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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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Gavrilechko, Y. V. "Marketing communications complex of subjects of public administration." Public administration aspects 6, no. 11-12 (February 20, 2019): 5–12. http://dx.doi.org/10.15421/151868.
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The article defines the essence and features of the system of marketing communications (SMC) of the subjects of public administration. It is proposed to introduce this concept as a complex of interpersonal dialogue communications in small groups, public, organizational and mass communications, which is an element of the system of public administration and provides communication of subjects of management with their target audiences.The author justifies the classification of marketing communications in public administration. Among the main classification criteria of distribution are the following: type of communication subjects, communication goals and types of media marketing communications.The basic principles of formation of information flows in the system of public administration are determined. The main of them recognized: openness of state information; guarantee of the right to receive information; openness and accessibility of information, freedom of information exchange; authenticity and completeness of information; guarantee of freedom of expression and beliefs; the lawfulness of receiving, using, storing, distributing and protecting information, etc.The article identifies the most important reasons for the ineffective information and communicative policy of government departments. Among them: organizational; historical; resource and personnel-professional.The author substantiates the directions of improvement of the system of marketing communications of the subjects of state administration and raising the level of its efficiency. It is determined that for today, public relations, direct marketing, sales promotion and public advertising should be considered among the main means of SMC. Practice shows that at present the most effective element of SMC of public administration is public relations. First of all, this is explained by the fact that they contribute to the formation and development of well-developed and effective mechanisms of social feedback and their priorities.
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Klepek, Martin, and Halina Starzyczná. "MARKETING COMMUNICATION MODEL FOR SOCIAL NETWORKS." Journal of Business Economics and Management 19, no. 3 (November 19, 2018): 500–520. http://dx.doi.org/10.3846/jbem.2018.6582.
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The advent of social media offers yet another set of communication channels which can brand add to integrated marketing communication strategies. Contrary to online advertising available on social media where traditional advertising logic provides an adequate explanation, the content creation and dialogue on social networks still lack sufficient understanding. Consequently, there are many companies which tend to misunderstand customers communication needs within the social media landscape. The obvious reason is the lack of knowledge combined with resistance to change. To bridge this gap, there is a need for empirical research which will clarify the current communication needs of customers. To explore this phenomenon, exploratory research employing questionnaire involving 481 respondents was evaluated with factor analysis method. Identification of three factors provided deeper insights into the understanding of attitudes and behaviour of the current internet population in the Czech Republic. Social network Facebook was chosen as the most widespread not only locally but also globally. Based on this research and previous research studies on communication, a new communication model is proposed in which the element of interaction is the most important. The proposed scheme bears some novel aspects. Firstly, the content in our model is not created outside as in previous models. A social network itself provides a platform for content creation. Secondly, we expanded the physical technical environment of the social network by the abstract brand community in which not only customers but the employees form a vital part. Lastly, the data plays an important role as a valuable tool for feedback and further analysis. Data flow from customer to company enables managers to execute true mass individualisation.
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Köhler, Christine, Murali K. Mantrala, Sönke Albers, and Vamsi K. Kanuri. "A Meta-Analysis of Marketing Communication Carryover Effects." Journal of Marketing Research 54, no. 6 (December 2017): 990–1008. http://dx.doi.org/10.1509/jmr.13.0580.
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To optimally set marketing communication (“marcom”) budgets, reliable estimates of short-term elasticities and carryover effects are required. Empirical generalizations from meta-analyses of prior field studies can help guide these decisions. However, the last such meta-analysis of marcom carryover effects was performed on Koyck model–based estimates collected before 1984 and was confined to mass media advertising. The authors update and extend extant empirical generalizations via two meta-analyses of carryover estimates compiled from studies encompassing personal selling, targeted advertising, and mass media advertising, using diverse model forms, until 2015. The first is focused on and utilizes 918 estimates of the carryover proportion of the total effect, termed long-term share of the total effect, and the second focuses on 863 derivable estimates of 90% implied duration intervals. The authors find the mean long-term shares of the total effect for personal selling (.687) and targeted advertising (.650) are distinctly larger than that for mass media advertising (.523) and the corresponding median 90% implied duration intervals are 12.6, 2, and 3.4 months, respectively. The authors conclude by discussing differences by model type and the implications for marcom budget-setting and analyses.
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Tran, Huong Thi Thanh, and James Corner. "The impact of communication channels on mobile banking adoption." International Journal of Bank Marketing 34, no. 1 (February 1, 2016): 78–109. http://dx.doi.org/10.1108/ijbm-06-2014-0073.
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Purpose – The purpose of this paper is to investigate the distinct effects of different communication channels, particularly interpersonal networks, social media, and mass media on customer beliefs and usage intention in a mobile banking (MB) context. Design/methodology/approach – This study employed a combination of both qualitative and quantitative research approaches with an exploratory sequential research design in two major phases: focus groups; and a large-scale survey among 183 New Zealand young adults. Findings – The most significant influential factor of usage intention was perceived usefulness, followed by perceived credibility and perceived costs. Face-to-face communication with bank staff and close acquaintances was perceived as the most reliable and persuasive sources of banking-related information. Moreover, mass channels were considered to be more important and trustworthy than social media in the MB sector. The research results revealed that the current status of MB diffusion in New Zealand is in the latter stages (Late Majority and Laggards) of the innovation diffusion cycle. Practical implications – In light of the research findings, bank marketers can make the right decisions on marketing actions to promote MB effectively as well as develop appropriate communication policies to speed up the consumer decision process. Researchers and allied industries (e.g. mobile commercial services) could also gain benefits from applying these results to understand the impact of communication channels on consumer perceptions and behaviours towards new technology acceptance. Originality/value – The research outcomes have served to broaden the knowledge into the distinguishing influences of major communication channels on customers’ beliefs and intention to adopt new banking services.
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Schaeffer, Cristian Luis, and Fernando Bins Luce. "Da mídia de massa às novas mídias: aspectos evolutivos da comunicação em Marketing." Revista Foco 11, no. 2 (June 17, 2018): 123. http://dx.doi.org/10.28950/1981-223x_revistafocoadm/2018.v11i2.514.
