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The current research has been done with the aim of presenting the integrated model of marketing public relations with the approach of integrated marketing communications for service institutions. Therefore, a combined and two-stage approach was used. In the first stage of the research, the foundation's qualitative data method and the Glazer approach were used, and the required data were collected using the interview tool. The studied statistical population includes all experts and professors with university experience in the field of the research topic, and 14 of them were selected purposefully and after reaching theoretical saturation. The results of this phase of the research showed that we can select six important categories and components under the headings: forming a think tank, identifying the environment and market research, identifying and classifying audiences, planning communication messages and setting goals, using integrated marketing communication tools and We will extract performance measurement and evaluation in four separate environments from each other. Pairwise comparisons with the AHP sequence analysis method in the second phase of the study also indicated that from the experts' point of view, forming a think tank (with weight of 31%), identifying the environment and market research (with weight of 22%) and identifying and classifying the audience (with weight of 17%) are the first three important components that should be considered more in the integrated approach of marketing public relations and integrated marketing. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to investigate the factors that influence millennial purchase behaviour, brand choice and distribution channel selection in an evolving technology-driven environment. Design/methodology/approach: The study was exploratory, using qualitative methods of personal interviews and some ethnographic observations to collect data from 585 millennials from ten cities in nine African countries. Findings: Findings from the study confirm and support the critical role of e-commerce in facilitating millennials engagement with brands, highlighting how brand purchases are integral to their lifestyle choices. There is an overwhelming confirmation of the importance of influencer marketing and social media in shaping purchase decisions, with new insights into the role of local micro-influencers and social networks. The findings from the study highlight the pivotal role of a brand's country of origin in influencing millennials' brand preferences. The study supports and advances insights into the importance of online shopping and diverse factors influencing millennials' selection of distribution channels. Practical implications: There is an opportunity to leverage the growing mobile telephone penetration and social media usage to develop innovative integrated marketing communications strategies. There are opportunities for co-creating marketing communication campaigns with millennials in different settings. These are outlined in the practical implications section. Originality/value: The paper is based on original empirical data collected from ten countries and explores the behaviour of a growing but under-researched segment of millennials in Africa. [ABSTRACT FROM AUTHOR]

Reaching communication consistency across online channels like websites and social media is pivotal for international brands (IBs) in their effort to internationalize their recognition. This study investigates whether and how IBs integrate communication across two online channels in different countries in terms of adaptation and standardization approaches. We perform a content analysis of the websites and Instagram pages of 75 IBs to analyze their integrated marketing communication strategies deployed in two markets: Russia and Italy. This study reveals that IBs may adopt one of the four strategies when considering the design and content of the website and social media simultaneously: (1) standardized convergence, (2) adaptive convergence, (3) mixed convergence, and (4) cross-media divergence. Strategies are described across macro elements developed through a novel fine-grained framework. We discuss our results by exemplifying how communication consistency is reached across identified strategies. With this study that simultaneously analyzes the website and social media communication strategies of IBs, we contribute to the marketing communication literature by conceptualizing key global integrated online marketing communication strategies. In closing, we provide several managerial implications and recommendations for further research on this topic. [ABSTRACT FROM AUTHOR]

Recent marketing literature suggests that brand orientation is an alternative concept for the public health because it is believed to address the shortcomings of market orientation. Brand orientation is specifically of interest to the sector of healthcare, due to the complex nature of the sector. The purpose of the study described in this paper was to find out what the possibilities are of brand orientation for local healthcare providers. The study shows that brand orientation is relevant for physical therapy primary healthcare organizations (PTPHOs), but is not always adopted effectively. PTPHOs are strongly focused on the patient as the only stakeholder. A more powerful option would be to choose a brand positioning strategy for all relevant stakeholders. PTPHOs have to design integrated marketing activities to encourage consumers directly to use our products/services, and to encourage suppliers, distributors, and other key stakeholders to promote our products/services to consumers. In order to safeguard their role and position in the context of community care for the future, the PTPHO is challenged to become more active and more visible, and must collaborate more with other (healthcare) professionals in the community, broaden their services, and focus more on the (future) needs of the citizen. [ABSTRACT FROM AUTHOR]

