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Article
Publication date: 10 April 2017

Mart Ots and Gergely Nyilasy

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…

13914

Abstract

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.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 20 September 2013

Gergely Nyilasy, Robin Canniford and Peggy J. Kreshel

– The purpose of this paper is to map advertising agency practitioners' mental models of creativity.

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Abstract

Purpose

The purpose of this paper is to map advertising agency practitioners' mental models of creativity.

Design/methodology/approach

A total of 30 in-depth interviews among top-level advertising agency executives (creative, account and planning directors) were conducted. Design and data analysis followed the grounded theory paradigm of qualitative research.

Findings

Complementing earlier studies in advertising creativity, a multi-dimensional system of practitioner mental models was discovered. Substantive models depict agency professionals' core understanding of advertising creativity and its dialectical structure. Developmental models conceptualise the intrapersonal acquisition of creative skill as well as the social context in which advertising creativity is generated. Effectiveness models introduce native explanations for the market effectiveness of creativity. Interrelationships between the identified models are presented in detail.

Research limitations/implications

Understanding the mental models of advertising executives enriches the literature on the production side of marketing culture.

Practical implications

Shared understandings of mental models between advertising agencies and client brand management teams have the promise of reducing agency-client conflict.

Originality/value

The study's contribution is threefold: it provides an integrated view on advertising practitioners' multifaceted mental models about creativity (an area that has received little prior research attention); it models these mental models in their dynamic interaction, going beyond previous accounts that looked at topical areas in creativity in relative isolation; it redresses an imbalance in marketing theory between the production and consumption contexts of marketplace culture formation.

Details

European Journal of Marketing, vol. 47 no. 10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 16 December 2020

Neha Dhruv Agarwal and V.V. Ravi Kumar

The purpose of this paper is to present an overview of the research which has been done during the past three decades on the topic of green advertising and identify gaps for…

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Abstract

Purpose

The purpose of this paper is to present an overview of the research which has been done during the past three decades on the topic of green advertising and identify gaps for future research.

Design/methodology/approach

The methodology that has been adopted for analysis is two-pronged – the first being a literature review with tabulation of data using excel sheets and bar graphs and the second being a bibliometric review using the software VOSviewer. Both approaches analyze the number of citations, keywords, authors, journals and countries. A database of 113 articles from 1990 to 2020 is generated from Web of Science.

Findings

Major contributors to the topic of green advertising research have been identified. Thematic classification is created to understand the subtopics of green advertising. Under this classification, nine subtopics have been identified. Six core research gaps have been identified for future research in the area of green advertising.

Practical implications

The study helps identify where green advertising research is being conducted, its growth potential and future prospects. This research work will enable the industry to gain new insights into this emerging field of green advertising for incorporating the same in their advertising campaigns in view of growing consumer concerns on environment.

Originality/value

The paper provides a comprehensive overview of the current status of research in green advertising. The paper is unique as it is the only review on the topic of green advertising. Given the increasing trend of going green among consumers, the paper adds tremendous value to the field of green advertising.

Details

Benchmarking: An International Journal, vol. 28 no. 6
Type: Research Article
ISSN: 1463-5771

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