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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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Witvorapong, Nopphol, Watcharapong Ratisukpimol, and Somtip Watanapongvanich. "Effectiveness of alcohol-prevention social marketing in the presence of alcohol advertising." Journal of Social Marketing 9, no. 3 (July 8, 2019): 309–28. http://dx.doi.org/10.1108/jsocm-01-2018-0003.
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Purpose The purpose of this paper is to evaluate the effectiveness of a national alcohol-prevention social marketing campaign in Thailand, investigating specifically the competing forces of the campaign vis-à-vis alcohol advertising. Design/methodology/approach Based on repeated cross-sectional, nationally representative data from the 2011-2014 Annual Survey of Buddhist Lent Campaign Evaluation (N = 10,133), a generalized ordered logit (partial proportional odds) model is used. The outcome of interest is self-reported alcohol consumption during the campaign period, compared to before. The main explanatory variables include exposure to the campaign and exposure to alcohol advertising. Findings Results show that exposure to the campaign and exposure to alcohol advertising positively and negatively influence alcohol consumption, respectively. Compared to those with one type of exposure and those without any exposure to alcohol-related messages, drinkers with exposure to both the campaign and alcohol advertising are estimated to have the highest probability of drinking reduction during the campaign period. Originality/value The paper highlights the importance of accounting for a countervailing force (in this case, alcohol advertising) in campaign evaluation studies. It also suggests that alcohol-control social marketing be continued and that the government should disseminate alcohol-prevention messages in a balanced manner, ensuring that both costs and benefits of alcohol consumption are well-understood by the intended audience.
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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.
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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.
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Mowery, Andrea, Paul Riedesel, Marietta Dreher, Barbara A. Schillo, and Jessie E. Saul. "Using Online Message Testing to Evaluate TV Ads, Select Effective Messaging, and Improve Public Health Campaigns." Social Marketing Quarterly 22, no. 3 (January 25, 2016): 179–99. http://dx.doi.org/10.1177/1524500416628527.
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Background: This article describes two examples of online ad testing used to assess effectiveness of tobacco control ads in Minnesota (United States). The U.S. Centers for Disease Control and Prevention (CDC) recommends mass-media campaigns to change tobacco-related attitudes and encourage quitting. ClearWay MinnesotaSM uses online surveys to test ads with target audiences, select the most effective ads, and complement traditional evaluations of its campaigns. Two examples in this article demonstrate the method and how results have been used. Methods: Example 1 used an online survey to test two ad campaigns with 600 tobacco users. Participants were randomly assigned to evaluate two CDC Tips From Former Smokers ads and two ClearWay Minnesota QUITPLAN® Services ads for motivational effectiveness. In Example 2, 805 adult Minnesotans evaluated three of ClearWay Minnesota’s Still a Problem educational ads to determine whether the campaign was having the intended effect on its target audience. Results: Results for Example 1 revealed CDC’s ads were more effective than QUITPLAN Services ads in motivating tobacco users to seek help. Results for Example 2 demonstrated that the Still a Problem campaign was having the intended effect on the target audience. Discussion: Example 1 results compelled ClearWay Minnesota to tag CDC’s ads with the QUITPLAN Services brand and buy more advertising time. Observed service volumes increased. Example 2 results suggested no need for adjustments to change the Still a Problem campaign because it was working as intended. Traditional evaluation requires longer time frames than online testing. Online message testing can inform social marketing and educational campaign development in real time, typically for less cost than traditional methods. Conclusions: Online message testing is an efficient way to test ads, improve program effectiveness, and protect investments in public health marketing campaigns.
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Christofi, Michael, Demetris Vrontis, Erasmia Leonidou, and Alkis Thrassou. "Customer engagement through choice in cause-related marketing." International Marketing Review 37, no. 4 (November 29, 2018): 621–50. http://dx.doi.org/10.1108/imr-04-2018-0133.
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Purpose The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid scientific foundation for the development and stimulation of future research on the critical intersection of these two topics. Design/methodology/approach The research defines customer engagement in CRM campaigns as the conditions under which consumers are allowed to choose the cause that receives the donation, the cause proximity (geographical proximity) and the type of donation in a CRM campaign. Findings The paper conceptualizes the role of customer engagement in enhancing the effectiveness of a CRM campaign, in terms of coverage, customization and reduced consumer skepticism, as well as in triggering positive word-of-mouth (WOM) persuasion behaviors. Practical implications The conceptual framework provides several practicable directions toward effective control of CRM campaign outcomes, for both local and global firms. Originality/value The paper rests on established empirical foundations to develop a comprehensive preliminary multi- disciplinary framework on the subject, setting the path for further research in the fields of CRM, customer engagement and International Business Research, and reaching findings of both scholarly and executive worth.
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Parvanta, Sarah, Laura Gibson, Heather Forquer, Dina Shapiro-Luft, Lorraine Dean, Derek Freres, Caryn Lerman, et al. "Applying Quantitative Approaches to the Formative Evaluation of Antismoking Campaign Messages." Social Marketing Quarterly 19, no. 4 (September 30, 2013): 242–64. http://dx.doi.org/10.1177/1524500413506004.
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This article shares an in-depth summary of a formative evaluation that used quantitative data to inform the development and selection of promotional ads for the antismoking communication component of a social marketing campaign. A foundational survey provided cross-sectional data to identify beliefs about quitting smoking, that campaign messages should target, as well as beliefs to avoid. Pretesting draft ads against quantitative indicators of message effectiveness further facilitated the selection and rejection of final campaign ads. Finally, we consider lessons learned from the process of balancing quantitative methods and judgment to make formative decisions about more and less promising persuasive messages for campaigns.
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Lahtinen, Ville, Timo Dietrich, and Sharyn Rundle-Thiele. "Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context." Journal of Social Marketing 10, no. 3 (September 21, 2020): 357–75. http://dx.doi.org/10.1108/jsocm-10-2018-0122.
