Relevant bibliographies by topics / Marketing|Communication|Mass communication

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Marketing|Communication|Mass communication'

Author: Grafiati
Published: 9 July 2021
Last updated: 4 February 2022

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Journal articles on the topic "Marketing|Communication|Mass communication"

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Švajdová, Lenka. "Modern Marketing Communication in Tourism." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 4, no. 2 (2019): 20–23. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.42.3003.

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Mass tourism is a significant contributor to the development not only of regional but also national economies and generally, it is presented by tourism destination. Despite certain tendencies in preference for individual tourism, it is expected that mass tourism and mass tourism destination will continue to play a dominant role in the future. The present paper is dedicated to the topic of possible usage of modern tools of marketing communication in the management of mass tourism destination. Particular characteristics of its product are having an influence on the usage and effectiveness of traditional forms of marketing communication (advertising, exhibitions, etc.) in the presentation of a mass tourism destination and on the other hand, the possible preference of using new modern trends of marketing communication. The aim of this article is based on analysis of primary, secondary data and field observations to evaluate the possibility and critical factors of usage of selected forms of modern tools of marketing communication like internet marketing, social media, mobile marketing and the world of mouth marketing, etc. The result will be the evaluation of usage of modern marketing communication and its current state of the application in the propagation of mass tourism destinations including a proposal of some recommendations for their next application.
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Boffo, Stefano. "Universities and Marketing Mass Communication in Italy." Higher Education Policy 17, no. 4 (December 2004): 371–81. http://dx.doi.org/10.1057/palgrave.hep.8300063.

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Hovančáková, Dominika. "Mobile Marketing." Studia commercialia Bratislavensia 4, no. 14 (January 1, 2011): 211–25. http://dx.doi.org/10.2478/v10151-011-0007-y.

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Mobile Marketing In addition to traditional communication tools, new tools of marketing communication are currently coming into use. Mass-media and marketing communication is an important factor that may considerably influence economic development. In this these I will introduce some of them also in line with possibilities to measure their impact on marketing communication.
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Baranetska, A. "ІНТЕГРОВАНІ КОМУНІКАЦІЇ: ІНТЕРПРЕТАЦІЯ РЕКЛАМИ." State and Regions. Series: Social Communications, no. 1(41) (March 10, 2020): 90. http://dx.doi.org/10.32840/cpu2219-8741/2020.1(41).14.

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<div><em>The article explores aspects of modern advertising discourse implementation. The patterns of realization of interaction between advertising and consumers are characterized. The basic functionality of advertising as a communication tool is defined. The article describes strengths and weaknesses in the organization of advertising communication and notes positive features and disadvantages of advertising. Advertising is presented as an important component of the marketing communication system. It is emphasized that the efficiency of marketing communications is due to their strategic planning, therefore, marketing communications is a peculiar strategy of communication with the target audience, which involves its comprehensive coverage. It is noted that the traditional dominant means of the marketing communications system is advertising, which can adapt in the context of modern social transformations. It has been determined that advertising, as a form of mass communication, requires certain transformations due to modern trends in the economic market. The shortcomings of advertising include lack of personal contact with the audience, obtrusiveness and addiction that require a certain correction. The article examines the essence of the concept of integrated marketing communications (IMC), which consists in a kind of synthesis of communication means and the possibility of their complementarity, by overcoming the shortcomings of some communication elements by others, which will contribute to the expansion of the range of interaction with consumers. Advertising in the marketing communications system has been interpreted as an important component of a customer engagement strategy. Possible variants of advertising supplementation by other communication means are shown, the advantages of which can offset the disadvantages in advertising communication. It is noted that the complex simultaneous use of marketing communications increases the influence and contributes to increasing the pragmatic effect of such communication. The necessity of strategic planning of communication with consideration of specific communication characteristics of each medium and possibility of interchangeability are emphasized.</em></div><p><strong><em>Key words: </em></strong><em>advertising, advertising discourse, marketing communications, integrated marketing communications, communication.</em></p>
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Duhalm, Simona. "MARKETING COMMUNICATION IN THE INTERNET." STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION, no. 13 (December 17, 2008): 39. http://dx.doi.org/10.29358/sceco.v0i13.15.

