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Book part
Publication date: 7 October 2024

Charles Chatterjee

This chapter examines the ICC Advertising and Marketing Communications Code of 2018. The primary themes of this Code are advertising and marketing communications. This is a…

Abstract

This chapter examines the ICC Advertising and Marketing Communications Code of 2018. The primary themes of this Code are advertising and marketing communications. This is a lengthy Code ā€“ in addition to an Introduction, it has been developed over four chapters and two annexes. The ā€˜technologically enhancedā€™ marketing communications seem to have prompted the International Chamber of Commerce to draft this Code of Conduct.

This Code emphasised the self-regulatory Codes of Conduct in the hope that self-regulatory codes of conduct should convince customers of their social responsibility. This Code also believes that high sense of social responsibility will achieve the principal purpose of it. This Code should be more useful if the member States take it seriously and implement its provisions in their own interests.

Details

Rural Marketing as a Tool for National Development
Type: Book
ISBN: 978-1-83608-065-7

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Article
Publication date: 1 March 2002

Mike Reid

Integrated marketing communications (IMC) is regarded as an important marketing management issue because of increasingly dynamic market conditions, and the impact that this…

7605

Abstract

Integrated marketing communications (IMC) is regarded as an important marketing management issue because of increasingly dynamic market conditions, and the impact that this dynamism is having on the effectiveness of traditional marketing communications tools and planning approaches. IMC relates to me strategic management of marketing communications to achieve superior brand performance. This paper uses that Integrated Marketing Audit (Duncan and Moriarty, 1997) as a mechanism to analyse the degree of integration of marketing communications management and link this to measures of brand performance. The research employs the Australian and New Zealand wine industries as a context to consider this relationship. Analysis suggests that a higher degree of integration in marketing communications management results in better brand performance. As a result, managers of wine brands should consider how to adopt IMC principles and review their management of marketing communications.

Details

International Journal of Wine Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 1 July 1983

John A. Meenaghan

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing

9724

Abstract

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ā€˜management by objectivesā€™ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objectiveā€setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

Details

European Journal of Marketing, vol. 17 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 12 June 2009

Barbara Caemmerer

The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, realā€life case study.

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Abstract

Purpose

The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, realā€life case study.

Design/methodology/approach

A mix of secondary and primary research is used: analysis of academic literature, market research data and organisational data, as well as interviews conducted with members of the Renault Marketing Team.

Findings

The planning and implementation of integrated marketing communications is complex and involves a wide range of different management tasks. These include: situation analysis and identification of marketing communications opportunities; choosing the right marketing communications agency; campaign development and implementation, including the selection of the marketing communications mix, creative execution and media planning; campaign evaluation; planning of followā€up campaigns; and managerial coordination between all tasks and parties involved to ensure integration of marketing communications initiatives throughout the campaign.

Originality/value

Applies marketing communications theories to a realā€life example and illustrates comprehensively the management tasks involved in the planning and implementation of integrated marketing communications campaigns. Provides hyperlinks and references to organisations and bodies relevant to the marketing communications industry as well as academic literature.

Details

Marketing Intelligence & Planning, vol. 27 no. 4
Type: Research Article
ISSN: 0263-4503

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Abstract

Details

The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

Article
Publication date: 2 August 2013

Chad Milewicz and Carl Saxby

This paper develops and tests a model depicting the drivers of organizational leaders' intentions to use social media for inā€bound customer communications in a political marketing

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Abstract

Purpose

This paper develops and tests a model depicting the drivers of organizational leaders' intentions to use social media for inā€bound customer communications in a political marketing context. This model improves practitioners and researchers understanding of what influence leaders' attitudes and intentions toward using social media to enhance marketing communications.

Design/methodology/approach

The paper uses mediated OLS regression analysis with survey data collected from a national sample of political candidates running for the US House of Representatives in 2010.

Findings

Overall satisfaction with social media for marketing communications and customers' normative expectations that organizations use social media for marketing communications drive leaders' future intentions to use social media for inā€bound customer communications. Perceived ease of use, and perceived social media usefulness for inā€bound and outā€bound customer communications drive overall satisfaction with social media for marketing communications.

Research limitations/implications

Leaders support social media as a tool to enhance marketing communications if they perceive relevant social influence and technical applicability. Whereas we find empirical support of our model in a US political context, future research should test our model in other cultural and organizational contexts.

