in its detailed review of the literature, IMC’s significance in terms of conceptualisation and business practice, and underlines the need for further in-company research.
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Wardani, Surti, and Arif Siaha Widodo. "Upaya Meningkatan Publisitas Melalui Model Integrated Marketing Comunication Pada Sebuah Rumah Sakit Swasta di Tangerang Selatan." Jurnal Pemasaran Kompetitif 3, no. 2 (February 19, 2020): 48. http://dx.doi.org/10.32493/jpkpk.v3i2.4460.
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There are two Hermina Hospitals in South Tangerang. Although they have implemented a marketing communication strategy but not the Integrated Marketing Communication (IMC) model. This research aims to describe the marketing communication strategy used by the Hermina Hospital in South Tengerang. The focus of this research is on how marketing communication is available at the two Hermina Hospitals in making marketing communication models so that the services delivered are integrated. The method of this research is descriptive qualitative by observing the public. Data obtained by interviewing informants. The selection of research informants was by using purposive sampling method to obtain information about tyhe characteristics of the hospital service user community. The results of the study produced an integrated marketing communication model can be used as a basis for making policies in increasing hospital publicity.Keywords: Strategy, Model, Integrated Marketing Communication (IMC).
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Ots, Mart, and Gergely Nyilasy. "Just doing it: theorising integrated marketing communications (IMC) practices." European Journal of Marketing 51, no. 3 (April 10, 2017): 490–510. http://dx.doi.org/10.1108/ejm-08-2015-0595.
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Purpose This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means “to do” IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Design/methodology/approach The paper introduces practice theory as a lens through which to study and analyse IMC practices. Using qualitative coding and interpretative analysis, the framework was operationalised and applied to a two-year organisational ethnography encompassing IMC planning activities in at a leading Swedish retailer. Findings Findings demonstrate how practitioners develop explicit and implicit strategies to enact strategic integration. The study conceptualises IMC as a set of interrelated practices, or routinised behaviours, which are repeated and organised by some social or formal rules and conventions. In the ethnographic context of the study, “IMC as practice” is exhibited in the forms of routines, material set-ups, rules and procedures, cultural templates and teleoaffective structures. Originality/value The paper proposes a novel set of theoretical and methodological tools that can be used to understand how IMC lives as a set of practices inside organisations. It specifically conceptualises the link between mental and objectified, materialised and routinised activities that has previously been escaping the sphere of theorisation. By creating language and tools to capture hitherto unmodellable phenomena, the paper opens many new avenues for future research.
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Jiang, Mengyin. "위쳇 공식계정을 통한 관광목적지 IMC 사례연구." Journal of Tourism Management Research 23, no. 4 (July 31, 2019): 425–48. http://dx.doi.org/10.18604/tmro.2019.23.4.20.
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Bormane, Santa. "INTEGRATED MARKETING COMMUNICATIONS IN SUSTAINABLE BUSINESS." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 25, 2018): 80. http://dx.doi.org/10.17770/sie2018vol1.3405.
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Business sustainability hinges on authorities’ action, cooperation and willingness to protect nature and natural resources, but they also have to meet the economic needs and cultivate the economic opportunities, whilst also satisfying the social needs and building a fair relationship among the different social groups. One of the ways to develop a sustainable business is integrated marketing communications. When using integrated marketing communications, businesses – notably food producers and retailers – need to focus on the education of consumers, the ecological performance and impact of products on the environment and human health, thus contributing to a sustainable development of Latvia’s economy overall. The aim of the research is to evaluate the prospects of development of Latvian food retail chains through the use of integrated marketing communication tools for sustainable business. The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, the subject being Latvian food retail chains, with leading specialists from all Latvian food retail chains surveyed. The research confirmed the hypothesis of the positive influence of the use of IMC tools for sustainability upon demand at Latvian food retail chains, its contribution to the formation of public opinion on the importance of preservation of the environment, the enhancement of consumer awareness, the promotion of corporate social responsibility for consumer health, ecological products overall, and the role and contribution of a green economy to a sustainable development of the national economy as a whole. The author has defined IMC for sustainability, developed and classified IMC tools for sustainability, and drawn up an IMC model for sustainability. The results of the research are of both theoretical and practical value.
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Faizah, Nur, and Sokhi Huda. "Strategi Integrated Marketing Communication Produk The Red Ginger Al-Ghozali di Tambak dalam Baru Surabaya." Jurnal Ilmu Komunikasi 9, no. 2 (October 5, 2019): 162–79. http://dx.doi.org/10.15642/jik.2019.9.2.162-179.
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This study examines the Integrated Marketing Communications (IMC) strategy carried out by Ustadh Al-Ghozali in marketing the red ginger products. IMC strategy plays an important role in the advancement and development of the Home industry. The purpose of this study was to identify the IMC strategy proposed by Al-Ghozali in marketing the red ginger products and to teach this research using a qualitative-descriptive approach with a Marketing Mix theory perspective. The results of this study describe that the IMC strategy carried out by Al-Ghozali includes two stages, namely planning and implementation. In these two stages he employs a strategy of advertising, direct marketing, direct promotion, personal selling, and public relations. The factors that support the success of the IMC strategy are the role of social media and the involvement of resellers. IMC strategy is implemented optimally. Although there are several constrained aspects, there are quite a lot of consumers, especially those in the shop who have collaborated
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Husnita. "INTEGRATED MARKETING COMMUNICATION (IMC) SEBAGAI STRATEGI PENGUATAN DISTRIBUSI PRODUK." Mediakom : Jurnal Ilmu Komunikasi 3, no. 1 (2019): 51–66. http://dx.doi.org/10.35760/mkm.2019.v3i1.1982.
