Strategic IMC: From abstract concept to marketing management tool

Kerr, Gayle; Patti, Charles H.

doi:10.1080/13527266.2013.786748

Cited by 40 publications

(62 citation statements)

References 38 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…To achieve these priorities, a panel of experts was considered the ideal approach for this study (Story et al 2001). Expert panels in communications research can take many forms, including the Delphi Technique (Kerr 2009;Kerr and Patti 2013;Linstone and Turoff 1975) and the Nominal Group Technique (NGT) (Delbecq and Van de Ven 1971).…”

Section: Research Processmentioning

confidence: 99%

Improving integrated marketing communications practices: A comparison of objectives and results

Patti

Hartley

Dessel

et al. 2015

Journal of Marketing Communications

View full text Add to dashboard Cite

Marketing managers face increasing demands for effectiveness measurement including more rigorous assessment of the match between marketing communication objectives and results. This study provides an analysis of current objective-setting practices and a comparison with past industry practices by applying a traditional communication task model to marketing communications award competition entries. The results indicate that there is still room for improvement in communication objective-setting practices. Suggestions for improving these practices include (1) making a commitment to assessment, (2) offering actionable objective-setting education, (3) increasing attention to the impact of new media, and (4) expanding the role of agencies. The authors conclude that the study of the objectives and results aspect of marketing communication management will create new opportunities for integrated marketing communications scholars and practitioners to increase the effectiveness of promotional activities.

show abstract

Section: Research Processmentioning

confidence: 99%

Improving integrated marketing communications practices: A comparison of objectives and results

Patti

Hartley

Dessel

et al. 2015

Journal of Marketing Communications

View full text Add to dashboard Cite

show abstract

“…Importantly, panel members are confidential and, more recently, commonly conducted online (Kerr and Patti, 2015). First applied in the cold war to predict enemy attacks (Diamond et al 2014), the Delphi method was later developed in 1953 by Olaf Helmer and Norman Dalkey for the U.S. RAND Corporation as a tool to include the 'voice' of the practitioner and academic (Buckley, 1995).…”

Section: The Delphi Methodsmentioning

confidence: 99%

“…The Delphi method has been used extensively in the conventional marketing literature to evaluate and advance theory (see Best, 1974;Richard and Curran, 2002;Kerr and Patti, 2015) though with limited application in the field of social marketing (see Ling, et al, 1992;Griffiths, et al, 2009;Johnson, et al, 2009;Aschemann-Witzel, et al, 2012). A Delphi consultation is a series of repetitive surveying events which usually aim to discover consensus on issues with a selected panel of experts (Linstone and Turoff, 1975).…”

Section: The Delphi Methodsmentioning

confidence: 99%

Consensus Building in Social Marketing Campaigns Through the Delphi Method

Borden

Shaw

Coles

2017

Social Marketing Quarterly

View full text Add to dashboard Cite

This paper investigates the application of the Delphi method as a tool for building stakeholder consensus on the impact and prioritization of campaign initiatives as applied in a campaign to promote water efficiency behaviour. To date, use of the Delphi method has been underutilized and not yet applied to evaluating and prioritizing social marketing initiatives. Ten potential initiatives were developed during previous research, aiming to promote water efficiency in tourism accommodation. A Delphi panel of experts (n=21) in tourism, water and social marketing evaluated, prioritized and rated the importance of factors used for prioritizing each initiative. Three initiatives received the greatest level of prioritization and were considered to have the highest effectiveness to reach project goals. In the context of this research, a Delphi consultation was a viable method toward this application. Best practices and limitations unique to the social marketing process are offered to aid future social marketing efforts in applying the Delphi method.

show abstract

“…This strategic shift is seen as fundamental to the achievement of true integration and has been recognised by the small but significant linguistic change from Integrated Marketing Communications, with an "s" which refers to the integration of different methods to Integrated Marketing Communication, which is a discipline or function (Luck and Moffett, 2009). However, it should be noted that some recent literature utilises new terminology to emphasise the strategic element of IMC which muddy the waters somewhat e.g., ICM: Integrated Communications Management (Einwiller and Boenigk, 2012), SIC: Strategic Integrated Communications (Barker, 2013), SI: Strategic integration (Kerr and Patti, 2013). Practitioners have also renamed IMC in various ways, mainly to differentiate themselves from competing agencies, and talk about post-integration, which can cause confusion (Laurie and Mortimer, 2011).…”

Section: Introductionmentioning

confidence: 99%

“…Kerr and Patti (2013) recently referred to its development as being in its mid-range level of maturity. This position has been reached as a result of discussions and debates in the literature where a high degree of misunderstanding by many has been identified (Luck and Moffatt, 2009), where its usefulness and value has been questioned (Christensen et al, 2008;Kitchen et al, 2008) and where further work into definitions and measurements have been necessary (Schultz and Patti, 2009).…”

Section: Introductionmentioning

confidence: 99%

The internal and external challenges facing clients in implementing IMC

Mortimer

Laurie

2017

EJM

View full text Add to dashboard Cite

The internal and external challenges facing clients in implementing IMC Abstract PurposeAlthough IMC is generally accepted as the way forward by academics and practitioners, there is a shortage of research into the challenges that clients face in implementing the process, particularly in the UK. This study addresses these issues by examining how UK clients perceive the barriers to implementation, with reference to the conflict theory of decision making and the social exchange theory from the change management literature. Design/methodology/approachThe study adopted a critical realism approach and collected data through an on-line questionnaire to an expert panel of UK clients, which generated some rich qualitative data.The experts were asked to comment on four statements developed from the literature which captured the main challenges identified in previous research. FindingsThe results indicate that UK clients are facing similar barriers to those evident in other countries more than a decade ago. Three main obstacles are identified. Firstly, some clients still find IMC difficult to understand and therefore may avoid change because of the high level of risk involved. Secondly, marketing departments lack control or influence over other parts of the organisation, due in some cases to lack of representation at board level. Lastly, agencies do not have a clear role in the implementation of IMC. Originality/valueThe paper is of value because it looks specifically at the UK client perspective, which is presently sparse in the literature and updates our knowledge on barriers to implementation. It underpins this discussion with reference to change management theories. The paper also examines the support being provided by industry bodies and questions their effectiveness.

show abstract

Strategic IMC: From abstract concept to marketing management tool

Cited by 40 publications

References 38 publications

Improving integrated marketing communications practices: A comparison of objectives and results

Improving integrated marketing communications practices: A comparison of objectives and results

Consensus Building in Social Marketing Campaigns Through the Delphi Method

The internal and external challenges facing clients in implementing IMC

Contact Info

Product

Resources

About