Design of an IMC Model for Financial Services

Document Type : Original Article

Authors

1 Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran

2 departement of management,firoozkooh,branch,islamic,azad university,firoozooh,iran

3 departement of management,,payamnoor university,iran

Abstract

Abstract
IMC is one of the newest perspectives and models in targeting business advertising and communications. This systematic model seeks the effectiveness and synergy of corporate communication and advertising activities. the research was aimed to design and explain the IMC model in the Tehran Stock Exchange. This research is practical and the development in terms of purpose, and hybrid quantitative and qualitative methods in terms of method. The statistical population consisted of two groups of experts, 20 specialists in the field of marketing and stock exchange from university professors and top brokerage managers of the Tehran Stock Exchange, which were selected by a snowball and purposive sampling method. Data collection tools were the in-depth study of theoretical literature and semi-structured interviews with experts. To answer the questions in the qualitative section and identify the essential components and indices of IMC, first through the in-depth study of previous research, relatively comprehensive knowledge of the literature was obtained. These factors were then interviewed in the Delphi technique in three stages, and expert opinions were applied to the model. Due to the high values of the agreement coefficient in the third stage of the interview, the indices of the conceptual model were approved by the experts. This model was identified and prioritized in four conceptual layers, ten components, and 56 indices. It was proposed and presented as the best model for combining tools and methods of IMC in the Tehran Stock Exchange.

