Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing

  title={Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing},
  author={James W. Peltier and John Schibrowsky and Don Edwards Schultz},
  journal={International Journal of Advertising},
  pages={115 - 93}
The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms must develop ways of collecting information at the individual level by traditional and/or electronic means, and of using that data to create informationintensive customer communication strategies. These strategies should then employ the new media to generate interaction with customers. We term… 

Integrated marketing communications in mobile context

The use of the mobile medium as a communications and entertainment channel between a brand and an end-user is gradually evolving. Academic research on mobile marketing has also begun to flourish.

Integrated Marketing Communication

The role of marketing communications in advanced economies can hardly be underestimated. The sheer volume of media communications alone is staggering, and its effects are continuous. The aim of this

Integrated marketing communication in the digital environment. Advertiser attitudes towards online communication techniques

Whether or not the online communication tools are integrated according to conventional techniques, and also whether they consider the consumer when it comes to defining communication strategies is investigated.

Theory of IMC Strategy

Highly competitive commercial environment eventually led to three phenomena: change in information dissemination methods, change in marketing managers’ attitude and cost considerations on company

Integrated Marketing Communication Tools : Traditional vs . Modern Olimpia Oancea

This paper proposes to provide a conceptual framework regarding integrated marketing communication tools modern versus traditional. The results of research performed offer the answer at the question:

Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

This study conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature and provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory.

Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach

The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity,

Integrated Marketing Communication and Promotion

Integrated Marketing Communication emerges as a powerful tool that guides practitioners in developing and implementing marketing communications more consistently and effectively. Despite its



New media interactive advertising vs. traditional advertising

rrrmrrxvivt This research explores the effectiveness of interactive advertising on a new medium platform. Like the presence in industry and the media themselves, the academic research stream is

Leveraging Customer Information to Develop Sequential Communication Strategies:

ABSTRACT In this paper we develop a comprehensive model hat integrates attitudinal, motivational, and psychographical data from customers and combines that with behavioral data to determine the

About the Nature and Future of Interactive Marketing

It is argued that information technology and the collaborative potential of the Internet may eventually change human cognitive processes as much or more than writing technology did and it is possible to think about ways to discover breakthroughs earlier.

Correlates of Integrated Marketing Communications

  • G. Low
  • Business
    Journal of Advertising Research
  • 2000
ABSTRACT The objective of this research was to identify factors that are significantly related to the degree of integration of a company's marketing communications activities. A three-item scale was

Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked

The use of need-based segmentation for developing segment-specific direct marketing strategies

Increasing costs, competition, and consumer skepticism present serious challenges to the growth of direct marketing. The future success of direct marketing firms rests with their ability to exploit

Article Commentary: Interactivity and Marketing Paradigm Shifts

The central question I would like to pose is: How do we break out of the paradigms that currently constrain the marketing field, so that we can best respond to the opportunities and requirements of

Using attitudinal and descriptive database information to understand interactive buyer-seller relationships

The need to increase our understanding of consumer-seller relationships has been touted by both academics and direct marketers. Particularly needed are research efforts designed to provide greater

Customer/Brand Loyalty in an Interactive Marketplace

ABSTRACT The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer