Correlates of Integrated Marketing Communications

Low, George S.

doi:10.2501/jar-40-3-27-39

Cited by 150 publications

(201 citation statements)

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“…Kitchen et al (2004) state that when IMC is enforced, it enables marketers to recognize the needs of stakeholders, particularly of employees and suppliers. Scholars also believe that is it not possible to have a global definition of IMC, although the main benefit of IMC is understood to be its capability to transfer reliable, consistent and allied messages to the target audiences through a set of channels (Low, 2000;Phelps and Johnson, 1996). The use of IMC to develop relationships and create a distinctive identity distinguishes the company from its competitors (Balmer et al, 2007;Van Riel and Balmer, 1997).…”

Section: Introductionmentioning

confidence: 99%

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Integrating identity, strategy and communications for trust, loyalty and commitment

Melewar

Foroudi

Gupta³

et al. 2017

EJM

154

145

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Purpose This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty and commitment by using commitment/trust theory. Design/methodology/approach This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships. Findings The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment. Originality/value The paper shows that while practitioners have indicated that integrated marketing communication is important for organisations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. This paper empirically examined relationships between these constructs by validating a conceptual model by using SEM.

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Section: Introductionmentioning

confidence: 99%

“…Changes in the marketing environment with the introduction of new media are driving the need for more efficient and cost-effective communication (Low, 2000). Hence, managers approach, articulate and implement their company's marketing communication strategies using integrated tactics.…”

Section: Introductionmentioning

confidence: 99%

Integrating identity, strategy and communications for trust, loyalty and commitment

Melewar

Foroudi

Gupta³

et al. 2017

EJM

154

145

View full text Add to dashboard Cite

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“…Despite the spread of the concept among scholars and practitioners, the idea of "integrated communications" is still shrouded in some ambiguity (Low, 2000) due to the lack of any formal theoretical conceptualization and empirically tested measurement methods (Porcu et al, 2017). Thus, it is considered to be a re-invention of existing marketing concepts (Spotts et al, 1998) The core idea of these four main issues is their basic assumption that integration is an organizational/managerial philosophy which aims to overcome the isolation of the different communications activities that the company can choose from (Siano et al, 2013).…”

Section: Introductionmentioning

confidence: 99%

The role of physical metaphors for decision-making in integrated corporate communication

Siano

Vollero

Volpe

et al. 2018

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Purpose -The role of metaphors in information management has generally been acknowledged due to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The aim of this study is thus to analyse physical metaphors as tools for making sequential decisions to achieve effective Integrated Corporate Communication (ICC).Design/methodology/approach -The paper draws on critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications.Findings -A revision of two well-known physical metaphors in the communication literature (the "wheel" and "umbrella") has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, since it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels.Research limitations/implications -The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses.Originality/value -The paper shows that while scholars have concurred that integrated corporate communication is crucial for different type of organisations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC. Key words: integrated corporate communication, physical metaphors, communication mix, message coordination 2 IntroductionUntil the end of '80s, in the traditional approach to marketing communications, companies and communication agencies create separate plans for each communication technique, such as advertising, direct marketing, sales promotions, etc. In most cases, the result was a fragmentation of information about the company/brand that was perceived in a different way according to the different type of communication means used. From the early '90s, an integrated approach to communication has been progressively introduced to use the same communication tools and to reinforce each other. By communicating the same information in advertising messages, in press releases and in direct mails, companies are in fact able to improve the effectiveness of communication.The basic principle of coordinating communication activities has thus been referred to by authors wishing to see a convergence of the Corporate affairs/Public Relations and Marketing functions of companies, based on shared concepts and methodologies (e.g., Kotler and Mindak, 1978;Porterfield, 1980;Smith, 2012).The integrated communication paradigm then spread under the name of "Integrated Marketing Communi...

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“…Three measures of integration were used (Low, 2000): -Planning/Management: In all case online and offline communication efforts were planned by the same manager. Table 3 summarizes the results concerning the integration of the Internet in the promotional mix in the organizations studied.…”

Section: Integration Of the Internet In The Promotional MIXmentioning

confidence: 99%

Internet Marketing Communications: Interactivity and Integration

Lawton

Gregor

2003

Seeking Success in E-Business

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Abstract:This paper reports exploratory research into the role of the Internet in marketing communications and the conceptualisation of integration and interactivity in this context. Three mini case studies of large companies in the fast moving consumer good industry illustrate the application of frameworks developed for the understanding of integration and interactivity. The case studies show uncertainty about the value of the Internet as a communications channel and the use of interactive tools. The more advanced companies exhibit greater integration of communication tools, across marketing functions and across media. The interactive tools/goals framework developed shows how the more advanced companies also use interactive tools that address a wider range of human motivational goals. This framework suggests how opportunities for value-adding through interactive tools can be identified, giving a basis for further work.

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Correlates of Integrated Marketing Communications

Cited by 150 publications

References 0 publications

Integrating identity, strategy and communications for trust, loyalty and commitment

Integrating identity, strategy and communications for trust, loyalty and commitment

The role of physical metaphors for decision-making in integrated corporate communication

Internet Marketing Communications: Interactivity and Integration

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