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Barker, Rachel. "Strategic integrated communication: An alternative perspective of integrated marketing communication?" Communicatio 39, no. 1 (March 2013): 102–21. http://dx.doi.org/10.1080/02500167.2013.741071.
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I., Bilić,, and Mateljak, Ž. "Strategic Integration of Integrated Marketing Communications, Case of Croatia." Journal of Business Theory and Practice 3, no. 2 (September 14, 2015): 119. http://dx.doi.org/10.22158/jbtp.v3n2p119.
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<p><em>The main purpose of this paper is to investigate the relationship between the development of integrated marketing communications, corporate communication strategy and its alignment with overall corporate strategy in Croatian companies. In addition, in Croatian business environment, particularly in the period of economic crisis, companies try to reduce their costs which results in neglecting the communication function. There is also the eternal scientific question regarding the effects of investment in the marketing and communication functions. Therefore, this question will be discussed in this paper by observing the correlation between integrated marketing communications and organizational performances reached by observed companies.</em></p><p><em>It is presumed that there is a positive relationship between higher levels of developed integrated marketing communications and organizational performance which the observed companies achieved. This survey was conducted on 500 companies with the highest value added rank in the Republic of Croatia in the year 2009 (according to the Institute for Business Intelligence).</em></p>
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Budzanowska-Drzewiecka, Małgorzata. "Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej." Zarządzanie Mediami 9, no. 2 (2021): 281–96. http://dx.doi.org/10.4467/23540214zm.21.017.13412.
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The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing communication, resulting from the usage of social media in the companies’ communication practices. Based on the literature review, the current challenges of integrating social media into marketing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communication through the evolving social media and the theoretical discussion on the conceptual framework of integrated marketing communication.
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Kumar, Swatantra, and Sanjay Baijal. "Integrated Marketing Communication Through Strategic Consistency:An Innovative Proposal for Future Marketing." Artha Vijnana: Journal of The Gokhale Institute of Politics and Economics 61, no. 1 (March 1, 2019): 22. http://dx.doi.org/10.21648/arthavij/2019/v61/i1/180159.
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Aesthetika, Nur Maghfirah, and Poppy Febriana. "Integrated Marketing Communication Bawean Island Tour." Prosiding Semnasfi 1, no. 1 (May 9, 2018): 276. http://dx.doi.org/10.21070/semnasfi.v1i1.1163.
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Bawean Island which is within the scope of Gresik Regency has the potential of nature, culture, and religiontourism. The natural resources that have this potential will develop if managed and promoted with an effective and efficient strategy. The purpose of this study to analyze the communication strategy used by the local government of Gresik Regency in promoting potential tourism in Bawean Island. In this qualitative descriptive study the primary data was obtained through in-depth interviews with the head of Departement of Culture Tourist Youth and Sport in Gresik. The questions in the interview related to Bawean Island tourism promotion strategic plan along with what has been done by related parties. Data analysis was performed using interactive techniques from Miles and Huberman. The results of this study show that the Department of Culture, Tourism, Youth, and Sports has not had a marketing strategy and implementation based Integrated Marketing Communications. The strategies and promotions that have been there are also still not running optimally.
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Kitchen, Philip J., and Inga Burgmann. "Integrated marketing communication: making it work at a strategic level." Journal of Business Strategy 36, no. 4 (July 20, 2015): 34–39. http://dx.doi.org/10.1108/jbs-05-2014-0052.
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Purpose – The purpose of this paper is to describe, review and critique the concept of integrated marketing communications (IMCs) and to suggest ways forward conceptually and managerially. Design/methodology/approach – This paper critically reviews the emergence, growth and current status of IMC. Findings – As the authors consider IMC diffusion in business practice, its generic acceptance in terms of theory and obstacles or difficulties standing in the way of further developments, this leads to positioning IMC more ably, strengthening its theoretical foundations, critiquing its contribution so far and assessing conceptual and managerial issues. Research limitations/implications – As a critical review, the authors draw upon data from wide variety of academic IMC research. However, there is an identifiable specific need for in-company empirical research. Practical implications – Where IMC is applied in a strategic way, with a view to creating synergy among the different marketing communication elements to achieve short- and long-term returns, the approach can be and is associated with greater consistency among messages and functions, and leads to cost savings, easier working relations between different departments, better utilisation of media and promotional mix elements, together with greater efficiency and enhanced returns. Originality/value – The value of the paper lies in its detailed review of the literature, IMC’s significance in terms of conceptualisation and business practice, and underlines the need for further in-company research.
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Kumar, Namita N. "Vodafone marketing communications." Emerald Emerging Markets Case Studies 2, no. 8 (October 17, 2012): 1–8. http://dx.doi.org/10.1108/20450621211304298.
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Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.
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Baranetska, A. "ІНТЕГРОВАНІ КОМУНІКАЦІЇ: ІНТЕРПРЕТАЦІЯ РЕКЛАМИ." State and Regions. Series: Social Communications, no. 1(41) (March 10, 2020): 90. http://dx.doi.org/10.32840/cpu2219-8741/2020.1(41).14.
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<div><em>The article explores aspects of modern advertising discourse implementation. The patterns of realization of interaction between advertising and consumers are characterized. The basic functionality of advertising as a communication tool is defined. The article describes strengths and weaknesses in the organization of advertising communication and notes positive features and disadvantages of advertising. Advertising is presented as an important component of the marketing communication system. It is emphasized that the efficiency of marketing communications is due to their strategic planning, therefore, marketing communications is a peculiar strategy of communication with the target audience, which involves its comprehensive coverage. It is noted that the traditional dominant means of the marketing communications system is advertising, which can adapt in the context of modern social transformations. It has been determined that advertising, as a form of mass communication, requires certain transformations due to modern trends in the economic market. The shortcomings of advertising include lack of personal contact with the audience, obtrusiveness and addiction that require a certain correction. The article examines the essence of the concept of integrated marketing communications (IMC), which consists in a kind of synthesis of communication means and the possibility of their complementarity, by overcoming the shortcomings of some communication elements by others, which will contribute to the expansion of the range of interaction with consumers. Advertising in the marketing communications system has been interpreted as an important component of a customer engagement strategy. Possible variants of advertising supplementation by other communication means are shown, the advantages of which can offset the disadvantages in advertising communication. It is noted that the complex simultaneous use of marketing communications increases the influence and contributes to increasing the pragmatic effect of such communication. The necessity of strategic planning of communication with consideration of specific communication characteristics of each medium and possibility of interchangeability are emphasized.</em></div><p><strong><em>Key words: </em></strong><em>advertising, advertising discourse, marketing communications, integrated marketing communications, communication.</em></p>
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Demko, Marіana. "Features of Integrated Marketing Communications of Banks." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 3(78) (December 15, 2020): 92–97. http://dx.doi.org/10.26906/eir.2020.3(78).2002.
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The essence and features of integrated marketing communications and their role in achieving successful functioning of banks in the market are studied. In conditions of economic instability, banks are looking for the most effective marketing tools to promote the brand. Therefore, the role of integrated marketing communications in the activities of banks has significantly increased. Integrated marketing communications strengthen the bank’s competitive stability in the market, form the image of the bank, increase the promotion of banking products, provide banking services and efficiency of banking. The purpose, tasks and properties of integrated marketing communications of banks to achieve marketing goals and increase the successful operation of banks are formulated. Conceptual approaches to the essence of integrated marketing communications as a universal tool for achieving marketing goals (concept; planning concept; the concept of joining forces; management coordination concept; combine tools; special macro positioning of the brand; strategic analysis, selection, application and control). The author’s definition of integrated marketing communications of banks on the basis of the formed conceptual approaches to the essence of integrated marketing communications and definitions of authors is offered. On the basis of this definition the mechanism of action of integrated marketing communications as an effective tool of communication activity is formed as at interaction of tools of marketing communications in the synergetic unity create positive effect for successful banking activity. Effective management of banking activities is carried out by the interaction of promotion tools with the emergence of a synergistic effect, as this achieves the marketing goals of the bank.