Keywords

References

  • Abdolvand, M.A., Heydarzadeh, K., Najafi Pirasteh, M., (2010). Evaluating the application of direct marketing in non-profit service organizations, Journal of Management Research. Spring 2010.
  • William F. (1999),“ Contemporary Advertising“, 7th ed., USA: The McGraw-Hill Companies, Inc., p. 221. 47. J.
  • Belch, G.E, & Belch, M.A, (2017),“Advertising and Promotion: An Integrated Marketing Communications Perspective“, 6thed. Boston: Irwin/McGraw Hill.2-22.
  • Amirshahi, A., Yazdani, H.R., Mohammadi, M., (2012). Study of the status of IMC and its effective factors (Case Study: Bank Mellat), Journal of Business Management Perspective, No. 12, pp. 55-72
  • Bashokouh, M., Shekashtehband, M., (2012). Study of the effect of elements of IMC on brand strength in the banking industry, Journal of Business Management Perspective, Vol. 4, No. 3, pp. 21-42.
  • Don E. Schultz (2006), “Definition of Internal Mktg. Remains Elusive,” Marketing News, 15 Jan.
  • Dave Chaffe,et al. (2003), “Internet Marketing:Strategy,Implementation,And Practice,2and ed“.,Essex:pearson Education Limited ,p.320
  • Dincer Hasan, Hacioglu Umit, Recep Yilmaz. (2013) the Effect Of Integrated Marketing Communication Competencis On Banking Performance: Analysis With Fuzzy VIKOR Method
  • Chi, Yo Huang. Cheng,Wei Liu, Gwo.Hshiung, Tzeng, (2012), “ The Fuzzy DEMATEL Based Impact Derivations for Integrated Marketing communications on the High “,Technology Brand
  • Frank G. Bingham, Roger Gomes, & Patricia A. Knowles (2005), “ Business Marketing“, 3rd ed., N.Y.: McGraw,Hill,Irwin, p. 303
  • Glazer,R. and Weiss,A.M(1993), “ Marketing In Turbulent Enviroment“ , Journal Of Marketing Research, Vol.16, pp: 509-521
  • Goodarzi, M., Ismaili, N., (2011). Ranking of public relations tools based on the AIDA model in the production sector of the sports industry by AHP method, Journal of Sports Management and Motor Science Research, Summer 2011.
  • Haghparast, M., (2000). Study and selection of appropriate promotion mix for marketing research companies appropriate to the group decision-making method, Tarbiat Modares University, M.Sc. Thesis.
  • Huang, R. & Sarigollu, E. (2011), “ How brand awareness relates to market outcome, brand equity“, and the marketing mix, Journal of Business Research, 1-8.
  • Jerry, fjermestad.Nicholas,C,romano,jr (2003) ,“electronic customer relationship management the general principles of usability and resistance_ an integrative implementatic framework ,”businessprocess management journal,9,no.5,p.574.
  • Jobber,David (2004), "Principles and Practice of Marketing",4 th ed ,London:McGraw-Hill.
  • Kotler, P. (2003), “Marketing management: Analysis, planing and control”, New Jersey: PrenticeHall, Inc Englewood Cliffs
  • Kotler, P. (2006), “Marketing Management“, 11th, Prentice Hall. Moving Beyond Marketing In New Ventures, International Journal of Entrepreneurship.31 (3), 123-136.
  • Kotler,Philip et al (2001), "Principles of Marketing",3rd ed,Upper Saddle River,New Jersey : Prentice Hall
  • Khoshgadam, L., (2014). Designing a dynamic IMC model using multi-criteria decision making methods in the banking industry, Mazandaran University of Science and Technology, M.Sc. Thesis.
  • Lynne, Eagle. Philip, J Kitchen (2000), “IMC” Brand Communications, and Corporate Cultures – Client , Advertising Agency Co-ordination and Cohesion,” European Journal of Marketing, Vol.34, No.5-6.
  • Kotler ،P (2003) "Marketing Management: Analysis, Planning, And Control"،Englewood Cliffs, New Jersey
  • Michell, P., Lynch, J. & Alabdali, O. (1998), “New perspectives on marketing mix programme standardization”, International Business Review, 7, pp. 617–634.
  • Maharashtra (2019),” Traditional model of marketing communications and integrated marketing communications: comparative” ITM International Conference and Summit on Techno Management Trends, Mumbai, India
  • Nikadimovs(2019), “IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATIONS, SOCIETY. INTEGRATION“, EDUCATION,Proceedings of the International Scientific Conference. Volume VI, May 24th -25th, 2019. 441-453
  • Pratkanis, A. R., and Aronson, E, (2001), “ Age of propaganda: The every day use and abuse of persuasion (rev. ed.) “, New York: W. H. Freeman, 18-129.
  • Rahnama Roodposhti, F., Faizollahzadeh, M., (2012). Fundamentals of financial marketing: The place of importance and the need to recognize it in financial management based on the theorizing approach, Quarterly Journal of Investment Knowledge, No. 6, pp. 1-14.
  • Santa,Bormane. Daina,Šķiltere. (2018) “CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION”,Proceedings of the International Scientific Conference. Volume VI, May 25th -26th,. 478-493
  • Sandra E. Moriarty, & Tom Duncan (1992), “ Marketing“, New Jersey: Prentice-Hall, Inc., p. 63
  • Sorawit Ngamsutti,(2018), “Factors Influencing Integrated Marketing Communication Strategy:Empirical Evidence from Fashionable Apparel Businesses in Thailand, Human Behavior“, Development and Society,ISSN 2651-1762, Volume 19, 2018
  • Solomon, Michael R) 2011(,“Consumer Behavior, “ 9th ed. Boston, Mass ; London : Pearson, c2011SUNIL, KUMAR, DHARMAPPA, Lagos(2019) “EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION” Dissertation submitted to Selinus University of Sciences and Literature, School of Business
  • Thomas Russell. J, & W. Ronald Lane (1999), “ Kleppner's Advertising Procedure“, 14th ed., New Jersey: Prentice-Hall, Inc.
  • Shafiee, M., Ketabi, S., Ardakani, M., (2012). Optimal selection of IMC tools with fuzzy hierarchical analysis approach, Journal of Operations Research and its Applications, Year 9, No. 3, pp. 13-26.
  • Salamon, m., (2010). Marketing, real people, real selection, Venus, D., and Karami, M., Mehraban Publishing.
  • Saeedi Sarmad, S., Abdollahi Bajestani, A., (2015). Identification and prioritization of IMC tools in the food industry using fuzzy technique in Dina Food Industries, Journal of Marketing Management, No. 29, p.85.
  • Sadeghi Sharif, J., Alipour, M., Orouji, M., (2016). Financial marketing mix in Tehran Stock Exchange, Quarterly Journal of Yazd University, Vol. 8, No. 16, pp. 233-283
  • Thomas R . Duncan (2005) “.principles of Advertising &IMC , “2nd ed.,usa:mcgraw-hill,Irwin.
  • Tania Akter ,(2019). “Integrated Marketing Communications Tools of Bikroy.com Ltd” Lecturer BRAC Business School
  • Thomas R. Duncan, & Frank Mulhern (2004), A White Paper on The Status, Scope and Future of IMC, USA: Editors, p. 9; Jerry Kliatchko, op. .cit
  • Tatjana Cvetkov,(2019), “Development and Implementation of the Integrated Marketing Communications Concept“,Economic Analysis, Vol. 52, No. 1, 36‐47
  • vanwoo, W. CH., An, S.-K. & Cho, S. H. (2008). “Sport PR in message borads on major League Baseball website”, Public Relations Review, 34 (2), pp. 169-175.
  • Warren J. Keegan Herrera, F. L. E. & Rodriguez, M. A. (2008). “Linguistic decision model for promotion mix management solved with genetic algorithms”, Fuzzy Sets and System, 131 (1), pp. 47-61.

Files

Share

How to cite

Statistics