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Penelitian ini bertujuan untuk (1) Mengetahui besarnya pengaruh kemitraan distributor melalui pembinaan Telkomsel dalam memasarkan produk Telkomsel di Branch Bandung. (2) Mengetahui besarnya pengaruh kemitraan distributor terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung. (3) Mengetahui besarnya pengaruh pembinaan Telkomsel terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung. (4) Mengetahui besarnya pengaruh kemitraan distributor melalui pembinaan Telkomsel terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung. Metode penelitian ini menggunakan metode survei eksplanatori yaitu suatu penelitian yang mempunyai tujuan untuk menguji hipotesis yang menyatakan hubungan sebab akibat antara dua variabel atau lebih dengan bias yang kecil dan meningkatkan kepercayaan. Populasi untuk penelitian ini adalah tenaga Sales Force yang dimiliki oleh mitra distributor di Branch Bandung. Teknik sampling dalam penelitian ini adalah cluster random sampling dengan ukuran sampel 121 responden yang terdiri 51 responden dari PT. Agrabudi yang terdapat pada cluster Sumedang dan 70 responden dari PT. Suryalaya yang terdapat pada cluster Bandung Inner 2. Hasil Penelitian ini menunjukan bahwa (1) Kemitraan distributor memiliki pengaruh yang signifikan terhadap pembinaan Telkomsel dalam memasarkan produk Telkomsel di Branch Bandung. (2) Kemitraan distributor memiliki pengaruh yang signifikan terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung. (3) Pembinaan Telkomsel memiliki pengaruh yang signifikan terhadap produktivitas kersa sales force dalam memasarkan produk Telkomsel di Branch Bandung. (4) Kemitraan distributor dan pembinaan Telkomsel berpengaruh terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung.
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Ratnatunga, Janek, and Michael T. Ewing. "THE BRAND CAPABILITY VALUE OF INTEGRATED MARKETING COMMUNICATION (IMC)." Journal of Advertising 34, no. 4 (December 2005): 25–40. http://dx.doi.org/10.1080/00913367.2005.10639214.
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Isharyadi, Isharyadi, Firman Kurniawan, Irwansyah Irwansyah, and Poppy Ruliana. "INTEGRATED MARKETING COMMUNICATION SEKOLAH TINGGI DESAIN INTERSTUDI SEBAGAI STRATEGI KELUAR DARI KRISIS." Communicare : Journal of Communication Studies 6, no. 1 (August 6, 2019): 23. http://dx.doi.org/10.37535/101006120192.
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This study aims to find out how Integrated Marketing Communication (IMC) is a strategy out of crisis? The analysis of this study focuses on how Integrated Marketing Communication becomes a strategy out of crisis, using planning-planning, organizing, activating, and monitoring methods that are carried out to determine and achieve targets According to George R. Terry (Terry, 1957). Through case studies and data collection techniques in the form of interviews, it is known that IMC can overcome and even exclude organizations from crises, besides being able to improve the image also has an impact on increasing student acceptance. The conclusion of this study shows that the existence of IMC activities carried out separately, although it does not have an impact on new student admissions, this strategy is able to make STDI out of crisis, IMC strategies can be a different approach for crisis-affected organizations, improving the image positive and increase public trust.
Keywords: Crisis; Integrated Marketing Communication
ABSTRAK
Penelitian ini bertujuan untuk mengetahui Bagaimana Komunikasi Pemasaran Terpadu (IMC) sebagai strategi keluar dari krisis ?Analisa penelitian ini berfokus pada bagaimana IMC menjadi strategi keluar dari krisis, menggunakan metode perencanaan-perencanaan, pengorganisasian, penggiatan, dan pengawasan yang dilakukan untuk menentukan serta mencapai sasaran-sasaranMenurut George R.Terry (Terry, 1957). Melalui studi kasus dan teknik pengumpulan data berupa wawancara, diketahui bahwa IMCdapat mengatasi bahkan mengeluarkan organisasi dari krisis, selain dapat meningkatan citra juga berdampak pada meningkatnya penerimaan mahasiswa. Kesimpulan dari penelitian ini menunjukan adanya kegiatan IMC yang dilakukan secara terpisah pisah, meskipun tidak berdampak pada penerimaan mahasiswa baru dirasakan strategi ini mampu membuat STDI keluar dari krisis, strategi IMC mampu menjadi pendekatan yang berbeda bagi organisasi yang terkena krisis, memperbaiki citra positif dan meningkatkan kepercayaan masyarakat.
Kata kunci: krisis; komunikasi pemasaran terpadu
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Zahra, Iman. "Integrated Marketing Communications (IMC) A Comparative study of Arabic and International Research Literature with a Special Focus on The Sultanate of Oman." Journal of Arts and Social Sciences [JASS] 7, no. 3 (December 1, 2016): 5. http://dx.doi.org/10.24200/jass.vol7iss3pp5-22.
