scholarly journals INTEGRATED MARKETING COMMUNICATIONS IN THE SYSTEM OF BANK IMAGE FORMATION

2021 ◽  
Author(s):  
Oleksandr Deineha ◽  
Inna Deineha
Keyword(s):  
Public Relations ◽  
Analytical Data ◽  
Economic Behavior ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Social Orientation ◽  
Public Confidence ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Domestic Capital

The article specifies the content of the concepts of image and reputation of the bank. It is established that the image of the bank is its image, artificially created by means of marketing communications. The current level of public confidence in the main components of the banking system of Ukraine is analyzed and based on analytical data it is established that the level of image of banking organizations is not high enough. It is determined that over the last fourteen years the number of banks in Ukraine is projected to decrease mainly due to banks with domestic capital, which encourages market operators to intensify their activities, including through the use of modern tools to influence the market, including marketing communications. The factors influencing the bank’s reputation are assessed, in particular, it is determined that the main ones are the bank’s image and / or its unfair economic behavior. The components of the bank’s image are identified, in particular the history of its origin and development, its goals and objectives; degree of reliability; degree of openness and transparency of activity, efficiency of information system; the level of its relationship with state, regional and municipal authorities, as well as the presence of large or well-known organizations among customers; participation of foreign capital; reputation of managers and employees of the bank; the degree of organization and quality of customer service culture; effectiveness of advertising policy, brand use and public relations; social orientation of activity, charitable actions and sponsorship, social programs, etc.; availability for customers, i.e. the presence of a network of branches. The components of the bank’s integrated marketing communications, such as sales promotion, public relations, bank advertising, direct marketing, and branding, have been identified. The place of the brand in creating the image of the banking organization is revealed. The basic approaches to the formation of the material components of the bank’s brand, in particular the design of the sign, corporate fonts, and logo are determined. The specific characteristics of the bank’s advertising are revealed. Features of introduction of marketing innovations in the banking sphere are characterized. The main trends of digital marketing of banks in 2021 are described, in particular, increasing competitiveness, chatbots, targeting, artificial intelligence, search engine optimization, omnichannel, involvement.

Integrated Marketing Communications of Beekeeping Farms

2020 ◽  
Vol 12 (2) ◽  
Author(s):  
Lyubomir Lyubenov ◽  
◽  
◽  
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Added Value ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Media Environment ◽  
Know How ◽  
The One

The study finds that on the one hand beekeeping is difficult to implement integrated marketing communications due to more difficult application of communication tools – advertising, personal sales, and sales promotion. On the other hand, they also have less well-represented advertising constants. EU agricultural policy supports the implementation of integrated marketing communications from beekeeping farms through the formation of infrastructure and services, legislation, media environment and bee products with high added value. Beekeeping farms must invest primarily in public relations and direct marketing, and as advertising constants can use regional varieties, breeds, technologies, geographical indications, know-how, certification to a certain standard, as they represent the uniqueness of regional bee products.

scholarly journals STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19

2021 ◽  
Vol 4 (1) ◽  
pp. 117-130
Author(s):  
Jihan Indah Sari ◽  
Joko Susilo
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Corporate Identity ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Defensive Strategy ◽  
Point Of Sale ◽  
The Impact

Covid-19 Pandemic  affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped  and there is no customer that comes by due to government's policy which forces people to stay at home. The purpose of this research is  to describe the  defensive strategy by bingsoo cafe through the approach of integrated marketing communications (IMC), so that it can continue to defense and adapt  to the bussines situation of Covid-19 pandemic. The method of this research is qualitative with observation technique and deep interview. The result of this research indicates that bingsoo cafe applies the strategy of Integrated Marketing Communications (IMC) by combining 9 out of 12 elements of promotion. Those elements are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale And Merchandising, Corporate Identity, Packaging, And Word Of Mouth.

scholarly journals Integrated marketing communications: a strategic priority in health and medicine

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The People ◽  
Communicative Success ◽  
Mixed Blessing

