ECONOMIC EFFECTS OF INTEGRATED MARKETING COMMUNICATIONS – THE CASE OF FOOD PRODUCTS

Authors

DOI:

https://doi.org/10.5937/ekoPolj1803985D

Keywords:

integrated marketing communications, synergy, economic effects, food products, Serbia

Abstract

Integrated marketing communications (IMC) present a concept in which various instruments of promotion and media are combined into a consistent message, in order to achieve their synergetic effects observed through better communication and economic indicators. The aim of this paper is to explore the differences in the economic effects of integrated market communications between consumer segments defined on the basis of the number of integrated marketing communications instruments related to a particular product to which influences consumers are exposed as well as on the perception of a unique promotional message from all these instruments. The research was related to consumption of chocolate, coffee and bottled water in Serbia and included the total of 1000 respondents. The results generally show that consumers who are exposed to the integrated marketing communications in relation to a particular food product spend more on buying it and buy it more often.

Downloads

Download data is not yet available.

References

1. Ambler, T., & Roberts, J. H. (2008). Assessing marketing performance: Dont settle for a silver metric. Journal of Marketing Management, 24 (7/8), 733-750.
2. Belch, G. E., & Belch, M. A. (2009). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill Education.
3. Kerr, G., & Patti, C. (2015). Strategic IMC: From abstract concept to marketing management tool. Journal of Marketing Communications, 21(5), 317-339.
4. Kitchen, P. J. (2005). New paradigm-IMC-under fire. Competitiveness Review, 15 (1), 72-80.
5. Laban, B., & Todorović, S. (2018). The importance of implementation of integrated marketing communication – perception of current and future managers, The Annals of the Faculty of Economics in Subotica, 54 (39), 111-121.
6. Madhavaram, S., Bandrinarayanan, V., & McDonald, E. R. (2005). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy. Journal of Advertising, 34 (4), 69-80.
7. Mihailović, B., Simonović, Z., & Ćurčić, N. (2017). Marketing communication of domestic hotel organizations, Ekonomika, 63 (4), 1-12.
8. Reinold, T., & Tropp, J. (2012). Integrated marketing communications: How can we measure its effectiveness?, Journal of Marketing Communications, 18 (2), 113-132.
9. Schultz, D. E., Cole, B., & Bailey, S. (2004). Implementing the "connect the dots" approach to marketing communication. International Journal of Advertising, 23 (4), 455–477.
10. Tafesse, W., & Kitchen, P.J. (2016), "IMC – an integrative review", International Journal of Advertising,
11. doi: www.tandfonline.com/doi/abs/10.1080/02650487.2015.1114168
12. Taylor, C. R. (2010). Editorial: Measuring return on investment from advertising: holy grail or necessary tool? International Journal of Advertising, 29 (3), 345-348.
13. Vantamay, S. (2011). Performances and Measurement of Integrated Marketing Communications (IMC) of Advertisers in Thailand. Journal of Global Management, 1 (1).
14. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing. 68 (1), 1-17.

Downloads

Published

2018-09-23

How to Cite

Đokić, I. (2018). ECONOMIC EFFECTS OF INTEGRATED MARKETING COMMUNICATIONS – THE CASE OF FOOD PRODUCTS. Economics of Agriculture, 65(3), 985–994. https://doi.org/10.5937/ekoPolj1803985D

Issue

Section

Original scientific papers