Traditional and Emerging Integrated Marketing Communication Touchpoints Used in Effie Award-Winning Promotional Campaigns
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DOI: 10.1080/10496491.2019.1699626
Abstract: Abstract This research presents a brief overview of Integrated Marketing Communications (IMC) research, including advertising effectiveness, and a discussion of the advertising competition landscape with a focus on the Effie Awards due to its incorporation… read more here.
Keywords: touchpoints used; integrated marketing; emerging integrated; traditional emerging ... See more keywords
Integrated marketing communication in hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on market performance
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DOI: 10.1080/13527266.2020.1759121
Abstract: ABSTRACT Integrated marketing communication (IMC) process is considered a way to develop a long-term relationship with the organization’s stakeholders and increase its results, besides that, there is still not a clear understanding of factors that… read more here.
Keywords: integrated marketing; process; marketing; performance ... See more keywords