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Journal articles on the topic 'Mobile advertising marketing channel mix'

Author: Grafiati

Published: 9 September 2021

Last updated: 29 July 2025

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1

FARENIUK, Yana, and Galyna CHORNOUS. "PRINCIPLES OF EFFECTIVE PLANNING OF ADVERTISING ACTIVITY IN THE 21ST CENTURY." Economy of Ukraine 2023, no. 2 (2023): 55–72. http://dx.doi.org/10.15407/economyukr.2023.02.055.

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The paper contains a description of the key twelve principles of advertising planning, which can be used in the period of media strategy preparation. Such principles will help to solve the tasks of media mix selection and strategic work with different advertising tools. The aim of the research is to determine the key principles of effective planning of advertising activity, which will be actual for media planning in the 21st century. The main principles of ad planning contain reach maximization, multi-media mix increases synergy effects, online plus TV as these communication channels perfectly

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Рвачева, А. С., С. М. Чавлинова, М. С. Булуктаева, et al. "The role of advertising in mobile applications." Экономика и предпринимательство, no. 10(135) (January 10, 2022): 770–75. http://dx.doi.org/10.34925/eip.2021.135.10.147.

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На сегодняшний день вовлеченность потребителя в виртуальное пространство принимает колоссальные масштабы, а каналы это вовлечения являются сложным миксом, состоящим из вещания, печати, веб-технологий и мобильных сетей. В этой связи реализация маркетингового плана компании должна носить комплексный характер, оперируя комбинациями из старых и новых подходов. Мобильный телефон обладает высоким уровнем персонализации, а количество пользователей, как смартфоном, так и различных видов мобильных приложений стремительно растет, поэтому становится весьма актуальным изучение и анализ роли мобильных прил

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Wu, Kaiqi. "Marketing Strategy Evaluation and Recommendations for Casetify: Personalized Phone Cases in the Chinese Market." Advances in Economics, Management and Political Sciences 166, no. 1 (2025): 107–12. https://doi.org/10.54254/2754-1169/2025.20891.

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Casetify specializes in personalized, fashionable, and highly protective mobile phone accessories, with markets spanning across the United States, China, South Korea, and Australia. This article analyzes Casetify's marketing strategy and proposes improvement suggestions. Market segmentation, target market, positioning, and the 4P marketing mix are based on the STP model for products, prices, channels, and promotions. By combining public data, theoretical definitions, and market reports for analysis, Casetify has been provided with a clear direction for development. Through product line expansi

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Nath, Tiharika, and Princee Verma. "Understanding Consumer Behavior through Social Media Marketing." International Journal of Advances in Engineering and Management 7, no. 3 (2025): 673–83. https://doi.org/10.35629/5252-0703673683.

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Throughout history, communication methods have evolved significantly, shaping the way people interact in daily life. In the 21st century, social media has emerged as a dominant form of communication, allowing individuals to express their beliefs, ideas, and opinions in entirely new ways. This transformation has also had a profound impact on businesses, which now recognize that a well-planned social media strategy is essential for standing out in the rapidly evolving digital landscape. To establish a strong presence on social media, companies must incorporate various marketing theories and inno

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Coll-Rubio, Patricia. "Changes in the Communication Strategy of Barcelona’s Digital Economy in Response to the COVID-19 Crisis." Tripodos 1, no. 47 (2021): 155–70. http://dx.doi.org/10.51698/tripodos.2020.47p155-170.

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This article presents the results of a study carried out using data provided by professionals responsible for planning and executing communication strategies for 30 leading companies involved in the digital economy of Barcelona, site of the Mobile World Congress technological trade show, which was cancelled in 2020 due to the COVID-19 health crisis. The results of the study, carried out electronically from 1–15 April 2020, show that 77% of the technology companies that participated in the study changed their strategic communication planning during the first month of the state of alarm decla

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Xu, Yan Yan, Yan Wu Zhao, Zheng Fang, and Yan Dong Ren. "Mobile Adverting: The New Promising Marketing Channel." Advanced Materials Research 774-776 (September 2013): 1987–90. http://dx.doi.org/10.4028/www.scientific.net/amr.774-776.1987.