Originality/value

This paper addresses a gap between what research addresses in regards to new media and what is happing in practice. This paper adds to the body of research in marketing and other disciplines that explains the integration and use of social media for marketing communications.

Article
Publication date: 1 February 1990

Gordon Wills, Sherril H. Kennedy, John Cheese and Angela Rushton

To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in the art…

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Abstract

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Details

Management Decision, vol. 28 no. 2
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 31 May 2011

Anne‐Marie Hede and Pamm Kellett

Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing…

16081

Abstract

Purpose

Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing managerial practice, consumer perceptions and preferences in relation to marketing communications for this market offering.

Design/methodology/approach

A case study analysis of Festival Melbourne 2006 was undertaken using marketing communications collateral, ethnographic (participant observations) and interview (inā€depth and focus group) data.

Findings

A centralised approach to marketing communications was adopted for this event, but was difficult to implement. In addition, it was found that the marketing communications in situ did not assist attendees to make the most of their event experiences. It was also found that research participants prefer to receive information about special events passively.

Practical implications

With the increasing levels of globalisation and standardisation in the event sector there is a need to attain a balance between centralisation and adaptation in relation to marketing communications strategies and their implementation. Furthermore, it is imperative that marketing communications are integrated across all stages of consumption.

Originality/value

This study adds to the body of knowledge about marketing communications, and more generally within events. It also adds to the debate surrounding the integration of marketing communications.

Details

European Journal of Marketing, vol. 45 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 4 April 2008

Lars Thøger Christensen, A. Fuat Fırat and Simon Torp

Marketing organisations increasingly talk about the importance of integrating their communications, of aligning symbols, messages, procedures and behaviours across formal…

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Abstract

Purpose

Marketing organisations increasingly talk about the importance of integrating their communications, of aligning symbols, messages, procedures and behaviours across formal organisational boundaries. Often this implies tighter central control over communications and other organisational processes. This paper sets out to discuss potential negative consequences of such tight control in terms of organisational incapability to react to market changes in increasingly fluid environments due to a loss of sufficient corporate complexity and diversity.

Design/methodology/approach

In response, a flexible integration approach that draws attention to the handling of difference and variety within the context of an integrated communications project is articulated. The paper proposes a framework that balances centralisation and decentralisation through attention to dimensions of endogenous control, tight and loose couplings, networks, and common process rules.

Findings

The paper demonstrated that, in order to integrate its communications, an organisation needs to embrace diversity and variety and to balance the wisdom of its many voices with the effort to secure clarity and consistency in its overall expression.

Practical implications

The flexible integration approach advanced in this paper opens new avenues of research, practice and pedagogy, encouraging scholars, practitioners and teachers to explore the following dimensions of integrated communications: reception, variability, organisation, voice, couplings and transferability.

Originality/value

The paper contributes to the literature on integrated communications and corporate communications by addressing the organisational dimensions of integration and suggesting a new avenue of integrated communications research that is far more sensitive to the organisational context in which projects of integration exist and unfold.

Details

European Journal of Marketing, vol. 42 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 June 1998

Christopher Hackley and Philip Kitchen

The concept of Integrated Marketing Communications (IMC) is receiving increasing attention in many academic and practioner media, primarily from an organisational perspective…

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Abstract

The concept of Integrated Marketing Communications (IMC) is receiving increasing attention in many academic and practioner media, primarily from an organisational perspective. Yet, influence of integrated communications programmes on consumers is difficult to establish in the literature. Consideration of IMC seems unpromising unless the concept itself can be grounded within a psychological perspective of consumer cognition. This paper is an attempt to conceptually explore these concerns. The paper commences with a discussion of broad issues facing contemporary research in marketing communications and strongly suggests that multidisciplinary approaches may offer greater insight than unidisciplinary ones. The authors then briefly, and selectively, introduce questions concerning the psychological assumptions underpinning theoretical work in marketing communications and speculate on implications these assumptions may have for a consumer psychology of IMC. The final strand of the argument considers the cognitivist notion of social cognition and contrasts this with the social constructionist view with regard to theoretical implications both views may have for a psychology of integrated marketing communications. We conclude by suggesting possible interpretations with practical implications for marketing communications practitioners.

Details

Marketing Intelligence & Planning, vol. 16 no. 3
Type: Research Article
ISSN: 0263-4503

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