The issue of product and brand especially in the way these two terms are used by non-brand communication individuals have always been a source of debate, to many average consumers they are the same in as much as they can point to an item on display and have it after payment whether they call it product or brand. But for marketing and brand communication professionals, product and brand are not the same because product comes first and after a period of nurturing and support by integrated marketing communication efforts it then becomes a brand. A product is an idea that is designed to meet the yearning and needs of the consumers and it remains so until it is accepted. This acceptance will be made possible if the product is able to prove itself to the level that her market promise is fulfilled. This is when the product will be able to develop emotional bond and feelings with consumers. Feelings is emotional, and when it is combined with communication efforts in support of a product then it transcends into a brand. Branding is the effective way of using colour, logo, symbol and slogan built around a product and organization to create good impression for both the product and the organisation. Positioning is a marketing concept that help identifies the position of a brand in the mind of a customer, and this is determined by the way the brand has been continuously presented to the customer. Marketing communication tools like public relations, advertising and sales promotion are used to promote goods, services and institutions to the identified publics. Each of these tools can be used at a time or simultaneously in other to achieve maximum result. Just like product, a university can also be viewed as a product that can be transformed from product to a brand using the necessary brand communication tools. This paper examined how Veritas Unversity as a product have made progress in becoming a brand vis-à-vis how other identified universities internal and external communication efforts has taken them to a brand position; it examine the efforts of Veritas university Abuja make progress from a product status to that of a brand and what to do in order to attain a strong brand status. [ABSTRACT FROM AUTHOR]

In the current digital era, marketers are presented with fresh challenges and prospects when it comes to promoting their products or services. Electronic Integrated Marketing Communications (E IMC) emerges as a marketing approach that leverages electronic media to captivate customers and facilitate their engagement with brands through digital platforms. This piece underscores the significance of E IMC for both marketers and consumers, while delving into its influence on firm sales. Additionally, the study seeks to pinpoint the disparities between traditional IMC and EIMC methodologies. It also delves into the diverse forms of E IMC, their efficacy, and their impact on firm sales. The research methodology encompasses gathering data from a specific sample of Mobilis customers and subjecting it to analysis using various statistical tools and techniques. The study's discoveries will furnish marketers with valuable insights into the efficacy of E IMC in accomplishing marketing objectives. [ABSTRACT FROM AUTHOR]

The present study provides a comparative analysis of the media convergence of China Media Group and US Agency for Global Media to illustrate the increasing US–China rivalry in international communication. It yields the following tentative findings: Both have been undergoing rigorous development at the technological and operational levels of convergence to enhance international communication; both are made to show more explicit loyalty to its official ideology, and both have become more monolithic via convergence; both have integrated their broadcasting services for an increasingly integrated market of information and news; both seem to be weaponizing itself against each other to fuel rivalry in international communication between the two nations rather than deepening mutual understanding and cooperation for mutual good and global good. The two case studies reveal that media convergence has not been able to liberate journalism from nationalistic constraints and transform it into an instrument to spawn new ideas and disseminate high-quality information and news for global public good. [ABSTRACT FROM AUTHOR]

Copyright of Accounting & Financial Studies Journal is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In an era where consumers are inundated with advertisements from all corners, influencers have become a beacon of trust thanks to their authenticity and relatability. This trust can shape consumer behaviour, fuel engagement and, ultimately, drive purchasing decisions that positively impact the entirety of the marketing funnel. This paper discusses the current state of influencer marketing, with a particular focus on the role of trust. Drawing on extensive research conducted by IZEA, it explores how influencers are reaching on impressive 83 per cent of adults ages 18 to 60 years, why consumers find influencer content more compelling than traditional manufactured advertising and how trust in influencers is reshaping integrated marketing strategies. [ABSTRACT FROM AUTHOR]

Copyright of Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) is the property of Dinasti Publisher and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper investigates the impact of natural gas pipeline congestion on the integrated gas–electricity market in Peru, focusing on short-term market dynamics. By simulating congestion by reducing the primary natural gas pipeline's capacity, the study reveals significant patterns in production costs and load flows within the electrical network. The research highlights the critical interdependencies between natural gas and electricity systems, emphasizing how constraints in one network can directly affect the other. The findings underscore the importance of coordinated management of these interconnected systems to optimize economic dispatch and ensure the reliability of both gas and electricity grids. The study also proposes strategic public policy interventions to mitigate the financial and physical impacts of pipeline congestion, contributing to more efficient and resilient energy market operations. [ABSTRACT FROM AUTHOR]

