Abstract:European Journal of Marketing1 Abstract Purpose While Integrated Marketing Communication (IMC) is a well-known concept in academia, there is insufficient theorisation on what it means 'to do' IMC in practice. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Drawing from the 'Practice Turn' in management studies, this paper elaborates on the concept of 'IMC practice' and provides an empirical… Show more
“…Also, the results of the study rhymed within the results of Ots & Nyilasy (2017) who argued that IMC can be activated mostly through the communication medium of the social media in which the organization can have a direct communication line with the customers in order to guarantee the retention of the current customers and the attracting of the potential customers.…”
Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based marketing from the perspective of Jordanian customers. The variables which are employed in the current study are (communicational messaging, direct marketing, online marketing, promotion, mass media marketing and public relations). The sample of the study consisted of (349) customer from malls, commercial complexes and trading center. Through the quantitative approach and utilizing the questionnaire; the results of the study indicated there is a positive influence of IMC on the internet-based marketing within the variables of (communicational messaging, direct marketing, public relations, and mass media marketing) while (promotions and online marketing) seemed to have no influence on the internet-based marketing. The study recommends carrying out a research study that examines the influence of E-IMC on the online marketing practices through social media websites.
“…Also, the results of the study rhymed within the results of Ots & Nyilasy (2017) who argued that IMC can be activated mostly through the communication medium of the social media in which the organization can have a direct communication line with the customers in order to guarantee the retention of the current customers and the attracting of the potential customers.…”
Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based marketing from the perspective of Jordanian customers. The variables which are employed in the current study are (communicational messaging, direct marketing, online marketing, promotion, mass media marketing and public relations). The sample of the study consisted of (349) customer from malls, commercial complexes and trading center. Through the quantitative approach and utilizing the questionnaire; the results of the study indicated there is a positive influence of IMC on the internet-based marketing within the variables of (communicational messaging, direct marketing, public relations, and mass media marketing) while (promotions and online marketing) seemed to have no influence on the internet-based marketing. The study recommends carrying out a research study that examines the influence of E-IMC on the online marketing practices through social media websites.
“…Our study responds to calls for more exploratory research in advertising (Belk 2017;Goulding 2017;Faber 2015), contributes a new, deep ethnographic perspective to the practiceturn in advertising (Ots and Nyilasy 2017) and contributes to the practice-turn in management studies more broadly (Schatzki 1996(Schatzki , 2002(Schatzki , 2012Skålén and Hackley 2011). Following Schatzki (2002) and Ots and Nyilasy (2017) the study found that each of the three sets of social practices deployed routines, material set-ups, rules and procedural knowledge, cultural templates and teleoaffective structures in different ways. The five elements of practices that Ots and Nyilasy (2017) found around the IMC process were broadly supported in the study, although the specific manifestations were different.…”
Section: Discussionmentioning
confidence: 79%
“…Following Schatzki (2002) and Ots and Nyilasy (2017) the study found that each of the three sets of social practices deployed routines, material set-ups, rules and procedural knowledge, cultural templates and teleoaffective structures in different ways. The five elements of practices that Ots and Nyilasy (2017) found around the IMC process were broadly supported in the study, although the specific manifestations were different. For example, routines were evident where experienced practitioners referred to the Persuasive Power they had learned to wield, for example where the agency presented three creative pathways to clients, where they 'made clients tired' by presenting huge volumes of finished work, by the selectively presented use of statistical research data, and where 'Becky' deployed the team support approach.…”
Section: Discussionmentioning
confidence: 88%
“…Within marketing communications, Ots and Nyilasy (2017) have adapted practice theory to generate insights into the social practices of IMC, and they highlight five key elements of practices around the creation of IMC campaigns: 1) Routines, the recurring activities of practitioners that are tacitly assumed to be appropriate in particular situations. 2) Material set-ups, the physical environment and technological aids (such as PowerPoint presentations or storyboards) used in given situations, such as pitching.…”
This paper reports findings from an extended multi-method ethnographic study into the social practices of advertising creativity. The study was conducted in a major Iranian creative advertising agency that has many international clients and earns annual billings equivalent to more than $US100 million. Findings focus on three sets of overlapping aggregated social practices labelled Control Power, Knowledge Power and Persuasive Power that serve to work around tensions over creative output in order to accomplish the dual goals of creating good, effective work and persuading the client to buy in to the creative strategy. We conclude with implications for future practice and research.
“…For example, Schultz et al's (2014, p. 455) aspirational claim that 'IMC can be recast as the base for rethinking and replacing traditional marketing theory' is in stark contrast to Cornelissen's (2001Cornelissen's ( , 2003 and Ots and Nyilasy' (2017) criticisms that IMC is falsely presented as a panacea for marketing and lacks rigorous theorisation. Though the marketing literature continues to stress the need for further study to empirically unpack the organisational role of IMC, IMC implementation remains under researched.…”
Integrated marketing communication (IMC) is considered to hold strategic value for contemporary organisations. Yet, the actual implementation of IMC by client organisations remains under researched and represents somewhat of a black box for academics and practitioners alike. The study examines the perceptions of the IMC implementation process from practitioners working within professional football clubs. The findings reveal four diverse scenarios of IMC implementation and in so doing uncover neglected oxymora in the way in which IMC theory is translated in practice. The four scenarios: strategic integration, practitioners' strategy paradox, unintentional IMC implementation paradox, and IMC absence, are each linked to a different level of practitioner IMC application. The four scenarios provide a more nuanced perspective of IMC advancement, unpacking the black box of IMC implementation to inform future practical application and research investigation.
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