COM 2001 Volume 6

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http://hdl.handle.net/11660/9709

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Browsing COM 2001 Volume 6 by Subject "Integrated marketing communication (IMC)"

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    Integrated marketing communication: exploring industry practices and perceptions in South Africa
    (University of the Free State, 2001) Store, Christel; Mulder, Dalme
    A major new phenomenon confivnting the marketing communication industry in the new millennium is integrated marketing communication (IMC). Although this concept was conceived in the early I 990s, it is still relatively new in the world of marketing, especially in South Africa. The nature and consequences of IMC are of particular illlerest to the marketing industry in terms of the remuneration systems of agencies, the services marketing agencies offer, and the relationship between agencies and clients. Indeed, neglecting IMC can have dire financial consequences for agencies (in terms of lost revenue), as well as clients (in terms of lost market share/awareness).
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    The role of radio integrated marketing communication
    (University of the Free State, 2001) Van Rheede van Oudtshoorn, G. P.; Mulder, Dalme
    Radio, the oldest broadcasting medium, is still a hugely popular medium reaching more than eighty five per cent of the South African population. Radio's output is intimate, friendly and approachable rather than glamorous. Compared to television, radio is inexpensive to produce. It has been around so long and is so well trusted that it is in the happy but difficult position of being taken for granted. It has been said that the explosion in media choice leaves consumers with less time to spend with "old" media. Marketers are slowly but surely beginning to appreciate the qualities that make radio an excellent choice in any integrated marketing communication program.