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Currently, communication becomes more complex, faster and more dynamic every day. In this context, communication switches channels on traditional media to online applications. Thus, the electronic communication threatens, if not take the physical communication. We live in the era of information and the information they seek more ways than quick, cheap and accessible spread. Among the most common methods of electronic communication including website, electronic newsletter, blog and email custom. Online marketing has its roots in traditional marketing, but branch out and in a very obvious due to a unique features: interactivity. On the Internet, communication takes place in two directions and not just one, as in traditional marketing. At the same time, sellers and buyers can complete transactions from their homes or offices, at any time of day or night. Online marketing offers the advantage of presenting the interactive promotional materials that can meet the expectations of each type of buyer. Instead of creating a single message, as happens in the promotion of mass, marketing online allows the creation of "interactive brochure" that allow potential customers to choose the information that they want to see and when they want to see. Changing consumer behavior have had thoughts of marketing people who understand that the Internet is a very effective tool to attract, retain and loyalty the customer.
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Rumm, Peter D. "Mass communication and social marketing strategies to improve men's health." Journal of Men's Health & Gender 2, no. 1 (March 2005): 121–23. http://dx.doi.org/10.1016/j.jmhg.2004.12.003.

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Hannon, Peggy, Gareth P. Lloyd, K. Viswanath, Tenbroeck Smith, Karen Basen-Engquist, Sally W. Vernon, Gina Turner, et al. "Mass Media and Marketing Communication Promoting Primary and Secondary Cancer Prevention." Journal of Health Communication 14, sup1 (May 20, 2009): 30–37. http://dx.doi.org/10.1080/10810730902806802.

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Scanu, Mauro. "The role of institutional science communication." Journal of Science Communication 05, no. 03 (September 21, 2006): C05. http://dx.doi.org/10.22323/2.05030305.

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In last times scientific PR activities are increased by number and quality. Especially in United States and, more recently, in Europe all the most important research institutions and universities have been equipped with communication officers able to circulate their own information through mass media. This is undoubtedly a positive news for science. In spite of this, it’s necessary to think about which effects can be created by marketing activity on scientific communication. In this commentary we asked some scientific professionals to tackle these problems from different points of view.
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Karwacka, Anna. "Online Marketing in Political Communication – Its Essence, Instruments, and Functions." Social Communication 3, no. 2 (December 20, 2017): 25–33. http://dx.doi.org/10.1515/sc-2017-0009.

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AbstractOnline marketing is nothing else than a model of traditional marketing in cyberspace; it is a hybrid of previous forms of mass communication. In the first decade of the 21st century, the instruments used in marketing in political communication were revolutionized by the emergence of solutions enabling the interactions of users on the Internet. This type of marketing is characterized by a range of concepts, and includes online advertising campaigns, websites, interactive social networks, video-sharing sites, which encourage users to regularly post new material, websites that enable the publication of photos, images and other files or those that are based on content provided by users i.e. Wikipedia (including blog sites). Contemporary, internetized election campaigns combine low costs with effectiveness because location no longer limits social contacts in the exchange of election-related information.
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Dastidar, Surajit Ghosh, and Srividya Raghavan. "Mountain Dew." Emerald Emerging Markets Case Studies 3, no. 8 (November 19, 2013): 1–6. http://dx.doi.org/10.1108/eemcs-07-2013-0143.

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Subject area Marketing, strategy, and integrated marketing communication. Study level/applicability The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. The case is suitable for analysis in an MBA level marketing course for the module on marketing communications/advertising and promotions. Case overview Sanjay, the regional head of PepsiCo India (eastern region), had been tasked with the preparation of a support plan for a new communication campaign of Mountain Dew, a yellow-coloured drink in PepsiCo's soft-drink portfolio. He had attended a meeting at the headquarters where he had been briefed on the new national campaign roll-out for Mountain Dew – for the first time with celebrity association. While Mountain Dew had been growing its market share in other regions of the Indian market, the Eastern region had been unresponsive to the mass media image building campaigns. During the meeting, the various aspects of Mountain Dew's performance were discussed and Sanjay was asked to prepare a support plan for the national campaign that will help to increase revenues and market share of the brand in the Eastern region. Expected learning outcomes To understand the complexities of differential impact of integrated nation-wide communications on various segments of the market due to cultural variations, to understand the role of push strategy vs pull strategy in marketing communications, to understand the role of consistency in image between the trade and consumers perception, to understand the impact of celebrity endorsements, an introduction to the HoE communication models and their applications, to understand limitations of the HoE and Think-Feel-Do models in objective setting and understanding the uses of alternative models, to build a communication plan based on pull vs push strategy. 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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Dissertations / Theses on the topic "Marketing|Communication|Mass communication"