Abstract Background Healthcare establishments portray themselves to their patient populations using many communicative mechanisms. Perhaps the first avenues that come to mind are the outward conveyances of the marketing communications mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. But other prominent communicators also exist, including the people employed by healthcare institutions, the places in which services are delivered, and the brands that represent given establishments. This wide variety of communicative mechanisms is somewhat of a mixed blessing, affording myriad options, but also necessitating extra care and attention in developing associated marketing communications. Discussion Now more than ever, health and medical establishments have at their disposal communications options capable of addressing most any conveyance want or need. The marketing communications mix, once somewhat limited due to industry tradition, is now fully accessible and widely used in the health services industry, providing immense opportunities to connect with patients. Options for signage, building designs, servicescape amenities, employee uniforms, and the like also are teeming, providing myriad avenues for making positive impressions. But burgeoning options while beneficial also intensify obligations for ensuring that marketing communications are properly integrated, with this particular article describing this imperative need and its implications for communicative success in the healthcare industry. Conclusions By integrating marketing communications, health and medical providers are able to create synergies between and among selected conveyance mechanisms, amplifying performance and increasing the likelihood of reaching communicative goals. Achieving such cohesion requires devoted planning in an effort to coordinate verbal and visual manifestations to express desired imagery and appeals to target audiences. As extensive benefits are derived from integrated marketing communications, healthcare establishments should consider associated pursuits to be a strategic priority.

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

Integration With Marketing

2020 ◽  
pp. 120-148
Keyword(s):  
Sales Management ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Sales Team ◽  
Consumer Durable ◽  
Trade Promotions ◽  
Trade Promotion ◽  
Selling Process

Sales promotion is an integral part of sales and marketing today. They are of two types – consumer promotion and trade promotion. Consumer promotion is run to entice consumers to the retail outlets and purchase the product. It also helps in building awareness and is normally run for a short period of time. Trade promotions are run to motivate the trade and the intermediaries to sell more of the product. It is a push strategy where the intermediaries try to sell more to the consumers. The downside of sales promotion is that when run repeatedly, or for a very long period of time, the brand image of the product is harmed. Sales promotions has to be run in synchronization with the integrated marketing communications plan of the brand or the product. These are normally high-profile events with lot of consumer attention through the media. More often than not, sales promotion is supported by media exposure and other communication methods, and hence, they have to be in sync with each other. The processes of buying and selling runs parallel and hence the integrated marketing communications along with sales promotion plans must take cognizance of the stage at which the product and the market is operating. While doing all these, the marketer as well as the sales team must keep in mind that there is a lot of difference between FMCG and consumer durable sales. The depth and width of distribution are completely different. The nature of intermediaries is completely different and hence the selling process also has to be quite different. International sales management is also a different cup of tea and this expertise comes over years of experience. One thing that has gained in importance in sales management and operations is ethics. This needs to be inculcated in the DNA of the sales team – right from the top to the bottom of the hierarchy.

INTEGRATED MARKETING COMMUNICATIONS. THEORY AND PRACTICE OF ADVERTISING

2019 ◽  
Author(s):  
Оксана Посухова ◽  
Oxana Posukhova ◽  
Ольга Кузьмина ◽  
Ol'ga Kuz'mina
Keyword(s):  
Public Relations ◽  
Undergraduate Students ◽  
Brand Management ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Sociological Research ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Advantages And Disadvantages ◽  
State Educational

The manual is written in accordance with the State educational standard of higher education in the areas of bachelor "Advertising and public relations" and "Sociology". The book analyzes the theoretical and practical issues of advertising. The authors describe advertising as part of the whole complex of marketing and integrated marketing communications. Advertising is considered in comparison with other forms and types of integrated communications, modern types of advertising, their advantages and disadvantages are analyzed. The book contains a large number of applications and illustrations that demonstrate the use of different types of modern advertisings. For undergraduate students and anyone interested in the theory and practice of advertising. It is recommended to use the courses "Theory and practice of advertising", "Brand management", "Basics of advertising", "Sociology of advertising", "Methodology and methods of sociological research", "Empirical sociology".

scholarly journals Effect of Integrated Marketing Communications on Customer Satisfaction of Selected Private Universities in South-West Nigeria

2020 ◽  
Vol 12 (2) ◽  
pp. 78
Author(s):  
Adegbola Eunice Abimbola ◽  
Binuyo Adekunle Oluwole ◽  
Afolabi Gabriel Kolawole
Keyword(s):  
Customer Satisfaction ◽  
Public Relations ◽  
Direct Marketing ◽  
Private Universities ◽  
Online Marketing ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Marketing Department ◽  
South West