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Due to the interdisciplinary complicated nature of the concept Integrated Marketing Communications (IMC) that has only emerged in the communication field three decades ago and has ever since witnessed dramatic developments in itself and the related fields, the current research paper aims at: shedding more light onto the nature of IMC and the sciences that the concept emerged from; undergoing meta-analysis on a total of 122 Arabic and foreign research papers to track IMC research trends worldwide and discussing the notable gap between IMC research in the Sultanate of Oman and its practice. Findings indicated that IMC is an interdisciplinary relatively new concept combining communication and marketing, then evolved further to include branding as an independent discipline. A quantitative and qualitative gap between Arabic and international research literature concerning IMC was noted, due to the limitations and difficulties of conducting such research in the Arab World. IMC research in the Sultanate falls short, although serious attempts were made in the marketing and branding research fields. Practical wise, most companies working in Oman are practicing the concept without putting it into proper evaluation.
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Valos, Michael John, Fatemeh Haji Habibi, Riza Casidy, Carl Barrie Driesener, and Vanya Louise Maplestone. "Exploring the integration of social media within integrated marketing communication frameworks." Marketing Intelligence & Planning 34, no. 1 (February 1, 2016): 19–40. http://dx.doi.org/10.1108/mip-09-2014-0169.
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Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement. Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications. Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.
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Ali, Nafez Nimer Hasan, and Mahmoud Allan. "The Role of Integrated Marketing Communications in Increasing the Efficiency of Internet-based Marketing among Jordanian Consumers." International Journal of Marketing Studies 9, no. 4 (July 28, 2017): 97. http://dx.doi.org/10.5539/ijms.v9n4p97.
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Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based marketing from the perspective of Jordanian customers. The variables which are employed in the current study are (communicational messaging, direct marketing, online marketing, promotion, mass media marketing and public relations). The sample of the study consisted of (349) customer from malls, commercial complexes and trading center. Through the quantitative approach and utilizing the questionnaire; the results of the study indicated there is a positive influence of IMC on the internet-based marketing within the variables of (communicational messaging, direct marketing, public relations, and mass media marketing) while (promotions and online marketing) seemed to have no influence on the internet-based marketing. The study recommends carrying out a research study that examines the influence of E-IMC on the online marketing practices through social media websites.
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Suay, Francisco. "Integrated marketing communications. The Coca-Cola Spain IMC model." Revista de Estudios Empresariales. Segunda Época, no. 2 (December 22, 2020): 18–31. http://dx.doi.org/10.17561/ree.v2020n2.2.
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In the development of the Integrated Marketing Communications (IMC), in these more than 30 years of evolution, multiple studies have been developed to understand the concept, its dimensions as well as the implication for consumers and companies.
In this article we review the concept of the IMC taking a theoretical perspective and delve into each of its components. To complete the theoretical review, we analyze the dimensions that make up the IMC.
One of the aspects that has received poor attention by the literature has been the involvement of consumers and how companies have adapted their marketing structures to this new concept.
In this paper we look into the structure of the Coca-Cola company in Spain and how it has modified its working patterns to adapt to an IMC model, where the marketing manager himself is in charge of the IMC management. The marketing department has changed the structure, the methodology and the way of integrating internally and with the marketing providers to adapt to a strategy totally based on the IMC principles.
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Panigyrakis, George G., and Evdoxia Kyriacou. "INTERNAL COMMUNICATION AND INTERNAL MARKETING AS ELEMENTS OF INTEGRATED MARKETING COMMUNICATION (IMC) IN PUBLIC UNIVERSITIES." Global Fashion Management Conference 2020 (November 5, 2020): 1422–34. http://dx.doi.org/10.15444/gmc2020.10.08.01.
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Kitchen, Philip, and Marwa E. Tourky. "Communications at a crossroads: what place for integrated marketing communications in a post-Covid-19 landscape?" Revista de Estudios Empresariales. Segunda Época, no. 2 (December 22, 2020): 7–17. http://dx.doi.org/10.17561/ree.v2020n2.1.
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Integrated marketing communications (IMC) are a core part of business success in the 21st century, but are facing exceptional challenges, some of which predate the devastation wrought by the COVID-19 pandemic. The various stages of IMC offer rich potential to enhance marketing techniques, harness the power of data analytics and build brand success. However, while most firms would claim to be deploying IMC, many are offering little more than sales-orientated mass marketing, having failed to move beyond the most basic form of its operation (Stage 1). Amid shrinking economies and slashed marketing budgets, even the minority of firms that has moved into Stage 2 (targeted marketing exchanges), Stage 3 (the application of information technology), Stage 4 (information-led communication planning), or even the putative Stage 5 (fully integrated marketing) now risk reverting to Stage 1. It is therefore critically important to develop an advanced understanding of IMC and its potential. Equally significant is the need to address the global trend towards focusing on attracting customers while neglecting post-purchase experience. A twin approach of successfully harnessing all the stages of IMC while also paying full attention to customer retention will maximise the chances of building brand success in the current challenging climate.
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Rosidah and Amia Luthfia. "An Effort to Improve the Effectiveness of Integrated Marketing Communication on Anticorruption Campaign." Advanced Science Letters 21, no. 4 (April 1, 2015): 855–59. http://dx.doi.org/10.1166/asl.2015.5902.
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Integrated Marketing Communication (IMC) is often used as a promotional activity of brands, products or ideas. In Indonesia, Komisi Pemberantasan Korupsi (Corruption Eradication Commission) has been using IMC to disseminate anticorruption values to society in purpose to reduce and eliminate corruption acts in Indonesia. To improve the effectiveness of IMC on anticorruption campaign, particularly to the youth, this study aims to measure students’s attitude towards anticorruption values. It is also to describe the exposure of the agency’s IMC programs on anticorruption campaign to students, and to discuss the relationship between the two variables: anticorruption campaign exposure and students’s attitude towards anticorruption values. Quantitative approach is used by conducting a survey to Bina Nusantara University students. Descriptive and correlation analysis are used to analyze the data. It is found that students fairly accept the anticorruption values, although there is still lack of exposure to them on the IMC programs. The correlation analysis shows no significant relationship between the two variables. However, the students can accept the importance of anticorruption values which this fact can support the work of the initiator in doing their future campaign. Further research is suggested to conduct it in wider scope.
