‘IMC is dead. Long live IMC’: Academics' versus practitioners' views

Laurie, Sally; Mortimer, Kathleen

doi:10.1080/0267257x.2011.627367

Cited by 34 publications

(36 citation statements)

References 15 publications

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“…Issues related to multiple media use are pertinent to the concept of Integrated Marketing Communications (IMC), which continues to be the subject of considerable interest among academics (for example; Kitchen & Schultz, 1998;Kliatchko, 2008;Laurie & Mortimer, 2011) and practitioners.…”

Section: Introductionmentioning

confidence: 99%

“…An ongoing ambition for marketing communications practitioners is to remain in touch with the disparate and dynamic range of media channels available to their clients; since within the broader context of IMC, media advertising remains an important communication option (Keller, 2001) in which effective media synergy is considered an essential element for IMC campaign success (Laurie and Mortimer, 2011). The focus of this study is the phenomenon of multiple media use, which merits attention from a theoretical perspective and for marketing communications practitioners endeavouring to plan effective IMC campaigns.…”

Section: Introductionmentioning

confidence: 99%

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The ‘Polychronicity - Multiple Media Use’ (P-MMU) scale: a multi-dimensional scale to measure polychronicity in the context of multiple media use

Robinson

Kalafatis

2017

Journal of Marketing Management

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Our paper details the development of a new multi-dimensional scale to measure polychronicity, 'the preference for multiple media use' (the P-MMU). Previous measures of polychronicity are predominantly developed for an organisational context, or do not reflect the complexity required for the measurement of the behavioural phenomenon of multiple media use, within the context of Integrated Marketing Communications (IMC). Scale development procedures follow a review of literature and prior qualitative study, uncovering motives for individuals' preference for multiple media use. The nine dimensional P-MMU scale demonstrates stability across two datasets, using a total sample of 317 Digital Natives. In the evolving research area of multiple media use, the P-MMU scale provides an appropriate measure for the study of this phenomenon. Contribution:The P-MMU scale is intended for use among academics; researching in the specific areas of marketing communications, advertising and multiple media use and also practitioners; attempting to improve the efficacy of communication campaigns on behalf of their clients. Our analysis provides evidence to demonstrate that this multi-dimensional measure of polychronicity is reliable and valid.Consistently, the paper contributes the new P-MMU scale and a notable contribution towards an increased understanding of polychronicity, the 'preference for multiple media use'.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The ‘Polychronicity - Multiple Media Use’ (P-MMU) scale: a multi-dimensional scale to measure polychronicity in the context of multiple media use

Robinson

Kalafatis

2017

Journal of Marketing Management

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“…Finally, the outside-in approach flows through the IMC literature as a common topic (Laurie & Mortimer, 2011). For example, Kitchen, Kim, and Schultz (2008) suggest that planning starts with receivers, not senders.…”

Section: Communication Consistency As a Basic Principle Of Marketing mentioning

confidence: 99%

Latest technology and communication consistency in hospitality: a comparison between two Mediterranean countries

Šerić

Saura

Praničević

2016

Economic Research-Ekonomska Istraživanja

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The goal of this research is to examine customers′ perceptions of the latest technology solutions and marketing communications within the hotel context in two Mediterranean countries -Croatia and Italy. In particular, hotel guests of four-and five-star hotels located in these countries participated in the research. Firstly, guest perceptions of advanced Information and Communication Technology (ICT) and communication consistency are analysed and compared in Croatian and Italian hotels. Secondly, the impact of ICT on communication consistency is tested in both studies. The findings show that the level of customer perceptions of communication consistency is relatively high in both countries, while the perception of technology is moderate. The influence of ICT on communication consistency is also corroborated. The findings of this study have important implications for marketing managers who deal with increasingly demanding consumers in the current digital environment.

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“…Marketing communications support sales of products, services, and brands (van Riel & Fombrun, 2007). Laurie and Mortimer (2011) perceive IMC as a marketing or marketing communications function rather than a corporate function and do not acknowledge the customer-centric approach.…”

Section: Integrated Marketing Communicationsmentioning

confidence: 99%