Relevant bibliographies by topics / Effectiveness of marketing campaign

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  2. Dissertations / Theses
  3. Books
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Academic literature on the topic 'Effectiveness of marketing campaign'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Effectiveness of marketing campaign"

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Güçeri-Uçar, Gözem. "Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence." Journal of Electronic Commerce in Organizations 11, no. 4 (October 2013): 1–18. http://dx.doi.org/10.4018/jeco.2013100101.

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This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers’ intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.
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Syaharani, Dita Indah. "THE EFFECTIVENESS OF DOVE CAMPAIGN FOR REAL BEAUTY IN AFFECTING CUSTOMERS’ PURCHASE DECISION TOWARD DOVE PRODUCTS." Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 9 (September 9, 2021): 244–64. http://dx.doi.org/10.35631/aijbes.39017.

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The emergence of social marketing campaign strategy has encouraged businesses to adopt it as their marketing strategy. However, although nowadays companies are continuously creating unique social marketing campaigns, many of them end up backfiring. Therefore, companies should create campaigns that are able to draw customers to participate and create purchase decisions. Dove brings a campaign that promotes women’s self-esteem through brand building and serves dual goals to make women feel more beautiful and sell more products, called Dove Campaign for Real Beauty. This study aims to analyze how the campaign affects customers’ purchase decisions toward the products. From the study, the factors in the campaign that affect customers’ purchase decisions toward the products will be identified. Finally, this study aims to develop marketing recommendations for the campaign to affect customers’ purchase decisions toward the products. This study uses semi-structured interviews and online survey methods to collect data and uses open coding and PLS-SEM to analyze the relationship between the variables. The results indicate that positive word-of-mouth significantly affects consumer-campaign (CC) identification, perceived cause-related marketing (CRM) motive significantly affects emotional attachment, and affective reaction, brand trust, and brand community significantly affect customers’ purchase decision through attitude toward the campaign, attitude toward the brand, and purchase intention. This study is expected to enhance marketer understandings of how the company could improve purchase decisions through social marketing campaign strategy.
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Groeger, Lars, and Francis Buttle. "Word-of-mouth marketing." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1186–208. http://dx.doi.org/10.1108/ejm-02-2012-0086.

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Purpose – The paper aims to provide a theoretically informed critique of current measurement practices for word-of-mouth marketing (WOMM) campaigns. Design/methodology/approach – An exploratory field study is conducted on a real-life WOMM campaign. Data are collected from two generations of campaign participants using a custom-built Facebook app and subjected to social network analysis (SNA). We compare our theoretically informed measure of campaign reach with industry standard practice. Findings – Standard metrics for WOMM campaigns assume campaign reach equates to the number of campaign-related conversations. These metrics fail to allow for the possibility that some participants may be exposed multiple times to campaign-related messaging. In this exploratory field study, standard metrics overestimate campaign reach by 57.5 per cent. The campaign is also significantly less efficient in terms of cost-per-conversation. SNA shows that multiple exposures are associated with transitivity and tie strength. Multiple exposures mean that the total number of campaign-related conversations cannot be regarded as equivalent to the number of individuals reached. Research limitations/implications – SNA provides a sound theoretical foundation for the critique of current WOMM measurement practices. Two social-structural network attributes – transitivity and tie strength – inform our critique. A single WOMM campaign provides the field study context. Practical implications – The findings have significant implications for the development and deployment of WOMM effectiveness and efficiency metrics and are relevant to WOMM agencies, agency clients and the Word-of-Mouth Marketing Association. Originality/value – This is the largest field study of its kind having collected data on >5,000 WOMM campaign-related conversations. Participants specified precisely whom they spoke to about the campaign and the strength of that social tie. This is the first SNA-informed critique of standard WOMM campaign measurement practices and first quantification of offline multiple exposures to a WOMM campaign. We demonstrate how standard campaign metrics are based on the false assumption that word-of-mouth flows exclusively along intransitive ties.
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Bakhurin, Ivan. "Analyzing the Effectiveness of Your Marketing Campaign." International Society of Hair Restoration Surgery 13, no. 4 (July 2003): 377–92. http://dx.doi.org/10.33589/13.4.0377.

