...htm Integrated online marketing communication: implementation and management ˘ ˘ Calin Gurau GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes...
Words: 7145 - Pages: 29
...investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and targeted audience/communication channels. Article Type: ...
Words: 7038 - Pages: 29
...integrated marketing communication Philip J. Kitchen and Inga Burgmann INTRODUCTION Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson, 1996; Duncan and Everett, 1993). The multiplication of media, demassification of consumer markets, and the value of the Internet in today’s society are just three of the areas in which technological innovation has impacted (Pilotta et al., 2004; Peltier, Schibrowsky, and Schultz, 2003; Reid, 2003; Lawrence, Garber, and Dotson, 2002; Fill, 2001; Low, 2000; Hutton, 1996). This in turn left marketers in a challenging and competitive environment, trying to fulfil customers wants and needs while also developing long-term relationships with them. IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created through strategic relationship building (Jin, 2003/2004; Cornelissen, 2000; Eagle and Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994). To date...
Words: 14415 - Pages: 58
...AN EVALUATION OF COMMUNICATION INTEGRATION WITHIN A STATE-OWNED ORGANISATION by MOALUSI JONAS MAENETJA Submitted in partial fulfilment of the requirements for the degree of MASTER OF ARTS WITH SPECIALISATION IN ORGANISATIONAL COMMUNICATION RESEARCH AND PRACTICE at the UNIVERSITY OF SOUTH AFRICA SUPERVISOR: PROF TC DU PLESSIS JOINT SUPERVISOR: PROF DF DU PLESSIS APRIL 2009 Student number: 697-616-6 DECLARATION I declare that THE EVALUATION OF THE CURRENT POSITION OF COMMUNICATION INTEGRATION WITHIN A STATE - OWNED ORGANISATION is my own work and that all the sources I have used or quoted have been indicated and acknowledged by means of complete references. …………………………………….. SIGNATURE (MR MJ MAENETJA) ………………… DATE 2 ACKNOWLEDGEMENTS Throughout the composition of this Masters Dissertation I was blessed to have the support and encouragement of some very special people. I hereby wish to acknowledge the contribution of the following persons: • To my family, friends and Eskom colleagues for supporting me through all my years of study. Thank you for believing in me, even when I did not believe in myself. Thank you for all of the unconditional love and support you gave me. What I have done, I have done to make you proud. • Large amounts of gratitude to professor TC Du Plessis and professor DF Du Plessis from the Department of Communication at the University of South Africa for...
Words: 53763 - Pages: 216
...High Benefits Internet Marketing Framework through Customer Experienc Nai-Wen Kuo1 1 An-Yi Liu1 Graduate Institute of Information Management, Chinese Culture University (Eric and Ferry,2001 Riyad and Myfanwy, 2002 Roger, James and Ghada,2003 Kuo and Liu,2005 ) 1 Global reach The Internet helps business reach the whole world. 2 Real-time access The Web makes it possible for customers to interact immediately. 3 Information density The technology reduces information costs and raises quality. 4 Richness Multimedia and information can become vivid. Abstract This paper is intended to integrate Internet Marketing, Customer Experience, E-brand and Integrated Marketing Communications to develop a high benefits Internet Marketing Framework. This framework not only can combine marketing resources effectively, let enterprises obtain the greatest benefits; it also provides total consumer experience and increase customer satisfaction. On the other hand, this making a more successful customer relationship management and customer experience on internet marketing can be achieved. Furthermore, we make the application of internet marketing will be more extensive and convenient. Keywords: Internet Marketing, Customer Experience, E-brand, Integrated Marketing Communications. 3. Integrated Marketing Communications ntegrated Marketing Communications (IMC) is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer’s...
Words: 1592 - Pages: 7
...Project Control Management Assignment Abstract Introduction Section 1: The Trophy Project: Project Controls 1.1 Project Planning and Estimating 1.2 Requirements Definition 1.3 Risk & Issue Management 1.4 Reporting (Cost & Status) 1.5 Integrated Planning Section 2: The Importance of Integrated Planning as a Project Control 2.1 Integrated Planning 2.2 Integrated Planning in BAE Systems Section 3: The Consideration of Human Factors at WCE 3.1 The WCE Strategic Change Programme 3.2 Why Change Programmes Fail Conclusion Abstract Wynn Computer Equipment – a reasonably successful and good business to work for (benefits & salary wise), had been suffering with issues in productivity. These issues were mainly derived from a combination of poor communication, bad planning, a confusing organisation structure and a lack of direction & team morale/ teamwork. The company received a contract for the ‘Trophy Project’ – which was project managed by a previously junior member of staff – Reichart. The project was extremely problematic and was delivered very late and at great cost, mostly due to the poorly executed project control mechanisms within the business (during planning and project implementation). The business could have greatly benefitted from using a more integrated approach to project planning and control- something which BAE Systems finds of great importance to their project management activities. Introduction...