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Manser Payne, Elizabeth, James W. Peltier, and Victor A. Barger. "Omni-channel marketing, integrated marketing communications and consumer engagement." Journal of Research in Interactive Marketing 11, no. 2 (June 12, 2017): 185–97. http://dx.doi.org/10.1108/jrim-08-2016-0091.
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Purpose In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research. Design/methodology/approach The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity. Findings Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts. Practical implications The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships. Originality/value The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.
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Baptista, Nuno. "Integrated reporting stimulates strategic communication of corporate social responsibility? A marketing perspective analysis based on Maignan, Ferrell and Ferrell’s stakeholder model of corporate social responsibility in marketing." Media & Jornalismo 18, no. 33 (November 12, 2018): 43–60. http://dx.doi.org/10.14195/2183-5462_33_3.
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Integrated reporting brings the promise of a new approach to corporate reporting based on integrated thinking, long-term focus, a broader view of value creation and a better articulation of organizations’ strategy and business models and further integration of corporate social responsibility and sustainability in business. Despite the potential of integrated reporting to drastically change the way corporate social responsibility is currently reported, marketing scholars focusing on ethics and social responsibility seem to be alienated from the discussion occurring in academia about integrated reporting. In this article we evaluate if integrated reports, as conceptualized by the International Integrated Reporting Council, may be used as a relevant source of information to operationalize Maignan, Ferrell and Ferrell’s stakeholder model of corporate social responsibility. We conclude that integrated reports present some important limitations, mostly related with being exclusively focused on the information needs of investors and not requiring companies to report on the full impact of their activities on other stakeholders. This study contributes to this special issue dedicated to the topic of strategic communication by framing the potential contribution of integrated reporting to strategic communication of corporate social responsibility.
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Prayitno, Sunarto. "Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital." CoverAge: Journal of Strategic Communication 12, no. 1 (September 16, 2021): 27–39. http://dx.doi.org/10.35814/coverage.v12i1.2152.
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The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing.
Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.
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Husnita. "INTEGRATED MARKETING COMMUNICATION (IMC) SEBAGAI STRATEGI PENGUATAN DISTRIBUSI PRODUK." Mediakom : Jurnal Ilmu Komunikasi 3, no. 1 (2019): 51–66. http://dx.doi.org/10.35760/mkm.2019.v3i1.1982.
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Penelitian ini bertujuan untuk (1) Mengetahui besarnya pengaruh kemitraan distributor melalui pembinaan Telkomsel dalam memasarkan produk Telkomsel di Branch Bandung. (2) Mengetahui besarnya pengaruh kemitraan distributor terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung. (3) Mengetahui besarnya pengaruh pembinaan Telkomsel terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung. (4) Mengetahui besarnya pengaruh kemitraan distributor melalui pembinaan Telkomsel terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung. Metode penelitian ini menggunakan metode survei eksplanatori yaitu suatu penelitian yang mempunyai tujuan untuk menguji hipotesis yang menyatakan hubungan sebab akibat antara dua variabel atau lebih dengan bias yang kecil dan meningkatkan kepercayaan. Populasi untuk penelitian ini adalah tenaga Sales Force yang dimiliki oleh mitra distributor di Branch Bandung. Teknik sampling dalam penelitian ini adalah cluster random sampling dengan ukuran sampel 121 responden yang terdiri 51 responden dari PT. Agrabudi yang terdapat pada cluster Sumedang dan 70 responden dari PT. Suryalaya yang terdapat pada cluster Bandung Inner 2. Hasil Penelitian ini menunjukan bahwa (1) Kemitraan distributor memiliki pengaruh yang signifikan terhadap pembinaan Telkomsel dalam memasarkan produk Telkomsel di Branch Bandung. (2) Kemitraan distributor memiliki pengaruh yang signifikan terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung. (3) Pembinaan Telkomsel memiliki pengaruh yang signifikan terhadap produktivitas kersa sales force dalam memasarkan produk Telkomsel di Branch Bandung. (4) Kemitraan distributor dan pembinaan Telkomsel berpengaruh terhadap produktivitas kerja sales force dalam memasarkan produk Telkomsel di Branch Bandung.
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Catovic, Azra, and Elma Elfic. "Relation between strategic management and system of integrated marketing communications." Ekonomski izazovi 3, no. 6 (2014): 128–36. http://dx.doi.org/10.5937/ekoizavov1406128c.
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Vernuccio, Maria, and Federica Ceccotti. "Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision." European Management Journal 33, no. 6 (December 2015): 438–49. http://dx.doi.org/10.1016/j.emj.2015.09.001.
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Rozalena, Agustin, and Iis Saidah. "DESTINATION BRANDING OF TERAS CIKAPUNDUNG: A MODEL OF COMMUNICATION STRATEGY." Scriptura 10, no. 1 (July 6, 2020): 24–33. http://dx.doi.org/10.9744/scriptura.10.1.24-33.
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Penelitian ini bertujuan untuk mengontruksi model strategi komunikasi merek merupakan penelitian dengan objek komunikasi merek kota dengan subjek penelitian para informan yang berkaitan dengan terbangunnya Teras Cikapundung di sekitar bantaran dan sempadan Sungai Cikapundung. Penelitian ini bersifat kualitatif dengan paradigma kontruksi serta analisis studi kasus. Peneliti menggunakan teknik depth interviewing, Focus Group Discussion (FGD), observasi, analisis dokumenserta teknik analisis data menggunakan model interaktif. Hasil penelitian menyatakan 1) proses pembentukan komunikasi merek wisata kota buatan Teras Cikapundung melalui elaborasi Model MESSAGE dan destination branding strategy; 2) adanya strategi wisata buatan Teras Cikapundung berdasarkan tiga unsur penguatan melalui lokasi karyawisata, kesadaran komunitas dan kebersihan lingkungan, Kliatchko’s Model of Integrated Marketing Communication (IMC) dan Strategic Management of Teras Cikapundung’s Brand Communication Programmes; 3) Model strategi komunikasi merek wisata kota buatan Teras Cikapundung yang menunjukkan urutan aktivitas kontruksi strategi yang dilakukan oleh pihak komunikator
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Spickett-Jones, J. Graham. "Book Review: What is ‘Integrated Marketing Communication’?" Journal of General Management 36, no. 4 (June 2011): 91–93. http://dx.doi.org/10.1177/030630701103600408.
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Rismayanti, Rebekka. "Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi." Jurnal ILMU KOMUNIKASI 13, no. 2 (January 20, 2017): 253. http://dx.doi.org/10.24002/jik.v13i2.835.
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Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran
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Bruhn, Manfred, and Stefanie Schnebelen. "Integrated marketing communication – from an instrumental to a customer-centric perspective." European Journal of Marketing 51, no. 3 (April 10, 2017): 464–89. http://dx.doi.org/10.1108/ejm-08-2015-0591.