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O objetivo deste artigo consiste em analisar, com base no levantamento de artigos e bibliografias da área, os aspectos evolutivos e o papel da comunicação em marketing com o surgimento das novas mídias. Foram estudados conceitos como Marketing, Mix de Marketing, promoção/comunicação, mídia de massa e novas mídias, além do impacto causado pela tecnologia. A análise dessas informações permitiu traçar um quadro geral com as principais características de ambas as categorias de mídias e os fatores que contribuíram para essa evolução, além de avaliar os desafios para a comunicação em Marketing. As novas mídias exigiram uma mudança no papel e no pensamento do Marketing, já que a comunicação impessoal cedeu espaço para a interatividade. E cabe aqui destacar que a área de Marketing está se esforçando para acompanhar essas mudanças. The purpose of this article is to analyze, based on the gathering of articles and bibliographies of the area, the evolutive aspects and the role of communication in marketing with the emergence of new media. Concepts such as Marketing, Marketing Mix, promotion/ communication, mass media and new media were studied, as well as the impact caused by technology. The analysis of this information allowed to chart a general framework with the main characteristics of both categories of media and the factors that contributed to this evolution, besides evaluating the challenges for communication in Marketing. The new media required a change in the role and thinking of Marketing, since impersonal communication gave way to interactivity. And it should be noted here that the Marketing area is striving to keep up with these changes.
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Md Harizan, Siti Haslina. "Motivations and Communication Effectiveness of Solar Energy Adoption among Malaysian Household Consumers." GATR Global Journal of Business Social Sciences Review 6, no. 3 (September 16, 2018): 67–81. http://dx.doi.org/10.35609/gjbssr.2018.6.3(1).
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Objective - This paper aims to explain the motivational drives underlying the use of solar energy and to examine the effectiveness of integrated marketing communication tools in the dissemination of solar PV information among household consumers in Malaysia. Methodology/Technique - Data was collected using in-depth interviews, participant observations, and on-site visits to participants' homes. Sixteen private household consumers who were registered with the Sustainable Energy Development Authority Malaysia (SEDA), and who were located in different regions of several states in Malaysia, were selected using purposive and snowball sampling. The data was then transcribed and analyzed by identifying the themes and commonalities of the respondents. Findings - The findings indicate that there are 4 motivating factors that lead to solar PV adoption. Those are: economic, societal well-being, environmental well-being, and knowledge/cognition. The integrated marketing communication tools found to be most effective include mass media (television), electronic media (including social media and websites) and interpersonal sources. Novelty - The study elaborates on the motivations underlying the adoption of solar energy based on the real experiences of solar PV users. The study also assesses the effectiveness of integrated marketing communication tools used by various stakeholders in promoting solar PV systems based on user feedback. Type of Paper - Empirical Keywords: Integrated Marketing Communication; Motivation; Residential; Solar Photovoltaic System; Sustainable Marketing. JEL Classification: M31, O33
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Cvijovic, Jelena, Milica Kostic-Stankovic, Goran Krstic, and Ljupce Stojanovic. "Marketing communication in the area of breast and cervical cancer prevention." Vojnosanitetski pregled 73, no. 6 (2016): 544–52. http://dx.doi.org/10.2298/vsp141020132c.
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Background/Aim. Innovative marketing campaigns and promotional activities can successfully contribute to the improvement of public health by raising the level of general knowledge about health issues and benefits that the change of habits, eradication of undesirable behaviour and regular medical controls have. The focus should be on continuous marketing communication through various mass media or direct communication between medical staff and patients. The aim of this paper was to define the role that various communication channels have in the process of informing and educating the target group in case of breast and cervical cancer prevention. Methods. The survey based on polling a sample of 2,100 female patients of the Serbian Railways Medical Centre was conducted in the period October-December 2013. The questionnaire included questions about demographic characteristics, prevention habits of women, their level of information on that topic and communication channels they prefer. Results. There is a difference among respondents? awareness level about preventive measures depending on demographic and geographical criteria. The results indicate the existence of variations in frequency of performing gynaecological examinations and Pap tests depending on different age, educational and residential groups. Although the largest percentage of women stated familiarity with the way of performing breast self-examination (78%), the majority of them had never per-formed mammography or ultrasonography (67%). The greatest number of women were informed about the possibility of preventing breast and cervical cancer by posters or brochures in health institutions (71%) and mass media - television on the first place (74%), then specialized magazines about health (48%), radio (48%), web sites about health (42%), and daily newspapers (34%). The respondents consider the Ministry of Health and health institutions as the most responsible subjects for education of women about cancer prevention, while the self-initiative was given the least importance. Conclusion. Determined informing habits of the target group, their prevention habits and attitudes on the subject should be used as the basis for planning and implementation of prevention marketing campaigns that would be the most effective.
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Ali, Nafez Nimer Hasan, and Mahmoud Allan. "The Role of Integrated Marketing Communications in Increasing the Efficiency of Internet-based Marketing among Jordanian Consumers." International Journal of Marketing Studies 9, no. 4 (July 28, 2017): 97. http://dx.doi.org/10.5539/ijms.v9n4p97.
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Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based marketing from the perspective of Jordanian customers. The variables which are employed in the current study are (communicational messaging, direct marketing, online marketing, promotion, mass media marketing and public relations). The sample of the study consisted of (349) customer from malls, commercial complexes and trading center. Through the quantitative approach and utilizing the questionnaire; the results of the study indicated there is a positive influence of IMC on the internet-based marketing within the variables of (communicational messaging, direct marketing, public relations, and mass media marketing) while (promotions and online marketing) seemed to have no influence on the internet-based marketing. The study recommends carrying out a research study that examines the influence of E-IMC on the online marketing practices through social media websites.
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Strauß, Stefan. "Vom „Global Village“ zur „Blackbox Society“? Digitale Identitäten und politische Kommunikation in Zeiten des Überwachungskapitalismus." Momentum Quarterly - Zeitschrift für sozialen Fortschritt 9, no. 2 (July 13, 2020): 85. http://dx.doi.org/10.15203/momentumquarterly.vol9.no2.p85-102.
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Digitization and social media have been changing political (mass-)communication significantly. The Cambridge Analytica data scandal underlines the strong ambivalence between political empowerment and polarization. Problems of filter bubbles, “fake news”, disinformation etc. increasingly challenge free political will formation and democracy. This paper explores how and why social media altered political communication in this respect and what role the toolbox of surveillance capitalism plays here. In the light of a structural transformation of the public it discusses how digital mass communication functions with the dynamics of social media. Based on the case of the Cambridge Analytica scandal, the paper reveals how digital identification practices, microtargeting and modern forms of persuasion marketing serve to create political impact by influencing political opinions and how this relates to mechanisms of propaganda. Finally, the paper argues for stricter regulation of political online communication and digital campaigning to counter populism.
