1,720,982 research outputs found
Strategic IMC : from abstract concept to marketing management tool
No full textAlthough integrated marketing communication (IMC) has progressed towards midrange maturity level, its full-scale adoption has been impeded by a lack of consensus on\ud
its defining constructs. The purpose of this study is to move from abstraction to define the construct of strategic integration (SI) and develop this into a management tool, thus making an important contribution to both the theory and practice of IMC. Drawing from both IMC and strategic management literature, the construct of SI is operationalised into a number of key factors and a well-cited management model, Fuchs’ ‘integration valuator’ is explored as the starting point of a measurement tool for\ud
IMC. To do this, a Delphi study invites the scrutiny of an expert panel of world-leading IMC researchers and practitioners. The panel validated the model construction process,redefined overarching constructs and key factors with a high degree of consensus, supported a process measure, suggested a weighted evaluation measure and recognised the importance of developing such a measure. They delivered clear and consistent imperatives guiding model development. The result is a measure of SI that evaluates organisational proficiency and diagnoses the integration of IMC campaigns. It also advances theory by providing a better understanding of the construct of SI
Same but different: perceptions of IMC amongst marketing communication partners in Australia\ud
No full textThis paper examines whether two key partners in the marketing communication process, advertising and public relations’ practitioners perceive 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 (Schultz and Kitchen 2000). 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. PR practitioners position themselves as a separate breed of marketing communicator, requiring divergent skills from advertising practitioners and thinking differently about IMC
Filling the gaps for plugging the holes? Why the academic advertising research model maintenance
No full textThis paper suggests the traditional academic advertising research model is likely broken, given the changes in advertising which have occurred over the past few years. Five model areas of the research approach are identified as needing re-thinking, (a) the advertising problem, (b) sample frame and subjects, (c) consumer behaviour assumptions, (d) research methodologies and (e) findings. Suggestions are made for improvement and a call for the establishment of a blue ribbon panel for the next ICORIA meeting to report back on recommended changes are offered as solutions
IMC education and digital disruption
No full text<b>Purpose</b>\ud
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The purpose of this paper is to benchmark the progress of <i>integrated marketing communication</i> (IMC) education, by replicating and extending a study on IMC education by Kerr (2009). It documents progress, examines the impact of digital disruption and concludes with an agenda for change.\ud
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<b>Design/methodology/approach</b>\ud
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Using the Delphi technique, this study recruited leading IMC educators and thought leaders internationally to find consensus on an important range of IMC issues, including its place within the university, the IMC brand, curriculum, impact on practice, the incorporation of digital and future challenges.\ud
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<b>Findings</b>\ud
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IMC has strengthened its place within the university and also within the minds and understanding of academics, students and industry. Digital disruption provides many challenges including updating curriculum and up skilling staff. It is vital, however, that IMC thinking be positioned as the integrator and digital as the facilitator, providing platforms to actualise IMC strategy such as content, customer service and cross-functional planning.\ud
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<b>Practical implications</b>\ud
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This study shows what IMC education has achieved since Kerr’s (2009) study. Further, it outlines what needs to be achieved in the future by providing a “To do” list for IMC educators.\ud
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<b>Originality/value</b>\ud
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It is vital that the development and progress of this important new area of study is tracked to ensure industry challenges are met, such as digital disruption, and the right education for IMC managers of the future is provided
“Someone should do something”: Replication and an agenda for collective action
No full textThis article provides insights into barriers to replication research and presents an agenda identifying “who” should do “what” to robustly advance knowledge in disciplines of advertising and marketing. A Delphi study, showing consensus of opinion among international experts in the replication process—authors, editors, and reviewers—is presented. The study engages the problem from a triadic perspective and highlights differences in thinking among these stakeholder groups. In presenting an agenda for collective action, the article seeks to stimulate debate regarding the merits of undertaking and publishing replication research in enhancing the credibility of the theoretical foundations of our disciplines
Avoidance of advertising on social networking sites : the teenage perspective
No full textTechnology has provided consumers with the means to control and edit the information that they receive and share effectively, especially in the online environment. Although previous studies have investigated advertising avoidance in traditional media and on the Internet, there has been little investigation of advertising on social networking sites. This exploratory study examines the antecedents of advertising avoidance on online social networking sites, leading to the development of a model. The model suggests that advertising in the online social networking environment is more likely to be avoided if the user has expectations of a negative experience, the advertising is not relevant to the user, the user is skeptical toward the advertising message, or the consumer is skeptical toward the advertising medium
The means to opt-in or opt-out: A comparison of undergraduate and graduate students' perceptions of the online environment
No full textThe online environment supports marketing education delivery that is rich in experiential learning and empowers a more active and collaborative student learning. Yet faced with a different kind of learning, do students choose to opt-in to the online community or simply opt-out altogether? This study forms part of an ongoing investigation into marketing students' perceptions and usage of online tutorials at an Australian university. Some significant differences were found between graduate and undergraduate students. Graduates use online tutorials to communicate with students as a forum to relate theory to real world practice, and as an opportunity to research and reflect before answering. Undergraduate students preferred to opt-out, with online tutorials removing the necessity of coming to class
From the account manager’s conscience to top-of-mind : account planning in Australia
No full textWhat began as the “account manager’s conscience” has grown to be top-of-mind in Australian advertising today. Account planning is a hybrid discipline which uses research to bring the consumer voice to the campaign process during strategy generation, creative development and evaluation. In Australia, account planning is subjected to the “Vegemite Factor” where planners are spread too thinly across accounts and much of the market is dominated by freelance researchers and planners. This unique environment has shaped many different perceptions of account planning in Australia. These are compared with an international definition of account planning and the current research. While many basic tenants of the definition are shared by Australian advertising professionals, the difference appears to be in the ongoing nature, team approach and level of commitment. In Australia, account planners seem to be more facilitators of the strategic direction, than directors of it. Instead of exerting a sustained influence across the campaign, most energy appears to be expended at the start of campaign development, rather than extending through to its evaluation
Integrated marketing communications (IMC) : where to from here?
No full textIMC is one of the most controversial areas of marketing education during the past decade. While many definitions of TMC have been put forth, agreement on the discipline's constructs remains unresolved. The core of future legitimacy of IMC resides in the development of a stream of research that develop s theory and methods for evaluation of IMC effectiveness. This paper reviews more than a decade of research on IMC effectiveness, suggests where the\ud
field is heading. and identifies future directions for fMC research
A framework of corporate social responsibility for advertising accountability: The case of Australian government advertising campaign
No full textCorporate Social Responsibility (CSR) has emerged as a dominant theme guiding business practice. Governments have embraced this philosophy and legislated to encourage socially responsible business practice in its many forms. While governments' endorsement of CSR practice is expressed in policy, the successful integration into its own practice is not evidenced in the literature. Using a case research method, this paper analyses the nature of Australian government advertising processes, developing a modified framework founded on Wood's (1991) Corporate Social Performance model and Maignan and Ferrell's (2004) CSR principles. This research is important because it provides an application model for CSR practice and provides government with a decision-making vehicle for CSR. \ud
Keywords: Corporate Social Responsibility; advertising; government; accountabilit
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