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Purpose The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original marketing mix (4Ps). Design/methodology/approach This research applies a field experiment to assess whether the application of a full marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) intake of 6–13-year-old Finnish children. A total of 15 schools were randomly assigned to 4P, 1P and control settings. Data was collected from schoolchildren using the Day in the Life Questionnaire. Findings A repeated measures analysis involving 1,076 children demonstrated that a full application of the marketing mix (4P) is more effective than a promotion only (1P) campaign in increasing FV intake within children. Originality/value To the best of the authors’ knowledge, this study is the first empirical test of the effectiveness of the commercial marketing mix against a promotion only strategy in social marketing.
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Oklander, Mykhailo, and Mykyta Haidaienko. "Omnicanal marketing tools in the political sphere." Marketing and Digital Technologies 5, no. 1 (March 14, 2021): 74–100. http://dx.doi.org/10.15276/mdt.5.1.2021.5.
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Aim of the article. The purpose of the article is to substantiate the scientific, methodological and practical provisions for the use of omnichannel marketing tools in the political sphere. Achieving the goal of the work necessitated the solution of the following tasks: to analyze the evolution of marketing tools in modern market conditions; determine the content of the marketing complex in the political sphere; to investigate the effectiveness of the use of marketing research to study the political sphere; determine the feasibility of applying the tools of marketing communication policy in the electoral process; substantiate the criteria for selecting priority marketing tools in the political sphere. Analyses results. Modern world trends in the development of society and market relations update digital marketing and its main tools, including targeting technology, which are used to link the success of marketing communication policy in any business project. Political advertising today is a prerequisite for a successful campaign and victory, so politicians are actively using the services of marketers. Election campaigns do not last long, but their success depends on the quality of previous work of the politician in the district, which should be based on marketing research of the main factors, study of possible competitors and requests from voters for goods (deputy). Only marketing research can answer all these questions. Advancing a candidate to win an election requires a well-structured communication policy, where marketing tools are most effective. Politicians actively use the services of PR-managers, but the greatest demand is for quality advertising. Emphasis is transferred to social networks, and the effectiveness of their application directly depends on quality targeting. Conclusions and directions for further research. The study of the experience of marketing tools in the political sphere suggests its universal nature, which, despite all the specifics of the policy and the high level of legal restrictions on its use, proves its effectiveness and is the key to the success of election campaigns. Proven effectiveness of the use of marketing tools in the electoral process at the local level can be fully applied to national elections. Each of these areas, of course, contributes its own features and specifics to its application, but it only enriches the theory and practice of modern marketing. Keywords: marketing, omnichannel marketing, digital marketing, targeting, marketing research, local elections, advertising campaign
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Dahl, Andrew J., Anthony M. D’Alessandro, James W. Peltier, and Eric L. Swan. "Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement." Journal of Research in Interactive Marketing 12, no. 3 (August 13, 2018): 258–73. http://dx.doi.org/10.1108/jrim-04-2018-0051.
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Purpose Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals. This paper aims to examine digital natives’ perceived effectiveness of omni-channel touchpoints for increasing social cause engagement including social media, digital media, traditional and interpersonal communications, along with an individual’s social/digital media behaviors. Design/methodology/approach The paper reports empirical results from an online survey of 924 digital natives. The paper uses multivariate and multiple regression analyses to examine the differential effects of a diverse range of media influencing the perceived effectiveness of social cause referrals from a family member versus a close friend. Findings The results identify the combination of omni-channel touchpoints most likely to be effective for enhancing organ donation support and registration efforts as part of social referral campaigns. The findings suggest differences exist based on whether the campaign targets family members or friends. Research limitations/implications The research focuses on digital natives and does not address differences that may vary by specific messages shared across generational groups or ethnicities. More research is also necessary, which examines the effects of digital consumption versus content creation behaviors. Practical implications The paper includes implications for social marketers looking at increasing viral reach and engagement via social referral campaigns. Marketers should integrate the omni-channel touchpoints deemed to be most effective for each target based on specific campaign goals. Originality/value This paper addresses a gap in marketers’ understanding of how digital natives perceive social referral campaigns targeting their social circle via various omni-channel touchpoints.
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Hotsur, Oksana. "SOCIAL NETWORKS AND POLITICAL PR IN UKRAINIAN AND FOREIGN ELECTION CAMPAIGNS." Bulletin of Lviv Polytechnic National University: journalism 1, no. 2 (2021): 53–57. http://dx.doi.org/10.23939/sjs2021.02.053.
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The article analyzes the ways of influence of social networks on the formation and conduct of political PR-campaigns. Examples from the political sphere (election campaigns, initiatives), in particular Ukrainian and other foreign presidential and parliamentary elections, revealed the opportunities that Facebook, Telegram, Twitter, YouTube create in promoting a candidate, leader, ideas and opinions. Author blogs created on social networks can be an additional tool in a PR campaign. Social networks interfere in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks is evidenced by such historically significant events as Brexit, the Arab Spring and the Revolution of Dignity. Particular attention was paid to the Ukrainian presidential elections in 2019 and local elections in 2020. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns in terms of network communications, which provide unlimited multimedia and interactive tools for PR. In fact, these concepts significantly affect the effectiveness of the PR-campaign, its ultimate effectiveness, which is determined by the achievement of goals. Choosing a blog as the main tool of a marketing campaign has both positive and negative sides. Only a person with great creative potential can create a blog. In addition, it takes a long time. In fact, these two points lose compared to other instruments. 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. Second, explore how and / or the concept of PR campaigns in social networks and blogs is constantly changing.
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Rosidah and Amia Luthfia. "An Effort to Improve the Effectiveness of Integrated Marketing Communication on Anticorruption Campaign." Advanced Science Letters 21, no. 4 (April 1, 2015): 855–59. http://dx.doi.org/10.1166/asl.2015.5902.
