IMC Strategies: Effect on Entertainment Industry in Turkey - Research

This research report explores the effects of integrated marketing communication (IMC) strategies on the entertainment industry in Turkey. It begins by outlining the background of the research, focusing on the importance of communication with stakeholders and the strategic integration of marketing channels. The research objectives include examining the role of IMC on organizational performance, assessing its effects on the entertainment industry in Turkey, evaluating the relationship between IMC strategies and industry performance, and suggesting strategies for enhancement. Key academic ideas such as awareness, communication, and enhancing audience experience are discussed, drawing on various studies. The report details the research methods, including the use of positivism philosophy, a deductive approach, and an explanatory research design. Data collection involves both primary qualitative data through interviews with marketing managers from entertainment production houses and secondary data from articles, journals, and reports. The data analysis process includes identifying patterns and creating codes linked to relevant theories. The report also addresses research ethics and includes a bibliography of cited sources. Ultimately, this research aims to provide insights into how IMC strategies can positively influence the performance of the entertainment industry in Turkey.

Running head: RESEARCH REPORT
RESEARCH REPORT
Name of the student
Name of the university
Author note

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Table of Contents
1. Working Title...............................................................................................................................2
2. Background of the research.........................................................................................................2
2.1 Research topic........................................................................................................................2
2.2 Key academic ideas...................................................................................................................3
3. Research objectives, question and hypothesis.............................................................................5
3.1 Research objectives...............................................................................................................5
3.2 Research questions.................................................................................................................5
3.3 Research hypothesis...............................................................................................................6
4. Research methods and access......................................................................................................6
4.1 Research Philosophy..............................................................................................................6
4.2 Research Approach................................................................................................................6
4.3 Research Design....................................................................................................................7
4.4 Data collection process..........................................................................................................7
4.5 Sampling and sample size......................................................................................................8
4.6 Data validation and reliability...............................................................................................9
4.7 Methods of analyzing data.....................................................................................................9
5. Research ethics..........................................................................................................................10
References......................................................................................................................................11

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1. Working Title
The effect of integrated marketing communication strategies on entertainment industry in Turkey
2. Background of the research
2.1 Research topic
Communication with the stakeholders and gathering feedbacks from the same has
supported in the future developments that are made by the organizations. In this relation, Reinold
and Tropp (2012) opined that the improvements in the marketing communication through the
introduction of strategic integrated approach has supported organizations in ensuring the
efficiency while adhering to the needs of drawing the attention of the target audience. The
utilization of the IMC channels in the organizations is reliant on the concept of integrating the
marketing channels to enhance the rate of revenues and benefits related to cost- effectiveness.
The development of the IMC practices in the organizational context assisted the ventures
in maintaining the efficiency of the operations while adhering to the demand of the target
audience (McDonagh and Prothero 2014). The research will aim at identifying the effects of
IMC strategies on the entertainment industry in Turkey (Ng et al. 2014). The research will
emphasize on the delineation of the different objectives of the industry in drawing the attention
of the audience. On the other hand, the producers in the industry might utilize the IMC strategies
with the objective of creating awareness among the target audience in the pre-launch (Leeflang et
al. 2014). The enhanced rate of audience engagement in the IMC related operations will support
in maximizing the rate of awareness among the target audience. Therefore, the research will
investigate the different effects of utilization of the IMC on the entertainment industry in Turkey.

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2.2 Key academic ideas
Awareness
Kim and Hahn (2012) opined that the strategic functioning of the organizations in
developing and integrating the marketing channels supported the same in enhancing the
efficiency of drawing the attention of the target audience. The research will focus on identifying
the effect of IMC on the entertainment industry in Turkey. The different factors that has helped
in enhancing the rate of operations are brand focus, communication tools, integration of the
promotional channels and the like. Luxton, Reid and Mavondo (2015) opined that the
integration of the different channels has assisted the entertainment industry in maximizing the
rate of inclusiveness of the audience. Moreover, Felix, Rauschnabel and Hinsch (2017) stated
that the entertainment industry in Turkey promoted the brands through personal selling, and trade
promotion which could have been improved through the utilization of different digital and social
media platforms. The integration of the different technologies in the marketing mix elements
would assist the entertainment industry in enhancing the rate of operations in adherence to the
entertainment related demand of the audience (Groeger and Buttle 2014).
Communication
Wang and Kim (2017) opined that the enhanced rate of communication assist an
organization in improving the rate of awareness among the focused audience groups. The
increased amount of awareness among the target group of audience will support in enhancing the
revenue streams of the organizations through the exposition of a cost effective strategy.
Hirvonen and Laukkanen (2014) opined that the enhanced rate of communication with the target
stakeholders assist an organization in developing the potentials of the same In this relation, the

