Communications planning: Integrated communications

 

WARC Online's US editor Geoffrey Precourt reports from the Association of National Advertisers annual Masters of Marketing Conference on the address given by Joseph V. Tripodi, Coca-Cola's chief marke ...

The 'inside-out' approach used in this paper describes the implied educators' perceptions of integrated marketing communication (IMC). From an analysis of 87 IMC course syllabi from six countries, and ...

The 2008 ANA Integrated Marketing Survey suggests that marketers, while not displeased with their agency partners, see room for improvement. When they were asked to name an agency's most vital skill f ...

Most marketers are wholeheartedly embracing the concept of integrated marketing, but championing, crafting, and executing integrated programs successfully can be a struggle. This article offers a rang ...

Despite some progress, major brand marketers are still struggling to fit emerging marketing disciplines and an increasingly complex media landscape into a comprehensive marketing program. This article ...

This paper describes a one-year project that was carried out to understand the effectiveness of the adidas 360° marketing and communication strategy developed in France before, during and after the 20 ...

Over the past three years the Newspaper Marketing Agency has carried out a £22m research programme to assess the effectiveness of newspaper advertising. Maureen Duffy and Anne Foster, from NMA, descri ...

This study examines IMC media use by advertising agencies from a perspective of how creative and media implementation effects impact the scope of media selected for campaigns. The study was based upon ...

This study presents a four-dimensional conceptualization of integrated marketing communications (IMC) and empirically develops its measurement instrument. The four dimensions not only encompass import ...

At first glance, an ad campaign and a homicide investigation share little in common. In this article, however, Rory Sutherland shows how the strategies used in the first 48 hours of a murder investiga ...

Discussion with Jeffrey and Bryan Eisenberg, authors of a recent book 'Waiting for Your Cat to Bark: Persuading Customers When They Ignore Marketing', showing how businesses can optimise increasingly ...

It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking. Yet market research often continues to survey consumers as if t ...

In a business-to-business context in the auto insurance industry, the synergistic value of the continuum of relational-transactional data in developing interactive Integrated Marketing Communication ( ...

Discusses the difficulties companies have in implementing integrated marketing communications and achieving media neutrality. Appropriate solutions differ for different companies, but all involve brea ...

Over the last three decades advertising and the context within which it occurs have changed beyond recognition. As the communications universe expands and society fragments, advertising has lost its t ...

Advertising and marketing is undergoing a seismic shift as new technology engenders social change, and transforms the way consumers view commercial interaction. This article argues that 'brand' advert ...

Advertisers spend millions of dollars on Super Bowl advertising. Are those ads part of larger campaigns? Specifically is the Web integrated with Super Bowl advertising? This study examined overall str ...

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, unt ...

John Wood, managing director of Beechwood, describes the slow beginnings of integrated marketing communications in the 80s, and the dramatic impact that advances in technology and on-line availability ...

Since the inception and formal conceptualisation of Integrated Marketing Communications (IMC) in the late 1980s, the concept continues to gain widespread attention and interest among academics and pra ...

In this edition of ‘Best Practice’ Roderick White looks at the logistics of integrated marketing communications (IMC). He considers who should be in charge, how best to structure a multi-discipline f ...

Neil Fox, founding partner and planning director at TDA, argues that a framework is required to make the most of integrated marketing communications. He proposes a ‘hierarchy of engagement’ to determ ...

Fred Bronner and Stephan van Velthoven describe The Dutch Media Experience Study, conducted by VeldKamp and TNS NIPO. The survey collected data on how consumers perceived the ‘experience’ for some 5 ...

Tony Regan, founding partner of Nylon (WPP’s specialist communications planning business), reviews cross-channel research from a planner’s point of view. Using the Account Planning Group’s book ‘The ...

Tom Woodnutt and Fiona Jack, Green Light International, discuss the future of TV advertising in an era when consumers seem to resent advertisements and have the means to avoid them (the empowered cyni ...

In this introduction to Admap’s focus on Channel Planning, Roderick White pulls together the (recent) developments in communications planning, such as the neutral media mix, integrated communications, ...

Measurement of the impact and effects of advertising and other forms of marketing communication have been long-time goals of most marketing organisations. In this article, the authors review three bas ...

This piece introduces six articles focusing on developments in market research. The key issues facing the industry are seen as: internet and on-line research, new observational and ethnographical tech ...

This introduction to five articles focussing on non-traditional communication channels (Beyond media focus) discusses how the pressure for media neutrality has brought about truly integrated marketing ...