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Amatulli, Cesare, Matteo De Angelis, Marco Pichierri, and Gianluigi Guido. "The Importance of Dream in Advertising: Luxury Versus Mass Market." International Journal of Marketing Studies 10, no. 1 (February 27, 2018): 71. http://dx.doi.org/10.5539/ijms.v10n1p71.
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Luxury companies typically follow managerial approaches that differ from those of mass market companies and, in particular, their marketing strategies are based on opposite tactics. For instance, luxury companies commonly use imagery rather than text in their print advertising as a way of allowing customers to assign their own personal meanings to the message, thus fulfilling their desire to dream. Indeed, in this current era of information proliferation, today’s consumers are increasingly less willing to process advertising information they receive as text. In this study we explore luxury communication by analyzing some luxury brands’ print advertisement and showing how luxury companies mainly communicate through images instead of text, thus creating appealing advertisements. On the basis of those results and some literature insights, we formulate some managerial propositions that mass market companies may use to start developing dream-evoking communication in order to appeal to modern consumers. In particular, we present mass market managers with suggestions about how to employ the luxury model to make their communications more aspirational than rational through imagery rather than text.
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Budzynski-Seymour, Emily, Karen Milton, Hayley Mills, Matthew Wade, Charles Foster, Dane Vishnubala, Beelin Baxter, Chloë Williamson, and James Steele. "A Rapid Review of Communication Strategies for Physical Activity Guidelines and Physical Activity Promotion: A Review of Worldwide Strategies." Journal of Physical Activity and Health 18, no. 8 (August 1, 2021): 1014–27. http://dx.doi.org/10.1123/jpah.2020-0832.
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Background: To support the strategy development for communication of the updated physical activity (PA) guidelines, the UK Chief Medical Officers’ Expert Panel for Communication was created. Methods: To help inform this process, a rapid review was performed to identify and describe how other nations are communicating their PA guidelines and PA generally. Elements of the health-enhancing physical activity policy audit tool created by the World Health Organization were used to investigate all 195 countries. Results: Seventy-seven countries had their own guidelines; 53 used the World Health Organization guidelines, and for 65 countries, no guidelines could be found. For the communication, 27 countries used infographics; 56 had government policies/documents, and 11 used a mass media campaign. Only 6 of these had been evaluated. Although many countries used infographics, there were no associated evaluations. As such, any future communication strategies should incorporate an evaluation. Mass media campaigns had the strongest evidence base, proving to be an effective strategy, particularly when incorporating aspects of social marketing. Conclusion: This review provides an insight into strategies countries worldwide have taken to communicate PA guidelines and PA promotion. These should be carefully considered when deciding how best to communicate and promote PA guidelines.
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Pop, Nicolae Al, Cristina Andrada Baba, and Raluca Năstate Anysz. "Marketing communication in Tourism Connection challenges in new service sectors." Proceedings of the International Conference on Business Excellence 13, no. 1 (May 1, 2019): 1098–107. http://dx.doi.org/10.2478/picbe-2019-0096.
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Abstract The drive for sensational, adventurous and unique experience is a growing tendency in contemporary society. Services adapt to this demand and communication is a main tool of support for these redefined services. Communication can redefine every known type of service by shaping expectations regarding interaction among parties, place of action, time of use, management methods, results and purpose of the information. The mass tourism is evolving into a variety of forms and one of the segments growing in importance is the Adventure tourism which requires, along with the complex and demanding activity, a more specific and canalized interaction on all levels and in all stages. The perception of an activity or a place, the gained support, the safety measures, emergency situations and general opinion are results of the marketing communication. This study observes the Adventure market in terms of reasons, types and trust, by leading a qualitative exploratory research and in-depth interviews with 18 actors and participants and expressing ways of adequate addressing. Romania is a newcomer on the Adventure tourism market and provides opportunities to test approaches.
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Sheau-Ting, Low, Mastura Mohd Basri Baharan, Choong Weng-Wai, and Wee Siaw-Chui. "User preferences for communication channels on energy conservation." Facilities 37, no. 13/14 (October 7, 2019): 1066–81. http://dx.doi.org/10.1108/f-05-2018-0063.
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Purpose The purpose of this paper is to identify the preferred communication channels to foster energy conservation behaviour among office building users. Energy demand from the commercial sector in Malaysia is, at 33.2 per cent, the highest after the industry sector, at 45.1 per cent. The country’s progress in actively practising energy conservation is lacking, despite various energy conservation programmes having been launched in recent years. A large amount of energy is wasted by users’ poor energy conservation behaviour. To market voluntary energy conservation behaviour, the delivery of energy conservation messages using the appropriate communication channels remains an important strategy. Design/methodology/approach This paper involves two-stage data collection. The communication categories associated with a set of channels identified from expert interview serve as the basis for the second stage of empirical data gathering using conjoint analysis. A choice-based conjoint analysis assisted by Sawtooth Software is used to analyse the 525 usable empirical data gathered from a final questionnaire survey among the office building users in Malaysia. Findings This paper has identified five communication categories associated with a total of 19 channels. The mass media is acknowledged as the most preferred communication channel among office building users in the marketing of energy conservation behaviour, while the least preferred channel to communicate energy conservation information is audio-visual media. Originality/value This study contributes to existing literature with a novel case in Malaysia office building by identifying the preferred combination of communication channels in fostering energy conservation behaviour. The findings could benefit the building managers in marketing energy conservation behaviour among office building users to effectively achieve the desired change for sustainable development.
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HUTSALIUK, O. M., N. V. HAVRYLOVA, and N. S. KRASNOZHON. "INFO-COMMUNICATIONS IN THE SYSTEM OF INNOVATIVE INFRASTRUCTURE OF THE NATIONAL ECONOMY OF THE STATE." Economic innovations 22, no. 3(76) (September 20, 2020): 159–67. http://dx.doi.org/10.31520/ei.2020.22.3(76).159-167.