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application of the IMC strategy in the entertainment industry would support the producers in
identifying the market trends and the preferences of the target audience. On the other hand,
Kumar et al. (2016) opined that the development of the communication based strategies has
assisted in gathering feedbacks to improve the existing process designs. In this relation, the
producers in the entertainment industry of Turkey might take steps to communicate with the end
audience and gather feedbacks from the same with the view of enhancing the effectiveness of the
propositions (Felix, Rauschnabel and Hinsch 2017). Therefore, the application of the IMC in the
organizational context will assist the producers in the entertainment industry in enhancing the
propositions of the same while developing the operations of the same while operating on
different modifications.
Enhancing the experience of the audience
The application of the IMC tools in the entertainment industry in Turkey will support the
producers in enhancing the experience of the end audience through a thorough assessment and
evaluation of the preferences of the same. Rubera, Ordanini and Calantone (2012) stated that the
assessment of the preferences of the target audience will support the organizations in maintaining
the efficiency of the operations in adherence to the preferences of the audience. The adherence to
the nature and preference of the audience assist the producers in enhancing the rate of revenue
streams from the operations. On the other hand, Einwiller and Boenigk (2012) argued that the
enhancement of brand image of an organization or an entity is the major goal of an IMC project
rather than that of enhancing the experience of the consumers. However, Abratt and Kleyn
(2012) opined that the enhanced brand image is dependent on the enhancement of experience of
the target audience of the same. The rate of retention and loyalty of the audience would assist the
organizations in developing the operations and building on the brand image of the same (Gill

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2015). Therefore, the enhancement of the IMC operations of the entertainment industry in
Turkey would supposedly have a positive impact on the performance of the same.
3. Research objectives, question and hypothesis
3.1 Research objectives
The research objectives for undertaking the research will be:
 To examine the role of Integrated Marketing Communication on the performance of the
organizations
 To assess the effects of integrated marketing communication strategies on the
entertainment industry at the Turkey
 To evaluate the relationship between Integrated Marketing Communication strategies and
its effect on the entertainment industry at the Turkey
 To suggest recommended strategies for enhancing the rate of performance in the
entertainment industry at the Turkey by improved IMC
3.2 Research questions
The primary research question is:
 What is the impact of integrated marketing communication strategies on entertainment
industry in Turkey?
The secondary research questions for undertaking the study will be:
 What is the role of Integrated Marketing Communication on the performance of the
organizations?

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 What are the effects of integrated marketing communication strategies on the
entertainment industry at the Turkey?
 How is Integrated Marketing Communication strategies related to the performance of the
entertainment industry at the Turkey?
 What are the recommended IMC strategies that might be considered by the entertainment
industry at the Turkey for enhancing the rate of performance?
3.3 Research hypothesis
H0: There is no significant relationship between integrated marketing communication and
entertainment industry at Turkey
H1: There is a significant relationship between integrated marketing communication and
entertainment industry at Turkey
4. Research methods and access
4.1 Research Strategy
The research will be undertaken through the application of the Positivism philosophy,
which will enrich the study through the utilization of different scientifically proven theories and
models relating to marketing and communication (Ormston et al. 2014). The development of
critical insights on the concepts of the IMC will assist in delineating the impact of the same on
the performance of the entertainment industry in Turkey. The lucid insights on the concepts will
assist in enhancing the understanding of the impact of IMC base strategies on the growth of the
entertainment industry and the future prospects of the same in turkey.

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The research will be commenced through the utilization of deductive approach that will
support in focusing on the different available models and theories focuses while scrutinizing the
assumptions and responses that would be gathered through the primary qualitative research
(Marshall et al. 2013). The application of deductive approach on the research study will enable in
enhancing the quality and authenticity of the research through cross- checking different points of
information that are available.
The study will implore the explanatory research design, as it will support in identifying
the causal relationship between the IMC (Integrated marketing communication) and the
performance of the entertainment industry in Turkey. The identification of the cause and effect
relationship between the variables will assist in guiding the research study towards the
anticipated unbiased outcome.
4.2Sampling and sample size
The study will be undertaken through the utilization of convenience sampling, which
will assist in taking respondents that are freely available. Marshall et al. (2013) opined that
convenience sampling is a non-probability sampling methodology that provides the researcher
with an opportunity of taking a sample which is close at hand. Therefore, the research study will
be undertaken through the utilization of convenience sampling strategy, which will ensure the
agility in selecting a selective sample size and respondents (marketing managers) that are freely
available. The research will be conducted through conduction of interview of 7 marketing
managers from 4 entertainment production houses in Turkey.