Integrated Marketing Communications (IMCs) is critical to the performance of an organisation. However, many of the previous studies have focussed on manufacturing firms with very few targeted at private universities. Moreover, empirical evidence revealed that private universities have not been able to effectively deploy IMCs to enhance their performance and have been confronted with the challenge of poor customer satisfaction. The study investigated the effect of IMCs on customer satisfaction of selected private universities in South-West Nigeria. The study adopted cross-sectional survey research design. The population of the study comprised 554 employees of the Institutional Marketing Department and ad-hoc staff of the Registry Department of the universities selected for the study. Total enumeration method was used. The instrument used was a validated adapted questionnaire. The Cronbach’s alpha reliability coefficients of the constructs ranged from 0.701 to 0.832. The response rate was 85%. Data were analysed using multiple linear regression. The results revealed that IMCs had positive and significant effect on customer satisfaction (Adj. R2 = 0.834, F (5, 467) = 475.554, p < 0.05). The relative effects of IMCs on customer satisfaction showed that advertising had a positive and significant effect (β = 0.132, t = 3.038, p < 0.05), service promotion had a positive and significant effect (β = 0.195, t = 4.502, p < 0.05), online marketing had a positive and significant effect (β = 0.269, t = 5.972, p < 0.05), public relations also had a positive and significant effect (β = 0.377, t = 7.415, p < 0.05). The effect of direct marketing was however insignificant though positive (β = 0.059, t = 1.130, p > 0.05). The study concluded that IMCs affect customer satisfaction. The study recommended that private universities should prioritise their promotional efforts on advertising, service promotion, online marketing and public relations rather than direct marketing in their bid to sustain and improve their customer satisfaction record.

Marketing and Intermediaries

2015 ◽  
Author(s):  
Dr. Simon Hudson ◽  
Louise Hudson
Keyword(s):  
Effective Communication ◽  
Marketing Mix ◽  
Corrective Action ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Plan ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
People’S Perception ◽  
Potential Customers

Effective communication with target customers is carried out by a variety of methods, referred to as ‘marketing communications’, and the Spotlight above highlighted the importance of an integrated marketing communications campaign. In many people’s perception, marketing is promotion, for promotion is the highly visible, public face of marketing. However, promotion is only one element of the marketing mix, its role being to convince potential customers of the benefits of purchasing or using the products and services of a particular organization. Promotions decisions will be determined by the overall marketing plan, as illusurated in Figure 6.1. Marketing objectives are derived from the strategic tools of targeting and positioning. The marketing mix is then used to achieve these objectives, and promotions are just one part of this marketing mix. The blend of promotional elements outlined in Table 6.1 is known as the promo- tional mix, and promotional management involves coordinating all the elements, setting objectives and budgets, designing programs, evaluating performance, and taking corrective action. Advertising and sales promotion are covered in this chapter, whereas the remaining elements are discussed in other chapters of the book.

scholarly journals Integrated Marketing Communications Strategy: Studi Kasus Public Relations Universitas Katolik Widya Mandala Surabaya pada Pengguanaan Media Cetak dan Media Elektronik

2018 ◽  
Vol 5 (2) ◽  
pp. 248-260
Author(s):  
Monica Adjeng Erwita ◽  
Riny Chandra ◽  
Suri Amilia
Keyword(s):  
Mass Media ◽  
Public Relations ◽  
Press Release ◽  
Marketing Communications ◽  
Press Conference ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Media Relations

Penelitian ini membahas mengenai studi kasus public relations Universitas Katolik Widya Mandala Surabaya pada penggunaan media cetak dan media elektronik. Public Relations merupakan garda depan untuk menginformasikan nilai-nilai institusi kepada publik. Nilai institusi ini terwujud dalam raihan prestasi dan inovasi yang telah dicapai oleh civitas akademika. Peranan public relations menjadi sangat penting untuk menyebarkan nilai-nilai tersebut melalui media cetak dan media elektronik, yang memiliki jangkauan tak terbatas. Penelitian ini merupakan penelitian kualitatif eksploratif yang dilakukan dengan tujuan untuk: 1) Mengidentifikasi proses kegiatan promosi dalam ranah public relations; 2) Mengidentifikasi efektivitas integrated marketing communications strategy menggunakan media cetak dan media elektronik. Hasil dari penelitian yang dilakukan adalah public relations UKWMS melakukan aktivitas kehumasan dengan melakukan proses penyebaran press release, media relations, dan press conference. Aktivitas tersebut merupakan proses kegiatan promosi yang dilakukan dalam ranah public relations. Untuk penghitungan efektivitas, dihasilkan kriteria press release dengan relevansi efektivitas 97,2%, media relations dengan relevansi efektivitas 80%, press conference dengan relevansi efektivitas 100%. Jadi, rata-rata relevansi efektivitas aktivitas public relations bagi publik eksternal yaitu media cetak dan media elektronik memiliki persentase sejumlah 92,4%.   Keyword: integrated marketing communications strategy, promotion, public relations, mass media

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