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Topicality. In the current environment, the development of info-communications as part of the innovation infrastructure of the national economy is the key to successful operation not only of any enterprise but also the state as a whole. It is obvious that info-communication technologies make it possible to significantly increase the efficiency of solving various marketing, financial or digital tasks. The development of info-communication technologies and their mass introduction is a necessary condition for the development of a modern dynamic society. Aim and tasks. The purpose of the study is to consider and analyze marketing, financial and digital technologies that affect the development of info-communications in the system of innovation infrastructure. Research results. The development of info-communications in the country and the introduction of new technologies in all spheres of public life, the activities of executive bodies and local governments, business, households are considered as priority areas of public policy. The market of info-communications is in a state of active formation and should become the basis for participants in building an information society in Ukraine. It is important to solve the problem of providing participants and its subjects with complete and reliable information on all areas of activity to support management decision-making processes, promote statehood, increase productivity of social production of products and services based on large-scale use of information technology, growth of economic potential socio-economic and environmental conditions of human life. Of particular importance are marketing information flows, which depend on the system functioning of the enterprise and information interaction with suppliers and customers. The main components of info-communications in the system of innovation infrastructure at the national level are considered in the article. The necessity of development of info-communications in the system of innovation infrastructure is substantiated. The financial, marketing and digital components of info-communication, which will ensure the development of the national economy, are analyzed. The strategy of info-communication development in accordance with the principles of digital technology reform is considered. Conclusion. These strategic objectives of creating a modern innovation system, which will include technology and science parks, venture funds, technology transfer networks, etc., require the introduction of public-private (public-private) partnerships in the innovation sphere and should be aimed at legislative establishment of incentives for new industries , as well as companies in the field of info-communications.
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Bodkin, Charles D., and Thomas A. La Salvia. "The Impact of Aids Information Sources: A Comparison of Strategies to Target Intravenous Drug Users." Social Marketing Quarterly 2, no. 3 (October 1995): 9–17. http://dx.doi.org/10.1177/152450049500200302.
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Injection drug users (IDUs) are the second largest group of people with acquired immunodeficiency syndrome (AIDS) in the United States (CDC, 1994, June). Social marketing campaigns currently utilize both empirical-rational and normative re-educative strategies. Empirical-rational strategies suggest that people follow their rational self-interest. Normative re-educative strategies suggest that people change their individual behavior when they believe that there has been change in the norms, values, and habits around them. Both of these strategies make assumptions concerning the use of communication sources to change beliefs and behavior. Utilizing an empirical-rational strategy would suggest emphasis on mass communications (e.g., television, radio, newspaper); while normative re-educative strategies make use of personal communications (e.g., outreach workers, role play, and group discussion). The purpose of this paper is to compare these strategies by examining the impact of AIDS communication sources on the beliefs and behaviors of IDU's prior to and during drug use and sexual activity.
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Al-Khaffaf, Maha M., and Hadeel J. Abdellatif. "The Effect of Information and Communication Technology on Customer Relationship Management." International Journal of Customer Relationship Marketing and Management 2, no. 4 (October 2011): 67–75. http://dx.doi.org/10.4018/jcrmm.2011100105.
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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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Prynko, Mariana, and Joanna Chudzian. "The features of marketing mix for non-profit organisations." Annals of Marketing Management and Economics 3, no. 1 (June 30, 2017): 89–107. http://dx.doi.org/10.22630/amme.2017.3.1.9.
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This article examines the concept of marketing mix for non-profit organisations. The authors suggest the use of “4Cs+people”, the elements of which include: consumer solution (mission, sphere of influence, role within the sphere of influence, representing common interests and advocacy, values for target audiences within the sphere of influence, goods and services offered for members, recipients and groups in the wider society), consumer cost (for members, volunteers, clients – service recipients, people and companies making individual financial and in-kind donations, organisations’ own employees, the mass media and legislators, employees of large international foundations and society in general), convenience (the place and means by which events are conducted), communication (advertisement, PR, communication strategy, communication style, how easily information can be found) and people (professionalism, attitude to people and job). We believe that this concept represents special features of the service sphere in general and of non-profit organisation operations in particular.
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TAI, Yu-Nan, and Hong-Cheng LIU. "Effects of Online Social Interaction and Social Capital on Brand Relationship Quality in Medical Tourism Industry." Revista de Cercetare si Interventie Sociala 73 (June 15, 2021): 350–62. http://dx.doi.org/10.33788/rcis.73.23.
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The emergence of Internet media allows brands breaking through the one-way communication model of mass media in the past and reinforces the circular dialogue mechanism through the interaction of Internet media to precede one-to-one communication through text dialogue, where the affective connection generates in the interaction process. Many enterprise brands start to utilize social media as the new interactive communication platform for consumers selecting the required message communication needs. The two-way communication with brands is enhanced through social interaction to build and maintain the relationship, sustain existing consumers’ loyalty to create the maximal profits of each consumer, and more efficiently contact new consumers in the constantly expanding relationship network to achieve relationship marketing. Aiming at the members of Internet fan pages of medical tourism industry, as the research objects, random sampling is applied to distribute 500 copies of questionnaire in this study. Total 392 valid copies are retrieved, with the retrieval rate 78%. The research results show significant correlations between online social interaction and social capital, social capital and brand relationship quality, and online social interaction and brand relationship quality. According to the results to propose suggestions, it is expected to provide practical strategies and development reference for future medical tourism industry brands managing and sustaining the exclusive pages on social network site in the constantly emerging marketing channels.
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Ovrutsky, Aleksandr. "Information Policy as Communication Concept." Theoretical and Practical Issues of Journalism 9, no. 2 (May 27, 2020): 307–24. http://dx.doi.org/10.17150/2308-6203.2020.9(2).307-324.
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The article is aimed at reviewing and comparing the key aspects of information policy, and describing it as a communication concept. The author extrapolates Eugen Rosenstock-Huessy`s model on the object field of information policy. The topicality of the research is determined by the necessity to study the emergence of a new informational society, mediatization of politics, the development of information policy and its institutionalization, information management techniques in the context of artificial intelligence development, as well as by the interdisciplinary character of the phenomenon. The author defines the terms information, social information and information policy, compares and analyses various approaches to interpreting them, shows differences in understanding purposes, functions and components of information policy, and gives the examples of a lateral and a unilateral approaches to defining information policy. The author also determines three concepts of information policy, namely, press relations service, marketing concept, and Rosenstock-Huessy`s dialogic concept. In this context, the author specifies four correction discourses relevant in information policy practices (Unity, Faith, Power, and Respect), and infers that Rosenstock-Huessy`s concept provides for forming strategic framework for implementing information policy, and journalism in this context is interpreted as a discourse technique of social construction. The key inference suggests that an information policy is aimed at constructing and structuring information landscape, production of meaning and images, and correcting the mass consciousness. Communication campaigns are vied as actions within an information policy.
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Gawroński, Sławomir, and Ilona Majkowska. "Marketing Communication of the Catholic Church – a Sign of the Times or Profanation of the Sacred?" Studia Humana 7, no. 2 (June 1, 2018): 15–23. http://dx.doi.org/10.2478/sh-2018-0007.