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Integrated Marketing Communication (IMC) is often used as a promotional activity of brands, products or ideas. In Indonesia, Komisi Pemberantasan Korupsi (Corruption Eradication Commission) has been using IMC to disseminate anticorruption values to society in purpose to reduce and eliminate corruption acts in Indonesia. To improve the effectiveness of IMC on anticorruption campaign, particularly to the youth, this study aims to measure students’s attitude towards anticorruption values. It is also to describe the exposure of the agency’s IMC programs on anticorruption campaign to students, and to discuss the relationship between the two variables: anticorruption campaign exposure and students’s attitude towards anticorruption values. Quantitative approach is used by conducting a survey to Bina Nusantara University students. Descriptive and correlation analysis are used to analyze the data. It is found that students fairly accept the anticorruption values, although there is still lack of exposure to them on the IMC programs. The correlation analysis shows no significant relationship between the two variables. However, the students can accept the importance of anticorruption values which this fact can support the work of the initiator in doing their future campaign. Further research is suggested to conduct it in wider scope.
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Wadia, Reena. "Effectiveness of health marketing campaigns." British Dental Journal 228, no. 8 (April 2020): 595. http://dx.doi.org/10.1038/s41415-020-1549-z.
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Thompson, Erika Beseler, Frank Heley, Laura Oster-Aaland, Sherri Nordstrom Stastny, and Elizabeth Crisp Crawford. "The Impact of a Student-Driven Social Marketing Campaign on College Student Alcohol-Related Beliefs and Behaviors." Social Marketing Quarterly 19, no. 1 (January 3, 2013): 52–64. http://dx.doi.org/10.1177/1524500412472668.
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Researchers examined a student-driven campaign intended to reduce high-risk drinking at a Midwestern, public research university in the United States. The campaign was implemented as part of a comprehensive social marketing effort to address high-risk drinking. Efforts employed on campus addressed various aspects of the marketing mix, including product, price, place, and promotion through late-night alcohol-free activities, increased enforcement, a substance abuse mentoring program, and the student-driven promotional campaign. Outcome measures of the campaign evaluation included assessing the effectiveness of promotional materials in prompting student visits to the campaign website and assessing the impact on students’ reported drinking-related beliefs and behaviors. Following extensive formative research, student developers designed campaign promotional materials that incorporated socially relevant images and messages to enhance students’ confidence related to making simple, low-risk decisions about drinking. Evaluation included an anonymous survey sent to a stratified random sample of undergraduate students. Responses were gathered regarding student demographics, appeal of promotional materials, self-reported drinking patterns, and whether the campaign impacted students’ reflections on drinking or beliefs and behaviors concerning their own alcohol consumption. Study results indicate online and interactive promotional materials (i.e., Facebook page and campaign video) increased the likelihood of student visits to the website, and students exposed to the website reported increased confidence and use of techniques to reduce alcohol-related harm. Use of socially relevant messages and online or interactive campaign components appear to be promising when implementing campaigns to address college student high-risk drinking.
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Brescia, Valerio, Myriam Caratù, and Giacomo Scaioli. "A Community-Based Social Marketing Strategy to Prevent HIV and Fight Stigma." International Journal of Business and Management 14, no. 10 (September 12, 2019): 196. http://dx.doi.org/10.5539/ijbm.v14n10p196.
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There is evidence that Public Service Announcements are a crucial tool in reducing stigma and call for people to overtly seek help for their illnesses (Corrigan, Powell, Al-Khouja, 2015). In this frame, the study analyses the elements that must be present in a campaign to prevent HIV and the stigma of HIV + people, in order to redefine the essential elements in the search for effectiveness and efficiency. This campaign created for the city of Turin (Italy) represents a useful example to analyse the different phases and desired outcomes of a communication campaign. To our knowledge, this is the first European study to use data collected during a community-based activity on HIV / AIDS testing in order to build an effective communication campaign. The analysis was conducted on both quantitative and qualitative aspects of the campaign. To conduct the analysis, the literature on social marketing is analyzed in association with epidemiological and economic elements. A campaign based on community-based elements with the involvement of non-profit organizations leads to positive and innovative effects both in terms of communication and realization and relapses according to the process defined by the social marketing strategy. The statistical analysis shows a relationship between those who take the rapid test at the non-profit organization and the HIV test for the first time, demonstrating the effectiveness of the prevention campaign in the population that does not belong to the health system.
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Partouche, Judith, Saeedeh Vessal, Insaf Khelladi, Sylvaine Castellano, and Georgia Sakka. "Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials." International Marketing Review 37, no. 5 (February 6, 2020): 923–43. http://dx.doi.org/10.1108/imr-12-2018-0348.
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Purpose The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns. Design/methodology/approach Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3). Findings The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals. Research limitations/implications Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries. Practical implications To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products. Social implications CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes. Originality/value This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.
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Gao, Fei. "Cause Marketing: Product Pricing, Design, and Distribution." Manufacturing & Service Operations Management 22, no. 4 (July 2020): 775–91. http://dx.doi.org/10.1287/msom.2019.0772.
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Problem definition: In a cause marketing (CM) campaign, a firm donates part of its sales revenue to a charity for a social cause when customers purchase the cause-linked product. We study a firm’s pricing decisions with CM and the implications for the participating charity. We also consider the design and distribution of cause-linked products. Academic/practical relevance: CM has become popular in recent years. However, there is little analytical work on how a firm’s strategic actions (e.g., product pricing, design, and distribution) impact the effectiveness of a CM campaign. We address this gap. Methodology: Game theory. Results: First, it may be optimal for the firm to decrease the price after the implementation of CM despite the donation cost. Second, a higher level of firm–cause fit may lead to a smaller total donation amount to the charity in a CM campaign. Third, the choice to design a special version of the product for a CM campaign depends on the size of the prosocial segment in the market. Fourth, a decentralized supply chain may generate more social value through CM compared with the centralized case. Managerial implications: For firms, we show that it may not be optimal to increase the price of cause-linked products and identify conditions where firms should introduce a special product in a CM campaign. For charities, we show that a high firm–cause fit level may have a negative effect on the total donation amount and further identify conditions under which charities should collaborate with a downstream retailer or an upstream manufacturer in a CM campaign. Our results indicate that the correlation between customer preferences for the product and the social cause has a significant impact in a CM campaign for both firms and charities.
