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Niemann, Ilse. "Strategic integrated communication implementation towards a South African conceptual model /." Thesis, Pretoria : [s.n.], 2005. http://upetd.up.ac.za/thesis/available/etd-10062005-100746.
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Jewell, Stacy Ellen. "Integrated Marketing Communication Strategies in Ohio Agribusinesses." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453.
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Roeck, Hansen Maria. "CSR from a strategic perspective : - How Swedbank can develop stakeholder confidence and valueMBA-thesis in marketing - MBA-thesis in marketing." Thesis, University of Gävle, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6267.
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Aim: Problem background - CSR has today increased its strategic status and consumer demand of sustainable development has also increased lately. However, there are still companies that have not adjusted their strategies to fit this swift in demand. This study offers a strategic tool, based on sustainable core competencies, for companies to implement in order to use CSR to boost their business.
Research issue - How can Swedbank increase stakeholder confidence and value?
Delimitations - This study focuses on the concept of integrating CSR work into the strategy and how this could result in added value for the B2B customer of Swedbank Corporate Market.
Method: This study has an abductive approach and the author has collected qualitative primary data in the form of interviews with employees at Swedbank, Sparbanken Nord and with five of Swedbank’s customers from the public sector.
Result & Conclusion: Swedbank needs to re-position their brand with a differentiated strategy, including a supportive vision and Market Communication, in order to gain a competitive advantage, strengthen their image, stakeholder confidence and financial performance. The author recommends the sustainable core competence, “Sparbankssjälen”, in order to deploy an ethical, economical and environmental responsible strategy to implement into all their activities.
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Krátký, Ondřej. "Strategické plánování v marketingové komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10606.
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Today, everybody is subject to plenty of communication messages. Because of this situation firms' task becomes more difficult in finding new ways of contact with their customers. That is to say that current communication channels are glutted. This diploma thesis argues an origin of a successful communication strategy, the reason for growing importance of strategic planning and also how the communication strategy fits into a hierarchy of company processes. This thesis also contains a more detailed analysis of Integrated Marketing Communications concept (IMC) as a means of effective communication with not only chosen target audience, but also with company employees and the others concerned. Theoretical conclusions are accompanied by opinions of prominent communications experts from agencies participating in Asociace komunikačních agentur (The Association of communication agencies). These views are concerning development of communication planning under Czech conditions, practical utility of IMC and actual trends in marketing communications practice with regards to current economic situation.
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Albarino, Laurie Ann. "Nonprofit Leader External Communication Strategies to Attract New Donors." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7853.
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Approximately 64% of nonprofit leaders struggle to connect with supporters through fund initiatives alone, and 59% of nonprofit leaders lack the marketing communication capability to attract new donors. Fundraising is vital to nonprofit organizations' sustainability and essential for successfully attracting new donors. The purpose of this qualitative single case study was to explore effective external communication strategies used by 3 southern California nonprofits through the conceptual lens of the integrated marketing communications theory. Data were gathered using semistructured interviews, a review of organizational documents and online databases, and the Baldrige Excellence Framework. The data were analyzed using Yin's 5-step process. The two key themes that emerged were process strengths and process opportunities. The results of this study could contribute to positive social change by helping organizations strengthen external communications strategies to increase new donors and financial capital to achieve mission goals.
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Grandič, Tomáš. "Komunikační strategie firmy Racio, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223436.
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The theme of my Master‘s Thesis called “Communicational Strategy of the company Racio” is the analysis of marketing communication in the company Racio. First part deals with the theoretical solution of process of marketing communication. In the second part I try to assess strengths, weaknesses, opportunities and threats of the company by the help of used analyses. In the last part of Master Thesis I try to propose new communication strategy that will be able to avoid some of weaknesses and threats for the company.
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Radil, Lukáš. "Komunikační strategie ve firmě." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15401.
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Application-oriented work on the theme "Communication strategies in the company" is solving problems with corporate communications solution in companies. It is a reaction to the ever-present poor and nonconceptual marketing communication whether it's a small or large firm. The aim of this work is to provide an overview of communication tools and to show on concrete company, that for the formation of functional integrated commercial communication is not always required expensive advertising agency. The theoretical section summarizes the essence of communication strategy and business planning process with emphasis on the concept of IMC - integrated marketing communications followed by a list of commercial communication tools, including brief description and examples from practice. Detail is given to new trends in marketing and the issue of online marketing and use of social networks. In the practical part, the goal is to propose communication strategy for newly founded agency. First step is a detailed analysis of the position, target audience and competition. Then I establish a communication strategy corresponding with business goals and results of analysis. After that, appropriate communication tools are identified and design of use is outlined. In the end I also establish benchmarks for success assessment, timetable and estimated budget for implementation of the proposed strategy.
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Zagalo, Joana Mafalda da Cruz. "A comunicação integrada de Marketing na era do Marketing Omnicanal. casos do setor automóvel português." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2019. http://hdl.handle.net/10400.5/17765.
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Dissertação de Mestrado em Comunicação Social, na especialização de Comunicação EstratégicaA crescente digitalização e inovação tecnológica alteraram a forma como as marcas comunicam com os seus consumidores. A abordagem unidirecional foi substituída pela abordagem bidirecional e, hoje em dia, os consumidores têm a possibilidade de contactar com as marcas através de canais como as redes sociais online, websites ou através de chats de conversação, por exemplo. Este estudo pretende entender de que forma o mix de Comunicação Integrada de Marketing se alterou. A Comunicação Integrada de Marketing tem por base o planeamento de uma única estratégia para os vários canais existentes, cujo objetivo é maximizar os impactos da comunicação. Através de uma estratégia omnicanal, o objetivo passa por consubstanciar a experiência do consumidor entre os vários pontos de contacto com a marca, através dos canais tradicionais e dos canais online. Para entender de que forma esta conjugação pode ser realizada procurou estudar-se três marcas do setor automóvel, em Portugal. Para o desenvolvimento deste estudo, foram realizadas entrevistas não só a Diretores de Marketing, Responsáveis de Comunicação, Diretores Comerciais, Gestores de Produto e a uma Especialista de Comunicação e Marketing, mas também a consumidores. Os resultados obtidos permitiram à investigadora afigurar que há ainda um caminho a percorrer para que as marcas comecem a substituir as estratégias multicanal por estratégias omnicanal.
Increasing digitization and technological innovation have transformed the way brands communicate with their consumers. The unidirectional approach has been replaced by the bidirectional approach and consumers today have the possibility to connect with brands through channels such as online social networks, websites or through chat rooms, as examples. This study intends to apprehend how the integrated marketing communication mix has changed. The Integrated Marketing Communication is based on planning a strategy for the different existing channels, whose main goal is to maximize the impacts of communication. Through an omnichannel strategy, the objective is to unify the consumer experience between the various contact points with the brand through traditional and online channels. In order to comprehend how this merge can be accomplished, three brands of the automobile sector were studied, in Portugal. Developing this study, interviews were conducted not only with Marketing Executives, Heads of Communication Departments, Commercial Executives, Product Managers and one Communication and Marketing Specialist, but also with consumers. The results allowed the researcher to demonstrate that there is still a way forward for brands to start exchanging multichannel strategies with omnichannel strategies.
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Martin, Ashley N. "The interaction of message content, media sequence, and product involvement: an examination of intended message content sequences across a two-channel strategic IMC effort." Thesis, Kansas State University, 2014. http://hdl.handle.net/2097/18705.
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Master of ScienceDepartment of Journalism and Mass Communications
Curtis Matthews
Integrated marketing communications strategies are being utilized more and more by practitioners who wish to reach their audiences in different ways at different times. However, the omnipresence that results from these multi-channel campaigns presents a new challenge for marketers, as their message and channel sequences may or may not be experienced in the order intended. Past literature has shown that both message order and channel sequence do matter. However, existing literature has not examined intended message sequences where the first channel “teases” the more comprehensive information available in the second channel. Therefore, the aim of this study was to bridge some of the gaps in past research by exploring message content order effects and channel sequence effects across intentional sequences for both high- and low-involvement product categories through the lens of the Elaboration Likelihood Model. A 2 (message content order: tease-to-answer versus answer-to-tease) by 2 (medium sequence: print-to-online versus online-to-print) by 2 (product involvement: high- versus low-involvement) mixed factorial experimental design was conducted to explore how message content order, channel sequence, and product involvement level affected evaluations of brand and message, as well as perceived behavioral intent. The findings indicated that message content order had significant influence over brand and message evaluation, with the tease-to-answer order producing the highest evaluations of brand and message. The findings also indicated that the online-to-print sequence was only effective for increasing behavioral intent under high-involvement conditions. Implications for marketing practitioners and future research are discussed.
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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.
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This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience
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Thorbecke, Lysa, and thomas Britos. "Online communications in tour operators marketing strategies : A case study on how and why do tour operators integrate online communication in their marketing strategies." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29412.
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The purpose of this thesis is to explore the different Internet tools in a marketing strategy, which can be used within a tour operator in Sweden. The question is why did they choose these specifics Internet tools and how do they use it. Further, this project aims to contribute to the development of new knowledge regarding the online marketing strategies in the outbound tourism market.
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Hutson, Jeffrey D. "Contemporary attitudes toward integrated marketing communication." Virtual Press, 2006. http://liblink.bsu.edu/uhtbin/catkey/1337196.
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This research utilized Q Method to learn whether attitudes regarding integrated marketing communication (IMC) among both educators and practitioners are consistent with placing IMC in an inductive or pre-theory stage of development within the theory building-research cycle. The analysis indicates an acceptance of IMC as a valid method of communication management among study participants. However the data is consistent with a negative, or at best ambiguous, conclusion when it comes to placing attitudes regarding IMC in an inductive or pre-theory stage of development within the theory building-research cycle. This then permits the conclusion that IMC at present is a communications management approach, not a nascent communication theory.Department of Journalism
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Kolsarici, Nalca Ceren. "Flexible models of integrated marketing communication effects." Thesis, McGill University, 2009. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=66860.