Despite the prominence of the BRICS bloc, little attention has been given to their stock market co-movement. This study investigates the time- and frequency-varying integration of the BRICS stock markets including new BRICS + members with active markets. We explore whether market integration is driven by common exposure to global factors using the DCC-GARCH model and wavelet coherence. Results show that removing global influences reduces variation, range and, for some country pairs, magnitude in correlations. The markets of India and Russia are most integrated with other markets in the bloc, while the markets of China and Brazil are most segmented from others in the bloc. New BRICS members, Saudi Arabia, Egypt and the United Arab Emirates, exhibit strong integration with some original bloc members. Crisis impacts are more systemic rather than specific to market linkages, with stable co-movements after filtering returns. Wavelet analysis shows that most integration between markets occurs over longer horizons. These findings have implications for portfolio construction and policymakers tasked with financial stability. [ABSTRACT FROM AUTHOR]

Copyright of European Policy Analysis is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: Small and Medium Enterprises (SMEs) play an important role in the Indonesian economy, yet their marketing performance remains low due to various interrelated causal factors. This study aims to explore the Hexa Helix as an independent variable that affects the marketing performance of SMEs producing food products for souvenirs, with product innovation and integrated marketing as mediating factors. Methodology/Approach: Data were collected from 448 respondents, who are owners and managers of SMEs in Malang Regency. Data were analysed using WarpPLS due to its flexibility in analysing mediating variables. Findings: The results showed that the Hexa Helix significantly and positively affects the marketing performance of food SMEs for souvenirs. Research Limitation/Implication: This study did not analyse the interactions between helices but looked at the six components as a whole. Future research can reveal the role of each actor and their interactions that determine the important role of the hexa helix. The implications for integrated marketing strategies for SMEs. Originality/Value of paper: Previous studies placed the hexa helix or other helix as a moderating or mediating variable. This research places the hexa helix as an independent variable and proves that multi-stakeholders affect product innovation and integrated marketing in improving marketing performance. Category: Research paper. [ABSTRACT FROM AUTHOR]

Drawing on dynamic capabilities theory, the study aims to contribute to the existing literature by investigating the mediating role of integrated marketing communication (IMC) in the relationship between market orientation (MO) and customer-related and market performance. Specifically, it focuses on understanding how IMC operates as a strategic tool for small and medium-sized enterprises (SMEs) in the international environment. The research uses data from 422 SMEs and large firms in both developed and developing economies. Hypothesis testing was conducted using structural equation modelling (SEM). The results show that IMC, as a dynamic capability, enhances the positive impact of MO on customer-related and market performance in both developed and developing economies. The firm's size moderates this mediation effect; however, the moderation varies depending on the economy type. In the developing economy, IMC mediation is stronger for SMEs than large firms, whereas in the developed economy company size doesn't impact IMC mediation. This research contributes to the marketing communications and business management theory, particularly by expanding the knowledge of the unique context of SMEs in developing economies. The practical implications of the study are particularly relevant for SMEs managers operating in diverse economic contexts, providing actionable insights that can inform decisionmaking and marketing strategies for SMEs. [ABSTRACT FROM AUTHOR]

In the context of integrated energy systems, the synergy between generalised energy storage systems and integrated energy systems has significant benefits in dealing with multi-energy coupling and improving the flexibility of energy market transactions, and the characteristics of the multi-principal game in the integrated energy market are becoming more and more obvious, but it is difficult to improve the flexibility of the transactions between "source-load-storage" in a one-way master–slave game structure, and the problem of how to establish an optimisation strategy for the coordination of integrated energy systems and energy storage systems is an urgent issue. How to establish a coordinated optimisation strategy of integrated energy system and energy storage system is an urgent problem. Therefore, this paper proposes a generalised shared energy storage and integrated energy system transaction optimisation method based on a two-stage game model, which improves the flexibility of the system transaction by constructing a two-stage game energy transaction model in which the subject acts as a leader and a gamer. Compared with the current one-way game model that does not consider the game on the energy storage side, the coordinated optimisation method proposed in this paper enables the energy storage side to participate more actively in the scheduling, which improves its revenue by 20.6%, the revenue on the energy-using side by 6.3%, and the overall revenue of the system by 5.4%, and at the same time, the load demand response regulation effect is more obvious, so the energy scheduling strategy proposed in this paper is able to weigh the interests of each subject and increase the overall economic benefits of the system. [ABSTRACT FROM AUTHOR]

We argue that market forces shaped the geographic distribution of upper-tail human capital across Europe during the Middle Ages, and contributed to bolstering universities at the dawn of the Humanistic and Scientific Revolutions. We build a unique database of thousands of scholars from university sources covering all of Europe, construct an index of their ability, and map the academic market in the medieval and early modern periods. We show that scholars tended to concentrate in the best universities (agglomeration), that better scholars were more sensitive to the quality of the university (positive sorting) and migrated over greater distances (positive selection). Agglomeration, selection, and sorting patterns testify to an integrated academic market, made possible by the use of a common language (Latin). [ABSTRACT FROM AUTHOR]

