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The Evolution and Implementation of Integrated Marketing Communication (IMC).
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Early IMC Studies (1991-1993). 1. 1991: Caywood, Schultz, and Wang.
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[Audio] I-M-C in the Mid-1990s By the mid-1990 seconds, I-M-C became a practical reality, with three-quarters of U-S marketing managers reporting some integration. It was primarily viewed as functional coordination rather than a strategic tool..
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[Audio] Global I-M-C Implementation (1999) New Zealand Australia Almost 31% of agencies devoted half their time to I-M-C-. 25% of agencies spent one-quarter of their time on I-M-C--. Smaller agencies drove much of the I-M-C budget..
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[Audio] Below-the-Line Investment (1999) In Australia and New Zealand, approximately 40% and 36% of marketing communication dollars, respectively, were invested below-the-line (non-traditional media advertising)..
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[Audio] I-M-C and Performance (Australia) Mike Reid's study adapted the Duncan and Moriarty audit, finding that Australian consumer organizations with greater I-M-C integration experienced better brand performance (sales, brand strength, customer loyalty)..
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[Audio] I-M-C Implementation in New Zealand Eagle, Kitchen, and Bulmer's survey of New Zealand ad agencies revealed a lack of commitment to consumer focus, database technology, and behavioral segmentation measurement. Progress remained in the early coordination stage, suggesting a tactical rather than strategic approach..
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[Audio] Strategic Integration Tool (Australia) Kerr and Patti developed the strategic integration (S-I---) tool, a process measure derived from I-M-C and strategic management literature. This tool evaluates organizational proficiency and diagnoses I-M-C campaign integration..
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[Audio] I-M-C as a Process Capability Luxton, Reid, and Mavondo conceptualized I-M-C as a process capability, building on Reid's work. Optimizing I-M-C capability directly impacts brand market-based and financial performance..
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[Audio] Influences on I-M-C Capability A firm's I-M-C capability is directly influenced by brand orientation and indirectly affected by market orientation and learning orientation. Developing I-M-C capability is crucial for translating organizational orientations into performance outcomes..
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[Audio] Philip Kitchen's Summary of I-M-C Implementation IMC adoption is situation-specific and context-dependent, influenced by company goals, budgetary constraints, and senior management decisions regarding data analytics, customer interfaces, and communication methods..
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[Audio] Game of Thrones Final Season Promotion Foxtel and D-D-B Sydney promoted the final season of Game of Thrones with a graveyard in Centennial Park, commemorating the characters who died in the series..
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[Audio] Conclusion From its initial focus on implementation to its current understanding as a strategic process capability, I-M-C has evolved significantly. Its successful application remains context-dependent and requires a holistic approach considering organizational factors and market dynamics..