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Luke, Brittany D. "Brand Recall of Advertisements on Twitch.tv." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10813253.

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Twitch.tv is a new phenomenon in the world of gaming and online entertainment. Advertising professionals could use Twitch.tv as a new outlet to advertise brands to their audiences. To further understand brand recall of advertisements on Twitch.tv, this thesis examined different variables such as game experience, ad placement, and ad familiarity. The Limited Capacity Model of Motivated Mediated Message Processing (LC4MP) relates to effects on viewer recall of brands in advertisements seen on Twitch.tv, as it is ultimately a new form a television and this model can help understand how its messages are processed (Lang, 2000). A 2x2 factorial design was used to determine interactions between brand familiarity and advertisement placement as well as their effects on brand recall. Game experience was used as a covariate to determine if this variable further made a difference in brand recall of advertisements on Twitch.tv.

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Gautreaux, Ryan J. "Framing the Patient Protection and Affordable Care Act| A Content Analysis of Democratic and Republican Twitter Feeds." Thesis, University of Louisiana at Lafayette, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10163326.

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This study examines the portrayal of the Patient Protection and Affordable Health Care Act (PPACA) based on the Twitter feeds of Democratic and Republican leaders. This innovative thesis provides a clear depiction of how divisive and unprecedented political cyberwarfare has unfolded within the realm of computer-mediated communications. This study also uses an original approach in its capability of identifying the political combatants of a divisive topic. This is also the first content analysis of its kind by bringing data analysis to the concepts of Entman and Kuypers, focusing on problem/solution and cause/effect rhetoric that confirms framing as a powerful political weapon. This research combines all of the above concepts and applies them to one of the most popular and current social media sites as a basis of analysis. This research also proves the value of politicians’ personal Twitter accounts when studying the general framing strategies of the respective parties.

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Qabur, Ibrahim. "FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA." Cleveland State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1528220206039982.

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Murphy, Melvin Murphy. "Internal Strategies for Assessing Organizational Communication Channel Effectiveness." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3406.

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Evolving communication technology, the increased volume of information needed by businesses, and the intensified competitive environment have made internal company communication more critical to business success. The purpose of this multiple case study was to explore strategies used by managers and leaders of 3 law firms in the Commonwealth of Virginia for assessing the effectiveness of their organization's internal communication channels. The participating firms were recognized by their peers as being exceptionally well-managed. Data from interviews and company documents were analyzed through the conceptual lens of the channel expansion theory and the use of software coding to identify patterns and themes. Three important themes emerged: informal assessment strategies, indirect assessment strategies, and efficient versus timely assessments. The first theme suggested the effectiveness of an informal assessment strategy, depending on the size and complexity of the organization. The second theme reflected the effectiveness of an indirect assessment for organizations that lack the resources to support a more direct and specific assessment process. The third theme reflected the participants' perceptions of informal and indirect assessments may be more efficient, the feedback from the assessments are often less timely. Managers may consider these themes in formulating communication policies. The findings of this case study may have implications for positive social and economic change. Small professional service firms, such as legal firms, provide important services to individuals, families, and businesses in their community.
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Estrada, Priscilla C. "Motivations Predicting Facebook Users' Engagement with Advertising| A Uses and Gratifications Approach." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10978175.