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Purpose Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The purpose of the present paper is to undertake a first step to close this gap by proposing thought-provoking impulses for customer-centric IMC. This is done by discussing central premises of customer-centric IMC in terms of the changed conditions on the media markets, its challenges and principles and its implementation issues. Design/methodology/approach The paper provides a conceptual approach to customer-centric IMC by deriving new lines of thinking from a review of existing literature relating to the concept of IMC. Findings The paper positions customer-centric IMC as an important advancement of IMC. It shows that the most important new lines of thinking which could be adopted as strategic components of customer-centric IMC are relationship orientation, content orientation and process orientation. The paper thus suggests that customer-centric IMC is a balancing act between a company’s own branding activities and the integration of customer-centered issues. Originality/value The originality of this paper resides in a detailed conceptual discussion of new insights into a customer-centric IMC. In contrast to existing work on IMC, this paper threads together the existing perspectives on IMC (inside-out and outside-in) to highlight the potential role of IMC in the era of social media (customer-centric IMC) by adding an outside-out view to the concept of IMC.
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Shilina, Marina G., and Irina I. Volkova. "Russian Public Relations in 2020: Peculiar Features of Transformation." RUDN Journal of Studies in Literature and Journalism 26, no. 2 (December 15, 2021): 302–10. http://dx.doi.org/10.22363/2312-9220-2021-26-2-302-310.
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The paper presents the current transformations of Russian public relations during the SaRS-COVID-19 pandemic and remote working in 2020. In response to the crisis and uncertainty, companies have adapted and restructured corporate strategies and communications. The increasing demand for communication support of strategies and daily support of corporate activities indicates the growing significance of PR and the implementation of organizational strategies, as well as the demand for the optimization of corporate communication in society. The PR industry in general and professional communication are becoming more and more integrated due to the attraction of knowledge, competencies, specialists from a wide range of related industries: marketing, sociology, management. The current communication situation caused changes in the characteristics of Russian PR in the segment of communication agencies. Despite the traditionally high volume of the agencies marketing services, the growth of crisis and digital communications has turned to be stable, which indicates the demand for more flexible PR formats. Based on an analysis of public relations of the leading local communication agencies in 2020, the authors put forward a hypothesis on the formation of the prerequisites for the transition of Russian public relations to the format of strategic communications.
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Chkhotua, I. Z., and A. S. Khvorostyanaya. "Strategic priorities of developing a communication strategy for a tourist brand." Russian Journal of Industrial Economics 14, no. 2 (June 30, 2021): 172–83. http://dx.doi.org/10.17073/2072-1633-2021-2-172-183.
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Global, regional, industrial and consumer trends have a determinative effect on creating tourist products and informing the target audience correctly about the basic values and offers. Due to this fact there is a growing significance of communicational strategy which leads to more effective positioning of tourist locations and building long-term relationship with consumers by means of creating brands of strategic leaders of the tourist industry. The aim is to determine the role of communicational strategy in achieving strategic objectives of the tourist industry. As a result, the study solves the following tasks: the authors study theoretical basis of developing communicational strategy, discover strategic interrelations between such categories as reputation, image and destination brand, analyze the influence of global strategic trends on the system of strategic communication, systematize the regional experience of introducing tourist marketing of the area and branding, conduct strategic analysis of strategic communication systems on the example of the key players of the tourist industry. The study is based on the general theory of strategy and strategizing methodology developed by Center for Strategic Studies of Institute of Complex Systems Mathematical Research, Lomonosov Moscow State University under the scientific guidance of Professor V.L. Kvint. The authors applied such methods as analysis and synthesis, comparison, systematization and generalization. The results of the study are as follows: the authors have developed a conceptual model of creating a unique commercial product in tourism which is based on the value approach. Since communicational strategy play a determinative role in achieving the objectives of a tourist destination and creating long-tern consumers’ associations development and realization of brand strategizing should be integrated with the strategic communication system of a tourist destination to achieve economic effectiveness.
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Garretson, Judith A., and Scot Burton. "The Role of Spokescharacters as Advertisement and Package Cues in Integrated Marketing Communications." Journal of Marketing 69, no. 4 (October 2005): 118–32. http://dx.doi.org/10.1509/jmkg.2005.69.4.118.
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Marketers often use verbal claims to highlight brand benefits in marketing communication campaigns. However, spokescharacters may also be incorporated into campaigns and are often featured both in advertisements and on product packages. The authors use three studies to examine various integrated marketing communications (IMC) strategic combinations, including the effects related to the use of spokescharacters versus verbal attributes; advertisement–package coordination; character relevancy; and the presence of new, favorable brand information that may compete for cognitive resources on packages. Based on conceptual rationales drawn from encoding specificity, network associations, and the elaboration likelihood model, the findings offer empirical evidence that pertains to the potential benefits of including spokescharacters in IMC campaigns. Specifically, the use of spokescharacters results in more favorable brand attitudes, even when brand attribute recall is affected adversely by deviations from the primary message conveyed in the IMC campaigns. The authors offer some implications of these and other findings for marketers attempting to affect consumer evaluations favorably with spokescharacters in IMC campaigns.
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Sisyadi, Bella, and Muhammad Adi Pribadi. "Interaksi Simbolik sebagai Pembentukan Perencanaan Komunikasi Pemasaran (Studi Etnografi pada PT. Inti Ozzigeno Nara Solusi)." Prologia 4, no. 1 (February 25, 2020): 59. http://dx.doi.org/10.24912/pr.v4i1.6433.
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Integrated marketing communication is an activity to increase the sales, and to introduce a brand to people in an effective way using a consistent message for the appropriate target audience. PT. Inti Ozzigeno Nara Solusi is an advertising agency in Indonesia that implements integrated marketing communication to reach client’s objective. PT. Inti Ozzigeno Nara Solusi has its own step of integrated marketing communication which is different compared to other advertising agencies. Symbolic interactionism takes an important role in creating the integrated marketing communication of PT. Inti Ozzigeno Nara Solusi. The research uses qualitative methodology with ethnography method. The data is obtained from participant observation, in depth interview with the team, and document analysis. The results concluded that PT. Inti Ozzigeno Nara Solusi has nine steps in the integrated marketing communication planning process that includes the following steps: OZIM, Brand and Competitor Analysis, Target Audience Research, to find ‘Benang Merah’ of client, Set Umbrella Communication, Set the integrated marketing communication strategy, Pitching with Client, Execute the Integrated Marketing Communication, and Monitoring. Symbolic interactions are found during the integrated marketing process such as rules, language of use, up to the company expectations. Kegiatan komunikasi pemasaran terpadu dilakukan untuk meningkatkan penjualan dan memperkenalkan sebuah merek kepada masyarakat dengan cara menetapkan cara terefektif dan pesan yang konsisten untuk target audience yang sesuai. PT. Inti Ozzigeno Nara Solusi adalah perusahaan periklanan di Indonesia yang menerapkan komunikasi pemasaran terpadu untuk memenuhi objektif klien. PT. Inti Ozzigeno Nara Solusi memiliki cara tersendiri dalam pembentukan perencanaan komunikasi pemasaran yang berbeda dengan perusahaan periklanan lainnya. Interaksi simbolik berperan penting dalam perencanaan komunikasi pemasaran PT. Inti Ozzigeno Nara Solusi. Penelitian ini menggunakan metodologi kualitatif dengan metode etnografi. Pengumpulan data dilakukan dengan observasi partisipan, wawancara mendalam dengan tim PT. Inti Ozzigeno Nara Solusi, dan analisis dokumen. Kesimpulan dari penelitian ini yaitu terdapat 9 tahapan perencanaan komunikasi pemasaran terpadu yang terdiri dari OZIM, Analisis Merek dan Kompetitor, Riset Target Audience, Menemukan ‘Benang Merah’ dengan klien, Menetapkan Umbrella Communication, Menetapkan Strategi Komunikasi Iklan, Pitching dengan Klien, Eksekusi Strategi Komunikasi Pemasaran Terpadu, dan Monitoring. Pada tahapan tersebut terjadi interaksi yang mengandung simbol-simbol seperti peraturan, penggunaan bahasa, hingga harapan para tim perusahaan
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Ots, Mart, and Gergely Nyilasy. "Just doing it: theorising integrated marketing communications (IMC) practices." European Journal of Marketing 51, no. 3 (April 10, 2017): 490–510. http://dx.doi.org/10.1108/ejm-08-2015-0595.