This research aims to identify marketing communication channels used to develop social media marketing plans and appropriate implementation steps by d'Emmerick Hotel Salatiga, types and forms of content, and techniques for reaching hotel customer groups through conventional and digital social media marketing channels in the most efficient way. This research is a qualitative descriptive study. The results of the analysis show that the company has used conventional and digital marketing models, especially during and after the pandemic. Digital marketing media during and after the pandemic are more widely used, including the use of official websites, Facebook, Instagram, and TikTok, while YouTube was initially used but now prefers TikTok. Apart from that, WhatsApp is also used for personal relationships. The results of the SOSTAC analysis show that there is a development in the use of social media, especially Instagram, which has a high following, which allows for a real increase in site visits. [ABSTRACT FROM AUTHOR]

YouTube is in the 2nd position of social media that is often used in 2023 through the official We Are Social website. This is because people are starting to leave mass media to social media. Different types of video content are very popular and widely viewed, including funny videos, short films, infotainment videos, and more. This study was conducted to find out the factors behind Content Digital, Public Figure Self-branding, Celebrity Worship, and Audience Motivation. YouTube can now be used as a place for marketing strategies to increase brand image or purchases through Integrated Marketing Communication (IMC). Therefore, content marketing strategy involves creating content to reach the target market. Based on that customers connect with the brand to fulfill their requirements. This study was conducted on 278 participants with ages ranging between 16-25 years old. The data were collected by questionnaire. We find that the presence of sponsorship content on YouTube has an impact on attitudes towards YouTube influencers. The three elements of entertainment, information, and interference in sponsorship content on the YouTube platform play a role in shaping attitudes toward YouTube influencers. Influencers have the potential to provide concrete benefits to prospects and customers by presenting appropriate content. [ABSTRACT FROM AUTHOR]

Integrated Marketing Communication (IMC) represents a pivotal approach in contemporary business, emphasising the coordination and integration of various communication tools to achieve a coherent and consistent message. This research investigates how Croatian companies have integrated IMC into their marketing strategies within the Croatian business environment. The findings indicate a growing trend of adopting this integrated approach, with a primary focus on consistency, personalisation and effectiveness of IMC activities. A synergy between marketing communication channels and an emphasis on adaptable, innovative IMC strategies has been recognised. However, challenges such as inter-departmental coordination within companies and optimisation of IMC strategies are pointed out as areas that require further attention. Despite these challenges, Croatian companies recognise the importance and potential of IMC as a strategic tool to enhance their market visibility and competitive advantage. Considering the dynamism of the market environment, continuous innovation, education, and adaptation are crucial for achieving the long-term success of IMC strategies. [ABSTRACT FROM AUTHOR]

As a new era cognitive background connecting everything, the computer Internet all media era provides a new perspective for the operation and dissemination of cultural brands. Starting from the connection between multimedia and cultural brands, this article discusses how to operate cultural brands reasonably and efficiently. On the one hand, it focuses on the construction and dissemination of cultural brands themselves, with a particular emphasis on their brand cultural heritage and connotation, as well as the integration of multimedia resources for integrated marketing; On the other hand, the operational strategy needs further improvement, such as innovative operational concepts, balanced brand layout, and creating a differentiated advantage for the brand. In the context of the era of all media integration, cultural brands have created more comprehensive and three-dimensional media communication models in more diverse forms. Choosing cross media and multimedia for brand planning and operation is an inevitable choice. [ABSTRACT FROM AUTHOR]

Whilst the practitioner field around current student communications has developed in recent years, most published research still focuses either on prospective students, theoretical benefits of student communications or usage of individual channels of communication. This paper contributes to policy and practice by providing the first UK-wide look at current students' communications preferences and behaviours through a meta-analysis of 17 student communications surveys (total students surveyed 20,134). Results show that students expect their universities to utilise a range of channels (including email, social media and student portals) – i.e. an integrated marketing theory approach. Most students feel that they receive the right level of information; however, overall satisfaction with communications has decreased in recent years. This paper provides recommendations for practice, as well as a template to improve consistency in future institutional student communications evaluations. [ABSTRACT FROM AUTHOR]

This research critically evaluates Lululemon Australia's Integrated Marketing Communications (IMC) strategy, specifically focusing on its footwear category. Despite Lululemon's established success in yoga wear, the footwear segment lacks a cohesive IMC approach, evident from its absence in promotional efforts and launch initiatives. The analysis draws on the framework, emphasizing the importance of consistent messaging and comprehensive audience coverage. It highlights discrepancies in targeting and communication alignment, noting a predominant female-centric focus contrary to the intended unisex audience. Overall, the assessment underscores the necessity for Lululemon AU to strengthen its IMC strategy for footwear to effectively resonate with and engage its diverse target demographic. [ABSTRACT FROM AUTHOR]

The validity of purchasing power parity (PPP) between two economies implies goods markets of the two are well integrated. This is a pre-condition for further economic convergence. This study examines validity of the PPP between China and European countries. Since the functional form of the cointegrating relationship may not be exact or linear, we adopt the nonparametric rank tests for analysis, without prior specification of the functional form. We also address the rank problems that occur in multivariate rank tests. The results indicate strong support for nonlinear PPP relationships between China and European countries, especially during the second subsample period. This indicates China's rising economic power, particularly in the most recent decade. Although there have been disputes between China and Europe, these results suggest favorable prospects for closer economic cooperation between the two sides and the need for formulation of common policies to pursue an integrated market in the future. [ABSTRACT FROM AUTHOR]

This study aims to examine the influence of corporate culture and Integrated Marketing Communication (IMC) strategy on market performance in the banking industry, addressing an urgent need for enhanced competitiveness and adaptability in this rapidly evolving sector. Using the Partial Least Squares (PLS) based Structural Equation Modeling (SEM) analysis method, this research analyzes data collected through an online survey from various stakeholders in the banking industry, including marketing division managers and head office personnel with a minimum tenure of one period. The findings reveal that a collaborative culture has a significant positive influence on IMC implementation, while a control culture has a less significant impact. Moreover, effective IMC implementation enhances message consistency, interactivity, organizational alignment, and stakeholder-focused strategic focus, all of which contribute to improved market performance. This study provides critical insights into the importance of integrating supportive corporate culture and effective IMC strategies, highlighting their potential to significantly enhance market performance in the banking sector, thereby addressing the pressing challenges faced by the industry. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Social & Cultural Research (SKAD) is the property of Journal of Social & Cultural Research (SKAD) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Football Bowl Subdivision (FBS) bowl games represent a final opportunity for teams to showcase themselves in front of a national television audience. Capital One Bowl Mania, as branded by the broadcast network ESPN, is a signature event of college football, and the College Football Playoff national championship marks the end of the FBS season. During the 2019–2020 FBS postseason, ESPN owned the broadcast rights to 36 of the 41 FBS bowl games. Controlling nearly 90% of FBS bowl games, ESPN controls the representation of almost every broadcast bowl game. Informed by extant research on the now defunct Bowl Championship Series, this study looks for evidence of a hypercommercial media logic in the institutional field of FBS bowl games. Using a mixed-method approach, this paper investigates the reproduction of a sample of 18 FBS bowl game broadcasts and considers the extent to which the increased use of in-game graphics in broadcast production structures and practices reflects an hypercommercial media logic. [ABSTRACT FROM AUTHOR]

Stock time-series data has the characteristics of high dimensionality and nonlinearity, which brings great challenges to stock forecasting. Aiming at the impact of stock correlation and the prediction information contained in stock image features, we propose a long short-term memory model based on clustering and image feature extraction, named Kmeans-CAE-LSTM. Firstly, the Kmeans algorithm is used for stock clustering, where the most correlated stocks are found. Secondly, a convolutional autoencoder (CAE) is applied to extract stock price image features. Finally, the stock technical data and image features are respectively input into the double-layer long-term short-term memory network to predict the stock price of the next trading day. The empirical research results on 11 industries in China's stock market show that the hybrid model has achieved the best prediction effect, which further proves the predictive ability of stock image data and can provide investors with new ideas for stock prediction and asset portfolio. [ABSTRACT FROM AUTHOR]

