The Effect of IMC Strategies on Entertainment Industry in Turkey

This report, submitted by Ferit Karsak, examines the impact of integrated marketing communication (IMC) strategies on the entertainment industry in Turkey. It explores various aspects of marketing, including pre-launch and post-launch film promotion, advertising, brand focus, communication techniques, promotional channels, and the use of social media and digital marketing. The research delves into how IMC can influence customer behavior, enhance brand image, and drive revenue within the competitive Turkish entertainment market. The report also assesses the effectiveness of different IMC tools such as direct marketing, personal selling, and sponsorship, providing insights into how entertainment companies can leverage these strategies to reach target audiences and achieve marketing objectives. The report cites several academic sources to support its claims and offers a comprehensive overview of the application of IMC within the context of the Turkish entertainment industry.

Ferit Karsak © Academic Skills
THE EFFECT OF INTEGRATED MARKETING
COMMUNICATION STRATEGIES ON
ENTERTAINMENT INDUSTRY AT THE TURKEY
STUDENT’S FULL NAME: FERIT KARSAK
STUDENTS’ PROGRAM: MSc Marketing Management
MODULE: ACADEMIC SKILLS
ACADEMIC YEAR: 2018/AUTUMN
SEMINAR LEADER:MONIKA FORD
WORD COUNT: 3189
DUE DATE: 09.12.2018

Ferit Karsak © Academic Skills
Table of Contents
Introduction3
Research questions3
Hypothesis4
Research objectives4
Literature review4
References12
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Introduction
Integrated communication is a key factor in the failure and success of today’s increasingly
competitive business environment. In current times, producer invests highly on pre-launch and
post-launch of a film. In pre-launch of a film, producers create an excitement in the market
regarding the release of the film. The data about the crew and cast plays an imperative role in
generating curiosity and to some extent, make the film a part of discussions in public area. In
certain cases, controversies turning around the lead actor of the film and any important crew
member of the film are also used to generate the publicity about the film (Wakefield and
Blodgett, 2016). It is a key element of marketing that helps to develop the image and maintains
the public relation. In order to comprehend how films, brand films, and ethnic films can be
released, producers should assess the requirement of the market as it would be beneficial for
attaining the requirement of target audience. Furthermore, company needs to comprehend the
aspect of advertising communication (Buhalis, Kavoura, and Cooper, 2017). In addition,
advertising is a subset of marketing that is recognized to become a non-personal form of
communication that is paid. With strategic communication and media planning, company can
influence the customers towards their brand. In the current entertainment industry of Turkey,
film advertising and publicity is highly used to endorse the films (Hennig-Thurau, and Houston,
2019). The main aim of this research is to address the integrated marketing communication
strategy to influence the entertainment industry at the Turkey.
Literature review
According to Kerrigan (2017), integrated marketing communication can be illustrated as the
combination of all techniques of brand promotion to endorse a specific product and service
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between specified customers. Under IMC channels, whole concepts of marketing channel work
together for gaining revenue and obtaining benefits related to cost-effectiveness.
On the other hand, Kraak and Story (2015) stated that there is a different component of IMC that
is used in entertainment industry to increase customer attractiveness. These components are
brand focus, communication tools, integration techniques, promotional channels, as well as
integration channels. Foundation stage entails depth assessment of both product and target
market. It is required for a marketer to comprehend the brand, end-users and its offering. The
company should also understand the attitudes, needs, and expectation of target consumers. It
should also highly focus on the activities of competitors.
In the view of Hackley Hackley and Bassiouni (2018), the features of products and services
should be in line with the culture of work at the workplace. Each company has a vision and it is
significant for the marketers to keep in mind the same earlier launching the products and
services. For example, Entertainment Company’s vision is to endorse the clean and green world
then naturally its film needs to be eco-friendly and ecological in lines with the vision of the
company.
In contrast to this, Rossi (2017) argued that brand focus is a key component of IMC. It
demonstrates the brand identity of an organization. Apart from this, marketers should emphasize
onthe experience of consumer that refers to what customers feel regarding the film. A consumer
is likely to see a movie that has good cast and crew and looks attractive. The film companies
needs to attain and exceed the expectation of people in entertainment industry.
In the view of Saleem, Zahra and Yaseen (2017), communication techniques involve a certain
method of endorsing a specific brand like direct selling, advertising, promoting via social media
like Twitter, Facebook, and Orkut. Moreover, in the entertainment industry of Turkey, brands are
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endorsed via promotional techniques like personal selling, and trade promotion. Entertainment
Company should strengthen their liaison with consumers and external clients.
On the contrary, Getz and Page (2016) stated that the company should maintain a regular track
on customer reviews and feedback. It can use specific software like customer relationship
management as it would aid to measure the effectiveness of several integrated marketing
communication techniques such as direct marketing, public relation, digital marketing and SEO.
