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This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional paradigm in collecting the data using purposive sampling technique from 211 potential-riding-app users. The data was analyzed using SMART-PLS. Findings reveal a significant role of technology alignment in enhancing CRM practices. Effective CRM practices increase CRM quality by building a strong level of trust and commitment in customers. Strategic orientation of CRM practices with efficient technology usage, riding-service firms can capitalize on all novel aspects of CRM, as part of an integrated marketing process, for enhancing customer loyalty. [ABSTRACT FROM AUTHOR]

This research presents a brief overview of Integrated Marketing Communications (IMC) research, including advertising effectiveness, and a discussion of the advertising competition landscape with a focus on the Effie Awards due to its incorporation of effectiveness as a key evaluation variable. Practitioners are increasingly being held accountable for outcomes of marketing efforts, thus it is important to understand factors that are associated with effective campaigns. We extend findings from previous studies by investigating IMC touchpoint data within award-winning Effie campaigns from 2011 to 2018. Data was analyzed from 609 winning campaigns to explore how touchpoints have evolved. On average, the mean number of touchpoints used in award-winning campaigns is increasing. Results further indicate several new categories of touchpoints used in recent campaigns, referred to as "Emerging" Touchpoint Categories as a comparison against prior findings, hereafter referred to as "Traditional" Touchpoint Categories. [ABSTRACT FROM AUTHOR]

Leaning on social comparison and social identity theoretical frameworks, we investigate how exposure to physical images in two social comparison contexts [i.e., print media (Study 1) and social media (Study 2)] influences viewer's self-concept-related responses. Study 1 suggests that viewers' closeness with the print ad model enhances satisfaction with their physical attractiveness when exposed to very attractive, compared to moderately attractive models. Using Facebook, Study 2 indicates users pursue horizontal physical comparisons more so than either upward or downward comparisons, with self-enhancement as an influential motive; also, when users' narcissistic expression regarding a self-picture is evident, their view of themselves inflates compared to users who sidestepped posting a narcissistic expression about their self-picture. By understanding effects of physical images on viewers across IMC-linked social comparison settings, promotion strategists are in a better position to employ effective aspects of related cues in ad campaigns to generate desired brand-related and behavioral responses. [ABSTRACT FROM AUTHOR]

Cross-media advertising campaigns have become commonplace in today's multimedia environment. Drawing from the multiple source effect theorization, this study explores the underlying mechanism of media synergistic effect from an information processing perspective. Brand familiarity is proposed as a moderator of cross-media effects: people with different levels of prior brand-related knowledge tend to process advertisements in diverse cognitive routes. An experiment found that for an unfamiliar brand, media synergy outperformed repeated exposures via a solo medium in terms of raising message credibility and generating more positive thoughts, while similar effects were not seen on a familiar brand. [ABSTRACT FROM PUBLISHER]

Service quality is important to firms that use advertising and communication agencies and these agencies in turn need to make sure that their service quality is what clients expect. The purpose of this research is to assess perceptions of the service quality offered by agencies in South Africa and to identify the most important service attributes of the agency offerings. Agencies were also divided into three types: mass communication agencies, or above the line agencies (ATL), sales promotion agencies, or below the line agencies (BTL), and integrated marketing communication agencies, or full service agencies (FS). A total of 105 responses were received and results were reported for each agency type and in total. The results show some serious differences between what clients are looking for and agency strategies. These are discussed in detail. Recommendations are made which will help agencies in the development of strategic partnerships with clients. [ABSTRACT FROM PUBLISHER]

The focus of this article is globally integrated marketing communications (GIMC), which was extended from integrated marketing communication (IMC) by Grein and Gould (1996) and Gould, Lerman, and Grein (1999). In this article we review the literature on market-situational and organizational factors that influence firms' decisions to implement GIMC strategies. We then develop a series of research propositions to demonstrate the relationship between theses factors with GIMC. Finally, the academic and managerial implications are discussed. [ABSTRACT FROM AUTHOR]

This article describes a study testing key aspects of the Integrated Marketing Communications (IMC) concept, employing means-end analytical techniques. Although the hypothesized effects were not observed, the study is timely and ground-breaking because it contributes a new empirical approach to the IMC body of literature. It may also serve as a catalyst for additional research in the field. [ABSTRACT FROM AUTHOR]

Integrated marketing communications (IMC) has been presented and examined; and, it has been challenged recently by some researchers questioning its relevance. However, some practitioners and academics still embrace its use. Presented through a case study, this article complements and extends the work of others by showing the importance of attribute identification through comprehensive research. It suggests that the message may be the starting place for measurement of IMC. Senior managers should consider this study's proposed IMC process framework where the product focus or corporate mission statement is the first step for IMC brand message positioning to help improve both short-term and long-term sales and profits. [ABSTRACT FROM AUTHOR]

This article examines whether two key partners in the marketing communication process, advertising and public relations' practitioners, perceive Integrated Marketing Communication (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 (Kitchen & Schultz, 1999). 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. The PR practitioners position themselves as a separate breed of marketing communicator, requiring divergent skills from advertising practitioners and thinking differently about IMC. [ABSTRACT FROM AUTHOR]

O'Grady and Lane (1996) have observed that Americans and Canadians have difficulty establishing the rapport for effective buyer- seller relationships, and that Canadians are especially disadvantaged. This article explored the marketing activities that American and Canadian managers preferred to establish these relationships. Differences were found in both relationship marketing and marketing mix factors. The Americans were significantly more committed to relational activities, building relationships based on respect, shared goals, personal trust and making sure everyone received the expected benefits. The Canadians focused more on pricing, and helping out when asked or needed. To do lists are offered for making each more effective with the other. [ABSTRACT FROM AUTHOR]

