Coverage index of various communication platforms: a segmented approach to philippine university marketing
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communication platform, coverage index, integrated marketing communications, university
Abstract
The digital era has ushered the rise in the utilisation of alternative communication platforms in integrated marketing communications (IMC). The contemporary business environment necessitates employing high-yield communication platforms to help sustain and further an institution’s position in the industry. This paper aims to identify the most efficient platforms employed by the university, accounting the preference of the target audience and the platform’s actual reach through a gauge termed coverage index (CI). Results from net 303 valid responses, gathered via an online survey, show that the following in descending arrangement: relatives/friends, open house, social media, and university website are in the upper quartile (CI>67.78%). Further, variance analysis uncovered differences in the preference and reach ratings of certain platforms when respondents are classified according to demographic characteristics. Universities then can strategize their IMC applying high CI platforms. Additionally, the segmented approach to marketing can be incorporated depending on the prospective students’ profile.
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Lamberton, C. and Stephen, A.T. (2016). a thematic exploration of digital, social media, and mobile marketing: research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing: AMA/MSI. Special Issue. Vol. 80, pp. 146–172. Retrieved March 26, 2018 from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=119129831&site=ehost-live
Lee, D. H., and Park, C. W. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47(3), pp. 222–236.
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Likert, Rensis. (1932). A technique for the measurement of attitudes. Archives of Psychology. Vol 140.
Manila Bulleting. (2004). University of the East: nearly 60 years of quality education for the masses.
Mannheim, Karl. (1952). the problem of generations. In: Kecskemeti, Paul. Essays on the Sociology of Knowledge: Collected Works, Volume 5. New York: Routledge. pp. 276–322.
Market Segmentation. (n.d.) In Qualtrics. Retrieved June 17, 2019 from https://www.qualtrics.com/experience-management/brand/what-is-market-segmentation/
Marshall, G.W., and Johnston, Mark W. (2019). Marketing Management. 3rd Ed. New York: McGraw Hill Education, pp. 16, 358.
Miller, Deborah A. and Rose, Patricia B. (1994). Integrated communications: a look at reality. Public Relations Quarterly, 39 (1), pp. 13-19.
Munro, J. and Richards, B. (2011). the digital challenge. In: Morgan, N., Pritchard, A. and Pride, R. Destination Brands. 3rd ed. Oxford: Butterworth-Heinemann.
Nicolescu, Luminiţa. (2009). Applying marketing to higher education: scope and limits. Management & Marketing. vol. 4, no. 2, pp. 35-44.
Nielsen. (2012). Global consumers’ trust in ‘earned’ advertising grows in importance. Retrieved August 3, 2019 from https://www.nielsen.com/us/en/press-releases/2012/nielsen-global-consumers-trust-in-earned-advertising-grows/
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Ordun, Guven. (2015). Millennial (gen y) consumer behavior, their shopping preferences and perceptual maps associated with brand loyalty. Canadian Social Science. Vol. 11, No. 4. Retrieved November 9, 2018 from https://www.researchgate.net/publication/298506301
Percy, Larry. (2018). Strategic Integrated Marketing Communications. 3rd Ed. New York: Routledge, p. 143.
Porcu, L., del Barrio-Garcia, S., and Kitchen, P.J. (2012). How integrated marketing communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Comunicacion Y Sociedad, Vol. XXV, Num. 1, 2012, 313-348. Retrieved November 12, 2018 from http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=89645833&site=ehost-live
Pride, W.M. and Ferrell, O.C. (2019). Essentials of Marketing Management. Quezon City: C&E Publishing, Inc., p. 254.
Reid, M. (2012). Building strong brands through the management of integrated marketing communications. International Journal of Marketing, Vol. 41.
