• 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.

• The Korea Journal of Herbology
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• v.36 no.1
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• pp.77-85
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• 2021

Objective : This study was designed to investigate effect of immature fruits from Citrus unshiu Markovich to mature them on antioxidative and antiaging-related enzyme activities in vitro. Methods : Fruits from Open field-cultivated C. unshiu Markovich (ripe and unripe fruits of Citri) made a purchase in Jeju island. We measured total polyphenol and flavonoid contents in mature C. unshiu Markovich (MC) and immature C. unshiu Markovich (IMC) 70% ethanol extract. DPPH free radical, ABTS radical, and hydroxyl radical scavenging activities in both extracts were determined. Also, reducing power, SOD-like activities, elastase inhibition, and collagenase inhibition activities of these extract were assayed at 5, 1, 0.5, and 0.1 mg/㎖. Results : The total polyphenol contents in the ethanol extract of IMC were higher than those of MC (26.99 ± 0.89 mg/TAEg). And total flavonoid contents in them were very similar to both extract (MC; 7.25 ± 0.4 mg/RUEg and IMC; 7.44 ± 0.18 mg/RUEg). DPPH free radical scavenging activities, ABTS radical scavenging capacity, reducing power, and SOD-like activities of IMC-treated group showed significant increase compared to those of MC group in all treated concentrations. Particularly, DPPH free radical scavenging and elastase inhibition activities in IMC-treated group at 5 mg/㎖ showed similar with positive control group. Besides, IMC extract at 5 mg/㎖ concentration surpassed positive control (BHA or Vit. C) in SOD-like activities and ABTS radical scavenging capacity. Conclusion : These results suggest that IMC ethanol extract may be used as a natural antioxidant and a antiaging material for development of functional foods and cosmeceuticals.

• 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.

• 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.

• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• East Asian Journal of Business Economics (EAJBE)
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• v.1 no.3
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• pp.42-50
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• 2013

Brand Equity plays a major role in the highly competitive Quick Service Restaurants (QSR) industry in India. There are a variety of factors which affect the brand equity that a company commands in the market. Integrated Marketing Communication (IMC) is an emerging concept in marketing wherein all the major promotional activities are used to create a synergic output and send across a clear and consistent message to the customers. This study aims to find out the impact of five major tools of IMC namely Advertising, Word of Mouth, Sales Promotion, Event Sponsorships and Public Relations which are most applicable in the QSR industry on the four major dimensions namely Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty which aid in creating Brand Equity. The study was conducted by collecting data from a sample and analyzing the data using statistical tools to find any relationships between the above mentioned variables. The findings suggest that marketers should focus on building favorable opinion about the brand amongst customers and take care regarding the news published about the brand since it affects brand image. Moreover, it was also found out that making people aware about the brand and the perceived quality about the brand play the major role in creating brand equity more than other factors.

• Journal of Microbiology and Biotechnology
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• v.24 no.3
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• pp.371-378
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• 2014

The aim of the present study was to investigate the antigenotoxic properties of the probiotic Lactobacillus rhamnosus IMC501; DNA damage was induced by one representative food mutagen, 2-amino-1-methyl-6-phenylimidazo[4,5-b]pyridine (PhIP). Mice were treated orally with suspensions of lactobacilli for 10 days before administration of food mutagen. During the treatment, the abundance of lactobacilli in feces, as assessed by qPCR analysis, increased, whereas ${\beta}$-glucuronidase and N-acetyl-${\beta}$-glucosaminidase activities decreased. The extent of DNA damage was measured in colon and liver cells by comet assay. In colonocytes, diet supplementation with IMC501 resulted in a significant inhibition of DNA damage induced by PhIP. The results obtained in this in vitro study suggest that Lactobacillus rhamnosus IMC501 used as a dietary supplement can provide a useful integration of antimutagen food components of the normal diet, which are generally lower than the protective level.

• Asia Marketing Journal
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• v.13 no.3
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• pp.249-264
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• 2011

Brand is the major enduring asset of a company and more valuable than the totality of specific products and facilities. Thus brands are powerful assets that must be carefully developed and managed. The company should design and implement marketing activities and marketing communication programs to build and grow the brand value. Strarbucks, Samsung Galaxy, and Nike brands get a price premium and generate strong customer loyalty. A power brand has high brand equity, which is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand equity is created when brands have strong, favorable and unique brand associations with customers and high level of brand awareness. Therefore marketers in building a strong brand should ensure to develop the right type of customer experiences with products and effective integrated marketing communication(IMC) programs to create the brand equity. Since 2007 Sinhan card acquiring the LG card has developed the new brand identity and carefully managed the advertising campaign and other marketing communication mix tools to create the high brand awareness and differential brand image. In this case study we examine how Sinhan card with the goal of being No.1 brand in the credit card market has developed and implemented the IMC Strategy to build a high level of consumer brand awareness, unique brand image and strong customer relationship.

• 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.

• Management & Information Systems Review
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• v.21
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• pp.29-47
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• 2007

The purpose of this study is to analyze the case on the strategic MPR that has rapidly growing for years. And the Brand, which was at first used to be distinguished from many other products or services, is going through its gradually expanded definition, not merely for the highlight of the distinctions. This study was performed to review the literature on concept and meaning of Marketing Public Relations(MPR) which was used for IMC planning and to identify formation, development, and functional characteristics of MPR. MPR is a series of public communication act in order to gain credibility on their products and services with consumers and prospects from consumer-oriented viewpoint. The subject of the study are Colleges or Universities who try hard to work their various and strategic PR communication. The results of this research indicates that maximization of the integrated effect between marketing and public relations shall be achieved in planning MPR strategy. The meaning of this study is to verify the significance and need of the Colleges or Universities' specialized characteristics in strategic MPR activities. It is expected that this research will provide meaningful suggestions to PR and marketing practitioners.