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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 MarketingMarketing 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, 2020Cataloged 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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Bamford, Andrew. "The British Army on campaign 1808-1815: Manpower, cohesion, and effectiveness." Thesis, University of Leeds, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.509031.
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Pura, Karolina. "Effectiveness of online marketing tools." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/9813.
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Burnside, Helen C. "Evaluation of Montana's HIV Prevention Social Marketing Campaign a descriptive study /." CONNECT TO THIS TITLE ONLINE, 2006. http://etd.lib.umt.edu/theses/available/etd-12042006-150921/.
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Coleman, Patrick J. "Social norms marketing campaign: a case study of Smithfield High School." Thesis, Boston University, 2012. https://hdl.handle.net/2144/12332.
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Thesis (M.A.)--Boston University
PLEASE NOTE: Boston University Libraries did not receive an Authorization To Manage form for this thesis or dissertation. It is therefore not openly accessible, though it may be available by request. If you are the author or principal advisor of this work and would like to request open access for it, please contact us at open-help@bu.edu. Thank you.From 2006 to 2009, a Social Norms Marketing campaign was initiated and implemented in Smithfield High School by the Student Assistance Counselor. This public health intervention focused on changing student misperceptions of tobacco, marijuana, and alcohol use by their peers. By changing student perceptions, and providing information about the actual use of these substances the Social Norms Marketing campaign intended to change student use behaviors. Smithfield High School students were surveyed every year during the Social Norms Marketing campaign. The results show that the Social Norms Marketing campaign had little to no effect on changing student perceptions or use of tobacco. The campaign strategies did show efficacy in producing changes in student perceptions of marijuana and alcohol. Student perceptions of marijuana use decreased by approximately 10%, and actual student non-use of marijuana increased by 4%. Furthermore, as student perceptions of alcohol use decreased by 15%, actual alcohol use also decreased by approximately 15% from 2006 to 2011.
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Hamm, Rashida Patrice. "Proposed marketing and advertising campaign for the United Negro College Fund." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2866.
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This project seeks to develop a marketing and advertising campaign for the United Negro College Fund (UNCF). The proposed California campaign is designed to reach an underserved target market in the state of California and to increase donations to the UNCF by one million dollars a year.
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Bernátek, Martin. "Data Driven Marketing in Apple and Back to School Campaign 2011." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-82014.
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Out of the campaign analysis the most important contribution is that Data-Driven Marketing makes sense only once it is already part of the marketing plan. So the team preparing the marketing plan defines the goals and sets the proper measurement matrix according to those goals. It enables to adjust the marketing plan to extract more value, watch the execution and do adjustments if necessary and evaluate at the end of the campaign.
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Elsner, Dominik. "A Cost-Effectiveness Analysis of a Hypothetical Dengue Vaccination Campaign in Bolivia." Thesis, Umeå universitet, Nationalekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149625.
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This thesis aims to perform a cost-effectiveness analysis for a hypothetical vaccination campaign against dengue fever in Bolivia, a low-income country with endemic risk of Dengue in the eastern lowlands of the country. A vaccination campaign is evaluated using a societal perspective and accounting for different disease incidence rates. The analysis is based on a Markov model previously used in neighboring Argentina and adapted to the Bolivian context by use of information published in scientific journals and information obtained by personal communication with Bolivian doctors. The vaccination campaign was found likely to be cost-effective when the clinical/suspected case incidence is used. Cost-effectiveness is not given when only the laboratory confirmed case incidence is used. The results are similar for a sensitivity analysis that accounted for differences in costs for treatment or vaccination. A probabilistic analysis yielded a probability of 100% at the three-times GDP per capita threshold of 9,231 US$ for the clinical incidence and correspondingly a 56% probability of cost-effectiveness for the lower incidence measure.
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Andrews, Rick L. "Temporal changes in marketing mix effectiveness." Diss., This resource online, 1992. http://scholar.lib.vt.edu/theses/available/etd-07282008-134759/.
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Popolanský, Jiří. "Marketing internetového obchodu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222688.
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In my master’s thesis I will deal with theme marketing for e-business. In theoretic part I focus on finding useful instruments for marketing subvention. In practical part especially on analysis current situation in concrete company and own project of marketing campaign for the existent e-shop.
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Hanulay, Juraj. "Politický marketing 2010." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74094.
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Thesis: "Political marketing used in NC elections 2010" deals with the proximity of political marketing from two perspectives and the theoretical and practical. The theoretical part is clarified the concept of political marketing and its role in electoral campaigns, in brief are approximated social networks which are commonplace in political marketing. The practical part of which approximates the pre-election situation in Slovakia, the application of political marketing in the parliamentary elections in 2010 in the Slovak Republic, the election results for the subsequent assessment of the effectiveness of parties in the use of marketing resources.
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Simion, Alina. "The effectiveness of online sponsorship." Thesis, Université de Lorraine, 2018. http://www.theses.fr/2018LORR0315.