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Rosidah, Rosidah. "Analysis of Social Marketing for Anti-Corruption Campaign: Case Study of Film “Kita Versus Korupsi”." Humaniora 3, no. 1 (April 30, 2012): 181. http://dx.doi.org/10.21512/humaniora.v3i1.3248.

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The paper aims to explain the application of commercial marketing theory in a social marketing campaign. This study derives from secondary sources have been conducted, including previous researches and published articles. The writer finds yhat the theory of marketing mix has been used to study the film proposition. Furthermore, another “P”, namely Partnership, and segmentation has also been added to the campaign. The marketer has applied the commercial marketing approach in the film, as one of the campaigns for anti-corruption in Indonesia, to ensure that the campaign will be effectively delivered for the target audience. This finding can serve as a guideline for best practices in social marketing campaign for other sector or mission. In addition, the paper doesn’t aim to evaluate the effectiveness of the film as a social marketing campaign. It just wants to analyze the application of commercial sector marketing that applied in the film.
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Prashar, Sanjeev, Harvinder Singh, and Kara Shri Nishanth. "Mumbai Indians: a case on social media marketing." Emerald Emerging Markets Case Studies 3, no. 5 (November 14, 2013): 1–10. http://dx.doi.org/10.1108/eemcs-02-2013-0014.

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Subject area The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case may be focussed on understanding the dynamics of social media marketing. Study level/applicability The case shall be administered among students pursuing their post graduate degree in management. Case overview The case reflects the importance of social media marketing and various successful campaign activities led by Mumbai Indians. It highlights how companies can connect with audience vide social media that provides instant feedback and direct connection with the target audience. The strategic frame that can be used to organize the campaign has been suggested by the authors in teaching notes, besides evolving the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel. Expected learning outcomes The case may be focused on understanding the dynamics of social media marketing. Management students would have a huge learning in terms of how social media campaigns are developed and effectiveness of social media campaigns. The case explains the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel which would be a learning for student studying online marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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J. A. Sorensen, P. Jenkins, B. Bayes, S. Clark, and J. J. May. "Cost-Effectiveness of a ROPS Social Marketing Campaign." Journal of Agricultural Safety and Health 16, no. 1 (2010): 31–40. http://dx.doi.org/10.13031/2013.29247.

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Michel, René, Igor Schnakenburg, and Tobias von Martens. "Effective customer selection for marketing campaigns based on net scores." Journal of Research in Interactive Marketing 11, no. 1 (March 13, 2017): 2–15. http://dx.doi.org/10.1108/jrim-10-2015-0080.

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Purpose This paper aims to address the effective selection of customers for direct marketing campaigns. It introduces a new method to forecast campaign-related uplifts (also known as incremental response modeling or net scoring). By means of these uplifts, only the most responsive customers are targeted by a campaign. This paper also aims at calculating the financial impact of the new approach compared to the classical (gross) scoring methods. Design/methodology/approach First, gross and net scoring approaches to customer selection for direct marketing campaigns are compared. After that, it is shown how net scoring can be applied in practice with regard to different strategical objectives. Then, a new statistic for net scoring based on decision trees is developed. Finally, a business case based on real data from the financial sector is calculated to compare gross and net scoring approaches. Findings Whereas gross scoring focuses on customers with a high probability of purchase, regardless of being targeted by a campaign, net scoring identifies those customers who are most responsive to campaigns. A common scoring procedure – decision trees – can be enhanced by the new statistic to forecast those campaign-related uplifts. The business case shows that the selected scoring method has a relevant impact on economical indicators. Practical implications The contribution of net scoring to campaign effectiveness and efficiency is shown by the business case. Furthermore, this paper suggests a framework for customer selection, given strategical objectives, e.g. minimizing costs or maximizing (gross or lift)-added value, and presents a new statistic that can be applied to common scoring procedures. Originality/value Despite its lever on the effectiveness of marketing campaigns, only few contributions address net scores up to now. The new χ2-statistic is a straightforward approach to the enhancement of decision trees for net scoring. Furthermore, this paper is the first to the application of net scoring with regard to different strategical objectives.
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Handa, Meenakshi, and Shruti Gupta. "Digital cause-related marketing campaigns." Journal of Indian Business Research 12, no. 1 (February 10, 2020): 63–78. http://dx.doi.org/10.1108/jibr-09-2019-0285.

