Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person

This study proposes brand communities as an effective tool within the integrated marketing communication (IMC) system. The paper utilizes the Brand Concept Map quali-quantitative technique in order to represent and compare mental association texture within one group of non-members of a brand community versus one group of people engaged in the same community. Brand stimulus is Nutella (chocolate cream) which boasts a crowded and lively online brand community: Nutellaville. Results show that brand community is effective in terms of contribution, commonality, and complementarity within the IMC system. In particular, Nutella brand image within the online community participants is composed of some mental associations overlapping other communication tools (commonality), and by new mental associations (complementarity) referred to the brand image dimension named ‘brand as person’ (seductive, popular, reassuring); second, this anthropomorphism effect solves the issue of sense of guilt excited by chocolate (contribution).     

The development of integrated marketing communications at the British General Post Office, 1931–39

In the 1930s, the General Post Office (GPO) in Britain became one of the nation’s most innovative pioneers of marketing communication. Following criticism of the organisation in the 1920s for its conservative use of publicity, the GPO embarked upon a series of creative publicity campaigns that applied, amongst other methods, advertising, public relations, promotions, cinema, events and artistic posters. Through an overview of its publicity, and through a narrative of three case-studies, this article argues that one of the most important innovations of the GPO was its integration of marketing communication, both in terms of techniques used and in relation to its emphasis in promoting the organisation and the services it provided.     

基于IMC理论的动态营销能力构建

复杂的动态竞争环境对企业的营销实践提出了更高要求。基于整合营销传播理论的动态营销能力构建,是以创新能力、反应能力及关系能力为核心能力特征的动态资源,是持续获取企业良好营销绩效的重要来源。增强组织对环境变化的敏感性与适应性,可以提升企业的反应能力,剖析利益相关者需求并关注其变动可以实现与之的良好关系,个人与组织的知识管理,有利于提升企业的创新能力。三种能力互相作用,形成动态营销能力不断提升的推动系统。     

Integrated marketing as management of holistic consumer experience

In a bid to combine the two major perspectives (strategic communications and strategic brand management) of Integrated Marketing Communications (IMC), this article proposes a Holistic Consumer Experience Management framework. According to the framework, the key mission of IMC is to effectively manage the mediated impression of and the direct encounter with the brand, so that synergism ensues among all the interrelated elements of IMC, including research and development, manufacturing, price formulation, channel arrangement, consumer service management, marketing message construction, and communication program execution. As such, IMC is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer's sensory, emotional, social, and intellectual experiences in a new and positive way.     

Do adhocracy and market cultures facilitate firm-wide integrated marketing communication (IMC)?

The conceptualization of integrated marketing communication (IMC) has evolved from the marketing communications-centered approach (in the early 1990s) to a broader, firm-wide organizational perspective. The latter is adopted in this research to define IMC as a multidimensional concept. This study was conducted to develop a measurement instrument to assess IMC and examine the role of organizational culture in IMC implementation. Data were gathered via an online survey conducted among CEOs and other senior managers. The findings provide evidence of the reliability and validity of the proposed IMC scale and demonstrate that the dominance of an adhocracy (vs. market) culture contributes to building a more IMC-friendly organizational environment.     

基于IMC的山区农业产业化经营创新探讨

农业产业化是深化农村改革、发展农村经济的必然选择。在山区农业产业化经营管理中运用IMC（整合营销传播）管理理念，对于促进山区农业和农村经济结构战略调整而言，是一次产业化经营体制的创新。文章介绍了IMC的概念及其主要特征，分析了山区农业产业化经营创新的必要性以及如何运用IMC管理理念构建山区农业产业化经营创新平台，为发展山区农业经济服务。     

Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry

Over the last decade, scholars have recently emphasized the need for tourism marketers to orchestrate the wide range communication activities and forms via the adoption of Integrated Marketing Communication (IMC). However, prior research has almost neglected the role of IMC in hospitality management. This paper adopts a broad organizational approach conceiving IMC as a concept that involves the whole organizational entity and aims to analyze the effects of IMC on market performance, in terms of superior sales and financial results, greater brand advantage and customer-related outcomes for those businesses providing lodging services. To pursue this research purpose, a survey has been conducted among corporate-level senior managers of lodging businesses operating in Spain. The findings provided further and more compelling empirical proof of the positive influence of IMC on market performance, responding to the call for more rigorous empirical research to demonstrate the beneficial effects of firm-wide IMC on market performance.     

The Impact of Brand Equity and the Company's Reputation on Revenues

Abstract

This paper intends to establish the relationships among variables in corporate communications, especially between advertising and public relations, and to form an evaluation model for integrating the effects of brand equity and the company's reputation in the context of integrated marketing communications (IMC). A new approach for integrating the effects of brand equity and the company's reputation was introduced and the IMC evaluation model was specified for testing. The proposed model was tested with existing secondary data. The outcomes indicated that both brand equity and the company's reputation have significant impact on revenues and showed the positive relationship between brand equity and the company's reputation in the proposed model to justify the need of IMC in overall corporate communications.     

Customer Testimonials and News Clips as Contextual Cues in the Consumer Cognitive Processing of Online Shopping

SUMMARY

This study examines to what extent degrees of nudity presented in advertising differ across five countries (Brazil, China, South Korea, Thailand, and the U.S.). Content is examined by media type (TV vs. magazine) and product category (congruent vs. others). Results show that Thai and U.S. ads employ the highest degrees of nudity, whereas Chinese ads present the lowest degrees. Across all the countries, magazine ads and congruent-product ads employ higher degrees of nudity than TV ads and non-congruent product ads. The effect of product type on degrees of nudity is stronger in TV ads than in magazine ads and the interaction effect between media type and product type also varies across the countries. Our study provides richer and more specific implications for global advertising strategy with respect to representation of models and use of sex appeals.     

植入式广告：品牌营销传播的新模式

在植入式广告与媒介载体互不排斥的条件下,利用植入式广告打造品牌整合营销传播体系是实践和理论界面临的新课题。植入式广告运营主要从场景、对白、情节和形象等四种植入模式来打造品牌传播体系,通过整合传播体系正向强化品牌形象。同时,为了更好地扩大植入式广告对品牌的正向传播效应,需要通过市场反应和PVI模型对植入式广告的效果作出控制和评价。