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As the repaid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, Mobile advertising, which is defined as any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel, is becoming the new promising marketing channel. Mobile advertising is getting more and more sophisticated. Thus, how to apply mobile advertising to increase advertising effect is an important challenge for CMOs. To help the CMO to understand the mobile advertisin

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Fang, Zheng, Yang Yang, Fu Min Deng, and Jing Cai. "Research Advances in Mobile Advertising Areas." Applied Mechanics and Materials 248 (December 2012): 555–58. http://dx.doi.org/10.4028/www.scientific.net/amm.248.555.

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As the rapid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, whichis defined as “any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel is becoming the new promising marketing channel. Given this importance, how to conduct mobile advertising campaign to increase advertising effect is an big challenge for CMOs. To help the CMO to understand the mobile advertising, this paper reviewed recent research advances in mobile a

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Indriaty, Indriaty, Yudho Wibowo, and Ria Bayu Sedih Nanda. "Building Marketing Communication Mix to Increase Consumer Loyalty Oppo Mobile Phones of Students of STIE Dharma Putra Pekanbaru." InJEBA : International Journal of Economics, Business and Accounting 2, no. 4 (2024): 532–43. https://doi.org/10.5281/zenodo.14766191.

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<em>This study aims to determine the effect of marketing communication mix on the loyalty of Oppo mobile phone consumers among STIE Dharma Putra Pekanbaru students. The marketing communication mix variables consist of Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct and Digital Marketing. The population in this study were STIE Dharma Putra Pekanbaru students and used a judgmental sampling technique totaling 42 respondents. The results of the study showed that the variables of advertising, Sales promotion, Personal Selling, Public Relations, and Direct and digital ma

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Amit Kumar Singh, Amit Kumar Singh, and Dr Indal Kumar Dr. Indal Kumar. "A Comparison of the impact of advertising on Customer Buying Behavior Through Different Media." International Journal of Information Technology and Management 16, no. 1 (2024): 23–28. http://dx.doi.org/10.29070/6vk4mc10.

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Advertising is the main channel of communication between the producer and the consumer.One of the four pillars of the marketing mix, advertising is a component of the promotion mix (product,price, location, and promotion). Advertising is a marketing strategy used to pique customers' interest ina product so they can decide whether or not to purchase it. Marketers use mass marketing strategiesincluding public relations, brand promotion, and advertising. The aim of this study is to compare theimpact of advertising on customer buying action through different media.

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Diana Sari Wijayanti, Irine. "PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN MEMBELI DI COUNTER HANDPHONE PLAZA AMBARUKMO." ALBAMA: JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN 17, no. 1 (2024): 49–55. http://dx.doi.org/10.56606/albama.v17i1.177.

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This research aims to find out whether there is an influence of the Promotion Mix on the Purchase Decision at the Plaza Ambarukmo Yogyakarta Mobile Counter and to find out which Promotion Mix factors have the greatest influence on the Purchase Decision at the Plaza Ambarukmo Yogyakarta Mobile Counter. The results of the simultaneous hypothesis test stated that Ho was rejected, meaning that the variables Personal Selling, Advertising, Sales Promotion and Direct Marketing together had an effect on decision to buy at the Mobile Counter Plaza Ambarukmo Yogyakarta because the F-count (3,201) is gre

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Setiawan, Natasha Jessica, and Denny Bernardus. "PENGARUH FAKTOR-FAKTOR PROMOTION MIX TERHADAP KEPUTUSAN PEMBELIAN FORTE." PERFORMA 3, no. 3 (2018): 372–81. https://doi.org/10.37715/jp.v3i3.726.

