Integrated marketing communications and social marketing: Together for the common good?. Issue 3 (13th July 2015)

• Record Type: Journal Article
• Authors: Dahl, Stephan; Eagle, Lynne; Low, David
• Is Part Of: Journal of social marketing. Volume 5:Issue 3(2015)
• Page Start: 226
• Page End: 240
• Publication Date: 2015-07-13
• Subjects: Charities -- Social marketing -- Integrated marketing communications -- Practitioners' view -- Evolve -- Commercial application; Social marketing -- Periodicals; 658.8
• DOI: 10.1108/JSOCM-07-2012-0031
• Languages: English
• ISSNs: 2042-6763

Abstract

Abstract : Purpose: – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach: – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings: – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications: – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications: – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value: – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.