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Purpose This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means “to do” IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Design/methodology/approach The paper introduces practice theory as a lens through which to study and analyse IMC practices. Using qualitative coding and interpretative analysis, the framework was operationalised and applied to a two-year organisational ethnography encompassing IMC planning activities in at a leading Swedish retailer. Findings Findings demonstrate how practitioners develop explicit and implicit strategies to enact strategic integration. The study conceptualises IMC as a set of interrelated practices, or routinised behaviours, which are repeated and organised by some social or formal rules and conventions. In the ethnographic context of the study, “IMC as practice” is exhibited in the forms of routines, material set-ups, rules and procedures, cultural templates and teleoaffective structures. Originality/value The paper proposes a novel set of theoretical and methodological tools that can be used to understand how IMC lives as a set of practices inside organisations. It specifically conceptualises the link between mental and objectified, materialised and routinised activities that has previously been escaping the sphere of theorisation. By creating language and tools to capture hitherto unmodellable phenomena, the paper opens many new avenues for future research.
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Kurniawanti, Dessy, and Bambang Hendrawan. "ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN." JOURNAL OF APPLIED BUSINESS ADMINISTRATION 1, no. 1 (April 30, 2019): 61–73. http://dx.doi.org/10.30871/jaba.v1i1.1261.
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This study aims to analyze how the process of marketing communication strategies such as: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing conducted by PT. Indonesia Villajaya. The research data was obtained through direct observation, documentation, as well as in-depth interviews with five informants. This research method using descriptive qualitative method. Analysis of the data include: data collection, data reduction, data presentation, and conclusion. The results showed that PT. Indonesia Villajaya conduct marketing communication strategy with reference to the integrated marketing communications strategy with process include: advertising, sales promotion, direct marketing, personal selling, and community relations & publicity. With the process of the strategy undertaken during this helps in increasing the public's brand awareness, enhance brand image and increase sales for the company
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Frimpong, Kwabena. "Wooing fans back into Ghana stadia – in the wake of the globalization of football." Emerald Emerging Markets Case Studies 4, no. 4 (September 1, 2014): 1–9. http://dx.doi.org/10.1108/eemcs-11-2013-0210.
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Subject area Marketing Strategy and Marketing Management. It can also be used to illustrate the application of specific concepts and frameworks, such as “revenue (demand/Capacity) management” in services marketing and “Integrated Marketing Communication” under marketing communication. Study level/applicability Postgraduate and Final Year Marketing Majors. Case overview The case describes how the Ghana Premier League (GPL), the flagship football product of the Ghana Football Association, continues to record low attendances at various league centres since the turn of the new millennium. The case highlights the effects of global forces (both macro and micro factors) on the patronage of GPL matches. It also brings into focus the effects of professionalization and commercialization of the league, especially, on traditional football clubs. It presents discussions on the need for football clubs to adopt sound management principles, such as market-orientation in response to the dynamic global forces. Apart from illustrating the effects of globalization on football, the case can also be used for teaching topics on integrated marketing communication/brand management and revenue management for perishable services. Expected learning outcomes To enable students to appreciate how the forces of globalization affect businesses in developing countries; to enable students to apply strategic marketing frameworks (PEST, Porter's five forces Model, SWOT, etc.) to analyse business situations; to enable candidates/students to understand the use of services management principles to address problems relating to perishable demand and unused capacity; students should understand the importance of quality products/services and branding to an organization's ability to deliver exceptional customer experience; to enable students apply the elements of integrated marketing communication to address organizational problems; andto sharpen students' critical thinking and innovative problem-solving skills. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Jannah, Uzlifatul, and Agoes Moh. Moefad. "Strategi Komunikasi Pemasaran Wisata Baru Setigi di Gresik Jawa Timur." Jurnal Ilmu Komunikasi 9, no. 2 (October 5, 2019): 114–29. http://dx.doi.org/10.15642/jik.2019.9.2.114-129.
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This article discusses how the tourism marketing communication strategy "Setigi" in Sekapuk Village, Ujungpangkah District, Gresik Regency. The purpose of this study was to determine the marketing communication strategy of Village-Owned Enterprises (Bumdes) and tourism awareness groups (Pokdarwis) "Pelangi" in tourism marketing. limestone hill "Setigi" to attract visitors. This study uses a qualitative-descriptive approach based on integrated marketing communication theory. The result of this research is the implementation of a marketing communication strategy carried out by Bumdes and Pokdarwis "Pelangi" in Sekapuk Village, Ujungpangkah District, Gresik Regency utilizing social media and collaborating with the youth community in the Gresik area, as well as collaborating with the Gresik Regency Tourism Office
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Musyaffa, Q. Nushan, and Amri Dunan. "STRATEGI KOMUNIKASI PEMASARAN POPOLO COFFEE TERHADAP GENERASI MILLENIAL MELALUI AKUN INSTAGRAM." Diakom : Jurnal Media dan Komunikasi 2, no. 2 (December 9, 2019): 152–59. http://dx.doi.org/10.17933/diakom.v2i2.59.
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Abstrak – Maraknya bisnis dibidang coffee shop ini memberikan peluang besar terhadap para pengusaha di bidang kuliner untuk menciptakan pasar baru terutama terhadap kalangan milenial. Bisnis dibidang kuliner coffee shop ini menjadi semakin ramai karena hadirnya trend Instagram ditengah masyarakat. Berbagai bentuk promosi untuk menarik minat beli serta menjual konsep “Instagramable”, menjadi trend baru beberapa tahun kebelakang ini dikalangan anak muda di berbagai kota-kota besar. Strategi komunikasi pemasaran yang dilakukan Popolo yaitu melalui Instagram yang digunakan sebagai media informasi sekaligus pemasaran dari Popolo tersebut. Tujuan dalam penelitian ini adalah untuk menganalisis bagaimana strategi komunkasi pemasaran Popolo Coffee terhadap generasi milenial yang melalui akun Instagram yang terhadap generasi milenials. Pendekatan dalam penelitian ini menggunakan metode deskriptif kualitatif, dan menggunakan teori IMC (Integrated Marketing Communication). Hasil dari penelitian yang telah dilakukan, maka peneliti dapat menyimpulkan bahwa strategi komunikasi pemasaran Popolo menggunakan media sosial Instagram karena murah, mudah, dan jangkauan area yang tercangkup sangat luas.
