Journal articles: 'Marketing communication'

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Schafer, Peter. "Interactive Marketing." Communicare: Journal for Communication Studies in Africa 10, no. 1 (November 10, 2022): 5–30. http://dx.doi.org/10.36615/jcsa.v10i1.2030.

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Increasing competition, declines in consumer demand and consumers that are more strategic than ever before have led to saturation and stagnation in a number of well-developed markets. Corporations have begun to realise that constructive forms of marketing communication in such markets imply that all business efforts need to be directed at relationship-building with consumers, Le. all communication instruments, including advertising, personal selling, sales promotion and corporate identity as well as conventional direct and database communication need to draw on personalised and targeted methods and media if marketing is to remain cost-effective. Technological developments in interactive communication, telecommunication and digital marketing make this possible. Far more than mere communication tools, interactive media have become powerful business instruments. The article examines the nature of interactive communications and media and their integration and implementation in the marketing communications mix. The long-term implementation of interactive communications in corporations requires a marketing communications specialist that operates more interdisciplinary than ever before: he needs to assume the role of a "marketing communications engineer" beyond the mere technical sense of the term, something that raises a number of implications for the communication services industry academies in communication and marketing communication practitioners.

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Finne, Åke, and Christian Grönroos. "Rethinking marketing communication: From integrated marketing communication to relationship communication." Journal of Marketing Communications 15, no. 2-3 (July 2009): 179–95. http://dx.doi.org/10.1080/13527260902757654.

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Supada, Wayan. "INTEGRASI CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS (CRME) DALAM PENERAPAN STRATEGI KOMUNIKASI PEMASARAN." Maha Widya Duta : Jurnal Penerangan Agama, Pariwisata Budaya, dan Ilmu Komunikasi 6, no. 1 (April 30, 2022): 1. http://dx.doi.org/10.55115/duta.v6i1.2030.

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The scipe of marketiing communication is devided into internal and external marketing communication. Internal marketing communication is carried out to build relationship between companies and the organizations within them, including shareholders, employess and stake holders in the company. While external marketing communications aims to build a corporate image and strong relationships between companies with other parties including consumers and the public at large. CRM is one of the strategies that can help maximize the objectives of marketing communications carried out by companies relating to products and services. The integration of the CRME model allows companies to manage relationships with customers so that an effective relationship management focus is achieved based on mapping of elements of IT, relationship marketing dan organizational climate.

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Mulder, Dalmé. "evolution of marketing communication." Communicare: Journal for Communication Studies in Africa 23, no. 1 (October 24, 2022): 220–37. http://dx.doi.org/10.36615/jcsa.v23i1.1789.

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Marketing communication is not a new phenomenon. Communication has been part ofthe marketing process for as long as people have exchanged goods. However, the adventof technology and research, among other reasons, has made the marketing communicationprocess increasingly sophisticated in recent decades and has given rise to integratedmarketing communication (IMC) and the integrated communication phenomenon.To understand this new approach to marketing communication, one has to go back tothe roots thereof and scrutinise the path of development. “Innovation begins withabandonment. It’s not what you start; it’s what you stop that counts”, says Drucker (asquoted in Schultz, Tannenbaum & Lauterborn, 1994:1). This statement underlines theimportance of knowledge about the development of marketing communication in orderto understand the importance and effective application of this new approach calledintegrated communication. In this study historical research was conducted to seek out the implications of, and/orrelationships between, approaches in marketing communication from the past and theirconnections with the present. The paper explores the different phases that occurred inthe development of marketing communication from a mass communications focus inthe 1960s to the integrated communications imperative of the present. It becameapparent that integrated communication, which envelops integrated marketingcommunication, is crucial to an organisation’s overall success.

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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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Švajdová, Lenka. "Modern Marketing Communication in Tourism." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 4, no. 2 (2019): 20–23. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.42.3003.

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Mass tourism is a significant contributor to the development not only of regional but also national economies and generally, it is presented by tourism destination. Despite certain tendencies in preference for individual tourism, it is expected that mass tourism and mass tourism destination will continue to play a dominant role in the future. The present paper is dedicated to the topic of possible usage of modern tools of marketing communication in the management of mass tourism destination. Particular characteristics of its product are having an influence on the usage and effectiveness of traditional forms of marketing communication (advertising, exhibitions, etc.) in the presentation of a mass tourism destination and on the other hand, the possible preference of using new modern trends of marketing communication. The aim of this article is based on analysis of primary, secondary data and field observations to evaluate the possibility and critical factors of usage of selected forms of modern tools of marketing communication like internet marketing, social media, mobile marketing and the world of mouth marketing, etc. The result will be the evaluation of usage of modern marketing communication and its current state of the application in the propagation of mass tourism destinations including a proposal of some recommendations for their next application.

