Integrated Marketing Communications of Sectors and Regions
Integrated Marketing Communications of Sectors and Regions

Author(s): Nikola Vangelov, Lyubomir Lyubenov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: integrated marketing communications; agricultural marketing; public relations; institutional advertising; direct marketing; regional branding; geographical indications; digital interactivity; sectoral integration; agrifood communication
Summary/Abstract: This article examines integrated marketing communications (IMC) in agricultural sectors and regions, addressing the structural challenges that prevent individual farms, as micro-producers of undifferentiated raw materials, from implementing independent communication policies. The research develops a framework to apply and rank the main communication tools (public relations, advertising, sales promotion, personal selling, and direct marketing) across the mega, macro, meso, and micro levels of agricultural organisation. The study argues that PR occupies the leading role in agricultural IMC, as it builds the foundational trust and regional/sectoral identity upon which all other tools depend. Institutional, product, and brand advertising are analysed according to the degree of product differentiation, with the declining effectiveness of traditional advertising addressed through the integration of digital interactivity and personalisation. Sales promotion, personal selling, and direct marketing are shown to require horizontal and vertical integration at the sectoral and regional levels to overcome farm-level resource constraints. The research concludes by proposing a strategic communication hierarchy: PR and Public Affairs establish credibility first, followed by institutional advertising to maintain image, and subsequently by product/brand advertising, direct marketing, and sales promotion targeting specific market segments through personalised, interactive digital channels.

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