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This thesis comprises three essays and investigates complex effects of integrated marketing communications, using advanced statistical and econometric models. The first essay focuses on the measurement of complex multi-media communications effects such as thresholds, saturation levels and cross-media synergies. We use, MARS, a non-parametric regression method based on multivariate adaptive splines, and show that it, successfully trading-off the bias reduction and variance increase, performs superior to parametric and non-parametric benchmarks in model fit and predictive validity. The results provide compelling evidence to one or more threshold points, saturation levels, early saturation for newspaper advertisements and support for possible supersaturation for certain media. Moreover, we quantify the observed threshold and saturation levels using non-parametric derivatives and find that majority of the media perform in inefficient spending ranges. The second essay examines the dynamic effects of direct-to-consumer advertising (DTCA) in a market where regulations impose restrictions on the type and content of prescription pharmaceutical advertising. We identify three research questions that should be of great managerial interest: Whether DTCA is a reasonable option to choose under these regulations. If so, which type of DTCA is more effective, and when? We pursue these questions by examining data on new and refill prescriptions for a novel pharmaceutical through the implementation of an Augmented Kalman Filter with continuous state and discrete observations (AKF(C-D)). Our findings suggest the presence of complex DTCA dynamics for the two types of regulation-induced advertising messages. We discuss implications and provide extensive validation tests that confirm the superiority of our modeling approach. The final essay investigates the influence of market heterogeneity on the consumer and physician directeCette thèse comprend trois essais et examine les effets complexes des communications marketing intégrées, utilisant des modèles statistiques et économétriques avancés. Le premier essai se concentre sur la mesure des effets complexes des communications multimédia comme les seuils minimums, les niveaux de saturation et les synergies des médias croisés. Nous utilisons, MARS, une méthode de régression non paramétrique basée sur des courbes adaptatives multivariables, et ce qui démontre qu'équilibrant avec succès la réduction de l'erreur moyenne et de l'écart de l'augmentation, MARS s'exécute mieux aux points de référence paramétriques et non paramétriques dans l'ajustement du modèle et la validité prédictive. Les résultats fournissent la preuve irréfutable d'un ou plusieurs points de seuil minimum, de niveaux de saturation, de la saturation précoce pour les publicités dans la presse écrite et d'un appui pour une possible sursaturation de certains médias. De plus, nous évaluons quantitativement le seuil observé et les niveaux de saturation en utilisant des dérivés non paramétriques et constatons que la majorité des médias s'exécute dans des gammes de dépenses inefficaces.Le deuxième essai examine les effets dynamiques de la publicité directe au consommateur (DTCA) dans un marché où les règlements imposent des restrictions sur le type et le contenu de la publicité pour les prescriptions pharmaceutiques. Nous identifions trois questions de recherche qui devraient être de grand intérêt en gestion, c'est-à-dire : Si la DTCA est une option raisonnable à choisir conformément à ces règlements ? S'il en est ainsi, quel type de DTCA est le plus efficace et quand ? Nous poursuivons ces questions en examinant des données sur les nouvelles prescriptions et les renouvellements de prescriptions pour un nouveau médicament par la mise en oeuvre d'un Filtre Kalman Augm
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Schutte, Chantalle. "Strategic integrated communication on South African nonprofit organisation websites." Diss., University of Pretoria, 2009. http://hdl.handle.net/2263/26684.
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South Africa’s democratic political regime opened up a global operating environment, affecting all sectors of the economy including the nonprofit sector. Models of sustainability have become more important than ever, with an increased emphasis on management models in this sector. New information and communication technologies such as the Internet and especially website technology have produced a challenging need for communication management paradigms. Operating within a context of increasing uncertainty may lead to nonprofit organisations looking outside the boundaries of their own sector for new management models and ideas. Strategic integrated communication is a management idea rooted in private sector knowledge. More specifically, Niemann’s (2005) conceptual model for the implementation of strategic integrated communication has the potential to address the sustainability issue within the website arena. The present study evaluates the application of strategic integrated communication according to Niemann’s (2005) conceptual model, among a selection of South African nonprofit organisation websites. Lack of research regarding strategic integrated communication within the South African nonprofit sector was the main motivating factor for this study. The study also represents an attempt to empirically test Niemann’s (2005) normative model within a specific context, thus helping to assess the scientific validity of the model. An exploratory qualitative research design was employed, with evidence collected by means of a content analysis of nonprofit websites and an e-mail questionnaire intended for the most senior communication/marketing staff member of each organisation. From an external perspective, nonprofit websites display many of the elements of Niemann’s (2005) conceptual model. Yet, evidence about the internal communication management aspects of the same organisations indicates that essential elements of the model are absent. CopyrightDissertation (MCom)--University of Pretoria, 2009.
Communication Management
MCom
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Li, TianLi, Xiaoyu Zhang, and Kai Yang. "The dilemma of implementation of Integrated marketing communication." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75869.
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Background: Integrated marketing communication (IMC) became increasingly popular since 2005, the IMC is built of four parts. The first part is a concept and it also is the process. The second part explains that IMC needs special skill and knowledges. The third part described the IMC have three pillars which focus on audience, channel and the result. The last part refers to that IMC attempts to the increase of company communication. The concept of IMC can be called “Speak with One Voice”. The meaning of IMC includes advertising, promotion, public relations, direct marketing. CI, packaging, news media and all other communication activities within the scope of marketing activities, but also enables companies to communicate unified communicate information to consumers.Purpose: The researchers of this thesis aim to explore the barriers when organizations implement integrated marketing communication.Methodology: In this paper, authors used qualitative research under deductive approach. The primary data was gathered with six participants from different advertisement agencies. All the interviews were conducted with semi-structured interview.Conclusion: Through the preview semi-structured interviews, there are two barriers has been agreed with all of these 6 participants who are from different advertising agencies. Authors defined these two barriers as the main barriers to implement integrated marketing communication by organizations: the management knowledge and Lack of horizontal communication. Authors also have some important finding about new barriers of implementation to integrated marketing communication. Three of our participants from different adverting agency with a lot of experience on IMC mentioned that the employees' trust in leadership of managers is also one of the main barriers. Authors believe this might be another main barrier for organization on implementation of IMC and should attract enough attention by marketers.Key words: Intergrated marketing communication, barriers, management knowledge and Lack of horizontal communication
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Hobson, Paula Lee. "Integrated marketing communications at community colleges." abstract and full text PDF (free order & download UNR users only), 2008. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1453583.
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Culliver, Katherine. "Integrated Marketing and Nontraditional Student Enrollment Decision Making." Thesis, University of La Verne, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10003189.
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Purpose. The purpose of this study was to examine the relationship between university advertising and marketing procedures and techniques and the personal characteristics and motivations of nontraditional students who decide to enroll in bachelor’s degree programs. The overarching goal was to explore the experiences and decision-making processes of these students in an effort to address the lack of data guiding college and university marketing behavior toward this unique population. This project examined the decision making of college-bound individuals through the lens of electronic marketing, traditional marketing, and word-of-mouth marketing methods.
Methodology. An exploratory quantitative research design was used. A survey was designed using a combination of previously validated instruments and questions developed by the researcher to measure the influence of marketing on nontraditional undergraduate students’ enrollment decisions. The sample consisted of nontraditional students who had recently enrolled in a degree/accelerated degree program in one of four colleges/universities in Southern California and had not yet completed a full semester/quarter of coursework.
Findings. A significant difference was found in the amount of marking exposure among nontraditional students by medium. The analysis indicated a significant difference in the influence of marketing across racial and gender groups that also varied by medium. Females were significantly more influenced by the universities’ websites, for example. Males were significantly more influenced by word-of-mouth marketing from family members, and females were more likely to seek out friends than family for information. Also, those belonging to the “other” ethnic subgroup were significantly more influenced by online ads than their African American, Hispanic, or Caucasian counterparts.
Conclusions. Several significant factors were identified that influence the decision-making process of nontraditional students who are preparing to enroll in an institution of higher education. Exposure to relevant marketing materials varies across a number of variables, and the influence of word-of-mouth marketing may be more important to this population when compared to traditional undergraduates.
Recommendations. Further research is needed to inform the marketing methodologies in which institutions of higher education engage when reaching out to nontraditional students. This population’s motivations for enrolling are unique and, when combined with personal sociodemographic variables, represent an important challenge for university marketing professionals.
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Kreidly, Fikrie, Abdikadar Aden, and Adnan Tvrtkovic. "Integrated Marketing Communications : A quantitative study of the perceptions of integrated marketing communications in the Swedish market." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35476.
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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing. It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.
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Dharmappa, Sunil [Verfasser]. "Study of the Effectiveness of Online Marketing on Integrated Marketing Communication / Sunil Dharmappa." München : GRIN Verlag, 2018. http://d-nb.info/1176812351/34.
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Cloete, Ewoudt. "An exploration of the strategic implementation of marketing communication within social networking communication context." Thesis, North-West University, 2012. http://hdl.handle.net/10394/9004.
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Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines.
In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix.
During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed.
During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics.
In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing.
It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing.Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013.
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Bronkhorst, N. J. "Developing an integrated marketing communication strategy for the MGK Group." Thesis, Stellenbosch : Stellenbosch University, 2010. http://hdl.handle.net/10019.1/80495.
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Thesis (MBA)--Stellenbosch University, 2010.ENGLISH ABSTRACT: The Marketing of Agricultural Products Act 47 (No 47 if 1996) led to the dilution of single-channel marketing in the agricultural sector. Hence, marketing boards such as the Maize Board were dismantled. New legislation forced agricultural businesses to adapt to the changing environment and turn co-operatives into companies. The new developments also implied that these companies had to reposition themselves to be more competitive in a deregulated market. MGK Group Operating Company Pty (Ltd) is a prominent role player in the agricultural sector in the North West, Limpopo, Mpumalanga and Gauteng provinces in South Africa. Unexpected growth in the company as well as the deregulation of the industry necessitated a bona fide marketing communication department to manage and coordinate all advertising, promotional and communication efforts. After establishing this department all marketing communication efforts were still fragmented. Consequently, the cost-effectiveness of this department was questioned by the company’s board of directors. The MGK Group’s the board of directors received a mandate to follow a holistic approach and formulate a strategy to enhance the impact of its marketing communication efforts while cutting costs. This study sets out to establish whether the implementation of an integrated marketing communication programme can ultimately satisfy the board of directors’ requirements for marketing communication that is more accountable, effective and efficient. This study starts with a literature review of the practices and theories underpinning integrated marketing communication. This is followed by testing the applicability of the various approaches and methodologies in the MGK Group environment. The study is concluded with the formulation of a marketing communication strategy and recommendations based on the needs of the MGK Group.
