Integrated Marketing Communication To Build Brands - Essay Example

Integrated Marketing Communication To Build Brands Literature Review Table Author & Year of Publication Focus (Theme) Methodology & Sample Size Empirical or Conceptual or Case Study Findings / Contribution Key Outcomes / Applications / Ideas Summary of Research Results Note (Limitations) Archer (2008) Reviews the struggles to integrate communications across the organization Exploratory study was done to determine the key barriers to IMC. An IMC campaign was designed to attract nurses in a large hospital Case Study Approach The barriers or hurdles to implementing IMC campaign were sub-cultures, defensive argument, resource and time constraints and also discomfort for hospital staffs Key empirical finding of the research was that ‘flexible integration’ is much more feasible that controlled IMC Despite all the hurdles of implementing IMC, flexible approach can solve the problems A more in depth study of organizational situation instead of case study approach could be done Wonglorsaichon & Sathainrapabayut (2008) To examine the impact of IMC program on brand equity and perception In the study, Likert scale was used for evaluating brand equity and brand perception of baby accessory products. Sample consisted of 400 working moms in Bangkok, Thailand having one baby. They were surveyed through questionnaires Empirical Approach Study showed that working moms aged 26-32 years were the highest contributors at 49.3%, professional workers of office at 49.5 %. Study results found that the key aspect of brand perception is easy to clean factor with innovation at the second position and variety at the third. In case of brand equity, study showed that working moms have good attitude towards it The most important factors of brand perception are perceived quality and awareness, while for brand equity, it is good attitude and acceptability The sample size could have been more as there are a lot of working moms in Thailand Sisodia & Telrandhe (2010) To concentrate on the materialization of IMC with special focus on its scopes and challenges Present scope of IMC in organizations have been described with respect to Indian context where this is an emerging topic, i.e. Indian context is the sample in the research Conceptual Approach Findings showed that IMC is an efficient draw on of promotional tools for communicating a universal message to the target audience IMC can perform the best to deliver value to customers if used as an unit Value is the most desirable benefit towards customers and IMC can be the best tool for enhancing brand value Instead of using a conceptual approach, empirical approach could have provided more exhaustive results Gould (2004) To illustrate the status of IMC in the present world Previous critical-theoretical perspective of IMC presented by Kitchen, Brignell, Li and Jones have been re-analyzed in the paper Conceptual Approach Analysis showed that for understanding IMC from a theoretical perspective, all the dimensions of it has to be critically reviewed and then only a more generalized theoretical view can be obtained An in-depth theoretical understanding of IMC leads towards obtaining exercise of IMC in diverse situation Understanding and application of IMC from a theoretical point of view can offer a new dimension to its implementation Implementing the theoretical findings with a practical point of view could have provided better understanding of the concept Kitchen, Phillip J., Brignell, Joanne, Li, Tao & Jones, Graham Spickett (2004) To critically analyze the development process of IMC, to analyze its role on marketing communications, to identify barriers to it and to review its present status A theoretical analysis of the concept of IMC has been performed on a global perspective Conceptual Approach Considering the global situation, analysis suggests that IMC has been recognized and accepted globally IMC has seen biggest development in the last decade with its devastating role in marketing communication. The biggest barrier to its further development is cross disciplinary managerial skill. The research mentioned IMC to be in its stage 2 or 3. IMC has been widely accepted in the global organizational environment, besides bearing all the pros and cons Certain conceptual issues identified in the theoretical framework needs further exploration Kliatchko, Jerry (2008) To redefine the concept of IMC The paper discussed certain pivotal issues dealing with the issue of IMC development Theoretical Framework (Conceptual) The research paper identified four pillars of IMC: stakeholders, content, channels and results The pillars of IMC identified has been coordinated with the levels of it The overall findings of the research states that even in the present decade, definitional and conceptual approach towards the IMC concept is essential A more in depth analysis could have made the theoretical framework more appropriate Luxton & Reid (2007) To find relationship between IMC, market orientation (MO), learning orientation (LO), brand orientation (BO) and brand performance 1000 questionnaires were mailed to 1000 organizations in Australia Empirical Approach MO has a direct positive relationship but LO do not have the relationship. Again BO has the relationship Both IMC and BO have a direct positive relationship with brand performance IMC has a significant role to play in promoting performance of brand in the market Conceptual approach redefining and supporting the empirical relationship could have been done Laric & Lynagh (2010) Role of IMC in sustainability