Marketing communication journal pdf. 1 Al-Farabi Kazakh National University May 29, 2020 · Leading marketers see modern marketing to be all about value creation. markets is o en based on Dec 31, 2017 · Mike Ewing is Alfred Deakin Professor of Marketing and Dean of the Deakin Business School. Nowak, Glen, and Joseph Phelps (1994), “Conceptualizing the Integrated Marketing Communications Phenomenon: An Examination of Its Impact on Advertising Practices and Its Implications for Advertising Research,” Journal of Current Issues and Research in Advertising, 16 (Spring), 49–66. Top read articles. involvement of a person or organiz ation, promotion often has a About this book. 15 Nos 2/3, pp. Nov 1, 2016 · With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a “bottom-up” communications matching model and a “top-down Jun 1, 2006 · Digital marketing communication is directed to profiled targets, which are active. Journal website Author guidelines. Todorova published Marketing communication mix | Find, read and cite all the research you need on ResearchGate Trakia Journal of Sciences, Vol. 1080/00913367. In the field of marketing communications, must be coordinate efforts towards the last P of the marketing mix of marketing communication/promotion offered by vari-ous scholars in the area to assess the consensus and consis-tency of marketing communication/promotion strategies. Marketing aims to meet human needs by creating value. (1996) Practitioner opinions and interests regarding integrated marketing communication in selected Latin American Countries. 9-26. Designing the right marketing mix involves the four P's i. Nevertheless, it has received comparatively little attention from the scientific community. Journal of Marketing Communication, 2 (3), 125–139. Kelly. practitioners and a cademics. Justifying their contribution and the interaction style of SM/CGM with IMC by offering relevant examples with a focus on the fourth P of marketing in general and IMC in particular. 286. Originality/value The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out Jun 10, 2020 · Although social media use is gaining increasing importance as a component of firms’ portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). In particular, there is very little knowledge about the effectiveness, optimal design and implementation of content marketing. YONGVONGPHAIBOON, et al. Journal of Advertising Research 48 (4) DOI: 10. Cooper, Michael T. Principles of media planning and budgeting in advertising 5. Jan 3, 2022 · In the Journal of Marketing Communications’ first special issue on IMC, Don Schultz and Heidi Schultz highlighted the need for firms and brands to shift from where they were to a place that matched the communications needs of the twenty-first-century global marketplace. Kailani, C. Principles of using Journal of Marketing Communication, 2 (3), 159–172. Dec 1, 2018 · As a form of communication used to. Buttle (1995 Apr 10, 2017 · Findings. The major extension provided by the new definition is a focus on the horizontal (across countries) dimension of marketing communications. Jun 7, 2016 · Journal of Marketing Communications Volume 24, 2018 - Issue 8. They argued that the old 4Ps approach (product, price, promotion, and Aims and scope. M. Ewing, Laknath Jayasinghe, Ilse Struweg & Marius Wait. 498 reads in the past Jan 1, 2015 · PDF | On Jan 1, 2015, G. g. To fill this gap, this paper examines how customers perceive the IMC of two global brands (Coke and Pepsi). a few Aug 19, 2018 · Abstract. Journal of International Marketing is a peer-reviewed journal that is dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing are welcome. in the communication process. 56, October, pp. Fam, K. 12 No. As the opposite, the sales process in B2C. Traditional and digital media 6. 1080/135272696346114. Develops a model which integrates the development of marketing relationships with marketing communication practice. Journal of Marketing 80 (6) DOI: 10. Jan 1, 2018 · Article PDF Available. Nieves-Casasnovas, et al. product or service, alig ning existing products a nd services, planning and May 1, 2011 · Abstract. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this Jun 12, 2018 · Abstract. The theory of marketing communication is basically a concept used in order to transmit messages, i. The purpose of this report is to present theoretical concepts and developments in the concept of " marketing communication mix". Introduction. Jan 1, 2015 · The research methodology involves the following steps: 1) Establish the main objectives of the research, namely: a) analyze the relationship between integrated marketing communication and consumer behaviour; b) determining those factors that may influence buying behaviour of consumers through the integrated marketing communication. 15. for promotional purposes, regarding goods and services. Essentially, achieving Oct 1, 2014 · R esearch: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010, Journal of Advertising, 43:3, 296-316, DOI: 10. 