AFRIKAANSE OPSOMMING: Die Wet op die Bemarking van Landbouprodukte (Nr 47 van 1996) het eenkanaal-bemarking in die sektor verwater. Dit het daartoe gelei dat bemarkingsrade soos die Mielieraad afgeskaf is. Nuwe wetgewing het landbou-ondernemings genoop om in 'n veranderende sake-omgewing aan te pas en koöperasies in maatskappye te omskep. Die aanpassing het ook beteken dat maatskappye hulself in 'n meer mededingende en gedereguleerde mark moes herposisioneer. Die MGK Groep Bedryfsmaatskappy Edms Bpk is 'n vooraanstaande rolspeler in die landbousektor in die volgende provinsies in Suid-Afrika: Noordwes, Limpopo, Mpumalanga en Gauteng. Onverwagse groei asook die deregulering van die bedryf het meegebring dat dié maatskappy 'n bona fide bemarkingskommunikasie-afdeling nodig gehad het om alle reklame-, promosie- en kommunikasie-aktiwiteite te bestuur en te koördineer. Nadat die afdeling op die been gebring is, het bemarkingskommunikasie-aktiwiteite steeds los van mekaar gestaan. Dit het daartoe gelei dat die kostedoeltreffendheid van die funksie op divisievlak bevraagteken is. Die direksie van die MGK Groep het 'n mandaat gehad om 'n holistiese benadering te volg en 'n strategie te formuleer om die impak sowel as die kostedoeltreffendheid van die maatskappy se bemarkingskommunikasie te verbeter. Hierdie studie poog om vas te stel of die implementering van 'n geïntegreerde bemarkingskommunikasieplan uiteindelik in die direksie van die MGK Groep se behoefte aan verantwoordbare, doeltreffende en doelmatige bemarkingskommunikasie kan voorsien. Die studie begin met 'n literatuuroorsig van die praktyk en teorie van geïntegreerde bemarkingskommunikasie. Daarna word die toepaslikheid van die onderskeie benaderings en metodologieë ten opsigte van die MGK Groep getoets. Die studie word afgesluit met 'n bemarkingskommunikasiestrategie en aanbevelings wat op die behoeftes van die MGK Groep gegrond is.
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Shahzad, Umer, and Muhammad Azeem. "Brand Awareness among Customers : A case study of ICA-Kvantum." Thesis, Högskolan Dalarna, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:du-5993.
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This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of managerial implications. The research question was formulated as what actions could be seen effective for ICA-Kvantum to maintain or improve brand awareness among its current and potential customers.The project was created with the help of theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication approach and strategic planning process. These theories were applied in this thesis in order to find out the most effective communication measures to maintain or improve brand awareness among current and potential customers of ICA-Kvantum.The primary and secondary data was collected. Primary data was gathered through the survey among ICA-Kvantum customers in the front of the store in Borlänge. The personal interview with manager was conducted in the office of ICA-Kvantum store located in Borlänge. Secondary data was gathered from textbooks, academic journals, theses and websites.The empirical findings have been presented in detail and then analyzed with the help of theoretical concepts. The analysis and further results from survey and interview focused on importance of information, marketing communication tools, brand awareness and loyalty, perceived quality and implementation of strategic planning process. Moreover, the main weaknesses and strengths of ICA-Kvantun have been evaluated. The conclusion including short summary of analysis and its results have been provided at the end. Each weakness of issues related to brand awareness i.e. importance of information, effectiveness of marketing communication tools and strengths and weaknesses of ICA-Kvantum discussed in the paper, has been pointed out along with solutions and managerial implications.
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Vollebregt, Thomas Leonardus. "Development of an external marketing strategy for EWBNZ." Thesis, University of Canterbury. Engineering Management, 2014. http://hdl.handle.net/10092/8931.
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This report concerns the development of a marketing strategy tailored for EWNBZ, a not-for-profit organisation. The objective is to raise brand equity and image through improving the external perception of EWBNZ, while maximising the impact that EWBNZ is able to make in relation to its mission, vision and values.
Investigations into how EWBNZ has marketed itself in the past, as well as a stakeholder analysis, have resulted in the identification of key focus areas for the strategy. These focus areas include improving marketing knowledge within the EWBNZ community as well as reducing the time needed to produce external communications. Templates, guides and learning material have been provided to direct marketing personnel to the best approach for external communications for EWBNZ, these can be found on the EWBNZ shared drive and intranet.
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Kjellnäs, Mikael. "Social media as a marketing tool versus strategic alliance acomparison." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-169896.
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This report is based on two different approaches that companies could use in order to develop their business. These approaches are: Social Media Marketing and Strategic Alliances. A detailed theory study explains what these approaches are and how they are used. This study was done from a startup company’s point of view. Startup companies are also called startups and the results found are based on how these two approaches are and could best be utilized by startups.The results indicate that the majority of startups does not utilize the possibility of a business partnership, other than small “deals” made startup to startup. The startups however who are in a business partnership right now or are in the early stage of implementing one could not go into details of what said partnership were, but that terms and conditions had been set.Another result is the correlation between the two different approaches. Social media marketing is one of the first things that startups uses and if marketing and sales are operating at a good level then strategic alliances, or some other business partnership, could be exploited mainly in order to reach mainstream customers. Another result is also the order of how startups usually aims their business. This is described in chapter 4 where figure 3.0 visualizes these aims.Also found is that startups should use social media platforms in order to expose themselves. They should make a strategy revolving their exposure and have a Social Media Manager responsible for implementing the strategy. It’s also important for a company that uses social media as a marketing tool to have a clear message towards its consumers and employees - a cohesive profile amongst all social media. Also, the strategizing procedure is connected to the specific company, meaning that every single company needs to make its own social media strategy.
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Folck, Alcinda L. "Case Study of Strategic Communication Campaigns by Certification Programs." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1354542044.
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Knipper, Michael E. "Developing an Integrated Supply Chain Costing Approach for Strategic Decision Making." Thesis, University of North Texas, 2010. https://digital.library.unt.edu/ark:/67531/metadc30479/.
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The supply chain management discipline suggests that information sharing is paramount when attempting to achieve cost reductions and quality improvements. In many cases, the traditional accounting data used to support strategic decisions reflect inaccurate supply chain costs. This research explores the applications of managerial costing techniques, and how they can be used to improve the decision making capabilities of firms in the aerospace and transportation industries. The methodology used to address the research questions consisted of a hybrid of the grounded theory and multiple-case study methods. The objective of this research was to present the antecedents and barriers associated with implementing supply chain costing, and the impact that costing approaches have on strategic decision making. The research identifies a theoretical model that can be used to explain the relationships and themes associated with supply chain costing and strategic decision making. Evidence suggests that there is some movement to implement managerial accounting techniques within these two industries to capture supply chain costing information. However, the reliance on traditional financial accounting suggests that the overarching principles of supply chain management and information sharing amongst of partner firms has yet to be realized.
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Li, Xinxin. "Integrated marketing communication for University of Gävle to promote Nursing Program in China." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21666.
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This study aims to explore effective marketing communication strategies for the nursing program of University of Gävle to develop in China. Qualitative method is used in this research. The data is collected from 24 semi-structured interviews with managers in University of Gävle, managers and students in Zhuhai College of Jilin University and Kede College of Capital Normal University. The study finds out that traditional media advertising, online advertising, and public relations and publicity are effective for both students and managers. However, direct communication is particularly effective for managers, while place advertising is especially useful for students. Content about education and country-of -origin are useful for both students and managers. The study provides suggestions about each marketing communication channel and content, and the integrated marketing communication strategy for higher education institution to do marketing communication in China. Therefore, it can serve as a useful reference when making marketing communication strategy for the future higher education institutions cooperation between Sweden or other countries and China.
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Guarda, Dulce Marques. "Plano de Comunicação Integrada de Marketing da Empresa Total Vida : Cuidados Continuados de Saúde LDA." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10180.
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Mestrado em MarketingEste projecto tem como objectivo a elaboração de um Plano de Comunicação Integrada de Marketing (CIM) para a entidade Total Vida - Cuidados Continuados de Saúde Lda. (Ttv). No plano, foram analisados todos os factores necessários para a sua realização, tais como o ambiente externo e interno, análise da concorrência, dos clientes, do posicionamento, da estratégia da empresa e dos públicos-alvo, análise das Forças (Strengths), Fraquezas (Weaknesses), Oportunidades (Opportunities) e Ameaças (Threats) (SWOT), objectivos e áreas da actuação da comunicação. Após a análise destes factores, o Plano de CIM foi elaborado e conclui-se que a empresa deve apostar no aumento da sua notoriedade a fim de aumentar a sua quota de mercado, através da utilização das novas tecnologias disponíveis no mercado. Estes objectivos são atingíveis através de diversas tácticas como por exemplo a comunicação em revistas da especialidade, a criação de um website, comunicação através de publicidade existente nos media tradicionais e a criação e utilização de uma base de dados com os contactos e informações úteis sobre os vários clientes da empresa.
This project aims to draw up a plan for the company Total Vida - Cuidados Continuados de Saúde Lda. In this plan, the most necessary factors for its accomplishment had been analyzed, factors such as the external and internal environment, analysis of the competition, the customers, the positioning, the strategy of the company and the target, Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, goals and areas of communication. After analyzing these factors, the Integrated Marketing Communication Plan was drawn up and it was concluded that the company should invest in increasing its visibility in order to increase its market share, through the use of new technologies available on the market. These objectives are achievable through different tactics such as communication in health magazines, creation of a website and creation and usage of a database with all the contacts and useful information about the customers.