marketing Based on operations of various firms and organizations, the ways as to how they tackle challenges by IMC Conceptual Approach Role of sustainability is very essential in organizations and IMC plays an effective part in enhancing it The key focus of the research was on sustainability and it has been marked as an important concept for organization Both sustainability and IMC are important for organizations as they are correlated A more in-depth analysis could have made the findings more viable Nicholls & Schimmel (2010) To examine linkage between IMC and revenue generation Earlier literatures about IMC have been analyzed and propositions formulated and model has been developed Conceptual Approach Internal marketing has an important role to play in organizations for generating revenue Internal marketing enhances the relationships among brand orientation, market orientation and IMC Both internal marketing as well as intra-organizational marketing in the form of IMC are important for organizational performance Propositions once developed are better evaluated by empirical approach Tuominen & Et. Al. (2009) To examine effect of customer and competitor orientation and inter-functional coordination on brand orientation that in turn affect brand performance in SMEs Hypothesis was developed and questionnaires were mailed to 4502 SMEs in Finland regarding the topic Empirical Approach Customer orientation along with inter-functional coordination has an effect on brand orientation but competitor orientation does not have the relationship The constructs of IMC has a direct impact on the brand performance Brand orientation and market orientation are directly related to positive performance of brand More focus on the core concept of IMC should have been made Perkins & Alfren (2010) To focus on the concept of IMC as a relationship-building strategy Random sample of communicating professionals from 1000 non-profit organizations were selected and quantitative online survey was conducted Empirical Approach Majority of the participants viewed relationship building as an important strategy for organizations Elements of IMC like database marketing, listening and face-to-face communication are directly related to significant organizational relationship building IMC has a direct and positive role to play in relationship building strategy of organizations Use of IMC in non-profit organizations could have been more effectively demonstrated Camano (2006) To focus on careful coordination of techniques of IMC Data had been gathered by interview and surveys at company level targeted to junior, middle and senior managers Empirical Approach Advertising, fulfillment of consumer’s expectations and brand’s evaluation are the most important aspects of a brand’s success Executives believed advertising to be the best tool for marketing whereas, seniors believed the best tool is direct sales Tools of IMC has to be effectively used for sustaining growth in market Roles of other promotional tools could also have been demonstrated Kulluvaara & Tornberg (2003) To examine role of IMC in tourism industry Research has been conducted by exploring, describing and explaining the ways how IMC is used in tourism industry Case Study Approach Though all the tools of IMC are implemented, there is no formal way of designing IMC strategy The most important factor in designing IMC is the competitor’s outlook Designing of IMC strategy is a phenomenal utilization of organizational understanding Scope is very limited as only one company can be analyzed in case study approach Schultz (1996) To find the drivers of IMC Using models related to IMC and focusing on a theoretical aspect, the drivers were recognized Conceptual Approach Shifting technology and advertising concepts are the most important drivers of IMC Integration is not only desirable in organizations but also it is inevitable Integrating marketing tools and technique leads the organization to higher position in market A critical analysis of the tools of IMC could have made the research viable Fehrnstrom & Rich (2009) To find the drivers to the efforts of IMC To find the drivers to the efforts of IMC Conceptual Approach Findings showed that there is no particular channel of IMC that can dominate the consumer’s experience There are several ways through which information is received by consumer that influences their purchasing decision Marketers need keep on exploring ways that that best enhance the consumer’s decision of purchasing as their can be no specific one An empirical approach towards evidencing the findings of previous survey could have provided new dimension to the present research References Archer, C., (2008). Integrated Marketing Communication: What Are The Barriers To Integration? Abstract. Retrieved Online on January 01, 2011 from http://www.anzmac2008.org/_Proceedings/PDF/S01/Archer_S6%20S1%20P1.pdf Camano, J., (2006). Branding As a Communication Tool Creating a Branding Plan for Medicare Y Mucho Mas in Puerto Rico. Brigham Young University. Retrieved Online on January 03, 2011 from http://contentdm.lib.byu.edu/ETD/image/etd1346.pdf Fehrnstrom, M. & Rich, D. M., (2009). Using Events to Drive an Integrated Marketing Model. Inventing the Future, Honoring the Past. Retrieved Online on January 06, 2011 from http://webcache.googleusercontent.com/search?q=cache:GnD6zKhsPQcJ:jimc.medill.northwestern.edu/JIMCWebsite/2009/Events_Drive_Integrated_Marketing_Model.pdf+Journal+of+IMC,+2009&cd=6&hl=en&ct=clnk&gl=in&client=firefox-a Gould, S. J., (2004). IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift. Journal