International Journal of Nonlinear Analysis and Applications

Providing a marketing public relations model with an integrated marketing communication approach for service institutions and ranking its components

Document Type : Research Paper

Authors

1 Department of Media and Culture Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

2 Department of Social Communications, Central Tehran Branch, Islamic Azad University, Tehran, Iran

3 Department of Media Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

The current research has been done with the aim of presenting the integrated model of marketing public relations with the approach of integrated marketing communications for service institutions. Therefore, a combined and two-stage approach was used. In the first stage of the research, the foundation's qualitative data method and the Glazer approach were used, and the required data were collected using the interview tool. The studied statistical population includes all experts and professors with university experience in the field of the research topic, and 14 of them were selected purposefully and after reaching theoretical saturation. The results of this phase of the research showed that we can select six important categories and components under the headings: forming a think tank, identifying the environment and market research, identifying and classifying audiences, planning communication messages and setting goals, using integrated marketing communication tools and We will extract performance measurement and evaluation in four separate environments from each other. Pairwise comparisons with the AHP sequence analysis method in the second phase of the study also indicated that from the experts' point of view, forming a think tank (with weight of 31%), identifying the environment and market research (with weight of 22%) and identifying and classifying the audience (with weight of 17%) are the first three important components that should be considered more in the integrated approach of marketing public relations and integrated marketing.

Keywords

[1] E. Backlund, Reaching generation Z: A qualitative study examining marketing communication channels for targeting generation Z to establish brand awareness, PhD Thesis, Linkoping University, 2019.
[2] G. Emet, Public relations in service marketing, J. Int. Soc. Res. 45 (2016), no. 9, 803–803.
[3] A. Fallah and M. Qadri, Investigating the impact of advertising and public relations on integrated marketing communications, 4th Int. Conf. Appl. Res. Manag. Account., Shahid Beheshti University, Tehran, 2015.
[4] A. Farhani and M. Mirzaei, Integrated Marketing Communications, Meharban Book Publications, Tehran, 2013.
[5] B.L. Golden and Q. Wang, An alternative measure of consistency, B. L. Golden, A. Wasil and P.T. Harker (eds.), Analytic Hierarchy Process: Applications and Studies, New York, Springer Verlag, 1990,  pp. 68–81.
[6] Th.L. Harris, Value-Added Public Relations: The Secret Weapon of Integrated Marketing, NTC Business Books, 1998.
[7] Y.H.C. Huang and L.M. Hagan, The role of market-oriented relations in public relations: The differing perspectives of managers and practitioners in the US and Taiwan, Public Rel. Rev. 37 (2011), no. 3, 297–304.
[8] K. Kaziba, Achieving effective integrated marketing communications through a dealer network system, A comparative
case study of the United Kingdom and Uganda’s New Car Market, Ph.D. Thesis, Cardiff Metropolitan University, England, 2020.
[9] P. Kitchen and L. Papasolomou, Marketing public relations: Conceptual legitimacy or window dressing?, Market. Intell. Plann. 15 (1997), no. 2, 71–84.
[10] P. Kotler and K. Keller, Marketing Management, Global Edition, Pearson Education Inc., Upper Saddle River, 2009.
[11] M.C. Lee, A method of performance evaluation by using the analytic network process and balanced score card, Int. Conf. Conver. Inf. Technol., 2007.
[12] L.Y. Lin and C.S. Chen, The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan, J. Consumer Market. 23 (2006), no. 5, 248–265.
[13] Y. Mane al-Rabiei, The role of public relations marketing in improving the mental image of media institutions (Al-Iraqiya Channel, Al-Sharqiyah Channel, Al-Frat, Models, Master’s Thesis, Qom, 2021.
[14] L. Moinifar and H. Danaei, Investigating the effect of integrated marketing communication system on brand strength for Bank Tejarat (IMC) of Alborz province, Master’s Thesis, Payam Noor University of Alborz Province, Faculty of Management and Economics, 2013.
[15] L. Naumovska and D. Blazeska, Public relation based model of integrated marketing communications, UTMS J. Econ. 2 (2016), no. 7, 175–186.
[16] O. Olampia and E. Mihaela, The influence of integrated marketing communication on the consumer buying behavior,
Procedia Econ. Finance 23 (2015), 1446–1450.
[17] I. Papasolomou, A. Thrassou, and D. Vrontis, Marketing public relations: A consumer-focused strategic perspective, J. Customer Behav. 13 (2017), 5–24.
[18] A. Rise and L. Rise, The Fall Of Advertising and the Rise of PR. Bahmanyar S, Siteh 11 (2017), [In Persian]
[19] P. Satawedin, Marketing Public Relations (MPR), The Unbelievable Integrated Marketing Communication (2015), Available at: https://www.bu.ac.th/knowledgecenter/epaper/july_dec2005/patama.pdf.
[20] T.L. Saaty, The Analytic Hierarchy Process, McGraw-Hill, New York, 1980.
[21] D.E. Schultz and H. Schultz, IMC the next generation, 1st ed. NY, McGraw Hill, 2004.
[22] J. Stofkova, M. Krejnus, K. Repkova Stofkova, P. Malega, and V. Binasova, Use of the analytic hierarchy process and selected methods in the managerial decision-making process in the context of sustainable development, Sustainability 14 (2022), 11546.
[23] V. D. Trinh, H. Minh, and M. Nguyen, Model of relationships among marketing public relations, Service Qual. Attit. Toward Brand 10 (2018).
International Journal of Nonlinear Analysis and Applications
Volume 16, Issue 3
March 2025
Pages 125-137
  • Receive Date: 09 July 2023
  • Revise Date: 22 September 2023
  • Accept Date: 23 September 2023