Kata Kunci: Strategi Komunikasi, Komunikasi Pemasaran, Instagam, Millenials
Abstract – The coffee shop business was a great opportunity for entrepreneurs in the culinary field to create new markets, especially for the millennials generation in present. Coffee shop business is becoming happening because of the presence of Instagram trends in the community. Various forms of promotion to attract buying and selling with the concept of "Instagramable" has become a new trend among young people in big cities. The marketing communication strategy by Popolo is trough Instagram which is used as a marketing media of Popolo for now. The purpose of this research is to analyze how Popolo Coffee's marketing communication strategy towards millennials through Instagram accounts on the millennials generations. The approach in this study uses a descriptive qualitative method, and uses the IMC (Integrated Marketing Communication) theory. The results of the research that has been done, the researchers can conclude that the marketing communication strategy of Popolo uses social media Instagram because it is cheap, easy, and the coverage area covered is very broad.
Keywords: communication strategies, marketing communications, instagram, millennials
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Kurniawan, Firsto Rozi, Setyowati Setyowati, and Hanifah Ihsaniyati. "STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) USAHA KEDAI SUSU MOM MILK UNTUK MENARIK MINAT KONSUMEN." SEPA: Jurnal Sosial Ekonomi Pertanian dan Agribisnis 13, no. 2 (May 15, 2018): 167. http://dx.doi.org/10.20961/sepa.v13i2.21026.
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<p>Abstract: This study aims to identify the activities of Integrated Marketing Communications Mom Milk in maintaining marketing activities and consumer interest. Then the strategy could be an alternative strategy for the other businesses in the face of the ASEAN Economic Community. The basic method used in this research is descriptive qualitative method. The location of this study purposively taking case study in Mom Milk considering that Mom Milk is milk bar businesses that are already using some of the activities of integrated marketing communications. Sources of data in this study is a resource, and field observations. Researchers collected data were interviews, records and documentation. Data analysis techniques in this study using an interactive model that consists of three basic components: data reduction, data presentation, and drawing conclusions with the verification to know each Integrated Marketing Communication activities carried out by Mom Milk. The results showed that the marketing communication activities conducted by Mom Milk is linked activities and support each other to inform Mom Milk to consumers. Each activity has functionality ranging from building awareness through radio advertising and magazine advertising, advertising to persuade consumers via the Internet and social media, and to maintain customer loyalty through the provision of incentives andprom otion to its customers. Barriers faced by Mom Milk is the number of competitorsand people's lifestyles are highly volatile change. However, through creativity and innovation Milk Mom both of products and marketing styles, Mom Milk was never afraid to face it.</p><p>Abstrak: Penelitian ini bertujuan untuk mengindentifikasi kegiatan Integrated<br />Marketing Communications kedai Susu Mom Milk dalam mempertahankan kegiatan<br />pemasaran dan menarik minat konsumen. Kemudian strategi tersebut bisa menjadi<br />alternatif strategi bagi pelaku usaha lain dalam menghadapi ASEAN Economic<br />Community.Metode dasar yang digunakan dalam penelitian ini adalah metode<br />deskriptif kualitatif. Lokasi penelitian ini secara purposive mengambil studi kasus di<br />Mom Milk dengan pertimbangan bahwa Mom Milk merupakan usaha kedai susu yang<br />sudah menggunakan beberapa kegiatan komunikasi pemasaran terpadu. Sumber data<br />pada penelitian ini adalah narasumber, dan observasi lapangan. Peneliti<br />mengumpulkan data menggunakan teknik wawancara, pencatatan, dan dokumentasi.<br />Teknik analisis data dalam penelitian ini menggunakan model analisis interaktif yang<br />terdiri dari 3 komponen pokok yaitu reduksi data, sajian data, dan penarikan simpulan<br />dengan verifikasinya untuk mengetahui masing-masing kegiatan Integrated Marketing<br />Communication yang dilakukan oleh Mom Milk.Hasil penelitian menunjukkan bahwa<br />kegiatan komunikasi pemasaran yang dilakukan oleh Mom Milk merupakan kegiatan<br />yang saling berhubungan dan saling mendukung untuk menginformasikan Mom Milk<br />kepada para konsumen. Setiap kegiatan memiliki fungsi mulai dari membangun kesadaran melalui iklan radio dan iklan majalah, membujuk konsumen melalui<br />periklanan internet dan media social, dan untuk menjaga loyalitas konsumen melalui<br />pemberian insentif dan promosi kepada para konsumennya. Hambatan yang dihadapi<br />oleh Mom Milk adalah banyaknya pesaing dan gaya hidup masyarakat yang sangat<br />mudah berubah ubah. Namun melalui kreatifitas dan inovasi Mom Milk baik itu dari<br />produk maupun gaya pemasaran, Mom Milk tidak pernah takut untuk menghadapinya.</p>
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Stevani, Fruri, and Ifa Khoiria Ningrum. "STRATEGI INTEGRATED MARKETING COMMUNICATION UNTUK MENINGKATKAN LOYALITAS ANGGOTA BAITUL MAAL WAT TAMWIL AMANAH 99 BOJONEGORO." Edunomic Jurnal Pendidikan Ekonomi 6, no. 1 (February 13, 2018): 1. http://dx.doi.org/10.33603/ejpe.v6i1.927.
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IMC merupakan bagian dari Marketing Departement yang secara umum bertugas untuk memasarkan produk, jasa dan fasilitas, memperoleh opini publik yang menguntungkan serta mempertahankan citra positif. Untuk mendukung berhasilnya tugas IMC dibutuhkan informasi dan komunikasi dua arah, serta hubungan baik dengan semua pihak, baik pihak internal maupun eksternal. Pengelolaan IMC yang baik, akan menghasilkan keuntungan bagi lembaga terutama dari sisi terjaganya citra baik performance. Oleh karena itulah dalam penelitian ini akan dianalisis Strategi Integrated Marketing Communication (IMC) manakah yang paling efektif dalam meningkatkan loyalitas anggota BMT Amanah 99 Bojonegoro.Penelitian ini menggunakan metode penelitian deskriptif dengan pendekatan analisis kualitatif, dengan teknik pengumpulan data lebih banyak pada observasi terus terang atau tersamar, wawancara mendalam (in depth interview) dan dokumentasi. Teknik sampling yang digunakan dalam penelitian ini adalah purposive sampling digunakan untuk mencari data strategi pemasaran yang digunakan BMT, jadi yang paling mengerti tentang strategi pemasaran adalah pimpinan, manajer marketing dan anggota marketing. Dari kelima elemen strategi IMC terdapat satu elemen yang paling efektif digunakan untuk meningkatkan loyalitas nasabah yaitu strategi personal selling. Berdasarkan hasil wawancara dapat diketahui bahwa personal selling menjadi sumber informasi yang paling banyak didapat oleh anggota BMT. Hal ini dibuktikan dari sebesar 21 anggota atau 56,8 %. Sedangkan faktor lokasi menjadi sumber informasi yang paling sedikit yaitu dari 7 orang atau sebesar 18,9 %. Strategi personal selling dapat meningkatkan loyalitas anggota karena langsung berinteraksi dengan BMT. Marketing BMT langsung mendatangi anggota dengan memberikan pelayanan yang baik sehingga dapat menciptakan hubungan yang baik dengan anggota. Hal ini dapat menjadi hubungan yang erat antara anggota dan BMT sehingga akan menciptakan loyalitas. Dengan demikian strategi personal selling paling efektif untuk meningkatkan loyalitas anggota BMT.Kata kunci: Integrated, Marketing, Communication.