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Forte merupakan perusahaan yang bergerak di bidang industri kreatif fashion yang memproduksi berbagai leathergoods berbahan dasar kulit ular Python. Forte yang berdiri sejak tahun 2015 mengalami penjualan yang fluktuatif. Fluktuasi penjualan ini disebabkan karena sebagai usaha yang masih start up, Forte belum maksimal dalam memperkenalkan dan menjual produk. Untuk memaksimalkan terjadinya penjualan, Forte melakukan promosi. Penelitian ini bertujuan untuk mengetahui pengaruh dari faktor-faktor promotion mix yaitu, advertising, sales promotion, event and experiences, public relation and publicit

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Komulainen, Hanna, Annu Perttunen, and Pauliina Ulkuniemi. "An Integrative Perspective of Mobile Advertising for SMEs." Journal of Media Management and Entrepreneurship 1, no. 2 (2019): 48–61. http://dx.doi.org/10.4018/jmme.2019070104.

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Mobile advertising (m-advertising) is a subset of mobile marketing and refers to all forms of advertising via mobile phones or other mobile devices. M-advertising is becoming an important marketing channel for any type of company, notably for SMEs and small entrepreneurial start-ups and their media and communications portfolio. However, it is still unclear how to best use m-advertising for the benefit of both end-consumers and advertisers. This study explored a field experiment of new m-advertising system conducted in Finland and based on a qualitative explorative study of the critical value e

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S, Gurusamy, and Tamilarasi M. "Challenges for Mobile Marketing in India." Shanlax International Journal of Commerce 6, S1 (2018): 122–25. https://doi.org/10.5281/zenodo.1461456.

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In India, mobile communications have been the most visible manifestation of the extraordinary digital accomplishments seen in the past decade. In modern  information and communication age, the mobile application is one of the most concerned and rapidly developing areas. Mobile marketing has been considered a new form of marketing and provided new opportunities for companies to do businesses. Marketing activities conducted via mobile devices enable advertisers to directly communicate with potential customers at a fast speed and regardless of the geographical l

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Atul, Kumar Mishra, and Rajesh Rathore DR. "A Research Paper on "Overview on Online Digital Marketing"." International Journal of Trend in Scientific Research and Development 2, no. 2 (2018): 1728–30. https://doi.org/10.31142/ijtsrd10770.

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Online marketing is the art and science of selling products and or services on digital networks such as the Internet and cellular phone networks. The strategies of appealing strategies to target your target market in online marketing arts will be researched and actually translated into online marketing mix. Online marketing is the science research and analysis that selects online marketing strategies to measure the success and use of online marketing strategies. Online marketing uses the internet to deliver promotional marketing messages to customers. It includes email marketing, search engine

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Junior, Mudavanhu, and Naidoo L. "INVESTIGATING CONSUMER RESPONSIVENESS TO MOBILE MARKETING IN JOHANNESBURG." Journal of Marketing and HR 8 (May 4, 2018): 460–74. https://doi.org/10.5281/zenodo.3966825.

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Traditional communication mix elements have become pricey. Therefore there is a growing need for marketers to find cheaper alternatives to communicate with their target audience. Mobile phone marketing will lower the costs of advertising and at the same time improve relationships between marketers and consumers as it targets the personal element of marketing communication. According to research, 29 million people use mobile phones in South Africa. The research objectives seek to determine the different uses of mobile technology by consumers, how mobile phone users interact with mobile marketin

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Hashim, Nor Hazlina, Normalini, and Norhazlina Sajali. "The Influence Factors Towards Mobile Advertising Message Content on Consumer Purchase Intention." Global Business Review 19, no. 5 (2018): 1187–206. http://dx.doi.org/10.1177/0972150918788746.

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The purpose of this research is to study consumer attitude towards mobile advertising in Malaysia, and whether this attitude results in the intention to purchase the products or services advertised. This article reports on the results, based on factors such as entertainment, informativeness, irritation and credibility, which the research framework derives from Ducoffe (1996, Advertising value and advertising on the Web, Journal of Advertising Research, 36(5), 21–35) and Mackenzie (1989, An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretestin

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Acharya, Paras Mani. "Customer Attitude Towards Mobile Advertising." Damak Campus Journal 13, no. 1 (2024): 105–25. https://doi.org/10.3126/dcj.v13i1.74545.