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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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Kumar, Namita N. "Vodafone marketing communications." Emerald Emerging Markets Case Studies 2, no. 8 (October 17, 2012): 1–8. http://dx.doi.org/10.1108/20450621211304298.

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Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.

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Chaniago, Erdi Adrimurlan, and Nafiah Ariyani. "Marketing Management's View of Integrated Marketing Communications." Journal of Social Research 2, no. 2 (January 18, 2023): 589–95. http://dx.doi.org/10.55324/josr.v2i2.668.

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In running a business, it is inseparable from marketing activities, no matter how good the value of the product sold without being balanced with the right marketing, it will not get optimal sales. Today's business activities place marketing as an important part of increasing sales turnover in a business organization. Integrated marketing communications are a part of marketing that plays an important role in increasing sales. However, not all business actors have implemented integrated marketing communications effectively and efficiently. The impact of this is that the message that the seller wants to convey does not reach consumers and potential buyers. Thus resulting in the re-promotion of the product. This study uses a qualitative descriptive type of research with a case study approach to Pure Milk MSMEs with data collection sourced from interviews of MSME owners and various references with related studies to complement this research. The result of this research is the importance of the role of integrated marketing communication in Pure Milk MSMEs, what marketing communication strategies have been applied to Pure Milk MSMEs, and what efforts will be made in the application of integrated marketing communication.

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Tsurska, B. "MARKETING COMMUNICATION STRATEGY." Scientific papers OF DMYTRO MOTORNYI TAVRIA STATE AGROTECHNOLOGICAL UNIVERSITY (ECONOMIC SCIENCES) 40 (2019): 264–70. http://dx.doi.org/10.31388/2519-884x-2019-40-264-270.

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Herreros Arconada, Mario. "Communication and marketing." Questiones Publicitarias, no. 2 (July 31, 1994): 9. http://dx.doi.org/10.5565/rev/qp.199.

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Todorova, G. "Marketing communication mix." Trakia Journal of Science 13, Suppl.1 (2015): 368–74. http://dx.doi.org/10.15547/tjs.2015.s.01.063.

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Pavlů, Dušan. "Marketing and Marketing Communication in SMEs." EUROPEAN RESEARCH STUDIES JOURNAL XVI, Issue 4 (November 1, 2013): 113–26. http://dx.doi.org/10.35808/ersj/407.

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Volkov, Michael. "Cases in Marketing and Marketing Communication." Australasian Marketing Journal (AMJ) 13, no. 1 (January 2005): 73–74. http://dx.doi.org/10.1016/s1441-3582(05)70071-9.

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Herman, Herman. "Marketing Communication Model in Social Network Facebook." Information Management and Business Review 7, no. 4 (August 30, 2015): 42–45. http://dx.doi.org/10.22610/imbr.v7i4.1161.

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The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds.The emergence of social networking media, such as Facebook is an opportunity for small and medium enterprises (SMEs) as a cheap marketing communication media, but not many SMEs are successfully doing marketing communications with social networking media, such failure due to a lack of knowledge in utilizing the social networking media. Indonesia have many small and medium enterprises, and most of them found difficulties in marketing communication, this study was held with purpose to examine the marketing communication activity in social networking media facebook. The study used a qualitative approach, that used interview ,observation and documentation, to assess the activity of SMEs marketing communications in facebook page, the setting of the research was the SMEs who success performed marketing communication in social networking media facebook. The results of this study resulted in a model of marketing communication through social networking media facebook page, which is useful as a guide for SMEs who will do the marketing communications.

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Bormane, Santa. "TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 21, 2019): 84. http://dx.doi.org/10.17770/sie2019vol6.3717.

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Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions. The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value.

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Ogura, Yuumi. "Marketing Communication with Online Characters:." Japan Marketing Journal 42, no. 1 (June 30, 2022): 65–72. http://dx.doi.org/10.7222/marketing.2022.036.

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Rizaldi, A., F. Margareta, K. Simehate, S. N Hikmah, C. N Albar, and A. A Rafdhi. "Digital Marketing as a Marketing Communication Strategy." International Journal of Research and Applied Technology 1, no. 1 (June 25, 2021): 61–69. http://dx.doi.org/10.34010/injuratech.v1i1.5639.

