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Dissertations / Theses on the topic 'Integrated marketing communications complex'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

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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<p>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</p>

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Сагер, Людмила Юріївна, Людмила Юрьевна Сагер, Liudmyla Yuriivna Saher, Алла Миколаївна Дядечко, Алла Николаевна Дядечко, and Alla Mykolaivna Diadechko. "Integrated marketing communications: theoretical bases." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/16300.

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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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4

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

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Camano, Javier. "Integrated Marketing Communications: Branding Plan for Medicare y Mucho Mas." BYU ScholarsArchive, 2006. https://scholarsarchive.byu.edu/etd/472.

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The purpose of this paper is to explain the appropriate and effective use of branding as a vital part of the communication process of an organization. In addition, this project will help identify issues to improve enthusiasm for the use of the brand, help managers become aware of brand loyalty, and show how to measure the effectiveness of the brand.

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Leppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.

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Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets. This thesis consists of an introductory section and five papers. The first pa

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Burgmann, Inga. "Integrated marketing communications : implementation and application issues in consumer-focused companies." Thesis, University of Hull, 2007. http://hydra.hull.ac.uk/resources/hull:6742.

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This thesis addresses the implementation and application of integrated marketing communications (hereinafter referred to as 'IMC'). The thesis is located within the field of marketing communications and focuses on IMC perceptions and practices within large global and national companies located in the UK and Germany. The aim of this thesis is to understand how and to what extent IMC has developed and is practiced in the selected firms. This study takes the perspective that IMC can only be understood via social actors i. e. via marketing and communication practitioners - including brand managers

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Hanpongpandh, Peeraya. "A comparison of perceptions of public relations, marketing, and advertising educators toward integrated marketing communications." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/917012.

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This thesis sought to answer the research question: How do the top educators in the area of public relations, marketing, and advertising perceive the concept of integrated marketing communications as compared to one another?The mail survey applying Q methodology was sent to 15 top educators in each of the three fields in the United States for a total sample of 45 educators. A total of twenty-five responses were returned representing 55.5 percent of the sample. When the respondents were analyzed by discipline, there were eight responses from the pubic relations educators, nine from the marketin

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Pulver, Megan Le'Ann, Ruben Bravo Castano, Lacie Boyett, et al. "Unicef's Tap Project & Nintendo: Integrated Marketing: Communications Plans for Executive Presentation." Thesis, The University of Arizona, 2011. http://hdl.handle.net/10150/144921.

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Tuominen, Pasi Petteri. "Integrated marketing communications and brand tribalism in a postmodern hospitality reputation management process." Thesis, University of Hertfordshire, 2013. http://hdl.handle.net/2299/10060.

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Internet and Social Networking Services have made accessing information as easy as lifting a finger and consumer can easily ‘Google’ the cheapest airlines, find reviews and opinions online or look up the restaurant whose name was on the tip of their tongue (Sparrow et al., 2011). Organisations must focus on developing methods of reaching and servicing customers that appeal to a new generation and utilise the advantages of new media (Moutinho et al., 2011). Social networking services, (mobile) websites, location-based services, and group bargaining are among the most recent forms of brand build

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Timokhina, Y. A. "Upgrade of integrated marketing : communications tо promote thе "SSU management of innovative activity"". Thesis, Сумський державний університет, 2012. http://essuir.sumdu.edu.ua/handle/123456789/28784.

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Kerr, Gayle. "Consistency and integrated marketing communication : an exploratory study." Thesis, Queensland University of Technology, 1997. https://eprints.qut.edu.au/36301/1/36301_Kerr_1997.pdf.

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This study explores the role of consistency in IMC and ways in which it can be measured. A contribution to the emerging area of IMC is made by drawing on the experiences of marketing communication practitioners in relation to their perceptions of consistency in the practice of IMC. The initial exploratory research in the form of focus groups was expanded upon through a series of in-depth interviews which elaborated on attitudes towards consistency, measurement and IMC. The literature review in Chapter 2 summarises key data from the fields of advertising, public relations, direct response, sa

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Barreto, Rita Gomes da Silva. "Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação integrada de marketing para a academia de formação ATEC." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10807.