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Cette thèse a comme objectif d’analyser l’efficacité du parrainage en ligne, dans le cadre de la communication de l’entreprise. La revue de la littérature comprend deux parties : les caractéristiques de base du parrainage en ligne (chapitre I) et le traitement du parrainage en ligne et ses effets (chapitre II). Le chapitre I présente une analyse des principes de base du concept de parrainage et des communautés en ligne, ainsi que leur impact sur les consommateurs. La section I.2 est consacrée à notre sujet de recherche, le parrainage en ligne. Nous présentons l'état de l'art, définissons et classons le parrainage en ligne et soulignons les principales différences entre le parrainage traditionnel et en ligne et entre le parrainage en ligne et la publicité en ligne. Une synthèse des premières études préliminaires est également discutée.Le chapitre II est consacré au traitement et aux effets du parrainage en ligne ainsi qu’au développement du modèle de recherche. Ce chapitre comprend une analyse de trois cadres théoriques différents et détaille le raisonnement qui nous a amenés à développer le cadre intégratif du parrainage en ligne. Les principales hypothèses de recherche sont émises et le modèle de recherche est développé. Nous résumons la méthodologie de recherche, les résultats et les implications, ainsi que les limites et les orientations futures de recherche.Le chapitre III détaille notre approche et présente des arguments pour la phase expérimentale. La section III.3 présente l'opérationnalisation des variables et la section III.4 les résultats des tests préalables, les variables manipulées et les groupes d'échantillonnage. Le chapitre IV résume l'analyse des données et les résultats. Nous rappelons les variables incluses dans le modèle et déterminons le profil sociodémographique de l'échantillon. La section IV.4 précise les résultats de l'évaluation de la normalité et de l'analyse univariée pour les variables considérées. La validation du modèle définit les méthodes utilisées pour l'analyse des données, la portée de la recherche, la validation des échelles de mesure (modèle externe), ainsi que les relations structurelles et les tests d'hypothèses. Les paramètres de qualité du modèle final sont analysés pour évaluer la fiabilité du modèle. Enfin, les résultats de l'analyse multi-groupe, les conclusions et implications, les limites et les axes de recherche futurs sont exposésThe aim of this thesis is to analyze the effectiveness of online sponsorship, as part of the company’s communication mix. The literature review consists of two parts: basic characteristics of online sponsorship (chapter I), and processing of online sponsorship and effects (chapter II). In chapter I, we conduct an analysis of the fundamentals of the sponsorship concept and the Internet and online communities, and how they have impacted consumers. Section I.2 is dedicated to our main object of research, online sponsorship. In this part, we present the state of the art, define and classify online sponsorship, and we underline the main differences between the traditional and online sponsorship and between online sponsorship and online advertising. A synthesis of the first preliminary studies is also discussed. Chapter II focuses on online sponsorship processing and effects and the development of the research model. The chapter comprises an analysis of three different theoretical frameworks and details the reasoning which led us to develop the integrative framework for online sponsorship. Sponsorship outcomes, processing context and impact factors are analyzed. Within section II.2 the main research hypotheses are emitted and the research model is developed in section II.3. We summarize the research methodology, the results and implications, along with the limitations and future research directions of the current research. Chapter III details our research approach and arguments for the selected online sponsorship format to be studied further in the experimental phase. Section III.3 presents the variables' operationalization and section III.4 the experiment's pre-tests results, the final experiment conditions and sampling groups. Chapter IV describes the data analysis and results. We recall the variables included in the model and present the socio-demographic profile of the sample. Section IV.4 details the normality assessment and univariate analysis results for the considered variables. The validation of the model details the methods used for the data analysis, the scope of the research, the validation of the measurement scales (outer model), and the structural relationships and hypotheses' tests are also discussed. The final model quality parameters are assessed to evaluate the reliability of the model. Finally, the results of the multi-group analysis, the conclusions and implications, the limitations and future research directions are exposed
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Kriegler, Bettina Anna. "The Inland Empire/Riverside County Philharmonic: A promotional campaign to increase attendance." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2423.
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This project includes a promotional campaign for the Inland Empire / Riverside County Philharmonic as well as the preliminary market analysis for the campaign. The market targeted was well-educated twenty to forty year olds in Riverside, Temecula and Corona.
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Spiekermann, Sarah, Matthias Rothensee, and Michael Klafft. "Street Marketing: How Proximity and Context drive Coupon Redemption." Emerald, 2011. http://dx.doi.org/10.1108/07363761111143178.
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Purpose - In 2009, U.S. coupons set a new record of 367 billion coupons distributed. Yet,
while coupon distribution is on the rise, redemption rates remain below 1%. This article
shows how recognizing context variables, such as proximity, weather, part of town and
financial incentives interplay to determine a coupon campaigns' success.
Design/methodology/approach - The paper reports an empirical study conducted in cooperation
with a restaurant chain: 9.880 Subway coupons were distributed under different
experimental context conditions. Redemption behavior was analyzed with the help of logistic
regressions.
Findings - We found that even though proximity drives coupon redemption, city center
campaigns seem to be much more sensitive to distance than suburban areas. The further away
the distribution place from the restaurant the less does the amount of monetary incentive
determine the motivation to redeem.
Practical implications - When designing a coupon campaign for a company, coupon
distribution should not follow a 'one-is-good-for-all-strategy' even for one marketer within
one product category. Instead each coupon strategy should carefully consider contextual
influence.
Originality - This article is the first to our knowledge that systematically investigates the
impact of context variables on coupon redemption. We focus on context variables that
electronic marketing channels will be able to easily incorporate into personalized mobile
marketing campaigns.
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Bengtsson, Emma. "Den stressade småbarnsföräldern : en utvärdering av marknadsföringskampanjen "Småbarnsföräldern" på ett folkbibliotek." Thesis, Linnéuniversitetet, Institutionen för kulturvetenskaper, KV, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19849.
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This bachelor thesis is a study and an evaluation of the planning and implementation of the targeted marketing campaign "Småbarnsföräldern" at a public library. The analysis is based on the following questions: What goals does the library have with the marketing campaign "Småbarnsföräldern"? How has the library chosen to plan and implement the marketing campaign "Småbarnsföräldern" and what role have the users had in this process? What is the internal result of the library’s marketing campaign – how did the staff experience the marketing campaign "Småbarnsföräldern"? What is the external result – how did the target group, the parents of young children, experience the marketing campaign "Småbarnsföräldern"? The method is based on a case study of a single library with a series of interviews and document analysis. The study reveals that it´s difficult to plan a marketing campaign against a target group. The target group, the parents of young children, didn’t observe the marketing campaign, two informants had noticed the poster but didn’t pay much attention to it. No informant indicated that the campaign had prompted them to change their way of using the library. Lack of time is one reason.
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Berdine, Alexis A. "Click for the Campus Store: Development of an Online Public Relations Campaign for the AU Campus Store." Ashland University Honors Theses / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=auhonors1431338897.
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Zachová, Hana. "Czech SMEs and the Effectiveness of their PPC Advertising." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-262146.
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This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently widely used last-click attribution model that is not able to attribute the fair value of the different channels on the consumer journey to purchase. The primary research conducted in the form of qualitative research through in-depth interviews brings insights into the current practices of selected representatives of Czech SME sector as well as the digital agencies on the matter of measuring the success of online marketing and the attribution modeling. Derived findings give a picture at what stage of development the measurement and attribution of PPC currently is in the Czech SME market.
