The Art of Persuading the Audience : Integrated Marketing Communications in the Swedish Entertainment Industry

BACKGROUND: The entertainment industry is an unrepresented area of academic research. Due to its competitive field, marketing experience goods in an efficient manner is important, which is why an IMC strategy is beneficial. However, IMC can be considered vague because of its many conflicting definitions. As a result, this study will fill the research gap of using IMC in the context of the Swedish entertainment industry. PURPOSE AND RESEARCH QUESTIONS: The purpose of this study is to outline and gain knowledge about different approaches regarding integrated marketing communications (IMC) amongst companies in the Swedish entertainment industry. Questions: How does word of mouth affect companies who market experience goods in the Swedish entertainment industry? In what way and to which extent are companies in the Swedish Entertainment Industry using an IMC strategy in their marketing? And How can an IMC strategy support overall marketing results? METHOD: The study is qualitative with an abductive approach where the data has been collected through semi-structured interviews. Furthermore, the study has a constructivism ontological approach and an interpretivism epistemological approach. The data has been presented and analyzed with a thematic approach. CONCLUSION AND FINDINGS: In regard to an IMC strategy, advertising and PR were the most used tools, and the one voice dimension of IMC was the most prominent. In addition, the effect of negative word of mouth had a higher impact than positive. Several new findings have been identified, such as BrandCebo, target group integration, and testing marketing material through interactivity. Furthermore, quiet word of mouth, creating FOMO and utilizing mystery to market experience goods were new findings.