Performance Auditing of Integrated Marketing Communication (Imc) Actions and Outcomes

Reid, Mike

doi:10.1080/00913367.2005.10639208

Cited by 123 publications

(178 citation statements)

References 37 publications

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“…The objective of IMC is to strengthen the effectiveness of marketing communication for target consumers through managing different communication mediums instead of managing every component of marketing management (Yoo, 2009). Meanwhile, the marketing cost incurred by organization call upon those marketing activities that should develop sustainable ever-lasting relationship by using minimal resources (Reid, 2005). The practical implementations of IMC inside the boundaries of OBC provide opportunities for managers to create marketing communication mix which enhance participation and www.ccsenet.org/ijbm…”

Section: Imc and Relationship Satisfactionmentioning

confidence: 99%

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Zhang¹,

Shabbir²,

Pitsaphol³

et al. 2014

IJBM

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Advancement in information technologies has created change in our economics as well as in our societies because companies strive to adapt the conditions that prevail in marketplace. In this scenario, marketing professionals are exploring advanced and effective ways to build a strong brand. The research objectives explore the impact of online brand communities on brand equity dimensions through which consumer could achieve commitment and value-creation. While, marketing managers could explore attributes regarding brand perception, information and resource sharing and brand loyalty. A framework is proposed based on the drivers of online brand community and its influence on the dimensions of brand equity. From theoretical perspective, this study contributes to branding literature by exploring strategies for value-creation, brand image and integrated marketing communication. Additionally from marketing perspective, the drivers will guide managers to understand the want and desire of target audience. The building of such online brand communities will raise the return of investment, save marketing cost, enhance consumer loyalty, improving product development and providing circumstances for co-creation. Thus, it will provide ever-lasting consumer-brand relationship and substantial information about consumer behavior.

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Section: Imc and Relationship Satisfactionmentioning

confidence: 99%

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Zhang¹,

Shabbir²,

Pitsaphol³

et al. 2014

IJBM

View full text Add to dashboard Cite

show abstract

“…This is a major problem since it is exactly the integration of various communication tools and messages that is shown to have a positive relationship with brand outcomes (cf. Integrated Marketing Communication (IMC), Reid, 2005). This lack of integration of information conveyed in the ad may explain consumer incredulity towards green ads.…”

Section: Characteristics Of Green Advertisements and Ad Effectivenessmentioning

confidence: 99%

The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research

2013

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“…Ultimately, the decision-making process is controlled by the senior management and, as such, their power and involvement are essential for the development of IMC throughout the company (Reid, 2005;Pickton and Hartley, 1998). It is vital that marketers and the senior management of a company realize that an advertising agency alone will not be able to implement an IMC program because of their limited perspective and possible lack of experience with regard to coordinating and integrating all communication disciplines.…”

Section: The Impact Of Promotional MIX Elements On Imcmentioning

confidence: 99%

“…Most IMC research has concentrated on the opinions of advertising executives or clients. However, there has been little research directly focused on IMC benefits (Reid, 2005;Phelps and Johnson, 1996). …”

mentioning

confidence: 99%

Integrated Marketing Communication

Kitchen

Burgmann²

2010

Wiley International Encyclopedia of Marketing

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[IMC is a] concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplinesgeneral advertising, direct response, sales promotion, and public relations -and combines these disciplines to provide clarity, consistency, and maximum communication impact (Caywood, Schultz, and Wang, 1991b: 2-3).However, more recent definitions, such as the one presented by Schultz (2004a), add substantial value to old definitions and to the term IMC more generally. The concept is now viewed as a strategic instrument (Schultz, 2004b: 9).IMC is the concept and process of strategically managing audience-focused, channel-centerd, and result-driven brand communication programs over time (Kliatchko, 2005: 21).The new definition seems more appropriate to the twenty-first century, as Schultz acknowledges IMC's importance as a business process and its value to both external and internal audiences. The definition provided by Schultz integrated marketing communication 3 Author and Year Concepts IntroducedCaywood, Schultz, and Wang (1991) and Caywood, Schultz, and Wang (1991b) • Coordination and consistency of messages and communication channels (one sight, one sound) • Use of a variety of communication disciplines to work in synergy based on a comprehensive plan • IMC as a concept Schultz (1991) • Kliatchko (2005: 21) (2004b) has also been used by the American Marketing Association to define integrated brand communication (American Marketing Association, 2007). However, Kliatchko (2005) does not focus explicitly on individual stakeholder groups but rather refers to them as ''audiences.'' In addition, his definition is not as explanatory in nature as Schultz's (2004b), as he underplays the results-driven characteristic of IMC and does not explicitly mention the importance of the long-term brand value and short-term financial returns. As noted by Kliatchko (2005);Schultz's (2004b) definition supplements other IMC definitions through its employment of the terms ''business process,'' ''evaluation,'' and ''measurability''. Many researchers have noted that it may not be possible to agree upon a universal IMC definition, given the various interpretations of IMC and its different values in the academic and commercial spheres (Kliatchko, 2005;Phelps and Johnson, 1996;Stewart, 1996). A critical review of previous definitions of IMC and an assessment of current IMC literature reveals that researchers were able to reduce any IMC definition to five crucial attributes (Kitchen et al., 2004a;Low, 2000): integrated marketing communication1. The communication effort should be directed at consumers in order to affect behavior. 2. An outside-in approach should be utilized, that is, start with the customer first when developing a communication strategy. 3. A well-established relationship between the company and the customer is necessary. 4. To deliver a message correctly all communication activities should be included with contact points integrate...

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Performance Auditing of Integrated Marketing Communication (Imc) Actions and Outcomes

Cited by 123 publications

References 37 publications

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research

Integrated Marketing Communication

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