Edwina M. Luck

IMC: Has anything really changed? A new perspective on an old definition

Integrated marketing communication (IMC) has emerged as a new concept in marketing in the twenty-first century. IMC is mostly thought of, taught and written about as simply the integration of advertising and promotional activities. However, this paper proposes IMC as a broader concept. It is more than a process or activity within an organisation: it is a system of belief or engagement, embedded in an organisations culture, underpinned by communication and driven by technology and senior management. We identify seven major tenets of the integrated view of marketing communication within the IMC literature, and argue that early marketing concepts of the twentieth century are no longer valid. IMC can be seen as a new paradigm in marketing, equipped with central concepts that apply to many business environments.

What Advertisers Need to Know about the iYGeneration: An Australian Perspective

A great challenge exists today: how to reach youth (a.k.a. the iYGeneration) who consume multiple media concurrently, who can access information on demand, and who have intertwined virtual social media networks in their lives. Our research finds that Australian youth multi-task and rarely use traditional media, although significant differences between males and females, as well as late tweens and 20-somethings, exist. Technology convergence facilitates two-way dialogue, allowing growing social interactions to occur in their technological environments. Our findings show that in order for marketing communication professionals to effectively communicate with this market, it is crucial to know exactly how the iYGeneration use media, which media they use, and when they use it.

Developing a Second Life Virtual Field Trip for University Students: An Action Research Approach

Background: Integrating 3D virtual world technologies into educational subjects continues to draw the attention of educators and researchers alike. The focus of this study is the use of a virtual world, Second Life, in higher education teaching. In particular, it explores the potential of using a virtual world experience as a learning component situated within a curriculum delivered predominantly through face-to-face teaching methods. Purpose: This paper reports on a research study into the development of a virtual world learning experience designed for marketing students taking a Digital Promotions course. The experience was a field trip into Second Life to allow students to investigate how business branding practices were used for product promotion in this virtual world environment. The paper discusses the issues involved in developing and refining the virtual course component over four semesters. Methods: The study used a pedagogical action research approach, with iterative cycles of development, intervention and evaluation over four semesters. The data analysed were quantitative and qualitative student feedback collected after each field trip as well as lecturer reflections on each cycle. Sample: Small-scale convenience samples of second- and third-year students studying in a Bachelor of Business degree, majoring in marketing, taking the Digital Promotions subject at a metropolitan university in Queensland, Australia participated in the study. The samples included students who had and had not experienced the field trip. The numbers of students taking part in the field trip ranged from 22 to 48 across the four semesters. Findings and Implications: The findings from the four iterations of the action research plan helped identify key considerations for incorporating technologies into learning environments. Feedback and reflections from the students and lecturer suggested that an innovative learning opportunity had been developed. However, pedagogical potential was limited, in part, by technological difficulties and by student perceptions of relevance.

Engaging Social Customers – Influencing New Marketing Strategies for Social Media Information Sources

A global, online quantitative study among 300 consumers of digital technology products found the most reliable information sources were friends, family or word of mouth (WOM) from someone they knew, followed by expert product reviews, and product reviews written by other consumers. The most unreliable information sources were advertising or infomercials, automated recommendations based on purchasing patterns or retailers. While a very small number of consumers evaluated products online, rating of products and online discussions were more frequent activities. The most popular social media websites for reviews were Facebook, Twitter, Amazon and e-Bay, indicating the importance of WOM in social networks and online media spaces that feature product reviews as it is the most persuasive piece of information in both online and offline social networks. These results suggest that ‘social customers’ must be considered as an integral part of a marketing strategy.

The electronic village: the digital challenges in communication strategies for sporting organisations

The popularity of Web 2.0 has changed communication methods, particularly for the younger generation who want relationships and engagement with organisations. Changes in digital communication have been enormous in the last ten years and have led to the trend of online communities, often referred to as electronic villages. Sporting organisations and their members were surveyed with regard to their particular communication needs, examining their communication strategies and acceptance of the latest communication methods. Our findings suggest that many organisations consider communication as an after-thought. We argue that sporting organisations are not making the most the latest communication methods, nor progressing with members communication desires or what members are actually seeking. Members want electronic, two-way and fast communication tools including electronic newsletters, Blogs, MMS, SMS and bulletin boards.

An investigation of problem-solving support and relaxation motivations on e-WOM

As a consequence of greater computer-mediated consumer-to-consumer communication within the firms marketing communications, there has been a growing need to understand these digital interactions more explicitly. That is, we still know little about the exact extrinsic and intrinsic motivations that drive electronic word-of-mouth. The purpose of the paper is to better understand why members within community-based websites develop a need to exchange and/or develop a social bond within the community. Questionnaire data were gathered from 147 members of an online beauty forum in Australia. The findings highlight that those members seeking problem-solving support in combination with elements of relaxation will be more inclined to exchange with other community members and develop a social bond within that community. Marketing managers can capitalise these findings by strengthening problem-solving support systems and creating environments where community members can also relax and unwind to increase the exchange between members and also increase the social bonds within the community.

Defining entertainment: an approach

Entertainment is a key cultural category. Yet the definition of entertainment can differ depending upon whom one asks. This article maps out understandings of entertainment in three key areas. Within industrial discourses, entertainment is defined by a commercial business model. Within evaluative discourses used by consumers and critics, it is understood through an aesthetic system that privileges emotional engagement, story, speed and vulgarity. Within academia, entertainment has not been a key organizing concept within the humanities, despite the fact that it is one of the central categories used by producers and consumers of culture. It has been important within psychology, where entertainment is understood in a solipsistic sense as being anything that an individual finds entertaining. Synthesizing these approaches, the authors propose a cross-sectoral definition of entertainment as ‘audience-centred commercial culture’.

Internet resources and capabilities: Japanese SME risk-taking, industry and performance

ABSTRACT This study investigates how Internet-related resources and capabilities are influencing performance in Japanese small- and medium-sized enterprises (SMEs). We use a structural equation modelling approach to test these relationships between Internet readiness, Internet capability, risk-taking perceptions and performance within Japanese SMEs (350 SMEs). Unlike other counterpart countries, such as South Korea, Japanese SMEs have been relatively slow in implementing Internet technologies into business practice. However, the results indicate that if Japanese SMEs allocate appropriate resources and deploy Internet capabilities these firms will benefit with performance gains. Further, we find that both the perception of risk-taking and the industry in which the firm operates are key factors in either inhibiting or enhancing the firm’s ability to leverage Internet-related capabilities for firm performance.