TITLE

IMC and The Effies: Use of Integrated Marketing Communications Touchpoints Among Effie Award Winners

AUTHOR(S)
Quesenberry, Keith A.; Coolsen, Michael K.; Wilkerson, Kristen
PUB. DATE
October 2012
SOURCE
International Journal of Integrated Marketing Communications;Fall2012, Vol. 4 Issue 2, p60
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This study analyzed integrated marketing communicationss (IMC) touchpoints used in Effie Award-winning campaigns--campaigns awarded for their marketing effectiveness. An analysis of 421 campaigns from 1998 to 2010 indicated increased use in the number of communications touchpoints during the examined time period. Of those communications touchpoints, public relations, interactive marketing, guerilla marketing and consumer involvement showed noteworthy increases over time. Over the last 13 years, marketing has changed dramatically and the practice of IMC has increased greatly. During the same time span, the Effie Awards have increasingly honored campaigns that use multimedia communications touchpoints and have decreased honoring single-touchpoint campaigns.
ACCESSION #
84442826

 

Related Articles

  • Public relations comes of age Robinson, David // Business Horizons;May/Jun2006, Vol. 49 Issue 3, p247 

    Abstract: Public relations (PR) is an important component of a firm''s Integrated Marketing Communications strategy. Once populated by such passive acts as issuing press releases and responding to press inquiries, the field has “come of age” and developed into an active part of the...

  • ADVERTISING REVIEWS.  // Campaign;7/16/2010, Issue 28, p11 

    The article offers several information related to advertising industry in Great Britain in 2010 including the advertising account reviewed by Comic Relief for the celebrity chef Gordon Ramsay's range of sauces and the appointment of Quiet Storm by Dormen Food Co. to make a 500,000 dollars...

  • Best integrated marketing campaign.  // Revolution (14605953);Apr2009 Supplement, p50 

    The article announces that the Watch your own heart attack campaign from the British Heart Foundation, created by Grey London, has been given the 2009 Revolution Award for best integrated marketing campaign.

  • LETTER OF THE WEEK. Marcus, Andrew // PRWeek (London);7/12/2013, p14 

    A letter to the editor is presented explaining the meaning of integration as applied to public relations campaigns.

  • PUBLIC RELATION BASED MODEL OF INTEGRATED MARKETING COMMUNICATIONS. Naumovska, Ljupka; Blazeska, Daliborka // UTMS Journal of Economics;Dec2016, Vol. 7 Issue 2, p175 

    The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing...

  • Entries open for marketing award.  // Malay Mail;9/26/2012, p22 

    The article reports on the opening of entries for Effie Awards conferred upon talented marketers in the world.

  • The 8th edition of MENA Effie Awards 2016. Singh, Sunil // Gulf Marketing Review;12/20/2016, p1 

    The article focuses on the 8th edition of MENA Effie Awards 2016 that was held at the Pavilion in Armani Hotel in Dubai.

  • Intel begins next generation marketing push. Alarcon, Camille // B&T Weekly;5/4/2007, Vol. 57 Issue 2607, p6 

    The article describes the advertising and marketing campaign of Intel Australia for its Core 2 Duo microprocessor. Intel is a corporate sponsor on the "It Takes Two" television series. The campaign includes television advertising, billboards, integrated marketing, and public relations to build...

  • Putting your heart into direct spending. Hammond, Andrew // Precision Marketing;3/10/2006, Vol. 18 Issue 19, p16 

    The article comments on the benefits of direct marketing and integrated marketing campaigns for marketers in Great Britain. Key issues discussed include the need for advertisers to recognize the marketing possibilities of integrated campaigns and the brand-building power of direct marketing when...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics