Emotional Advertisement the Altering Realm of Integrated Marketing Communication
نویسندگان
چکیده
منابع مشابه
Integrated Marketing Communication
Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phel...
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Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marke...
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Background and purpose :In today's world, the core capital of many organizations is the brand of that organization. In this research, the effect of integrated marketing communications on brand value has been considered with the mediating role of the reputation of the organization in Iranian insurance Materials and methods:This study is applied in terms of its objective and it is descriptive in ...
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The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms must develop ways of collecting information at the individual level by traditional and/or electronic means, and of using that data to create informationintensive customer communication strategies....
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ژورنال
عنوان ژورنال: IOSR Journal of Business and Management
سال: 2013
ISSN: 2319-7668,2278-487X
DOI: 10.9790/487x-1530608