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Mestrado em Marketing<br>A comunicação integrada de marketing tem-se tornada cada vez mais essencial para as organizações. O mercado mudou drasticamente e o processo pelo qual se promove e comunica com o consumidor também. Assim, a integração das diversas áreas tornou-se inevitável. (Schultz, 1996) O objectivo deste trabalho foi a elaboração de um plano de Comunicação Integrada de Marketing (daqui em diante designado como plano de CIM), para a academia de formação ATEC, no sentido de responder às suas necessidades de comunicação. O estudo qualitativo que se realizou teve a action research co

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Ågren, Maria, and Martina Ölund. "Storytelling : A Study of Marketing Communication in the Hospitality Industry." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-897.

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<p>There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector.</p><p>The hospitality industry is one of the largest service sectors, facing fierce competition. Many hotels have a story to share and storytelling is today a buzzword in the industry, but it has not received much attention in the academi

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Benkahla, Shawn M. "A study of the history and use of integrated marketing communications within publications from 1991-2005." Morgantown, W. Va. : [West Virginia University Libraries], 2006. https://eidr.wvu.edu/etd/documentdata.eTD?documentid=4577.

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Thesis (M.S.)--West Virginia University, 2006.<br>Title from document title page. Document formatted into pages; contains iii, 39 p. : ill. Includes abstract. Includes bibliographical references (p. 35-39).

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Micu, Anca Cristina. "Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context." Diss., Columbia, Mo. : University of Missouri-Columbia, 2005. http://hdl.handle.net/10355/4168.

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Thesis (Ph.D.)--University of Missouri-Columbia, 2005.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file viewed on (January 25, 2007) Vita. Includes bibliographical references.

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Ghauri, Muhammad Taimoor Khan, and Muhammad Faraz Maqsood. "Incorporating Social Media into Integrated Marketing Communications of an organization : The Case of Warid Telecom, Pakistan." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5352.

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Garcia, Catarina Santos Silva. "Plano de comunicação integrada de marketing para a empresa Lush Fresh Handmade Cosmetics." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11250.

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Mestrado em Marketing<br>A comunicação integrada de marketing (CIM) "ajuda as empresas a encontrarem novas formas de contacto com os consumidores com uma mensagem coerente e a construírem relações de longo prazo com os mesmos" (Clow e Baack, 2012, p. 35). Este projeto visa a elaboração de um plano de CIM para a multinacional LUSH fresh handmade cosmetics, tendo como objetivos principais aumentar a sua notoriedade e visibilidade em Portugal. As áreas de atuação utilizadas para concretizar esses objetivos centram-se sobretudo na comunicação online, comunicação de produto, experience marketing, p

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Gonçalves, Vitor Domingos de Lima. "Plano de comunicação integrada de marketing para a Agência de Social Media : Rally." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7989.

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Mestrado em Marketing<br>O desenvolvimento de um plano de comunicação integrada de marketing permite a consolidação estratégica do modo como as organizações se expressam no dia-a-dia e caminham para atingir os seus objetivos. No mercado industrial, o modo como esta comunicação é desenvolvida acarreta cuidados alinhados às características inerentes do meio ambiente. Assim, a identidade de uma organização deve estar presente na uniformização de todas as ações desenvolvidas. Este projeto incide não só numa atividade industrial, mas também em social media que garante, por si só, constantes evoluçõ

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Trindade, Maria João da Conceição Alves. "Comunicação integrada de marketing: plano de comunicação para a empresa Evicar." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/4339.

