The planning and implementation of integrated marketing communications

by

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

Table of Contents

CHAPTER # 1: INTRODUCTION3

Background of Study3

Problem Statement4

Objective of the Study5

Significance of the Study5

CHAPTER # 2: LITERATURE REVIEW8

Introduction8

Exploiting the potential of rapid response media14

IMC Models15

Phase one: Defining the business and the brand17

Phase two: Creating a global database of marketing insight17

Phase three: Local market research18

Phase four: Building a local database after market entry18

Phase five: Measurement and feedback19

IMC Benefits19

IMC Implementation21

Research hypotheses24

Informational/transformational notes and effectiveness24

Elaborational/relational scheme and effectiveness27

Moderation of communication process characteristics29

CHAPTER # 3: RESEARCH METHOD33

Measures33

Construct33

Operational definition33

Sample item33

Items33

Cronbach's a33

Sample36

Data analysis37

CHAPTER # 4: RESULTS38

Informational/transformational notes and effectiveness41

Relational/elaborational notes and effectiveness42

CHAPTER # 5: DISCUSSION & CONCLUSION44

Main consequences of predictor variables45

REFERENCES56

APPENDIX66

Chapter # 1: Introduction

Background of Study

Product launch is possibly the most costly, dodgy, and badly organised stage of new product development method, in the sense that companies should consign tremendous time, economic, and managerial assets, and the mean malfunction rate is as high as 40% for buyer and developed new products (Hultink, Hart, Robben, & Griffin, 2000) and more than 60% in high-tech commerce (Goldenberg, Lehmann, & Mazursky, 2001). Despite the dangers inherent in commercialization, launch efforts often are resolute in protecting new product achievement ([Crawford and Di Benedetto, 2003] and [Guiltinan, 1999]). In this demanding context, a firm that is proficient in broadcasting the positioning of its new products and leveraging its affiliated emblems may maximize its possibilities of accomplishing money-making product acceptance in the goal market (Guiltinan, 1999).

Launch planning engages both strategic and tactical conclusions (Biggadike, 1979). Whereas the previous entails minutia such as product discovery, market aiming at, and market authority, the last cited pertains to choosing marketing mix components, of which marketing communications represents the centered anxiety (Guiltinan, 1999). In the launch process, marketing communications refer to all of the data and mind-set efforts consumed to leverage product adoption, encompassing product ascribe signs and powerful persuasion endeavours (Crawford & Di Benedetto, 2003). Existing publications apparently carries the affirmative connection between effective marketing communications and new product achievement (e.g., [Cooper and Kleinschmidt, 1994] and [Song and Parry, 1994]).

However, high-tech commerce are exclusive in the large uncertainties that draw from from their market, expertise, and comparable components ([Mohr, 2001] and [Moriarty and Kosnik, 1989]). In such commerce, market offerings usually are based on important allowances of technical and mechanical know-how (John, Weiss, & Dutta, 1999). These exclusive commerce characteristics outcome in distinct data processing patterns amidst purchasers ([Capon and Glazer, 1987] and [Glazer, 1991]), which need adaptive marketing strategies and devices ([Rangan and Bartus, 1995] and [Shanklin and Ryans, 1987]). In answer to such ecological complexity and turbulence, high-tech marketers ...