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Social media allows people to communicate and interact with friends and acquaintances around the world. This innovative avenue of advertisement is now helping companies create content and turn information into profit. This study seeks to understand the effects of social network advertisement (focusing on Facebook) on the biggest population of Facebook users. This population between 30–36 years old is highly engaged in Facebook; spending a critical part of their time on social media channels for several reasons such as: increasing their social life, networking, locating old friends, etc. Through the uses and gratifications theory, this research was able to examine the motivations behind users social media usage and how their levels of engagement in social networking sites can influence their purchase behaviors. The purpose of this study was to show the relationship between motivations for using Facebook in the age group previously mentioned and engagement/interaction with Facebook Advertising. Statistical tests were conducted to determine the relationship between elements of uses and gratifications theory and engagement with Facebook ads.

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Walker, Brittanny L. "A Content Analysis Investigating Persuasion Intent in YouTube Videos that Target Preschool-Age Children." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10815095.

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Advertising to children has been a topic of discussion for many years. In fact, the Federal Trade Commission is still researching way to better regulate advertising to children. This thesis investigates the persuasion intent as inferred from video content strategies, themes, and descriptions associated with YouTube videos that target preschool-age children posted on the Ryan ToysReview YouTube channel. With the advancement of technology and children?s growing ability to interact with technology, including social media networks, marketing and advertising professionals are finding new ways to promote toys to children during their unsupervised time on such platforms. From the research presented in the Literature Review, persuasion intent may be presented even if it is not in traditional advertising including YouTube videos. The significance of this study is to help add to the existing research that seeks to identify how YouTube videos may contribute to what scholars understand about the way children learn new skills and behavior and believe is associated with how they are being socialized into consumers. This was done to encourage change in regulatory issues by the Federal Trade Commission as well as suggest appropriate changes or updates to skills presently taught to future advertising professionals in undergraduate advertising curricula.

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Johansson, Tina, Martin Eklind, and Martin Samuelsson. "B2B Relationships in the Advertisement Business : A Study of Advertising Agency-Client Relationships." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1206.

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In the complex business environments of today, firms are in need of external expertise in order to achieve a competitive edge. The increased complexity is partly due to technological devel-opment and facilitated global access affecting most markets. Therefore, marketing activities has increased importance in a firm’s core strategy. Being able to communicate to customers in a creative and more direct way is vital in order to survive in a global battlefield. One interesting question is how one should involve external expertise in achieving successful marketing in an effective manner. There seem to be difficulties in maintaining long-term agency-client relation-ships and one could question why? Quite often one finds clear differences reflecting role defi-nition and what the parties expect of each other.

The purpose of this thesis is to analyse the relationship between advertising agencies and their clients. The authors aim to investigate how companies use external influence/advertising agencies in their marketing communication process and identify the crucial factors leading to suc-cess/failure of agency-client relationships.

A pre-study was made in order to get an understanding about the actual situation on the field, and gave us the interest in investigate the agency-client relationship. Then, a qualitative multiple case studies have been made and gave a relatively good insight in the agency-client relationship. Insight in where the relationships are lacking and where improvement is needed.

The authors discovered that why agencies and clients fail in their relationships, many times is a result of miscommunication and misunderstandings. Attitudes towards each others field of op-erating and lack of dialogue seem to be the reasons why this appears. They need to meet at a level somewhere in between the points at the present, hence need for agencies to have a deeper understanding than present client desire and for agencies to be able to adjust to client needs, and correlating their abilities. The key is communication. A lot of the improvements is up to agencies in mediating and marketing themselves in a more efficient manner than today. Advertising agencies are often failing in establishing an effective communication process with their clients.

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Chambers, Pleas R. III. "Belief based behavioral identifiers resulting from exposure to informational advertisements on the social network site Facebook." Thesis, Argosy University/Phoenix, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10115699.