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Amerian, Irsa, and Natallia Pisareva. "Integrating Social Media into the Marketing Communication Strategy : The Case of ID24." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18314.
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Problem: Integration of social media tools in marketing practice of B2B companies is not a widespread phenomenon yet. However, particular patterns of involvement already exist. Companies get connected through social media and they use Web 2.0 tools to engage the customers in communication and to interact and build relationships with them. Purpose: The overall purpose of this thesis is to deepen and broaden the knowledge of the application of social media into the communication strategy of B2B micro-firms. It aims to compare the integration of social media in direct and indirect, or through publications in press, ways of communicating the customers, and investigates if social media are an appropriate tool to build relationships with the customers. Method: In order to fulfil the research purpose, authors conducted a case study research, used an inductive approach, and gathered the primary data through observation and interviews. Respondents were representing a supplying company, mass media professionals and retailing companies. Conclusion: Integrating of social media channels can be performed through linking different online platforms of the company, engaging its business partners in joint projects and following customers’ preferences in their choice of the appropriate channels. Results of the study illustrate that social media can empower the companies to create, maintain and reinforce relationships both with customers and mass media professionals. The study differentiates various social media platforms in their relevance for communication with customers and mass media professionals. It demonstrates that the blend of the social media and traditional platforms employed by a company is not a constant, but rather a dynamic combination, coordinated with the goals and resources of the company and its marketing strategy. Finally, it suggests companies to be consistent and persistent in developing their social media strategy, providing timely and constantly updated information.
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Lin, Hui-chic, and 林惠質. "Assessing the Impact of Strategic Motivation and Organizational Rrsource Integration Mechanism on Integrated Marketing Communication Efficiency and Marketing Performance." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/89122802523527786675.
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碩士義守大學
管理研究所碩士班
93
The purpose of the study focuses on finding the impact of strategic motivation and orgnizational resource integration mechanism on integrated marketing communication efficiency and matketing performance. Sampling population of our study is the 500 advertisers and 44 advertising agency in Taiwan area provided by 2005 rainmaker database. Total 400 questionnaires launched out and the effective respond rate is about 13.75%. The data analysis methods we used are descriptive statistics analysis, analysis of variance and canonical correlation et al.,to investigate the relationship and difference between integration motivation、integration mechanism、integration efficiency and marketing performance. In order to achieve the strategy goal to which build the sound marketing of the enterprise so that it develops the indexs related to balanced card for the implement of marketing performance. Based on the result of analysis of variance and canonical correlation are significant so the research framework is supported. According to the structure, the results are summarized as follow： 1.Integrated motivation has a noticeable influence on integrated marketing, in terms of the result of the research; we can infer that integrated motivation is related as closely as each breath is to the next. 2.The attribution of the leadership is one of the most significant factors in practicing integrated marketing communication. Because the attribution of the leadership belongs to different organizations, it would have different impacts on the strategies of integrated marketing communication. 3.We can put a complete IMC efficiency category in order through documentsn and demonstrations.
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何哲仁. "A Study on Integrated Marketing Communication Strategies of Performing Arts." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/54567429268106307350.
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Tu, Yung-hsiang, and 杜永祥. "Study of Military Recruitment Strategies: An Integrated Marketing Communication Approach." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/49909014871827089796.
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碩士世新大學
公共關係暨廣告學研究所(含碩專班)
93
Abstract Under the goal of structuring armed forces bearing “compact with qualitative edge and high capable” nature, recruiting topnotch manpower has topped on the ROC military mission list. Military Recruitment Center (MRC) applies integrated resources and proactive marketing strategies to attract outstanding and suitable recruit-hopefuls to join the armed forces, and to tone up the qualitative edge of military cadres. This study closely reviews current military recruitment strategies and impediments, and comes up with a plausible window of opportunities and way ahead in the aspect of the IMC approaches. This thesis sees that the MRC, emboldened by resources integrating and proactive marketing measures, has brought in some fruitful results both in quantitative and qualitative senses. It study also proposes five essential areas worth much attention for the MRC to effectively respond to a changing environment, as follows: (1) shed more light on “brand positioning” and “image molding”; (2) consider the interests of all stakeholders, especially aimed at internal communication; (3) strengthen interactive networks; (4) enhance on-job training and career management of MRC personnel; and (5) extend the applicable coverage of aptitude test.
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Duncan, Denise Diana. "A framework of strategic integrated communication of banks in Accra, Ghana." Thesis, 2020. http://hdl.handle.net/10500/27743.
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The concept of SIC in the banking circle specifically in Ghana and generally in Africa has raised concerns for research because it concerns the management of the processes of communication strategies to achieve communication goals. Previously, the banking
reports of Ghana required that the stakeholders of industries be well-informed using the comprehensive communication plan; however, it appears that different trends of communication strategies have been adopted recently. To this end, this study explored 3 banks operating in Accra to determine their strategic integrated communication practices
with stakeholders. Using the Media Richness Theory and the Two-Way Symmetrical Model of Communication, the study analysed data obtained through in-depth interviews from staff of the banks and some documents accessed from the banks. The findings indicated that the banks need to review strategies for client satisfaction and loyalty as an
output of strategically integrating communication efforts. The study concludes that bank interactivity must be conducted strategically and efficiently to achieve the best communication results.Communication Science
Ph. D.
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Chen, Yi-Xuan, and 陳乙萱. "Study on the marketing strategies of Kaohsiung Spring Arts Festival:The perspective of integrated marketing communication." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/84206802317458420710.
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碩士義守大學
大眾傳播學系
105
From the perspective of integrated marketing communication（IMC）, the study examines the planning and execution of Kaohsiung Spring Arts Festival（KSAF）, the annual arts event in Kaohsiung City. With the methodology of documentary collection and in-depth interviews of musicians, government officials and scholars, this study analyzes the strategies of KSAF programs, and provides sustainable views of art and culture marketing to the local art management. Compared to the traditional theory of IMC, the study found that the IMC strategies of KSAF is without prior overall im-plementation of policy formulation and planning, but the marketing strategies that KSAF made show the special local style in the media marketing and management. Viewing the special audience characteristics of arts appreciation and consuming in South Taiwan, the study suggests that the KSAF should ponder the relationship of ac-tivity position and the potential audiences before the festival programs announce, and then make the overall IMC strategies in advance. Besides, the KSAF programs can be selected and arranged in a theme-style way, in order to make the big festival event more unique in local characteristics.
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Hailu, Samson Mekonnen. "Evidence of brand contact in the Ethiopian beer market: a Nordic school perspective of strategic integrated marketing communication." Thesis, 2020. http://hdl.handle.net/10500/26850.
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Abstracts in English, Zulu and Southern SothoIntegrated marketing communication (IMC) is widely regarded as an appropriate paradigm for the marketing and marketing communication programmes of many companies. However, most literature argues that IMC is far from being a well-established concept given its evolving state. One of the problems in its evolution is understanding how firms should design and execute IMC. This problem is corroborated by the attentiveness of studies to limited sectors and their concentration to a very limited research setting. Lack of integration of IMC research with the Nordic School research tradition and theoretical frameworks enhance the problem further. By addressing these issues, this study strives to understand the integration of marketing communications in the Ethiopian beer market. Utilising the interpretivist research paradigm, qualitative data collection methods such as focus group discussions and in-depth interviews with customers and the firm were undertaken. This methodology aimed to identify their perceptions regarding brand contacts and their integration based on the components and theory of IMC and the Nordic School. The key findings of this work are described in a model of customer integrated marketing communications (CIMC) that is derived from the empirical study. The model highlights planned, product, service, and unplanned brand contacts-in-use that originate from Habesha Breweries – the reviewed company – and the competitors, society, other customers, and physiological needs which influence its customers’ purchasing decisions. Extending from this are the other key findings on the planned, product and service brand contacts-in-use in the similarly derived model of firm integrated marketing communications (FIMC). The critical comparison of CIMC and FIMC in the brand contacts-in-use matrix reveals brand contacts-in-use where customers and the firm are ‘active – active’, ‘active – passive’, ‘passive – active’ or ‘passive – passive’. This informs strategic integration of marketing communication (SIMC) in its various contexts. The systematic integration of IMC with the Nordic School’s research tradition is the methodological contribution of this study. New insights are generated relating to physiological needs brand contacts-in-use such as social and non-social hedonic needs and sources of influence such as religious, political or cultural leaders or sport groups, and the incorporation of brand contacts-in-use that originate with competitors. These and the uniquely emerged concepts of brand origins-in-use, brand contacts-in-use, and integration-in-use offer new constructs for IMC. The practical contribution of this study lies in the application of IMC in the narrow sphere of the Ethiopian brewing industry, but more broadly, in applications across industries and geographical regions. In sum, the study offers methodological, theoretical, and practical contributions to the evolution of IMC and the broader discipline of marketing communications.
