INTEGRATED MARKETING COMMUNICATION - THE NEW GENERATION APPROACH. Dr V V Padmaja Veturi. SRM University, Chennai, India (original) (raw)
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integrated marketing communication
IMC is 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 disciplinesgeneral advertising, direct response, sales promotion, and public relationsand combines these disciplines to provide clarity, consistency, and maximum communication impact (Caywood, Schultz, and Wang, 1991b: 2-3). integrated marketing communication 3 Table 1 IMC definitions. Integrierte kommunikationsarbeit in deutschen unternehmen -ergebnisse einer unternehmensbefragung, in Effizientes Kommunikationsmanagment: Konzepte, Beispiele und Erfahrungen aus der integrierten Unternehmenskommunikation, (eds M. Bruhn and D.H. Dahldoff), Schäffer-Poeschel, Stuttgart. Calder, B.J. and Malthouse, E.C. (2005) Managing media and advertising change with integrated marketing.
Integrated Marketing Communications (IMC): Extended Version or New Idea?
Journal of Global Academic Institute Education & Social Sciences (JGAIESS), 2015
Development of IMC conceptualization in the academic domain has reaped many pros and cons since its inception in the early 1980s. Although the meaning of IMC has become similar among its main thinkers, it is still identified academics who consider IMC as an extended version of advertising and marketing communications disciplines. Responding to these meaning differences on IMC there is a third party which is important to be heard, IMC educators. Given that educators are one of the stakeholders who are not only responsible for education of the next generation of practitioners and academics, but also define the IMC in classroom, the educator is thus at the vanguard of the deployment of IMC disciplines to the next generation. What is taught in the classroom is reflected in the syllabus made. The syllabus itself is a manifestation of teaching and the main guideline in the teaching-learning process. Based on that idea, the syllabi review includesa written record of how lecturers accept, adopt and implement IMC which is an important method of documenting the development of IMC teaching. This study was conductedfirstly, to explain the meaning of IMC that is taught in Magister program in Indonesia which is traced from the syllabus as a lecture material; and secondly, to explore the gap between state of the art of IMC conceptualization and the understanding of IMC subjects taught in mastersprograms in Indonesia. A qualitative approach is used in this study and five syllabuses of mastersprograms in major universities in Jakarta used as a sample in which it is assumed that the universities and its educators in Jakarta, both public and private, are the trend setters of educational models in Indonesia.
IN SEARCH OF A THEORY OF INTEGRATED MARKETING COMMUNICATION
For the most part, the literature base for Integrated Marketing Communication (IMC) has developed from an applied or tactical level rather than from an intellectual or theoretical one. Since industry, practitioner and even academic studies have provided little insight into what IMC is and how it operates, our approach has been to investigate that other IMC community, that is, the academic or instructional group responsible for disseminating IMC knowledge. We proposed that the people providing course instruction and directing research activities have some basis for how they organize, consider and therefore instruct in the area of IMC.
Marketing Paradigm: Transition from MC to Imc
ECONOMICS AND MANAGEMENT, 2012
A major change is occurring in marketing in general and also marketing communication (MC) due to the digital revolution and increased sophistication of consumers. In the paper the authors state that because of the prevalence of this marketing trend the systematization aspects of marketing communication integration and new marketing communication methods/approaches in the theoretical level declare about their urgency for better interpretation of marketing communication structure in marketing practice. In the authors' opinion it is important to respond to this paradigm shift with enhanced integration and correct use of MC in order to maximize marketing efficiency. Integrated marketing communications (IMC) are capable of solving a wide range of problems in urgent marketplace. That is why the new marketing paradigm approach and analysis underline the importance of IMC development and implementation in companies. The aim of the paper is to reveal the importance and exigency of a new point of view on MC in general and its use in modern marketthe integrated approach. Following the accomplished survey, the authors propose to establish an innovative point of view for defining and achieving companies' aims according to the changes dictated by marketing paradigm.
Integrated Marketing Communication: A Literature Review
Marketing is an integral part of every organization and the term marketing communications was initially seen to be a managerial task. Most marketing communication methodologies are focused on advertising, sales promotion, direct marketing and public relations. The new technological innovations provide an opportunity to enhance the visibility products and promotions. Further, they actively engage consumers through various media. Due to the continuous development and innovations in the digital media the original proposal of IMC framework has become partially or fully obsolete. The main objective of this paper is to evaluate the theoretical review of IMC during the last decade.
Imc as a Strong Marketing Tool for Telecom Companies
2018
This study emphasizes on the customer perception for the integrated marketing communication practices by telecom companies, services which they are using for themselves for their own benefits and requirement. The purposes of integrated marketing communication should be to maximize customer delivered value and it should be in such a way that it completes or fulfill every individual in one or the other way. Integrated marketing communication plays a very important role to develop the ability and capacity of firm to innovate and in successfully delivering competitive response through value added offering to their customers so that they are attracted more in numbers. For the present study both exploratory and conclusive research methods were used so to get the perfect result to be come out from this research. The conclusive research method here is descriptive in nature which clearly describes the individual customer requirement and how to satisfy their need of the time and the research ...
1. What is meant by an Integrated Marketing Communications Strategy? Provide a minimum of 1 company example.
Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program
The future of advertising and marketing communications will be marked by an increasingly diverse collection of new digital options added to the traditional media and communication options already available to marketers. By taking advantage of the unique strengths of different communication options, and combining them and sequencing them strategically, marketers have the opportunity to drive sales and build brands in ways never before possible. Doing so, however, will require new concepts, new tools, and new thinking. Toward that goal, this article describes seven integrated marketing communications (IMC) choice criteria that marketers can use to judge how effectively and efficiently they have assembled their IMC programs. The article also outlines five priority areas for future research to help further guide the successful design and implementation of IMC programs.