Differences in the Meaning of IMC: A Study of Advertising, Public Relations, and Marketing Professionals
Journal Title: International Journal of Multidisciplinary Research and Analysis - Year 2024, Vol 7, Issue 12
Abstract
Integrated Marketing Communication (IMC) has developed into a well-established discipline, shaped by the evolving role of communication technology, which now serves both as a contextual factor and a practical tool in its implementation. This study investigates differences in the interpretation of IMC across three professional groups: marketing, advertising, and public relations. A quantitative, exploratory research design was adopted, employing purposive and quota sampling techniques, with 30 respondents selected from each profession. Data analysis was performed using ANOVA and Tukey tests. The findings indicate no significant differences among the professions regarding IMC as an approach and a business-oriented framework. This shared understanding encompasses internal communication, customer-focused evaluation, and external communication elements such as marketing communication, audience management, dialogue, branding, communication technology, and evaluation. However, notable differences emerged between public relations and advertising compared to marketing in their interpretation of IMC as a strategy and tactic. These differences also extended to aspects such as comprehensive planning, coordination, integration, and synergy of tools and channels, the use of communication technology, and the implementation of two-way communication. Moreover, the differing interpretations included an emphasis on understanding customers, providing them with the freedom to discuss the brand, and ensuring clarity and consistency in brand messaging. Further distinctions were observed between public relations versus advertising and marketing regarding IMC as a management process for channel oversight, as well as the evaluation of IMC's strategic role, brand behavior, and brand loyalty. Finally, all three professions exhibited unique interpretations of IMC as a component of brand equity strategy. Future research is necessary to explore the distinct understanding of IMC by public relations professionals, whose perspectives consistently differ from those in marketing. Such studies could delve deeper into how public relations practitioners conceptualize IMC and its relationship to marketing practices.
Authors and Affiliations
Helpris Estaswara, Mashadi Said, Nadilla Permata Sari, Naomi Rachel Gunawan, Citra Iswal Samira
Keywords
Related Articles
- EP ID EP754147
- DOI 10.47191/ijmra/v7-i12-08
- Views 30
- Downloads 0
Research of Factors Affecting the Intention of Life Insurance Agents in Vietnam
The article presented the intention to leave the organization and related concepts. Through qualitative and quantitative research methods, the authors have built models and hypotheses to study the factors affecting the i...
Acceptability and Usability of Quick Response Code for on Line Document Tracking in a Higher Education Institution in the Philippines
The Online document tracking using Quick Response Code is an online-based program that can be accessed anywhere provided with the presence of an Internet connection. For security, username and password will be provided t...
Conscious Sedation: A Bridge between the Real and Ethereal
The most frequently encountered and unavoidable phenomenon in a dental practice is pain, often accompanied by fear and anxiety. Local anesthetic, which forms the foundation for pain-free dental treatment, does not serve...
Islamic Finance, Artificial Intelligence, and the Debt Embedded in the Ex Nihilo Monetary Creation System
The aim of this study is to shed light on a relationship that has not been explored until now. This is the relationship between the world of Islamic finance that of AI, and the debt embedded in the ex nihilo monetary cre...
Telecommuting is the new way of work
Pandemic has created the new way of doing work which is now called the new normal. Earlier, the physical presence was mandatory all over the world for work. People used to travel for hours for work. Managing personal lif...