Search

A study of collaborations in the publishing business in Ukraine. Analysis of the impact of cooperation between publishing houses on market competition and cultural aspects. One of the most effective and common ways to convey information about a brand and reach a target audience is collaboration, which combines the efforts of different companies or corporations to spread knowledge about themselves among fans and Internet users. Ukrainian publishing houses choose partners for collaborations based on several key criteria: shared cultural values, the possibility of mutual strengthening of brands, common goals, and values, and complementarity of products and audiences. Partnerships between publishers are based on combining resources and expertise to create unique products that capture audiences' attention. Successful collaborations allow publishers to expand their audience, strengthen their position in the market, and better meet readers' needs by combining partners' efforts and resources. Collaborations increasingly contain a clear self-identity, patriotic stance, and appeal to cultural heritage, and here, publishers have something to offer a variety of non-publishing brands. Collaborations in the publishing business are a phenomenon that allows publishers to effectively promote their brands, reach new audiences, and create unique book products in the competitive market. The perspective of further research may be the study of collaborations of publishing brands with authors, readers, influential people - influencers, research of the cooperation with business partners, such as bookstore chains or services Megogo, "Abuk", Librarium, Yakaboo, with organizers of festivals and contests, educational and training institutions, etc. Cooperation marketing and partner marketing as an interaction between the client and the company is still waiting to be studied.

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]

Special events provide organizations with an opportunity to communicate with their prospective customers: private businesses increase brand awareness and loyalty while state socio-cultural institutions pursue various social goals. However, event management as a research subject is shared by many sciences, from sociology to marketing. As a result, no separate science can offer a comprehensive understanding of processes and tools that allow organizations to impact their event visitors. The research objective was to conceptualize the social and communicative tools of event management from digital perspectives. The unified system reflects the multi-channel and time-consuming nature of event management as a total of interrelated impact tools and processes. The author used a systematic and structural-functional approach to conceptualize the social and communicative mechanism in event management. The result was verified against practical approaches specified by the local expert community of event managers. The paper describes the structure of the event-communicative mechanism, including influencing, input-conditioning, and output-correction. The research revealed an additional socio-communicative component, which is based on the properties of reference influence. The goal-setting tools proved to depend on the process in particular or their sets. Instrumental material / information technologies were classified in accordance with the social or communicative components and stages. The concept verification revealed a lack of actual managerial control and coordination of social and self-management processes.

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]

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.

Communication campaigns to encourage individuals to adopt social norms became a priority in the public sector due to the spread of COVID-19. For this, a content analysis of campaigns issued in English and Spanish for COVID-19 was carried out using Google as a search platform. Fifty-two campaigns launched in 17 countries throughout the year 2020 were analyzed, with a total sample of 504 messages. Research identified that the visibility of the desired behavior was the mechanism increasingly used by the different institutions to inform and persuade the acceptance of new social norms. The campaigns promoted awareness of the virus (descriptive social norms to follow), then they appealed to self-responsibility for contagion, and finally being able to deal with the frustration of confinement. It was identified that most campaigns were merely informative, and that testimony or cultural images were the styles least used. [ABSTRACT FROM AUTHOR]

The purpose of this study is to investigate media habits and integrated marketing communications; The culture of media consumption in the audience of special surgery centers in the cities of Sanandaj and Hamadan. In today's world, the media plays an irreplaceable role in shaping and guiding public opinion. Influenced by the media, the people try to give to the world around them and shape this meaning in the meaning of their attitude, value and behavior. The culture of consuming large media includes people's daily life and the differences in this field are individual, situational and structural characteristics derived from the type of society or its social situation. On the other hand, beauty has existed in human nature since the past. Appearance is an important part of a person's identity and in social situations it is immediately evident when dealing with people. A desirable appearance improves a person's perception of himself and gives him self-confidence, and because of this perception, communication and social activities are created at a more acceptable level. Cultural changes in many societies, as well as increasing people's concern about their appearance, lead to cosmetic surgery. The increasing desire to look younger and the better results of these treatments have caused the global appeal of skin and hair beauty services. With the advancement of digital technology, the business of skin and hair beauty services has also become popular. This research is applied in terms of purpose and descriptive in terms of method because the results of this research can enable active researchers in this field to use the given materials in the framework of their research projects. Also, the current research is descriptive-survey in terms of implementation. The current research is a case study from the point of view of data collection. Survey method has also been used in this research. According to the structure of the problem, the Analytical Hierarchy Process (AHP) method was used. After identifying effective media habits with the help of a questionnaire, it was modeled and priorities were determined. The final weight of each IMC strategy was determined and these strategies were ranked. [ABSTRACT FROM AUTHOR]