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4.3Data collection process
Mixed data collection method will be utilized in the research study for collecting all
relevant and authentic information. A primary analysis will be initiated through the creation of a
qualitative interview questionnaire. Robinson (2014) opined that qualitative study through
interviews assist in enhancing the quality of the research through the utilization of reliable and
authentic sources of information. Therefore, the research will be conducted through the
utilization of semi-structured open ended questionnaire to identify the different concerns that are
faced by the organizations in the entertainment industry in Turkey. Marketing managers from 4
prominent entertainment production houses in Turkey will be interviewed for gathering
information on the current marketing strategies that are commenced by the ventures and the
future prospects of IMC in their organization. On the other hand, the interviews will also assist in
identifying the future outcome of the IMC strategies that are planned by the ventures. The
delineation of the future prospects of IMC and the manner in which the same might influence the
performance of the entertainment industry in Turkey will assist in guiding the research study
towards the estimated unbiased outcome.
On the other hand, the research will also focus on gathering data through the utilization of
Secondary data collection mechanisms. Secondary data for the research will be collected
through reviewing the articles, peer- reviewed journals, Government reports and company
reports. The secondary assessment of available models and theories will assist in ensuring the
quality of the study through supportive framework for the primary data that will be evaluated.
Yilmaz (2013) opined that the evaluation of the secondary sources and last published
information provides an insight to the researcher to guide the research study towards a new

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finding. Therefore, the evaluation of the secondary data sources will ensure the efficiency of the
study through enumerating the available sources of data.
4.4 Methods of analyzing data
The data that will be retrieved from the qualitative research will be analyzed through
identification of patterns and creating codes. The codes will be linked with the theories that are
researched through the secondary research. Open coding mechanism will be utilized during the
analysis of the qualitative data that is gathered from the responses of the interviews. Marshall et
al. (2013) stated that the analysis of the data through different mechanisms assist a researcher in
culminating to the major research findings. Therefore, in this connection, the utilization of the
open coding mechanisms will support in enhancing the significance of the study through guiding
the same to an unbiased outcome.
4.5 Data quality issues in the research
The precision checking for data instrument will be undertaken during the research will be
made through test rated reliability through utilization of different data set. On the other hand, the
validity of the data instrument will be made through pilot testing where the questionnaire will be
sent to 10 respondents and checked for significant responses. The reliability of data will be
checked through the utilization of Cronbach’s Alpha (Yilmaz 2013). It will assist in measuring
the internal consistency and scale reliability of the data set. The validity of data will be measured
through Bartlett test of sphericity to identify the relatedness among the data set. On the other
hand, Kaiser Meyer Olkin test will be undertaken for measuring the sampling adequacy to
determine proportion of variance within the dataset.

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4.6Access
The data for the primary research will be collected through the feedbacks of the emails
from the different managers. On the other hand, the data for the secondary research will be
collected from the literatures that will be collected through the online platforms and libraries like
ProQuest and the like.
5. Research ethics
The research will be conducted through adherence to the code of ethics related to
confidentiality of the responses that are provided by the sample population. On the other hand,
the research will be undertaken through an unbiased intent to maintain the standards of no
maleficence.

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References
Abratt, R. and Kleyn, N., 2012. Corporate identity, corporate branding and corporate reputations:
Reconciliation and integration. European Journal of Marketing, 46(7/8), pp.1048-1063.
Einwiller, S.A. and Boenigk, M., 2012. Examining the link between integrated communication
management and communication effectiveness in medium-sized enterprises. Journal of
Marketing Communications, 18(5), pp.335-361.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Gill, R., 2015. Why the PR strategy of storytelling improves employee engagement and adds
value to CSR: An integrated literature review. Public Relations Review, 41(5), pp.662-674.
Groeger, L. and Buttle, F., 2014. Word-of-mouth marketing influence on offline and online
communications: Evidence from case study research. Journal of Marketing
Communications, 20(1-2), pp.21-41.
Hirvonen, S. and Laukkanen, T., 2014. Brand orientation in small firms: an empirical test of the
impact on brand performance. Journal of Strategic Marketing, 22(1), pp.41-58.
Kim, J. and Hahn, K.H., 2012. Effects of personal traits on generation y consumers' attitudes
toward the use of mobile devices for communication and commerce. Human Technology: An
Interdisciplinary Journal on Humans in ICT Environments.