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Digital marketing is a strategy that is quite impactful to increase the number of consumers in the organic fertilizer business sector in an era like today. The purpose of this research is to analyze the marketing strategy of organic fertilizers and the increase in the number of consumers. The research method used was escriptive methods, namely data collection and questionnaires. Methods of data collection carried out by observation, interviews and literature study. The questionnaire was used in analyzing consumers who use organic fertilizers on chilies. The results of this research show that digital marketing as marketing communication is useful in increasing selling power and promotion. This study discusses the use of digital marketing in marketing communications and whether consumers prefer organic fertilizers or not.

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Jerman, Damjana, and Bruno Završnik. "THE MODEL OF MARKETING COMMUNICATIONS EFFECTIVENESS: EMPIRICAL EVIDENCE FROM SLOVENIAN BUSINESS-TO-BUSINESS PRACTICE." Journal of Business Economics and Management 13, no. 4 (September 17, 2012): 705–23. http://dx.doi.org/10.3846/16111699.2011.620163.

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The paper's purpose is to add to the body of knowledge on marketing communication effectiveness by developing and testing the model of marketing communication effectiveness in the business-to-business markets. Based on past research from the marketing communications and business-to-business marketing literature, the model is tested to examine the impact of antecedent variables on marketing communications effectiveness and organizational performance. Our analysis indicates that a central concept of marketing communication effectiveness is influenced by different variables. We also confirmed a positive impact of marketing communication effectiveness on organizational performance in case of Slovenian companies.

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Prisgunanto, Ilham. "IMPLEMENTASI PROMOSI BAURAN KOMUNIKASI PEMASARAN KARTU KREDIT DI INDONESIA (Studi Deskriptif Bank Mandiri, HSBC, Citibank, BCA dan BNI)." Commed : Jurnal Komunikasi dan Media 2, no. 2 (April 16, 2018): 106. http://dx.doi.org/10.33884/commed.v2i2.473.

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Credit cards are one of the most familiar payment tools for information society. They used integrated marketing communications method to get new costumers. They prepared this method to market expansion. Intergrated marketing communication depend on understanding of company about marketing of communication. This research aims to explore implementation of used integrated marketing communications. This research used theory of marketing communication, theory of integrated marketing communications, promotion and marketing plan. This reaearch method is qualitative descriptive. They collected data from staff and management of bank who produce credit card used interview method (Mandiri, HSBC, BCA, Citibank dan BNI). The result is Local Banks which produce credit card did same promotion method with the International bank method. The big issue about credit card is They must used international big brand from Citibank to arrange their system. The Marketing communication is success because of pattern of organization, cross sectoral integration in corporate. Because of that situation, its important to marketing communication at banking.

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Rosohata, А., V. Nesterenko, L. Khomenko, and V. Kropyva. "MARKETING COMMUNICATIONS IN THE CONTEXT OF ENTREPRENEURIAL ACTIVITY: BIBLIOMETRIC ANALYSIS." Vìsnik Sumsʹkogo deržavnogo unìversitetu 2021, no. 3 (2021): 277–82. http://dx.doi.org/10.21272/1817-9215.2021.3-32.

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Interest in marketing communication tools in business is growing every year. At the same time, unlike big companies, entrepreneurs have small financial resources to promote their business. Therefore, low-budget and highly effective marketing communication tools are used first. The work aims to systematize scientific knowledge on marketing communications in business. The objectives of the work are to understand the content and characteristics of existing research on marketing communications in SMEs and to identify areas of research in recent years. In recent years, public interest in marketing communications, including digital communications, has been gradually growing. The number of scientific publications is growing even faster. Most of the works are devoted to the following aspects: promotion in social media, digital marketing, Web 2.0, creative consumers, communication strategies, Visible light communication. The most cited article (820 citations) is devoted to Word-of-mouth as an element of marketing communications. The article on Visible light communication (2013) has the highest average level of citations. The earliest highly acclaimed article was published in 1990 and focused on Communication strategies in marketing channels. Seven clusters related to performance, model, marketing, social media, social media marketing, Word-of-mouth, behavior were identified. Also among the research areas are the following: consumers, Facebook, strategies, loyalty, attitudes, advertising, information, adaptation, trust, and others. Studies have been on SMEs, analytics, big data, population, brand trust, millennials, celebrations, crown virus, investor segment, food marketing, Instagram, services, community, firm performance, segment, website, and others. This article may be helpful to practicing marketers and researchers in the study of marketing communication tools.

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Budzanowska-Drzewiecka, Małgorzata. "Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej." Zarządzanie Mediami 9, no. 2 (2021): 281–96. http://dx.doi.org/10.4467/23540214zm.21.017.13412.