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Subjective norms (family members and close friends) between the ages of 18 and 34 who were part of the SurveyMonkey Audience were part of this quantitative study. The study examined those more likely to share/retransmit the belief-based informational advertisement related messages of Corporate Social Responsibility (CSR), consumer health, and politics with/to college students between the ages of 18 and 24. For organizations to more efficiently and productively target college students with their informational advertisement related messages, they must gain a better understanding of the types of messages more likely to be previewed and shared/retransmitted by subjective norms. This study examined (a) the frequency in which subjective norms utilized Facebook to communicate with college students, (b) willingness of subjective norms toward previewing certain types of informational advertisement messages on Facebook, and (c) willingness of subjective norms to share/retransmit certain types of informational advertisement messages on Facebook. An online survey was administered utilizing a SurveyMonkey audience platform. A total of 173 participants volunteered to complete the online survey. The results indicated that the strength of the relational tie of a subjective norm was not significantly correlated to their willingness to share/retransmit informational advertisement messages. Gender of the subjective norm was a better predictor of who is more willing to share/retransmit certain types of informational advertisement messages with/to college students on Facebook. This study concluded with implications for practice and future research recommendations.

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Kanyutu, Teresia Watiri. "An integrated marketing communication framework for communicating city events in Nelson Mandela Bay." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/8477.

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In the recent past, cities all over the world have made attempts to brand themselves differently from their counterparts. These efforts have been made with the aim of improving the economic locus of the city in question and to some extent the welfare of its inhabitants. With this regard, various activities have been organised to ensure that the cities attract tourists, investors and other pertinent stakeholders. The hosting of city events is one major strategy that cities have used to trademark themselves more attractively to external stakeholders. City event planners have similarly made efforts to brand and communicate these city events in order to achieve recognition and attendance. In spite of these attempts however, studies reveal that the major stakeholders of the events: the residents, seem to be overlooked by the city decision makers during these endeavours. Integrated Marketing Communication (IMC) involves the combination of all the available communication channels and resources to convey a message to a target audience. Hence, with regard to communicating city events, the key motivation for using IMC is to generate awareness whilst communicating an effective, clear and consistent message to the target audience (residents). However, communication strategies should not be developed in isolation. It is of extreme importance that city event planners consider involving the city residents when crafting these IMC strategies. In fact, the city events planners and decision makers should bear in mind that; the major success of any city event depends entirely on the support of the city residents, who act as brand ambassadors to their social circles within and outside the city. In order for a city to successfully implement a communication strategy, it is imperative that the city understands the media consumption patterns of the residents. Various factors such as age, gender and ethnicity determine the media consumption habits of residents; and should be investigated in order to determine the most effective channels of communication to use for a particular target audience. During the early months of the year 2014, key stakeholders within Nelson Mandela Bay (NMB) resolved to improve the brand image of the NMB. These stakeholders entered into a partnership with NMMU Business School, who offered to conduct research on various themes: Brand Identity, Business Events, City Events Communication, City Events Marketing, Cultural Events and Sports Events. This study is hence based on the City Events Communication theme and its purpose is to establish the factors that determine media consumption amongst the residents and their perception towards communication with and amongst the residents of NMB. Additionally, this study sought to identify the various communication channels that are available in NMB whilst establishing which of these channels are most highly ranked by the residents. In order to achieve these objectives, both primary and secondary research were conducted. Literature was reviewed in order to create a basis for this study based on previous academic research. The background of IMC was established and the various pillars of IMC discussed. Factors that influence the choice of communication media were also identified and discussed. Thereafter, an empirical study was conducted in order to determine the factors that influence media usage amongst the residents of NMB, in addition to their perception towards communication. A total of 3,659 residents were interviewed and findings indicated that there is a strong relationship between the media usage and age, gender, ethnicity, income per household and the suburb lived. However, the strength of relationships that were observed differed amongst the various dependent variables that were created for purposes of analysing the media usage. A strong inclination towards the use of traditional media; radio and newspaper amongst the residents of NMB was identified. Equally, Public Relations (PR) emerged as an essential way for residents to create and maintain stakeholder relationships between themselves and the NMB. The residents felt that NMB should make efforts and engage with them more frequently especially with regard to communicating city events. Word of mouth amongst peers and billboards were also identified as communication media that are largely used to source for city events information, impacting greatly on the events attendance by the residents. Unfortunately, the use of New Media (Facebook, Twitter and YouTube) to source for city events information was not predominant amongst the respondents. However, with close to three quarters of the respondents having access to the Internet, there is a likelihood that residents can adopt to the use of social media as a source of city events information. Furthermore, the majority of respondents indicated that they access the Internet daily. These findings are a clear indication that the adoption and use of new media is possible if developed and implemented in a strategic manner by the major decision makers. Once the factors that influence media consumption by the residents of NMB were established, an integrated marketing communication framework was developed based on these factors and the highly ranked channels of communication. This study concluded in the development and proposal of an IMC framework for use in communication of city events to the residents of NMB. Managerial recommendations were also given which are expected to enhance the effective implementation of the proposed framework.
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Glassco, Michael Alan. "Contested images: the politics and poetics of appropriation." Diss., University of Iowa, 2012. https://ir.uiowa.edu/etd/2875.

