Understanding 30 Years of Integrated Marketing Communication (IMC) in the 2019 Indonesian Journal
Journal Title: International Journal of Multidisciplinary Research and Analysis - Year 2024, Vol 7, Issue 06
Abstract
This article examines 10 journals on Integrated Marketing Communication (IMC) in Indonesia in 2019. Essentially, IMC consists of two core concepts, which have evolved into four stages of IMC implementation. The first concept, introduced in 1989, is known as the inside-out approach or tactical coordination of marketing communications. The second concept, emerging in 2004, is called the outside-in approach, encompassing internal support to external activities (Second Stage), application of information technology (Third Stage), and financial and strategic integration (Fourth Stage). Thus, this paper seeks to address: (1) What is IMC as described and applied?; (2) What communication elements are used?; (3) Is the brand the main message in the IMC program?; and (4) Is the IMC used inside-out or outside-in, and where are the boundaries? Using a systematic literature review method, the results indicate that IMC is marketing communication or promotion. The communication elements include advertising, personal selling, sales promotion, public relations, interactive marketing, corporate design, sponsorship, exhibitions, websites, merchandising, packaging, and social media. No articles used the brand as the main message in IMC, categorizing it as an inside-out approach since many did not involve the brand and only analyzed marketing communication or promotion. IMC in Indonesia does not align with the global development of the IMC concept but follows communication technology trends through the use of internet-based media, such as social media.
Authors and Affiliations
Helpris Estaswara, Mashadi Said
Keywords
Related Articles
- EP ID EP738243
- DOI 10.47191/ijmra/v7-i06-53
- Views 56
- Downloads 0
Food Management Control and Field Bureaucrats Policy Implementation in Kwara State, Nigeria National Agency for Food and Drugs Administration and Control
This study titled food management control and field bureaucrats policy implementation in Kwara state Nigeria national agency for food and drugs administration and control. The aim of this study is to analyse the activiti...
Prevention of Induced Abortion - Effect on Pain. Systematic Review of a Database
Review of the current literature on pain prevention in induced abortion. An in - depth analysis of the guidelines of leading international and national organizations for prophylaxis of induced abortion-surgical and medi...
Attachment Anxiety, Marital Adjustment and Psycho-Social Support of Love and Arranged Marriages Among Meranao Women
This study aims to explore the level of attachment anxiety, marital adjustment, pyscho-social support of love and arranged marriages among Meranao women specifically, it sought to answer the following questions: 1.What i...
A Handy Analytical Approximate Solution for a Heat Transfer Problem Using the Method of Subdomains with Boundary Conditions
The aim of this paper is to show the application of the method of weighted residuals through subdomains to offer a solution to the steady-state one-dimensional heat conduction problem in a slab with thermal conductivity...
Dynamics of Hydro Landscape in and Around Yamuna River in Parts of Delhi with Special Refrence to Eco Green Areas
The study has been done with the aim to dilute the existing pollution level in the Yamuna River. The study suggests the establishment of water bodies along the river bank, so as to trap the water during peak flood period...