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A consumer-centric framework to develop insights for effective integrated marketing communications campaigns

Author

Listed:
  • Sciarrino, JoAnn

    (The University of Texas at Austin, USA)

  • Prudente, John

    (The University of Texas at Austin, USA)

Abstract

While the idea behind insight creation for integrated marketing communications (IMC) in the advertising and marketing industry has been around for decades, there has always been a shroud of mystery behind the actual creation. Often described as ‘more art than science’, insights creation has long been thought of as an unteachable skill.1 Through the use of a consumer-centric framework, this paper examines whether advertising and marketing professionals are able to harness necessary facts to explore, understand and develop a meaningful consumer insight. Based on depth interviews and case studies, the results suggest that practitioners need to uncover important ‘learnable’ components related to business, brand, culture and audience, while also relying on internal mechanisms such as judgment, interpretation and creativity to guide decision-making. The proposed consumer-centric insight development tool enables a fresh look at the learnable components to develop insights for new IMC work.

Suggested Citation

  • Sciarrino, JoAnn & Prudente, John, 2021. "A consumer-centric framework to develop insights for effective integrated marketing communications campaigns," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(1), pages 83-95, June.
    • Handle: RePEc:aza:jbs000:y:2021:v:10:i:1:p:83-95
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    More about this item

    Keywords

    integrated marketing communications; advertising insights; consumer-centric marketing framework; brand strategy; insight development; marketing insight;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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