0 CrossRef citations. To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. Providing a fresh and innovative framework for the management of marketing communication processes, this textbook uses references to communication studies, cultural studies and critical management studies to shift the focus from message-making to relationship-building. The hypotheses are tested with a dataset of survey data from 323 Portuguese consumers using partial least squares structural equation modelling. It presents firms with the propensity to offer and deliver customer value, driving the business and value creation processes to ensure that entities function at their optimum to achieve both short and long objectives (Porcu et al. Rose, P. However, the advent of technology and research, among other reasons, has made the marketing communication process increasingly sophisticated in recent decades and has given rise to integrated marketing communication (IMC) and the integrated Sep 1, 1996 · Globally Integrated Marketing Communications. This merges the integrated marketing Jul 1, 2009 · Building strong brands in a modern marketing communications environment. 1509/jm. Dec 16, 2020 · Three main categories to which those research papers belong to are identified: (i) Communication and Marketing (C&M); (ii) Design and Production (D&P); and (iii) Culture and Society (C&S). G. Kevin Jan 1, 2021 · PDF | On Jan 1, 2021, Riska Fiati and others published E-Commerce Communication: A Descriptive Study on Integrated Marketing Communication in Tokopedia, Indonesia | Find, read and cite all the Jul 1, 2004 · Communication has been part of the marketing process for as long as people have exchanged goods. B. Submit your paper. 7 SCHULTZ, Don E. It. The development of digital content marketing is increasingly a relevant and valuable task in digital marketing agencies in order to attract prospective consumers on digital platforms and May 23, 2022 · Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing. makes marketing cam paign memorable and develops an. Print ISSN: 1352-7266. Pickton D. University of Michigan. 1080/13527260902757530. 2 022 (2022), Article ID 981169, DOI Jun 27, 2022 · as ‘the Digital Transformation’ of marketing, widely accepted and investigated by both. A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. Each Time in Communication Research and Theories. A focal attribute of communication is miscommunication. 1,362 Views Dec 9, 2010 · To define globally integrated marketing communications, three definitions of integrated marketing communications are considered and modifications are offered. T. P. 103-117. This Nov 19, 2018 · marketing communica tion model geared on social networking sites based not o nly on the. kets because of the culture, technology, consumer interactivity, reciprocity, networks, and channels found in them. We argue that existing marcom models often fail in new mar-. 1. 2013. Principles of social influence 9. Published by Taylor & Francis. In Poland, the QR code is frequently used in the grocery store, from the simplest form (leading to the main page of the manufacturer) to the reference, to a specially prepared content. 83-93. The presence of online and offline channels can alter how customers collect information about products, communicate with the company and buy. Understanding integrated marketing communication: Concepts, definitions and dimensions. Varey. theoretical debate but also on emp ir ical data from the customer’ s attitude measuremen t. This article describes a pilot study testing some aspects of the integrated marketing communications concept. The Instagram application offer a great advantages such as quick and cheap Apr 21, 2016 · Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. What is the marketing communication mix, describing its nature, importance, types of instruments and efficiency, and how it can be used to communicate effectively the benefits of your products or services to its customers. We model this key characteristic as a noise in the messages communicated, so that the sender of a message is uncertain about its perception by the receiver, and then identify the strategic consequences of miscommunication. T. Rennes School of QR codes are mainly applied to transmit marketing communications of organizations and in-store promotion campaigns. of all the further actions of marketing. It is defined as “the coordination of all of the marketing communications efforts of an organization for the purpose of ensuring the consistent presentation of promotional messages to target audiences” , p. 13, Suppl. Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. January 2018. For classroom use in higher education, this Reading is accompanied by a Teaching Note, test bank, and exhibit slides. Figure 2 is a simplified diagram showing how marketing communication elements and activities can be integrated. Using three classical rhetorical elements, we may see this process as developing an understanding Nov 18, 2023 · Marketing communication education in developing countries: Post-pandemic insights from India and South Africa. Effective Communication is supplem entary to marketing. This Reading begins with an overview of marketing communications strategy and then presents a framework for designing strategies to optimize consumer engagement. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Mar 8, 2017 · This study provides a longitudinal content analysis of advertising research articles in 17 top-tier advertising, marketing, and communication journals published over the past 30 years (1980–2010 This article explains what is the marketing communication mix, describing its nature, importance, types of instruments and efficiency. 2, pp. The deadline for extended abstracts submissions is: March 15, 2024. the goods, services, ima ge, and community. Holly B. This study examined the link between brand communication and brand awareness. 169-184 Jun 1, 2001 · Abstract. tools (online advertising, online video and int eractive television advertising Hutton, J. In the digital era, omnichannel marketing practices bring advantages to the company (Cui et al. emotional link between the m arketer and target audience. and Broderick, A. Sep 15, 2020 · Integrated marketing communications (IMC) happens to be a formal term in the discipline of marketing. Journal of Communication is accepting submissions to a forthcoming special issue themed on "Time in Communication Research and Theories". 1,362 Views Submit an article Journal homepage. Principles of generating insights 3. The marketer chooses the product features and services that will deliver value. When a piece of Journal of Marketing Communications. Drawing on academic research Aug 1, 2018 · In the Journal, Integrated marketing communication, brand equity, and business performance in micro-finance Institutions: An emerging market perspective, the author Anabila, P. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. A new Feb 17, 2007 · Abstract. Balmer and others published Corporate communication and corporate marketing | Find, read and cite all the research you need on ResearchGate Jan 1, 2019 · Marketing communications in the digital age. (2005) Integrated Marketing Communication, Prentice Hall, Harlow. Jun 1, 2001 · PDF | Develops a model which integrates the development of marketing relationships with marketing communication practice. Table 5 – Frequently used media in marketing communication Table 6 – Forms of Internet advertising Table 7 – Marketing communication effects Table 8 – Marketing communication instruments and objectives Table 9 – Media channels and advertising groups Table 10 – Different types of Clouds Table 11 – Asset Assessment Tool Mar 2, 2015 · The Review of Marketing Communications Volume 10, 1991 - Issue 1. Page 1 of 15 Results Feb 1, 2012 · Ca˘lin Gura˘u , (2008), “Integrated Online marketing Communication : Implementation and Management”, Journal of Marketing Communication, V ol. Submit an article Journal homepage. December 2008. 4, nº 1998, pp. Dec 9, 2019 · Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. July 2009. 2012. This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Journal of Marketing Communications is a double-anonymized peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. Journal of Marketing, Vol. Authors: Paul Meeting Nadube. Measurement of the effectiveness of communication tools Jan 10, 2011 · A description of the development of the Integrated Marketing Communication concept is furnished. , 2021; Payne et al. It was found that using emotions in content Jul 8, 2016 · Integrating Marketing Communications: New Findings, New Lessons and New Ideas. Rivers State University of Science Dec 1, 2017 · PDF | Promotion is one of the four major elements of the marketing mix. Planning and executing the creative appeal 8. International Journal of Advertising, 22 (1), 93–115. This article explains what is the marketing May 5, 2022 · Marketing communications has witnessed rapid growth due to the major shift from a production-driven economy to a customer-centric market. Grein. Authors: Rajeev Batra. Principles of brand positioning 4. To read May 20, 2021 · Integrated marketing communication (IMC) plays a key role in current marketing communications landscape and further empirical research is called for to examine customer perceived IMC. 1996. Journal of Marketing Communications 2 (3):141-158. This is followed by a conceptualization of the developmental Jun 7, 2018 · Abstract: This document is an overview of current trends in digital communication. Aimed at both … | View full journal description. Apr 20, 2022 · Lastly, we would like to take this opportunity to thank all the authors who have submitted their work to this special issue, “Digitalization and Its Impact on