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Reid, Mike. "PERFORMANCE AUDITING OF INTEGRATED MARKETING COMMUNICATION (IMC) ACTIONS AND OUTCOMES." Journal of Advertising 34, no. 4 (December 2005): 41–54. http://dx.doi.org/10.1080/00913367.2005.10639208.
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Noveriyanto, Baharudin. "DIGITAL INTEGRATED MARKETING COMMUNICATIONS (DIMC) ACTIVITIES OF DIGITAL PRODUCTS FINANCIAL TECHNOLOGY (FINTECH) “ALAMI”." Profetik: Jurnal Komunikasi 14, no. 1 (August 18, 2021): 60. http://dx.doi.org/10.14421/pjk.v14i1.2017.
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Abstract. The development of information and communication technology has now had a major impact on the industrial world in Indonesia. Changes in the industrial model towards digital have a major influence on marketing activities carried out by companies so that they can win the competition in the midst of increasingly sharp business competition. The ability to adapt and innovate quickly and precisely by involving various digital communication media and marketing technology will have a positive influence on the company. ALAMI is a digital-based sharia financial product brand (financial technology), where the name ALAMI is taken from the prefix of the verse in the Al-Quran, namely "Alif, Lam, Mim" which is then shortened to ALAMI. This study aims to determine the activities of digital integrated marketing communication (DIMC) in digital financial technology (fintek) products ALAMI, which consist of digital advertising, digital personal selling, digital sales promotion, digital public relations and digital direct marketing. This study uses a qualitative approach that focuses on the concept of integrated marketing communication (IMC) Kotler (2008) which consists of advertising, personal selling, sales promotion, public relations and direct marketing conducted digitally for financial technology products ALAMI. The main conclusion of this research is that the application of digital integrated marketing communication in digital financial products ALAMI can be done well, and is efficient in terms of costs. The concept of digital integrated marketing communication (DIMC) is a form of transformation of the concept of integrated marketing communication (IMC) whose implementation activities are adjusted to technological developments and the characteristics of the current digital industry. Abstrak. Perkembangan teknologi informasi dan komunikasi kini telah berdampak besar terhadap dunia industri di Indonesia. Perubahan model industri kearah digital memberikan pengaruh besar pada kegiatan pemasaran yang dilakukan oleh perusahaan agar dapat memenangkan kompetisi ditengah-tengah persaingan bisnis yang semakin tajam. Kemampuan melakukan adaptasi dan inovasi dengan cepat dan tepat dengan melibatkan berbagai media komunikasi digital dan teknologi pemasaran akan memberikan pengaruh positif kepada perusahaan. ALAMI adalah sebuah merek produk keuangan syariah berbasis digital (financial technology), dimana nama ALAMI ini diambil dari awalan ayat dalam Al-Quran, yaitu “Alif, Lam, Mim” yang selanjudnya disingkat menjadi ALAMI. Penelitian ini bertujuan untuk mengetahui aktifitas digital integrated marketing communication (DIMC) pada produk digital financial technology (fintek) ALAMI yang terdiri dari digital advertising, digital personal selling, digital sales promotion, digital public relation dan digital direct marketing. Penelitian ini menggunakan pendekatan kualitatif yang memfokuskan pada konsep aktifitas Integrated Marketing Communication (IMC) Kotler (2008) yang terdiri dari advertising, personal selling, sales promotion, public relation dan direct marketing berbasis digital untuk produk financial technology ALAMI. Kesimpulan utama dari penelitian ini adalah bahwa penerapan digital integrated marketing communication pada produk keuangan digital ALAMI dapat dilakukan dengan baik, dan efisien dalam segi biaya. Konsep digital integrated marketing communication (DIMC) adalah salah satu wujud dari trasformasi konsep integrated marketing communication (IMC) yang implementasi kegiatannya disesuikan dengan perkembangan tekonology dan karakteristik industry digital saat ini.
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Ņikadimovs, Oļegs. "IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATIONS IN THE HOSPITALITY INDUSTRY: A LITERATURE REVIEW." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 21, 2019): 441. http://dx.doi.org/10.17770/sie2019vol6.4006.
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The hospitality industry is one of the most dynamic and competitive sectors, it has become more important to communicate marketing messages that are clear, unified and integral throughout all the communication channels to the target audiences. The paper aims to review the previously conducted research efforts on implementation of the concept of integrated marketing communications (IMC) in the hospitality industry. The aim of this research study is to collect and analyse the main concepts and conclusions of theoretical and practical research in the hospitality IMC implementation in the recent years. The methodology for paper selection was the following: 1) databases - Scopus, ScienceDirect, EBSCOHost, Emerald Insight - were examined; 2) main search criterion was “IMC hospitality implementation”, 3). additional research criteria were time of publication and peer-reviewed papers. Qualitative data analysis methods were used to assess the selected papers, while the review itself can be classified as narrative. Eight papers were selected for the analysis, showing an overview of the latest trends in research on IMC implementation in the hospitality industry. The findings indicated correlation between IMC strategy implementation and the impact on target audiences. This literature review can be used as the theoretical background for future researches.