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Abstract The Catholic Church – though in popular opinion it is sometimes treated as a stronghold of conservatism, traditionalism, suspicion of progress and novelty, it changed significantly in the second half of the 20th century and continues to change its attitudes, especially in terms of the use of social communication and attitude to the media mass. The Church’s growing openness to media relations and the use of a rich instrumentation of social communication has become one of the reasons for the growing popularity of market orientation among the clergy and active believers, which opens opportunities for the development of the concept of a specific sectoral marketing formula of church marketing. In this article the authors search for the causes of the progressive phenomenon of the marketization of religion, present examples of the activities of the Polish Catholic church, inscribed in the church marketing trend, as well as define the negative consequences resulting from its dissemination. The applied research method is based on the literature analysis and case studies analysis.
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Žák, Štefan. "The Identification of Innovative Research Methods and Techniques Utilized in Marketing Research in the Digital Era." Studia Commercialia Bratislavensia 8, no. 29 (June 1, 2015): 139–52. http://dx.doi.org/10.1515/stcb-2015-0013.
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Abstract The current technological advancement and the mass utilization of information and communication technology create a milestone in the way marketing research is conducted. The presented scientific contribution focuses on the identification of innovative research methods and techniques, which have the highest degree of applicability in the process of marketing research in the near future. The aim of this paper is also to predict the changes that are going to affect the development of marketing research in the near future, based on an analysis of the current status in comparison with the results of an own scientific study.
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Werina, Indria Flo. "STRATEGI KOMUNIKASI KAMPANYE PRODUK SOSIAL VALUE DAN PRACTICES TENTANG ASI EKSKLUSIF TERHADAP TARGET MARKET PEKERJA." Jurnal Ranah Komunikasi (JRK) 1, no. 2 (December 3, 2017): 21. http://dx.doi.org/10.25077/rk.1.2.21-32.2017.
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The social product of Exclusive ASI in Social Marketing is value and practices on Exclusive Breast Milk. ASI is only owned by the mother for her baby. Lactation Center Indonesia sebgai one of the organizers of breast milk campaign in Indonesia, continue to conduct exclusive breastmilk pemasyarakatan. This study aims to describe the communication strategy of Exclusive Breastfeeding campaign by the Lactation Center of Indonesia in an effort to socialize and improve the value and practices of ASI as a social product to the target market workers. Various communication strategies are carried out, among others, by communicator strategy, audience strategy, message strategy, channel choice strategy, and cultural contex strategy. SLI in socializing exclusive breastfeeding chooses personal / group communication channels by way of counseling and lecture / seminar training, besides mass communication channel utilizing broadcast media in reaching a wider audience, also print media and internet. Counseling training participants are open to anyone, mothers, health workers, hospitals / birthplaces and all those concerned about exclusive breastfeeding. In addition to the strategy of seminars / lectures, invited participants from government representatives, parliament, religious leaders, adat leaders, community leaders, Posyandu cadres, PKK and others are all expected to do two step flow communication to the community, this is considered influential as a decision maker or opinion leader. In addition, socialization is done through audio visual mass media, print media and internet as an effort to reach wide target market.
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Chowdhury, A. H. M. Ehsanul Huda, Sara Sarwari, and Waleed Khan Chowdhury. "Customer Relationship Marketing Focusing on Providing Benefits to Students and Mobile Service Providers." International Journal of Applied Behavioral Economics 2, no. 4 (October 2013): 25–35. http://dx.doi.org/10.4018/ijabe.2013100102.
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This article investigates the extent to which communication impacts on relationship marketing and whether improved communication can result in sustainable long-term relationships. It proposes a continuing process that would not only primarily facilitate the mass student community of the university but also specifically provide aid to every individual pupil’s requirements during their term in each enrolled semesters. The solution is meant to help the student community to stay in pace with their educational calendar besides enjoying the privilege to be entertained with the most effortless and economical communicating tool within the university community. This is expected to enrich each individual’s knowledge by initiating a new route to tie with one another besides serving all other regular needs for communicating with the rest of the world. This is a quantitative descriptive study where the survey method is employed using a simple random sample by using university students of AIUB who uses cellular phone. The findings indicate that this research will enhance not only the life of its pupils but also improve the procedures and formalities that it needed to carry out to serve the students. The commencement of the service will not only ensure the simplicity of the existing students but would also facilitate those particular students who are concluding their studentship.
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Nagyová, Ľudmila, Patrik Rovný, Jana Stávková, and Ľudmila Majchrovičová. "Assessment of the use level of direct mail in the V4 countries." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 57, no. 6 (2009): 169–78. http://dx.doi.org/10.11118/actaun200957060169.
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The aim is to assess the possibilities of future developments of Direct Marketing in the Visegrad group. Particular attention is paid to the fact that even when there is a single political grouping of states, which between them reported psychological closeness, there are differences between them, to be taken into account. Significant differences are primarily in consumer attitudes and preferences, their purchasing decisions as well as acceptance of the various tools of communication mix.Direct Marketing is form of marketing communication aimed on exact selection of target group and its effective addressing. Contrary to the Mass Marketing, each customer is addressed individually and directly, and databases of potential or regular customers are used. One form of Direct Marketing is Direct Mail. It is the oldest and most advanced tool of Direct Marketing. Also called mailing, it is the most important tool of Direct Marketing.The country with the highest amount of delivered mailings is Czech Republic. Up to 82% of respondents indicated that Direct Mail receives often or very often. In Slovak Republic, Poland and the Czech Republic, more than half of respondents read the received mailings only occasionally. Significantly overwhelming majority of Slovaks, Czechs and Poles responds to the delivered mailings by checking out the sender’s web site firstly, or establishing the contact via e-mail. Hungarian respondents prefer answer sheet the most.
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Billard, Thomas J., and Rachel E. Moran. "Networked political brands: consumption, community and political expression in contemporary brand culture." Media, Culture & Society 42, no. 4 (August 18, 2019): 588–604. http://dx.doi.org/10.1177/0163443719867301.
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This article synthesises theory from the fields of marketing and communication to understand how the practices and outcomes of branding have evolved into systems of symbolic expression and community building. Through an exploration of parallel theoretical models of branding and mass communication, we posit a new theory of ‘networked branding’ that better takes into account how communicative power is distributed within a brand culture that is heavily mediated by networked communication technologies. Applying this theory of networked branding to the realm of politics we explore the ambivalent outcomes of branding in relation to capitalism and civic culture. Through an interrogation of two examples of networked branding from the political realm – the successful presidential campaign and subsequent administration of Donald Trump and the co-optation of the National Park Service’s brand by activists rallying against the Trump administration – this article explores how branding is utilised within politics as a platform for communication and social organisation. Drawing on the affective, interactive and social dynamics of modern mediatised branding, we interrogate the powers and limitations of consumer agency in contemporary brand culture.
