Anna Lund Jepsen

Online Marketing Communications: Need for a New Typology for IMC?

ABSTRACT Online marketing communications (OMC) have either been an implicit part of the traditional communication disciplines or added as one, single discipline without much discussion about their role in integrated marketing communications (IMC). In this article, we first state a case why online communications are distinguished by more than their use of a new medium–the internet, and that online communications should, accordingly, not be integrated into the traditional disciplines. Subsequently, we discuss whether OMC tools can be contained in one, single discipline or if they are so varied that they need multiple disciplines. The discussion is rooted in a consideration of a range of online communication tools. As a result of this consideration we propose that OMC should be treated as a separate line of communication disciplines, and consequently we propose a new typology for OMC.

Low attention advertising processing in B2B markets

Purpose – The purpose of this paper is to state a case for consideration of low attention processing when advertising in industrial markets.Design/methodology/approach – Through a critical description of low attention processing the paper demonstrates how this framework can be applied in industrial markets. A case is made that it is relevant to consider low attention processing in industrial markets. Content analysis is subsequently applied to 48 advertisements for products that are deemed to invoke low attention. In the analysis, focus is on whether the advertisements employ emotional appeals in connection to brands and/or use intuitively understandable messages as would be advisable for attitude change through low attention processing.Findings – The analysis shows that emotional appeals are used little in advertisements targeted at the selected market and that advertisements in which the brand clearly is displayed in combination with positive emotional appeals are rare. This combination was only seen in...

SMS/MMS: A Rising Star in Online Marketing Communications?

ABSTRACT As the field of online marketing communications (OMC) matures, the importance of some activities deteriorates while others become more important. Of the newer activities especially short message service (SMS) and multimedia messaging service (MMS) communications via mobile telephones seem to provide interesting opportunities. To foresee whether this activity will become more important in the future, a survey among a sample of Danish companies (n = 273) and advertising and communication agencies (n = 129) was carried out. A discrepancy between importance in present OMC and demand at the agencies supports that SMS/MMS marketing will grow in importance. In addition, online sponsorships and online sales promotion will become more important.