Ton och Röst - en integrerad del av helheten
(2012) SKOK01 20121Department of Strategic Communication
- Abstract
- During the last decades, Integrated Marketing Communications (IMC) has emerged as a powerful theory within marketing communications research. The main purpose of IMC is to integrate all the communications efforts of an organization into one single and unified voice. However, little research has been undertaken to examine which role tone of voice has in connection to IMC. This study seeks to investigate to which extent IKEA:s voice is integrated, and how this is manifested in their external and internal documents. In addition, the study seeks to explore whether integration is favorable or not to organizations that implement the concept of IMC regarding tone of voice. To do this, qualitative discourse analysis has been central to the study.
... (More) - During the last decades, Integrated Marketing Communications (IMC) has emerged as a powerful theory within marketing communications research. The main purpose of IMC is to integrate all the communications efforts of an organization into one single and unified voice. However, little research has been undertaken to examine which role tone of voice has in connection to IMC. This study seeks to investigate to which extent IKEA:s voice is integrated, and how this is manifested in their external and internal documents. In addition, the study seeks to explore whether integration is favorable or not to organizations that implement the concept of IMC regarding tone of voice. To do this, qualitative discourse analysis has been central to the study.
The main results are that IKEA:s voice is constituted by a variety of discourses and the effects of their guidelines for written communication and that their voice is integrated to a high degree, with some exceptions in their corporate blogs. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2760042
- author
- Mattisson, Daniel LU and Holmblad, Gustaf
- supervisor
- organization
- course
- SKOK01 20121
- year
- 2012
- type
- M2 - Bachelor Degree
- subject
- keywords
- Integrated marketing communications, IMC, Tone of voice, Verbal identity, Controlled language, IKEA
- language
- Swedish
- id
- 2760042
- date added to LUP
- 2012-08-29 10:50:54
- date last changed
- 2014-09-04 08:36:17
@misc{2760042, abstract = {{During the last decades, Integrated Marketing Communications (IMC) has emerged as a powerful theory within marketing communications research. The main purpose of IMC is to integrate all the communications efforts of an organization into one single and unified voice. However, little research has been undertaken to examine which role tone of voice has in connection to IMC. This study seeks to investigate to which extent IKEA:s voice is integrated, and how this is manifested in their external and internal documents. In addition, the study seeks to explore whether integration is favorable or not to organizations that implement the concept of IMC regarding tone of voice. To do this, qualitative discourse analysis has been central to the study. The main results are that IKEA:s voice is constituted by a variety of discourses and the effects of their guidelines for written communication and that their voice is integrated to a high degree, with some exceptions in their corporate blogs.}}, author = {{Mattisson, Daniel and Holmblad, Gustaf}}, language = {{swe}}, note = {{Student Paper}}, title = {{Ton och Röst - en integrerad del av helheten}}, year = {{2012}}, }