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Kiani, Soroosh, Dinesh Kurian, Stanislav Henkin, Pranjal Desai, Frederic Brunel, and Robert Poston. "Direct to consumer advertising of robotic heart bypass surgery." International Journal of Pharmaceutical and Healthcare Marketing 10, no. 4 (November 7, 2016): 358–75. http://dx.doi.org/10.1108/ijphm-05-2015-0016.
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Purpose Robotic coronary artery bypass (rCABG) is a relatively novel and less invasive form of surgery. A yearlong direct-to-consumer advertising (DTCA) campaign was initiated to provide the community with information regarding rCABG, increase awareness and recruit patients. To optimize information content and ensure appropriate messaging for future campaigns, this study aims to analyze the campaign effectiveness and compared service quality perceptions and clinical outcomes, following surgery across DTCA-responder and control groups. Design/methodology/approach The institution initiated an rCABG program and one-year DTCA campaign. The authors prospectively documented all rCABG referrals prompted by these ads (DTCA-responder group) and concurrent referrals from medical providers (controls). Groups were compared according to baseline characteristics, perioperative outcomes, patient satisfaction (HCAHPS survey) and functional capacity at three weeks (Duke Activity Status Index). At six months, both groups were surveyed for patient satisfaction and unmet expectations. Findings There were 103 DTCA responders and 77 controls. The subset of responders that underwent rCABG (n = 54) had similar characteristics to controls, except they were younger, less likely to have lung disease or to be scheduled as an urgent case. Both groups had similar 30-day clinical outcomes, functional capacity recovery and overall satisfaction at three weeks. Follow-up interviews at six months and four years revealed that the DTCA group reported more unmet expectations regarding the “size of the skin incisions” and “recovery time” but no concern about “expertise of their surgeon”. Practical implications The DTCA campaign was effective at recruiting patients. The specific focus of the ads and narrow timeframe for decision-making about CABG lends confidence that the incremental cases seen during the campaign were prompted primarily by DTCA. However, differences in unmet expectations underscore the need to better understand the impact of message content on patients recruited via DTCA campaigns. Originality/value This is one of the first studies to provide real-world direct empirical evidence of patients’ clinical and attitudinal outcomes for DTCA campaigns. Furthermore, the findings contradict prevailing beliefs that DTCA is ineffective for prompting surgical referrals.
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Cassia, Fabio, Francesca Magno, and Marta Ugolini. "The perceived effectiveness of social couponing campaigns for hotels in Italy." International Journal of Contemporary Hospitality Management 27, no. 7 (October 12, 2015): 1598–617. http://dx.doi.org/10.1108/ijchm-02-2014-0090.
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Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers). Design/methodology/approach – A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data. Findings – Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality. Research limitations/implications – The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered. Practical implications – Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing. Originality/value – To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels.
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Kotíková, Sylvie, and Karolina Pavlů. "Evaluation of the Setting of the Global Promotion of the Czech Republic Destination." SHS Web of Conferences 74 (2020): 01016. http://dx.doi.org/10.1051/shsconf/20207401016.
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Internationalisation is an increasingly common strategy for all types of companies across sectors, especially for tourism and destination management. The paper aims to evaluate the effectiveness of the current setting of marketing promotion of selected economies in the global market. The cost benefit analysis method compares the costs of individual international campaigns with the benefits measured by the number of arriving tourists from each target market. The costs and benefits of the internationalisation of the Czech Republic’s marketing strategy (based on the CzechTourism data evidence) are subsequently quantified per unit, or how much money was needed to attract one tourist (given the cultural distance between economies) and the total amount of consumer spending of the tourist with the relevant source economy. The analyses showed paradoxically the low efficiency of the international campaign in Austria and Slovakia which, due to the amount of money spent, could not attract enough tourists. The net benefits of these promotions are EUR 74.84 for Austria and EUR 96.52 for Slovakia. On the other hand, the most effective was the campaign in Russia, which brought EUR 301.08 net profit. Marketing campaigns in India and the USA, where net profit exceeded EUR 200, can be considered successful.
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Gaitniece, Elina. "DIGITAL MARKETING PERFORMANCE EVALUATION METHODS." CBU International Conference Proceedings 6 (September 24, 2018): 135–40. http://dx.doi.org/10.12955/cbup.v6.1145.
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The share of digital marketing from total marketing spending is increasing fast year by year. Still the majority of companies admit that they are missing clear methods on how to evaluate (positive/negative) effects obtained using digital marketing. As this field of digital marketing is relatively new, there are no firm and widely recognized measurement methods resulting in marketing specialists being confused by an overwhelming amount and variety of different digital marketing metrics and large amounts of data. Therefore, the aim of this paper is to list the existing methods which could help marketers to evaluate their digital marketing campaign effectiveness and to discuss these methods’ effectiveness with experts. To achieve this aim, the author defined the following objectives for the paper: 1) to explore which digital marketing campaign effectiveness evaluation methods can be found in realized scientific research so far; 2) to assess the strengths and weaknesses of each method by conducting expert interviews; 3) to determine the practical application opportunities for each identified method; and 4) to draw conclusions and make recommendations for the practical usage of the studied methods. Research methods used were secondary data analysis and expert interviews. The secondary data analysis contained reviews of scientific research results in the field mentioned above. The expert interviews covered in-depth interviews with the main stakeholders – leading online retailers in the Baltics and digital marketing experts. The results show that the conversion evaluation method is most frequently used in theory and in practice as it can be best connected with direct business goals to increase sales. It also highlights that each method has some benefits to be used in specific situations, with specific aims.
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Al-Dmour, Hani, Shahad Al-Madani, Iman Alansari, Ali Tarhini, and Rand Hani Al-Dmour. "Factors Affecting the Effectiveness of Cause-Related Marketing Campaign: Moderating Effect of Sponsor-Cause Congruence." International Journal of Marketing Studies 8, no. 5 (September 22, 2016): 114. http://dx.doi.org/10.5539/ijms.v8n5p114.
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<p>This study aimed at identifying the factors affecting cause-related marketing and the moderating effect of sponsor congruence. Data were collected using a self-administrated questionnaire from 500 Jordanians’ consumers from Amman/Jordan. Results of the study showed that there is a positive effect of statistical significance of cause-fit on Jordanian customer’s brand credibility. Contrary to our expectations, the results showed that there is no statistical significant effect of altruistic attribution on Jordanian customer’s brand credibility. The results also showed that there is a positive statistical significant effect of brand credibility of Jordanian customers on cause-related marketing. In addition, it was found that there exists a positive effect of statistical significance of brand credibility of Jordanian customer on cause-related marketing due to sponsor-cause congruence. The current study recommends the necessity of spreading the awareness of cause-related marketing and its benefits to the society. It is also necessary for decision makers in business organizations to concentrate on the fitness of the cause during marketing for some kind of product.</p>
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Howarth, D., and S. Butler. "Communicating water conservation: how can the public be engaged?" Water Supply 4, no. 3 (June 1, 2004): 33–44. http://dx.doi.org/10.2166/ws.2004.0041.
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In 2001 the Environment Agency and Thames Water completed a collaborative research project “The Effectiveness of Marketing Campaigns in Achieving Water Efficiency Savings”. The project attempted to assess the effectiveness of a water efficiency campaign in a residential area of 8000 properties. The results showed that the campaign had no significant effect on water demand both at the individual property level and the total flow into the area. Responses to direct questions about the campaign indicated that at most 5% had noticed it despite the fact that 25% claimed to read the local newspaper and listen to the local radio station used for the campaign, and the fact that a leaflet was sent to all households. The market research provided some clues as to why the customer response to this campaign was so disappointing, principally because the public regard water as low priority compared to other environmental issues. Other research is reviewed that provide additional reasons for the unwillingness of the public to engage on this issue. This paper reviews “success stories” from Phoenix, Arizona and Singapore and identifies the main learning points from these programs. Article 14 of the Water Framework Directive calls for active involvement in water policy. An assessment is made of what this might mean for public participation in water conservation programs.
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Lee, Jaejin, and Jihye Kim. "The Effect of Consume Characteristics on the Cause-Related Marketing Campaign: The Role of Personal Life Values." International Journal of Business and Management 11, no. 9 (August 7, 2016): 82. http://dx.doi.org/10.5539/ijbm.v11n9p82.
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Given the increased interest in cause-related marketing (CRM) in the marketing arena, this study demonstrated the importance of personal factors affecting CRM practice with the Theory of Planned Behavior (TPB) as a theoretical background. This study employed personal life values as an indicator of attitudes, social norms, and perceived consumer effectiveness in order to investigate more specific consumer characteristics in a cause-related marketing context. Findings show that consumers who values universalism and benevolence have more positive attitudes toward the CRM campaign, more strong subjective norm, and perceived consumer effectiveness. The results from this empirical study imply that consumers' personal life values have direct and indirect effects on the expended TPB model in the context of cause-related marketing. The findings from this study add to the body of knowledge about cause-related marketing in the field of advertising and marketing studies.
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Silvia, Sarah. "The Importance of Social Media and Digital Marketing to Attract Millennials’ Behavior as a Consumer." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 4, no. 2 (2019): 7–10. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.42.3001.
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The use of social media and digital marketing is nowadays becoming a strategic tool in terms of building brand awareness and running a marketing campaign. Shifting from the era of conventional or mass media, by using social media and digital marketing, the marketers can track brand’s competitors and have more measurable campaign results. The usage of having these online activities is also to know about people’s opinion about the product, building brand reputation, and most importantly very targeted for the millennials. The study is descriptive in nature. The study used The Hook Canvas Model in Marketing by Nir Eyal. The study objective is to investigate why social media and digital marketing is significant to do branding and marketing activities lately, and what are the proper steps for doing so. The description is based on the explanation of social media and digital marketing usage, especially for Millenials era, explaining the steps of doing digital and online campaign, while also describing The Hook Canvas Model by Nir Eyal for the latest social media and digital marketing phenomenon. The data used in the study include interview, observation, and library research. The data were analyzed in three stages, such as reduction, presentation, and conclusion drawing. The results of the study show that social media and digital marketing campaign are not only useful to create brand awareness and engage the customers but also crucial in terms of measurement. By doing these kinds of marketing efforts (digitally), the effectiveness of each campaign can be measured, the behavior of the customers or even the potential ones could be tracked beforehand, and the reach of the message could be spread wider rather than making only traditional marketing efforts. social media in digital marketing
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Zhang, Anran, Alex Scodellaro, Bo Pang, Hui-Yi Lo, and Zhengliang Xu. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation." Sustainability 12, no. 20 (October 10, 2020): 8338. http://dx.doi.org/10.3390/su12208338.
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In cause-related marketing (CRM) programs, the fit between the cause and brand is an important factor influencing consumer perceptions and behavior. However, the literature demonstrates that there is disagreement regarding the effect of cause–brand fit on consumer responses with varying corporate reputation. This study aims to examine the influence of cause–brand fit on consumer attitudes, attributed company motives, and the moderating role of corporate reputation. With a two (fit: high/low) by three (reputation: low/medium/high) experimental study, we reveal that consumers hold positive attitudes toward companies that engage in CRM campaigns. The effect of cause–brand fit on consumer-attributed company motives is moderated by corporate reputation. For low-reputation companies, a high cause–brand fit CRM campaign resulted in consumers attributing more negative motives to companies than low-fit campaigns. The opposite was true for medium-reputation companies. Meanwhile, high-reputation companies with a high cause–brand fit elicit greater value-driven attributed motives from consumers than other motives. Recommendations for implementing CRM programs and for future research are discussed.
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Zerbini, Cristina, Donata Tania Vergura, and Beatrice Luceri. "How fair-trade claims and emotional empathy affect the consumer’s propensity to buy fair chocolate?" British Food Journal 121, no. 7 (July 1, 2019): 1605–13. http://dx.doi.org/10.1108/bfj-07-2018-0417.