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Satokangas, S. (Saara). "Effectiveness of mobile in-game banner advertising." Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201302281063.
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The aim of this research is to find out the effectiveness of banner advertising in mobile games. The matter has been approached by examining the attitudes consumers have towards mobile in-game banner advertising (IGBA) and the intention they have to click on these advertisements. The existing literature considering banner advertising, mobile advertising and in-game advertising is gone through rather extensively and based on it, a theoretical framework was formed and later on tested with empirical data. The empirical part of this study is conducted by using primarily quantitative methods but also some qualitative methods were employed in the initial phases of the research. As this research was done simultaneously with another researcher on the same topics, access to some of her interview transcripts were gained. These interviews were used as a pre-test before studying the matters in a larger scale with quantitative methods and they also helped in forming the survey questionnaire. However, as the interviews were conducted for different purposes, only what comes out of the quantitative study, are reported as findings of this research. The results of the study show that banner advertising, as it currently exists in mobile games, does not have a positive effect on gamers. On the contrary, gamers have fairly negative or negligent attitudes towards advertising in mobile games. Entertainment offered by the advertisement, as well as its information value, are important determinants of attitudes but gamers do not feel that IGBA succeeds in either category. In addition, due to the rather disconnected nature of banners, they are many times on the way of playing and get clicked accidentally which causes irritation in gamers. The cost of the game also affects significantly to the acceptance of advertising in mobile games. The cheaper the game, the more tolerant players are for advertising in it and vice versa. The same applies to the level of involvement that the game requires. If the game requires deep concentration, an appearing banner advertisement is perceived considerably more irritating and inappropriate, as it harms the game play severely. The correlation between attitudes and intentions is significant and thus it is important to pay attention to the factors that contribute to the overall attitude towards IGBA. One of the most promising findings in this study considering advertising effectiveness links to incentives offered via IGBA. Offering incentives based on the progress made in the game, for instance in the form of discounts and free trials, has a strong positive effect on the intention to click on IGBA. These kinds of incentives players would like to choose themselves from different options and preferably redeem them in a physical store. Basing the incentives on the player’s specific playing location got rather strongly divided interest, which yields for careful targeting and consideration if this advertising format is to be used. The results of this study need to be taken in light of some limitations. Firstly, the empirical research was conducted on a convenience sample of Finnish mobile players, which limits the possibility to generalize the results. Also as earlier research in this area is very scarce, the model presented acts only as a start for mobile IGA effectiveness research. It is likely that not all the factors affecting attitudes towards mobile IGBA are represented in the model. Thus the presented model could be further developed in future researchTämän tutkimuksen tavoitteena on määrittää mobiilipeleissä esiintyvän bannerimainonnan tehokkuutta. Aihetta lähestytään tutkimalla mobiilipelaajien asenteita bannerimainontaa kohtaan, sekä heidän aikomustaan klikata kyseisiä mainoksia. Aluksi käydään laajasti läpi aiempaa kirjallisuutta bannerimainonnasta, mobiilimainonnasta sekä pelien sisäisestä mainonnasta. Tämän pohjalta muodostetaan teoreettinen viitekehys, jota myöhemmin testataan empiirisen datan avulla. Empiirinen osio on suoritettu pääasiallisesti kvantitatiivisia metodeja hyödyntäen, mutta tutkimus sisältää myös lyhyen laadullisen osion. Laadullisen osion aineisto koostuu toisen tutkijan haastatteluaineistosta. Tätä haastatteluaineistoa käytettiin esitestinä, ennen asenteiden ja aikomusten tarkastelua laajemmalla kyselytutkimuksella kvantitatiivisin menetelmin. Haastatteluaineisto myös auttoi kyselylomakkeen kysymysten muotoilussa. Haastattelut suoritettiin eri tarkoitusta varten, minkä vuoksi ainoastaan kyselyn tuloksia käytetään raportoitaessa tämän tutkimuksen johtopäätöksiä. Tutkimuksen tulokset osoittavat, että peleissä hyödynnettävällä bannerimainonnalla ei ole kovinkaan positiivisia vaikutuksia pelaajiin. Päinvastoin, pelaajien asenne bannereita kohtaan on yleisesti melko negatiivinen tai välinpitämätön. Mainosten tarjoama viihdearvo sekä informatiivisuus ovat olennaisia asenteiden muodostumisen kannalta, mutta bannerit eivät onnistu tyydyttävästi kummassakaan kategoriassa. Lisäksi, bannerit ovat usein irrallisia peliympäristöön nähden, minkä vuoksi ne ovat helposti pelaamisen tiellä ja niitä klikataan vahingossa. Tämä puolestaan ärsyttää pelaajia. Näiden tekijöiden lisäksi pelin hinnalla on olennainen vaikutus asenteisiin mainontaa kohtaan. Mitä halvempi peli on, sitä hyväksyttävämpää mainostaminen on pelaajien silmissä. Myös pelin vaatimalla keskittymisen tasolla on vaikutusta pelaajien asenteisiin. Peleissä, jotka vaativat pelaajalta syvempää keskittymistä ja enemmän huomiota, mainokset koetaan huomattavasti negatiivisemmin, sillä ne haittaavat pelikokemusta. Asenteiden ja aikomusten välillä on merkittävä positiivinen korrelaatio, minkä vuoksi on syytä kiinnittää huomiota pelaajien asenteisiin vaikuttaviin tekijöihin. Yksi tutkimuksen lupaavimmista tuloksista liittyy tarjouksiin tai etuihin, joita bannereissa voidaan tarjota. Systeemi, jossa pelaajaa voisi saavuttaa palkintoja, kuten alennuskuponkeja tai tuotenäytteitä pelisaavutustensa perusteella, lisäisi pelaajien aikomusta klikata bannereita huomattavasti. Pelaajat ovat kiinnostuneita itse valitsemaan saavuttamansa edun muutamista vaihtoehdoista ja suosisivat fyysistä myymälää edun lunastamisessa ennemmin kuin verkko- tai mobiilikauppaa. Kiinnostus etujen kohdentamiseen pelaajan paikkatiedon perusteella saa vaihtelevan kannatuksen, minkä vuoksi harkintaa on syytä noudattaa, mikäli kyseistä mainonnan muotoa aiotaan hyödyntää. Tämän tutkimuksen tuloksia tarkastellessa on syytä ottaa huomioon eräitä rajoituksia. Ensinnäkin, empiirinen osio on suoritettu mukavuusotannalla kerätystä otoksesta saatuun dataan perustuen ja otos koostuu ainoastaan suomalaisista pelaajista. Nämä seikat rajoittavat tulosten yleistettävyyttä. Toiseksi, koska aiempi tutkimus aiheesta on hyvin niukkaa, esitetty malli on vasta alkua tutkimukselle mobiilipelimainonnan tehokkuudesta, eikä esimerkiksi todennäköisesti käsitä kaikkia asenteisiin vaikuttavia tekijöitä. Tämä kuitenkin tarjoaa pohjan tulevaisuuden tutkimukselle, joka voi jatkaa esimerkiksi kehittämällä esitettyä mallia eteenpäin
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Ström, Rickard, Richard Backteman, and Temuulen Batmunkh. "CSR - A marketing tool? : A case study of ICA's and Lindex's Pink Ribbon campaign." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-11830.