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Pratami, Rezki, and Afrina Sari. "Korean Celebrity Brand Ambassador as a Strategy to Increase Sales of PT. Shopee Indonesia (Study: “Gfriend” In Shopee 11.11 Big Sale)." Mediator: Jurnal Komunikasi 13, no. 2 (December 26, 2020): 249–62. http://dx.doi.org/10.29313/mediator.v13i2.6090.
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This article examines PT. Shopee Indonesia's strategy in increasing sales with Korean celebrity brand ambassadors. Theory used is the integrated marketing communication theory by Kotler & Armstrong (2008) and brand ambassador concept owned by Rossita & Percy (2005). Data analysis is with observation, documentation and interviews of 4 informants by applying case study methods. The results showed choosing GFRIEND as the brand ambassador of Shopee 11.11 Big Sale campaign resulted in the sale of 70 million items sold on November 11, 2019, and sales tripled in the first hour compared to 2018. By running four of eight integrated marketing communication models by Kotler & Armstrong (2008) such as sales promotion, advertising, interactive marketing, and also events and experiences conducted through both mass media, online media, and social media resulted in a third quarter achievement of 2019 PT. Shopee Indonesia increased by 261,1% or equivalent to 257,2 million dollars, as well as Gross Merchandising Value (GMV) of 69,9% or equivalent to 4,6 billion dollars compared to 2018. This means that making GFRIEND as a brand ambassador Shopee 11.11 Big Sales is the right strategy and successfully brings PT. Shopee Indonesia to a significant increase in sales.
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Condeza Dall'Orso, Ana Rayén, Pablo Matus Lobos, and Enrique Vergara Leighton. "Stereotypes and Sexualization of Girls and Adolescent Girls in Chilean Advertising: A Case Study." Tripodos, no. 50 (July 1, 2021): 187–204. http://dx.doi.org/10.51698/tripodos.2021.50p187-204.
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This article presents a case study about three underwear and footwear advertising campaigns aimed at girls and adolescents in the context of the promotion of the back-to-school season in Chile in February 2020. The adverts caused social and media controversy. Social media users accused the brands of sexualizing children and adolescents’ images for marketing and commercial ends. Based on an interpretative analysis of the graphic pieces involved in the campaigns, this article reflects on the representation of girls and adolescent girls. This research observes a resort to female gender stereotypes char- acteristic of the fashion industry extended to childhood. Considering that advertising is one of the main discursive axes central in the social and media construction of infancy, we discuss the risk of normalizing communication strategies which appeal to the increasingly earlier seduction and erotization of infant and adolescent bodies through mass media despite prevailing ethical and self-regulation codes in the country.
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Kitchen, Philip, and Marwa E. Tourky. "Communications at a crossroads: what place for integrated marketing communications in a post-Covid-19 landscape?" Revista de Estudios Empresariales. Segunda Época, no. 2 (December 22, 2020): 7–17. http://dx.doi.org/10.17561/ree.v2020n2.1.
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Integrated marketing communications (IMC) are a core part of business success in the 21st century, but are facing exceptional challenges, some of which predate the devastation wrought by the COVID-19 pandemic. The various stages of IMC offer rich potential to enhance marketing techniques, harness the power of data analytics and build brand success. However, while most firms would claim to be deploying IMC, many are offering little more than sales-orientated mass marketing, having failed to move beyond the most basic form of its operation (Stage 1). Amid shrinking economies and slashed marketing budgets, even the minority of firms that has moved into Stage 2 (targeted marketing exchanges), Stage 3 (the application of information technology), Stage 4 (information-led communication planning), or even the putative Stage 5 (fully integrated marketing) now risk reverting to Stage 1. It is therefore critically important to develop an advanced understanding of IMC and its potential. Equally significant is the need to address the global trend towards focusing on attracting customers while neglecting post-purchase experience. A twin approach of successfully harnessing all the stages of IMC while also paying full attention to customer retention will maximise the chances of building brand success in the current challenging climate.
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Kehrer, Michaela. "Transnationale Konsumgüterunternehmen in Ägypten." PROKLA. Zeitschrift für kritische Sozialwissenschaft 35, no. 138 (January 1, 2005): 73–89. http://dx.doi.org/10.32387/prokla.v35i138.45.
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The marketing strategies of transnational corporations operating in the field of consumer goods in contemporary Egypt are analyzed and the interrelations between rural marketing and consumer intifada are explored. The question is raised whether the homogenization scenario of local consumer cultures in the sense of a coca-colaization process is coming into shape. On the contrary to the mainstream assumption, it is stated that since the last decade corporate communication and product policies in their effort to conquer the Egyptian mass market have been increasingly taking cultural spheres of meaning into account. Different indicators show that the relevance of producing and marketing standardized goods has been diminishing as compared to the centrality of adapting global products to the local setting with its various cultural and political components.
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Hofman-Kohlmeyer, Magdalena. "CUSTOMER ENGAGEMENT WITH A BRAND IN THE CONTEXT OF SOCIAL MEDIA." CBU International Conference Proceedings 5 (September 22, 2017): 172–77. http://dx.doi.org/10.12955/cbup.v5.920.
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Nowadays, a strong brand is one of the most valuable assets of a company. In order to obtain this asset, the growing ranks of enterprises decide to include social media in their marketing strategy. Social media gives the possibility to have customers highly engaged with a brand. The present article is aimed to give an outlook on the process of building customer engagement in a brand throughout social media. The presented approach is based on a literature review.INTRODUCTION: The meaning of social media in engaging customers is widely acknowledged. In order to building a strong brand and make current customers loyal, the growing ranks of managers decide to include social media in their marketing strategy.OBJECTIVES: The present article is aimed to give a theoretical outlook on engaging a customer with a brand throughout social media.METHODS: To achieve the assumed goals the author presents a literature review.RESULTS: The literature review offers some directives on how to make customer engage with a brand, information on how this process should proceed and information about the profits which can the brand obtain.CONCLUSION: Social media gives an opportunity to make customers highly engaged in a brand. The building of customer engagement throughout social media takes place through the following process: connection, interaction, satisfaction, retention, commitment, advocacy and customer engagement. Social media is also treated as a source of mass communication. One-to-one communication between stakeholders and firm-to-firm communication exert a positive impact on brand trust. In terms of customer-to-customer communication, there are some doubts. The authors also indicated the vital role of content quality and the occurrence of negative conversations on the fan page.