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As a tactic of dissent and political protest, appropriation artists use commercial and government images to critique power, by subverting the intended message and displaying their critique in public spaces. Appropriation activists are revolutionary subjects, graphic agitators, and rebellious bricoleurs who engage in the tactics of guerrilla semiotics, `subvertising,' fauxvertising and culture jamming, to expose advertising imagery as a system of ideology that manufactures identity, sublimates desire, and naturalizes the construction of race, class, and gender. Their tactics also indicate the attempt to reclaim public space to address the privatization of culture and the unequal access to cultural resources. The use of images and tactics of appropriation creates a more diverse array of voices in the public sphere and opens spaces for active participatory engagement with the public to address systematic asymmetries of power. The appropriation tactics and images used by Barbara Kruger, Jenny Holzer, and the Guerrilla Girls in the late seventies and eighties, for example, addressed the normalizing representations of gender, sexuality and identity in advertising and the idealized promises of consumption. In the late 1980s and 1990s, the Billboard Liberation Front, Adbsuters, Robbie Conal, and Shepard Fairey engaged in ideological warfare over the right to own, access, produce and display appropriated images. From billboards intended for commercial advertising to the display of `subvertisements' in magazines, and the un-commercials to promote Buy Nothing Day and TV Turn off Week, these activists confront the prevailing cultural apparatuses of meaning and the political economic structures that enable their power. To capture the cynical trendsetting demographic more resistant to traditional advertising, advertisers have co-opted the imagery, style and tactics of these artists. Their tactical strikes and visual style now convey hip, new, edgy and cool brand identities. Their images have also been commodified as commercial products and institutionalized art and have become fashion. As appropriation artists and advertising agencies engage in the same tactics and use the same visual style, the lines between art, appropriation and advertising have blurred and the public sphere overcome with a pastiche of visual codes. The dissertation traces the tactics of appropriation of Barbara Kruger, The Billboard Liberation Front and Shepard Fairey as exemplars of transgression and commodification within the changing commercial conditions of neo-liberalism. Their works, tactics and strategies are emphasized as points of insight into the practices and conditions of subversion as well as the limits of hegemonic containment that reproduces the political and economic structure within which they operated. The dissertation furthers and contributes to the theoretical and methodology of critical cultural studies as it emphasizes the role of the economy and ideology in reproducing the prevailing hegemonic order. Critical cultural studies hinges on the concepts of hegemony as lived discursive and ideological struggles over meaning and communication resources within historically specific and socially structured contexts. This framework emphasizes the poetics of appropriation - the use, meaning and spaces of articulation of visual representations with the politics - the socio-economic and discursive conditions that reproduce the dominant social order.
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Books on the topic "Marketing|Communication|Mass communication"

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Derval, Diana. Wait marketing: Is it the right moment? 2nd ed. Amsterdam: Derval Research, 2009.

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Derval, Diana. Wait marketing: Communicate at the right moment at the right place. Amsterdam: Derval Research, 2007.

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Derval, Diana. Wait marketing: Is it the right moment? 2nd ed. Amsterdam: Derval Research, 2009.

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Grandcoing, Catherine. Communication et médias: Évolution et révolution. Paris: Economica, 2007.

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Moraes, Dênis de. O planeta mídia: Tendências da comunicação na era global. Campo Grande, MS, República Federativa do Brasil: Letra Livre, 1998.

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Antonioni, Stefania. Pubblicittà: Forme pubblicitarie del moderno. Milano, Italy: FrancoAngeli, 2012.