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Purpose Concerns related to the ethical issues are evident in the increasingly socially conscious marketplace. The purpose of this paper is to investigate the importance of fair-trade communication activities in the buying decision-making process of chocolate. The role of emotional empathy in influencing the willingness to pay and the purchase intention was also explored. Design/methodology/approach A mail survey with a sample of 199 Italian chocolate consumers was conducted. Respondents were equally and randomly distributed among the four print advertising stimuli: conventional brand with conventional campaign; conventional brand with pro-social campaign; pro-social brand with conventional campaign; and pro-social brand with pro-social campaign. A between-subjects factorial design was used to test the hypotheses. Findings Results showed the effectiveness of pro-social marketing campaigns in increasing consumers’ willingness to pay and purchase intention for fair-trade chocolate. Contextually, consumers with a high level of emotional empathy showed a greater purchase intention as opposed to those with a low level. Research limitations/implications As the ethical nature of the product should be communicated in several ways, the effect of different types of textual information on the dependent variables should be considered. Originality/value The study enriches the literature on ethical consumption and provides some guidance to manufacturers and product managers for understanding the role of pro-social marketing communication in influencing consumer behaviour.
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Van Spanje, Joost, Hajo G. Boomgaarden, Matthijs Elenbaas, Rens Vliegenthart, Rachid Azrout, Andreas R. T. Schuck, and Claes H. de Vreese. "Getting the Message Across: Perceived Effectiveness of Political Campaign Communication." Journal of Political Marketing 12, no. 1 (January 2013): 100–120. http://dx.doi.org/10.1080/15377857.2013.752248.
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Killos, Lydia F., Linda C. Hancock, Amanda Wattenmaker McGann, and Adrienne E. Keller. "Do “Clicker” Educational Sessions Enhance the Effectiveness of a Social Norms Marketing Campaign?" Journal of American College Health 59, no. 3 (November 19, 2010): 228–30. http://dx.doi.org/10.1080/07448481.2010.497830.
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Watson, Jennifer M., Scott L. Tomar, Virginia Dodd, Henrietta L. Logan, and Youjin Choi. "Effectiveness of a Social Marketing Media Campaign to Reduce Oral Cancer Racial Disparities." Journal of the National Medical Association 101, no. 8 (August 2009): 774–82. http://dx.doi.org/10.1016/s0027-9684(15)31005-1.
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Guignard, Romain, Raphaël Andler, Jean-Baptiste Richard, Anne Pasquereau, Guillemette Quatremère, Pierre Arwidson, Karine Gallopel-Morvan, and Viêt Nguyen-Thanh. "Effectiveness of ‘Mois sans tabac 2016’: A French social marketing campaign against smoking." Tobacco Induced Diseases 19, July (July 20, 2021): 1–13. http://dx.doi.org/10.18332/tid/139028.
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Ekebas-Turedi, Ceren, Elika Kordrostami, and Ilgım Dara Benoit. "The impact of message framing and perceived consumer effectiveness on green ads." Journal of Consumer Marketing 38, no. 4 (May 13, 2021): 386–96. http://dx.doi.org/10.1108/jcm-12-2019-3557.
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Purpose The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green advertising effectiveness. Design/methodology/approach The conceptual framework was borrowed from self-congruity theory and was tested with two between-subject design experiments; PCE was measured in the first study and manipulated in the second. Findings The findings show that both measured and primed PCE (low vs high) moderate the impact of a green ad’s message framing on consumer responses (i.e. attitude toward the brand and purchase intention). Specifically, an other-benefit message is more effective when consumers perceive that their individual actions can positively influence environmental issues (high PCE). In contrast, a self-benefit message is more effective when consumers perceive that their individual actions might not be enough to influence environmental issues (low PCE). This research also shows that the influence of message framing on consumer responses is mediated by the perceived social responsibility of the company. Practical implications This paper offers an outline for designing effective ad campaigns for green products. Managers can determine or manipulate the PCE level of their target market and frame the message in their ad campaign accordingly, which will positively drive perceived social responsibility and, in turn, the ad campaign’s effectiveness. Originality/value This paper contributes to both the green advertising and self-congruity literature by showing the moderating effect of PCE on the effectiveness of message framing in green advertising.
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Jarvis, Jocelyn W., Ryan E. Rhodes, Sameer Deshpande, Tanya R. Berry, Tala Chulak-Bozzer, Guy Faulkner, John C. Spence, Mark S. Tremblay, and Amy E. Latimer-Cheung. "Investigating the Role of Brand Equity in Predicting the Relationship Between Message Exposure and Parental Support for Their Child’s Physical Activity." Social Marketing Quarterly 20, no. 2 (March 18, 2014): 103–15. http://dx.doi.org/10.1177/1524500414528183.
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Social marketing researchers have identified brand equity as a potential mediator of the relationship between campaign message exposure and resulting behavior. This study examined whether message exposure and components of brand equity contribute to overall brand equity changes over the course of a 12-month campaign evaluation. In addition, we examine whether brand equity consistently accounts for covariance (i.e., mediation) in the relationship between message exposure and parental support (PS). Data were drawn from ParticipACTION’s “Think Again” campaign evaluations that targeted parents, specifically moms, with children between the ages of 5 and 11 years (three independent samples: March 2011, N = 702 [T1]; September 2011, N = 706 [T2]; March 2012, N = 670 [T3]). Univariate analyses of variance were used to examine changes in message exposure and components of brand equity over time, while structural equation modeling was used to examine the brand equity model relationship. Findings revealed that message exposure was greatest at T3 ( ps < .01) and that brand equity was greatest at T2 ( ps < .05). Model fit statistics revealed modest to good fit. Results demonstrated that Think Again message exposure was related to brand equity (standardized effects .10–.28) and that brand equity was related to PS (standardized effects .30–.40; ( ps < .01). Importantly, an indirect effect of message exposure on PS through brand equity (standardized effects .03–.09) emerged in all models ( ps < .05). This study demonstrates the utility of branding social marketing campaigns to increase campaign effectiveness.