Resolution Foundation. (2016). Millennials facing ‘generational pay penalty’ as their earnings fall £8,000 behind during their 20s. Retrieved June 17, 2018 from https://www.resolutionfoundation.org/media/press-releases/millennials-facing-generational-pay-penalty-as-their-earnings-fall-8000-behind-during-their-20s/
Rimkienė, Indrė. (2013). Integrated marketing communication: theoretical approach. Rural Development 2013 ISSN 2345-0916. Retrieved November 12, 2018 from http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=100423340&site=ehost-live
Sales Promotion. (n.d.) In Monash University. Retrieved February 26, 2019 from https://www.monash.edu/business/marketing/marketing-dictionary/s/sales-promotion
Seric, Maja, Gil-Saura, Irene, and Molla-Descals, Alejandro. (2013). Loyalty in high-quality hotels of Croatia: from marketing initiatives to customer brand loyalty creation. Journal of Relationship Marketing. Retrieved February 26, 2019 from http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=88212309&site=ehost-live
Shimp, T. A., and Andrews, J. C. (2013). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. 9th Ed. Ohio: Cengage.
Simon, M.K. and Goes, J. (2013). Dissertation and scholarly research: recipes for success. Seattle, WA, Dissertation Success, LLC. Retrieved November 14, 2018 from http://dissertationrecipes.com/
Slovin’s Formula. (n.d.) In Research assignment. Retrieved February 13, 2019 from https://prudencexd.weebly.com/
Solis, Brian. (2012). Report: the rise of digital influence and how to measure it. Retrieved March 12, 2019 from https://www.briansolis.com/2012/03/report-the-rise-of-digital-influence/
Stein, Joel. (2013). the me me me generation. Time Magazine. Retrieved June 17, 2018 from https://time.com/247/millennials-the-me-me-me-generation/
University of the East-Caloocan course offerings. Retrieved November 12, 2018 from http://www.ue.edu.ph
Word of Mouth Marketing. (n.d.) In Business dictionary. Retrieved August 13, 2019 from http://www.businessdictionary.com/definition/word-of-mouth-marketing.html
Yeoman, I., and McMahon-Beattie U. (2011). the future challenge. In: Morgan, N., Pritchard, A. and Pride, R. Destination Brands. 3rd Ed. Oxford: Elsevier Ltd. pp. 141-154.
BBC News. (2016). Millennials' set to earn less than generation x. Retrieved June 17, 2018 from https://www.bbc.com/news/business-36821582
Bakanauskas, A. (2004). Marketing komunikacija. Kaunas: VDU leidykla.
Barnes, S. J. and Vidgen, R. T. (2002). an integrative approach to the assessment of e-commerce quality. Journal of Electronic Commerce Research, VOL. 3, NO. 3. Retrieved January 7, 2017, from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.96.8890&rep=rep1&type=pdf
Baruah, Trisha Dowerah. (2012). Effectiveness of social media as a tool communication and its potential for technology enabled connections: a micro-level study level study. International Journal of Scientific and Research Publications, Volume 2, Issue 5, May 2012. ISSN 2250-3153.
Batra, Rajeev and Keller, Kevin Lane. (2016). integrating marketing communications: new findings, new lessons and new ideas. Journal of Marketing, July 2016. Retrieved October 31, 2018 from https://www.researchgate.net/publication/305079910
Brosnan, F. (2012). Business intelligence: what works where in b2b digital marketing. Journal of Direct, Data and Digital Marketing Practice. 14 (2), pp. 154-159.
Chitty, Luck, Baker, Sassenberg, Shimp, and Andrews. (2018). Integrated Marketing Communications. 5th Asia-Pacific Ed. Australia: Cengage Learning, pp 7-11.
Csikósová, A., Antošová, M., and Čulková, K. (2014). Strategy in direct and interactive marketing and integrated marketing communications. Procedia - Social and Behavioral Sciences, pp. 116, 1615–1619. Retrieved March 20, 2019 from http://doi.org/10.1016/j.sbspro.2014.01.444 and https://ac.els-cdn.com/S1877042814004613/1-s2.0-S1877042814004613-main.pdf?_tid=02fcd47d-4c91-4a2f-8c19-724cdc122d3a&acdnat=1553055055_1f282399799d18d47c34356ba5e5950a
Dagumboy, Eloida Carpio. (2018). University website quality benchmark in selected Asian countries. Proceedings of BAI2018. Seoul, Korea. ISSN 1729-9322.