Purpose: Integrated marketing communications (IMC) is possibly "the richest and most accessible service-learning experience" in the marketing curriculum (Petkus, 2000, p. 68). Yet, despite this recognition, scholars and practitioners continue to lament the pronounced theory-practice gap between how IMC is taught and the practice of it in industry (Schultz and Patti, 2009; Kerr and Kelly, 2017). This research embeds IMC practice within a classroom setting and subsequently explores student marketers' perceptions of their skill development through experiential client-based learning. Design/methodology/approach: An in-depth qualitative study demonstrates the value of integrating experiential learning within an IMC course, captured through students' reflective practice. Findings: Evidence suggests that experiential, client-based projects are suitable for fostering key practice-based skills in the classroom through students "experiencing" IMC at work. However, this is not always easy. In fact, building key skills such as leadership, motivation, communications, organisation and teamwork presents various challenges for students, whilst students appear unaware of other pertinent skills (e.g. persuasion, critical thinking) gained through exposure to "real-world" IMC tasks. Practical implications: Instructors adopting experiential learning in the marketing classroom have an opportunity to actively design tasks to embed key workplace skills to bridge the theory-practice gap. Client-based projects offer fertile ground for students to experience marketing in action whilst ultimately bolstering their confidence in their workplace skills. Originality/value: This research contributes to the marketing education literature and acknowledges the importance of embedding key workplace skills into the contemporary marketing curriculum. An overview of challenges and solutions for instructors seeking to adopt experiential learning via client-based projects in the IMC classroom is presented within this research. [ABSTRACT FROM AUTHOR]

The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is causing confusion within the industry, the academic world, and the classroom. This article addresses the need for more research on teaching social media marketing from a strategic perspective based on Integrated Marketing Communications (IMC) objectives. It explores the use of the Paid/Owned/Earned Media (POEM) framework as a form of engaged pedagogy and part of the Active Blended Learning framework. Adopting a Participatory Action Research (PAR) approach, 40 student applications of the POEM framework were analyzed, and the results indicate that it enables students to identify activities within an integrated campaign and their impact on the customer journey. These results were supported by a qualitative analysis of the views of three experienced educators in this field. It is proposed that the application of classifications, such as Paid, Owned, and Earned media, are more useful when teaching social media marketing within IMC than the classifications of Advertising and PR. [ABSTRACT FROM AUTHOR]

Purpose: The article discusses the plan of integrated marketing communication with an emphasis on designing a strategy for the brand X. Marketing communication is one of the key elements of strategic marketing, as it has a significant impact on the recognition and success of a company or brand. It should be emphasized that in the era of information technology, information overload, and increasing consumer demands, the concept of marketing communication is much more complex than simply informing target customers about the existence of a product or service. Methodology: The quantitative research was carried out using a survey questionnaire technique. For this purpose, we used a web-based 1KA survey sent via email addresses. Results: The survey determined (1) the level of general interest in alarm systems for the protection of residential, holiday, and commercial properties, (2) the level of awareness of brand X. We further identified (3) the target audience of the brand X, (4) the key message for advertising needs and (5) communication channels through which to address the target audience. Practical implications: The obtained results were our key guidelines in designing a marketing communication strategy for the brand X, aimed at improving the effectiveness of current marketing campaigns and increasing the sales of products under the selected brand. [ABSTRACT FROM AUTHOR]

In Integrated Marketing Communication (IMC), the power of synergy has been demonstrated across disciplines, media types, multi-platforms and multi-tasking and across the customer journey. However, this paper uses synergy to demonstrate how collaborative thinking can produce even greater value for IMC. Bringing together the insights of IMC leaders from the US, Europe, Asia and Australia, plus the collaboration of IMC academics in a thought-provoking ideation session, we harness the power of synergy to reimagine and reinvestigate IMC education. With all the changes in technology, business and consumers, it was felt that IMC needs to find a new direction and greater clarity of purpose. And perhaps this purpose is greater than communication alone. Maybe it is a management discipline. Or a fundamental part of university education as a core unit. Our vision for IMC was driven by its technology focus and customer-centricity. IMC is integrated, people-focused, and purposeful communication, based on management practice, and evidenced in academic research. Or as one participant described it, 'IMC rises from the ashes of other disciplines'. [ABSTRACT FROM AUTHOR]

Over the last 30 years, our understanding of Integrated Marketing Communication (IMC) and how to apply it has been slowly approaching a consensus. However, the same cannot be said about how to teach IMC. In particular, there seems to be an opportunity in exploring a well-established and up-to-date IMC planning framework that is catered towards teaching. This paper proposes a new IMC planning framework with the dual purpose of being useful for both teaching and industry practice, thus bridging a gap between industry and academia. The framework proposed here has the added benefits of synthesising the most important aspects of IMC, simulating industry conditions in an educational context, and being agile. [ABSTRACT FROM AUTHOR]