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Purpose: The purpose of this thesis is to investigate how a CSR strategy can be used as a marketing tool by analyzing ICA‘s and Lindex‘s marketing approach within the Pink Ribbon campaign.
Background: The concept of CSR has become more and more common in business practices and customers today almost expect companies to be socially responsible. Even though CSR is very important for companies, it has historically not been a very lucrative approach for them to involve in these activities. However there are ways of combining the social responsibility with earning profits. The concept of CRM is a very effective tool for earning a profit while at the same time being socially responsible. In Sweden one of the biggest and most well known CSR activities is the Pink Ribbon campaign. Could this campaign be utilized to market a company and how would this then be done?
Method: The research approach for the thesis was that of a multiple case study with qualitative data collection concerning the Pink Ribbon campaign. To put the campaign into perspective two companies were chosen and they were investigated in terms of their marketing approach and CSR approach. The empirical findings consisted of a number of interviews with managers at different levels within the companies ICA and Lindex.
Conclusion: Our findings suggest that CSR within the context of the Pink Ribbon campaign works well as a marketing tool. The companies have utilized the campaign to gain a better reputation as well as getting a boost in sales because of it. This is in essence what marketing is all about and by using CSR in the form of CRM you also involve the customers in the process.
Syfte: Syftet med den här uppsatsen är att undersöka hur en CSR strategi kan användas som ett marknadsföringsmedel genom att analysera ICA‘s och Lindex tillvägagångssätt under Rosa Bandet kampanjen
Bakgrund: CSR som koncept har blivit mer och mer vanligt bland företag och kunder idag förväntar sig att företagen ska ta socialt ansvar. Även om CSR är viktigt för företag så har det historiskt sett inte varit någon lukrativ verksamhet att syssla med dessa frågor. Det finns dock sätt som kombinerar lönsamhet och socialt ansvar. CRM är ett exempel på ett medel som leder till lönsamhet samtidigt som företaget tar socialt ansvar. I Sverige så är Rosa Bandet kampanjen en av de största och mest igenkända CSR aktivitet som företag tar del i. Kan denna aktivitet användas till att marknadsföra företaget och hur ska detta i så fall ske?
Metod: Vår undersökningsmetodik har bestått av en multipel fall studie med kvalitativ data angående Rosa Bandet kampanjen. För att sätta kampanjen i ett perspektiv så valde vi ut två företag och undersökte deras tillvägagångssätt med marknadsföring och CSR. Vår empiri bestod av ett antal intervjuer med managers på olika nivåer inom ICA och Lindex.
Slutsats: Vår empiri visar att CSR i sammanhanget av Rosa Bandet kampanjen funkar bra som marknadsföringsmedel. Företagen har använt kampanjen både till att förbättra deras anseende samt för att förbättra deras försäljning. Detta är i princip vad marknadsföring handlar om och genom att använda CSR i formen av CRM så involveras även kunderna i processen.
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MIchaelsen, Abigail. "Brand Obama: How Barack Obama Revolutionized Political Campaign Marketing in the 2008 Presidential Election." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/990.
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In 2008, President Barack Obama was named Advertising Age’s marketer of the year, the first time a politician won such an award. While presidential candidates have always employed marketing tactics in order to communicate their platform and persuade voters to support them, candidate Obama’s marketing campaign completely revolutionized the field. Through an innovative marketing strategy, candidate Barack Obama transformed himself from a mere political unknown in 2004 to a worldwide sensation by the time the general election started in 2008. His calls for “hope and change” and “post-partisanship” captured the hearts of Americans frustrated with failed Bush policy and constant gridlock in Washington. His inspirational speeches and words inspired a nation ready for a fresh and modern leader prepared to tackle twenty-first century problems. And, his innovative use of online and social media tools allowed millions of supporters to easily get involved in the campaign, igniting a movement never seen before in American elections. This paper analyzes how Barack Obama transformed political campaign marketing, utilizing both traditional and new ways to communicate and engage with the masses. This is accomplished by first illustrating a general framework for political marketing. Then, I examine the history of political campaign marketing, with a special emphasis on how technology has transformed the field over time. Lastly, I analyze how online and social media tools helped Obama win the election and how the internet has transformed the nature of political elections.
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Palmberg, Allison. "Use and Perspectives of a Social Marketing Campaign to Improve Fruit and Vegetable Intake." VCU Scholars Compass, 2015. http://scholarscompass.vcu.edu/etd/3881.
