{"id":2252,"date":"2019-02-16T17:23:26","date_gmt":"2019-02-16T17:23:26","guid":{"rendered":"http:\/\/journal.rhetoric.bg\/?p=2252"},"modified":"2019-02-16T17:23:26","modified_gmt":"2019-02-16T17:23:26","slug":"revision-of-the-conceptual-framework-for-integrated-marketing-communications-imc-part-1","status":"publish","type":"post","link":"http:\/\/journal.rhetoric.bg\/?p=2252","title":{"rendered":"Revision of the Conceptual Framework for Integrated Marketing Communications (IMC) &#8211; Part 1"},"content":{"rendered":"<p style=\"padding-left: 30px;\" align=\"JUSTIFY\"><a href=\"http:\/\/rhetoric.bg\/%D0%BF%D1%80%D0%B5%D0%B4%D1%81%D1%82%D0%B0%D0%B2%D1%8F%D0%BD%D0%B5-%D0%BD%D0%B0-%D0%B0%D0%B2%D1%82%D0%BE%D1%80%D0%B8%D1%82%D0%B5-%D0%B2-%D0%B1%D1%80-38-%D1%8F%D0%BD%D1%83%D0%B0%D1%80%D0%B8-201\"><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\"><span lang=\"bg-BG\"><b>Boyan Kutevski<\/b><\/span><\/span><\/span><\/a><\/p>\n<p style=\"padding-left: 30px;\" align=\"JUSTIFY\"><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\">Sofia University \u201cSt. Kliment Ohridski\u201d, part-time lecturer<\/span><\/span><\/p>\n<p style=\"padding-left: 30px;\" align=\"JUSTIFY\"><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\">E-mail<\/span><\/span><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\"><span lang=\"bg-BG\">: <\/span><\/span><\/span><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\">koutevski<\/span><\/span><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\"><span lang=\"bg-BG\">@<\/span><\/span><\/span><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\">gmail<\/span><\/span><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\"><span lang=\"bg-BG\">.<\/span><\/span><\/span><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\">com<\/span><\/span><\/p>\n<p align=\"JUSTIFY\"><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\"><span lang=\"bg-BG\"><b><span lang=\"en-US\"><a href=\"http:\/\/rhetoric.bg\/wp-content\/uploads\/2019\/01\/Kutevski-B-issue-38-January-2019-final1.pdf\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-6944 alignleft\" src=\"http:\/\/rhetoric.bg\/wp-content\/uploads\/2019\/01\/pdff.png\" alt=\"\" width=\"116\" height=\"147\" \/><\/a><\/span>Abstract:<\/b><\/span><\/span><\/span><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\"> The main goal of the paper is to present a \u2018revisit\u2019 to the integrated marketing communications (IMC) concept, based on the key changes in the communication environment with the emergence of online media (incl. social media and online trade platforms). The author reviews the opportunity of IMC to serve not only as a \u2018side\u2019 element in the sales process but to guide it, simultaneously acting as a means of communication, a sales channel and a data-gathering tool for the effectiveness of the synergic system (communications and trade). The highlight of the paper is the detailed study of the potential to put the brand into the center of IMC as a complex and universally functioning marketing and cultural construct. Brand owners can use IMC as an engagement tool. Engagement, in terms of psychology, is closely related to emotional decision-making. Therefore, the brand concept aspects reviewed are closely related to the IMC \u2013 the brand represents an integrated system, in which consumers can decide on following different journeys to a brands of their choice.<\/span><\/span><\/p>\n<p align=\"JUSTIFY\"><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\"><span lang=\"bg-BG\"><b>Keywords:<\/b><\/span><\/span><\/span><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\"> integrated marketing communications (IMC), brand, market mix, advertising, social media<\/span><\/span><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\"><span lang=\"bg-BG\">.<\/span><\/span><\/span><\/p>\n<p align=\"JUSTIFY\"><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\">Rhetoric and Communications Journal, issue 38, January 2019<\/span><\/span><\/p>\n<p><a href=\"http:\/\/rhetoric.bg\/%D0%B1%D0%BE%D1%8F%D0%BD-%D0%BA%D1%83%D1%82%D0%B5%D0%B2%D1%81%D0%BA%D0%B8-%D0%BF%D1%80%D0%B5%D1%80%D0%B0%D0%B7%D0%B3%D0%BB%D0%B5%D0%B6%D0%B4%D0%B0%D0%BD%D0%B5-%D0%BD%D0%B0-%D0%BA%D0%BE%D0%BD%D1%86\"><span style=\"font-family: Times New Roman, serif;\"><span style=\"font-size: medium;\">Read the original in Bulgarian<\/span><\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Boyan Kutevski Sofia University \u201cSt. Kliment Ohridski\u201d, part-time lecturer E-mail: koutevski@gmail.com Abstract: The main goal of the paper is to present a \u2018revisit\u2019 to the integrated marketing communications (IMC) concept, based on the key changes in the communication environment with the emergence of online media (incl. social media and online trade platforms). The author reviews [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2252","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/posts\/2252","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2252"}],"version-history":[{"count":0,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=\/wp\/v2\/posts\/2252\/revisions"}],"wp:attachment":[{"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2252"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2252"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/journal.rhetoric.bg\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2252"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}