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Tomazic, Tina. "The Importance of Social Media from the Wine Marketing Perspective." Lex localis - Journal of Local Self-Government 15, no. 4 (October 25, 2017): 827–44. http://dx.doi.org/10.4335/15.4.827-844(2017).
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Mass media have never in their history had such a strong impact as they have right now, mainly due to the emergence of new technologies, which have become an important part of the marketing strategies of the wine industry around the world. This paper explores the impact of the information and communication society in social media in the light of the local governments of various countries input in the field of the wine industry. We find that social media allow users to use them free of charge, while paid advertising is an additional cost. The results can also be measurable, which allows the companies full control over the effectiveness of their marketing strategies, but the successful wine companies must use and exploit the social media as important marketing channels.
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Gong, Shiyang, Wanqin Wang, and Qian Li. "Marketing communication in the digital age: online ads, online WOM and mobile game adoptions." Nankai Business Review International 10, no. 3 (August 5, 2019): 382–407. http://dx.doi.org/10.1108/nbri-12-2018-0073.
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Purpose This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle. Design/methodology/approach This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China. Findings The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage. Practical implications This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle. Originality/value First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.
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Serazio, Michael. "How news went guerrilla marketing: a history, logic, and critique of brand journalism." Media, Culture & Society 43, no. 1 (July 8, 2020): 117–32. http://dx.doi.org/10.1177/0163443720939489.
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For decades, product placement and branded content have invaded more entertainment-oriented media forms; today, the rise of brand journalism (i.e. native advertising and content marketing) suggests that advertisers are now targeting news as a genre for commercial schemes. This article examines that practice through a critical analysis of advertising industry discourse including 28 in-depth interviews with brand journalism practitioners in the United States along with a decade of trade press coverage. It sketches the first historical trajectory of brand journalism and contextualizes the media industry factors that motivate participants’ exploration of it as a promotional vehicle. Drawing upon guerrilla marketing theory, this article further documents how brand journalism evinces a fundamental commercial self-effacement at its core – in mimicking journalistic style and substance – and thus portends a redefinition of advertising as a visible mass communication form.
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Syaukat, Rosidah, and Ekky Imanjaya. "Film sebagai Media Social Marketing: Yasmin Ahmad Berjualan Ide Multikulturalisme." Humaniora 2, no. 1 (April 30, 2011): 634. http://dx.doi.org/10.21512/humaniora.v2i1.3077.
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Film is a message disseminating media and also mass communication tool. This statement sometimes appears when we are in film study. Film, and media in general, could be an effective propaganda. As a media, film could be used as a media to promote community awareness towards goodness issues. The question is how far we could consider film as one media to social marketing? The article discusses whether we could consider film as social marketing media. If it could be considered, what kind of films and how. Researcher took case study of Yasmin Ahmad’s films, Malaysian’s director, to analyze social marketing inside. All Yasmin’s films that could be analyzed in this research consist of multiculturalism issue, covered by love story or family issues. Hopefully this article is becoming a beginning study so other researchers could analyze films and film-makers in Indonesia.
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Toledo, Luciano Augusto, and Felix Hugo Aguero Diaz Leon. "Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities." Innovation & Management Review 16, no. 4 (October 21, 2019): 344–56. http://dx.doi.org/10.1108/inmr-06-2018-0040.
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Purpose It has been verified that companies are using crowdsourcing to carry out tasks related with the market, concentrating on three main areas: product development, advertising and promotion and market research. This study aims to carry out qualitative research using the case study method. The analysis unit that will be used will be marketing activities based on crowdsourcing. Finally, the study subjects used to understand the phenomenon are Coca Cola, PepsiCo, Netflix and Amazon. Design/methodology/approach For this study, the decision was made to use the case study method due to its qualitative character. Thus, the analysis unit of the study is composed of the activities of the company investigated related to the activities of the marketing information system. For this study, a unique case study was used. The object companies were Coca Cola, PepsiCo, Netflix and Amazon. Findings A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is ever more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions. Research limitations/implications The study presents some limitations that give rise to the opportunity to embark on future studies. As it is an exploratory study, there was no validation of causality between variables, which may diminish the empirical value of the findings. In this context, the sample is small and non-probabilistic, which on one hand made applying the interviews in the field study viable, but on the other does not enable the results to be generalized. Practical implications The transfer of power to crowds of consumers has led to a reduction in costs. This combination of innovative and cost reduction constitutes value innovation, a basic factor for customer retention, standing apart from the competition and obtaining appreciable results, thus reducing mortality. Social implications A collaborative action is an integrated marketing and communication action. In the same way, using bloggers to evaluate products today is a basic form of research and development, networking and communication with consumers, who become co-creators of products and services, as well as interlocutors with those responsible for corporate communication. Originality/value A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is even more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions.
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Jain, Varsha, Subhadip Roy, and Ashok Ranchhod. "Marketing brand Aava: not as simple as water." Emerald Emerging Markets Case Studies 3, no. 6 (November 14, 2013): 1–15. http://dx.doi.org/10.1108/eemcs-05-2013-0062.
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Subject area The present field-based case study is related to topics in marketing area, more specifically brand management, strategic marketing and business strategy. Study level/applicability This case is primarily meant for second-year students in a postgraduate program in business management (MBA). The case could also be discussed in an executive development program on marketing/business strategy. Case overview The present case is based on Aava natural mineral water, the brainchild of Mr Behram Mehta, Chairman of Shelpee Enterprises. The case explores at the various marketing strategies adopted by Aava in India. The case traces the brand's foray into the Indian bottled water market as a regional players and its growth as a pan Indian brand. However, in early 2012, the majority of Aava's sales were coming through institutional sales. The brand was facing a challenge of trying to find a foothold in the retail market. The balance between becoming a mass and a premium brand was also looming large. The major question that Aava needed to answer is whether it should restrict itself to the B2B market or whether it should try to penetrate the retail market. Given the latter is more beneficial for the company, the issues of product, pricing and brand communication needed to be revisited since these are not similar for B2B and B2C brands. Expected learning outcomes The various learning outcomes of the case include: understanding the differences between B2B and B2C marketing and the need for different strategies for both, apply marketing research findings to introduce a product in a market, evaluate and execute marketing communication strategies based on human behaviour for more effectiveness, evaluate alternatives leading to the right choice of branding/marketing strategy, understand the role of 4Ps of marketing for successful business and industry analysis. 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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Saragih, M. Yoserizal. "Law, Journalistic Profession and Mass Media Ethics." Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences 4, no. 2 (May 19, 2021): 2532–40. http://dx.doi.org/10.33258/birci.v4i2.1957.
