Practitioner opinions and interests regarding integrated marketing communications in selected Latin American countries

Rose, Patricia B.

doi:10.1080/135272696346105

Cited by 18 publications

(7 citation statements)

References 2 publications

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“…Although they believed both advertising and PR required different skills sets, they acknowledged the need to augment skills in the role of a communication generalist. Replicating the same study in Latin America, Rose (1996) found similar predictions of the rise of a communication generalist, combining skills in both advertising and public relations. While they also agreed that IMC was a practical reality, their level of commitment in the new discipline was not as strong as their US counterparts.…”

Section: Introductionsupporting

confidence: 66%

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Same But Different—Perceptions of Integrated Marketing Communication Among Marketing Communication Partners in Australia

Kerr

Drennan

2010

Journal of Promotion Management

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This article examines whether two key partners in the marketing communication process, advertising and public relations ' practitioners, perceive Integrated Marketing Communication (IMC) in the same way. It compares perceptions across a wide range of implementation, organizational, and strategic issues in IMC to test if perceptions have moved past Stage 1 of IMC development (Kitchen & Schultz, 1999). Although both advertising and PR practitioners concur with each other and the literature on a wide range of perceptions of IMC, they still believe that advertising and public relations practitioners have dissimilar views about IMC. The PR practitioners position themselves as a separate breed of marketing communicator, requiring divergent skills from advertising practitioners and thinking differently about IMC.

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Section: Introductionsupporting

confidence: 66%

“…The items on the questionnaire relating to perceptions of IMC were taken from a twice tested instrument (Rose & Miller, 1994;Rose, 1996), reported in the literature review.…”

Section: Methodology and Findingsmentioning

confidence: 99%

Same But Different—Perceptions of Integrated Marketing Communication Among Marketing Communication Partners in Australia

Kerr

Drennan

2010

Journal of Promotion Management

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“…In other words, the practitioners' strategy paradox exists in these companies due to practitioners' limited understanding of what IMC strategic integration should look like. This underlines the early arguments of Rose (1996) for practitioners' education and knowledge dissemination in IMCs.…”

Section: Specifically Three Barriers Emergedsupporting

confidence: 52%

The implementation of integrated marketing communication (IMC): evidence from professional football clubs in England

Manoli

Hodgkinson

2019

Journal of Strategic Marketing

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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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“…Bollywood film producers and studio owners, advertising agencies, placement specialist and brand managers are not always found to work in synergy with each other. One reason could be that though integrated marketing communication (IMC) practice was advancing in the USA (Rose, 1996) it was an emerging concept in the Asia Pacific region and therefore not yet widely accepted (Fam, 2001). Especially, in the case of India IMC was found to be in the growth phase of adoption, where both the budget as well as the time spent on these activities was much less in comparison to the USA (Kitchen and Schultz, 1999).…”

Section: Literature Reviewmentioning

confidence: 99%

In‐film placement trends: a comparative study of Bollywood and Hollywood

Kureshi

Sood

2011

Journal of Indian Business Research

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PurposeThe purpose of this paper is to understand the growing phenomenon of brand placements in the Indian movie industry. The study goes further to compare the incidence and the nature of brands placed within movies for the same time period.Design/methodology/approachA content analysis of 106 successful Bollywood movies between 1997 and 1999 was conducted and the incidence of brand placements within them and the execution style adopted were documented. Analysis of the brand appearances in 110 Hollywood movies was carried out and the volume of placements, kind of brands placed and the movie genre in which they were found was noted.FindingsIn‐film placements of entertainment and automobile brands were found to be highly prevalent in Indian movies. Showing the usage of the brand was the most common style of execution. The volume of in‐film placements in Hollywood movies was found to be far higher than that in Indian movies.Research limitations/implicationsThis study being exploratory in nature has the inherent limitation of generalizability of the results.Practical implicationsThis paper provides implications for marketing managers and movie producers employing this form of communication.Originality/valueThis study is one of the first to systematically record, analyse and compare the occurrence and the execution of brand placements in Indian movies in a non‐US context and compare and contrast the placement practices of these two movie industries.

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Practitioner opinions and interests regarding integrated marketing communications in selected Latin American countries

Cited by 18 publications

References 2 publications

Same But Different—Perceptions of Integrated Marketing Communication Among Marketing Communication Partners in Australia

Same But Different—Perceptions of Integrated Marketing Communication Among Marketing Communication Partners in Australia

The implementation of integrated marketing communication (IMC): evidence from professional football clubs in England

In‐film placement trends: a comparative study of Bollywood and Hollywood

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