Words: 4881 - Pages: 20
...Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. (Clow, Kenneth E.; Baack, Donald,2007) The components of Integrated Marketing Communications The components of Integrated Marketing Communications including the foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program. All of these communications tools work better if they work together...
Words: 560 - Pages: 3
...“Integrated marketing: advertising and politics” Massey University Masters of Business Administration Marketing Unit Presented July 2013 Mike Richards Student ID 13154066 CONTENTS CONTENTS ................................................................................................................................ 2 1. OVERVIEW ........................................................................................................................ 3 2. SUMMARY OF RESEARCH FINDINGS AND THE APPLICATION OF ADVERTISING THEORY TO POLITICS .............................................................................................................................. 5 A. B. C. D. E. 3. 4. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (Shrimp & Andrews) 2013 .............................................................. 5 Advertising Theory (edited by Shelly Rodgers & Esther Thorson) 2012 .................. 6 Advertising and Society – Controversies and Consequences (edited by Carol J. Pardun) 2009............................................................................................................... 7 Advertising and the Market Orientation of Political Parties Contesting the 1999 and 2002 New Zealand Election Campaigns. ..................................................................... 7 Political Campaign Communication Principles & Practises (Trent and Friedenberg 2008) ..................................................................
Words: 3318 - Pages: 14
...A Communication Audit August 15, 2012 A Communication Audit Organizational communication as an academic discipline embraces the study of symbols, messages, media, interactions, relationships, networks, persuasive campaigns, and broader discourses within an organization (Cheney 2004). However, organizational communication could also be used as a general term to cover public relations, public affairs, investor relations, labor market communication, corporate advertising, environmental communication and internal communication (Van Riel 1995).The issue of communication and its integration in all aspects of the organization, as well as its contribution to the achievement of organizational strategy, has become a major focus point in many discussions as indicated by some examples of the proponents of integrated communication such as Gayeski and Woodward (1996), Jones (1999), Wightman (1999), Duncan and Moriarty’s (1998), Reukert and Walker (1987), Moenaert, Souder, DeMeyer and Deschoolmeester (1994), Clark and Fujimoto (1991) and Sriram, Krapfel and Spekman (1992). According to Leahy (2003a:3) management expects to measure effects which simply means that management expects result in all aspects of the organization including communication. However the issue of contribution and more specifically the precise value of what communication contributes, or the impact it has on the success of an organization, are seldom clear and the effect of communication is often times not tangible...
Words: 4985 - Pages: 20
...Integrated project based information systems provide good quality information but are not commonly adopted in the property and construction industries. The modern world is shaped by technology as it is the means through which various economic sectors engage in while executing their duties. With advancement in technology, various changes have been adopted regarding the manner in which businesses carry on with their operations. A major attributable factor to this end is the aspect of globalisation whereby technology has played a very important role. In this respect, information systems are key players in meeting of organisations goals. According to Moursund (2003), information system refers to a wider system of activities, people and data that helps an entity to gather, process, store, and disseminate information through computerised or manual ways (p.11). As a major discipline in relation to promotion of organisation’s information needs, information systems focus to explore an interface between management, computer science and information science. Computer science a major attribute of information systems basically focuses on information technology. Two common opposing worlds such as human activity and information technology are brought together through the application of information systems. As per Devaux (1999), business businesses in the modern world have become more and more dependent on information systems as a measure of dealing with complex markets in which they...
Words: 2343 - Pages: 10
...2))) core competences الاختصاصات الأساسية The idea of "core competences" is one of the most important business ideas currently shaping our world. This is one of the key ideas that lies behind the current wave of outsourcing, as businesses concentrate their efforts on things they do well and outsource as much as they can of everything else. In this article we explain the idea and help you use it, on both corporate and personal levels. And by doing so, we show you how you can get ahead of your competition – and stay ahead. By using the idea, you'll make the very most of the opportunities open to you: • You'll focus your efforts so that you develop a unique level of expertise in areas that really matter to your customers. Because of this, you'll command the rewards that come with this expertise. • You'll learn to develop your own skills in a way that complements your company's core competences. By building the skills and abilities that your company most values, you'll win respect and get the career advancement that you want. Explaining Core Competences: The Value of Uniqueness The starting point for understanding core competences is understanding that businesses need to have something that customers uniquely value if they're to make good profits. "Me too" businesses (with nothing unique to distinguish them from their competition) are doomed to compete on price: The only thing they can do to make themselves the customer's top choice is drop price. And as other "me too"...