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Medienmarketing im Redaktionellen: Medienthematisierungen als Instrument der Unternehmenskommunikation von Medienorganisationen. Baden-Baden: Nomos, 2009.

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Associazione italiana di studi semiotici. Convegno. Corpi mediali: Semiotica e contemporaneità. Pisa: Edizioni ETS, 2014.

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Mellone, Angelo, Bruce I. Newman, and Patrick Butler. L'apparenza e l'appartenenza: Teorie del marketing politico. Soveria Mannelli [Italy]: Rubbettino, 2004.

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Felix, Lazarsfeld Paul, ed. Personal influence: The part played by people in the flow of mass communications. 2nd ed. New Brunswick, N.J: Transaction Publishers, 2006.

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Book chapters on the topic "Marketing|Communication|Mass communication"

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Curtin, Tom, and Jacqueline Jones. "The Use and Limitations of Traditional Marketing-led Mass Communication Techniques." In Managing Green Issues, 121–33. London: Palgrave Macmillan UK, 2000. http://dx.doi.org/10.1057/9780230509290_11.

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Puzakova, Marina, Hyokjin Kwak, Trina Larsen Andras, and George M. Zinkhan. "The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market." In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference, 180. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10864-3_97.

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Street, John. "Transforming Political Communication? The Rise of Political Marketing and Celebrity Politics." In Mass Media, Politics and Democracy, 235–60. London: Macmillan Education UK, 2011. http://dx.doi.org/10.1007/978-1-137-01555-6_10.

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"Social Marketing and Other Mass Communication Techniques." In Nutrition in Public Health, 494–529. CRC Press, 2015. http://dx.doi.org/10.1201/b19301-17.

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"Social Marketing and Other Mass Communication Techniques." In Nutrition in Public Health, 455–90. CRC Press, 2007. http://dx.doi.org/10.1201/9780203507889-19.

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"Social Marketing and Other Mass Communication Techniques." In Nutrition in Public Health, 431–65. CRC Press, 2007. http://dx.doi.org/10.1201/9780203507889.ch14.

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Topsümer, Füsun, and Dincer Yarkin. "The Strategic Planning Process of Social Media Advertising in the Context of Integrated Marketing Communication." In Handbook of Research on Effective Advertising Strategies in the Social Media Age, 148–59. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8125-5.ch008.

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With the rising number of Internet users and social media platforms, advertising found new source for flourishing. However, social media advertising contains different characteristics compared with conventional or mass media advertising. Social media advertising can provide peer-to-peer communication (instead of one-way communication as in mass media advertising). In the definition of advertising, we see that it is required to pay something for taking place in mass media, but in social media advertising, commonly there is no need for payment, if the right social networks are chosen. This chapter aims to evaluate the process of advertising planning in social media in the context of integrated marketing communication. This chapter contains detailed steps of advertising planning process in social media and comparison between planning process of mass media advertising.
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Tench, Ralph, and Gemma Bridge. "Developing Effective Health Communication Campaigns." In Strategic Communication in Context: Theoretical Debates and Applied Research, 67–86. UMinho Editora/CECS, 2021. http://dx.doi.org/10.21814/uminho.ed.46.4.

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Health communication campaigns have been used to address many of the most prevalent non-communicable disease risk factors, such as physical inactivity. Typically, campaigns are shared via mass media to reach a high proportion of the population and at a low cost per head. However, the messages shared are in direct competition with other campaigns, such as product marketing, which can result in the campaign not being seen adequately to lead to behaviour change. Moreover, as health campaigns are shared widely, the messages may not be understood or considered appropriate by certain audiences due to their broad nature. This can lead to unintended consequences, such as inadvertent social norming of the risk behaviour. To improve the success of health communication campaigns, they should be based on theory, with the theory of planned behaviour, the elaboration likelihood model, and the extended parallel process model, three of the most widely used. Such theories highlight the importance of targetting a campaign to the audience. Targetting a health communication campaign involves considering the audience in the development and dissemination of the message. Campaigns could also be co-developed with the audience in question to ensure relevance. Digital technologies such as machine learning and artificial intelligence can be used to tailor messages to the target audience effectively. Examples of targetted and broad health communication campaigns are presented.
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Al-Khaffaf, Maha M., and Hadeel J. Abdellatif. "The Effect of Information and Communication Technology on Customer Relationship Management." In Managing Customer Trust, Satisfaction, and Loyalty through Information Communication Technologies, 342–50. IGI Global, 2013. http://dx.doi.org/10.4018/978-1-4666-3631-6.ch020.

