Essays about: "Integrated Marketing Communication"

Showing result 6 - 10 of 51 essays containing the words Integrated Marketing Communication.

1. 6. Speaking About Voice : A Study on Communicating Brand Personality Through Virtual Assistants

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Karolina Bergman; Daniela Sundin; [2019]
   Keywords : Bergman; Sundin; Virtual Assistant; Communication; Voice; Brand Personality;

   Abstract : Problematization: Earlier research on brand communication emphasize the importance of communicating a brand consistently throughout all marketing channels and media. Virtual assistants (VAs) are a new marketing media and a relatively new technology with which a brand can communicate with customers. READ MORE

3. 7. Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness

   University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

   Author : Erik Bäcklund; Kagstedt Martin; [2019]
   Keywords : Generational Cohorts; Generation Z; Communication Channels; Integrated Marketing Communications; Consumer Behaviour; Hierarchy of effects model; Brand Awareness; Brand Knowledge; Brand Liking; Purchase Intention.;

   Abstract : Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. READ MORE

4. 8. Organizational Buying Process in the 21st Century

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Sebastian Karlsson; Vilhelm Kindberg; [2018]
   Keywords : Organizational Buying Process; B2B;

   Abstract : There are several models that can be found describing the organizational buying process. The organizational buying process (OBP) within B2B is also more complex and more time consuming than within B2C (Dwyer & Tanner Jr., 2002). READ MORE

5. 9. SUSTAINABILITY MARKETING COMMUNICATION

   University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Author : Audrey Maria; [2018]
   Keywords : ;

   Abstract : ABSTRACT Title: Sustainability marketing communication Student: Audrey Maria Supervisor:Venilton Reinert Purpose of the study: Understand how the companies build their communication message to achieve their sustainable positioning. Research Question: How today’s companies integrate sustainability in their communicationmessage to position themselves as a sustainable company? Method: This study uses a qualitative approach that analyses 3 different case studies of business to consumer (B2C) companies. READ MORE

6. 10. The dilemma of implementation of Integrated marketing communication

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : TianLi Li; Xiaoyu Zhang; Kai Yang; [2018]
   Keywords : ;

   Abstract : Background: Integrated marketing communication (IMC) became increasingly popular since 2005, the IMC is built of four parts. The first part is a concept and it also is the process. The second part explains that IMC needs special skill and knowledges. READ MORE