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Ebren, Figen, Philip J. Kitchen, Şafak Aksoy, and Erdener Kaynak. "Probing Integrated Marketing Communications (IMC) in Turkey." Journal of Promotion Management 11, no. 1 (March 24, 2005): 127–51. http://dx.doi.org/10.1300/j057v11n01_08.
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Vel, Prakash. "TMH – pitching for WOMAD 2010." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–4. http://dx.doi.org/10.1108/20450621111110375.
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Subject area Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance. Study level/applicability Undergraduate and postgraduate marketing. Case overview The choice of a well-planned IMC strategy becomes crucial for the successful launch of an event. This is a case study on how a brand management consultancy house, TMH, used IMC to launch a world music festival event in Abu Dhabi, United Arab Emirates, in 2009, registering a visitorship of five times their target, 89 percent satisfaction and a staggering 99 percent of the visitors planning to visit the festival also in 2010. Expected learning outcomes This case can be used to teach IMC, marketing communication strategy, media strategy and scheduling and budgeting. Supplementary materials A teaching note is available on request.
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Šķiltere, Daina, and Santa Bormane. "Integrated Marketing Communication as a Business Management Tool in the Context of Sustainable Development." Open Economics 1, no. 1 (October 1, 2018): 115–23. http://dx.doi.org/10.1515/openec-2018-0005.
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AbstractThe problem of nowadays is that consumers lack information on food products, their composition and quality, nutritional value, packaging, its impact on the human health and environment, reuse and recycling possibilities, etc. Integrated marketing communications (IMC) as a business management tool may not only draw the consumers’ attention and incite a purchase, but also provide information and serve as a facilitator of consumers’ knowledge and competence on products, their nutritional value, use and utilisation. The goal of the research is to assess the impact of IMC for sustainability upon demand at Latvian food retail chains and the impact of the use of IMC for sustainability upon sustainable development. The object of the research is Latvian food retail chains, and the subject of the research is the use of IMC for sustainable development. The authors in 2017 surveyed leading specialists from food retail chains. The research confirmed the hypothesis that IMC for sustainability as an innovative business management tool fosters sustainable development. Based on the results of the research, the authors have drawn up a conceptual model of IMC for sustainable business development, and the results of the research are of both theoretical and practical value.
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Garretson, Judith A., and Scot Burton. "The Role of Spokescharacters as Advertisement and Package Cues in Integrated Marketing Communications." Journal of Marketing 69, no. 4 (October 2005): 118–32. http://dx.doi.org/10.1509/jmkg.2005.69.4.118.
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Marketers often use verbal claims to highlight brand benefits in marketing communication campaigns. However, spokescharacters may also be incorporated into campaigns and are often featured both in advertisements and on product packages. The authors use three studies to examine various integrated marketing communications (IMC) strategic combinations, including the effects related to the use of spokescharacters versus verbal attributes; advertisement–package coordination; character relevancy; and the presence of new, favorable brand information that may compete for cognitive resources on packages. Based on conceptual rationales drawn from encoding specificity, network associations, and the elaboration likelihood model, the findings offer empirical evidence that pertains to the potential benefits of including spokescharacters in IMC campaigns. Specifically, the use of spokescharacters results in more favorable brand attitudes, even when brand attribute recall is affected adversely by deviations from the primary message conveyed in the IMC campaigns. The authors offer some implications of these and other findings for marketers attempting to affect consumer evaluations favorably with spokescharacters in IMC campaigns.
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Tamulienė, Vilma, Aušra Rašimaitė, and Živilė Tunčikienė. "Integrated marketing communications as a tool for building strong retail chain brand loyalty: case of Lithuania." Innovative Marketing 16, no. 4 (December 9, 2020): 37–47. http://dx.doi.org/10.21511/im.16(4).2020.04.
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In Lithuania, there is an intense competition happening between large retail chains for consumer loyalty. The research investigates the impact of retail chain brand factors and integrated marketing communication on retail brand loyalty. Two main brand outcomes are established for the study, i.e., retail brand factor and retail brand loyalty. For the retail brand factor five largest food and non-food retail chains in Lithuania: Maxima, Lidl, Rimi, Iki, and Norfa are selected. The relationships between integrated marketing communications (IMC), brand factors, and retail brand loyalty are examined. An online survey questionnaire was used to collect data from 272 consumers. For data analysis, statistical, mathematical methods such as correlation and regression analysis were applied. The research results revealed a statistically significant impact of retail brand identifiers and integrated marketing communication regarding consumers’ behavior to the retail brand chains’ choice. Regression is statistically significant and the coefficient of determination R2 is more than > 0.20, and the ANOVA p-value is less than 0.05, and a non-standardized coefficient of impact (non-standard β-coefficient) In terms of IMC tool impact on retail brand Maxima = 0.682, Lidl = 0.663, Rimi = 0.522, Iki = 0.469, Norfa = 0.540. The impact of the retail brand Maxima on customers’ retail brand loyalty is 0.961; Lidl is 0.882; Rimi is 0.824; Iki is 0.780; Norfa is 0.836, the impact of retail brand IMC tools on customers’ retail brand loyalty perceived values is Maxima = 0.721; Lidl = 0.558; Rimi = 0.737; Iki = 0.465; Norfa = 0.715.The paper’s value is reflected by identifying factors affecting consumer loyalty to retail chain brands through IMC in the retail market in Lithuania. Retailers should consider these factors as they impact consumer decisions to stay in a long-term relationship with them.