The main objective of the study was to identify the sources of integrated marketing communications and assess their impact on enhancing the quality of insurance services. The study aimed to provide proposals that contribute to understanding the relationship between integrated marketing communications and the quality of insurance services. The main research question addressed in this study was: Is there a statistically significant impact of the dimensions of integrated marketing communications on enhancing the quality of insurance services? To gather the opinions of the participants, the study employed a descriptive and analytical approach by utilizing both theoretical and field data from the surveyed company, which was the Iraqi Insurance Company operating in Baghdad Governorate. Several scientific research tools were employed to achieve the desired results. The primary data collection tool used in the field aspect of the study was a questionnaire. A total of 450 questionnaires were distributed to all employees of the surveyed company, and 427 valid forms were collected, resulting in a response rate of 93%. The collected data were analyzed using various statistical methods and tested using the SPSS (Version 26) statistical software. The study yielded several results, including the identification of a statistically significant positive effect of the dimensions of integrated marketing communications on enhancing the quality of insurance services within the surveyed company. [ABSTRACT FROM AUTHOR]

This paper evaluates the impact of business communications on the performance of companies and organizations and briefly outlines the history of the formation of the conceptual apparatus in the process of integrating integrated communications. Their role in corporate governance, as well as in the implementation of the ESG agenda in Russia, is considered. The relevance of the study is determined by the accelerated changes in the concepts of communication integration, the constant updating of forms, methods, tools and technologies, as well as the ambiguity of interpretations and the insufficient development of methodological approaches, which requires a new understanding of their content and implementation possibilities. The similarities and differences between integrated marketing communications and integrated communications are analyzed, the uncertainty in the use of these concepts is shown, as well as the distinctive features of the latter, which interact with all groups of stakeholders. The subject of the study is the system of relations in the process of interaction of companies and organizations with all groups of stakeholders. The purpose of the article is to show the advantages and possibilities of practical application of integrated communications, as well as new approaches to management strategizing. The article uses such research methods as content analysis of scientific periodicals, comparative analysis of semantic constructions of terms, study of practical experience in managing communications of companies and organizations, criteria and indicators for assessing their quality. The current trends in the development of integrated communications and their growing influence on the performance of companies and organizations are shown. The scientific novelty of the publication is justified by the author’s interpretation of the process of communication integration. The analysis showed that in the methods for compiling ESG ratings, the set of criteria for assessing the quality of block “G” is limited to the indicators of corporate governance codes. Therefore, the authors propose to expand this set using metrics for assessing the effectiveness of integrated communications management taken from the “corporate management” and “communications management” systems. The practical significance of the work is the opportunity to attract the attention of stakeholders to the problem of integrated communications and expand the horizon of their perception in theory and practice. Further directions of research may be related to the consideration of the characteristics of Russian communications practices in the business environment. Effective integrated communications can play a key role in the development of sustainable corporate governance in Russia.

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]

Creating a distinctive brand (employer, company, sports, etc.), achieving a corporate image and reputation as subsequent strategic processes require knowledge of key management activities. Considering educational institutions as a brand becomes a prerequisite for their successful adaptation to today's changing customer demands, highly competitive environment, and the specific conditions in which they operate. The purpose of this study is to analyze the initiatives related to the celebration of 80th Anniversary of NSA as a tool to maintain institutional brand loyalty. The objects of study are the means, PR activities including special events, celebrations, etc. that the institution uses to maintain its brand image. The qualitative methods "Case study" and structured interviews with experts in event organization as well as participant observation were used to implement the study. Based on the collected information, a typology of the events was made according to key criteria: according to the subject matter, according to the scale, according to the needs of the target audience, etc. In addition, a model for the implementation of integrated marketing communications related to the celebrations is outlined.