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Mestrado em Marketing<br>O objectivo deste projecto é desenvolver um Plano de Comunicação Integrada de Marketing para o Grupo Evicar, especificamente para o seu projecto Evitrucks, distribuidor e reparador da marca DAF em Portugal. Adoptou-se o modelo conceptual de Clow e Baack (2007) para o desenvolvimento deste plano. Os objectivos do plano são a fidelização dos seus públicos-alvo, melhorar a imagem da marca e aumentar a notoriedade e a credibilidade da empresa, dos seus produtos e/ou serviços, no sentido de contribuir para um aumento das vendas, o desenvolvimento de uma boa relação com os ó

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Grannesberger, Robin, and Natalie Petersson. "Event Marketing som Marknadsinstrument : En fallstudie om Skanska." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-8085.

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<p>As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately ha

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Lamprinakou, Chrysa. "The party evolution framework : an integrated approach to examining the development of party communications and campaigns." Thesis, Brunel University, 2010. http://bura.brunel.ac.uk/handle/2438/4404.

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Existing theories of party organisation, and political communication and marketing, address the issue of party evolution and electoral behaviour from opposing and largely one-dimensional angles. The purpose of this thesis is to develop a more integrated perspective to party campaigning that goes beyond the traditional approaches of party behaviour and present the relationship between intra-party organisation and campaign evolution in a new light. The party evolution approach is an alternative conceptual framework of party campaigning, which integrates the classic approaches of party organisati

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Дегтяренко, Д. Ю. "Планування комплексу маркетингових комунікацій (на матеріалах ТОВ "Автомобільна компанія "Сівер-Авто")". Thesis, Чернігів, 2021. http://ir.stu.cn.ua/123456789/25179.

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Дегтяренко, Д. Ю. Планування комплексу маркетингових комунікацій (на матеріалах ТОВ "Автомобільна компанія "Сівер-Авто") : випускна кваліфікаційна робота : 075 "Маркетинг" / Д. Ю. Дегтяренко ; керівник роботи Т. А. Рябова ; НУ "Чернігівська політехніка", кафедра маркетингу, PR-технологій та логістики. – Чернігів, 2021. – 82 с.<br>Кваліфікаційна робота присвячена обґрунтуванню розробки маркетингових комунікацій автомобільного дилера. Перший розділ роботи містить характеристику комплексу маркетингових комунікацій, особливості управління інструментами маркетингових комунікацій. Другий розділ міст

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Baron, Michael. "Integration of marketing communications in historical development: informational content analysis of websites and magazine advertisements in Australia." Thesis, Curtin University, 2008. http://hdl.handle.net/20.500.11937/992.

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It has taken advertisers many years to develop integrated advertising communication strategies that could incorporate many or all traditional marketing communication channels that developed separately, such as billboards, magazine advertising, television and radio. All of the marketing communication channels were usually integrated with one another in order to produce messages that were comprehensive as well as unified across all of these channels. However, the rapid development and growth of Internet communications resulted in the need to review traditional approaches towards advertising to a

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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 manager

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Faca, Mafalda Rodrigues Batalha da Silva. "Planeamento em comunicação integrada de marketing : elaboração de plano de comunicação integrada de marketing para a marca Portugal dos Meus Amores." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10805.

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Mestrado em Marketing<br>O objetivo deste projeto foi a elaboração de um Plano de Comunicação Integrada de Marketing (daqui em diante designado por CIM) para a marca Portugal dos Meus Amores. Este plano inclui inicialmente uma revisão de literatura, onde foram abordados o conceito e o plano de CIM, assim como alguns dos modelos de planos já existentes. O Plano de CIM constitui uma ferramenta de planeamento e operacionalização indispensável para a gestão integrada da comunicação da organização. Portugal dos Meus Amores, lançada em 2014, num mercado bastante competitivo, apresenta-se como uma ma

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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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Stow, Heath Jon. "The effective integration of multiple communication techniques, including social media." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/22837.

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The effective integration of multiple communication techniques is becoming increasingly complex, with the ongoing development of new media. The development of Web 2.0 and the growth of social media provides marketers with additional, possibly even alternative, marketing communication channels. This research explores the integration of social media, specifically Facebook, and the marketing decision making considerations from the context of the integrated marketing communications (IMC) construct.The study surveyed three consumer facing businesses to understand how marketers make decisions, deter

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Severiano, Filipa de Sousa. "A importância da comunicação integrada de marketing nas organizações sem fins lucrativos : elaboração de um plano de comunicação integrada de marketing." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10293.