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Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.
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Sagala, Riski Bayuni, and Yatri Indah Kusumastuti. "Efektivitas Strategi Komunikasi Pemasaran Sosial Kampanye Sustainable Seafood, WWF-Indonesia." Jurnal Sains Komunikasi dan Pengembangan Masyarakat [JSKPM] 1, no. 1 (July 4, 2017): 55. http://dx.doi.org/10.29244/jskpm.1.1.55-64.

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Social marketing communication strategy is a tool used by the company to achieve its goal. The effectiveness of social marketing communication strategy can be seen from the change in the attitude of the campaign target refers to the cognitive, affective, and conative. The purpose of this study was to analyze the social marketing communication strategy undertaken by WWF in running campaigns, analyze the effectiveness of social marketing communications conducted by WWF in running his campaign, and analyze correlation between strategy of social marketing and effectiveness of social marketing communications conducted by WWF in running his campaign. The method used in this research was supported by survey method with quantitative and qualitative data. In this research, social marketing communication strategy under study is a social marketing communication strategy Campaign Sustainable Seafood, WWF-Indonesia. The results showed the dominance of media used by the respondent to get a message is a media meeting and the relationship between social marketing communication strategy and media exposure frequency of the effectiveness of social marketing communication strategy on aspect of cognitive, affective, and conative.Keywords: attitude change, strategy, media exposure----------------------------------ABSTRAKStrategi komunikasi pemasaran sosial adalah alat yang digunakan oleh perusahaan untuk mencapai tujuannya. Efektivitas strategi komunikasi pemasaran sosial dapat dilihat dari perubahan sikap target kampanye pada kognitif, afektif, dan konatif. Tujuan dari penelitian ini adalah untuk menganalisis strategi komunikasi pemasaran sosial yang dilakukan oleh WWF dalam menjalankan kampanye, menganalisis efektivitas komunikasi pemasaran sosial yang dilakukan oleh WWF dalam menjalankan kampanyenya, dan menganalisis hubungan antara strategi pemasaran sosial dan efektivitas komunikasi pemasaran sosial yang dilakukan oleh WWF dalam menjalankan kampanyenya. Metode yang digunakan dalam penelitian ini didukung oleh metode survei dengan data kuantitatif dan kualitatif. Dalam penelitian ini, strategi komunikasi pemasaran sosial yang diteliti adalah strategi komunikasi Kampanye Sustainable Seafood, WWF-Indonesia. Hasil penelitian menunjukkan dominasi media yang digunakan oleh responden untuk mendapatkan pesan adalah pertemuan media dan hubungan antara strategi komunikasi pemasaran sosial dan frekuensi keterdedahan media dari efektivitas strategi komunikasi pemasaran sosial pada aspek kognitif, afektif, dan konatif.Kata kunci: perubahan sikap, strategi, keterdedahan media
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Dissertations / Theses on the topic "Effectiveness of marketing campaign"

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Bártlová, Jitka. "Analýza komunikační kampaně ministerstva dopravy "Nemyslíš,zaplatíš"." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11248.

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Diploma thesis - Ministry of Transport communication campaign "Nemyslíš, zaplatíš" analysis - is divided into two parts - theoretical and practical. Theoretical part is concerned in marketing and commercial communication, social marketing and evaluation of communication campaign effectiveness. Practical part refers to BESIP, czech accident statistics and communication campaign "Nemyslíš, zaplatíš" analysis (introduction, communication strategy). Thesis also contains research concerning campaign effectiveness and awareness. Overall campaign evaluation is made at the end of thesis and completed with reccomendation for the future.
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Stankevičiūtė, Giedrė. "Mėsos ir pieno produktų reklamos įtaka vartotojų elgsenai." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20050530_161731-20762.

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The final work deals with analysis of theoretical principles of advertisement, research methods of advertisement influence on consumer behavior and presentation of milk and meat products advertisement improvements.
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Harutjunjan, Ani. "Analýza efektivity vybrané marketingové kampaně." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199988.

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The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Montagno, Beth L. "Marketing public relations : a multimed[i]a campaign." Virtual Press, 2005. http://liblink.bsu.edu/uhtbin/catkey/1327295.