In addition, IMC makes competent to all aspect of the marketing mix for performing with each
other to endorse a specific film between individuals.
According to Evren and Kozak (2018), an integrated marketing communication strategy is
beneficial for acquiring a better outcome in the entertainment industry in Turkey. In the
traditional approach of marketing communication, entertainment companies and their
subsidiaries plan separate campaigns for press relation, sales promotion, advertising, and direct
marketing. However, the integrated campaign uses the same communication technique for
reinforcing each other and enhances the effectiveness of marketing.
On the other side, Srivastava (2015) evaluated that film company can implement advertising to
spread the knowledge about their film and promotes the team cast who is involved in film.
Company can focus on same information under press releases and digital marketing to endorse
their film. Under the entertainment industry, Film Corporation can use direct mail technique to
review the issues in their films.
It can use telemarketing to sell directly and makes an appointment for the sales team in order to
convert those prospects into customers.
In the view of Bijmolt and Verhoef (2017), IMC is beneficial for producers as it helps in
developing creative consistency. In integrated marketing, different features are equivalent to
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creative marketing. The entertainment industry can make sure the benefits with potential and
existing customers by connecting with them through marketing channels. Creative consistency
supports in reinforcing the basic campaign themes by gaining the number of times prospect hear
and see the same message.
On the other side, Morraet al. (2018), creative consistency in integrated campaigns can save
money of Entertainment Company. By implementing the same copy and using the same images,
Entertainment Company can decline the cost of design and photography and copy-writing. For
instance, when a company makes communication with external suppliers in entertainment
industry then, it would be competent to decline agency fees by performing with a single
company that engaged in integrated communication strategies as compared to separate specialist
agencies.
According to Öztamur and Karakadılar (2014), an integrated campaign will help to spread
information among customers in the format they prefer. Moreover, business customers and non-
business customers can get the information whenever they want through text message, telephone,
direct mail, and email. In addition, integrated marketing channels aid to receive and send data,
and help to connect with the consumers. Entertainment Company can attain the requirement of
customers by conducting survey on customers regarding their product’s needs and wants. It can
also integrate effective content with the website design to attract the customers.
they receive the same data in all communications. The company can also meet the customer’s
need who searches the internet for product’s information by integrating the website design and
content with other communications.
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Mariani et al. (2018) argued that the sponsorship process of marketing or advertising a brand,
product or services through promotional events is event marketing or sponsorship. Entertainment
industry of Turkey should use sponsorship tool for increasing the awareness of their brand and
product as it influences the bottom line. It also supports to develop loyalty with specified
customers and aids to make a different product from the company’s competitors.
In support of this, Bilgihan (2016) evaluated that sponsorship offers good opportunities for
merchandising and provides assurance to their customers as it is the combination of sales
promotions and advertising of the organization’s goods and services. Advertising and
sponsorship play a crucial role in making the long-term relationship between the organization
and their customers.
Ulker Demirel Akyol and Simsek (2018) evaluated that promotion of a business or websites by
using several channels is alias social media marketing. Entertainment industry of Turkey should
utilize the tool of social media marketing as it facilitates the organization for getting relevant
information and prescription of products. It also provides a platform for promoting goods and
services of entertainment companies as it embedded world networking chain. Turkey’s
entertainment industry should consider inventiveness in this method of marketing by
implementing new and advanced ways of growing their marketing plan.
In opposed to this, Hennig-Thurau and Houston (2019) stated that new policies should be formed
by the organization for approaching the specifics targeted clients. Many business firms are
assigning budget by utilizing social media marketing for the development of e-business. It is also
analyzed that social media marketing is a flourishing sector that assists the organizations to
redefine their marketing approach to promote their products in an efficient manner.
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Hur Kim Karatepe and Lee (2017) stated that internet marketing is the selling goods and services
of the firm through websites and also known as web-marketing, e-marketing, online marketing,
and i-marketing. Exclusive qualities of internet marketing are that it gives a quick response and
pull up the responses of clients in the least time. Internet marketing is a wider field of marketing
because it entailed marketing by wireless media and by e-mail along with selling products on the
internet. Under this marketing strategy, ECRM (Electronic Customer Relationship Management)
and digital customer data management are combined together.
In contrast to this, Bititci Cocca and Ates(2016) evaluated that conversation with the customers
by using the mobile or cellular device is Mobile marketing and it could be done by sending a
marketing message to the customers for attracting new clients or pull towards visiting mobile
sites. Entertainment industry of Turkey should use this marketing approach to develop their
business as mobile is the effective and easy marketing medium hence, a customer of any age
group could understand and use it easily. Further, this marketing strategy is the cheaper approach
for both the company and the customer as compared to another conventional medium of
marketing.
