...0091-3367 print / 1557-7805 online DOI: 10.1080/00913367.2014.934938 Integrated Marketing Communication Capability and Brand Performance Sandra Luxton Swinburne University of Technology, Hawthorn, Australia Mike Reid RMIT University, Melbourne, Australia Felix Mavondo Monash University, Clayton, Australia Barney 2003; Wu 2010). Previous studies describe the IMC process as a marketing capability because it combines and converts tangible and intangible inputs into outputs (Ratnatunga and Ewing 2005; O’Cass and Weerawardena 2010). In this sense, IMC is a market-relating deployment mechanism that enables the optimization of communication approaches to achieve superior communication effectiveness, which has other downstream benefits (e.g., brand and financial performance). The development of an IMC capability is likely to be felt through better performing campaigns, which in turn result in improved brand outcomes such as market position and financial performance (Duncan and Mulhern 2004; Reid 2005). Given the competitive challenges facing most firms, it is vital that brand managers and their agencies identify and react to competition and growth opportunities rapidly by building and sustaining marketing capabilities strategically and linking these directly to organizational objectives (O’Cass and Weerawardena 2009). Despite much conceptual work around defining IMC and theoretical posturing about the value of IMC for brands, little research has been undertaken to illustrate its value as a...
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...searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments...
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...of Submission: 2nd July 2011 LETTER OF TRANSMITTAL From S G Shrinivas, Student, WIMWI To Dr. Narendran Director, Indian Medicine (Siddha) College Chennai Respected Sir, Subject: Dr. Ramkumar’s request to IMC to apply for a patent This is with reference to the earlier interactions between us regarding Dr. Ramkumar’s research. Please find along with my report on the same, consisting of an analysis of the situation, the various options available to you and my evaluation of the options. My recommendation would be to go ahead with the patent, by selling it to a third party for a one-time licensing fee. Regards S G Shrinivas EXECUTIVE SUMMARY Dr. Ramkumar wants to apply for a patent for his research on a cost-effective Siddha product for coronary atherosclerosis. A decision, whether to go ahead with the request, will have to be made, as this could have long standing implications for both Siddha and the institute. Among the options available for patenting the product - One-time licensing fee or leaving the manufacturing to a pharmaceutical unit or selling it on a royalty basis - the first option seems to be the most beneficial, on the basis of evaluation on the IMC Mandate, revenues and the future role to be played by IMC. Word Count: 102 words CONTENTS S.No. Topic Page No. 1. Situation Analysis 5 2. Problem Statement 6 3. Options 6 4. Criteria For Evaluation 6 5. Evaluation Of Options 7 ...
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...How does Marketing Communication build and maintain strong Brands? Report by Stefano Onofri S00603638 Word Count: 2289 Supervisor Prof. Gordon Bowen Integrated Marketing Communication (MKT5A5) EUROPEAN BUSINESS SCHOOL LONDON REGENT’S COLLEGE FALL TERM 2012 1 Summary Abstract ……………………………………………………………………......... Introduction ……………………………………………………………………… IMC: Concepts and Tools ……………………………………………………. The Role of communication in Brand Strategy ………………….. Models supporting MC ………………………………………………….. 3 4 4 6 10 ELM …………………………………………………………………………… 10 FCB Matrix …………………………………………………………………. 11 RECOMMENDATIONS ………………………………………………….. 12 CONCLUSIONS …………………………………………………………………… 13 Appendices …………………………………………………………………… 13 …………………………………………………………… 14 List of References 2 ABSTRACT This report investigates the role of Marketing Communication (MC) in building and maintaining brands. The concepts and the tools of Integrated Marketing Communications are analysed first, then the focus passes onto the brand building process, where the key role of MC is underlined. Two theoretical models supporting the work of marketers are examined: the Elaboration Likelihood Model (ELM) and the FCB matrix. Three main recommendations have been proposed. An integrated and synergetic use of all the MC tools can make the company more effective on the market by minimizing the inconstancies between the identity the company aims to give to the brand and the image that consumers independently...
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...The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels. The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. "[2] IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.[3] From the Perley Isaac Reed School of Journalism at West Virginia University The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service...
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...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...
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...debabrata banerjeee.................. The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels. The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. "[2] IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.[3] From the Perley Isaac Reed School of Journalism at West Virginia University The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or...
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...Running Head: IMC PLAN IMC Plan The Message Strategy Message strategy is a process of determining persuasive appeal that is most appropriate with the target audience. Key points those should be covered in the message strategy are as follow: Execution of IMC message: To execute the message, the message strategy plays an important role. Message should have unique promises to attract the prospect target audience (Anderson & Vincze, 2006). For an effective message execution, most appropriate media like online, broadcast and print media will be selected that will cover the target audience. These media channels have different tools like TV, radio, newspaper, internet etc. All these tools will be used in a critical manner to ensure the execution of right message at right time to right people in right manner. Purpose of IMC Message: The purpose of the message is to achieve IMC objectives. IMC message will be focused to increase customer base. It will persuade the target audience to purchase the products and services (Anderson & Vincze, 2006). Rationale appeal will be used to attain the objective of this message. This message will target the buying needs of the target audiences. Description of Target Audience: Effectiveness of IMC program is based on the target audience to whom message will be transmitted. IMC message will be focused on specific target customers like younger and children group (Anderson & Vincze, 2006). The message...