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The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing communication, resulting from the usage of social media in the companies’ communication practices. Based on the literature review, the current challenges of integrating social media into marketing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communication through the evolving social media and the theoretical discussion on the conceptual framework of integrated marketing communication.

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LABURTSEVA, Olena, and Halyna ALDANKOVA. "MARKETING COMMUNICATION SYSTEM OF RETAIL ENTERPRISES." Economy of Ukraine 2018, no. 9 (October 5, 2018): 139–52. http://dx.doi.org/10.15407/economyukr.2018.09.139.

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The actual problem of marketing communications management of Ukrainian retailers from the point of view of the system approach is considered. It is shown that the specificity of these marketing communications is determined both by the goals they are aimed at, and by means of communication. The objectives of marketing communications are: formation of the brand image of retailer, attracting consumers to visit places of sale, incentive to make a purchase, promotion of consumer satisfaction and ensuring the consumer loyalty. The main types of marketing communications are advertising, sales promotion, public relations, direct marketing, integrated marketing communications at places of sale and personal sales. Within each type, subspecies of traditional and electronic communications are singled out. A systemic approach to managing marketing communications in the modern conditions should be based on the principles of purposefulness, customer focus, specificity, integration, interactivity, individualization, optimality and social ethics. At the same time, the success of communications is determined primarily by the extent to which they are convenient and useful to consumers. To implement these principles, it is proposed to implement in the process of managing the marketing communications system of retail enterprises such specific functions as marketing researches of consumer attitudes towards communications, adjustment of communications based on research results and forecasting the communicative effects. Approbation of the proposed methodological approach is made using data of enterprises of retail trade networks, which carry out sales of household electrical goods, information and communication equipment. It has been established that trade networks are now more intensively using less important for consumers types of communications, and vice versa. Changing the structure of the marketing communications system taking into account the benefits of consumers will improve the indicators of the communicative effects of marketing communications; this will enhance the competitiveness and economic efficiency of retail businesses in Ukraine.

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Pomaz, Oleksandr, Tetiana Voronko-Nevidnycha, Vladuslav Dereza, and Artem Mykhailyk. "The Peculiarities of Modern Methods of Marketing Communication Policy Application by Enterprises." Modern Economics 23, no. 1 (October 27, 2020): 169–73. http://dx.doi.org/10.31521/modecon.v23(2020)-27.

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Introduction. The article deals with current issues related to the application of modern methods of marketing communication policy at enterprises, and with the research of different scientists’ approaches in defining this concept. Results. It has been proved that modern enterprises, regardless of their field of activity, require the establishment of long-term mutually beneficial relationships with suppliers, intermediaries, partners and, most importantly, with customers, therefore there is an urgent need for effective communication policy. The problems of forming marketing communications of domestic enterprises have been highlighted. It has been determined that the effective application of the communication policy of business entities becomes more important due to the increasing level of competition, the spread of globalization processes in the modern world, the impact of the pandemic, etc. As a result, communications are becoming almost the main driver of business growth. The main tasks of the marketing communications system and their functions have been described. The relevance of both traditional and new methods of using marketing communication tools has been proved. In particular, among modern methods of marketing communication policy, which have found application in the business practices of the leading companies, are specified: Internet marketing, event marketing; holistic (comprehensive, integrated) marketing; story-telling (technology to create a story and transmit the necessary information by using it); tryvertising (the consumer can first try a product and then buy it) sensitive marketing; identification marketing (based on the features of the brand), input or involving marketing (sending out content useful to the target audience through a blog or e-mail); impact marketing, etc. The need to develop marketing communications management was noted. Conclusions. It has been substantiated that enterprises need to constantly respond to the existing customer expectations that are a dominant factor in the success of the products (works, services) sale by effectively applying the marketing communications system. Keywords: communication; marketing communication; agrarian enterprise; promotion; communication policy.

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Baranetska, A. "ІНТЕГРОВАНІ КОМУНІКАЦІЇ: ІНТЕРПРЕТАЦІЯ РЕКЛАМИ." State and Regions. Series: Social Communications, no. 1(41) (March 10, 2020): 90. http://dx.doi.org/10.32840/cpu2219-8741/2020.1(41).14.