of Advertising. Retrieved Online on January 01, 2011 http://journals.cambridge.org/action/displayFulltext?type=1&fid=216390&jid=JAR&volumeId=44&issueId=01&aid=216388 Kitchen, Philip J., Brignell, Joanne, Li, Tao & Jones, Graham Spickett, (2004). The Emergence of IMC: A Theoretical Perspective. Journal of Advertising Research. Retrieved Online on January 01, 2011 from http://journals.cambridge.org/action/displayFulltext?type=1&fid=216372&jid=JAR&volumeId=44&issueId=01&aid=216370 Kliatchko, Jerry, (2008). Revisiting the IMC construct. University of Asia and Pacific. Retrieved Online on January 01, 2011 from http://www.favaneves.org/arquivos/kliatchko-revisiting-the-imc-construct.pdf Kulluvaara, C. & Tornberg, J., (2003). Integrated Marketing Communication and Tourism. Lulea University of Technology. Retrieved Online on January 03, 2011 from http://epubl.ltu.se/1404-5508/2003/138/LTU-SHU-EX-03138-SE.pdf Luxton, S. & Reid, M., (2007). IMC, its Antecedents and Brand Performance. Abstract. Retrieved Online on January 01, 2011 from http://conferences.anzmac.org/ANZMAC2007/papers/SLuxton_1.pdf Laric, M., V. & Lynagh, P. M., (2010). The Role of Integrated Marketing Communications in Sustainability Marketing. University of Baltimore. Retrieved Online on January 03, 2011from http://asbbs.org/files/2010/ASBBS2010v1/PDF/L/Laric.pdf Nicholls, J. & Schimmel, K., (No Date). IMC and Internal Marketing. Introduction. Retrieved Online on January 03, 2011 from http://www.roanoke.edu/business/SEINFORMS%202009%20-%20Proceedings/proc/p090511007.pdf Perkins, A. & Algren, M., (2010). The Use of Integrated Marketing Communications by U.S. Non-profit organizations. Introduction and Review of Literature. Retrieved Online on January 03, 2011 from http://people.ku.edu/~dguth/NP-IMC.pdf Schultz, D. E., (1996). The Inevitability of Integrated Communications. Northwestern University. Retrieved Online on January 03, 2011 from http://skylab.mbaedu.cn/IMC/Articles/The%20inevitability%20of%20integrated%20communications.pdf Sisodia, S. & Telrandhe, N., (2010). Role of Integrated Marketing Communication in Modern Indian Business. Researchers World. Retrieved Online on January 01, 2011 from http://www.researchersworld.com/vol1/Paper_13.pdf Tuominen, S. & Et. Al., (2009). Market Orientation, Brand Orientation and Brand Performance in SMEs: Related Constructs. Abstract. Retrieved Online on January 03, 2011 from http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-249.pdf Wonglorsaichon, P. & Sathainrapabayut, P., (2008). Brand Perception & Brand Equity of Baby Accessory Products in Working Moms’ Perspective. International Review of Business Research Papers. Retrieved Online on January 01, 2011 from http://www.bizresearchpapers.com/Paper-26new.pdf Bibliography Binnie, C., (2008). Constructing University Brands through University Research Magazines. University of Ottawa. Retrieved Online on January 03, 2011 from http://www.urma.org/documents/University%20Brands.pdf David, B., (2005). Brand Strategy and Integrated Marketing Communication (IMC): A Case Study of Player’s Cigarette Brand Marketing. Journal of Advertising. Retrieved Online on January 03, 2011 from http://www.allbusiness.com/professional-scientific/advertising-related-services/860632-1.html Downloadit, (No Date). Brands and IMC. Free-Files. Retrieved Online on January 03, 2011 from http://www.download-it.org/free_files/0dbd1c1b0b5ade4aac8bdf104d94c4b7-Pages%20from%20Chapter%202%20Brands%20and%20IMC.pdf Ebren, F., (2006). Impact of Integrated Marketing Communications Programs in Enhancing Manager and Employee Performance. International Conference on Human and Economic Resources. Retrieved Online on January 03, 2011 from http://pdfcast.org/pdf/impact-of-integrated-marketing-communications-programs-in-enhancing-manager-and-employee-performance Leslie, D. C. & Malcolm, M., (2003). Creating Powerful Brands. Commentaire. Retrieved Online on January 03, 2011 from http://www.lavoisier.fr/notice/frOKOOS6AIXOSALO.html Madhavaram, S. & Et. Al., (2005). Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions. Journal of Advertising. Retrieved Online on January 03, 2011 from http://mesharpe.metapress.com/app/home/contribution.asp?referrer=parent&backto=issue,6,10;journal,20,31;linkingpublicationresults,1:110658,1 Martin, D., (2010). Overview of Integrated Marketing Communications. Learning Objectives. Retrieved Online on January 03, 2011 from http://www2.hawaii.edu/~drmartin/mkt313/note/intro.htm McDonald, R. E., (2005). Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions. Journal of Advertising. Retrieved Online on January 03, 2011 from http://www.allbusiness.com/management/860631-1.html Roth, (1995). Globalization versus Standardization: Research Propositions Examining Global Marketing Strategy on Firm Performance. Business. Retrieved Online on January 03, 2011 from http://www.roanoke.edu/business/SEINFORMS%202010%20-%20Proceedings/proc/p100513002.pdf Schultz, D. E. & Schultz, H. F., (2011). Developing Next Generation Integrated Market Communications. Professional Development. Retrieved Online on January 03, 2011 from http://isbm.smeal.psu.edu/professional-development/developing-next-generation-integrated-market-communications Sirikit, A., (No Date). Integrated Marketing Communication. Scribd. Retrieved Online on January 03, 2011 from http://www.scribd.com/doc/33732294/IMC Thorson, E. & Moore, J., (1996). The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda. Concept. Retrieved Online on January 03, 2011 from http://spot.colorado.edu/~moriarts/synergy.html Read More