Purpose: Aligning corporate communications through different information sources is a great challenge for marketers, especially those operating in the tourism sector, which has been harshly affected by the recent COVID-19 pandemic. This paper provides a deep analysis of the implementation of seven basic principles of the integrated marketing communications (IMC) paradigm in a crisis situation. Design/methodology/approach: In-depth interviews with tourism and hospitality service providers were conducted in the fourth quarter of 2021 in Croatia, a destination that showed remarkable results in terms of the number of international tourist arrivals during the pandemic. Findings: Most firms successfully transitioned from tactical to strategic IMC implementation. Some problems were reported in the coordination of communication tools and channels. Whereas the use of digital technology was enhanced, database management did not receive sufficient attention. Message clarity represented the greatest challenge, while consumer-centric communication was the most neglected principle. Relationship building was pursued mainly through B2B rather than B2C communication, whereas brand equity development pursued through communication mix mostly focused on increases in awareness, perceived quality and attitudinal loyalty. Research limitations/implications: This research is qualitative in nature and provides opinions on IMC adoption from the managerial perspective only. Practical implications: This paper provides guidelines for the successful integration of marketing communications (marcom) in an extremely ambiguous and uncertain environment. Originality/value: The contribution of this work lies in the proposal of a new refined and expanded theoretical framework of IMC principles and numerous marcom strategies for operating during the COVID-19 pandemic, thus providing relevant implications for academia and industry. [ABSTRACT FROM AUTHOR]

Although virtual tourism (VT) has been touted as an effective alternative or transitional solution to tourism, few researches have been conducted on how to maintain and enhance visitors' satisfaction with it and how to translate positive sentiments into on-site travel intentions. This study proposes a conceptual model under the uses and gratifications theory and attachment theory. It aims to investigate the gratification factors that improve tourist satisfaction of VT and to determine the effect of attachment to virtual reality (VR), satisfaction, and loyalty on the intention to visit the destination recommended. To test the model, a sample of 624 respondents was captured and the PLS-SEM was used. The findings suggest that informativeness, entertainment, and social interactivity determine tourists' satisfaction, with entertainment being the most important factor. Attachment to VR has a significantly positive impact on improving satisfaction and transforming the uses and gratifications of VT into on-site visit intention. However, the positive impact of satisfaction with VT on on-site tourism intention reduces as the level of connection to nature increases. This study extends UGT theory and provides references for tourism practitioners and managers to enhance tourists' VT satisfaction and to advance tourism speedy recovery. [ABSTRACT FROM AUTHOR]

Copyright of Contaduría y Administración is the property of Facultad de Contaduria y Administracion-Universidad Nacional Autonoma de Mexico and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Hospitality & Tourism Issues (JOHTI) is the property of Journal of Hospitality & Tourism Issues and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study addresses PT. IZZM's struggle to sell power supply units (PSUs) despite success in motherboard sales. Recognizing the importance of PSUs in computers, the author proposes an Integrated Marketing Communication (IMC) strategy to enhance brand awareness and customer purchase intention within the competitive power supply market in Indonesia. Recognizing the growing significance of effective communication strategies, this study combines both quantitative and qualitative research methodologies to formulate a robust strategy tailored to the unique characteristics of the Indonesian market. The results of this quantitative research will provide valuable insights into the market dynamics and facilitate the development of targeted communication strategies. Complementing the quantitative research, the qualitative aspect employs indepth interviews to gain a deeper understanding of consumer perceptions, preferences, and emotional connections to power supply brands. Based on the findings from both quantitative and qualitative research, the proposed IMC strategy integrates various communication channels such as digital marketing, social media engagement, influencer collaborations, public relations, and traditional advertising. Special attention is given to cultural nuances and localized communication strategies to ensure resonance with the Indonesian target audience. This project aims to provide PT. IZZM with a strategic roadmap to enhance its market presence in Indonesia, fostering increased brand awareness and positively influencing customer purchase intention in the power supply segment. The combination of quantitative and qualitative research methodologies ensures a well-rounded and data-driven approach to inform the development and implementation of an effective Integrated Marketing Communication strategy. [ABSTRACT FROM AUTHOR]