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Davis, Kevin C., Jennifer Uhrig, Carla Bann, Doug Rupert, and Jami Fraze. "Exploring African American Women's Perceptions of a Social Marketing Campaign to Promote HIV Testing." Social Marketing Quarterly 17, no. 3 (September 2011): 39–60. http://dx.doi.org/10.1080/15245004.2011.595536.
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We tested the reliability of a new perceived effectiveness scale for HIV testing media messages and examined whether perceived effectiveness of the Take Charge. Take the Test campaign is predictive of downstream outcomes. We used data from an online survey of young, single, African American women ( N = 428), collected from October 2007 to March 2008. Participants were recruited from online web panels maintained by Knowledge Networks and Survey Sampling International. The survey included a baseline and two longitudinal follow-ups at 2 and 6 weeks post-baseline. African American women aged 18 to 24 years, with annual incomes of less than $20,000, children at home, 3 or more sexual partners, and who only occasionally use condoms were more receptive to the materials. Perceived ad effectiveness significantly predicted 6- and 12-month HIV testing intentions at wave 3 of the survey. Perceived ad effectiveness is an important upstream indicator of ad success beyond impact that may occur from exposure alone. Measures of perceived ad effectiveness should be used to quantitatively pretest future HIV/AIDS-focused social marketing campaign messages. This study is also informative for media planning and other similar future interventions in terms of which types of messages and ads may be effective in promoting HIV/AIDS testing intentions and eventual behaviors.
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Banerjee, Saikat, and Bibek Ray Chaudhuri. "Factors responsible behind political brand preference: an empirical study on Indian voters." Marketing Intelligence & Planning 34, no. 4 (June 6, 2016): 559–82. http://dx.doi.org/10.1108/mip-05-2015-0095.
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Purpose – Political parties are continuously interested to gain knowledge about the factors that influence the voter to select political candidate of his/her choice. The purpose of this paper is to examine cumulative impact of sources of associations on voters’ preference of the political party and to investigate the type of causal relationship that exists among those sources. Design/methodology/approach – The authors have proposed five key sources of associations of the overall political party, namely, campaign effectiveness, image of its leaders, intensity of anti-incumbency effect, meaning and trust attached with the party. Here the authors have considered four important political parties relevant to the voters of West Bengal. Those are Congress, Bharatiya Janata Party, Communist Party of India (Marxist) and All India Trinamool Congress. The authors have used SEM method for estimating the model as the same is widely used for estimating a system of equations with latent variables. Findings – Out of the eight path coefficients six are found to be statistically significant. Political campaign impacts brand trust positively and brand trust in turn impacts party preference positively. Again political campaign’s direct impact on political party preference is found to be positive. However, the impact of political campaign on party preference also runs through brand meaning. Both the path coefficients are significantly negative showing that more the voters develop understanding about political parties through different independent sources lesser are the impact of political campaigns as they highlight positive aspects of the party and the candidate only, ignoring facts. Interestingly leadership is impacting party preference negatively. Thus individual leadership traits have negatively impacted party preference in the sample. Originality/value – In the paper, the authors have identified factors impacting political brand choice in an emerging country like India. This research explores the factors that need to be considered by the political parties to influence preference of voters for political brand. As far as the authors’ knowledge goes no such studies have been carried out in the Indian context and certainly not in the context of a regime change after three decades. Additionally, the theoretical model proposed is firmly grounded in theory and its estimation is based on well-developed scales. The approach is thus unique in this area of enquiry. Finally, application of SEM in political branding context is a significant contribution of this work.
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Perkins, H. Wesley, Jeffrey W. Linkenbach, Melissa A. Lewis, and Clayton Neighbors. "Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign." Addictive Behaviors 35, no. 10 (October 2010): 866–74. http://dx.doi.org/10.1016/j.addbeh.2010.05.004.
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Jordaan, Y., T. G. Kotzé, and H. Louw. "The relationship between number of retail-credit accounts and response rates." South African Journal of Business Management 35, no. 3 (September 30, 2004): 41–46. http://dx.doi.org/10.4102/sajbm.v35i3.661.
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In South Africa, some of the bigger credit issuers operating in the direct marketing environment, specifically non-bank, personal finance companies, have complained that they are not seeing the return-on-investment they have come to expect from their direct mail campaigns, due to poor direct mail response rates. Low response rates have been encountered even though the market segment in which these companies are operating, has shown growing demand. With an increase in mailing costs and fierce competition in the direct marketing industry, lenders are constantly looking for ways to improve the effectiveness and profitability of their mailing campaigns. The approach followed was to analyse the response rate of a mailing campaign, and through regression analysis, determine the relationship between the number of active retail credit accounts held and response rates. This was done against the backdrop of segmentation opportunities and an increasingly credit-active South African population. The results indicate that, in the personal finance and loan marketing environment, there is a positive linear relationship between the number of active retail accounts held by prospective clients and the response rates to credit-related marketing offers. Finally, the implications for direct marketing companies are discussed, limitations presented and future research opportunities outlined.
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Borden, D. Scott, Gareth Shaw, and Tim Coles. "Consensus Building in Social Marketing Campaigns Through the Delphi Method." Social Marketing Quarterly 23, no. 4 (September 20, 2017): 354–67. http://dx.doi.org/10.1177/1524500417732772.
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This article investigates the application of the Delphi method as a tool for building stakeholder consensus on the impact and prioritization of campaign initiatives as applied in a campaign to promote water efficiency behavior. To date, use of the Delphi method has been underutilized and not yet applied to evaluating and prioritizing social marketing initiatives. Ten potential initiatives were developed during previous research, aiming to promote water efficiency in tourism accommodation. A Delphi panel of experts ( n = 21) in tourism, water, and social marketing evaluated, prioritized, and rated the importance of factors used for prioritizing each initiative. Three initiatives received the greatest level of prioritization and were considered to have the highest effectiveness to reach project goals. In the context of this research, a Delphi consultation was a viable method toward this application. Best practices and limitations unique to the social marketing process are offered to aid future social marketing efforts in applying the Delphi method.
