Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study

Effect of integrated marketing communication on brand value with the role of agency's reputation (including case study)

Background and purpose :In today's world, the core capital of many organizations is the brand of that organization. In this research, the effect of integrated marketing communications on brand value has been considered with the mediating role of the reputation of the organization in Iranian insurance Materials and methods:This study is applied in terms of its objective and it is descriptive in ...

Advertising Sensitivity and Integratedmarketing Communications in Theinternational Environment

In order to survive in this highly competitive global marketplace, it is extremely essential for organizations to have an effective integrated marketing communication plan in place. Having a knowledge about the various types of markets that exist in the world, and in particular in Asia which is perhaps the most rapidly growing market, will help achieve this objective. This paper provides us an ...

Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality

This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available from the U.S. Census Bureau’s quinquennial Economic Census and the Service Annual Survey. We define the A&MS industry in terms of ...

An integrated production-marketing planning model With Cubic production cost function and imperfect production process

The basic assumption in the traditional inventory model is that all outputs are perfect items. However, this assumption is too simplistic in the most real-life situations due to a natural phenomenon in a production process. From this it is deduced that the system produces non-perfects items which can be classified into four groups of perfect, imperfect, reworkable defective and non-reworkable d...

Beyond Mobile Advertising: an exploratory study of customer engagement and empowerment behaviour via mobile devices in relation to marketing communication campaigns in Saudi Arabia