Direct Marketing. (n.d.) In Investopedia. Retrieved March 3, 2019 from https://www.investopedia.com/terms/d/direct-marketing.asp
Ebrahimi, Yasmin. (2015). the three r’s of influence marketing. Retrieved on March 11, 2013 from https://sidebuyblog.com/2015/06/22/the-three-rs-of-influence-marketing/
Event Marketing. (n.d.) In Business dictionary. Retrieved June 5, 2019 from http://www.businessdictionary.com/definition/event-marketing.html
Fierro, I., Arbelaez, D., and Gavilanez, J. (2017). Digital marketing: a new tool for international education. Retrieved March 26, 2018 from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=128122216&site=ehost-live
Galetto, Molly. (2017). Database marketing. Ng Data. Retrieved March 3, 2019 from https://www.ngdata.com/what-is-database-marketing/
George, Amiso M. (2000). the new public relations: integrating marketing and public relations strategies for student recruitment and institutional image building–a case study of the university of texas at san antonio. Retrieved November 12, 2018 from http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=5200970&site=ehost-live
Goldman Sachs. (2016). Millennial coming of age. Retrieved June 17, 2018 from http://www.goldmansachs.com/our-thinking/pages/millennials/
Hanover Research. (2014). Trends in higher education marketing, recruitment, and technology. Retrieved March 26, 2018 from http://www.hanoverresearch.com/media/Trends-in-Higher-Education-Marketing-Recruitment-and-Technology-2.pdf
Harris, Thomas L. (1991). The Marketer’s Guide to Public Relations. New York: John Wiley.
Keller, K. L. (2001). Mastering the marketing communications mix: micro and macro perspectives on integrated marketing communication programs. Journal of Marketing Management, 17. Retrieved March 20, 2019 from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=5482275&site=ehost-live.
Keller, Kevin Lane. (2013). Strategic Brand Management. 4th Ed. New Jersey: Pearson Prentice-Hall.
Klepek, Martin and Matušinska. Kateřina. (2016). Marketing communication effects on the specific segment of Czech singles. Retrieved November 12, 2018 from http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=2c7bd4c0-1127-4035-bcb4-46937c79d1b5%40sessionmgr4008http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=115136732&site=ehost-live
Kotler, P., Armstrong, G., Saunders, J., and Wong, V. (1999). Principles of Marketing. 2nd Ed. Europe: Prentice-Hall.
Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2007). Moderní Marketing. 4th ed. Praha: Grada Publishing, p. 1041.
Lamberton, C. and Stephen, A.T. (2016). a thematic exploration of digital, social media, and mobile marketing: research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing: AMA/MSI. Special Issue. Vol. 80, pp. 146–172. Retrieved March 26, 2018 from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=119129831&site=ehost-live
Lee, D. H., and Park, C. W. (2007). Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47(3), pp. 222–236.
Likert-type scale response anchors. (n.d.) In Survey legend. Retrieved December 12, 2017 from https://www.surveylegend.com/likert-type-scale-responses-examples-with-examples/
Likert, Rensis. (1932). A technique for the measurement of attitudes. Archives of Psychology. Vol 140.
Manila Bulleting. (2004). University of the East: nearly 60 years of quality education for the masses.
Mannheim, Karl. (1952). the problem of generations. In: Kecskemeti, Paul. Essays on the Sociology of Knowledge: Collected Works, Volume 5. New York: Routledge. pp. 276–322.
Market Segmentation. (n.d.) In Qualtrics. Retrieved June 17, 2019 from https://www.qualtrics.com/experience-management/brand/what-is-market-segmentation/
Marshall, G.W., and Johnston, Mark W. (2019). Marketing Management. 3rd Ed. New York: McGraw Hill Education, pp. 16, 358.
Miller, Deborah A. and Rose, Patricia B. (1994). Integrated communications: a look at reality. Public Relations Quarterly, 39 (1), pp. 13-19.
Munro, J. and Richards, B. (2011). the digital challenge. In: Morgan, N., Pritchard, A. and Pride, R. Destination Brands. 3rd ed. Oxford: Butterworth-Heinemann.
Nicolescu, Luminiţa. (2009). Applying marketing to higher education: scope and limits. Management & Marketing. vol. 4, no. 2, pp. 35-44.
