Integrated Marketing Communications and its Environment
Video and Web Links
1. VW – Think Blue Symphony
2. VW – Volkswagen Woofwagen
3. Volvo Ocean Race
4. FedEx IMC campaign
Sage journal articles for further reading in Chapter 1 support and expand upon concepts and points made in the chapter:
Please note the first three articles per chapter have been provided open access, all other links require journal subscription access which may be available through your university.
McCartney, G., Butler, R. and Bennett, M. (2012) ‘A Strategic Use of the Communications Mix in the Destination Image-formation Process’, Journal of Travel Research, 47 (2):183–96. http://jtr.sagepub.com/content/47/2/183.full.pdf+html
This article reports on a study on destination brand image perceptions of outbound travellers from four major cities regarding Macao. The study sought to address a gap in the literature on how to convince tourists to travel to a particular destination. The authors suggest that the answer lies in developing a persuasive communications mix strategy that would manage tourist destination image perceptions. The article presents a communication effectiveness grid to indicate marketing resource effectiveness.
Pope-Ruark, R. (2008) ‘Challenging the Necessity of Organisational Community for Rhetorical Genre Use: community and genre in the work of integrated marketing communication agency writers’, Business Communication Quarterly, 71 (2): 185–94. http://bcq.sagepub.com/content/71/2/185.full.pdf+html
This article looks at writing in the workplace and community through the vehicle of IMC agency writers. The study is involved with the ways in which IMC writers create complex internal and external messages where writing is shaped not only by their organisational community but also by their outsider status with clients, their occupational writing and their genre expertise. The author claims to add a new layer of understanding to community theory and genre practices.
Sarkar, A.N. (2012) ‘Green Supply Chain Management: a potent tool for sustainable green marketing’, Asia-Pacific Journal of Management Research and Innovation, 8 (4): 491–507. http://abr.sagepub.com/content/8/4/491.full.pdf+html
This article looks at green supply chain management (GSCM) in the context of the Kyoto Protocol and in terms of the development of GSCM within the notion of ‘going green’ and what this means to an increasing number of consumers who prefer products that are toxin-free, lacking in contaminants and present minimal environmental or ecological hazards. The author argues for developments in GSCM that can be utilised for both corporate and product brand building. This has implications for marketing communication practice.
Sundstrom, B. (2012) ‘Integrating Public Relations and Social Marketing: a case study of planned parenthood’, Social Marketing Quarterly, 18 (2): 135–51. http://smq.sagepub.com/content/18/2/135.full.pdf+html
This article reports on a case study of the relationship between PR and social marketing in the context of a not-for-profit health organisation. The study revealed an integrated communications function. Publicity and other forms of promotion were being used in a tactical way but underlying this was the organisation’s relational approach to a two-way dialogue within social marketing initiatives.
Thackeray, R., Neiger, B.L. and Keller, H. (2012) ‘Integrating Social Media and Social Marketing: a four step process’, Health Promotion Practice, 13 (2): 165–8. http://hpp.sagepub.com/content/13/2/165.full.pdf+html
This article argues that practitioners can realise social media’s potential by using it as part of social marketing strategy. The authors claim that social media can put the consumer at the centre of the social marketing process and offer a four-step process that is a template for others to adopt for consumer-oriented health promotion programmes that utilise social media for real time, two-way communication.