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Ikhsana, Putri Dewi, Guntur Freddy Prisanto, and Rosita Anggraini. "PENERAPAN STRATEGI E-MARKETING COMMUNICATION DAN EKUITAS MEREK SIARANKU.COM TERHADAP LOYALITAS VIEWERS." Inter Komunika : Jurnal Komunikasi 4, no. 1 (September 2, 2019): 58. http://dx.doi.org/10.33376/ik.v4i1.217.
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The development of communication technology has brought changes to the patterns of human interaction behavior which continue competing to innovate in developing and utilizing increasingly sophisticated communication technologies. In this study, researchers were using theories and concepts that support the basis of being integrated, such as Integrated Marketing Communication, Brands, Brand Equity, and Consumer Loyalty. Researchers were using a supportive method to be used as a methodology such as positivistic paradigm, quantitative approach, survey strategy using questionnaires, sampling techniques using the formula taro yamane, and data processing techniques using probability sampling - simple random sampling. The results showed that e-marketing communication and brand equity have a strong influence on the loyalty of siaranku.com viewers and have a validity level that meets the requirements.
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Kang, Kyoungsoo. "Strategic Orientation, Integrated Marketing Communication, and Relational Performance in E-commerce Brands: Evidence from Japanese Consumers’ Perception." Business Communication Research and Practice 4, no. 1 (January 2021): 28–40. http://dx.doi.org/10.22682/bcrp.2021.4.1.28.
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Ezer, Eben. "INTEGRATED MARKETING COMMUNICATION STRATEGY IN THE MIDDLE OF ONLINE MEDIA GLOBALIZATION (CASE STUDY IN KOMPAS NEWSPAPER)." International Journal of Advanced Research 9, no. 5 (May 31, 2021): 1269–73. http://dx.doi.org/10.21474/ijar01/12966.
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In the middle of the globalization of online media, newspapers as print media are currently experiencing competition in the media industry. Many people who used to use newspapers as the main media in accessing news information have now shifted to online media, resulting in many newspapers in Indonesia that have started to dislike their readers. One of the newspapers in Indonesia is the daily Kompas . To overcome this, an integrated marketing communication strategy effort is needed which must be carried out by the Kompas newspaper marketing in order to exist in the middle of todays online media globalization. online today. This research uses the theory of Elaboration Likelihood theory (ELT) and Integrated Marketing Communication (IMC). In addition, the research uses marketing concepts, strategic concepts, communication strategy concepts, digitization concepts and print media concepts. The approach used in this study is a qualitative approach with descriptive interview methods. This research method is to use a case study approach which intends to describe the results of the research and try to find a comprehensive description of a situation. In addition, data collection techniques in this study were carried out by in-depth interviews and observations. The results of the discussion in this study are that Kompas daily newspaper uses five marketing mix strategies in maintaining its existence in the middle of globalization of online media today. The five strategies are direct marketing, sales promotion, public relations, personal selling and advertising. The conclusion in this study is that the five strategies are running very well in the Kompas daily newspaper so that the Kompas daily newspaper still exists today in the midst of the globalization of online media.
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Isharyadi, Isharyadi, Firman Kurniawan, Irwansyah Irwansyah, and Poppy Ruliana. "INTEGRATED MARKETING COMMUNICATION SEKOLAH TINGGI DESAIN INTERSTUDI SEBAGAI STRATEGI KELUAR DARI KRISIS." Communicare : Journal of Communication Studies 6, no. 1 (August 6, 2019): 23. http://dx.doi.org/10.37535/101006120192.
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This study aims to find out how Integrated Marketing Communication (IMC) is a strategy out of crisis? The analysis of this study focuses on how Integrated Marketing Communication becomes a strategy out of crisis, using planning-planning, organizing, activating, and monitoring methods that are carried out to determine and achieve targets According to George R. Terry (Terry, 1957). Through case studies and data collection techniques in the form of interviews, it is known that IMC can overcome and even exclude organizations from crises, besides being able to improve the image also has an impact on increasing student acceptance. The conclusion of this study shows that the existence of IMC activities carried out separately, although it does not have an impact on new student admissions, this strategy is able to make STDI out of crisis, IMC strategies can be a different approach for crisis-affected organizations, improving the image positive and increase public trust.
Keywords: Crisis; Integrated Marketing Communication
ABSTRAK
Penelitian ini bertujuan untuk mengetahui Bagaimana Komunikasi Pemasaran Terpadu (IMC) sebagai strategi keluar dari krisis ?Analisa penelitian ini berfokus pada bagaimana IMC menjadi strategi keluar dari krisis, menggunakan metode perencanaan-perencanaan, pengorganisasian, penggiatan, dan pengawasan yang dilakukan untuk menentukan serta mencapai sasaran-sasaranMenurut George R.Terry (Terry, 1957). Melalui studi kasus dan teknik pengumpulan data berupa wawancara, diketahui bahwa IMCdapat mengatasi bahkan mengeluarkan organisasi dari krisis, selain dapat meningkatan citra juga berdampak pada meningkatnya penerimaan mahasiswa. Kesimpulan dari penelitian ini menunjukan adanya kegiatan IMC yang dilakukan secara terpisah pisah, meskipun tidak berdampak pada penerimaan mahasiswa baru dirasakan strategi ini mampu membuat STDI keluar dari krisis, strategi IMC mampu menjadi pendekatan yang berbeda bagi organisasi yang terkena krisis, memperbaiki citra positif dan meningkatkan kepercayaan masyarakat.
Kata kunci: krisis; komunikasi pemasaran terpadu
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Sari, Jihan Indah, and Joko Susilo. "STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19." Jurnal Pustaka Komunikasi 4, no. 1 (April 24, 2021): 117–30. http://dx.doi.org/10.32509/pustakom.v4i1.1350.
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Covid-19 Pandemic affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped and there is no customer that comes by due to government's policy which forces people to stay at home. The purpose of this research is to describe the defensive strategy by bingsoo cafe through the approach of integrated marketing communications (IMC), so that it can continue to defense and adapt to the bussines situation of Covid-19 pandemic. The method of this research is qualitative with observation technique and deep interview. The result of this research indicates that bingsoo cafe applies the strategy of Integrated Marketing Communications (IMC) by combining 9 out of 12 elements of promotion. Those elements are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale And Merchandising, Corporate Identity, Packaging, And Word Of Mouth.
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Terziev, Venelin, and Ekaterina Arabska. "Opportunities of Establishment of Destination Management and Marketing Organizations in Bulgaria." Journal of Economic Development, Environment and People 4, no. 2 (June 24, 2015): 49. http://dx.doi.org/10.26458/jedep.v4i2.110.
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The paper examines tourism sector development in the Republic of Bulgaria in the context of the country’s strategic priorities till 2020 of knowledge-based economy, sustainable growth and smart specialization, the opportunities for its integration with agri-food sector and potential contribution to balanced rural development. The principles and roles of destination management and marketing organizations are discussed and the opportunities for their application in the national conditions are explored. A framework for of establishment, management and functioning of such organizations is proposed based on integrated and participatory approaches, planning, coordination and communication activities, permanent monitoring and controlling.
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Bennett, Roger, and Helen Gabriel. "Schools sponsorship: Corporate philanthropy or integrated marketing communications weapon?" Journal of Communication Management 4, no. 2 (April 1999): 135–58. http://dx.doi.org/10.1108/eb023514.
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Faizah, Nur, and Sokhi Huda. "Strategi Integrated Marketing Communication Produk The Red Ginger Al-Ghozali di Tambak dalam Baru Surabaya." Jurnal Ilmu Komunikasi 9, no. 2 (October 5, 2019): 162–79. http://dx.doi.org/10.15642/jik.2019.9.2.162-179.
