The most marked example of progress in marketing communications is the emergence of Integrated Marketing Communications (IMC). Many organizations now consider IMC to be a key…
Abstract
The most marked example of progress in marketing communications is the emergence of Integrated Marketing Communications (IMC). Many organizations now consider IMC to be a key competitive advantage of marketing. This paper reviews the developmental progress of IMC. Now, just a few years into the 21st century, IMC is entering a critical period, with many businesses – and the agencies that service their needs – apparently enmeshed in the first stages of IMC development. The early promise that IMC offered seems to be fading, unless organizations start to take it seriously, even when faced by the realities of organizational exigency.
Details
Keywords
Maria Palazzo, Pantea Foroudi and Alfonso Siano
The final chapter of the book titled ‘Beyond multi-channel marketing: Critical Issues in Dual Marketing’ aims at summarising issues related to the concept of dual marketing (DM)…
Abstract
The final chapter of the book titled ‘Beyond multi-channel marketing: Critical Issues in Dual Marketing’ aims at summarising issues related to the concept of dual marketing (DM). Starting from the analysis of a structured literature review on the selected subject, spread across three decades and reflecting on the different contributions of the research showed in the present book, the chapter tries to open the path to giving to the topic a new guise. In order to fulfil this duty, not only works on DM and multichannel marketing were taken into account, but also other research paths that share several features with the main topic were under scrutiny.
Details
Keywords
Concerns questions such as that posed by the title in respect of the development of corporate communications in its triumvirate form of management communication, organizational…
Abstract
Concerns questions such as that posed by the title in respect of the development of corporate communications in its triumvirate form of management communication, organizational communication, and marketing communication as identified by Van Riel (1995). Posits that the major theoretical foundations for corporate communications can be drawn directly from public relations. Terminologies must be firmly anchored in a well understood framework, recognized by both practitioners and academics and based on five crucial research questions.
Details
Keywords
Claudia Elisabeth Henninger, Panayiota J. Alevizou and Caroline J. Oates
This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing…
Abstract
Purpose
This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms.
Design/methodology/approach
Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC.
Findings
The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages.
Research limitations/implications
This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched.
Practical implications
Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice.
Originality/value
This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.
Details
Keywords
Pantea Foroudi, Keith Dinnie, Philip J. Kitchen, T. C. Melewar and Mohammad M. Foroudi
This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically…
Abstract
Purpose
This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences.
Design/methodology/approach
A model of the IMC antecedents and consequences of planned brand identity was tested in a survey conducted among stakeholders in two London-based universities. Structural equation modelling (SEM) was applied to gain insight into the various influences and relationships.
Findings
The study identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand elements, service attributes, public relations and place/country of origin, were found to positively influence the planned brand identity consequences of awareness, image and reputation. However, websites, social media, advertising and direct marketing were not found to have significant influence.
Research limitations/implications
The focus on two UK universities limits the generalisability of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context.
Practical implications
Professionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant digital platforms. Finally, the place/country-of-origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad (Melewar and Akel, 2005). The attraction of the UK as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies.
Originality/value
The study makes two main contributions. First is the theoretical contribution by identifying the core IMC antecedents and consequences of planned brand identity for universities and from this extrapolate key directions for future research. Second it is indicated that a number of managerial implications are designed to assist in the formulation of improved professional practice.
Details
Keywords
J. Graham Spickett‐Jones, Philip J. Kitchen and Jon D. Reast
Providing a framework for integrating aspects of externally directed corporate and marketing communication efforts, this paper makes a case for the communication of positive and…
Abstract
Providing a framework for integrating aspects of externally directed corporate and marketing communication efforts, this paper makes a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive advantage. Using an uncertainty‐reduction model adapted from the diffusion literature, it is suggested that appropriately communicated moral and ethical values can have a role in underpinning an organisation’s reputation and “trusted capacities”, thereby heightening confidence in likely future actions, offering a predictive mechanism for lowering uncertainty in market transactions, and facilitating a potential to trade by offering a rationale for an organisation’s secure market position. Underpinned by ethical principles, the paper proposes implications for the role of “reputation for trustworthiness” and its symbolic evocation. It is argued that a reputation can become accepted as a social “fact”, able to endure critical interrogation in its social environment.
Details
Keywords
T.C. Melewar, Pantea Foroudi, Suraksha Gupta, Philip J. Kitchen and Mohammad M. Foroudi
This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational…
Abstract
Purpose
This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory.
Design/methodology/approach
This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships.
Findings
The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment.
Originality/value
The paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.
Details
Keywords
Alireza Nankali, Maria Palazzo, Mohammad Jalali, Pantea Foroudi, Nader Seyyed Amiri and Gholam Heydar Salami
This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses…
Abstract
This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.