Abstract
In an attempt to discuss the aspects of how marketing and advertisements have shaped people’s psychology, mood and attitude, a number of the preexisting literatures have been reviewed as a way of attempting out the severity and the gravity of the matter. There are quite a lot about the issues, with some touching on the currents trends, some digging into the issue of IMC and impact of social media. However, the topic still calls for a number of researches from the scholars and other practitioners.
Anghelcev, George, and Sela Sar. "In the Mood for the Right Kind of Social Marketing Communication." Journal of Social Marketing 4.1 (2014): 38-57. ProQuest. 10 Oct. 2014
In the above journal, George Anghelcev and Sela Sar argue that how effective a social marketing communication is solely depends on the message type as well as the psychology of the message recipients. This was tested in an experiment that focused on consumers’ response to pro-recycling advert. The psychological characteristics of the recipient determine the mood of the recipient towards the message. The paper came up with hypotheses, and the main finding of the study was that the congruity between the frame of the message and the mood of the respondent would lead to a more favorable message analysis. This would also result into higher intentions that would result in recycling of the information on the advert. For those respondents in a positive mood, beneficial adverts readily induced a higher motive to recycle paper and were favorably evaluated than adverts framed in terms of evading the negative consequences instead of attaining of some benefits. Practically, this suggested clear message passage would increase the efficiency of a social marketing method..
Blas, Nataly. "Hispanic Marketing and Communication Resources: A Selective Bibliography." Reference Reviews 27.4 (2013): 12-4. ProQuest. 10 Oct. 2014
The outstanding purpose of this article is to describe and highlight the information resources on the Hispanic marketing for scholars and practitioners. It provides an overview of such markets that were established within the last one decade. The paper reveals how the advertisers and marketers are a busy keeping a close eye on the market, especially the Hispanic consumer market due to the continuous increase in a number of Hispanic consumers across the US. As much as the increase is there in, a few scholarly sources have attempted to discuss the Hispanic marketing communication. Since there are just a handful publications concerning the Hispanic marketing and communication, it calls for attention of the future generation to come in and do research on this field.
Brunello, Adrian. "THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION AND BRAND EQUITY. “International Journal of Communication Research 3.1 (2013): 9-14. ProQuest. 10 Oct. 2014
This article mainly focuses on the significance of marketing communication for both the company and the customer as well. The currently globalized which encourages use of Integrated Marketing Communication (IMC) strategy has led to successful persuasion of customers to buy their products and services. The IMC has also helped in the development of brand equity. Therefore, the article simply talks about the issue of brand equity from both the market and financial perspectives. It also tackles on the issues of relationship between brand equity and IMC and; its implications.
Cábyová, L'udmila, and Jakub Ptacin. "BENCHMARKING COMPARISON of Marketing Communication of Universities in Slovakia." Communication Today 5.1 (2014): 54-69. ProQuest. 10 Oct. 2014
The aim of submission of this paper by its authors- Cábyová, L'udmila and Jakub Ptacin- is to introduce the benchmarking that is practicable in the context of universities. It pays close attention to the theoretical benchmarking definitions while focusing on the weaknesses and problems of marketing communication strategies. The main aim of the paper is, therefore, to determine the most fundamental way of comparing of marketing communication in various Slovak universities. The findings of the study suggest a number of recommendations for change of the phase of marketing and communication.
Chukwueah, Chris C. "Utilization of Indigenous Communication Strategies in Promoting Marketing Practices in Rural Communities in Nigeria/UTILISATION DES STRATÉGIES, DE COMMUNICATION AUTOCHTONES DANS LA PROMOTION DES PRATIQUES COMMERCIALES DANS LES COLLECTIVITÉS RURALES AU NIGERIA." Canadian Social Science 6.6 (2010): 217-21. ProQuest. 10 Oct. 2014
In Nigeria, the business entities, the government, and business educators have been busy bringing education and development of those dwelling in a rural area. In this paper, Christopher Chukwueah examines the extent to which indigenous communication techniques are still under use in the market in t5erms of sales promotion, advertising, publicity and public relationship of the rural area deeply. In the Akpabuyo, that is the area of study, 85 SME managers were used. In the end, the study successfully achieved the aim of adopting and utilizing indigenous communication strategies aimed at promotion and marketing in the rural areas.
Epure, Manuela, Eric Eisenstat, and Cristina Dinu. "SEMIOTICS AND PERSUASION IN MARKETING COMMUNICATION. “Linguistic and Philosophical Investigations 13 (2014): 592-605. ProQuest. 10 Oct. 2014
There have been a number of evolutions on the techniques used in consumer advertising and marketing. Better techniques have helped the implementers to maintain their link with the public over the issues of market and communication. They can, therefore, communicate freely with the target cohort. Since then, a number of powerful tools of penetrating and delivery of persuasive messages have been developed. The article reviews the theoretical and practicability of the semiotics in adverts development as a persuasive tool. The arguments have it that semiotics allows for differentiation of manipulation from persuasion in marketing and communication and therefore there is a need of understanding the semiotic structure. In other words, with a well-established semiotic structure, transmission of some messages will be more powerful depending on its main intention. The paper constructs a comparative and basic analysis of three most recent campaigns in Romania. The analyses of the results provide a framework or understanding some shortcomings.
