By Philip J. Kitchen, Ebru Uzunoglu
This edited publication permits readers to enhance wisdom, perception, abilities, and facility into built-in communications in the postmodern period – an issue of relevance all over the place. This booklet is predicated at the papers provided at a convention hosted in Turkey, a speedily constructing country and one having fun with major progress within the international marketplace.
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Extra resources for Integrated Communications in the Postmodern Era
As such, a global advertisement recognizes both market homogeneity and heterogeneity (Onkvisit and Shaw, 1999). In support, Gould et al. (1999) “confirm and amplify the need to seek a balance between global efficiency and responsiveness to local conditions”. Recent research on how international advertising is standardized shows that MNCs are more likely to adopt the glocal advertising strategy in culturally distinct markets, in which creative strategy is standardized and execution is localized (Jiang and Wei, 2012).
Schultz (1998) argued that the brand is supposed to be the centre of what consumers want, need, and consider to be of value. In actual fact it is the need or want that the brand is assumed to satisfy that is important. Finding this need or want and persuading consumers that this need can be satisfied is the sine qua non of marketing (Kitchen, 2010). In order to achieve either of these, the strategic utilization of IMC in a strategic way should be brought into full play (Tsai, 2005). Schultz (1998) further explains that brand communication is no longer simply what the organization develops, delivers, and pays for, as in the case with traditional advertising programmes.
2002) ‘Communication in postmodern integrated marketing’, Corporate Communications: An International Journal, 7(3), 144–154. J. (eds) (2011) The Evolution of Integrated Marketing Communications: The Customer-Driven Marketplace, London: Routledge. Toffler, A. (1980) The Third Wave: The Classic Study of Tomorrow, USA: Bantam. Vollmer, C. and Precourt, G. (2008) Always On: Advertising, Marketing, and Media in an Era of Consumer Control, New York: McGraw Hill. 2 Integrated Marketing Communications: A Contextual International Advertising Approach Philip J.