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Khalaf Ahmad, Ala’Eddin Mohammad. "Integrated Marketing Communication and Brand Image in Saudi Private Sector Hospitals: An Empirical Investigation." International Journal of Business and Management 11, no. 11 (October 26, 2016): 94. http://dx.doi.org/10.5539/ijbm.v11n11p94.
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This research aims to explore how integrated marketing communication (IMC) impacts on brand image in private hospitals in Saudi Arabia. A purposive sampling technique was used to recruit 290 patients in four different hospitals. This research showed that IMC dimensions (advertising, personal selling, public relations, and WOM) had a positive effect on brand image of the private hospitals, and only one dimension, represented by sales promotion, had no effect on brand image. The paper contributes to previous research by adding to existing knowledge regarding IMC dimensions and brand image. The paper makes key recommendations towards adoption of IMC dimensions to develop and enhance the brand image of private hospitals in Saudi Arabia. re and communication values (Warner-Søderholm, 2012) are applied in this present study in order to explore to what degree cultural values impact how we form, deliver and receive an organization’s business communication messages within the Nordic cluster. Thus, this supports the proposition that better cross-cultural business communication practices contribute to an organization’s bottom line in the management game of communication today. Moreover, we contribute to the field with an analysis of the differences between managers’ cultural practices and wished for values.
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Stevani, Fruri, and Ifa Khoiria Ningrum. "STRATEGI INTEGRATED MARKETING COMMUNICATION UNTUK MENINGKATKAN LOYALITAS ANGGOTA BAITUL MAAL WAT TAMWIL AMANAH 99 BOJONEGORO." Edunomic Jurnal Pendidikan Ekonomi 6, no. 1 (February 13, 2018): 1. http://dx.doi.org/10.33603/ejpe.v6i1.927.
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IMC merupakan bagian dari Marketing Departement yang secara umum bertugas untuk memasarkan produk, jasa dan fasilitas, memperoleh opini publik yang menguntungkan serta mempertahankan citra positif. Untuk mendukung berhasilnya tugas IMC dibutuhkan informasi dan komunikasi dua arah, serta hubungan baik dengan semua pihak, baik pihak internal maupun eksternal. Pengelolaan IMC yang baik, akan menghasilkan keuntungan bagi lembaga terutama dari sisi terjaganya citra baik performance. Oleh karena itulah dalam penelitian ini akan dianalisis Strategi Integrated Marketing Communication (IMC) manakah yang paling efektif dalam meningkatkan loyalitas anggota BMT Amanah 99 Bojonegoro.Penelitian ini menggunakan metode penelitian deskriptif dengan pendekatan analisis kualitatif, dengan teknik pengumpulan data lebih banyak pada observasi terus terang atau tersamar, wawancara mendalam (in depth interview) dan dokumentasi. Teknik sampling yang digunakan dalam penelitian ini adalah purposive sampling digunakan untuk mencari data strategi pemasaran yang digunakan BMT, jadi yang paling mengerti tentang strategi pemasaran adalah pimpinan, manajer marketing dan anggota marketing. Dari kelima elemen strategi IMC terdapat satu elemen yang paling efektif digunakan untuk meningkatkan loyalitas nasabah yaitu strategi personal selling. Berdasarkan hasil wawancara dapat diketahui bahwa personal selling menjadi sumber informasi yang paling banyak didapat oleh anggota BMT. Hal ini dibuktikan dari sebesar 21 anggota atau 56,8 %. Sedangkan faktor lokasi menjadi sumber informasi yang paling sedikit yaitu dari 7 orang atau sebesar 18,9 %. Strategi personal selling dapat meningkatkan loyalitas anggota karena langsung berinteraksi dengan BMT. Marketing BMT langsung mendatangi anggota dengan memberikan pelayanan yang baik sehingga dapat menciptakan hubungan yang baik dengan anggota. Hal ini dapat menjadi hubungan yang erat antara anggota dan BMT sehingga akan menciptakan loyalitas. Dengan demikian strategi personal selling paling efektif untuk meningkatkan loyalitas anggota BMT.Kata kunci: Integrated, Marketing, Communication.
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LEKHANYA, Lawrence Mpele. "The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa." Journal of Economics and Behavioral Studies 7, no. 2(J) (April 30, 2015): 139–44. http://dx.doi.org/10.22610/jebs.v7i2(j).572.
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The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.
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Fardiansyah, Fardiansyah, Salya Rater, and D. S. Putra. "The Impact of E-Integrated Marketing Communication (E-IMC) on Brand Equity for New College." Jurnal Inotera 6, no. 1 (April 16, 2021): 52–58. http://dx.doi.org/10.31572/inotera.vol6.iss1.2021.id140.
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This research discusses the impact of the application of E-Integrated Marketing Communication (E-IMC) applied to new universities. This qualitative research refers to the theoretical reference written by John W. Creswell. The sample was determined using the snowball sampling technique and the data collection technique was carried out by in-depth interviews (in-depth interview) and documentation. This study aims to describe the impact of the application of integrated marketing communications applied by polytechnic universities. The findings indicate that user experience affects the E-IMC typology used. E-IMC affects brand equity in higher education. Further research can avail a research model and test the model with quantitative studies with the addition of demographic factors. Because the object of this research is a new polytechnic type of university, the different types of tertiary institutions can also be an additional variable to be studied further.