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This study examines the Integrated Marketing Communications (IMC) strategy carried out by Ustadh Al-Ghozali in marketing the red ginger products. IMC strategy plays an important role in the advancement and development of the Home industry. The purpose of this study was to identify the IMC strategy proposed by Al-Ghozali in marketing the red ginger products and to teach this research using a qualitative-descriptive approach with a Marketing Mix theory perspective. The results of this study describe that the IMC strategy carried out by Al-Ghozali includes two stages, namely planning and implementation. In these two stages he employs a strategy of advertising, direct marketing, direct promotion, personal selling, and public relations. The factors that support the success of the IMC strategy are the role of social media and the involvement of resellers. IMC strategy is implemented optimally. Although there are several constrained aspects, there are quite a lot of consumers, especially those in the shop who have collaborated
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Palazzo, Maria, Pantea Foroudi, Philip J. Kitchen, and Alfonso Siano. "Developing corporate communications: insights from the Italian scenario." Qualitative Market Research: An International Journal 23, no. 3 (January 20, 2020): 407–26. http://dx.doi.org/10.1108/qmr-12-2017-0185.
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Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms. Design/methodology/approach A qualitative approach is deployed, comprising in-depth interviews with senior managers from Italian corporations from a broad spectrum of industries, including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy and construction. Findings The paper offers insight into corporate communications (corpcoms) practices in the sampled companies. The paper shows that corpcoms involves a complex range of activities leading to performance – managed and implemented under CEO direction. Practical implications Corpcoms is perceived as a strategic concept with effective application relative to managing corporate image and reputation. The findings offer insights for communication professionals who deal with corpcoms, branding and marketing communications. Originality/value Corpcoms can be viewed via the lens of social actors’ perspectives, i.e. via practitioners – including brand managers and senior executives, as they possess practical knowledge of business practice in specific contextual business settings and have the managerial ability and remit to design, implement and evaluate integrated corpcoms.
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Kuswantoro, Kuswantoro. "Analisis Strategi Integrated Marketing Communication dalam Penerimaan Peserta Didik Baru di Lembaga Pendidikan." Jurnal Kependidikan 4, no. 1 (May 27, 2016): 19–38. http://dx.doi.org/10.24090/jk.v4i1.2806.
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AbstractEducational institutions in general public schools rarely use marketingstrategies in getting new students. This is due to one of them because thepublic school when the acceptance of new learners have been flooded withnew prospective students, but different things happen in the average ofprivate schools. The purpose of this paper is to examine how IntegratedMarketing Communication (IMC) which consists of advertising, salespromotion, public relations & publicity and direct marketing, of NewStudent Admissions (PPDB) in private schools, especially the newlyestablished private schools. Due to the reality in society many publicperceptions that private schools are less interested in society because theythink that private schools do not have good quality compared to stateschools. For that it needs new breakthroughs to increase the number of newlearners in accordance with the target expected by the educational institutionis through Integrated Marketing Communication (IMC).AbstrakLembaga pendidikan secara umum terutama di sekolah-sekolah negeri jarangsekali menggunakan strategi marketing dalam mendapatkan siswa-siswibaru.Ini disebabkan salah satunya karena sekolah negeri ketika penerimaanpeserta didik baru sudah kebanjiran calon siswa baru, tetapi hal berbedaterjadi di rata-rata sekolah swasta.Tujuan penulisan ini adalah mengkajibagaimana Integrated Marketing Communication (IMC) yang terdiri dariadvertising, sales promotion, public relation & publicity serta directmarketing, terhadap Penerimaan Peserta Didik Baru (PPDB) di sekolahsekolahswasta terutama sekolah swasta yang baru berdiri.Karena realita yangterjadi di masyarakat banyak persepsi-persepsi masyarakat bahwa sekolahsekolahswasta kurang di minati oleh masyarakat karena menganggap bahwa sekolah-sekolah swasta tidak memiliki kualitas yang bagus di bandingkansekolah-sekolah negeri.Untuk itu perlu adanya terobosan-terobosan baruguna meningkatkan jumlah peserta didik baru sesuai dengan target yangdiharapkan oleh lembaga pendidikan tersebut yaitu melalui IntegratedMarketing Communication (IMC).
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Neill, Marlene S. "Beyond the c-suite: corporate communications’ power and influence." Journal of Communication Management 19, no. 2 (May 5, 2015): 118–32. http://dx.doi.org/10.1108/jcom-06-2013-0046.
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Purpose – The purpose of this paper is to examine what formal executive-level committees senior corporate communications executives are members of and what value they contribute. Design/methodology/approach – The researcher conducted in-depth interviews with 30 senior executives at four US companies who discussed corporate communications’ involvement in eight strategic issues. Findings – The focus on the C-Suite is too narrow as strategic issues arise at the division level and in executive-level committees. Corporate communications is often in competition with marketing for influence and coveted seats in the board rooms. Corporate communications is most likely to be included in decision making when issues are perceived as falling within their domain, when the function has support from the CEO, when working in industries with frequent crises or those focussing on reputation management, and in companies that utilize integrated decision teams. Practical implications – Corporate communicators need to enhance their research skills and educate other colleagues about their domain beyond media relations. Originality/value – Study includes the perspectives of executives outside of corporate communications such as marketing, sales, human resources, investor relations, finance, and operations as well as division presidents.
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Bari, Andriansyah. "Memotret Strategi Komunikasi Pemasaran Terintegrasi Pada Industri Fashion." Jurnal Manajemen Bisnis 17, no. 3 (July 31, 2020): 360. http://dx.doi.org/10.38043/jmb.v17i3.2521.
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ABSTRACTSaddap Leather Goods is a company which engaged in fashion especially leather products. As a newly established company, Saddap faces several problems from some divisions, particularly in the marketing division. It is found that brand awareness of Saddap is still considered low. This can be seen from the small number of follower on Instagram. This study aims to find the problem in Saddap by conducting the internal analysis. This analysis consists of SWOT Analysis and TOWS Analysis. The data in this study were obtained through interviews with six informants which consists of Saddap excisting consumer and potential consumer. The data were also obtained through observation, literature (library research), and documentation. From this study it can be concluded that Saddap was facing ineffectiveness of previous marketing activity. To fix this problem, Saddap uses marketing communication tools through the Integrated Marketing Communication. Marketing communication tools proposed by Saddap are Advertising, Sales promotion, Redesign of packaging, Personal Sales, Trade shows and Direct Marketing. This research proposed the short and long term marketing activity
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Valos, Michael J., Vanya Louise Maplestone, Michael Jay Polonsky, and Mike Ewing. "Integrating social media within an integrated marketing communication decision-making framework." Journal of Marketing Management 33, no. 17-18 (November 22, 2017): 1522–58. http://dx.doi.org/10.1080/0267257x.2017.1410211.
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Mujiati, Desy Wahyuningrum, Basuki Wibawa, Cici Sylvia, and Tri Helpy Purnamadani. "INSTAGRAM: INTEGRATED MARKETING COMMUNICATION (IMC) SEBAGAI STRATEGI PENJUALAN BAGI MAKE UP ARTIS (MUA)." Jurnal Ilmiah Dinamika Sosial 4, no. 2 (August 31, 2020): 211. http://dx.doi.org/10.38043/jids.v4i2.2418.