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This creative project consists of a literature review of material concerning the combination of traditional public relations and advertising tactics with new ideas of multi-media to create a field referred to as marketing public relations. The project also contains a DVD component that includes elements of a marketing public relations campaign designed for a small business in Muncie, Indiana. The DVD is formatted so that elements can be viewed independently and in any order the consumer chooses. This puts the user in charge of what they are viewing or listening to at any time.
Department of Telecommunications
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Ilar, Sandra. "The Hunger Games Viral Marketing Campaign : A Study of Viral Marketing and Fan Labor." Thesis, Stockholms universitet, Institutionen för mediestudier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-105864.

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This essay examines Lionsgate’s viral marketing campaign for The Hunger Games (Gary Ross, 2012) and the marketing teams’ use of new marketing techniques and the online fan base. The essay also asks the question to what extent the fans’ participation in Lionsgate’s marketing campaign can be called fan labor. The study is based on a film industrial perspective and academic literature that deals with film marketing, the film industry, fandom and digital labor. The material used for the analysis of The Hunger Games marketing campaign is collected from newspaper articles and news interviews with Lionsgate’s marketing personnel. The study shows that although Lionsgate used many new marketing strategies associated with viral marketing, it is problematic to depict these strategies as a wholesale movement from older marketing techniques. It points to the importance of a nuanced understanding of how producers and consumers operate in the digital age with a holistic view on film marketing practices. The study also shows that Lionsgate’s use of the online fan base correspond with many characteristics of fan labor on the internet. It is, however, problematic to establish that this necessarily means that the fans’ contributions to the marketing campaign were exploited or that it demands compensations. The essay argues that the popularity of viral marketing among film studios and their use of fans and fan created content for promotional purposes calls for further investigations.
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Syniuk, Artem. "Sustainable apparel marketing and consumption : An analysis of Patagonia’s Worn Wear video marketing campaign." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53185.

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Background: The modern world struggles with an environmental crisis and many industry sectors could be considered as non-sustainable. The fashion industry is poorly performing both in ecological and social sustainability due to mass production and apparel waste caused by fast changing fashion. To reduce the negative impact on the ecological and social environment the United Nations developed the Sustainable Development Goals focussing on the economic, social, and ecological sustainability. The apparel industry influenced by the international organisations and the customers sustainability demands is forced to adjust its business strategy towards ecological and socially sustainable business and production. Purpose: The purpose of this study is to understand how the brand Patagonia, a company in the fashion industry, communicates its core values and meanings in its marketing campaign focussed on sustainable production and consumption. By analysing Patagonia`s video series of the Worn Wear marketing campaign, the underlying core values and meaning building the companies brand image on topic of sustainability could be interpreted. Method: This thesis is conducted by applying interpretive thematic analysis and visual analysis by applying the study of semiotics and documentary video analysis. The employed theories allow the researcher to discover meaning and values through conducting a visual analysis. Conclusion: The results show that Patagonia Inc., communicates a total of four major and ten secondary themes on topics of both ecological and social sustainability in the Worn Wear campaign. The themes are representing the importance of slow fashion by repairing the gear and sustainable consumption. The reciprocity between adventures and sustainable environment is being mentioned, and the social and ecological factors are expounded.
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Lourenço, Filipe Miguel Silvano dos Santos. "Political marketing in presidential and legislative elections." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19667.