In the view of Cheng Yang and Xia (2018) stated that direct marketing is the oldest type of
marketing that could be used by the entertainment industry. It is the procedure of interacting
directly with the targeted consumers in order to promote response by mail, personal visit,
electronic means, and telephone. Furthermore, the entertainment industry entails different
techniques like telemarketing, direct mail, cable shopping networks, online computer shopping
services, direct response ads. This permits Entertainment firm to target more specifically for
classifying a customers and develops an effective sales message as per the particular
characteristics and needs of customers.
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In opposed to this, Bilgihan(2016) discussed that direct marketing enables the company to
perform their accountability by offering tangible outcomes as compared to public relation and
advertising, whose links to actual revenues are weak. The direct marketing can be enhanced by
Entertainment Company in Turkey by pooling the data with the consumers. The entertainment
industry could be effective to make marketing efforts by addressing those customers who can
serve more profitably and effectively. It is assessed that in past times, network television
provided opportunities to arrive at a large number of customers at a low cost per thousand. In the
entertainment industry, direct marketing can arrive at individual consumers and creates an
association with each of them.
According to Getz and Page (2016), in the entertainment industry, personal selling is used to
make personally relations with intention of creating awareness about entertainment shows among
customers, and demonstrating added value regarding films as it would lead to increase the
attractiveness of film among people. The element of personal selling differs from company to
company in the entertainment industry but it relies on different factors such as the size and nature
of the corporation, industry, and products and services. Personal selling is a significant technique
to develop a sale due to interpersonal interaction amongst prospect and salesperson. In addition,
the message could be tailored to specific conditions, direct feedback could be progressed and
message approaches could be altered to offer feedback.
In support of this, Kerrigan (2017) stated that sales promotion is direct inducement that provides
high incentives to make transformation in film in the entertainment industry. In addition, sales
promotion techniques aid to make positive relation between individuals and films. Films can be
promoted via discount film tickets, rebates, and coupons as it would lead to encourage the people
towards films.
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On the other side, Saleem Zahra and Yaseen (2017) evaluated that sales promotion can
encourage the consumer to choose a specific brand, particularly when films seem to be equal,
and they can produce more instant and measurable outcome as compared to advertising in the
entertainment industry. But, maximum reliance on sales promotions outcomes involves “deal-
prone” consumers. It creates brand loyalty and high price sensitivity in the entertainment
industry. Moreover, sales promotions can force rivalry to provide similar encouragements with
profits and sales suffering for every person.
As per the view of Bititci Cocca and Ates (2016), in the entertainment industry, advertising has
different characteristics such as personal or non-personal in nature. It can be paid by recognised
sponsor and dispersed through mass communication modes in entertainment industry. In
addition, the advertising message may endorse the adoption of persons, goods, services, and
ideas. Since, sales message is disseminated via mass media and personal selling in the
entertainment industry. It could be a cheaper way to reach at a large number of consumers. By
the application of symbols and images, advertising can support to differentiate the products and
services that are similar in the entertainment industry.
In contrast to this, Srivastava (2015) assessed that advertising can also support to generate and
keep brand equity. Moreover, brand equity is an intangible resource that outcomes from a
positive image, trademark, brand, impression of differentiation and customer’s attachment to
Entertainment Company. This equity converts into higher revenue volume, higher margins and
thus creating competitive benefits. In the entertainment industry, brand equity can be maintained
and established via advertising that emphasizes on attributes of films, and features of the
company.
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In the view of Saleem, Zahra and Yaseen (2017) stated that in the entertainment industry, the
public relation can be used to attract a high amount of customers. It is a key technique that
addresses, develops, and keeps mutually beneficial liaison amid company on which failure and
success depends. Advertising is one-mode of communication that could be used by
Entertainment Company to send message to people. In opposed to this, Morra et al.(2018)
evaluated that public relations include multiple audiences and implements two-way
communication for monitoring feedback and modify its message and the action of an
organization for high profits in the entertainment industry of Turkey. A primary technique can be
implemented by public relations practitioners is publicity that could be used by the entertainment
industry of Turkey. Moreover, publicity could be used to demonstrate the added value of films,
ideas, and people involved in the film. There are certain techniques of publicity such as news
media and radio channels. These techniques would have positive impact on entertainment
industry at the turkey.
Research gap
As per the reviews of research studies mentioned above, it is clear that integrated marketing
communication is highly used and plays important role in the entertainment industry. But, these
research studies do not address the impact of IMC strategies on entertainment industry at the
turkey. The above reviews do not demonstrate effective strategies of IMC for the entertainment
industry of Turkey. Hence, this study is conducted to assess the effects of IMC on the
entertainment industry because it focuses on IMC strategies and entertainment industry of
Turkey
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Research question
RQ: How integrated marketing communication strategies may affect the entertainment industry
at the Turkey?
Hypothesis 1
HO: 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
Research objective
RO: To critically assess the effects of integrated marketing communication strategies on the
entertainment industry at the Turkey
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