Ukuxhumana okuhlanganisiwe kokumaketha (UOM) kuthathwa kabanzi njengenguquko efanelekile ongumbandela wokumaketha kanye nezinhlelo zokuxhumana zokumaketha zezinkampani eziningi. Kodwa-ke, iningi lemibhalo lithi UOM ikude nokuba ngumqondo osungulwe kahle unikezwe isimo sawo sokuguquka. Enye yezinkinga ekuveleni kwezinye izinto ezintsha kwezinye ukuqonda ukuthi amafemu kufanele aklame futhi enze kanjani UOM. Le nkinga iqinisekiswa ukunakwa kwezifundo emikhakheni elinganiselwe futhi igxile esimweni sokucwaninga esilinganiselwe kakhulu. Inkinga yandiswa ukungabi bikho kokuhlanganiswa kocwaningo lo-UOM nesiko lokucwaninga leNordic School kanye nezinhlaka zethiyori. Ngokuxazulula lezi zinkinga, lolu cwaningo luzama ukuqonda ukuhlanganiswa kokuxhumana kokumaketha emakethe kabhiya yaseTopiya. Ukusetshenziswa kwepharadimu yocwaningo lomhumushi, izindlela zokuqoqwa kwedatha ezisezingeni elifanele njengenhlolokhono yamaqembu ejulile kanye nezingxoxo ezijulile namakhasimende kanye nefemu zenziwa. Le ndlela yayihlose ukukhomba imiqondo yabo maqondana noxhumano yomkhiqizo nokuhlanganiswa kwawo ngokususelwa ezingxenyeni nakuyithiyori UOM neNordic School. Okutholakele okubalulekile kulomsebenzi kuchazwe kuyimodeli yamakhasimende yezokuxhumana kwezentengiselwano ezihlanganisiwe (MXZ) ezisuselwa ocwaningweni lwezobuciko. Le modeli igqamisa okuhleliwe, umkhiqizo, insizakalo nokuxhumana komkhiqizo okungahleliwe okususelwa eHabesha Breweries - inkampani ebukeziwe - nabancintisana nabo, umphakathi, amanye amakhasimende, kanye nezidingo zomzimba ezithonya izinqumo zokuthenga zamakhasimende ayo. Ukwengeza kulokhu okunye okutholakele okubalulekile koxhumana nabo bohlobo lomkhiqizo ohlelekile, okusetshenziswayo kuyimodeli etholwe ngokufanayo yokuxhumana ngezimakethe kwefemu okuqinile okuhlanganisiwe kwezentengiso (FOHK). Ukuqhathanisa okubucayi kuyi MXZ ne-FOHK kumatriksi yokuxhumana kokusetshenziswayo okuveza ukuxhumana nabo abasebenza lapho amakhasimende kanye nefemu "bayasebenza - bakhuthele", "beyasebenza - bangenzi lutho", "bengaxakekile - besebenza" noma "besebenza - besebenza kahle”. Lokhu kwazisa ukuhlanganiswa kwamasu wokuxhumana kwezentengiso ezimeni ezahlukahlukene. Igalelo lezindlela zalolu cwaningo ukuhlanganiswa okuhlelekile kwe-OUM nesiko lokucwaninga leNordic School. Imininingwane emisha enziwayo iphathelene nezidingo zomzimba, njengezidingo zomphakathi nezingezona ezenhlalo, kanye nemithombo yethonya, njengabaholi bezenkolo, bezombusazwe noma bezamasiko noma amaqembu ezemidlalo, kanye nokufakwa koxhumana nabo bohlobo lokusetshenziswa okuvela kubancintisana nabo. Le mibono naleyo evela ngokukhethekile yemvelaphi yokusetshenziswa komkhiqizo ethile, ukuxhumana nokusetshenziswa kwemikhiqizo ethile, nokusetshenziswa kokuhlanganisiwe okuthile kwethula ukwakhiwa okusha kuyi- UOM. Umthelela osebenzayo walolu cwaningo usekusetshenzisweni kwe-UOM emkhakheni omncane wokwenza utshwala waseTopiya, kepha ngokubanzi, kuzicelo ezimbonini nasezifundeni zomhlaba. Ngamafuphi, lolu cwaningo lwethula izindlela, ithiyori, kanye negalelo elikhona ekuguqulweni ko-UOM kanye nendlela ebanzi yokuxhumana kwezokumaketha noma ezentengiselwano.
Puisano e kopaneng ya kgwebo (IMC) e nkuwa hohle e le mohlala o loketseng bakeng sa mananeo a kgwebo le puisano ya kgwebo ya dikhamphani tse ngata. Leha ho le jwalo, dingodilweng tse ngata di hlahisa taba ya hore IMC e hole le ho ba mohopolo o thehilweng hantle ho latela maemo a yona a fetohang. Bo bong ba mathata a ho iphetola ha yona ke ho utlwisisa hore na difeme di lokela ho rala le ho kenya IMC tshebetsong jwang. Bothata bona bo netefatswa ke ho ela hloko dithuto makaleng a fokolang le ho tsepamisa mohopolo maemong a fokolang haholo a dipatlisiso. Bothata bo eketswa ke kgaello ya kopano ya dipatlisiso tsa IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic le meralo ya ditheori. Ka ho sebetsana le mathata ana, phuputso ena e leka ka matla ho utlwisisa kopano ya dikhokahano tsa kgwebo mmarakeng wa biri wa Ethiopia. Ka ho sebedisa mohlala wa dipatlisiso wa botoloki, mekgwa ya boleng ya pokello ya lesedi jwalo ka dipuisano tsa sehlopha tse tsepamisitsweng le dipuisano tse tebileng le bareki le feme di ile tsa etswa. Mokgwa ona o ikemiseditse ho kgetholla maikutlo a tsona mabapi le mabitso a matshwao le kopano ya ona ho ipapisitswe le dikarolo le theori ya IMC le Sekolo sa Nordic. Diphetho tsa mantlha tsa mosebetsi ona di hlalositswe mohlaleng wa dipuisano tsa mebaraka e kopaneng ya bareki (CIMC) o fumanweng phuputsong ya nnete. Mohlala ona o totobatsa merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sa rerwang a sebediswang a tswang Femeng ya Thitelo ya Habesha - khamphani e hlahlojwang - le bahlodisani, setjhaba, bareki ba bang, le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona tse susumetsang diqeto tsa bareki tsa ho reka. Ho tswa ho sena ke diphetho tse ding tsa bohlokwa ho merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sebediswang ka mokgwa o tshwanang o nkilweng wa dipuisano tsa mebaraka e kopaneng ya feme (FIMC). Papiso ya bohlokwa ya CIMC le FIMC ho mofuta wa mabitso a letswaho a sebediswang e senola mabitso a letshwao a sebediswang moo bareki le feme " ba sebetsang" - "ba sebetsang" - "ba sebetsang – ba sa sebetseng" , “ba sa sebetseng – ba sebetsang” kapa "ba sa sebetseng – ba sa sebetseng”. Sena se kgetholla kopano e hlophisitsweng ya puisano ya kgwebo (SIMC) maemong a yona a fapaneng. Tlatsetso ya mekgwa ya phuputso ena ke kopano e hlophisitsweng ya IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic. Ditemohisiso tse ntjha dia hlahiswa tse amanang le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona, jwalo ka ditlhoko tsa phedisano le tseo eseng tsa phedisano tse amanang le maikutlo a ho ithabisa, mehlodi ya tshusumetso, jwalo ka baetapele ba bodumedi, dipolotiki kapa setso kapa dihlopha tsa dipapadi, le ho kenyelletswa ha mabitso a letshwao le sebediswang a tswang ho bahlodisani. Tsena le mehopolo e ikgethang e hlahileng ya ditshimoloho tsa letshwao tse sebediswang, mabitso a letshwao a sebediswang, le kopano e sebediswang di fana ka mehopolo e metjha bakeng sa IMC. Tlatsetso e sebetsang ya phuputso ena e itshetlehile tshebedisong ya IMC karolong e patisaneng ya indasteri ya ho ritela ya Ethiopia, empa ka ho pharaletseng, ditshebedisong ho pholletsa le diindasteri le dibaka. Ka kakaretso, phuputso e fana ka ditlatsetso tsa mekgwa, theori le tshebetso ho ntshetsopele ya IMC le lekala le tsebo le pharalletseng la dipuisano tsa kgwebo.
Communication Science
D. Phil. (Communication Science)
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Hsieh, Te-Shun, and 謝德順. "The Analysis of the Extension Strategies and Integrated Marketing Communication – A case Study." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/gsujgh.
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碩士朝陽科技大學
企業管理系高階產業經營碩士在職專班
103
The purpose of this study has focused on the expansion strategies and integrated marketing communications of g-company in food and beverage industry. These strategies play important role on how to make a start-up company succeed in a competitive environment. Thus, this study conducts a case study method to explore whether organization structures fit the needs of the G-company. Second, this study discusses the organizational behavior of G-company. The third and final part is to evaluate and examine the process of expansions and internationalization. According to the findings of the research, this study provides the implications and possible research in the future for the G-company
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Wang, Tsung-chieh, and 王重傑. "THE STUDY OF INTEGRATED MARKETING COMMUNICATION STRATEGIES TO PROMOTE INVESTMENT IN KAOHSIUNG CITY GOVERNMENT." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/44295747393006959785.
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碩士國立高雄第一科技大學
行銷與流通管理研究所
100
Due to the worsening global economy, Taiwan has faced economic recession and rising unemployment in recent years. For that reason, The government in Taiwan was working hard to improve the economic development and business investment. To develop economy with local characteristics in global competition, Kaohsiung city government formulated the private investment policy, and hopes to encourage more Industry investors came to invest in Kaohsiung. To understand how successful the government’s investment policy is, this study used the Integrated Marketing Communication performance assessment framework to understand how the government’s investment policy affects the Industry’s willingness to invest in Kaohsiung. A convenience sample of industry customers were invited to answer the questionnaire in this study. A total of 200 participated and gave valid answers. Results found that: Six dimensions of the Integrated Marketing Communication performance assessment framework have the positive influence to the Industry’s willingness to invest.
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Chen, Wei-Shui, and 陳威旭. "Analysis of integrated marketing communication strategies on In Time with You:An attention economy perspective." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/66026655058225342560.
Full textAbstract:
碩士銘傳大學
傳播管理學系碩士班
101
Idol drama has become vigorous and creative cultural industry in Taiwan, but due to the diversified effects of media that audience''s attention is no longer focusing on a single media, and TV market is becoming more and more competitive. How to combine effectively marketing communications of idol drama for attracting audiences'' attention and creating attention elements is important. This study analyzes the marketing strategies of In Time with You via Attention Economy Perspective. This study found that the In Time with You marketing team operate the consistent elements to shape the trendy drama image and have the audience attention come into these elements from the media platform; through the audience attention on the activities or products to convey the spirit of the brand among the marketing tools. In conclusion, the key marketing principle of In Time with You is to bring idol drama’s spirit throughout the media path, and then make use of the conductive effect of attention, have audience excite the potential audience to watch the program for producing the hot subject, and set up symbolic and economic value.