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<div>The article explores aspects of modern advertising discourse implementation. The patterns of realization of interaction between advertising and consumers are characterized. The basic functionality of advertising as a communication tool is defined. The article describes strengths and weaknesses in the organization of advertising communication and notes positive features and disadvantages of advertising. Advertising is presented as an important component of the marketing communication system. It is emphasized that the efficiency of marketing communications is due to their strategic planning, therefore, marketing communications is a peculiar strategy of communication with the target audience, which involves its comprehensive coverage. It is noted that the traditional dominant means of the marketing communications system is advertising, which can adapt in the context of modern social transformations. It has been determined that advertising, as a form of mass communication, requires certain transformations due to modern trends in the economic market. The shortcomings of advertising include lack of personal contact with the audience, obtrusiveness and addiction that require a certain correction. The article examines the essence of the concept of integrated marketing communications (IMC), which consists in a kind of synthesis of communication means and the possibility of their complementarity, by overcoming the shortcomings of some communication elements by others, which will contribute to the expansion of the range of interaction with consumers. Advertising in the marketing communications system has been interpreted as an important component of a customer engagement strategy. Possible variants of advertising supplementation by other communication means are shown, the advantages of which can offset the disadvantages in advertising communication. It is noted that the complex simultaneous use of marketing communications increases the influence and contributes to increasing the pragmatic effect of such communication. The necessity of strategic planning of communication with consideration of specific communication characteristics of each medium and possibility of interchangeability are emphasized.</div>Key words: advertising, advertising discourse, marketing communications, integrated marketing communications, communication.

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Sari, Aida Malan, and Nuri Aslami. "Strategi Komunikasi Pemasaran Asuransi Syariah." Transformasi Manageria: Journal of Islamic Education Management 2, no. 1 (January 6, 2022): 57–72. http://dx.doi.org/10.47467/manageria.v2i1.870.

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This article contains a Sharia Insurance Marketing Communication Strategy which focuses on the stages of developing effective marketing communications, namely determining the target audience, setting communication goals, designing messages, selecting media, selecting message sources, determining the promotional mix. and determine the marketing mix strategy. The research method used is a qualitative descriptive method with data analysis techniques using the Interactive model of Matthew B. Miles and A. Michael Huberman. The results showed that a marketing communication strategy that prioritizes two-way communication with customers to sell their products in order to gain influence, trust, and actions such as direct feedback can have a positive impact. development of effective marketing communications. to achieve the goals that have been set and can be implemented properly. Keywords: marketing strategy, marketing communication, sharia insurance

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Petkova, Teodora. "Metadata, communication and understanding in digital marketing communication)." Media and Language Journal 1, no. 12 (October 5, 2022): 58–67. http://dx.doi.org/10.58894/self4531.

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The study of digital marketing communications on the Web is inseparable from the study of the ways metadata with which the web content of these communications is or should be described. This article presents the aspects of digital marketing communication and understanding in the interactive, interconnected on the levels of text and metadata, hypermedia environment of the Web. The article argues that the texts of digital marketing communications on the Web should be perceived (and created) both as a collective action and together and from the point of view of their function as digital objects

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Hänninen, Nora, and Heikki Karjaluoto. "The effect of marketing communication on business relationship loyalty." Marketing Intelligence & Planning 35, no. 4 (May 6, 2017): 458–72. http://dx.doi.org/10.1108/mip-01-2016-0006.

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Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) collected from customers of Finnish manufacturing companies operating in the paper, mineral, and metal-processing industries. Findings The effects of customer-perceived value on customer loyalty are both direct and indirect, as marketing communications partially mediate this relationship. The customer-perceived effectiveness of various marketing communication channels adds more to loyalty formation than the perceived quality of marketing communications. Practical implications Of special interest for marketing practitioners is the channel-specific approach to the effectiveness of marketing communications. Results suggest that personalized channels would be the most important mediators of the effects of perceived value on loyalty and also bring up the possibility of combining personalized direct communication with new cost-effective digital channels. Originality/value Relatively little research has examined the mediating role of marketing communications in the relationship between perceived value and loyalty in the B2B context.

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Rizaldi, Arjuna, and H. Hidayat. "Digital Marketing Communication Strategy." Jurnal Entrepreneur dan Entrepreneurship 9, no. 2 (December 14, 2020): 57–66. http://dx.doi.org/10.37715/jee.v9i2.1340.

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The purpose of this research is to see how digital marketing strategies can affect the increase in sales and number of customers. The method used to support this research is descriptive qualitative method by collecting data through literature study in order to describe the elements that exist in a digital marketing strategy in depth. The results of this study show that the development of information technology is necessary for the community to support a variety of business activities both large and small. one of them is using digital marketing in the marketing system of a business unit to increase sales volume and the number of consumers that affect competitiveness in global competition. It is because technology will facilitate human work in meeting their needs related to the development of business units.