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Mestrado em Marketing<br>Este projecto pretende reflectir sobre a importância e as vantagens que o planeamento da comunicação pode trazer para as organizações sem fins lucrativos, procurando demonstrar que é possível estruturar um plano de comunicação integrada de marketing adaptado às necessidades e dimensões destas entidades, tendo em conta os seus objectivos sociais e as suas limitações financeiras. Neste âmbito, este projecto tem como objectivo a elaboração de um plano de comunicação integrado de marketing para uma associação sem fins lucrativos (YMAA Portugal), propondo estratégias para a

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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 evol

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Parker, Don James. "A study of the macro to micro process of persuasion for advertising in context towards a meso dominant logic model of consumer behaviour." Thesis, University of South Wales, 2014. https://pure.southwales.ac.uk/en/studentthesis/a-study-of-the-macro-to-micro-process-of-persuasion-for-advertising-in-context-towards-a-meso-dominant-logic-model-of-consumer-behaviour(8a76c8ce-2301-4134-9d8b-489af0136500).html.

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This thesis gains an insight into advertising and integrated marketing communications with an exploration of the relationships between advertisers and consumers at the meso level of interface between the two groups. As an initial investigation into advertising and integrated marketing communications and its relationships to consumers’ behaviour, the inquiry develops by exploring an alternative lineage of interpretive consumer research. The two areas of focus emerging from the literature review are the concepts of manufacturing consent (Herman and Chomsky, 2002) as the macro advertiser/sender l

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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 Science<br>Department of Journalism and Mass Communications<br>Curtis Matthews<br>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 inten

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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 c

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Макаренко, Р. В. "Маркетингова діяльність промислових підприємств на ринку В2С". Thesis, 2017. http://dspace.oneu.edu.ua/jspui/handle/123456789/8067.

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У роботі розглядаються поняття та сутність маркетингу на споживчому ринку та його відмінність від промислового маркетингу, характеристика B2C як форми електронної комерції на споживчому ринку та комунікаційна політика як елемент комплексу маркетингу підприємств на ринку В2С. Зроблено аналіз застосування маркетингових інструментів та оцінено ефективность використання інтернет-технологій в маркетинговій діяльності ТОВ «Телекарт-прилад». Запропоновано вирішення існуючих проблем, шляхом удосконалення комунікаційної політики, а саме розробкою та впровадження відділу мерчандайзингу інтернет-магаз

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Padrão, Inês Maria Martinho. "Integrated marketing communications for guava." Master's thesis, 2018. http://hdl.handle.net/10362/38121.

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The following paper presents an Integrated Marketing Communications campaign for the brand Guava, which was recently restructured to pursue an online approach. The main purpose of the project is to increase Guava’s brand awareness and recognition worldwide. Therefore, based on an analysis of the current marketing strategy of the brand and research of the industry and how companies are approaching its online consumers, a campaign was elaborated so as to build brand recognition and credibility.

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Huang, Hsiao-Chuan, and 黃筱娟. "Exploring organizational adaptation for implementing integrated marketing communications： A case study of the corporations with high-level integrated marketing communications." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/49587984795483646133.

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HUANG, CHUNG-HSUAN, and 黃仲萱. "A Comparative Study of Assessing Integrated Marketing Communications." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/71995093940517010848.

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碩士<br>國立臺南大學<br>經營與管理學系科技管理碩士班<br>105<br>The research area of Integrated Marketing Communications (IMC) has started from Don E. Schultz and some professors in USA in 1990. There are some references to show the importance of IMC. The past references related IMC are using quantitative methods more often. Social media has been used as an important media to do IMC program recently. The purpose of this study is to examine how social media will influence IMC through the six dimensions (Awareness integration, Image integration, Database integration, Consumer integration, Stakeholders integration and

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Chen, Wen-kuang, and 陳文廣. "Unique Satellite Television Integrated Marketing Communications strategy research." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/87840231358100669337.

