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

JoAnn Sciarrino and John Prudente
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JoAnn Sciarrino: The University of Texas at Austin, USA
John Prudente: The University of Texas at Austin, USA

Journal of Brand Strategy, 2021, vol. 10, issue 1, 83-95

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.

Keywords: integrated marketing communications; advertising insights; consumer-centric marketing framework; brand strategy; insight development; marketing insight (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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