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Lugan, Jean-Claude, and Serge Albouy. "Marketing et communication politique." Revue Française de Sociologie 35, no. 4 (October 1994): 705. http://dx.doi.org/10.2307/3322202.

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Tardin, Matheus, Anderson Soncini Pelissari, and Luiza Dazzi Braga. "Social Media Marketing Communication." International Journal for Innovation Education and Research 8, no. 6 (June 1, 2020): 441–57. http://dx.doi.org/10.31686/ijier.vol8.iss6.2438.

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The objective of this work is to evaluate the effects of firm generated content (FGC) and user generated content (UGC) on brand equity (BE) and on the consumer's purchase intention. To achieve it, the research methodological approach was quantitative, cross-section survey type. Data collection was carried out by an online survey, and 322 valid responses were obtained. The proposed model was analyzed using the Structural Equation Modeling method (PLS-SEM). The results show that both the firm generated content and the user generated content influence brand equity. The content generated by the company, however, has a greater effect and has greater power to explain brand equity than the content generated by the users. On the other hand, the direct effects of FGC and UGC on the intention to buy are not significant when the effect of brand equity is considered. Therefore, this research contributes to the theoretical framework of marketing, specifically in the areas of relationship and digital marketing, by being one of the first to assess the joint effects of the content generated by the brand and by the consumer on brand equity and purchase intention.

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Cass Baldwin, Cheryl. "Communication: A Marketing Tool." Work 4, no. 1 (1994): 68–70. http://dx.doi.org/10.3233/wor-1994-4109.

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Larson, Tim, and Jim Potter. "Integrated Marketing Communication Management:." Journal of Nonprofit & Public Sector Marketing 3, no. 2 (July 25, 1995): 23–36. http://dx.doi.org/10.1300/j054v03n02_03.

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Vokurka, Robert J., Stephen W. McDaniel, and Noelle Cooper. "Church Marketing Communication Methods." Services Marketing Quarterly 24, no. 1 (September 2002): 17–32. http://dx.doi.org/10.1300/j396v24n01_02.

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Christensen, Lars Thøger. "Marketing as auto‐communication." Consumption Markets & Culture 1, no. 3 (January 1997): 197–227. http://dx.doi.org/10.1080/10253866.1997.9670299.

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Petill, Jerry. "Marketing your communication center." Air Medical Journal 15, no. 3 (July 1996): 139. http://dx.doi.org/10.1016/s1067-991x(96)90065-6.

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McKay-Nesbitt, Jane, and Sukki Yoon. "Social marketing communication messages." Journal of Social Marketing 5, no. 1 (January 5, 2015): 40–55. http://dx.doi.org/10.1108/jsocm-04-2013-0021.

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Purpose – This paper examines how social marketing communication messages influence physical activity attitudes when a health organization is revealed as the message source. Design/methodology/approach – This paper examines how social marketing communication messages influence physical activity attitudes when a health organization is revealed as the message source. Findings – Results from three studies using experimentally manipulated messages (Studies 1 and 3) and real TV commercials (Study 2) suggest that work-framed social marketing communication messages may be more effective than fun-framed messages when the sponsoring health organization is disclosed, versus not disclosed in the ad. Research limitations/implications – This research extends the literature on source-effects on message effectiveness by suggesting that the type of message sponsor (i.e. a health organization) may influence attitudes toward the physical activity promoted in the message content. Practical implications – The results suggest that health organizations may be able to maximize communication effectiveness by employing work – rather than fun-framed messages, when it is evident that the message source is a health organization. When individuals are unaware that a health organization is the message source or when a non-health organization is the message source, fun-framed messages may be as effective for encouraging physical activity. Social implications – This research may assist health organizations to make the best use of their limited resources by providing guidance for the development of social marketing communication messages that encourage people to be physically active. Originality/value – Although source effects on marketing message effectiveness have been well established in the marketing literature, this study is the first to suggest that a health-organization message source interacts with work- versus fun-framed message content to impact the persuasiveness of messages designed to encourage physical activity.

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van Raaij, W. Fred. "Globalisation of marketing communication?" Journal of Economic Psychology 18, no. 2-3 (April 1997): 259–70. http://dx.doi.org/10.1016/s0167-4870(97)00007-x.

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Chiaro, Delia. "Translational and Marketing Communication." Translator 10, no. 2 (November 2004): 313–28. http://dx.doi.org/10.1080/13556509.2004.10799182.

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Li, Zhan G. "Communication in Marketing Channels." Journal of Marketing Channels 6, no. 3-4 (August 28, 1998): 45–71. http://dx.doi.org/10.1300/j049v06n03_03.