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Soyinka, Temidayo Olasubomi. "Integrated marketing communication strategies to overcome barriers: the case of university of Sassari, Italy." Master's thesis, 2021. http://hdl.handle.net/10400.1/17086.
Full textAbstract:
The present report describes the activities undertaken within the curricular internship at the University of Sassari, as part of the master's degree in Management, in the Faculty of Economics, University of the Algarve (UALG). The report consists of two parts: literature review and the tasks done during the internship. The literature review starts with an introduction to the general concept of integrated marketing communication. It further explains the evolution of the definition and scope of integrated marketing communication concerning technological advancement. Also, the literature review highlights the tools of IMC, its importance, and barriers to its implementation in universities. The internship report describes the methodology adopted (participant observation), the main tasks of the internship, challenges faced, and solutions found.
In this context, the internship report aims to describe the role of an Integrated Marketing Communication intern at the University of Sassari. The internship was completed under the supervision of Tonito Solinas, communication manager in University of Sassari of the host company, and Nelson Matos, professor at the University of Algarve.
During five months – October 2018 to March 2019, the main tasks performed during the internship at University of Sassari, consisted of: 1) Digital content creation and management, this involved contributing and updating different web pages on the university's website; 2) Event management, as an intern within the department several opportunities came to be involved in the process of preparing the welcoming ceremony; 3) Identification of institutional partners for bilateral agreements, this task required to perform adequate research on potential and currents public and private partners; 4) Administrative duties, which included handling emails, developing reports and supporting the communication manager. Overall, the internship was an opportunity to learn from other professionals, develop new skills in the job market, and apply the university's acquired knowledge in real-life working situations.O presente relatório descreve as atividades realizadas no âmbito do estágio curricular na Universidade de Sassari, como parte do mestrado em Gestão da Faculdade de Economia da Universidade do Algarve (UALG). O relatório está dividido em quatro capítulos: No capítulo 1, introdução –os objetivos do estágio, metodologia, relevância do estudo, e a estrutura do relatório de estágio são descritos. A metodologia deste relatório é de natureza qualitativa, uma vez que a análise de conteúdo dedutiva foi realizada após leitura e revisão da literatura sobre o tema. Em segundo lugar, a observação participante como método de pesquisa foi utilizada para identificar, descrever os desafios enfrentados e as soluções encontradas durante as tarefas do estágio. Nos últimos tempos, o ambiente de marketing e a competitividade de mercado tornaram-se mais complexos. Esta tendência também afetou a educação, conduzindo por sua vez a uma forte comercialização da oferta no ensino superior (Porcu et al., 2012). Neste contexto, a Integrated Marketing Communications (IMC), ou comunicação integrada de marketing tornou-se muito importante no campo do marketing devido ao avanço das tecnologias da informação e comunicação, e também devido à multiplicação dos canais de mass media e de redes sociais. A IMC como estratégia de comunicação, permite que todas as diferentes formas de comunicação sejam eficazmente vinculadas para criar um efeito impactante no grupo de interesse pretendido. A IMC garante a comunicação com os consumidores (bidirecional) e não com os consumidores (unidirecional). No capítulo 2, revisão de literatura – foi efetuada uma revisão teórica do tema no contexto das tarefas desenvolvidas durante o período de estágio. A revisão inclui a definição e evolução da IMC, o mix da comunicação, redes sociais e o marketing de relacionamento. O capítulo explora ainda a evolução do conceito e propósito da IMC em relação ao presente contexto. Destaca-se também as ferramentas do IMC, sua importância e barreiras à sua implementação nas universidades. No capítulo 3, o estágio – explorou-se e descreveu-se a organização responsável pelo acolhimento, sua missão e objetivos. As tarefas realizadas e os desafios enfrentados durante o estágio, foram também relatados. O estágio ocorreu na Universidade de Sassari (UNISS), uma universidade com mais de 12.000 estudantes, 13 departamentos e vários centros académicos e de investigação. Além de vários cursos de licenciatura e pós-graduação, a Universidade oferece a oportunidade de os alunos se matricularem em programas avançados de formação, e projetos de intercâmbio de estudantes de cariz internacional. O período de estágio foi de cinco meses - outubro de 2018 a março de 2019, e foi realizado sob a supervisão de Tonito Solinas, gestor de comunicação da Universidade de Sassari. As principais tarefas realizadas durante o estágio na Universidade de Sassari consistiram em: 1) participação em reuniões e atividades para a criação de conteúdos para o ambiente digital. Esta tarefa conduziu ainda à participação do estagiário nas reuniões de forma ativa, com o propósito de oferecer e propor soluções para os desafios encontrados. Posteriormente, o estagiário procedeu à atualização das diferentes páginas web da universidade, bem como a criação de hashtags para anunciar causas sociais da universidade nas redes sociais. Isto exigiu, a criação de conteúdos e divulgação de informações relevantes na página de Desenvolvimento e Cooperação Internacional (DEICO) da universidade, sobre oportunidades relacionadas com os planos de estudos, formação, e investigação que podiam ser de interesse dos professores, estudantes e outras partes interessadas da comunidade escolar. As informações publicadas nesta página foram geralmente obtidas de diferentes fontes (internas e externas), sobre as oportunidades de bolsa, programas de intercâmbio de investigação, e ainda eventos que poderiam ser de interesse para a esfera académica; 2) A gestão de eventos como estagiário, permitiu participar no processo de preparação da cerimónias de acolhimento. O projeto Specialist International Clinical Training (SICT), que envolveu médicos chineses foi um desses eventos. O projeto foi uma iniciativa coordenada pela Universidade de Sassari em colaboração com o Hospital Universitário de Sassari. O projeto foi desenvolvido para fornecer formação especializada, com duração de três meses, para reforçar os conhecimentos de gestão e desempenho dos participantes no contexto das atividades clínicas. 3) Acordos bilaterais, esta tarefa exigiu a pesquisa sobre os atuais e potenciais parceiros da instituição. As pesquisas realizadas para identificar potenciais parceiros (maioritariamente universidades de Itália ou de outro país de renome internacional) foram realizadas principalmente através da coleta de informações secundárias de fontes externas na Internet. O objetivo desta tarefa era reunir informações relevantes sobre os potenciais parceiros e sugerir de que modo a parceria poderia ser benéfica para a universidade para aprimorar a marca e o perfil internacional da universidade; 4) Apoio administrativo, esta função exigiu lidar com emails, fazer relatórios e apoiar o gestor de comunicação; 5) Brainstorming, como parte da equipa responsável pela criação de estratégias de comunicação, uma das principais tarefas era ter sessões de brainstorming em colaboração com a equipa de comunicação para discutir novas ideias, orientações e ferramentas de comunicação. O projeto Relive Waste, foi abordado numa destas sessões no sentido de se identificar as hashtags mais adequadas. No capítulo 4 - considerações finais, a análise crítica das tarefas realizadas durante o estágio e identificação dos conhecimentos adquiridos foram analisados e explorados. A experiência de estágio, permitiu ao estagiário trabalhar numa universidade de renome, com um cenário multicultural, onde o envolvimento no processo de aprendizagem com outros profissionais e colegas foi recompensador. Porém, o estágio foi também muito envolvente e desafiador, visto que a variedade de tarefas estimulou a necessidade de constantemente adaptação e motivação. Inclusive, complementou a educação adquirida em contexto académico e ofereceu a oportunidade de trabalhar em várias atividades de comunicação e gestão. O estágio permitiu desenvolver e aprimorar as relações interpessoais e aplicar os conhecimentos adquiridos na universidade num contexto ou situação da vida real, e ainda proporcionou a oportunidade de participar de decisões e projetos com impacto direto na instituição. Por último, o estágio e o mestrado em gestão possibilitaram o crescimento profissional e academico.
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Shian, Yang Tzung, and 楊宗憲. "A Lady Gaga Study: Integrated Marketing Communication Strategies of Promoting Her Three Albums in Taiwan." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/09028140969057723685.
Full textAbstract:
碩士國立臺灣師範大學
圖文傳播學系
102
Music piracy, the behavior of unauthorized online music sharing, has been devastat-ing the music industry over the past fifteen years. The silver lining of this drastic recession is the growth of digital music market. 2012 witnessed the growth of music industry since 1999, and the main reason for this growth was the sales of digital music and other incomes, which compensated for the loss of physical sales. In other words, the development of digi-tal sales and other incomes has become important sources for the music industry to accu-mulate revenues. Against this backdrop, Lady Gaga - one of the iconic and best-selling singers today - perceives and utilizes the growing digital music market as an opportunity to advance her career by increasing album sales, promoting merchandising, endorsements, and strategic alliances. She runs business synergistically and forms a successful new busi-ness model. The researcher collected relevant data about Lady Gaga, Popular Music Industry, and Integrated Marketing Communication (IMC) in the literature review. Next, The research had done in-depth interviews with Lady Gaga’s marketing team to realize the practices and concepts of the IMC of Lady Gaga. According to the finding, there are three significances behind Lady Gaga’s works: (1) Sexuality, Gender, And Power (2) Supporting Minority Groups (3) Rethinking Fame and Media. There are four characteristics of Lady Gaga’s strategies: (1) Globalized and “Glocalized” Images (2) Direct communication with Consumers (3) Utilizing Technol-ogy (4) Targeting Audiences. Proposing three suggestions (1) Building Consumer Insights (2) Branding The Artist (3) Implementing the Evaluation of Synergy. The research result is expected to be a reference for music industry people, also contributed to relevant reach field.
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Maeko, Reuben. "Assessing the effectiveness of direct marketing and digital communication as integrated marketing communication strategies : a case study of the University of Limpopo student recruitment programme." Thesis, 2020. http://hdl.handle.net/10386/3471.