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Mestrado em Marketing
Marketing político é uma disciplina que tem vindo a ganhar cada vez mais atenção no mundo académico e uma das suas áreas de pesquisa é o facto de marketing político necessitar de diferentes práticas conforme a cultura do país em que está a ser aplicado, no entanto ainda não foram estudadas diferentes práticas que têm de ser aplicadas dentro da mesma cultura, mas para diferentes tipos de eleições. Este estudo irá analisar as diferenças que campanhas para eleições presidenciais e legislativas têm de ter em atenção em Portugal, estudando o caso da campanha presidencial de 2016 de sua excelência Marcelo Rebelo de Sousa, e da campanha legislativa de 2015 sua excelência António Costa e do PS. As maiores diferenças encontradas foram ao nível de características pessoais, em que no caso do presidente MRS se dá maior importância à sua personalidade, enquanto que no caso do primeiro ministro se deu mais importância às suas capacidades; o partido político teve maior relevância nas eleições legislativas, enquanto que o histórico pessoal e a fama tiveram mais relevância nas presidenciais; os eleitores deram maior importância ao programa eleitoral do primeiro ministro achando que a sua função principal é de legislar, enquanto que a função do presidente é mais de representar o país e estar próximo do povo; e ainda houve diferenças a nível do tipo de campanha efetuada.
Political marketing is a subject which has been gaining growing attention in the academic world, and one of its areas of research is the fact that political marketing needs to apply different practices dependent on the culture in which it is being applied, however there haven?t been any studies regarding different practices which have to be applied within the same culture, but regarding different kinds of elections. This study will analyze differences that campaigns for presidential and legislative elections need to take into consideration when being prepared, studying the case of his excellence, president Marcelo Rebelo de Sousa?s 2016 presidential campaign, and his excellence prime minister António Costa and PS?s 2015 legislative campaign. The biggest differences found were in the personal characteristics of the candidates, with people paying more attention to the personality of the president and the capacities of the prime minister; the political party has a higher level of importance when it is legislative elections while the historic and reputation were more relevant in presidential elections; the electorate gave more importance to the electoral program of the prime minister, believing that his main function is to legislate, while the main functions for the president were to represent the country and to be closer to the people; and there were also differences regarding the type of campaign each candidate followed.
info:eu-repo/semantics/publishedVersion
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Mou, Jessie Boxin. "Study on social media marketing campaign strategy -- TikTok and Instagram." Thesis, Massachusetts Institute of Technology, 2020. https://hdl.handle.net/1721.1/127010.

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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, May, 2020
Cataloged from the official PDF of thesis.
Includes bibliographical references (pages 39-41).
Social media is known as "a group of Internet-based applications that builds on ideological and technological foundations of Web 2.0, and it allows the creation and exchange of user generated content (Kaplan and Haenlein 2010, p. 61)." Individual users create their personal profiles, blog and connect with their friends leveraging a variety of functions including profile searching, instant messaging, sharing and commenting. With development of social media, social media became a well adopted channel for marketers to build brand awareness, launch new products, engage with target audience, source qualified leads in a fast and efficient manner. TikTok and Instagram are the top and emerging social media platforms that are being adopted by marketers to reach and engage with their target audience. There have not been a lot of research focusing on the impact of social media marketing on these platforms on consumer buying behaviors.
Thus, the writer aims to provide companies with recommendations on developing their social media strategies through this research. In order to achieve the goal, the author first reviewed and referenced research completed to understand how social identity theory, individualism vs. collectivism cultures impact consumers' buying behaviors; investigated how co-creation, virtual community transformed consumers' interaction with one and another; and compared consumers' different reactions to content marketing, sponsored content together with user generated content. With understanding of previous research, the writer then focused the study on beauty industry and leveraged beauty industry as a representation to study social media strategies that companies should deploy . She used empathy interview, case studies to understand how consumers behave to different social media marketing programs and made her recommendations to companies developing their social media marketing strategy.
Companies should first align on their short term and long term marketing goals and evaluate if its brand and product are suitable to be marketed through these social media channels. Then the company need to decide on which step of the marketing funnel are they trying to improve on in order to select the correct marketing strategy. Lastly, companies should establish its own consumer persona in order to finalize which KOLs to work with and how much budget they have for the social media marketing campaigns.
by Jessie Boxin Mou.
S.M. in Management Studies
S.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Management
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Malec, Etienne. "Digital Marketing and Social Media in a Crowd Funding Campaign." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198797.

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The goal of this thesis is to investigate the key success factors in the digital marketing approach used for campaigns done on crowdfunding platforms, and how it will change influence the decisions of the crowd to invest in a project. Regarding the structure of this thesis, we will firstly explain in details what are the roots of the crowdfunding, describe the different type of platforms and in which context they are used. In the second and third part, we will see how crowdfunding represent a boost for the entrepreneurial initiative and how digital marketing is influencing the process of a raising fund campaign. Finally, thanks a research that has been conducted on 46 respondents, we will analyze the behavior of the crowd regarding the marketing approach used by crowdfunders. As findings, we can state that a crowdfunder must establish a project with a substantial quality content that will pull the crowd toward the project, and choose the right approach in selecting an adapted crowdfunding platforms and rewards.
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Hlávková, Lenka. "Politický marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192483.

