• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.113-145
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• 2008

Marketing for the distribution industry is making an ongoing progress in the changes of customers, the competitive environment, and the internal marketing environment. Integrated marketing communication activities are required for the enhancement of efficiency in the market.oriented activities. In this study, IMC is defined as "a notion that a market oriented business integrated marketing communication means, conducting and evaluating marketing activities with consistent messages in order to communicate with customers based on databases." In this study, an IMC planning model for the improvement of marketing efficiency in the distribution industry was derived from a pilot study. This model may be broken down into the following phases: IMC goals setting, situational analysis (customer analysis, competition analysis and company analysis), customer data analysis, contact management, budgeting, the establishment of an IMC strategy, the IMC mix and execution, an evaluation system, and feedback. In consideration of the characteristics of the distribution industry, this study was accompanied by a vocational study on IMC means employed by, in particular, department stores and other distributors such as: advertising, sales promotion, sales promotion advertising, direct marketing, public relations, personal selling, the Internet, mobile, visual merchandising, words of mouth. In addition, this study also covered the correlation among variables such as IMC activities of distributors, the process of forming customer's brand attitudes, brand loyalty and repurchase intention. This research would enhance the utilization of IMC. The analysis on customer's brand attitudes toward the IMC activities of distributors requires the simultaneous consideration of how they are linked to purchase as well as their attitudes toward both distributors and stores. The formation of brand loyalty and repurchase intention is related to the integration of marketing communication and the maintenance of consistency in contents, which requires integrated brand communication (IBC) strategies. IBC is a concept of using IMC means to manage the brand in a continuing and consistent manner and measuring their effect, which is a process to establish enterprise.level brand identity and maximize brand loyalty and repurchase intention by integrating IMC means. For an empirical analysis in this study, an online questionnaire survey was conducted among those department store customers from 20's to 50's who reside either in the Seoul and Gyeonggi areas and have made purchase at department stores. In this study, the research model consisted of four theoretical variables: IMC activities, IMC attitudes, brand loyalty, and repurchase intention, on which variables a pilot study was conducted. A number of hypotheses were constructed on the relations between IMC activities and IMC attitudes, between IMC attitudes and repurchase intention, and between brand loyalty and repurchase intention. The test of the hypotheses may be summarized as follows: Firstly, the test of the hypothesis concerning the relation between IMC attitudes and IMC activities - advertising, sales promotion, direct marketing, public relations, personal selling, the Web, mobile, visual merchandising, and word of mouth - indicates that advertising, sales promotion, direct marketing, public relations, personal selling, mobile, visual merchandising, and word of mouth have significant impact on IMC activities. In addition to the result similar to those of previous studies that such marketing communication means as word of mouth, advertising, personal selling and sales promotion, in particular, play very important roles, a notable finding of this study is that visual merchandising performed by department stores is shown to have very significant impact on IMC activities. On a separate note, it is also noteworthy that Internet marketing activities engaged by department stores are not shown to have significant impact on IMC attitudes. Secondly, the test of the hypothesis on the relation between IMC attitudes and brand loyalty attests that IMC attitudes for the distribution industry significantly affect brand loyalty. Thirdly, the test of the hypothesis concerning the relation between IMC attitudes and repurchase intention confirms that IMC attitudes for the distribution industry significantly affect repurchase intention. Fourthly, the test of the hypothesis concerning the relation between brand loyalty and repurchase intention indicates that brand loyalty significantly affect repurchase intention. A comprehensive view of these findings points to the conclusion that the IMC activities for the distribution industry do affect IMC attitudes, brand loyalty, and repurchase intention.

• Culinary science and hospitality research
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• v.22 no.8
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• pp.53-66
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• 2016

Present study confirmed the influential relationships among menus choices, IMC activities, customer satisfaction and revisit intention as perceived by Italian restaurant consumers to establish the marketing strategy. The results are as follows: The menu choice traits of the Italian restaurants have proved that menu quality, menu composition, and physical offer have significant influences on the customer satisfaction. In addition, all the factors of menu choice traits except physical offer have significant effect on the customer's revisit intention. Furthermore, the IMC activities of the Italian restaurants have been proved that the advertisement and the public relations have significant influence on the customer satisfaction and revisit intention, but there was no signigicant impact with personal selling. Last, the customer satisfaction has been identified as a critical antecedent of revisit intention in this study.

• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.95-106
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• 2020

The study was conducted to investigate the effectiveness of professional volleyball teams' integrated marketing communication(IMC) activities. The subjects of this study were a total of 400 surveys of visitors who visited the stadium to watch mans professional volleyball games from 2019 to 2020, and 385 questionnaires except for invalid or error questionnaires were used for research purposes. For factor analysis and reliability testing, IBM SPSS Statistics Ver 21.0 was used. Frequency analysis was conducted to examine the general characteristics. To verify differences between groups according to demographic and general characteristics, independent sample t-test and one-way ANOVA were performed, and correlation analysis was performed to examine the relationship between variables. In addition, regression analysis was conducted to verify the influence between variables. The results of the study are as follows. First, there was no difference in club image, club reputation, and club loyalty by gender. Second, there was no difference in club image, club reputation, and club loyalty according to age. Third, there was no difference in the club image, club reputation, or club loyalty according to the viewing experience. Fourth, professional volleyball team IMC activities were found to affect the club image. Fifth, professional volleyball team IMC activities were found to have an impact on the club's reputation. Sixth, it was shown that professional volleyball team IMC activities have an effect on club loyalty. Eighth, the club image was found to affect the club loyalty. Finally, it was found that the club reputation influenced the club loyalty.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2017.10a
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• pp.194-196
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• 2017

is a MOBA game developed by 2015 at the Tentent's Tianmei Studios. The operation of the game was very successful, ranking first in the global mobile gaming revenue list in May 2017. However, most of the discussion about this game are the moral critique of game addiction. In fact, a game's success is closely related to the Marketing strategy beyond the contents of the game. This research using a neutral point of view to see the communication modes of during the early, development and outbreak period, analyze the integrated marketing communication strategy (IMC) through the method of case study, and concluded that the key to the success of IMC is the flexible use of various communication methods to achieve a three-dimensional offensive according to the famous Synergy Theory. It is also hoped that this article will be helpful for practitioners to realize the importance of Publicity and promotion of other game products.

• Management & Information Systems Review
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• v.39 no.3
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• pp.127-140
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• 2020

This study conducted analysis of YouTube channels by domestic companies as the marketing strategies of domestic companies vary due to the rapid growth of the Internet and YouTube channels. The YouTube channel analysis analyzed the number of subscribers, plays, videos and classifications of domestic companies on YouTube channels, the top 100 domestic companies in the YouTube ranking site "Company/Official. The analysis showed that 4.53 million companies had the largest number of subscribers, Samsung mobile, 544.69 million circuit Samsung mobile, and 11,416 League of Legends-Korea channels had the largest number of videos. The most product classification showed that food/dining companies were engaged in a lot of YouTube activities. The use of YouTube, which is rapidly growing in companies through analyzing YouTube channels from the perspective of a company's new marketing strategy, is a new tool for integrated marketing communications. It is expected that the YouTube channel, which enables two-way communication of companies' marketing strategies, will be used as basic data when producing YouTube content in the future.

• Asia Marketing Journal
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• v.10 no.3
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• pp.103-125
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• 2008

After having changed its corporate brand from LG Fire & Marine Insurance to LIG Non-life Insurance in 2006, LIG Insurance has successfully built the corporate image as the leading insurance financial group by engaging in extensive corporate social responsibility activities. LIG, as 'a partner for sharing precious moments of life', intended to provide customers a new value of an insurance by building up the new corporate brand. It established three values to be shared internally. First was to instill a brand value orientation within the organization. Second, the firm identified the brand's value to be delivered to the customers. Third, they defined the image objective to be communicated to them. Based on these set of objectives, the company designed and implemented an integrated marketing communication(IMC) strategy over several years. The result was a successful transition to the new corporate brand name.

• Asia Marketing Journal
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• v.13 no.4
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• pp.227-251
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• 2012

This study analyzed Woori Investment and Securities' industry-leading marketing from both a brand management and a marketing decision-making perspective. By executing a different marketing strategy from its competitors, Woori Investment and Securities recognized recent changes in the asset management and investment markets as an open opportunity, and quickly responded to the market changes. First, the company launched the octo brand as a multi-account product, two years before its competitors offered their own products. In particular, it created a differentiated brand image, using the blue octopus character, which became familiar to the general financial community, and was consistently employed as part of an integrated marketing communications strategy. Second, it executed a brand expansion strategy by sub-branding octo in a variety of new financial products, responding to rapid changes in the domestic financial and asset management markets. Through this strategic evolution, the octo brand became a successful wealth management brand and representative of Woori Investment & Securities. Third, it has converged market research, demand and trend analysis, and customer needs acquired through various customer contact channels into a marketing perspective. Thus, marketing has participated in the product development stage, a rarity in the finance industry. Woori Investment and Securities has a leading marketing system. The heart of the successful product creation lies in a collaboration of their customer bases among the finance companies in the Woori Financial Group. The present study suggested a corresponding strategy for octo brand, which is expected to enter into the maturity stage of its product life cycle. In addition, this study found a need to modify the current positioning strategy in order to position and preserve sustainability in the increasingly competitive asset management market. It also suggested the need for an offensive strategy to counter the number one M/S company, and address the issue of cannibalism in the Woori Financial Group.