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The current study evaluated the development and acceptability of a social marketing campaign to improve emerging adults’ fruit and vegetable (FV) intake. A social marketing campaign was developed through focus groups with 24 college students. Materials were implemented in two dining locations at Virginia Commonwealth University. Sales of carrots, apples, and chips were collected in three phases: baseline, implementation of the campaign, and washout. In addition, surveys were collected from 303 diners across all phases and locations. Results indicated an increase in carrot sales, decrease in sales of chips sold with a meal, and mixed findings regarding sales of apples and chips sold alone. Intercept surveys indicated the marketing materials were perceived positively, and clearly understood. Statistical analysis of self-report measures revealed that perceptions of one’s health status and autonomy were associated with fruit and vegetable (FV) intake and overall nutrition knowledge. The implementation of a social marketing campaign to encourage FV intake appeared to influence sales of both healthy and non-healthy food items. It is vital for future campaigns and policies to highlight autonomy for health behavior decision-making.
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Ulloa, Juan K. "Effectiveness of Naval Surface Fire Support to the Army Brigade Commander in a Littoral Campaign." Thesis, Monterey, Calif. : Springfield, Va. : Naval Postgraduate School ; Available from National Technical Information Service, 2001. http://handle.dtic.mil/100.2/ADA392120.
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Dharmappa, Sunil [Verfasser]. "Study of the Effectiveness of Online Marketing on Integrated Marketing Communication / Sunil Dharmappa." München : GRIN Verlag, 2018. http://d-nb.info/1176812351/34.
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Bingham, Catri Deborah. "Marketing and marketing effectiveness perceptions of Ohio vocational education planning district (VEPD) superintendents /." The Ohio State University, 1992. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487841548270343.
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Olivera, Luis. "El marketing en la política." Conexión, 2016. http://repositorio.pucp.edu.pe/index/handle/123456789/114674.
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Political marketing is a tool for doing politics. As a medium, it cannot distort the sense of purpose, politics and government. The article highlights the importance of the process of govern and locates the election process as a means to such end.El marketing político es una herramienta para hacer política, es un medio. Como todo medio, no puede desvirtuar el sentido del fin, la política, el poder, el gobierno. El artículo subraya la importancia de gobernar y ubica las elecciones como un medio para tal fin. El marketing político integral implica incorporar la herramienta en el conjunto de la acción política.
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Bubela, Oleksandra. "Marketing Tools: Development and Implementation in Social Media." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-191762.
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The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.
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Khramkova, Yevheniya. "Mezinárodní marketingová komunikace v kampaních společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-75863.
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Thesis is dealing with theoretical description of effective marketing communication and some its components. Practical part of the thesis is focused on the description of marketing campaign of the company SEAL Communication s.r.o. The result of the work is suggestion of marketing campaign for foreign markets of the firm. Moreover, the simulation of its realisation is also a part of the work.
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Rakár, Peter. "Návrh a implementácia ukazateľov pre campaign management v oblasti telekomunikácií." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114297.
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Diploma thesis is focused on the evaluation of marketing campaigns which are realized in the environment of telecommunication companies. The thesis' main goal is the identification, analysis and design of metrics and dimensions which can be used for evaluation of marketing campaigns benefits, and which can provide feedback in the process of new campaign definition. The solution offered in the thesis provides a tool for more effective and more reliable analysis of marketing campaigns. The analysis of the current evaluation process and a suggestion of the process modification is also part of the proposed solution. The first part of thesis explains the relation between marketing, marketing campaigns and process of campaigns evaluation. The theoretical knowledge necessary in campaign evaluation is examined. The next chapter is focused on the characteristics of the telecommunication company which affect the way how campaigns are evaluated. The introduction of the thesis' practical part identifies the metrics actually used, where the knowledge of employees is imposed. Metrics are analyzed in the third chapter. The output of the analysis is used to design an automatized solution which generates the OLAP cube and reports for campaign evaluation. The functionality and suitability of the solution is verified by the implementation of a pilot solution with an example of reports on model campaign. The thesis' last part is supplemented with an analysis of the current evaluation process in the given telecommunication company, and suggestion of process modifications, there where the designed solution is utilized.
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Rusková, Ivana. "Internetový marketing pro značku Vichy." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85896.
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The aim of the Master's Thesis is on the basis of the analysis used to identify the weaknesses of the Internet marketing tools of the Vichy brand with focusing on the brand Normaderm and to make recommendations in terms of future campaigns. The first part begins with general information about the brand Vichy and the brand Normaderm. The second part describes the various tools that the Vichy brand uses, followed by detailed analysis of tools utilized in two marketing campaigns for the Normaderm brand. Marketing tools are evaluated from the perspective of an ordinary user and from the perspective of marketer. In the thesis there are used data extracted from internal advertising and measuring systems of L'Oreal. The final part of the work discusses the current state of the Internet marketing of the brands Vichy and Normaderm and formulates recommendations for the future.
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Krejčíková, Kristýna. "Možnosti uplatnění marketingu v politice." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76291.
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The thesis deals with a form of modern marketing with respect to its application in a political environment. Thesis deals with the specifics of marketing in politics and issues are approached in the evolution of marketing campaigns around the last sixty years. The theoretical part also deals with the strategy of creating campaign. Political parties are classified by level of use of marketing instruments in their election campaigns, using a method of well-known political marketing expert - J. Lees-Marshment. The practical part is an analysis of selected marketing campaigns of Czech political parties according to the parameters described in the theoretical part. Based on the results of the analysis was drawn up a list of recommendations to create a campaign of a hypothetical political party.
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Blomström, Richard, Emilia Lind, and Frida Persson. "Triggering Factors for Word-of-Mouth : A case ctudy of Tipp-Ex's viral marketing campaign." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, ESOL (Entrepreneurship, Strategy, Organization, Leadership), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18179.
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Purpose: The aim of this Bachelor Thesis is to explore what makes an interactive viral marketing campaign effective in terms of Word-of-Mouth. Background: With the growth of Internet, a new force of marketing has developed where the consumer is more involved in the marketing process. This thesis studies the underlying emotions and motivations of consumer incentives to engage in positive Word-of-Mouth, regarding an interactive viral marketing campaign. Method: In order to fulfil the purpose of this study a case study is performed. An inductive approach is followed and qualitative research in the form of a netnography and interviews are used to collect the empirical material that is required in order to answer the given research questions. The netnography was performed on Facebook and ten respondents from the netnographical study were invited to participate in interviews. Conclusion: Based on the frame of reference, a strong relationship was expected between certain emotions and the willingness to share or discuss Tipp-ex’s campaign. However, the results indicate that other variables such as Comprehension and Personalisation might have a greater effect on Word-of-Mouth incentives. Regarding motivations, Message- involvement was found to be the motivation that triggers a consumer to engage in Word-of-Mouth.