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Nosenko, Yu М., L. V. Lukyanchuk, and L. M. Sinelnik. "Contextual advertising is an effective tool of digital marketing." Scientific Journal Grain Crops 4, no. 2 (December 11, 2020): 410–18. http://dx.doi.org/10.31867/2523-4544/0151.
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The concept of contextual advertising, its strengths, main types are defined. Types of advertising campaigns are defined. Highlighted the basic settings in Google Ads, in particular the rules of keyword selection. The effectiveness of using contextual advertising as an Internet marketing tool has been established, given that it: acts selectively and is displayed to visitors of the website whose sphere of interests potentially coincides / intersects with the subject of the advertised product or service; meets the requirements of the target audience, which increases the likelihood of its response to advertising and makes it more attractive than other types of advertising; helps to improve the company's image, disseminate information about products and sell goods over the Internet; is an effective element of digital marketing, which with a high-quality setting can increase company revenues. Contextual advertising has prospects, given: - increasing the number of Internet users and the time of its use by each user; - its regional orientation, which allows you to weed out a lot of non-target customers; - focus on a specific target audience by interests; - ofline advertising is becoming more expensive; - contextual advertising tools are improving, more services are appearing for a deeper analysis of statistics. When setting up contextual advertising, the following are important: choosing the type of advertising campaign (image, product, trade), searching for keywords and choosing the type of correspondence (general matching, broad match modifier, phrase matching, exact matching). Effective contextual advertising is a chain of "request -> keyword -> advertisement -> landing page of the site-> purchase of goods". Keywords: digital marketing, search engine, contextual advertising, advertising campaign, demand, keywords.
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Khandeparkar, Kapil, and Abhishek. "Influence of media context on humorous advertising effectiveness." Marketing Intelligence & Planning 35, no. 2 (April 3, 2017): 259–76. http://dx.doi.org/10.1108/mip-05-2016-0082.
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Purpose The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal safety (AS). The study aims to demonstrate that different humor types are evaluated differently under similar media context elements and a particular humorous advertisement can be evaluated differently under different elements of media context. Design/methodology/approach The hypotheses were tested through two experiments which were planned and conducted as “between-subjects” design. The analysis of collected data were done through ANOVA using IBM SPSS 22. Findings The results indicated that the adverse impact of negative mood (vs positive mood) was greater on IR advertisements as compared to AS advertisements. Similarly, the negative impact of an abrupt break (vs smooth break) was greater on IR advertisements. However, both humor types were effective when placed in positive mood programs and smooth breaks. Practical implications The findings suggest that campaign and media planners need to consider the media context as well as humor types to get better return on their adspend. Results of this study can also be applicable for online medium. Originality/value This is the first study to test the impact of three dimensions of media context on two types of humorous advertisements.
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Lee, Jeong Kyu, Andrea Mowery, Jacob Depue, Michael Luxenberg, and Barbara Schillo. "Effectiveness of Statewide Advertising Campaigns in Promoting the QUITPLAN® Services Brand." Social Marketing Quarterly 19, no. 4 (July 8, 2013): 207–21. http://dx.doi.org/10.1177/1524500413496415.
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The current study explored the role of advertising in building an effective cessation service brand in Minnesota, United States. Using data from a ClearWay MinnesotaSM campaign evaluation ( N = 1,361), this study examined how mass media advertising works to reinforce recognition of the QUITPLAN Services brand, brand favorability, and brand attributes. Respondents with confirmed awareness of television campaign ads were significantly more likely to report ever hearing of the brand than those who were not aware of the ads (odds ratio [OR] = 4.28, p < .001). In addition, confirmed ad awareness correlated with brand favorability (β = .37, p < .001) and attributes (personalized: β = .50, p < .001; respectful: β = .43, p < .001; proven: β = .42, p < .001; accessible: β = .46, p < .001), and there was a significant relationship between brand favorability and intention to quit among smokers (OR = 2.44, p = .001). The findings in this study contribute to the literature on social marketing and health branding by demonstrating effective strategies for establishing a cessation service brand. Practical implications, research limitations, and future directions are discussed.
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Evans-Lacko, Sara, Estelle Malcolm, Keon West, Diana Rose, Jillian London, Nicolas Rüsch, Kirsty Little, Claire Henderson, and Graham Thornicroft. "Influence of Time to Change's social marketing interventions on stigma in England 2009-2011." British Journal of Psychiatry 202, s55 (April 2013): s77—s88. http://dx.doi.org/10.1192/bjp.bp.113.126672.
Full textAbstract:
BackgroundEngland's Time To Change (TTC) social marketing campaign emphasised social contact between people with and without mental health problems to reduce stigma and discrimination.AimsWe aimed to assess the effectiveness of the mass media component and also that of the mass social contact events.MethodOnline interviews were performed before and after each burst of mass media social marketing to evaluate changes in knowledge, attitudes and behaviour and associations between campaign awareness and outcomes. Participants at social contact events were asked about the occurrence and quality of contact, attitudes, readiness to discuss mental health and intended behaviour towards people with mental health problems.ResultsPrompted campaign awareness was 38-64%. A longitudinal improvement was noted for one intended behaviour item but not for knowledge or attitudes. Campaign awareness was positively associated with greater knowledge (β = 0.80, 95% CI 0.52-1.08) and more favourable attitudes (commonality OR 1.37, 95% CI 1.10-1.70; dangerousness OR 1.41, 95% CI 1.22-1.63) and intended behaviour (β = 0.75, 95% CI 0.53-0.96). Social contact at events demonstrated a positive impact (M=2.68) v. no contact (M = 2.42) on perceived attitude change; t(211)= 3.30, P=0.001. Contact quality predicted more positive attitude change (r=0.33, P<0.01) and greater confidence to challenge stigma (r=0.38, P<0.01).ConclusionsThe favourable short-term consequences of the social marketing campaign suggest that social contact can be used by anti-stigma programmes to reduce stigma.