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The essence of the information technology revolution and in particular, Information Communication Technology (ICT) is the opportunity offered for companies to choose how they interact with their customers. This research paper investigates the influence of Customer Relationship Management (CRM) factors benefiting from information communication technology on (CRM) performance. The results suggest that the three elements have positive relationships with CRM performance. Questionnaires numbered at 330 have been distributed to 110 public shareholding companies (PSCs) in four economic sectors in Jordan; banking, service, industrial, and insurance. The findings further suggest that CRM performance mediates the effects of marketing orientation, IT investment and mass customization on customer network effect.
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Maibach, Edward, Lorien Abroms, and Mark Marosits. "Communication and Marketing as Tools to Cultivate the Public’s Health." In Mass Communication, 221–55. Apple Academic Press, 2011. http://dx.doi.org/10.1201/b13122-15.

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Conference papers on the topic "Marketing|Communication|Mass communication"

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Jelinkova, Martina. "USING MASS COMMUNICATION AND MASS MEDIA TO INCREASE THE EFFICIENCY OF INTEGRATED MARKETING COMMUNICATIONS OF CHEMICAL INDUSTRIAL ENTERPRISES." In 2nd International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2015. Stef92 Technology, 2015. http://dx.doi.org/10.5593/sgemsocial2015/b22/s7.126.

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Effiom Ephraim, Philip. "LOUVRE ABU DHABI: SOCIAL MEDIA IN MARKETING CULTURE." In World Conference on Media and Mass Communication. The International Institute of Knowledge Management (TIIKM), 2019. http://dx.doi.org/10.17501/24246778.2019.5105.

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Sarah Hanim Mohamad Shaiful, Puteri, Shazleen Mohamed, and Suhaimee Saahar. "PERCEIVED EFFECT OF SOCIAL MEDIA MARKETING ON MALAYSIAN FILM AUDIENCE." In World Conference on Media and Mass Communication. The International Institute of Knowledge Management (TIIKM), 2019. http://dx.doi.org/10.17501/24246778.2019.5114.

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Rizki, Ridha Amalia, and Reza Saputra. "THE YOUTH RESPONSE TOWARDS SOCIAL MARKETING CAMPAIGN OF “INDONESIA PLASTIC BAG DIET MOVEMENT”." In World Conference on Media and Mass Communication. The International Institute of Knowledge Management (TIIKM), 2018. http://dx.doi.org/10.17501/medcom.2018.4107.

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Chung, Jaihak, and Youngchan Kim. "THE DIFFERENTIAL EFFECTS OF WOM COMMUNICATION AGAINST MASS COMMUNICATION ON INDIVIDUAL CONSUMER PREFERENCE AND CONSUMER HETEROGENEITY." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.07.02.06.

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Erciş, M. Serdar, and Salih Seyhan. "A Study Of The Websites Of Advertizing Agencies In Turkey In Terms Of Marketing Communication." In Annual International Conference on Journalism & Mass Communications. Global science and Technology Forum (GSTF), 2015. http://dx.doi.org/10.5176/2301-3710_jmcomm15.9.

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Yang, Mei-ying, and Fengjin Han. "Prediction and Management Research of Hi-Tech Enterprises' Marketing Risks - An Empirical Analysis of 35 Hi-Tech Enterprises of Communication and Relevance Equipment Manufacturing Industry." In 2011 International Conference on Management and Service Science (MASS 2011). IEEE, 2011. http://dx.doi.org/10.1109/icmss.2011.5998363.

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Reports on the topic "Marketing|Communication|Mass communication"

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Clayton, III, and Ralph L. Mass Communication, Advertising, and Marketing Research at the Strategic and Operational Levels of War. Fort Belvoir, VA: Defense Technical Information Center, May 2013. http://dx.doi.org/10.21236/ada592762.

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