Commodity smuggling is a complex phenomenon with multiple dimensions, which is related to the hidden and underground economy on the one hand, and to social order, cultures, and attitudes on the other hand. In the conditions of the spread of Covid-19 as a global crisis, the complexity of the situation of goods smuggling has increased. Getting out of the situation of smuggling as an economic disease and a critical situation that is considered as one of the country's development challenges, requires coordinated and integrated measures, and the approach of integrated marketing communications can be used to deal with such challenges. Therefore, planning a systematic way out of commodity smuggling with the integrated marketing communication management approach (case study: Covid-19 outbreak crisis) was proposed for the first time.The present exploratory research was presented through semi-structured interviews of 12 experts and using the database theory and the Delphi method, conceptual model and appropriate theory, extracting 18 categories and 82 sub-components, content validity (0.71), retest reliability (77%), and reliability two coders (65%) were evaluated favorably and practical suggestions were presented by documenting organizational knowledge.It seems that in the crisis of the Covid-19 outbreak, planning through the management of integrated marketing communications can be used to prevent and get out of the situation of smuggling of goods towards the health of the business environment and economic development.Therefore, planning a systematic way out of commodity smuggling with the integrated marketing communication management approach (case study: Corona outbreak crisis) was proposed for the first time.The present exploratory research was presented through semi-structured interviews of 12 experts and using the data base theory and the Delphi method, conceptual model and appropriate theory, while extracting 18 categories and 82 sub-components, content validity (0.71), retest reliability (77%) and reliability Two coders (65%) were evaluated favorably and practical suggestions were presented by documenting organizational knowledge.Among the categories, "supporting legal trade while modifying and completing the business model" and "supporting production while modifying and completing the production and employment model" had the highest frequency. It seems that in the crisis of corona outbreak, planning through the management of integrated marketing communications can be used to prevent and get out of the situation of smuggling of goods towards the health of the business environment and economic development.

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 authors used a dual theoretical lens of self-brand connection theory and consumer culture theory, explored the brand-related outcomes of brand-based online community commitment within the context of its heterogeneous group culture. Such anti-brand communities propagate brand hate through speeches, conversations, derogatory remarks against the targeted brand. Keywords: Dark side; online communities; marketing; brand; culture; integrated marketing communications EN Dark side online communities marketing brand culture integrated marketing communications 241 244 4 09/05/23 20230801 NES 230801 The last two decades have witnessed significant contributions from scholars extending the literature on online brand communities (OBC's). [Extracted from the article]

This paper interprets and analyzes the innovative paradigm of creating and applying a strategic concept and approach to branding and brand communication. The modern business environment affirms the need for continuous research and analysis of current trends in business in order to create and implement efficient branding strategies, supported by a promotional mix of integrated marketing communication instruments. Branding strategies implemented through integrated marketing communication tools are fundamental to effective brand positioning and customer relationship management. According to the standards and values of the scientific-research public, the focus of interest of companies should be customers whose needs, attitudes and interests are distinctly sophisticated, which generates the need to adapt the corporate business process to the individual needs and expectations of each customer separately, which means that the content of the messages should be personalized to reach them and influence the creation or strengthening of brand awareness. Based on scientific knowledge, this paper, using analytical methodological research, confirms the correlation and proves that creating and implementing brand strategies using integrated marketing communication instruments is a prerequisite for successful brand positioning and sustainability of brand competitiveness. [ABSTRACT FROM AUTHOR]

Much organisational development occurs during times of crisis when answers and solutions are urgently needed. The objective of this article is to show examples illustrating that organisational listening on social media may take leaps from immature to mature mainly due to the pressure from stakeholders, not often as a strategic tool of integrated marketing communications (IMC) or public communications. The first example is from the late 2010s, when stakeholders were introduced to a direct route to brands made available through social media. Many unanswered customer questions suddenly became visible and were subsequently addressed. Similarly, the COVID-19 pandemic, as the second example, pressured organisations to respond to citizens' urgent concerns. These snapshots of development suggest that what matters for organisational legitimacy is understanding stakeholders' changing needs. This paper proposes that organisational listening – even in social media – should become a strategic function of organisations. Building on theories related to organisational listening, social media and IMC, this article argues for incorporating organisational listening as a strategic function into a model of integrated marketing and communications and/or strategic public communication. [ABSTRACT FROM AUTHOR]