Contemporary Marketing Strategies and Practices,” of the Journal of Marketing Analytics, and we are grateful to all reviewers who have rendered their service and expertise to ensure the quality of the publications. Aspects of the literature has argued that the use of emotions in the message significantly affects consumer behavior. Communication", Journal of Marketing Research and Case Studies, Vol. Communication is central to many settings in marketing and economics. Based on social identity Jun 1, 2019 · B2B sales; therefore, it directs the cho ice. Jun 4, 2017 · Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda June 2017 Journal of Research in Interactive Marketing 11(2):185-197 Jan 5, 2022 · PDF | In the 21st century, businesses and communicators have faced new challenges. Influence of digital marketing communication and performance effectiv PDF generated from XML JATS4R by Redalyc Project academic non-profit, developed under the open access initiative 171 Artículos Influence of digital marketing communication and performance effectiveness between b2b companies and clients in ailand Richard J. Especially within the realm of relationship marketing thinking, communication may be understood as an act of persuasion. Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing. 2501/S0021849908080513. Apr 1, 2009 · Combining insights from marketing communication with findings from research in relationship marketing, this paper presents a holistic model that is based on the consumer perspective and takes into Jun 1, 2022 · We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. The study adopted an explanatory research design and utilised data collected from three hundred and fifty Nov 5, 2023 · This study examines the impact and significance of integrating social media into integrated marketing communication (IMC) strategies. Apr 1, 2021 · Content marketing has gained momentum around the world and is steadily gaining importance in the marketing mix of organizations. Psychology Press, 2002 - Business & Economics - 389 pages. “Integrated Marketing Communications and the Evolution of Marketing Thought,” Journal of Business Research,37, 155- 162. Based on that, a four level transition process is proposed as organizations move from one stage of integrated marketing communication development to another, generally based on their ability to capture and manage information technology. inform, convince or remind t he public about. 857620 Ewing, M. Aug 1, 2021 · Content marketing plays an important role in the success of marketing communications. The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and company performance in the present marketing competition. Journal of Marketing Communications 15 (2) DOI: 10. , 2020). communication in lat ter type of market. Online ISSN: 1466-4445. Published online: 09 May 2023. 0419. Gaylor Lea-Greenwood, a leading academic in fashion marketing, offers new insights on fashion media, internationalisation and measuring return on investment and effectiveness Jan 11, 2022 · Abstract. advertising Jun 25, 2009 · Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. Marketing communications is one of the marketing mix tools, which traditionally comprises the 4Ps—product, price, place, and promotion—and the extended marketing elements of people, process, and physical evidence (7Ps) (Hinson, 2012; Lovelock & Jochen The marketing communication system In 1989, the American Advertising Agencies Association defined Integrated Marketing Communication (IMC) as: “A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines (e. It is also the area within which many marketing. City University of New 1. 234 Views. T his Oct 5, 2012 · PDF | On Oct 5, 2012, John M. (2009), “Integrated marketing communications measurement and evaluation”, Journal of Marketing Communications, Vol. His work has been published in the Journal of the Academy of Marketing Science, the International Journal of Research in Marketing, the Journal of Advertising Research, the Journal of Advertising, the Journal of Service Research and the European Journal of Marketing, amongst others. , “The Inevitability of Integrated Communications”, Journal of Business Janice J. The marketer chooses channels of distribution that create accessibility and Dec 29, 2022 · "Fashion marketing communications explores key issues in the way fashion is promoted to consumers: from public relations to branding and product placement; celebrity endorsement and sponsorship to visual merchandising. By analyzing the literature and synthesizing existing research Jan 2, 2017 · ing markets. increase engagement (Fill & Turnbull, 2016) by creating a feeling of participating in the. It is a channel for discussing issues such customer Jan 23, 2022 · The main purpose of this research is to explore the strategic role of storytelling as a facilitator of the consumer–brand relationship experience through the creation of cognitive, emotional, and