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Wring, Dominic James. "Political marketing and the Labour Party : the relationship between campaign strategy and intra-organisational power." Thesis, University of Cambridge, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.368298.
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com, alewandowska@hotmail, and Aleksandra Lewandowska. "Shelter in the Storm:Business Turmoil and Marketing Strategy Effectiveness." Murdoch University, 2004. http://wwwlib.murdoch.edu.au/adt/browse/view/adt-MU20061020.95514.
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Numerous studies have shown a positive association between the marketing concept and performance, however, it is not clear to what degree this relationship is moderated by the business environment. It is also uncertain which dimensions of the Narver and Slater (1990) measure of market orientation explain the relationship. Research conducted in four countries (Australia, China, Singapore and the Netherlands) of 217 companies found a strong association between market orientated strategies and company performance. Further, results of the research suggest that a customer orientated strategy may be a more appropriate strategy for a company to pursue when operating in a disturbed reactive or a turbulent business environment. The societal marketing concept, was found to be positively associated with company performance, and used as a 'pre-emptive' strategy by firms operating in a placid clustered environment. It would thus seem that a customer orientated strategy is more important in very turbulent environments, such as those after September 11th, 2001, than first thought.
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Gabriel, Aubrey Benedict. "Measuring the effectiveness of generic advertising- an analysis of the sugar generic marketing campaign." 2007. http://hdl.handle.net/10500/98.
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This study will focus on the South African sugar generic marketing campaign and compare this initiative with other generic food commodity marketing campaigns with the objective of identifying appropriate methodologies for measuring generic marketing campaign effectivenessThe purpose of the study is to determine if consumer attitude towards sugar is an indicator of sugar consumption behaviour. Attitudinal statements were developed using the results of a segmentation study, which classified sugar consumers into six segments. These statements, which were characteristic of consumer attitudes towards sugar, were included in a national survey of 2 516 respondents to test sugar consumption behaviour relative to consumer attitudes. Conventional statistical methods were applied to analyse the sugar consumption behaviour of respondents within the six attitudinal segments. It was found that there is a direct relationship between consumer attitudes towards sugar and sugar consumption behaviour. Consumers with a positive predisposition towards sugar were found to consume significantly more sugar than those in negatively predisposed segments. According to attitude theory, which suggests that attitude can be influenced and changed, the study concludes that generic advertising is an appropriate communication tool to influence and change the attitudes of negatively predisposed sugar users in order to improve sugar consumption. Furthermore the segmentation based on attitudes provides a method for measuring the success of advertising initiatives by monitoring the movement of consumers between positive and negative segments.
Graduate School of Business Leadership
MBL
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Braga, Carolina Félix Machado Vieira. "How to increase reach efficiency and effectiveness of Meo's digital marketing campaigns: increase of campaign attractiveness and taking advantage of online trends." Master's thesis, 2016. http://hdl.handle.net/10362/17183.
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Field lab: Business projectThis document is based on a master’s thesis work project conducted by Nova SBE students to help the leading Portuguese telecom provider MEO increase its digital campaign’s attractiveness and to take better advantage of the new online trends. Recommendations are given based on primary research in the form of a focus group and a survey questionnaire launched online. Subjects such as digital marketing channels, high-impact digital advertisement formats, campaign content and the emergence of new online trends are developed in order to achieve interesting findings regarding overall campaigns’ attractiveness.
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Sousa, Maria Rodrigues de Andrade e. "The impact of cause familiarity and religious beliefs on the effectiveness of a cause-related marketing campaign." Master's thesis, 2018. http://hdl.handle.net/10400.14/27004.
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The present dissertation studies the impact of cause familiarity and religious beliefs on consumers' branded product evaluations of a Cause-Related Marketing (CRM) campaign. More specifically, an experimental study was conducted to examine how low and high cause familiarity levels impact branded product evaluations and how consumers’ religious beliefs moderate this relationship, on: willingness to pay (WTP), likelihood of purchasing the product, likelihood of purchasing the brand, and consumer perceived ethicality (CPE), for a food and a non-food product. Results show that consumers' branded product evaluations are higher when a CRM campaign uses a high familiar cause, specifically on consumers' likelihood of purchasing the product, likelihood of purchasing the brand and ethical perceptions about the cause. Indeed religious beliefs seem to moderate this relationship showing that individuals with higher religious motivations have higher likelihood of purchasing a product used in a campaign when accounting for the products' usage frequency (covariate). Interestingly, increases in purchasing behaviors are accentuated by a mediation effect obtained from consumers' ethicality perceptions about the cause involved.A presente dissertação estuda o impacto da familiaridade com a causa e o impacto das crenças religiosas em campanhas de Marketing Relacionado a Causas (MRC). Foi realizado um estudo experimental para investigar como a baixa e a alta familiaridade com a causa afetam avaliações acerca de produtos da marca e se crenças religiosas moderam esta relação na disposição do consumidor em pagar (WTP), probabilidade de compra do produto, probabilidade de compra da marca e perceções éticas do consumidor acerca da causa, usando um produto alimentar e um produto não-alimentar. Os resultados mostram que para os consumidores a probabilidade de compra do produto, a probabilidade de compra da marca e as perceções éticas acerca da causa são mais elevadas para campanhas que utilizam causas mais familiares. Para além disso, as crenças religiosas em termos de motivações religiosas moderam esta relação, mostrando que indivíduos com maiores motivações religiosas têm maior probabilidade em comprar o produto usado na campanha, tendo em conta a frequência de uso dos mesmos produtos (covariável). Curiosamente, aumentos nos comportamentos de compra são acentuados por um efeito de mediação obtido pela perceção ética dos consumidores sobre a causa envolvida.
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HUANG, YIN-HAO, and 黃銀晧. "Exploring the marketing effectiveness of emerging company on university campus competition- a case study of Uplan campus campaign." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/tk5zyt.