Words: 12044 - Pages: 49
...Intercontinental Hotel Group - Integrated Marketing Communications Individual Assignment no. 2 Syesha Kapoor LRB305188 Strategic Brand Management 2013-MBA II 2 Statement of authorship I certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed: ___________________________ Date: _________________________ 3 TABLE OF CONTENTS 1. Research Background Company’s profile ………………………………………………………………………... 4 2. Integrated Marketing Communications Meaning, purpose of IMC………………………………………………………………… 4 IHG’s IMC…………………………………………………………………….…………… 5 Effect of IMC on Brand awareness and Brand Equity …………………………………... 5 3. Critical analysis of IMC used by the brand …………………………………………. 7 4. Bibliography ………………………………………………………………………….. 8 4 IGH COMPANY PROFILE Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics show...
Words: 3575 - Pages: 15
...The PMA/Northwestern University ROI of Integrated Marketing Research Project Research Results Developed by The PMA Educational Foundation, Inc. Northwestern University and The Dudley Group, Inc. in association with the Forum for People Performance Management and Measurement © Copyright 2005 by the PMA Educational Foundation, Inc. All rights reserved Copyright © 2005 The PMA Educational Foundation, Inc. All rights reserved. Published by The PMA Educational Foundation, Inc. 257 Park Avenue South New York, NY 10010 As the educational arm of the Promotion Marketing Association, Inc. (“PMA”), the PMA Educational Foundation, Inc. is dedicated to serving the public as its primary source of education, research and information on promotion and integrated marketing. The Promotion Marketing Association, Inc. is the premier trade association representing the $300 billion promotion marketing industry. Its members include many Fortune 500 corporations, top promotions agencies, suppliers of important promotional products and services, law firms and academics. The PMA is the voice of the promotion industry recognized and relied upon as the primary resource of promotion education, information and interaction for marketers. The PMA Educational Foundation acknowledges and thanks everyone who contributed to this project. Copyright © 2005 by the PMA Educational Foundation, Inc. All rights reserved. No portion of this work may be reproduced, transmitted or disseminated in any form...
Words: 19679 - Pages: 79
...Running head: DEFINING A COMMUNICATION PLAN Defining a Communication Plan Keller Graduate School of Management Integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. In a conversation with my colleagues, I learned when our companies create IMC's they sometimes forget about how important communication is when it comes to bringing in different companies. Graves Enterprise has to keep in mind that it is eight steps to involve developing effective communications. We must first identify our audience. We must know what audience we want to target. Then determine the communications objective, design the communications, select the communications channels, establish the total communications budget, decide on the communications mix, measure the communications results, and manage the integrated marketing communications process. When creating an IMC the major goal should be to create effective and efficient communication programs so that communications are truly integrated. Philip Kolter lists six factors to determine whether communication is being integrated properly. The six factors are coverage, contribution, commonality, complementarily, versatility, and cost. All these factors are important to make sure Graves Enterprise reaches their goal of success. We have to provide a lot of benefits as well as efforts. Creating a good IMC opens doors for competitive advantage, boost...
Words: 435 - Pages: 2
...|MKTG 3596 - Integrated Marketing Communications |Instructor: Charles F. Byers | |Lec. #94665 |Office: Lucas Hall 216W | |Santa Clara University |Phone: 408-310-9244 | |MBA Winter 2014 |E-mail: cbyers@scu.edu & byers.charles@ yahoo.com | |Meeting Times: Sat. – 8:30 – 11:15 p.m. |Office Hours: Sat. 11:15 a.m. – 12:15 p.m. or by appointment | |Meeting Place: Lucas Hall 307 | | Integrated Marketing Communications Textbooks & Materials Byers & Barr, “Integrated Marketing Communications Custom Edition for Santa Clara University 3E”: Pearson Learning Solutions, 2014. CoursePack Reader – “Marketing 596 – Winter 2014” Course Description This course is designed as an introduction to the concept and practice of integrated marketing communications (IMC). It takes the participant through communication, marketing, branding, and integrated marketing theory, planning and IMC program coordination. The course also addresses the marketing communications tactics of advertising, public relations, direct...
Words: 1067 - Pages: 5