Copyright of Revista Chilena de Derecho y Ciencia Política is the property of Revista Chilena de Derecho y Ciencia Política and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: Today, sports organizations have recognized the significance of their brand concerning their products and services. This study investigated the association between integrated marketing communications and brand prestige in the national olympic committee of Iran. Methodology: The research utilized a descriptive-correlational approach, employing structural equation modeling as the research method. The participants comprised all the 140 managers and specialists affiliated with the national olympic committee. Questionnaires on integrated marketing communication from Lee and Park (2007) and brand prestige questionnaires from Beak et al. (2010) were employed to collect data. SPSS26 and AMOS24 software were used to analyze data. Findings: The findings showed a significant positive relationship between integrated marketing communications and its influence on brand prestige. The path analysis results indicated that the effectiveness of individual communication in delivering a consistent message and creating a favorable impression, as well as strengthening communication with recent customers, had a considerable positive impact on the brand prestige of the national olympic committee. The coefficient of dimensions showed 33.6% of the total variance in brand prestige changes. The structural equation model results further indicated that integrated marketing communications had a significant positive effect on the brand prestige of the national olympic committee. Originality: Sports organizations must employ diverse and innovative communication methods to nurture customer relationships in today's evolving landscape. A well-designed marketing communication program should assist organizations in achieving this objective by reinforcing customer engagement through practical communication activities. [ABSTRACT FROM AUTHOR]

Copyright of Contaduría Universidad de Antioquia is the property of Universidad de Antioquia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: This research aims to explore the origin of tourism public relations (PR) in Thailand as practiced by the State Railway of Siam (SRS) prior to the Second World War when rail travel was still a new form of transportation in the country. Design/methodology/approach: The study approach is documentary research involving an in-depth examination of both published and unpublished documents of a special collection of the SRS archives conducted in a fact-based and descriptive manner. Findings: In the first half of the 20th century, a period of global economic uncertainty, the SRS performed the role of the government's PR division, with one of its important tasks being to promote travel and tourism in the country among both Thais and foreigners. The SRS incorporated the use of PR materials including advertisements, films, guidebooks, speeches, events, pre-arranged press activities and sales promotions in its activities. The current study explores the SRS's strategies employed in the creation of integrated and place communication campaigns to promote its train service and tourism throughout Thailand via its railway network. Research limitations/implications: The findings of the study reveal the PR efforts carried out by the SRS, which utilized a variety of communication tools in tourism promotion. This can lead to a better understanding of global tourism PR history and more specifically the development of tourism PR in Thailand and throughout South-East Asia. Practical implications: The results add to the body of knowledge of how integrated marketing communication, place branding and professional PR activities evolved in Thailand. Originality/value: The research fills a gap in the history of tourism PR and its relation to broader social and economic structures in Siam prior to the 21st century. It also reveals the little explored topic of how the railway engaged in historical path of PR practices and how they relate to a country's specific PR development outside of the highly researched U.S. context. [ABSTRACT FROM AUTHOR]

This article explores the impact of price and product quality on purchasing decisions for the Dharmasan 100 ml product at PT Perusahaan Perdagangan Indonesia. The study collected data from 55 respondents using questionnaires and found that both price and product quality have a positive influence on purchasing decisions. The research suggests that price and product quality variables account for 84.8% of purchasing decisions, with the remaining 15.2% determined by other factors not examined in the study. These findings align with previous research on the positive relationship between price, product quality, and purchasing decisions. [Extracted from the article]

Purpose – This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction). Design/methodology/approach – The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia). Findings – The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction. Research limitations/implications – The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry. Practical implications – This research suggests that three components of IMC should be applied together towards enhancing the customer’s positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service. Originality/value – The shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction. [ABSTRACT FROM AUTHOR]

Copyright of Black Sea / Karadeniz is the property of Black Sea / Karadeniz and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The paper discusses the problem of establishing the communication budget in one of the most active sectors regarding marketing communication, the banking one. Firstly, we highlight the particularities of communication in the banking sector, based on the results presented in the specialized literature. The functions of marketing communication and the communication process are applied to the specifics of banking institutions and the main communication models that banks can use are indicated, depending on the objectives pursued. Also, the main means of banking communication and how they can be associated with marketing objectives are synthesized. Based on diversification of the means of communication, we emphasized the attention that banks must pay to integrated marketing communication, a concept whose application contributes to the efficiency of communication at the level of each targeted category. In the second part, we addressed the methods that banking institutions can apply to size their communication budget and how the efficiency of its allocation can be evaluated. The data presented are based on the documentary study and the realization of a case study applied to the banking field in Romania. Although the results show that the banking sector in Romania is one of the sectors with the highest advertising expenses, the trends evidenced in terms of banking communication at a global level cannot be ignored, so Romanian banks will have to adapt their communication strategy and, along with this, how the communication budget is allocated. [ABSTRACT FROM AUTHOR]