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碩士開南大學
商學院碩士班
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Tourism industry has faced a new wave of recession mainly because of the sharp drop of mainland tourists. Despite the shutdown of some travel agonies recently, the number of travel agencies in Taiwan appears an increasing trend according to the statistics of Tourism Bureau of the Ministry of Transportation and Communication. Both the environmental and industrial factors have led the tourism industry into a more competitive situation. However, an emerging travel agency focus on a niche market of free and independent travel and exerts campaign event around university campus. The author develops a research model to examine the effects of this marketing event (i.e., campus campaign) on brand equity and subsequent product purchase intention by integrating some renown marketing theories, including event marketing, brand equity, social cognition theory, and relationship marketing. A structural equation modeling (SEM) analysis will be employed to analyze questionnaire data collected from consumers. Results show that outcome expectations, not self-efficacy, positively impacts consumers’ intention to participate campaign; consumers’ perception of firms’ relationship investment and their trust toward the firm positively influence brand equity; and finally, participating intention campus campaign and brand equity influence product purchase intention. The research result is managerially important because it helps firms to understand what marketing efforts should adopt to build up a strong brand equity which can contribute to their market revenues.
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Fraga, Miguel Pinto Tinoco. "How to increase reach efficiency and effectiveness of MEO’s digital marketing campaigns? Measuring the performance of MEO’s digital marketing display campaigns." Master's thesis, 2016. http://hdl.handle.net/10362/17285.
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Field lab: Business projectThis thesis report follows a Work Project (WP) developed at the leading Portuguese telco (MEO) on the topic of performance measurement of digital marketing (DM) display campaigns. The WP ought to solve issues such as lack of coordination, internal misinformation, data fragmentation and lack of return-centricity of MEO’s digital campaigns’ department. In the end, with a key focus on the use of Web Analytics, a concrete process for campaign ROI calculation was developed, as it was an identified gap, along with several complementary recommendations aiming at the optimization of the firm’s digital performance measurement capabilities.
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Mackie, Brent Donalson School of Arts UNSW. "Selling safe smut?? a research project exploring the effectiveness of sexually explicit HIV/AIDS prevention education campaigns in engaging Sydney gay men." 2008. http://handle.unsw.edu.au/1959.4/41461.
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This project critically examines the question Are HIV/AIDS prevention campaigns more effective at engaging gay men if they use colloquial language and sexually explicit imagery? by investigating the impact of sexually explicit campaigns on the Sydney gay community. The project approaches the question in three parts: 1. A review of literature exploring the circumstances in which and for what reasons sexually explicit HIV/AIDS campaigns are produced. 2. An analysis of seven interviews with producers of HIV prevention campaigns exploring how, why, where and for what reasons explicit campaigns are produced. 3. An analysis of eight interviews with homosexually active Sydney men exploring how HIV prevention campaigns are viewed, consumed and understood. The interviews were in-depth, semi-structured and conducted over one hour per interviewee. The findings are dominated by two interrelated and at times conflicting themes. First, that there is a strongly held belief by campaign producers that the most effective HIV prevention campaigns targeting gay men are produced by the community and reflect that community and as a result must at times be sexually explicit. Second, that it is no longer sufficient for HIV prevention campaigns to rely on explicit sex to attract attention. In an environment where visual images, and sexually explicit visual images especially, are becoming more accessible, and media and communication is more prevalent and complex, safe sex campaigns are forced to deliver ever more sophisticated and stimulating creative materials in order to maintain the engagement of gay men. The interviews revealed that both campaign producers and consumers participated in the production of a visual literacy of safe sex campaigns. This literacy was necessary to both effectively produce and comprehend the campaigns. The interviews showed that while HIV prevention campaigns that use sexually explicit language and imagery can be highly effective at engaging gay men, the success of sexually explicit campaigns is contextual that is, dependent on where, to whom and in what circumstances the materials are delivered. The audience??s accumulation of knowledge and cultural experience when viewing the campaigns, in other words their safe sex campaign literacy, significantly influenced their capacity to understand, appreciate and be engaged with sexually explicit HIV prevention campaigns.
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"A Study on advertising effectiveness of a brand product extension strategy for a cigarette brand over a multiple exposure advertising campaign at low product-relevance conditions." Chinese University of Hong Kong, 1992. http://library.cuhk.edu.hk/record=b5895374.
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by Shum, Wing Fai David, Tsang, Leung Lun Lennon.Thesis (M.B.A.)--Chinese University of Hong Kong, 1992.
Includes bibliographical references (leaves 93-94).