Nielsen. (2012). Global consumers’ trust in ‘earned’ advertising grows in importance. Retrieved August 3, 2019 from https://www.nielsen.com/us/en/press-releases/2012/nielsen-global-consumers-trust-in-earned-advertising-grows/
Noel‐Levitz. (2013). 2013 marketing and student recruitment practices benchmark report. Retrieved March 26, 2018 from fhttps://www.noellevitz.com/papers‐research‐higher‐education/2013/marketing‐student‐recruitment‐practicesbenchmark‐report
Ordun, Guven. (2015). Millennial (gen y) consumer behavior, their shopping preferences and perceptual maps associated with brand loyalty. Canadian Social Science. Vol. 11, No. 4. Retrieved November 9, 2018 from https://www.researchgate.net/publication/298506301
Percy, Larry. (2018). Strategic Integrated Marketing Communications. 3rd Ed. New York: Routledge, p. 143.
Porcu, L., del Barrio-Garcia, S., and Kitchen, P.J. (2012). How integrated marketing communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Comunicacion Y Sociedad, Vol. XXV, Num. 1, 2012, 313-348. Retrieved November 12, 2018 from http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=89645833&site=ehost-live
Pride, W.M. and Ferrell, O.C. (2019). Essentials of Marketing Management. Quezon City: C&E Publishing, Inc., p. 254.
Reid, M. (2012). Building strong brands through the management of integrated marketing communications. International Journal of Marketing, Vol. 41.
Resolution Foundation. (2016). Millennials facing ‘generational pay penalty’ as their earnings fall £8,000 behind during their 20s. Retrieved June 17, 2018 from https://www.resolutionfoundation.org/media/press-releases/millennials-facing-generational-pay-penalty-as-their-earnings-fall-8000-behind-during-their-20s/
Rimkienė, Indrė. (2013). Integrated marketing communication: theoretical approach. Rural Development 2013 ISSN 2345-0916. Retrieved November 12, 2018 from http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=100423340&site=ehost-live
Sales Promotion. (n.d.) In Monash University. Retrieved February 26, 2019 from https://www.monash.edu/business/marketing/marketing-dictionary/s/sales-promotion
Seric, Maja, Gil-Saura, Irene, and Molla-Descals, Alejandro. (2013). Loyalty in high-quality hotels of Croatia: from marketing initiatives to customer brand loyalty creation. Journal of Relationship Marketing. Retrieved February 26, 2019 from http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=88212309&site=ehost-live
Shimp, T. A., and Andrews, J. C. (2013). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. 9th Ed. Ohio: Cengage.
Simon, M.K. and Goes, J. (2013). Dissertation and scholarly research: recipes for success. Seattle, WA, Dissertation Success, LLC. Retrieved November 14, 2018 from http://dissertationrecipes.com/
Slovin’s Formula. (n.d.) In Research assignment. Retrieved February 13, 2019 from https://prudencexd.weebly.com/
Solis, Brian. (2012). Report: the rise of digital influence and how to measure it. Retrieved March 12, 2019 from https://www.briansolis.com/2012/03/report-the-rise-of-digital-influence/
Stein, Joel. (2013). the me me me generation. Time Magazine. Retrieved June 17, 2018 from https://time.com/247/millennials-the-me-me-me-generation/
University of the East-Caloocan course offerings. Retrieved November 12, 2018 from http://www.ue.edu.ph
Word of Mouth Marketing. (n.d.) In Business dictionary. Retrieved August 13, 2019 from http://www.businessdictionary.com/definition/word-of-mouth-marketing.html
Yeoman, I., and McMahon-Beattie U. (2011). the future challenge. In: Morgan, N., Pritchard, A. and Pride, R. Destination Brands. 3rd Ed. Oxford: Elsevier Ltd. pp. 141-154.
Published
2019-11-08
How to Cite
Dagumboy, E. C. (2019). Coverage index of various communication platforms: a segmented approach to philippine university marketing. Jurnal Studi Komunikasi, 3(3), 287-315. https://doi.org/10.25139/jsk.v3i3.1842
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