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Bach Jensen, Morten. "Online marketing communication potential." European Journal of Marketing 42, no. 3/4 (April 4, 2008): 502–25. http://dx.doi.org/10.1108/03090560810853039.

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Wojciechowski, Łukasz P., and Katharina Fichnová. "New technologies and ambient marketing communication." Annales Universitatis Paedagogicae Cracoviensis | Studia de Cultura 14, no. 2 (June 30, 2022): 22–46. http://dx.doi.org/10.24917/20837275.14.2.2.

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This paper introduces unconventional forms and technology of digital communication, which guerilla and ambient marketing communication utilize to implement strategies of communi-cation with clients. It presents specifics of the mentioned types of communication, pointing out creativity and its remarkable unique attributes (originality, the element of surprise, effectivity and others). In our selection of 300 respondents, differences in subjective perception of attributes were identified in ambient marketing communication and in classical creative form of marketing communication. Our paper characterizes strategies and visual techniques used in them, and new technologies implementing the element of surprise for creation of positive emotions. With the use of selected examples, we illustrate possibilities for digital communication with implemented communication strategies. At the end, we offer our own synthesized scheme of creativity levels in marketing communication addressing the special importance ofcreativity, with a regard to the new technologies and with an investigative approach towards the ambient and guerilla marketing communications using these new technologies at the set levels.

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Siswanto, Tito. "Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah." Liquidity 2, no. 1 (July 2, 2018): 80–86. http://dx.doi.org/10.32546/lq.v2i1.134.

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Communication is a very important element in marketing, because marketing is essentially the communication between producers and consumers. The more advanced development of technology and information, it encourages the changes of conventional communications to modern communication which is digital life style. To support the realization of such communication, the internet became an important element in the creation of modern marketing communications. Until finally, comes the online social media that offers ease of marketing communications with the online system. Because of their low cost and ease of access, it is not un-common these media are conducted by the company in marketing their products. This article will explore the importance of social media for small and medium enterprises as an effort to improve the company's competitive.

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Sellahvarzi, Solmaz, Vahid Reza Mirabi, and Mehdi Iran Nejad Parizi. "A study on the effects of marketing communication using integrated marketing communication." Management Science Letters 4, no. 7 (2014): 1415–20. http://dx.doi.org/10.5267/j.msl.2014.6.027.

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A, Asrul, M. Alfandy I, and Aufa Fauziah S. "Utilization Instagram as an Communication Marketing Media." International Journal of Research and Applied Technology 2, no. 2 (December 1, 2022): 1–5. http://dx.doi.org/10.34010/injuratech.v2i1.6936.

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The purpose of this study is to analyze the use of Instagram as a communication marketing medium in utilizing the new internet media as an alternative to approach potential consumers. This study used qualitative research methods. The results of this study are the use of Instagram social media in expanding and improving the marketing communication function. Because the presence of the internet in marketing communications can help business people or marketers in carrying out marketing communications, because marketers must have a strategy to be able to take advantage of Instagram social media as a marketing medium in order to achieve their goals and target market. This research was conducted to determine the benefits of Instagram as a communication marketing medium in approaching consumers and achieving the desired target market

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A, Asrul, M. Alfandy I, and Aufa Fauziah S. "Utilization Instagram as an Communication Marketing Media." International Journal of Research and Applied Technology 2, no. 2 (December 1, 2022): 1–5. http://dx.doi.org/10.34010/injuratech.v2i2.6936.

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The purpose of this study is to analyze the use of Instagram as a communication marketing medium in utilizing the new internet media as an alternative to approach potential consumers. This study used qualitative research methods. The results of this study are the use of Instagram social media in expanding and improving the marketing communication function. Because the presence of the internet in marketing communications can help business people or marketers in carrying out marketing communications, because marketers must have a strategy to be able to take advantage of Instagram social media as a marketing medium in order to achieve their goals and target market. This research was conducted to determine the benefits of Instagram as a communication marketing medium in approaching consumers and achieving the desired target market

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Syahputri, Rima Rizki, and Zuhrinal M. Nawawi. "Pengaruh Komunukasi Pemasaran Sebagai Promosi Untuk Usaha Kecil Menengah." Economic Reviews Journal 2, no. 1 (August 27, 2022): 39–45. http://dx.doi.org/10.56709/mrj.v2i1.39.