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Political marketing and political science are relatively young disciplines. Their contemporary shape follows the context of the dynamic social changes, caused by the technological innovation. This thesis should try to cover a range of areas, related to the connection between politics, political science and political marketing. The consistent analysis is supplemented by example from practice of the Czech political party. The chosen case study refers to the parliamentary election in 2013. The thesis introduces key tools of marketing communications and their applications on the market, establishing proper communication objectives and shows, how to choose appropriate communication strategy.
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Books on the topic "Effectiveness of marketing campaign"

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Klapdor, Sebastian. Effectiveness of Online Marketing Campaigns. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3.

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Burns, Ruth Ann. Updating your company's marketing strategy: Leading marketing executives on examining the effectiveness of current campaigns, implementing new initiatives, and ensuring alignment with corporate objectives. [Boston, Mass.]: Aspatore Books, 2008.

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Khan, M. A. Marketing communication in the retail sector: a case study: Principles (Burton Group) the effectiveness of the "Principles to die for" campaign. Oxford: Oxford Brookes University, 1997.

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Peter, Mouncey, ed. Marketing accountability: How to measure marketing effectiveness. London: Kogan Page, 2009.

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Lane, Martha A. California Literacy Campaign program effectiveness review. [Alexandria, Va: ERIC Document Reproduction Service, 1986.

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Facebook marketing: Designing your next marketing campaign. Indianapolis, Ind: Que Pub., 2010.

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Rice, Craig S. Marketing without a marketing budget. Holbrook,MA: Bob Adams, 1989.

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Campaign communication and political marketing. Chichester: Wiley-Blackwell, 2011.

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Heredia, Carlos Guzmán. Marketing político. Buenos Aires, Argentina: Jorge Giacobbe Editor, 1991.

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Communications, Racom, ed. Accountable marketing: The economics of data-driven marketing. [Chicago, Ill.]: AMA, 2004.

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Book chapters on the topic "Effectiveness of marketing campaign"

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Klapdor, Sebastian. "Introduction." In Effectiveness of Online Marketing Campaigns, 1–6. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_1.

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Klapdor, Sebastian. "Overview on Online Advertising." In Effectiveness of Online Marketing Campaigns, 7–27. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_2.

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Klapdor, Sebastian. "Existing Research and Conceptual Foundations." In Effectiveness of Online Marketing Campaigns, 29–50. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_3.

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Klapdor, Sebastian. "Study I: Effectiveness of Multichannel Online Advertising." In Effectiveness of Online Marketing Campaigns, 51–74. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_4.

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Klapdor, Sebastian. "Study II: Effectiveness of Search Engine Advertising." In Effectiveness of Online Marketing Campaigns, 75–101. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_5.

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Klapdor, Sebastian. "Conclusion, Implications, and Outlook." In Effectiveness of Online Marketing Campaigns, 103–15. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_6.

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Binggeser, Ellen, Stefan M. Hampel, Larissa V. Hammon, and Hajo Hippner. "The Impact of Emotions on the Effectiveness of Viral Marketing Campaigns." In The Sustainable Global Marketplace, 366. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10873-5_219.

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De Vries, Eline L. E., and Lola C. Duque. "The Impact of Firm Size and Gratitude on the Effectiveness of Cause Marketing Campaigns: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 841–42. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_226.

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Blattberg, Robert C., Byung-Do Kim, and Scott A. Neslin. "Multiple Campaign Management." In Database Marketing, 743–80. New York, NY: Springer New York, 2008. http://dx.doi.org/10.1007/978-0-387-72579-6_28.

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Eagle, Lynne, Barbara Czarnecka, Stephan Dahl, and Jenny Lloyd. "Integrated campaign development." In Marketing Communications, 240–54. Second edition. | Abingdon, Oxon; New York, NY: Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9781003089292-12.

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Conference papers on the topic "Effectiveness of marketing campaign"

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Roitman, Haggai, Gilad Barkai, David Konopnicki, and Aya Soffer. "Measuring the effectiveness of multi-channel marketing campaigns using online chatter." In the 23rd International Conference. New York, New York, USA: ACM Press, 2014. http://dx.doi.org/10.1145/2567948.2577027.

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Montealegre, Laura-Elisa, Ellen J. Bass, Susan E. Bruce, and Holly A. Foster. "Cavman, wonder woman, or too drunk to tell: An evaluation of the effectiveness of a Halloween social norms marketing campaign." In 2011 Systems and Information Engineering Design Symposium (SIEDS). IEEE, 2011. http://dx.doi.org/10.1109/sieds.2011.5876846.