The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterprises containing the following elements: advertising, sales promotion, personal sales, public relations, and direct marketing are determined. The necessity of introducing the latest technologies in this sphere is proved, since in the modern world of global computerization it is simply necessary to use modern technological resources, in particular the Internet, especially in such a sensitive and competitive industry. According to the results of the analysis and generalization of the study of Travelport company, which is one of the outstanding providers of electronic distribution services in the travel industry, a rating of marketing communications used in the tourism and hotel business is compiled. Based on the results of the study, the need for an integrated approach to the planning and implementation of communication processes, based on the consistency of actions of all means of marketing communications within a single strategy to achieve the set marketing goals, is established. As an innovative marketing communication instrument, enterprises of the tourism and hotel business are offered the use of integrated marketing communications (IMC), which are holistic communication systems and allow to cover all aspects of the marketing complex, which further contributes to the most effective action on the consumer. So, depending on the direction of activity, the availability of human resources and financial condition, the company chooses a way to present itself in social networks through the most effective communication instrument, tailored to suit the market needs

Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the development process, current hotspots, and future trends of IMC research. Moreover, it explores the characteristics and patterns of IMC research. First, this paper shows the annual literature volume, leading countries, journals, and authors in IMC research through bibliometrics. Then, five hot research topics are identified through keyword co-occurrence analysis, namely IMC theory and models, brand communication, media research, customer research, and marketing strategy. From 1991 to 2020, IMC research is divided into five phases, each of which is related to the enhancement of user interaction. Future IMC research will continue to be user-centered, and IMC research will continue with social media and branding, as well as research on other topics that can further enhance user interactions. This paper also finds that the characteristics of the concept of IMC itself lead to a constant renewal of its connotations, which is one of the reasons why scholars cannot reach a consensus on the concept of IMC. AcknowledgmentsWe thank Associate Professor Zhenkun Cui of Henan Institute of Science and Technology for his valuable comments during the writing and revision of this paper. The following research projects supported this study: (1) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZDJH-0099; (2) Henan Provincial University Humanities and Social Sciences Research Project No.2022-ZZJH-158; (3) Henan Province Social Science Planning Project No. 2021BZZ004; and (4) Xinxiang Social Science Federation Research Project No. 2021-167.

Regardless of the value of the products sold, marketing activities are an integral part of running a business. Without proper marketing, the business will not be able to achieve optimal sales. Today's businesses must incorporate marketing and business activities into their overall strategy for success. This is due to the fact that modern business attaches great importance to integrated marketing communications. Some businesses use a combination of ineffective and inefficient marketing communications that do not communicate their message properly to potential buyers or consumers. This results in a constant need for remarketing efforts by businesses to reach their intended audience. This study used a case study approach to collect data. It uses interviews with medium and small business owners to gather information regarding the importance of integrated marketing communications. In addition, he took inspiration from other research to gather information on the advertising strategies and approaches of Whole Milk SMEs. Upon completion, this study demonstrates the important role of integrated marketing communications in Whole Milk SMEs. It also reveals what marketing strategies Pure Milk SMEs are using and how they plan to further promote their brands. [ABSTRACT FROM AUTHOR]

Copyright of Muthanna Journal of Administrative & Economics Sciences is the property of Muthanna Journal of Administrative & Economics Sciences 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 Marmara University Social Sciences Institute / Öneri is the property of Marmara University, Institute of Social Sciences 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.)

Objective The aim of this study was to explain the impact of media on service quality and diversity based on the integrated marketing communication (IMC) approach. Raising awareness about the influence and role of media in integrated marketing communications highlights the importance of media management in organizations and companies. Moreover, it can prepare the ground for optimal management of intra-organizational media and optimal use of external media. Consequently, this study seeks to find an answer for the following question: “How Sepah Bank can manage the media in accordance with its marketing goals in order to help integrate marketing communications and influence the local audience in line with the bank's ultimate objectives. Methodology The present survey research is descriptive researches in terms of methodology and applied in terms of purpose. Interviews with the focus group was employed to extract the initial model; in addition, the structural equation modeling method and LISREL were implemented to assess the relationship between the components of the model. For this purpose, SPSS software was used. The statistical population of this study included all experts of central offices of Sepah Bank branches. Besides, 450 questionnaires were distributed among the experts of the central offices of Sepah Bank, and finally 410 questionnaires were analyzed. Eventually, qualitative content analysis method was use to investigate qualitative data. Findings According to the research model, the media can manipulate the diversity and quality of banking products through accessing news and reports about the activities of other local and foreign banks and also reflecting on public reports as well as scientific and educational articles in the field of banking services. Therefore, research hypotheses were approved, indicating the effect of media on the diversity and quality of service through providing information to the public. Conclusion Media management in organizations is not confined to advertising purposes to influence customers and increase sales. Instead, management and planning are implemented in order to make optimal use of educational functions, provision of information, and media monitoring functions. It is sought by targeting local audiences based on IMC approach to influence the quality and variety of services. Organizations can employ organizational media (organizational publications, websites, brochures, etc.), mass media (press, radio and television, etc.), and advertising media (environmental advertising, press advertising, radio and television advertising, as well as Internet advertising) to influence audiences both inside and outside the organization. As a result, we should conclude that intra-organizational and external media can have significant impact on the diversity and quality of banking services by means of purposeful reflection on the people’s problems, demands, and opinions concerning banking interactions, reflection on the activities and services of other domestic and foreign banks, reflection on the cybercrime and hacking, as well as reflection on educational and scientific articles in the field of banking services.