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To turn innovative ideas into viable businesses, an entrepreneur collects and brings together all the essential resources, such as money, people, business model, strategy and willingness to take risks. The marketing mix consists of four elements: product, price, location and promotion. Promotion as part of the marketing mix has a number of obstacles in terms of the effectiveness and efficiency of the marketing message to be conveyed. As a result, the concept of integrated marketing communication emerged, which integrates several marketing communication strategies to increase the effectiveness and efficiency of integrated marketing messages. An entrepreneur's ability to sell his brand will be aided by the knowledge, understanding and application of integrated marketing communications. The purpose of this study is to conduct a theoretical investigation of the relationship between entrepreneurship and integrated marketing communication as a marketing promotion approach. If done right, integrated marketing communications can help entrepreneurs introduce, form a positive impression, and retain clients for their companies. Keywords: Communication, Marketing, Entrepreneurship.

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Smith, Victoria Louise, and Xavier Font. "Marketing and communication of responsibility in volunteer tourism." Worldwide Hospitality and Tourism Themes 7, no. 2 (April 13, 2015): 159–80. http://dx.doi.org/10.1108/whatt-12-2014-0050.

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Purpose – The purpose of this paper is to test whether volunteer tourism organisations are prepared to learn from feedback on the quality of their responsibility communications, and consider whether analysis and communication of results can influence market improvement. Design/methodology/approach – A purposive sample of five influential website pages of eight volunteer tourism organisations are scored across 19 responsible voluntourism criteria, and compared against the results of two years previously. Findings – The authors report mixed results on how communicating results has encouraged change and industry improvement in responsibility, based on previous research that showed responsibility to be communicated inconsistently at best, potentially greenwashing at worst, across organisations, product types and responsible values. Research limitations/implications – The paper applies sustainability marketing literature to explain the changes in responsibility communication performance using an innovative tool to benchmark and audit responsibility in online marketing content and providing insight into how best practice marketing necessitates responsible operations. This paper considers whether and how, when presented with evidence, organisations choose to improve for a more responsible voluntourism offer. Originality/value – The paper is original in providing a practical, industry-informed analysis of the reasons why volunteer operators communicate in the way they do, and the ability to influence their communications to be more reliable, in the context of increased criticism for shallow volunteering. This experiment allows industry associations and lobby groups to influence industry practice based on the evidence that improved communications are possible when specific, tailored advice is provided.

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Anggraeni, Devita, and Chandra Kartika. "Pengaruh Service Marketing, Relationship Marketing, Communication Marketing Terhadap Customer Satisfaction." Journal of Islamic Management 2, no. 1 (January 10, 2022): 191–202. http://dx.doi.org/10.15642/jim.v2i1.675.

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This study aims to determine: Is there any influence of Service Marketing, Relation Marketing and Communication Marketing simultaneously affect the Customer Satisfaction of Motorcycle users at Surya Gemilang Motor Surabaya Barat, Is there any influence of Service Marketing partially affect the Customer Satisfaction of Motorcycle users at Surya Gemilang Motor Surabaya West, Is there any influence of Relationship Marketing which partially affects Customer Satisfaction of Motorcycle users at Surya Gemilang Motor , W est Surabaya, Is there any influence of Communication Marketing that partially affects Customer Satisfaction of Motorcycle users at Surya Gemilang Motor, West Surabaya. The population in this study are customers who use Honda motorcycles. The sampling technique used was accidental sampling. The data collection technique used a questionnaire that had been tested for validity and reliability. The data analysis technique used is multiple regression. The results of this study indicate that Service Marketing, Relation Marketing and Communication Marketing variables simultaneously have a Positive and Significant effect on Customer Satisfaction of Motorcycle users at Surya Gemilang Motor, West Surabaya. Relationship Marketing partially has no effect on Customer Satisfaction of Motorcycle users at Surya Gemilang Motor, West Surabaya. Keywords: Service marketing, relationship marketing, marketing communication, customer satisfaction

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Drozdovich, L. "THEORETICAL AND METHODOLOGICAL ASPECTS OF FORMATION OF INTEGRATED APPROACH TO THE MANAGEMENT THROUGH HOLISTIC MARKETING." Экономическая наука сегодня, no. 9 (June 27, 2019): 145–51. http://dx.doi.org/10.21122/2309-6667-2019-9-145-151.

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The article considers the main trends in the development of modern marketing. The approaches to such concepts as «holistic marketing», communications capacity, which is generated by the formation of integrated marketing communications, are defined. The article has developed proposals for the optimization of communication structure taking into account the digitalization of consumer behavior. The stages of formation of «sales funnel» based on the transformation of communicational instruments and their integration are shown in the current paper.

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Journal articles on the topic 'Marketing communication'

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