Leonidour, Leonidas C., et al. "Assessing the Contribution of Leading Mainstream Marketing Journals to the International Marketing Discipline." International Marketing Review 27.5 (2010): 491-518. ProQuest. 10 Oct. 2014
The emergence of research focusing on international marketing can be considered an aftermath of the growing globalization in the recent past ten years. Compared to domestic marketing knowledge, less attention has been given from the mainstream journals to this field. The purpose of this paper was to report the findings of the research whose objective was to assess the input of leading popular journals to the international marketing. About 508 international marketing oriented journals were picked and each article was content-analyzed with regards to six main aspects; authorship characteristics, article type/nature, scope of the research, thematic areas, the research design and methodology. The revelation was that most of these articles were empirical, and most of them were written by multiple authors who were mainly based in the US. The findings call for action through future research in order to fill the existing gap.
Moharam, Omneya Mohamed, and Ayman Yehia Shawky. "Measuring the Effects of Personalized Integrated Marketing Communication Tools on the Consumers" Intention to Purchase Credit Cards in the Private Banking Sector in Egypt. “American Academic & Scholarly Research Journal 4.5 (2012): 1-14.
The sole aim of this paper is to measure the effects of specific IMC tools such as personal selling and direct marketing on consumers’ intention to buy a selected retail banking product like credit cards the Egyptian banking sector. The research was a quantitative type, with main tool being the questionnaires. A sample of 450 participants was used, and the empirical findings show that all the hypotheses of the study are of significant and positive. The research has added value to marketing academicians through provision of empirical combination that wasn’t tackled in the previous marketing literatures. This will eventually put insights to the academic aspect of marketing.
Oancea, Olimpia. "MARKETING COMMUNICATION IN THE BAKERY INDUSTRY IN ROMANIA IN THE CONTEXT OF CURRENT CRISIS." Romanian Economic and Business Review 4.3 (2009): 159-64.
There is still persistence of customer behavioral change. Hence, the significance of efficiency of the matter will depend on the objectives and results. Reducing the marketing budgets would not be the best solution for most of the affected companies. The communication technique depends on the current changes in the market. The revealed purpose of this paper is to bring out the need of giving priority to consistent and justified communication in case of crisis. In other words, the future life of any company lies on how better they it’s going to communicate with its customer in times of crisis.
Shakeel-Ul-Rehman and M. S. Ibrahim. "INTEGRATED MARKETING COMMUNICATION AND PROMOTION." Researchers World2.4 (2011): 187-91.
IMC is a powerful tool that guides the stakeholders in development and implementation of market communications more effectively and consistently. This has been one of the significant and recent developments in market communication. In other words, IMC is the marketing’s most innovative function, endorsed by the practitioners. It is an effort towards promoting practice and future integrations in market communication.
Sisodia, Surendra, and Narendra Telrandhe. "ROLE OF INTEGRATED MARKETING COMMUNICATION IN MODERN INDIAN BUSINESS." Researchers World 1.1 (2010): 134-8.
The paper analyses the impact of the emergence of IMC, a tool that has greatly influenced thoughts and actions of many persons in many institutions. Its efficiency has been proved due to its universality, clarity and efficiency. Discussion is raised with regards to the scopes, challenges, audit and implementation of IMC.
Swidan, Sarah B., and Ahmed F. Hassaballah. "The Impact of Information Technology and Social Networks in the Integrated Marketing Communication Process for Products and Services." American Academic & Scholarly Research Journal 5.3 (2013): 218-22.
Through the ever growing media use, communication has been eased via invention of Facebook, YouTube, and twitter which has made it possible to communicate with anyone about a product or service, regardless of his/her location. Therefore the smart marketers saw this as a potential opportunity and as we are speaking, they have tapped into it. IMC has also been altered so as to be at par with the dynamic world, as well as the social world.
Walker, Matthew, Melanie Sartore, and Robin Taylor. "Outsourced Marketing: It's the Communication that Matters. “Management Decision 47.6 (2009): 895-918.
Few papers have looked into the communication-commitment relationship with regards to outsourcing. Outsourcing has been so important, especially in market communication. The author of the article examines the empirical consequences of outsourcing. The authors suggest commitment management is essential. The study has also examined how the marketing employees perceive and respond to outsourcing partnership.
Zich, Frantisek. "ON THE THEME OF MARKETING COMMUNICATION SIDE EFFECTS1." Communication Today.1 (2012): 70-83.
This article touches on the issues of technical impacts of marketing communication in the society, with a lot of focus on the unwanted consequences and side effects of advertising. The findings of the empirical survey are that larger portion of the respondents doesn’t know how to tackle advert’s side effects. There is also the prevalence of negative social effects of advertising.