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Kuswantoro, Kuswantoro. "Analisis Strategi Integrated Marketing Communication dalam Penerimaan Peserta Didik Baru di Lembaga Pendidikan." Jurnal Kependidikan 4, no. 1 (May 27, 2016): 19–38. http://dx.doi.org/10.24090/jk.v4i1.2806.
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AbstractEducational institutions in general public schools rarely use marketingstrategies in getting new students. This is due to one of them because thepublic school when the acceptance of new learners have been flooded withnew prospective students, but different things happen in the average ofprivate schools. The purpose of this paper is to examine how IntegratedMarketing Communication (IMC) which consists of advertising, salespromotion, public relations & publicity and direct marketing, of NewStudent Admissions (PPDB) in private schools, especially the newlyestablished private schools. Due to the reality in society many publicperceptions that private schools are less interested in society because theythink that private schools do not have good quality compared to stateschools. For that it needs new breakthroughs to increase the number of newlearners in accordance with the target expected by the educational institutionis through Integrated Marketing Communication (IMC).AbstrakLembaga pendidikan secara umum terutama di sekolah-sekolah negeri jarangsekali menggunakan strategi marketing dalam mendapatkan siswa-siswibaru.Ini disebabkan salah satunya karena sekolah negeri ketika penerimaanpeserta didik baru sudah kebanjiran calon siswa baru, tetapi hal berbedaterjadi di rata-rata sekolah swasta.Tujuan penulisan ini adalah mengkajibagaimana Integrated Marketing Communication (IMC) yang terdiri dariadvertising, sales promotion, public relation & publicity serta directmarketing, terhadap Penerimaan Peserta Didik Baru (PPDB) di sekolahsekolahswasta terutama sekolah swasta yang baru berdiri.Karena realita yangterjadi di masyarakat banyak persepsi-persepsi masyarakat bahwa sekolahsekolahswasta kurang di minati oleh masyarakat karena menganggap bahwa sekolah-sekolah swasta tidak memiliki kualitas yang bagus di bandingkansekolah-sekolah negeri.Untuk itu perlu adanya terobosan-terobosan baruguna meningkatkan jumlah peserta didik baru sesuai dengan target yangdiharapkan oleh lembaga pendidikan tersebut yaitu melalui IntegratedMarketing Communication (IMC).
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Teguh, Monika, Aulialukita Niantiara, and Andrea Hartansa. "Integrated Marketing Communication Pada Usaha Industrial Internet of Things - Machine Vision." Jurnal Komunikatif 9, no. 2 (December 23, 2020): 191–213. http://dx.doi.org/10.33508/jk.v9i2.2689.
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In this era, the Indonesian government is committed to increase Indonesia competitiveness position towards other countries. To achieve this goal, the Ministry of Industry spur domestic industries to innovate in the face of Industry 4.0. One company that answers this challenge is Machine Vision that focuses on Industrial Internet of Things. It optimizes modernizes, and digitizes the Indonesian industry to help companies grow, maximize productivity, and promote efficiency in business processes. This new and unique type of business has difficulties that must be overcome, where it must be able to penetrate an unusual market. Therefore, this study discussed the strategy of Integrated Marketing Communication (IMC) conducted by Machine Vision. This study uses qualitative descriptive research methods with structured interview data collection techniques. The results of this study are, IMC strategy has been contributed positively to Machine Vision with the division of two groups, namely primary and secondary. The positive impact was assessed from the existence of repeat customers and client interest in content on Machine Vision’s social media. But aside from those positive effects, also found several threats in the future.
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Cronin, John. "Teach students to communicate a brand story with transmedia storytelling." Journal of Research in Interactive Marketing 10, no. 2 (June 13, 2016): 86–101. http://dx.doi.org/10.1108/jrim-01-2015-0004.
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Purpose This paper aims to introduce a new integrated marketing communication (IMC) strategy, not yet appearing in textbooks, into the classroom. Design/methodology/approach A thorough review of the limited sources so far available introduces the subject. This is followed by a report on the results of the author’s own introduction of the topic into his course. Findings Students reacted very favorably to learning this new and challenging marketing communication strategy. They also reinforced their own understanding of other principles, e.g. content management, taught earlier in the course. Practical implications Adoption of transmedia storytelling will advance the teaching of IMC in the classroom. Originality/value This paper proposes a formal definition of marketing transmedia storytelling. No pedagogic paper has previously been published on this new IMC strategy.
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Hsu, Pi-Fang, En-Ping Lin, and Chia-Wen Tsai. "Optimal Selection of Business Managers for Integrated Marketing Communications Companies Using AHP and GRA." International Journal of Customer Relationship Marketing and Management 7, no. 2 (April 2016): 16–29. http://dx.doi.org/10.4018/ijcrmm.2016040102.
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As today's consumers encounter different types of media, communication channel has become omnipresent. The vast array of marketing tools available to advertisers have lessened the use of traditional media advertising and seen the rapid rise of Integrated Marketing Communications (IMC) in response to it. This study establishes a model divided into two sections. The first part uses the relevant literature and a Modified Delphi Method to find the best selection criteria for an IMC company's business manager, and Analytic Hierarchy Process (AHP) to determine the relative weights of the criteria. The second part uses the Grey Relational Analysis (GRA) to rank the alternatives and select the appropriate business manager. Finally, with an IMC company as an example, the authors use this model for empirical research. The results show that the emphasis on the criteria of professional competence, personal qualities, creative thinking, social skills and self-regulation. This research provides a new model for selecting a business manager, in addition to providing a reference basis for decision makers.