Integrated marketing communication (IMC) plays a key role in current marketing communications landscape and further empirical research is called for to examine customer perceived IMC. To fill this gap, this paper examines how customers perceive the IMC of two global brands (Coke and Pepsi). The aim is to shed light on the relationship between customer characteristics and the perceived level of marketing integration. Finite mixture models were applied to analyze the data and three types of customers were identified: 'friends', 'strangers', and 'flighty'. For both brands, consumers in the 'flighty' segment have the highest level of customer perceived IMC, which might be owed to this segment's exposure to a wider variety of media and communication messages. Managerial implications and future research directions are discussed. [ABSTRACT FROM AUTHOR]

The use of analytics data in digital marketing has had a profound impact on the way marketers create consumer relationships and how firms make decisions. However, the marketing analytics literature offers little guidance on how digital marketing analytics tools should be selected and leveraged in service to the firm's overall strategy. Foundational marketing theory and research concerning the origin of consumer value and the primary importance of the consumer decision journey to strategy formation offer a pathway to evaluating digital marketing tools and analysis in a strategic and theoretically sound manner. This paper builds on seminal marketing thought to propose a conceptual framework that places use of digital marketing analytics tools and channels in the context of a firm's marketing plan. The framework has diverse applications across many industries and platforms and can help markers avoid falling victim to digital marketing analytics myopia, even as evolving technologies and broader societal forces like the response to Covid-19 accelerate the digitalization of marketing. [ABSTRACT FROM AUTHOR]

New product and service introductions require careful joint planning of production and marketing campaigns. Consequently, they typically utilize multiple information channels to stimulate customer awareness and resultant word‐of‐mouth (WOM), availing of standard budget allocation tools. By contrast, when enacting strategic allocation decisions—which must align with other management imperatives—dividing expenditures across channels is far more complex. To this end, we formulate a multichannel demand model for new products (or services), amenable to analysis of inter‐ and intrachannel interaction patterns and with the WOM process, without building such interactions directly into the modeling framework. To address the notorious complexity of media planning over time, we propose a novel decomposition of the multichannel dynamic programming problem into two distinct "tiers": the strategic tier addresses how to allocate total expenditure across channels, while the tactical tier studies how to allocate the channel‐specific budgets (determined in the strategic tier) over time periods. This decomposition enables optimal media strategies to sidestep the curse of dimensionality and renders the model pragmatically estimable. Strategic tier analysis suggests a variety of novel insights, primarily that funds should not be allocated based on (relative) channel effectiveness alone but also systematically aligned with WOM generation. Specifically, each channel can face a "chasm‐crossing" threshold, abruptly transitioning the adoption process from lead‐users to mass‐market penetration. Moreover, the model provides actionable managerial insights into when, and which, channel interactions are synergistic versus substitutive. Specifically, a channel's interactions are governed primarily by its own "leverage" (potential demand impact) and the WOM‐based demand "momentum" (market penetration) it can generate, affording a novel basis for channel typography and firm action. The modeling framework is illustrated by examining camera sales for two media channels (free‐standing inserts and radio) and their effects over 28 months. We use Bayesian machinery to estimate a highly flexible diffusion‐based model, along with forecasts, media plans, and both theoretical and empirically‐based qualitative insights. [ABSTRACT FROM AUTHOR]