This article reviews the literature on IMC and then examines its development empirically in Turkey. In this paper, we explore perceptions of lMC derived from a sample of advertising agency executives, and explore how perceptions of IMC within the developing country of Turkey. The main aim of the survey was to explore how agencies implement, coordinate, and evaluate IMC programs, and examine barriers relating to these. Managerial and public policy implications of the study are also offered. Findings underpin global adoption of IMC even in conditions of economic turbulence. Moreover, the findings confirm that IMC (in Turkey) as elsewhere is more related to tactical implementation of promotion than to strategic business development. [ABSTRACT FROM AUTHOR]

This article links the integrated marketing communications (IMC) concept to the planning process in marketing. Following the current conceptualizations as a combination of various marketing communications tools, IMC strategy is applied to an established strategic market planning model named time Boston Consulting Group (BCG)'s growth-share matrix. Advertising, public relations, sales promotion, and direct marketing are defined as crucial elements for the core scheme. Alternative strategies for brands in different stages are identified from the product portfolio analysis. The view may also be thought of as the ongoing process of building and maintaining brand equity for consumers in time long-term period. Conceptual discussions are expected to help marketers think more strategically as they plan IMC programs for their products or services. [ABSTRACT FROM AUTHOR]

This study is an investigation of advertising and public relations education over the past five years, presenting a regional analysis using data from the annual research project Where Shall I Go to Study Advertising and Public Relations? The results show the American Midwest, heartland and birthplace of advertising education, holding forth as the major region for advertising preparation. The Southeastern U.S. currently ranks first in public relations enrollment while the Midwest awards more PR degrees. In combined advertising/public relations programs, the Eastern U.S. leads in degrees awarded and student enrollment. Nationwide, all regions have experienced varying degrees of growth, reflecting the increased numbers seen in the national aggregate. [ABSTRACT FROM PUBLISHER]

Public relations and advertising textbooks either ignore or treat the old fashioned press agent with contempt. Yet the origin of modern day sports and entertainment promotion dates back to a group of press agents who made important contributions to the marketing communication tactics we take for granted. From 1884 to 1917, the promotion of Buffalo Bill's Wild West incorporated advertising, public relations, and integrated marketing communication strategies and tactics. Many of these tactics are still in use today. A case will be made to view Buffalo Bill as a "brand." By doing so, the promotion of the Wild West takes on a new meaning. Buffalo Bill's press agent, John M. Burke, for more than 30 years increased the "brand equity" of the Buffalo Bill product through effective and strategically sound advertising and public relations campaigns. For example, building upon the long circus tradition of American folk culture, Burke staged parade events headed by Buffalo Bill to generate major press coverage when the Wild West arrived in local communities. Although Burke might not have had the formal education and access to the latest in communication technology to promote the Wild West, he certainly had the brains and skills. [ABSTRACT FROM PUBLISHER]

Based upon his faculty-residence experience at a global advertising agency, and his interviews with the managerial staff of the agency, the author identifies and discusses five major managerial challenges of global advertising agencies, namely cultural diversity, media and audience fragmentation, integration of marketing tools, expatriation of managerial staff, and relationship marketing. The solutions of the managerial challenges are also discussed, where appropriate. [ABSTRACT FROM PUBLISHER]

The U.S. Surpreme Court in 1996 ruled to strike down a Rhode Island statute that prohibited liquor retailers from including liquor prices in their advertisements. The rationale behind the decision was because the state law infringed upon free speech rights to advertise low prices. Based upon the ruling, this article explores the effects that different ways of presenting advertised price offers may have on young consumers. The experiment consisted of a convenience sample of 225 college students. Three nearly identical advertisements were used (comparable to the ad in the court's ruling): one with the price listed, one with "WOW" replacing price, and one depicting products only with no price stated. First, data were collected to gather information about the normal shopping habits of the consumer. Second, questions were devised to seek details pertaining to these specific advertisements. Thirdly age particulars were gathered. The findings reveal that price specific ads reinforce the retailer's product offerings. The young adult's attention does widen when price is low and direct-price ads do attract more attention. [ABSTRACT FROM PUBLISHER]

Recently marketing has witnessed an explosion of interest in creating and maintaining relationships. It is widely being heralded as a revolutionary new way of responding to markets. But has this "new" method been explored or practiced before? Undertaking an early century literature review, the author uncovers evidence that writers and practitioners of 1910-1935, contrary to current belief, incorporated relational methods and espoused a relationship philosophy. Results indicate that relational selling was not only practiced for the benefit of the seller, but was also for the customer and the relationship. Conclusions about why relational selling dissapeared only to resurface again at the end of the twentieth century are put forth. [ABSTRACT FROM PUBLISHER]

Public relations scholars who have adopted a relationship management perspective have reported that the relationship that exists between an organization and key public members influences key public member perceptions, attitudes, evaluations, and behaviors. Scholars argue that in the relationship management perspective, the role of the public relations practitioner is to support and manage organization-public relationships, not simply transfer information. However, the practice of public relations more typically employs traditional mass communication models rather than true relationship principles. The current investigation extends the axioms of interpersonal communication to an organization-public context, finding that many of the concepts, when adapted slightly, are applicable to an organization-public relationship. Understanding the axioms of organization-public relationship communication should help practitioners develop a clearer conceptualization of the role that communication and relationships play in organizational functioning, and lend more credence to the notion of public relations as relationship management. [ABSTRACT FROM PUBLISHER]