Full textAbstract:
Thesis (M.A. (Communication Studies)) -- University of Limpopo, 2020The purpose of this study was to assess the Integrated Marketing Communication (IMC) strategies used by the University of Limpopo’s Marketing and Communication, Student Recruitment division. The study focuses on the use of IMC strategies including direct marketing, which includes marketing through branding, face- to -face interaction with customers and other elements including advertising. The other aspect of the marketing strategy is digital communication, which includes social media and web marketing that the university uses to market themselves to their prospective students. The use of marketing strategies by higher institutions of learning was addressed in the literature review and the importance of implementing the strategies was also discussed. The study focused further on direct marketing and digital communication strategies following low student number enrolments in 2016, especially in the faculties of Science and Agriculture, as well as in Management and Law. The study examined the way in which the university presents and sells itself, promotes its services and maintains the relationship between students, both international and domestic. In this work, IMC strategies were explained and outlined for understanding, which allows for proper implementation of the strategies. The use of General Systems Theory (GST) served as a theoretical outline for this study to highlight the importance of marketing strategies that operate in a systematic way. The use of GST also advocated for the implementation of marketing strategies as a system. The theory was able to link both IMC strategies and the organisation of higher learning, wherein IMC is a system itself. There are elements of IMC that work together to create a system in an organisation. GST supports education as it was stated that educational institutions deal with marketing strategies which, need to be approached in a systematic way (Buckey, 1968). Institutions of higher learning are composed of many systems, which should not be viewed as individual, separate units, but as contributing parts to the effective functioning of the whole marketing strategy. The research design utilised grounded theory for philosophical methodological underpinning. The data was collected through semi-structured interviews taken from nine, (9) high school leaners from Zimbabwe and South Africa. International high v school participants were attending an exhibition in different places in Zimbabwe, such as Harare (Gateway High School). In South Africa, data was collected from different areas, such as Capricorn, Vhembe, Mopanae and Blouberg in Limpopo province. Branding and the use of social media was also a concern. Most participants concluded that the university needs to upgrade its marketing strategies and focus more on the digital communication as teenagers spend time on their digital devices, which can be helpful in accessing the information they need.
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Pereira, Carolina Maria de Bessa Freixo e. "Integrated marketing communications : suitability in B2B markets : the case of the brand DaTerra." Master's thesis, 2016. http://hdl.handle.net/10400.14/21659.
Full textAbstract:
As it is often said: “If you don’t see it, it doesn’t exist”. In this sense, the relevant choice of promotion tools has gained importance as a differentiating instrument for companies, in order to become popular and acquire a solid degree of reputation and status. Being the choice of more relational communication tools quite common among business markets, it is starting to be questioned if the use of those tools is sufficient alone or, if it is reasonable for business actors to reach out to other communication instruments typically used in consumer markets.
This dissertation focuses, firstly, on the specificities of business markets, the communication molds within this field and the changing views regarding this matter, based on studies of other authors. Secondly, there will be an analysis to the promotion practices of a business-to-business brand that operates within the homeware industry, in light of good practices studied. Thirdly, it is discussed the appropriateness of communication channels outside businesses comfort zone – namely public relations and interactive marketing – highlighting the relevance of an integrated marketing communications’ approach. Finally, some suggestions regarding the brand’s current promotion strategy are proposed, which overall manifest themselves in potential gains in terms of brand awareness.
The results show that there is a tendency to focus on somewhat more relational communication tools and, thus, facing the nature of the business, it is recommended to the company under study the continuous usage of those instruments. Nevertheless, there is also evidence of room for improvement, namely, the parallel (integrated) use of promotion tools characteristic of consumer markets.
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MEI, YU HUI, and 俞惠玫. "The Application of Integrated Marketing Communication in Promoting Strategies : The Case of Eastern Home Shopping Company（EHS）." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/38110263931668265885.
Full textAbstract:
碩士世新大學
傳播管理學系
92
This study introduces a mode of IMC that is based on the following five dimensions: 1) the construction and analysis of consumer and potential consumer database; 2) the development of consumer communicative strategy; 3) the development of collective marketing; 4) the collection/selection of communicative tools; 5) the evaluation of synergy. It analyzes how IMC actually functions in TV shopping through the various promotion strategies utilized by the TV shopping industry.
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Cheng, Ling Tze, and 林弈辰. "Research Of Integrated Marketing Communication Strategies For Pop- Music- A Case of Pop Chinese Music In Taiwan –." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/02065828482021337860.
Full textAbstract:
碩士國立臺北大學
國際企業研究所
103
Pop music is an integral part of many aspects of modern life and can be considered an important part of many people's everyday lives. The impetus for this research is how incorporating integrated marketing communications (IMC) strategies may affect present and future consumer behaviors in the Chinese pop music industry. The research also seeks to emphasize that, in addition to the need of the Chinese music industry to further integrate IMC strategies; the industry must also tailor to possible different values and benefits (emotional, enjoyment, and personal ( interests and experiences in music) of the music consumer in order to spur a rebound in music sales. The basis of this research involved "in-depth interview" of key persons in major music labels and proponents of IMC in order to explore how IMC may promote greater consumers’willingness to purchase music. Through the interviews, this research sought to understand the difficulties, strategic planning needed and the important guidelines associated with the implementation of IMC strategies in the music marketplace. The results of the empirical study are of practical use in terms of the creation of marketing communication strategies for pop-music. Furthermore, suggestions are also useful for popular music industry.
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Pereira, Inês Marques. "A comunicação do CCB: as estratégias de comunicação." Master's thesis, 2015. http://hdl.handle.net/10071/10636.
Full textAbstract:
O presente trabalho pretende salientar a importância de ter uma estratégia de comunicação aliada uma eficaz Comunicação Integrada de marketing. Visa estudar e compreender a estratégia de comunicação de uma instituição cultural, nomeadamente do Centro Cultural de Belém. Neste contexto, os objetivos passam por indicar qual a estratégia utilizada na área dos espetáculos, destacando qual a tendência da mesma, fazendo sempre distinção entre online e offline. Será possível concluir qual o protocolo de comunicação entre os espetáculos produzidos pelo CCB e entidades exteriores à instituição.This paper aims intends to point out the importance of having a communication strategy combined with an effective integrated marketing communication. Aims to study and understand the communication strategy of a cultural institution, in particular the Cultural Centre of Belém. In this context, one of the objectives is to indicate the strategy used in the spectacles area, pointing the tendency that is used, always distinguishing between online and offline. It will be possible to conclude the communication protocol between the spectacles produced by CCB and other entities.
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Carolino, Francisca Maria Castro Lopes Rodrigues. "A comunicação integrada de marketing : um novo sentido para a comunicação da Maria Papoila." Master's thesis, 2014. http://hdl.handle.net/10400.14/15261.
Full textAbstract:
Na sociedade actual, caracterizada por mercados competitivos, por excesso de oferta
relativamente à procura, e por uma sobrecarga da informação em circulação e dos estímulos
comunicacionais, o papel da comunicação torna-se decisivo e imprescindível, pelo que
qualquer marca lhe deveria dedicar tempo e dinheiro. Num panorama mediático
multiplataforma e multitarefa, a uniformização de regras, comunicação e valores são também
preocupações a ter em conta por forma a garantir a coerência em todas as peças de
comunicação.
Este relatório debruça-se sobre a exploração do conceito de comunicação integrada de
marketing (CIM), bem como sobre a importância do seu planeamento estratégico com o
intuito de providenciar clareza, coerência e impacto por meio de mensagens integradas.
A falta de planeamento estratégico por parte da marca em estudo e a falta de clareza e
coesão das mensagens comunicadas conduziu à elaboração do relatório com este formato com
o intuito de aprofundar o desenvolvimento de um plano de comunicação numa perspectiva
integrada, respondendo assim a uma necessidade fundamental da organização que acolheu o
estágio. Deste modo, foram delineadas estratégias e tácticas que pretendem não só catalisar
uma mudança de atitude, mas também demonstrar um novo sentido de comunicação,
integrado, transformando o que até agora é apenas o nome de uma empresa numa marca
corporate com reputação com um posicionamento claro e uma reputação positiva.In today's society, characterized by competitive markets, by excess supply over demand, and an overload of information in circulation and communication stimuli, the role of communication becomes crucial and essential in a way that any brand should devote it time and money. In a multiplatform and multitasking media landscape, the standardization of rules, communication and values are also concerns to be taken into account as a way to ensure consistency in all communication pieces. This report focuses on the exploration of the concept of integrated marketing communication (IMC) as well as on the importance of its strategic planning in order to provide clarity, consistency and impact through integrated messaging. The lack of strategic planning by the brand under study and the lack of clarity and cohesion of its communicated messages led to the elaboration of the report in this format in order to further develop a communication plan with an integrated perspective, as a response to a critical need of the organization that hosted the internship. Thus, strategies and tactics were outlined aiming not only to catalyze a change of attitude, but also to demonstrate a new sense of communication, integrated, transforming what so far is just the name of a company to a corporate brand, with a reputation, a clear positioning and a positive reputation.
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Chiao, Chen Nung, and 陳農樵. "Third Generation (3G) Mobile Telecommunications Industry Applications of Integrated Marketing Communication Strategies in Promoting 3G Mobile Phones to the Early Adopters: Case Study of the ChungHwa Telecom." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/13126320126405273549.