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Mitrović, Ksenija, Anja Jakšić, and Jelena Spajić. "The analysis of graphic design platforms used in social media marketing." In 10th International Symposium on Graphic Engineering and Design. University of Novi Sad, Faculty of technical sciences, Department of graphic engineering and design,, 2020. http://dx.doi.org/10.24867/grid-2020-p74.

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Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial part of a content strategy. This paper focuses on the importance of effective visual content for social media and the usage of different tools that can facilitate and improve its creation. Social media users interact with visual content. In order to achieve higher engagement, social media posts are enriched with compelling visuals. Social media have become a real field for competition in terms of creating competitive content and attracting more users’ attention. The aim of this paper is to analyze the effectiveness of online graphic design tools that are used for creating visual content adapted to the requirements of communication on social networks. Given the importance of visuals in social media marketing, an abundance of tools are created with different features in order to support content design. These online platforms offer complete customization options, a wide range of different editing tools and templates and diverse functionalities. Visual content, through social media platforms, boosts user awareness of existing brands and makes it easier for users to associate with the organization. Through a relevant literature review in the field of social media marketing, the importance of visual elements and graphic design in online marketing communication is emphasized. In addition, this paper provides a comparative analysis of the most commonly used online tools and platforms that provide graphic design solutions and increase the effectiveness of online marketing campaigns.
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Šakinytė, Dainora, Rasa Markšaitytė, Laura Šeibokaitė, Auksė Endriulaitienė, and Justina Slavinskienė. "THE EFFECTIVENESS OF SOCIAL ADS TARGETING DRUNK DRIVING." In International Psychological Applications Conference and Trends. inScience Press, 2021. http://dx.doi.org/10.36315/2021inpact069.

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"Social advertisements with threat appeals are widely used to reduce drunk driving. However, research on the effectiveness of such advertising is limited. This study aimed to evaluate, what emotions cause threat appeal ads targeting drunk driving and whether these ads change risky driving attitudes. 41 students (17.1 percent males; mean age 20.9 years; 53.7 percent had a driving license) voluntarily participated in the experimental study. Every participant was randomly assigned to one of three groups: two experimental (watched one of two TV ads with threat appeals) or control group (watched car wash ad with no threatening stimuli). After watching one of three ads, all participants were asked to evaluate seven emotions and to fill in Driving Attitude Questionnaire (DAQ). Results revealed that both road safety threat appeal ads targeting drunk driving did not arouse any stronger fear emotions or differences in driving attitudes compared to control group. Both experimental groups didn’t differ in emotions or attitudes as well. No difference in emotions and attitudes was found when comparing the reaction of participants who have seen the specific ad before the experiment and those who haven’t. The fact of being a licensed driver was also not related to the level of reported emotions or attitude differences in both experimental groups. The study results reveal that the possible effectiveness of threat appeal ads from ongoing social marketing campaigns on reducing drunk driving is questionable and further studies are needed."
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Belfo, Fernando Paulo. "Method for Marketing Campaign Development Through Database Marketing." In 2019 14th Iberian Conference on Information Systems and Technologies (CISTI). IEEE, 2019. http://dx.doi.org/10.23919/cisti.2019.8760892.

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Gryllos, Prokopios, Christos Makris, and Pantelis Vikatos. "Marketing campaign targeting using bridge extraction." In SAC 2017: Symposium on Applied Computing. New York, NY, USA: ACM, 2017. http://dx.doi.org/10.1145/3019612.3019814.

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Prasljivic, A., and A. Ramic. "Targeted multichannel marketing campaign in Telecommunications." In 2019 42nd International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO). IEEE, 2019. http://dx.doi.org/10.23919/mipro.2019.8756922.

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Du, Fan, Sana Malik, Eunyee Koh, and Georgios Theocharous. "Interactive Campaign Planning for Marketing Analysts." In CHI '18: CHI Conference on Human Factors in Computing Systems. New York, NY, USA: ACM, 2018. http://dx.doi.org/10.1145/3170427.3188531.