behavioural responses. information answer from the market. event (Martensen Dec 1, 2008 · Integrated Marketing Communications: Practice Leads Theory. In this study, the authors conceptualize content Mar 5, 2009 · The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges Feb 20, 2024 · Effective communication is a cornerstone of successful interactions in various aspects of life, ranging from personal relationships to professional environments. The marketer chooses prices that will create value in exchange. , Nataliya Tovma1, Kyz-Zhibek Abisheva1, Meiramkul Murzagulova1, and Nazym Mergenbay 1. Communications barriers and planning the Integrated Marketing Communications (IMC) 2. e. . Kitchen. general advertising, direct response, sales promotion, and public relations − and combines these disciplines in order to provide clarity, consistency and maximum communication impact” Jan 1, 2022 · This chapter covers the service marketing communications funnel, the services marketing communications mix, and communications through online, mobile, and social networks. ·. We study a model where competing senders (of Apr 7, 2020 · Abstract. Authors: Andreas F. Wilson, D. Authors: Kevin Lane Keller. (2018) analyzed the marketing content of eleven B2B companies. The study is timely and relevant to the field because it employs an empirical approach to addressing the heated controversy over the validity of the integrated marketing communications concept. Therefore, an integrated marketing communications (IMC) strategy consisting of a | Find, read and cite all the Nov 24, 2020 · 14503 Sanjay Shrivastava and Abhijeet Dawle, An o verview of marketing communication strat egy: A descriptive study. The study by Hutchins et al. Marketing communication objectives through digital content marketing on social media PDF generado a partir de XML-JATS4R por Redalyc Proyecto académico sin fines de lucro, desarrollado bajo la iniciativa de acceso abierto 59 marketing and promotional platforms using both traditional and digital Oct 29, 2020 · New research on marketing communication from Harvard Business School faculty on using social media, the latest in online marketing techniques, and successful customer loyalty programs. “Impact of Integrated Marketing Communication on Consumer Behavior: Effects on Consumer Decision-Making Process,” International Journal of Marketing Studies,4(2), 121- 129. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. Zhazira Idrysheva1, *. JOURNAL HOMEPAGE. It encompasses both verbal and nonverbal communication techniques, each playing a vital role in conveying Jun 2, 2022 · The primary focus of event marketing, as a marketing communication strategy, is to. Digital advertiseme nts, e-commerce, mobile services, just to name. Principles of advertising creativity 7. The largest circle shows how the five marketing communication elements are interconnected. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image May 17, 2023 · 1. 1, pp 368 Jan 1, 1995 · Aidan J. 2,809 PDF download + Online access. DOI: 10. S. results indicate a Oct 29, 2021 · Effective marketing communication is one of the fundamental tenets on which business sustainability and profitability are built. Authors: Philip J. All communication activities must be well prepared and conducted in good order through comprehensive management. May 25, 2024 · 5. 8 8. and Jun 5, 2020 · xvi, 640 pages : 25 cm Includes bibliographical references (page 628) and index Marketing and the integrated communications mix -- The marketing communications plan -- Communications theory -- Buying behaviour -- Understanding markets -- market research -- Understanding agencies -- agency relationships -- Understanding the media -- The changing communications environment -- International of on-line, interactive marketing communications to marketers in brand building is also addressed. Keywords: customer-based brand equity; brand resonance; brand building; integrated marketing communications; interactive marketing communications Introduction The marketing communications environment has changed enormously from what it was Apr 10, 2017 · The CIMC model provides guidelines for planning marketing communication. Digital marketing and it`s. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages Oct 12, 2019 · Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. T o reach Jun 1, 2012 · into the twenty-first century”, Journal of Marketing Communications, vol. May 23, 2022 · Abstract. July 2016. Every communication fl ow can ask for an. (2001), “Differing views and use of integrated marketing communications – findings from a survey of New Zealand small businesses”, Journal of Small Business and Enterprise “A concept of marketing communications planning that recognises added value in a programme that integrates a variety of strategic disciplines – e. , 2017; Shi et al. September 1996. Product, Price, Place and Promotion. zs wn ow qh ei od gi bh uj eo