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Akhyani, Indriana. "Integrated marketing communication “Gadis modis” sebagai usaha mikro kecil dan menengah dalam meningkatkan loyalitas konsumen." COMMICAST 1, no. 1 (July 3, 2020): 10. http://dx.doi.org/10.12928/commicast.v1i1.2411.
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Penelitian ini bertujuan untuk menjabarkan strategi yang dibuat oleh Gadis Modis sendiri untuk meningkatkan loyalitas konsumen dalam pembelian sebuah produk dan mampu memaksimalkan proses transaksi jual beli.Metode Penelitian yang digunakan adalah Kualitatif Deskriptif yang bertujuan untuk mendapatkan gambaran secara mendalam berdasarkan situasi yang nyata dari apa yang diteliti. Teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan dokumentasi. Penelitian melakukan analisis data dengan menelaah data-data yang diperoleh dari hasil observasi, wawancara, dan dokumentasi. Untuk menguji keabsahan data, peneliti melakukan dengan cara membandingkan, menyatukan, dan menggabungkan seluruh data yang telah diperolehHasil dari Penelitian ini adalah Gadis Modis sampai saat ini telah melakukan bahkan melaksanakan sejumlah strategi pemasaran diantaranya dengan melaksanakan komunikasi pemasaran terpadu (Integrated Marketing communication) yang meliputi Promotion (promosi), Public Relations (Humas), Advertising, Direct Marketing, Personal selling, Publicity, Event, Interactive Marketing untuk mengkomunikasikan visi dan misi yang ada pada perusahaan.
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Kasypul, Kasypul Anwar, and Gt Irhamni Gt. Irhamni. "PENGEMBANGAN PRODUK EKONOMI KREATIF KAIN SASIRANGAN DAN PENERAPAN STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MENINGKATKAN DAYA TARIK KOTA BANJARMASIN SEBAGAI DESTINASI PARIWISATA." Jurnal Ilmiah Ekonomi Bisnis 6, no. 1 (March 19, 2020): 12–25. http://dx.doi.org/10.35972/jieb.v6i1.310.
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Abstract: The objectives of this research are (1) To find out, study and analyze the development of creative economy products in Sasirangan fabric in the city of Banjarmasin. (2) To find out, study and analyze the application of integrated marketing communication strategies in Sasirangan fabric creative economy products in Banjarmasin City. (3) To find out, study and analyze the attractiveness of the city of Banjarmasin as a tourism destination from the perspective of tourists. (4) To find out, study and analyze how much influence the sasirangan fabric creative economic product development and the application of integrated marketing communication strategies to the attractiveness of Banjarmasin City as a tourism destination. This study uses an explanatory survey method, because it will explain the relationship between the variables studied. While the type of relationship between variables used in this study is causality, that is, the independent variable / independent variable influences the dependent variable / dependent variable. the results showed that in general the integrated marketing communication strategy in the creative economy products in the City of Banjarmasin had been implemented well. This can be seen from the majority of respondents' answers that stated agreed with the questions asked. But of the four factors forming integrated marketing communication, aspects of public relations and publicity and advertising are the forming factors that have the most powerful role and have been implemented quite well. This means that as a whole the management of tourism and the creative economy tourism industry has conducted a series of promotions to introduce what is owned by all prospective tourists through various media. Keywords: Product, Strategy, Marketing, Competitiveness.
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Falkheimer, Jesper, and Mats Heide. "From Public Relations to Strategic Communication in Sweden: The Emergence of a Transboundary Field of Knowledge." Nordicom Review 35, no. 2 (December 18, 2014): 123–38. http://dx.doi.org/10.2478/nor-2014-0019.
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Abstract In this conceptual article, we argue that strategic communication is a transboundary concept that captures, better than public relations does, the complex phenomenon of an organization's targeted communication processes in contemporary society. The aim of the article is twofold. First, the purpose is to describe and reflect the development and institutionalization of public relations education and research in Sweden. Second, based on the transboundary changes we see in industry, education and research, we argue that strategic communication is a conceptual and holistic framework that is more valid and relevant than public relations. Moreover, we suggest that strategic communication also integrates organizational (internal) communication as well as aspects of management theory and marketing, thus allowing us to understand, explain and criticize contemporary communication processes both inside organizations and between organizations and the surrounding society. The article is mainly based on secondary data about the public relations industry, earlier research and a mapping of public relations education and research in Sweden.
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Отенко, Ірина Павлівна, and Олена Валеріївна Птащенко. "МЕТОДОЛОГІЧНІ ОСНОВИ ДОСЛІДЖЕННЯ МІЖНАРОДНОГО МАРКЕТИНГУ ВИСОКИХ ТЕХНОЛОГІЙ." Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 135, no. 3 (August 19, 2019): 27–37. http://dx.doi.org/10.30857/2413-0117.2019.3.3.
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The paper explores the key approaches to shaping the methodology for the study of high technology international marketing. The theoretical background for the presented paradigm of high technology international marketing is the synthesis of the following concepts and theories: the informatization theory; the globalization theory; the property rights theory; the high-tech manufacturing concept; the concept of environmentally friendly goods and services; social and ethical marketing concept; the concept of high-tech marketing; the concept of knowledge economy; the concept of sustainable development; the marketing concept. Given the high complexity and challenges in managing a high-tech business development, a number of basic approaches have been suggested, in particular: systemic, functional, integrated, communication and information-based, dynamic and strategic. The basic principles of international high-tech marketing development have been identified, i.e. unity; proportionality; optimal correlation; adequacy; identity; objectivity; thoroughness; flexibility; levelling; disclosure and duality. The main research hypothesis presented argues that international high technology marketing facilitates a mechanism for ensuring the development of high-tech industries and successfully contributes to boosting the processes of globalization and integration within the Ukraine’s economy.
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Kristiani, Dwi, and Nuning Lisdiana. "STRATEGI INTEGRATED MARKETING COMMUNICATION PARIWISATA BERBASIS BUDAYA MELALUI KESENIAN KRIDO BUDOYO DI DESA NJRAKAH SELO BOYOLALI." EKOBIS : Jurnal Ilmu Manajemen dan Akuntansi 7, no. 2 (January 3, 2020): 60–67. http://dx.doi.org/10.36596/ekobis.v7i2.255.
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Jrakah Village is one of the villages in Selo District, Boyolali Regency, besides having natural attractions, namely the beautiful mountain scenery; it also has cultural tourism in the form of dances which are incorporated in the Krido Budoyo art gallery. This art has its own attraction to attract local and foreign tourists. The tourism program will be successful if the promotion strategy is implemented appropriately. The purpose of this study is to describe Integrated Marketing Communication and to find out the elements of promotion that are applied to cultural tourism in Jrakah Selo Village. In addition, it is also to find out the obstacles faced by the Department of Tourism in promoting cultural tourism in the village of Jrakah Selo. This type of research is descriptive research. The result of his research is that the Integrated Marketing Communication run by the Krido Budoyo Arts group has not been maximized because it has only used a number of social media, other aspects such as a convenient venue are also not yet available. is the absence of synergy between the roles of government, art groups, tourism businesses and local communities who are members of MSE. There needs to be a joint commitment in marketing the Krido Budoyo art and partnerships with third parties in developing and marketing Krido Budoyo art
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Le Roux, C., and C. Du Plessis. "An exploratory Q study of corporate brand identity elements governing corporate brand image formation." Southern African Business Review 18, no. 3 (January 29, 2019): 119–41. http://dx.doi.org/10.25159/1998-8125/5688.
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12Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identifi ed the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identified from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed significant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, reflecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.