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碩士<br>世新大學<br>新聞學研究所(含碩專班)<br>94<br>The cable TV media has been rapidly changed, therefore, the marketing strategy turned from the integrated ways, the traditional 4Ps--product, place, price and promotion to 4Cs (consumer, cost, convenience, communications), that is, taking the audience as the operational focal by ‘understanding consumers’ demand and their willingness to pay’, and ‘communication with the consumer’ as well as ‘pondering the convenience for consumer to purchase.’ This kind of Integrated Marketing Communications concept has already gradually utilized in the domestic media marketi

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Chan, Ya-chi, and 詹雅琪. "The Study of Integrated Marketing Communications in Digital Publishing." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/91812840219291149392.

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碩士<br>國立臺灣師範大學<br>圖文傳播學系<br>90<br>Following the rise of the Internet, publishing is facing a series of revolutions, among which digital publishing now has merchandise packages with software, hardware, planning, marketing, and routing. Likewise, the digital publishing business has merchandise targeted at digital publications, covering entire business areas from management to marketing. The study focuses on marketing and communication plans concerning the digital publishing business. The results will be served as reference for publishers in the aspect of digital publishing.

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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.

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碩士<br>國立成功大學<br>國際管理碩士在職專班<br>96<br>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 o

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Mazek, Katarzuna. "Integrated communications strategy for mylabel." Master's thesis, 2015. http://hdl.handle.net/10362/15680.

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Integrated Communication Strategy for MyLabel Following paper presents Integrated Communication Strategy for Continente’s private label brand of cosmetics MyLabel. The main purpose of the project is to position MyLabel as venture brand which will gain strong market position in order to compete with the manufacturer brands. Therefore, based on the created brand equity model for the venture cosmetic brand, MyLabel will be approached from the branding perspective in order to improve perceived quality and consecutively, build brand recognition and credibility. In this respect, integrated communic

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Sha, Young, and 夏鏞. "Effect of Integrated Marketing Communications and Employee-Based Brand Equity on Marketing Performance." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/07230107911715488927.

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碩士<br>義守大學<br>管理學院管理碩士班<br>99<br>The goal of this study is to examine and synthesize the important factors in measuring integrated marketing communication effect through a documentary review of previous and current empirical studies and show differences in test market performance across different degree of integrated marketing communication and employee based brand equity. Data were gathered from expert interviews and a written questionnaire. Structural equation modeling (SEM) was used to test the hypothesized relationships. The results are summarized as follow： 1. Brand orientation and the de

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Lin, Yi-hua, and 林依樺. "Integrated Marketing Communications Analysis on Performing Arts Organizations in Taiwan." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/76724376861064377151.

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碩士<br>國立臺灣大學<br>商學研究所<br>92<br>Considering the importance of integrated marketing communication on performing arts industries, the research has taken both questionnaires and case-study methods to investigate the issue. The researcher defined performing arts industries and their characteristics. On the one hand, the researcher set up the questionnaires to estimate the extent of the use of integrated marketing communication. On the other hand, the researcher interviewed with 4 performing arts organizations to understand the practical use of integrated marketing communication. Combining these res

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LIANG, HSIU-HUN, and 梁修混. "Case Study of Implementing Integrated Marketing Communications in Radio Station." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/23012184396092142570.

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碩士<br>國立臺北大學<br>企業管理學系<br>91<br>Our study is focused on understanding the latest status of radio stations in our country and how to face the impact of global digitalization by analyzing radio station industry. We also hoped to understand our chosen radio station that how they apply integrated marketing communication strategies into practice. Thus, we hoped to attain these goals bellowed: 1. Analyzing the radio station industry systematically in order to understand the environment and newly status. 2. Discussing the practice situation of radio stations applying “integrated

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Chen, Jiun-Yin, and 陳俊穎. "Using Collaborative Customer Knowledge Management for Integrated Marketing Communications Improvement." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/43837093219244229823.