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Barajas, Joel, Jaimie Kwon, Ram Akella, Aaron Flores, Marius Holtan, and Victor Andrei. "Marketing campaign evaluation in targeted display advertising." In the Sixth International Workshop. New York, New York, USA: ACM Press, 2012. http://dx.doi.org/10.1145/2351356.2351361.

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Yee, Chan Gaik, Mohamad Fazli Abd Aziz, and Siti Suhaily Hasan. "Applying Instant Business Intelligence in Marketing Campaign Automation." In 2010 Second International Conference on Computer Research and Development. IEEE, 2010. http://dx.doi.org/10.1109/iccrd.2010.180.

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Reports on the topic "Effectiveness of marketing campaign"

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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Quinn, Jeffrey R. Leader's Perceptions of TRICARE: A Study of McDonald Army Community Hospital's Marketing Effectiveness. Fort Belvoir, VA: Defense Technical Information Center, May 1997. http://dx.doi.org/10.21236/ada372231.

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Diddi, Sonali, Cammie Hensley, and Karen Hyllegard. Consumer Attitudes towards LGBT Homeless Youth Cause Related Marketing Campaign: Application of Self Schema Theory. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1561.

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Meyers, Beth. The role of cause involvement, attitude toward cause-related marketing and perceived motivations in predicting consumers’ intentions to participate in a CRM campaign. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-948.

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Oden, Rikki. Effectiveness of Focused Water Conservation Messaging in the Clackamas River, OR. Portland State University, 2020. http://dx.doi.org/10.15760/mem.67.

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The Clackamas River in Oregon is a drinking water source for upwards of 300,000 people living in the Portland metro region. This river experiences seasonal low flow during the annual dry season throughout summer and early fall when endangered salmon species return to the river to spawn. This dry season also coincides with the highest period of urban water use. Since precipitation is minimal at this time, water users choose to water their lawns to make up for the lack of rain which contributes to water use tripling during the driest part of the year. To promote local water conservation, the Clackamas River Water Providers (CRWP)—who manage source water protection and public outreach and education around watershed issues, drinking water, and water conservation for the eight water providers on the river—have created a water conservation campaign that they intend to promote each dry season for the next several years. First promoted during the dry season of 2019, the messaging focuses on the flow needs of endangered salmon and asks water users to cease outdoor watering altogether. Through focus group discussion and a survey of water users, this research investigates public perception and opinion of the CRWP’s summer water conservation messaging campaign with the goal of improving the effectiveness of the messaging in future dry seasons.
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Ertanowska, Delfina. MEMES AS A MEANS OF COMMUNICATION AND MANIPULATION. Ivan Franko National University of Lviv, February 2021. http://dx.doi.org/10.30970/vjo.2021.49.11073.

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The article considers memes as a short form of internet statement. Memes was discussed as a successor to the primary interpersonal communication in the form of rock drawings, pictures, pictograms, and hieroglyphs. In addition, the issue of memes as a tool of media and political manipulation has been described. Areas of discussion also include paid trolling and specialized media services to build a modern political campaign through memes. The use of memes as a political marketing tool was discussed.
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Harter, Rachel M., Joseph P. McMichael, Derick S. Brown, Ashley Amaya, Trent D. Buskirk, and David Malarek. Telephone Appends for Address-Based Samples— An Introduction. RTI Press, February 2018. http://dx.doi.org/10.3768/rtipress.2018.op.0050.1802.

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Surveys with samples selected from an address frame derived from US Postal Service sources are often referred to as address-based sampling (ABS) surveys. For an ABS survey that is primarily conducted by mail, web, or face-to-face, sometimes it is helpful to have a telephone number corresponding to the sample addresses for setting appointments or conducting nonresponse follow-up prompts. The usefulness of a telephone contact mode in a mixed mode ABS design depends on both the percentage of addresses for which telephone numbers can be appended (append rate or match rate) and the accuracy of the telephone numbers associated with addresses. Before planning a telephone contact as part of a mixed-mode study, the designer should know the likely effectiveness of the approach. This paper focuses primarily on append rate information, with a discussion of accuracy rates. For a single ABS frame, telephone match rates vary by geography, address type, match vendor, and by landline vs. cell telephone number. Using very large samples of addresses from a total US ABS frame, we estimated state and national telephone append rates from Marketing Systems Group's sources. The append rates are summarized here and interactively at the website http://abs.rti.org/atlas/.
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