Full textAbstract:
碩士南台科技大學
資訊傳播系
94
The new technical inventions often promote traditional saturated market bring back to life. According to the “How many” report (2005/7/11), the integrated Internet and the 3G service of the mobile telecommunication which is bringing dawn the reaching as high as the 2249 million phone users in Taiwan. Therefore in Japan, Han, Europe, America and so on the advanced countries, the 3G cell phones gradually become universal, Taiwan officially steps into the 3G telecommunication time in July, 2005. Industries believe use the integrated marketing communication(IMC) to establish the information bank, connect with correct goal consumers, integrate diverse different type mediums, transmit uniform news and so on in the competition intense telecommunication market. At the same time, the consumers not only compare to the price also compare to the service, therefore how establishes the good bidirectional communication channel and raise the deeply relations and so on, which will might be estimated to grasp certainly to the superiority, in this telecommunication marketing fighting. ChungHwa Telecom is the outstanding industry in the 3G marketing fighting, which carries the country and the privately operated superiority, since the 2G telecommunication, the 825 million users has been the Taiwan main item telecommunication industry. According to the “cell phone king” report(2005/9/26), ChungHwa Telecom the first begins the 3G services at the end of July, 2005, until September, the user numbers break through 8 ten thousand, equally every day increases 5,000 ~ 6,000 3G new users. Therefore this article uses the scholars who conform the integrated marketing communication which disseminates induction about all concepts, definitions, pattern charts, medium tools and so on referring to the Schultz, Tannenbaum and Lauterbom (1993) in Medill School unifies Moore and Thorson (1996) and G. E. Belch and M. A. Belch (1998) in San Diego University conform integrated marketing communication argument, and fuses Ozimek (1991) to the consumer information bank overhead construction elaboration. Taking a voluntarily induces take the consumer information bank as the integrated marketing communication dissemination foundation conformity marketing dissemination pattern chart for the research foundation. And according to the new things disseminates process, taking the early uses as this case study object, and take the new things to the consumer in the five characteristics "the relative advantage", "the compatibility", "the complexity", "the experiment" and "the observation", discriminating this consumers as "the young race group primarily", "society is not obvious after the status", "the contact media", "the consumers demand satisfies", "the new thing product guidance" and "the life condition" and so on the aspects carry on the correlation observation and the research. In addition this article according to studies the goal demand, after rests on correlation secondary material, separately with the ChungHwa Telecom sells the manager to carry on depth interview in Taichung and Kaohsiung , soon after carries the focal point association on the ChungHwa Telecom goal consumers, finally according to the above nature findings, conducts the universal consumers investigation and study, the main goal is: Wants to understand the industries aspects which present the conformity marketing applies to the 3G handset strategy, and expects to provide a set of new integrated marketing communication promotion pattern; in consumers aspects which hope to understand goal consumers’ demand and the correlation views, will supply the future solid service reference. The research discovers the result: The ChungHwa Telecom estimates the first wave promotes the consumers characteristic at first, formulates preliminary marketing goals, transmits the main news to the business place, unifies the region consumers information bank by each place, subdivides the goal consumers special characteristic once more, by the SWOT analysis and union many kinds of marketing actives, contains the region marketing and the whole staff marketing and so on, performs conformity each kind of mediums, establishes the relations with the consumers, and appears the obvious achievement to in the 3G users numbers growth rate. In the consumers aspects, we discover between the consumers and the mediums, indeed like the integrated marketing communication and the ChungHwa Telecom supposition says the situation distribution, but and "the event sells" and "the region marketing", the ChungHwa Telecom also has space of thinking, moreover in the consumers to the mediums contents aspects, the consumers explanation the medium content depth , does not see as if with the solid border purchase behavior is being connected, in the 3G consumers manners, we discover the consumers take city occupying rates, the handset price, the tariff is nothing more than unclear and so on, finally consumers memorize the ChungHwa Telecom brand impression, most mainly nothing more than contains the service attitudes, the tariff correlation strategies, contacts the frequency and the manner ways with the consumers and so on. In giving industry suggestion aspects, we discover the ChungHwa Telecom interior persons think the market the competition is intense has let the interior gradually present the old age staff to have aids has no time the predicament, also the multi- expectations enterprise can step much to the young trend, more precise acts bashful the consumers the demand, personally melts, multiply and so on unequal the marketing ways, assaults the younger race group market. Simultaneously suggested the ChungHwa Telecom can refer to the consumer true idea and the opinion much, although ChungHwa Telecom no matter in this 3G first wave promotion process, truly precise use union conformity marketing dissemination, but in fact both sides have the different existence in fact, speaking of the consumers, possibly also is a time coincidence and the human sentiment pressure, although such difference does not see affects the 3G service sale the result, but actually possibly creates Japan after image is SKYPE, 4G and so on the formidable competitors appear after the concealed worry, therefore suggested the ChungHwa Telecom may to its information bank in consumer opinion this sub-area, carry on the depth discussion and the understanding. Simultaneously this article also expected penetrates this research, may disseminate the theory union utilization using the conformity marketing which and innovate disseminates, will provide the future to study provides the trifle different views and the ideas, also for industry will provide the different marketing train of thinking spaces. And the expectation may provision industry to the integrated marketing communication values and the operation situations, as well as provision industries have to consumers’ demand further understood and the cognition, future also might the more effective use conformity marketing dissemination and the consumer information bank utilization, lets the consumers and the brand, the degree of satisfaction and the relations are closer.
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Silva, Clara Fernandes da. "How to define a communication strategy for a micro-company : the case of Family First." Master's thesis, 2020. http://hdl.handle.net/10400.14/31308.
Full textAbstract:
This dissertation was developed as a consulting project for Family First and its main
purpose was to define the company’s communication strategy, both online and offline. This
study not only presents a corporate component for the company by providing specific
recommendations to implement its communication strategy, but also an academic component
by helping to recommend and apply in practice a communication strategy for microenterprises
in general.
In order to develop recommendations both for Family First and for microenterprises, this
dissertation encompassed the literature review, a benchmark analysis so as to understand the
best communication practices within the market and a survey with the goal of acknowledging
Family First’s segmentation, targeting and positioning and the factors that influence the
likelihood of using the company’s services. Through the benchmark analysis a panoply of
communication practices – online and offline – was gathered as well as their respective costs.
The survey data, on the other hand, indicated that the company does not have a specific
demographic target group and presented the variables that influence the likelihood of using the
company’s services.
Based on the data analysis, three communication plans were developed and recommended
to the company – Basic, Standard and Premium Plans – by taking into account the practices
that were adopted by the majority of companies analysed and their respective costs. Lastly, it
was presented the total expected costs for each recommended plan as well as a timeframe so as
to indicate the moment when each of the suggested communication practices should be
implemented.Esta dissertação foi desenvolvida como um projeto de consultoria para a Family First tendo como principal objetivo definir a estratégia de comunicação da empresa, tanto online como offline. Este estudo visou não só a componente corporativa para a empresa com recomendações para a implementação da sua estratégia de comunicação, mas também uma componente académica que ajuda a recomendar e aplicar uma estratégia de comunicação para microempresas em geral. Com o intuito de desenvolver recomendações para a Family First e para as microempresas, esta dissertação abrange a revisão de literatura, uma análise de benchmark para conhecer as melhores práticas de comunicação no mercado, e um questionário com o objetivo de identificar tanto os fatores que influenciam a probabilidade de usar os serviços da Family First como a segmentação, targeting e posicionamento da mesma. Através da análise de benchmark foi reunida uma panóplia de práticas de comunicação – online e offline – bem como os seus respetivos custos. Os dados do questionário, por sua vez, indicaram que a empresa não possui um grupo-alvo específico e apresentaram as variáveis que influenciam a probabilidade de uso dos serviços da empresa. Com base na análise de dados, três planos de comunicação foram desenvolvidos e recomendados à empresa – Planos Básico, Padrão e Premium – tendo em consideração as práticas adotadas pela maioria das empresas analisadas e os seus respetivos custos. Por fim, foram apresentados os custos totais esperados para cada plano, assim como um cronograma para indicar o momento temporal em que cada prática deve ser implementada.
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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.
Full textAbstract:
碩士國立臺北大學
公共行政暨政策學系碩士在職專班
97
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 integrating a communication strategy derived from the 4C framework continue to be the critical elements in reinventing the Hakka dietary cultural industry; meanwhile, we are able to find that as Taiwan’s contemporary cultural creative industry and tourism industry thrive, the local culture and the society as a whole will also embrace an era of humanity consumption. With that, we need to understand that the key product in the Hakka dietary image to be marketed ultimately remains the Hakka cuisine, hence as can be extrapolated form the foregoing stated, promoting the Hakka dietary industry calls for more than mapping out an inward culinary refinement in substance, but also requires integrating the core concept by stepping up the marketing and communications medium in order to truthfully convey the Hakka dietary image to the minds of the masses, and in turn to instill a long-term, loyal consumption relationship by instilling the people with a touching sensation. The study aims to explore the marketing of the Hakka dietary image broach from the perspective of the “customer” by ascertaining first the constructs of the Hakka dietary image in promoting the Hakka dietary industry, whereby marketing the Hakka dietary image, coupled with integrating the communications medium, is able to create a “deep-rooting” cultural yield. Moreover, findings derived from the factual analysis study are used to propose the marketing strategy that integrates the 4C marketing and communications elements, and to present policy recommendations from the perspective of the government arm. Lastly the researcher focuses on the study findings to derive critical conclusions as follows, ⅠThe necessity for the Hakka diet to seek refinement in the aesthetics of the “Tangible” esthetics culture. Ⅱ The brand value for instilling a logo representative of the Hakka dietary image. Ⅲ The success of the Hakka dietary industry hinges on government policy--the Hakka restaurants’ certification and evaluation
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YANG, CHING-JU, and 楊靜如. "Integrated Marketing Communication of NPOs." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/b2agbg.
Full textAbstract:
碩士國立中山大學
企業管理學系研究所
96
Keen competitions have made non-profit organizations (NPOs) harder to survive. For the sake of acquiring sufficient resources, more and more NPOs operate like firms. They utilize commercial business models to obtain sufficient capital in order to achieve organizations’ objectives. It is crucial for NPOs to serve marketing methods to grab attentions and enhance sales during the process of commercialization. Yet literally few papers have discussed the role of integrated marketing in the realm of NPOs, let alone studies on temples. This thesis aims at using case method to understand how temples use integrated marketing tools and to provide suggestions in order to enhance the operation of temples and local economy while achieving long-run sustainability. This research serves integrated marketing concepts as the theme and used case methods to discuss on how temples use integrated marketing tools and strategies. This study has also formed a performance model on evaluating NPOs’ integrated marketing efforts. Situation analyses, current status examination and suggestions to the underlying temple are also provided in this thesis for the sake of enhancing sustainability of the NPOs.