32 research outputs found
'IMC is dead. Long live IMC': Academics' versus practitioners' views
The purpose of this research is to establish whether academics and practitioners are similar in their perceptions of what Integrated Marketing Communications (IMC) is and the role it has to play in today's dynamic landscape. This objective is achieved first by examining the IMC literature to establish the main themes that underpin the construct and to identify the topics that have been most discussed over the past 10 years. These findings are then utilised to perform a content analysis of 10 essays that were published by Campaign magazine in December 2010 by high-profile practitioners under the heading of ‘What's Next in Integration’. The findings indicate that there are differences in the perception of academics and practitioners on IMC, mainly in the area of internal audiences and its strategic role within an organisation. These findings are of interest to academics, clients, and agencies, as these areas of misunderstanding may be acting as a barrier to IMC implementation. This research identifies significant differences in how IMC is perceived by academics and practitioners in the advertising industry. This identification is important because organisations can only benefit from IMC fully if there is a common understanding across clients, agencies, and academics of what it is and how it works. Misunderstandings can create barriers to full implementation, and it is the responsibility of the industry as a whole to address this and enable meaningful dialogue to take place and progress to be mad
“IMC is dead. Long live IMC”: Academics' versus practitioners’ views
The purpose of the research is to establish whether academics and practitioners are similar in
their perceptions of what Integrated Marketing Communications (IMC) is and what role it has to
play in today’s dynamic landscape. This objective is achieved by analysing ten essays that were
published by Campaign magazine in December 2010 under the heading of “What’s Next in
Integration”. The essays were written by a selection of successful and high profile practitioners
and it was therefore felt to be an accurate description of views of the industry on the subject. The
essays are analysed utilising a framework provided by Kliatchko (2008) with reference to other
key writers in the field. The implications of the findings are then discusse
Examining the Relationships Between Leisure Constraints, Involvement and Attitudinal Loyalty among Greek Recreational Skiers
This study aimed at identifying the main constraints that limit recreational skiers' participation in skiing activities, and examined the relationships among leisure constraints, skiing involvement and skiing loyalty. The study used a theoretical framework of leisure constraints, and data were collected from one hundred and ninety (n = 190) Greek recreational skiers. An exploratory factor analysis of the constraints scale used revealed the presence of five constraint dimensions: "skiing experience'', "psychological constraints'', "time'', "finance/accessibility'' and "lack of partners''. The analysis indicated that constraints significantly influenced both involvement and loyalty. In addition, the involvement facets of centrality and attraction significantly influenced skiing loyalty. These results have theoretical implications in terms of the role of leisure constraints on predicting attitudinal aspects of participation, and practical implications for resort managers