Jurnal "KOMUNIKASI PEMASARAN TERPADU" (Integreted Marketing Communication/ IMC ): April 2012

Rabu, 25 April 2012

WORD OF MOUTH AND VIRAL MARKETING: Taking the temperature of the hottest trends in marketing

by: Rick Ferguson

Published : Journal of Integrated Marketing Communications - 2010

ABSTRACT
Word of mouth or viral marketing efforts are not always a sure bet. But a well-placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in non-terminal new mediums like the Internet. Marketers must follow the Viral Commandments when creating a word of mouth campaign to ensure marketing resources are put to highest and best use. Focusing on identifying the consumer is a vital step to build advocacy. Viral marketing shouldn’t anchor a marketing strategy but when used effectively can be an important ace-up-the-sleeve. How much of an actionable response can be evoked and measured from viral and word of mouth campaigns? Testimonials and commentary from marketers practicing these methods and the pundits that attempt to gauge the effectiveness. This article studies examples of emerging marketing trends such as word of mouth and viral marketing, and attempts to determine their measurability in terms of return on investment.. . . . (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

-------------------------------

Butuh Artikel/Jurnal Lainnya ?, click di :

Understanding IMC in Emerging Markets: A study of the resources and marketing landscape of ten emerging markets

by : Sara Al-Hemaidi et al - 2011

Abstract:
The aim of “Understanding IMC in Emerging Markets” is to provide a Marketing Communications (MARCOM) framework infused with principles of integrated marketing communications (IMC), for marketing professionals entering or operating in emerging markets. Currently, multinationals and marketers are regularly met with failure as they ineffectively apply western principles to emerging markets. This study explores the dichotomy between the need for MARCOM guidelines by 80% of the world and the lack of available resources. Research focused on 10 countries spanning four regions: China, Egypt, India, Indonesia, Kenya, Morocco, Nigeria, Qatar, South Africa and Thailand. To provide a clearer picture of the current MARCOM landscape, this study compiles extensive data on key areas including: infrastructure and logistical systems, role of government and bureaucracy, development of media systems (both traditional and digital) and consumer behavior and consumption patterns. Additionally, in an effort to showcase marketing communication strategies taking place in emerging markets, this study includes an exploration of application by specific brands. . . . . . . . (baca_selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

Butuh Artikel/Jurnal lainnya ?, click di :

Selasa, 24 April 2012

Creative Strategy in Direct and Interactive Marketing and Integrated Marketing Communications Instruction

by : Susan K. Jones

DMEF 2008 Direct/Interactive Marketing Research Summit

Competitive Paper Extended Abstract

Professionals in direct and interactive marketing (DIM) and integrated marketing communications (IMC) have worked to reach a profitable balance between science and art as well as technique and creativity. At its best, DIM in IMC combines the freedom to explore new worlds of creativity with the discipline of measured response. This paper offers an overview of direct and interactive marketing creative strategy concepts, presented in ways that encourage effective teaching and learning. Specific examples of how the concepts can be presented in class using active learning are also provided.
Marketing educators should strive to provide students with the knowledge and skills needed for effective integrated marketing communications. Some marketing professionals express concern that graduates do not know how to execute theoretical concepts in practical situations. Thus an interdisciplinary approach that mirrors the IMC profession makes most sense. The key to managing that process in the classroom is to present IMC as a whole concept with several parts rather than distinct practices that get cobbled together to form an overall IMC plan.

Indeed previous research on effectively teaching concepts in IMC includes using a broad perspective (Scott, 2001) and an interdisciplinary approach (Everett, Siegel, & Marchant, 1999). However, a study on marketing curriculum and delivery found that in general, IMC is taught in a typical classroom lecture environment without utilizing active learning (Schultz, Kerr, Kim, & Patti, 2007). Active learning enriches the classroom experience and has a positive impact on student outcomes (Drea, Tripp, & Stuenkel, 2005).

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

Butuh Artikel/Jurnal lainnya ?, click di :

An inside-out approach to integrated marketing communication An international analysis

by : Gayle Kerr

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 in-depth conversations with IMC programme directors and developers, we sought to determine whether those who teach IMC have reached a consensus on what IMC is; whether they embrace, reject or simply tolerate this new discipline area; and, specifically, how they are presenting IMC to the next generation of
practitioners and scholars.
The findings suggest that what is being taught around the world continues to be what would traditionally be considered promotions strategy, advertising management or marketing communication with minor IMC theory or content. For the most part, the syllabi we evaluated neither drew from the key constructs of IMC, nor were the key writers and published disciplinary research included in the course offerings. This gap – between what IMC writers have put forth, the established industry practices and what is being taught to the next generation of practitioners and academics – presents a significant challenge.
This is a particular challenge to the scholars and teachers who are charged with the responsibility of encouraging best practices, presenting the most current and relevant applications and research approaches, and including the most current theory in their course delivery.

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

Butuh Artikel/Jurnal lainnya ?, click di :

Using Events to Drive an Integrated Marketing Model

by : Mary Fehrnstrom & David M. Rich

Published : Journal of Integrated Marketing Communications 2009

Abstract
Event marketing, a surprisingly effective channel to drive integration efforts, has in many cases become the connective, centralizing element of a campaign, drawing upon every other channel to optimize the brand experience and drive brand engagement. Getting there, however, requires fundamental changes in the way teams and talent work together, how departments are structured and the way in which the various agencies interact. For events to work as a lever to drive a marketing integration, these changes must be based on a new set of guidelines and strategic experience mapping (SEM).
As audiences increasingly turn to multiple sources for information and companies acknowledge the futility of simply turning up the advertising volume, the value of integrated marketing communications (IMC) is becoming more apparent.
Highly choreographed and targeted, integrated campaigns draw upon the strengths of broadcast, digital media, online social networking, advertising, direct mail, live experiences and other media to efficiently engage and move audiences through the sales cycle— wherever they live, work and play.
After years of industry debate and experimentation, what has become clear is that IMC requires more than mere adjustment of tactical plans to include multiple disciplines.. . .

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

Butuh Artikel/Jurnal lainnya ?, click di :