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In law and mass media studies, morals and ethics are linked to the obligations of journalists, such as; the implementation of journalistic code of ethics in every journalistic activity is subject to legal institutions and regulations to carry out with good etiquette as the provisions in the law, which are a set of principles and rules that have generally been accepted and approved by the public. In this regard, ethical principles for the journalistic profession provide a legal basis for managing news in the media in an orderly manner in the relationship between legal subjects. In developments in media institutions in Indonesia, the aspects of share ownership in the media (leadership), economics and media marketing will greatly determine the ideology that is promoted by the media, where this ideology, if it leads to a political economy approach, will create media actors who are less familiar with communication ethics. Communication ethics here are positioned as mere instruments and become less meaningful in determining program content, program quality and media actors' respect for human rights that are represented by individuals as sources of information. This choice raises communication ethics on media actors who are considered to have experienced a reduction. Media players as a profession have taken a shortcut by referring to the principle of benefit, prioritizing the principle of benefit in its coverage and news, which is also paradoxical with the professional ethics it carries. To make matters worse, the absence of respect for the presumption of innocence in the name of the public's interest in obtaining information will increasingly make the mass media and media actors as dominant persons in reconstructing and manipulating social reality. Up to this point, the choice of the tendency to interpret the political economy approach or the ethical approach, in fact both of them do not have obvious legal implications, all of them are returned to each individual who is involved in activities in mass media institutions.
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Garcia Henche, Blanca. "Urban experiential tourism marketing." Journal of Tourism Analysis: Revista de Análisis Turístico 25, no. 1 (April 9, 2018): 2–22. http://dx.doi.org/10.1108/jta-01-2018-0002.
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Purpose The theoretical framework of this study focuses on the trends towards experiential tourism and new communication channels in the tourist sector. The specific areas of action that are covered in this research work focus on: a definition of experiential tourism, an analysis of markets as a resource of experiential tourism and communication strategies and the use of social media by the markets of Madrid to interact with the new experiential consumer. Design/methodology/approach This paper is arranged as follows: first, a review of the documents on new tourist sector trends towards the demand of experiential tourism, on marketing 2.0 and on social media has been carried out; second, communication strategies of the food markets seen as tourist resources are described herein, including results of the research in the use of social media; and finally, conclusions of the study are developed. Findings According to the conceptual approach and after reviewing the documents cited in this paper, it is possible to conclude that food markets are tourist resources that shall be exploited as “experiential providers” for a market niche that is increasingly demanding and expects to have a “tourist experience”. The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. Research limitations/implications Although this work represents an in-depth study of the food markets analyzed, the research could be extended to other markets or to other cities that are also working with markets as experiential tourism resources, though not in a structured design as in Madrid. Practical implications This work is different from previous studies for several reasons. In the first place, food markets are integrated as elements for the study of experiential tourism as tourist resources, and second, commercial interaction and other types of productive activities in urban centers are considered. In particular, social relations and collaboration between small retailers in markets, their managers and the institutions responsible for tourism management in the city of Madrid are barely analyzed in the literature. This includes the collaboration between public (Madrid City Council), cultural and business institutions (Madrid Fusión and Gastrofestival), hospitality and other businesses (established in the food markets) to promote cultural experiences and historic tourism. Social implications The performed study has several implications for employers and policymakers. As historical, cultural and experiential tourism are growing trends throughout the world, new tourist consumer profiles must be analyzed. There are new groups of tourists looking for unique experiences and “local” activities, eager to visit renovated urban historical centers with a developed experiential leisure offer. This tourist activity facilitates the rebirth of the traditional food markets and promotes the creation of jobs and new opportunities for traditional businesses as shown in the present case study focused on the markets of Madrid. Originality/value The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. The role played by food markets in the creation of an experiential tourism offer in Madrid and the communication strategies generated by them is described in this research. This study not only sheds light on the changes undergone by the tourist demand, specifically urban tourism but also it helps understand some of the strategies that big tourist cities are implementing in historic centers to reduce the risks of mass tourism.
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Selaković, Marko, Anna Tarabasz, and Monica Gallant. "Typology of Business-Related Fake News Online: A Literature Review." 11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 11, no. 1 (December 9, 2020): 76. http://dx.doi.org/10.35609/gcbssproceeding.2020.11(76).
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Internet and social media, as highly interactive platforms, enable two way-communication and content generation which was unprecedented in history. In the past, the media were decisive about content that should be presented, and what public impact it might have (Giessen, 2015). User-generated content provided an opportunity for single Internet users to reach large audiences in the same way as content originating from the traditional mass-media. Web 3.0 and Meta Web introduced a new myriad of available solutions and opportunities (Tarabasz, 2013). Smart technologies and integration networks of Web 4.0, with an ability to detect intentions and goals of the users and offer solutions based on users` preferences and habits (Benhaddi, 2017) are opening an entirely new dimension of the social media: digital identity becomes part of the identity of the Internet users. Keywords: Fake News; Crisis Communications; Online Communications; Management Research; Marketing Research
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Lathrop, Julia Tait, Douglas A. Jeffery, Yvonne R. Shea, Peter F. Scholl, and Maria M. Chan. "US Food and Drug Administration Perspectives on Clinical Mass Spectrometry." Clinical Chemistry 62, no. 1 (January 1, 2016): 41–47. http://dx.doi.org/10.1373/clinchem.2015.244731.
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Abstract Mass spectrometry–based in vitro diagnostic devices that measure proteins and peptides are underutilized in clinical practice, and none has been cleared or approved by the Food and Drug Administration (FDA) for marketing or for use in clinical trials. One way to increase their utilization is through enhanced interactions between the FDA and the clinical mass spectrometry community to improve the validation and regulatory review of these devices. As a reference point from which to develop these interactions, this article surveys the FDA's regulation of mass spectrometry–based devices, explains how the FDA uses guidance documents and standards in the review process, and describes the FDA's previous outreach to stakeholders. Here we also discuss how further communication and collaboration with the clinical mass spectrometry communities can identify opportunities for the FDA to provide help in the development of mass spectrometry–based devices and enhance their entry into the clinic.