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...searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments that have led to the rapid...
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...NBS-MC36 – Integrated Marketing Communications BY STUDENT NUMBER: 100101300 WORD COUNT: 2193 WORDS 1 Introduction Marketing communication represents the methods of communication used to announce target customers and stakeholders and persuade the potential market, to choose the company and its products (TĂLPĂU, 2014). Marketing communication has a variety of means of communication, which includes advertising, sales promotion, personal selling, direct marketing, and public relations. Customers receive diverse messages about the company and its products from different communication methods and thus, are unable to judge the accuracy of messages (Pickton and Broderick, 2005). It is a vital obstacle that customers have no accurate and impressed cognition for the company and its products. Based on the shortcoming of traditional marketing communication, the concept of integrated marketing communication (IMC) has become a popular idea in the field of marketing since 1990s (Kitchen and Schultz, 1998). The primary goal of marketing communication is to influence the customer‟s concept of value for the company and/or its products. Compared with traditional marketing communication which is a part of 4ps, IMC pay attention to the 4cs which is customer, cost, convenience and communication. Duncan (2002, p.8) defines IMC as „a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically...
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...and brands | * Can reach large audiences | | * Importance of Advertising: * Assist in communication, persuasion and interaction. * Helps to establish brand equity. * Used to build brand image/identity. Consumer Push and Pull Marketplace * Advertising has changed due to shifting media preferences & expenditure and the changing advertising agency structure. It has turned from a linear marketer controlled process into an interaction. * Strategies for consumer power online: * Control over relationship * Information as power * Aggregation * Participation * Push and Pull Model: * Push – “Taking the product to the consumer” * Pull – “Getting the consumer to come to you” New Rules of Engagement with Consumers New Rules of Engagement with Consumers Integrated Marketing Communication * Old Definition: A concept of marketing communications planning, that recognises the added value of a comprehensive plan, that evaluates the strategic roles of a variety of communication. * New Definition: Develop, execute and evaluate coordinated, measureable, persuasive brand communication programs overtime with consumers, customers, prospects, employees, associates and other relevant external and internal audiences. *...
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...An empirical test of brand extension on IMC effectiveness Natalia Alexander MKT/544 March 25, 2012 Jon Zimmerman An empirical test of brand extension on IMC effectiveness This article begins with a discussion of the airline industry in the last decade, and the failure of a number of airlines. Southwest Airline, the only U.S. airline to remain profitable in the last 15 years, has been the model that other airlines have tried to emulate. This includes startups. Established airlines such as United’s, Ted spinoff have tried to establish short-haul, point-to-point travel at an economical cost while maintaining ties to original brand. Ted (whose name is derived from the last three letters of United) made a valiant effort to distinguish its flying experience from the other budget airlines. Image was of vital importance to Ted, and the company tried to create an image of Ted being fun and relaxed. Ted had a brief life from 2004-2009 when it ceased operations. This article explores the desired image for the Ted spinoff, how the image was developed, and whether or not it was successful. Furthermore, Massey explores the effects of Ted’s IMC campaign. It also explores the claims made by IMC theorists as to the effectiveness of IMC and illustrates the role IMC plays in organizational image management. Organizational Image Management Organizational image management draws on sociology, communications and business to develop its perspectives on an organization. A business must develop...
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...Ethical Challenges in Marketing Communication Ethics play an integral role in the development and sustenance of any personal or business relationship. Ethics determine the acceptable behaviors within a society and the overall behaviors of a business. Marketers must understand the impact ethics have on marketing communications and develop Integrated Marketing Communication (IMC) strategies accordingly. This paper will discuss various ethical challenges facing marketers today, identify internal and external factors on IMC, and formulate two ethical questions based upon the analysis. Ethics in Marketing The practice of ethics within an organization is an important but difficult concept to understand and practice. The reason ethics are difficult to manage is that the concept is so subjective (Duncan 2002, pp. 671). Ethical values differ between societies and individual relationships, therefore a company must decide on an ethical communication strategy and portray it as consistently as possible. Duncan (2002) describes three ethical considerations companies must understand when developing marketing communications and relationships with customers. Stereotyping Stereotyping plays a significant role in developing marketing strategies that are both effective and ethical. "The challenge for brands is to develop messages that strike a chord with targeted audiences without reinforcing negative stereotypes" (pp. 672). Companies must ensure that their marketing tactics are not...
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...1.1 Definition of IMC Schultz (1993) defined IMC as concept of marketing communication planning that combine and evaluate strategic role of different communication discipline to get the clarity, consistency and greater impact (Saeed, 2013). The American Marketing Association also defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” And Raman and Naik (2005) defined the IMC in following words, ―an IMC program plans and executes various marketing activities with consistency so that its total impact exceeds the sum of each activity (Saeed, 2013). From all definition above we can know that the based concept of IMC is communication. With the communication, IMC try to maximize positive message and minimize negative massage from the brand. In another word we can said that IMC is like a tool or method that use for build a brand and make a brand more stronger. In IMC we can combine the function from the marketing such as advertising, personal selling, sales promotion, public relationship, and etc. Therefore a brand relationship will be created and maintained, and after that if the brand relationship is good, the customer will choose our , and we can get a lot of profit. 1.2 History of IMC The term of Integrated Marketing Communication first time appear in 1989. Since that time, business activities...
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...|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...
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