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Ots, Mart, and Gergely Nyilasy. "Integrated Marketing Communications (IMC): Why Does It Fail?" Journal of Advertising Research 55, no. 2 (June 2015): 132–45. http://dx.doi.org/10.2501/jar-55-2-132-145.
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Ferdous, Ahmed Shahriar. "Integrated Internal Marketing Communication (IIMC)." Marketing Review 8, no. 3 (August 11, 2008): 223–35. http://dx.doi.org/10.1362/146934708x337654.
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Lestari, Novia Tri, and Hani Sirine. "Komunikasi Pemasaran Terpadu dan Ekuitas Merek Gojek Indonesia Cabang Yogyakarta." Esensi: Jurnal Bisnis dan Manajemen 9, no. 1 (December 10, 2019): 1–8. http://dx.doi.org/10.15408/ess.v9i1.5898.
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Companies that are able to communicate their marketing will have an impact on brand equity improvement. This study aims to examine the influence of Integrated Marketing Communications (IMC) which consists of advertising, personal selling, sales promotion, public relations and publicity, direct marketing, instructional materials and corporate design to the brand equity of Gojek Yogyakarta. The sample of this study amounted 150 respondents who are Go-Ride customers who already know IMC Gojek. The analysis technique used is multiple linear regression. The results showed that IMC influence brand equity, and partially variable of advertising, sales promotion, and corporate design having significant positive effect to brand equity. Based on the results of this study, Gojek Yogyakarta needs to increase the promotion of ideas to change attitudes and consumer behavior, increase the value of the product so as to achieve certain marketing goals, and strengthen the picture of service outlet or corporate identity for the message received by consumers through effective marketing communication channel mix.
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Sari, Jihan Indah, and Joko Susilo. "STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19." Jurnal Pustaka Komunikasi 4, no. 1 (April 24, 2021): 117–30. http://dx.doi.org/10.32509/pustakom.v4i1.1350.
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Covid-19 Pandemic affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped and there is no customer that comes by due to government's policy which forces people to stay at home. The purpose of this research is to describe the defensive strategy by bingsoo cafe through the approach of integrated marketing communications (IMC), so that it can continue to defense and adapt to the bussines situation of Covid-19 pandemic. The method of this research is qualitative with observation technique and deep interview. The result of this research indicates that bingsoo cafe applies the strategy of Integrated Marketing Communications (IMC) by combining 9 out of 12 elements of promotion. Those elements are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale And Merchandising, Corporate Identity, Packaging, And Word Of Mouth.
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Henninger, Claudia Elisabeth, Panayiota J. Alevizou, and Caroline J. Oates. "IMC, social media and UK fashion micro-organisations." European Journal of Marketing 51, no. 3 (April 10, 2017): 668–91. http://dx.doi.org/10.1108/ejm-08-2015-0599.
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Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.
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Orazi, Davide C., Amanda Spry, Max N. Theilacker, and Jessica Vredenburg. "A multi-stakeholder IMC framework for networked brand identity." European Journal of Marketing 51, no. 3 (April 10, 2017): 551–71. http://dx.doi.org/10.1108/ejm-08-2015-0612.
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Purpose Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the presence of multiple brand stakeholders and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity. Design/methodology/approach Past IMC frameworks are reviewed and extended to identify specific brand contact points between multiple stakeholders that hold significant potential to dynamically reconfigure brand identity. Theoretical propositions regarding the IMC function’s role in managing these contact points to generate brand-equity are offered. Findings The brand contacts described and their successful integration into a firm’s brand-equity strategy extend current IMC-based brand-equity models and suggest fruitful, novel avenues for creating brand-equity. Further, these brand contacts offer practical examples of how the scope of marketing communications can be redefined. Originality/value This paper contributes to the body of research on the elevation of IMC to a strategic level function. In addition to the synergistic communication of the brand offering, IMC needs to play a pivotal role in coordinating the contacts between the brand and stakeholders, and in extrapolating relevant brand insights from these contacts.
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Šeric, Maja, Irene Gil-Saura, and Đurđana Ozretić-Došen. "Insights on integrated marketing communications: implementation and impact in hotel companies." International Journal of Contemporary Hospitality Management 27, no. 5 (July 13, 2015): 958–79. http://dx.doi.org/10.1108/ijchm-12-2013-0568.
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Purpose – The purpose of this paper is to provide insights on integrated marketing communications (IMC) by empirically examining the concept in a new context, that is hotel companies, and comparing its implementation and impact in Italian and Croatian hotels. Design/methodology/approach – The study uses survey methodology to assess IMC, approaching managers and guests in high-quality hotels. Findings – From the manager’s point of view, both Italian and Croatian hotels show a high level of IMC implementation and significant differences regarding some items. From the guest’s point of view, significant differences are obtained between the two hotel groups. In addition, IMC is found to influence positively and significantly customer satisfaction. Research limitations/implications – This research is limited to the Italian and Croatian hotel context. Future studies should approach a greater number of hotels to obtain more representative results. Practical implications – Managers need to adopt a holistic vision of marketing communications and regularly analyze consumers’ opinions to understand if their campaign works. Originality/value – This paper makes several original contributions, thus filling the existing gap in the literature. First, IMC is analyzed in a new environment, that is high-quality hotels. Second, the study is conducted in Italy and Croatia, where research on IMC is rather neglected. Third, in addition to managers’ opinions, guests’ perceptions are assessed, thus highlighting that consumers need to be considered as true “co-managers” of business strategies.