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碩士<br>南台科技大學<br>工業管理研究所<br>91<br>By Internet age arrived, Electronic Commerce (EC) has completely changed business environment and model. The implementation of e-business applications has continuously growing in a seemingly unabated fashion worldwide. The enterprise competitive condition has completely changed into global competitive environment within supply chain. In addition, this study provides an appreciation of the emergence and content of Integrated Marketing Communications (IMC) that widely used by industry and commerce in US and UK. Systems intervention is one main stream of system t

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Lin, Chia-min, and 林佳旻. "The Research of the Internet Keyword for Integrated Marketing Communications." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/57529972735710880438.

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碩士<br>國立臺南大學<br>科技管理研究所在職專班<br>98<br>As the development of internet, the internet marketing changes the marketing mode gradually. In the advertisements on TV, T-bars, external wall of buildings, newspapers and magazines, the information about search keyword is always included . The internet keyword integrated marketing strategy is utilized to make the consumers search the information by keyword actively. In the internet consumer behavior, search plays an important role. Therefore, the business owners begin to make use of keyword search engine in advertisements. It becomes a new model of intern

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LI, SHIN-YI, and 黎欣怡. "An Investigation of Integrated Marketing Communications of West Lake Resortopia." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/vh69k9.

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碩士<br>國立聯合大學<br>客家語言與傳播研究所<br>106<br>This study explores the main stall activities of the West Lake Resortopia over the years, including the May Snow Tung Blossom Festival, and explores the integrated marketing communications as a review of the overall literature. Through participation observation, data collection, inductive analysis and in-depth interviews, we can find out the marketing communication strategy of " West Lake Resortopia ". It is hoped that through this research, the relevant units that carry forward the Hakka culture will provide suggestions and directions for future promotion

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Weng, Ming Lung, and 翁銘隆. "The application of integrated marketing communications in cross-disciplinary integrated platform–new vision integrated marketing communication co., ltd. as a case study." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/36955500478443092776.

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碩士<br>國立政治大學<br>經營管理碩士學程(EMBA)<br>99<br>The integrated marketing industry in Taiwan faces a low gross-profit challenge because the limited market share and its growth is highly relevant to the worldwide economy. Providing a creative service becomes a trend for the industry to respond those tough situations. Although the Taiwan government has been putting a lot of resources into the cultural and creative industry and President Ma Ying-Jeou announced that the year of Taiwan centenary (2011) is “Taiwan Design Year,” most of Taiwanese design companies could not cross through a marketing chasm succ

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Wu, Junn-Yih, and 吳俊逸. "The application of "Integrated Marketing Communications" to brand marketing-A case study of BenQ." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/12474869333469783902.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>90<br>In a highly dynamic and complex environment, brand marketing is arduous but crucial to any enterprise which seeks to succeed in the global market place. How does a brand overcome numerous challenges to become rooted in the minds of the target audiences, and how is strong brand equity built? A new marketing concept, Integrated Marketing Communications (IMC), emerged in the 1990s to answer this question. The theory highlights “integration” by harmonizing various marketing messages to create “synergy” for a brand and is based on an outside-in database to build r

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LIN, LI-HUA, and 林麗樺. "A Study of Integrated Marketing Communications Strategies for Hakka Dietary Image." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/95807034945108402104.

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碩士<br>國立臺北大學<br>公共行政暨政策學系碩士在職專班<br>97<br>Only there is “vision” will there be a direction for the culture to take root. The Hakka dietary culture, which is rooted in the long-running traditional Hakka culture, blending a new Hakka cultural element of the contemporary Tung Blossoms that transcends the people with a spiritual enlightenment has emerged as a key that motivates the researcher to want to market the Hakka dietary image. Adopting an integrated marketing communications remains the key to reinvigorating the Hakka dietary industry. Extending and deep-rooting the Hakka dietary image and

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