ACKNOWLEDGEMENTS --- p.i
ABSTRACT --- p.ii
TABLE OF CONTENT --- p.vi
Chapter
Chapter I. --- INTRODUCTION --- p.1
Advertisement Variation --- p.1
Research Objective and Title --- p.4
Chapter II. --- LITERATURE REVIEW --- p.5
Background of the Ban on Cigarette Television Advertising --- p.5
Situation after Bans in Other Nations --- p.8
Rationale of the Research --- p.9
Chapter III. --- THE RESEARCH HYPOTHESES --- p.11
The Repetition-Variation Hypoptheses and the Elaboration Likelihood Model --- p.11
Research Hypotheses --- p.14
Chapter IV. --- RESEARCH METHODOLOGY --- p.17
Causal Laboratory Experiment --- p.17
Subjects and Design of the Experiment --- p.18
Procedure of the Experiment --- p.20
Non-experimental Independent Variables --- p.21
Experimental Independent Variables ´ؤ´ؤX --- p.22
Dependent Measures -- Oij --- p.23
Consumer Research --- p.24
Questionnaire Design --- p.24
Sample Design --- p.25
Chapter V. --- RESULTS DISCUSSIONS --- p.26
Results Discussions of the Causal Laboratory Experiment --- p.26
Brand Name Recall --- p.26
Overall Attitudes toward the Cigarette Brand --- p.28
Results Discussion of the Consumer Research --- p.31
Brand Awareness of the Cigarette and the Corresponding Extended Product --- p.31
Marlboro Classics --- p.36
Kent Leisure --- p.37
Mild Seven Freedom Holidays --- p.39
Overall Feeling towards the Advertisements --- p.41
Recall of the Brand's Cigarette when Viewing the Advertisement --- p.42
Purchase Intent --- p.43
Chapter VI. --- COMMENTS AND RECOMMENDATIONS --- p.45
Persuasive Process --- p.45
Information Processing --- p.47
Brand Processing --- p.47
Nonbrand Processing --- p.48
Implications from Laboratory Experiment --- p.49
Limitations --- p.50
Implications from Consumer Research --- p.51
Brand Product Extension --- p.53
Chapter VII. --- CONCLUSIONS --- p.56
APPENDIX
Chapter 1. --- MEDIA EXPENDITURE FOR 1990 一一 CIGARETTE --- p.59
Chapter 2. --- PROCEDURE FOR THE EXPERIMENT --- p.60
Chapter 3 . --- OBSERVATIONS OF THE DEPENDENT MEASURES --- p.63
Chapter 4. --- QUESTIONNAIRE FOR CONSUMER RESEARCH --- p.65
Chapter 5. --- SCORES OF TOP-OF-MIND AWARENESS --- p.70
Chapter 6. --- PERCENTAGE OF RESPONDENTS WHO KNOW ABOUT THE PRODUCT EXTENSION OF THE CIGARETTE BRANDS THEY HAVE NAMED IN Q1 --- p.71
Chapter 7. --- PERCENTAGE OF RESPONDENTS WHO HAVE SEEN ADVERTISEMENTS OF THE EXTENDED PRODUCT --- p.72
Chapter 8. --- PERCENTAGE BREAKDOWN OF CHANNELS FROM WHICH THE RESPONDENTS SAW THE ADVERTSIEMENTS --- p.73
Chapter 9. --- ATTITUDE TOWARDS THE ADVERTISEMENT OF MARLBORO CLASSICS --- p.74
Chapter 10. --- ATTITUDE TOWARDS THE ADVERTISEMENT OF KENT LEISURE --- p.77
Chapter 11. --- ATTITUDE TOWARDS THE ADVERTISEMENT OF MILD SEVEN FREEDOM HOLIDAYS --- p.80
Chapter 12. --- OVERALL FEELING TOWARDS THE ADVERTISEMENT OF THE EXTENDED PRODUCT --- p.83
Chapter 13. --- PURCHASE INTENT OF THE CORRESPONDING CIGARETTE --- p.84
Chapter 14. --- PHOTOGRAPHS OF THE DUMMY PRINT-ADVERTISEMENTS --- p.86
Chapter 15. --- PHOTOGRAPH OF THE PRINT-ADVERTISEMENT OF THE TESTING CIGARETTE --- p.91
Chapter 16. --- PHOTOGRAPH OF THE PRINT-ADVERTISEMENT OF THE EXTENDED PRODUCT --- p.92
BIBLIOGRAPHY --- p.93
50
Bönisch, Kira. "The impact of message framing, visual appeal and donation proximity on the effectiveness of charity-marketing campaigns." Master's thesis, 2012. http://hdl.handle.net/10400.14/9018.
Full textAbstract:
Corporate social responsibility (CSR) has become part of many companies’ DNA. Some
enterprises link this corporate philanthropy to their business interests by selling productcharity
bundles. Much is known about the circumstances in which cause-related marketing
(CRM) works well, though little research has been done about the design of CRM campaigns.
This paper seeks to understand which product-charity bundle components should be used in
order to have an impact on consumers. With data obtained through a questionnaire with an
experimental design component, the research examines whether the way a donation
message is framed, the type of visual appeal and the country of donation reception, affect the
effectiveness (measured through purchase probability) of CRM campaigns. The results
suggest that consumers are more likely to purchase product-charity bundles when the
donation message is framed directly, a negative visual appeal gets presented and when the
donation receiving institution is from a foreign country that consumers have a mental
proximity to. In addition, it is found that sadness related negative emotions mediate the effect
of message framing and visual appeal on the likelihood of purchase. Finally, the role of
consumer values on the design of CRM campaigns is analysed. It is found that consumer
values moderate the success of some experimental conditions. For consumers cherishing
tradition and security, physical donation proximity seems more important than mental
donation proximity to a foreign country. The opposite is true for consumers valuing
universalism, as they favour mental proximity to a country other than their home country. The value materialistic hedonism is further negatively related to the effectiveness of CRM.A responsabilidade social empresarial (RSE) tornou-se parte do DNA de muitas empresas. Algumas companhias vinculam esta filantropia empresarial aos seus interesses comerciais através da venda de pacotes produto-caridade. Embora se saiba bastante sobre as circunstâncias em que o marketing de causas (MdC) é eficaz, a questão do design de campanhas de MdC tem sido relativamente pouco estudada. Este trabalho procura investigar que componentes dos pacotes produto-caridade devem ser usadas para se obter maior impacto nos consumidores. Com os dados obtidos através de um questionário com uma componente experimental, a pesquisa examina se a forma da verbalização de uma mensagem, o tipo de apelo visual e o país de recepção da doação afetam a eficácia (medida através da probabilidade de compra) de campanhas de MdC. Os resultados sugerem que os consumidores são mais propensos a comprar pacotes produto-caridade quando a mensagem de doação é verbalizada diretamente, o apelo visual é negativo e a instituição que recebe a doação é de um país estrangeiro com qual consumidores têm uma proximidade psicológica. Além disso, verifica-se que os efeitos da verbalização das mensagens e do tipo de apelo visual na probabilidade de compra são mediados por emoções negativas relacionadas com tristeza. Finalmente, investiga-se a forma como os valores dos consumidores afectam a eficácia de campanhas de MdC, não só por efeito directo como também como moderador dos efeitos das variáveis experimentais. Os resultados empíricos sugerem que para os consumidores que apreciam tradição e segurança, a proximidade física da doação é mais importante do que a proximidade psicológica com um país estrangeiro. O efeito oposto é encontrado para os consumidores que valorizam o universalismo, devido ao facto de estes favorecerem a proximidade psicológica a um país diferente do seu país de origem. O hedonismo materialista está além disso negativamente relacionado com a eficácia do MdC.