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Mobile Advertising is now emerging as a new channel of marketing communication. The major objectives of this descriptive research are to examine the customer attitude towards mobile advertising. The researcher has used convenience sampling method and collected 100 samples from the respondent located at Damak. The data collected through the questionnaire were organized and analysed using SPSS and Microsoft Excel. From result, indicate a significant relationship between all independent variables and the dependent variable, which is customer attitude. Among the various independent variables, cred

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Fahreza, Mohammad, and Yuanita Indriani. "MARKETING STRATEGY FOR TAMAKREASI MINIGP EVENT." Jurnal Co Management 2, no. 1 (2020): 207–20. http://dx.doi.org/10.32670/comanagement.v2i1.168.

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Euphoria of race event in Indonesia are very big and have many opportunity to make profit. With more than one million productive young people, Bandung has the big market target to fulfill the passion and enthusiastic race lovers. And also the growth sales of the motorcycle make and supporting component to the continuity progress on its demand highly contributing for the race event.Tamakreasi is a company based in Jakarta as a company in MICE (meetings, incentives, conferencing, exhibitions) industry. Their second MiniGP event will be held in Bandung in uncommon event place because they could n

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Chivu, Raluca Giorgiana, Ivona Stoica, Mihai-Cristian Orzan, and Andra-Victoria Radu. "New trends in marketing mix strategies for digital consumer behaviour." New Trends and Issues Proceedings on Humanities and Social Sciences 5, no. 2 (2018): 89–95. http://dx.doi.org/10.18844/prosoc.v5i2.3658.

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The marketing mix is the first step in establishing a lasting relationship between the company’s offer and the final consumer. From the product to the price meeting the needs and allows the consumer to buy, the placement and the promotion have received increasing importance. Also, when we think of an online environment where the consumer can be found, smartphones—consumer mobile journey, online TV advertising on Netflix and YouTube a.s.o. This paper aims to identify the element of the marketing mix with the highest impact on the final consumer buying decisions. For this, we have conducted a qu

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Genira, Chika Felsia, and Siti Aisjah. "Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Pegguna Tokopedia." Jurnal Manajemen Pemasaran dan Perilaku Konsumen 2, no. 4 (2023): 964–73. http://dx.doi.org/10.21776/jmppk.2023.02.4.11.

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Technological development has brought along technological innovations such as the emergence of e-marketplaces and has changed people’s shopping behavior into online shopping. The fierce competition between those e-marketplaces requires a good implementation of promotional mix in order to increase customers’ purchasing decision. The objective of this research is to identify the influence of promotional mix, which consists of advertising, sales promotion, event and experiences, public relation and publicity, online and social media marketing, and mobile marketing on the purchasing decision of To

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Manuhutu, Fadillah, Ida Ayu Putri Widawati, and Amirosa Ria Satiadji. "ANALISIS STRATEGI BAURAN PROMOSI DAN STRATEGI SALURAN DISTRIBUSI PADA UNIT KELOLA ARCHIPELAGO INTERNATIONAL PADA SITUASI PANDEMI COVID-19 KOTA DENPASAR, BALI." Tulisan Ilmiah Pariwisata (TULIP) 4, no. 2 (2022): 84. http://dx.doi.org/10.31314/tulip.4.2.84-97.2021.

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The objectives of this study are (1) to analyze the marketing promotion strategy of hotel products carried out by Aston Denpasar, Neo Denpasar, Quest Denpasar during the covid-19 pandemic, (2) to analyze the marketing distribution channel strategy carried out by Aston Denpasar, Neo Denpasar, Quest Denpasar during the covid-19 pandemic, (3) To determine the right promotion strategy and distribution channel strategy during the covid 19 pandemic. This research uses qualitative research. Data analysis uses SWOT analysis where SWOT analysis is a tool used to compile the company's strategic factors.

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Marzuki, Aditya Putra. "Low Cost Social Media Based Marketing Communication Mix Analysis On Medium Small Micro Enterprises In Parepare." MEDIALOG: Jurnal Ilmu Komunikasi 4, no. 1 (2021): 10–24. http://dx.doi.org/10.35326/medialog.v4i1.832.

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UMKM or Micro, Small and Medium Enterprises (MSME) is one of the important economic sectors in Parepare. MSMEs are the biggest business sector in demand by young people in the city, especially those that engaged in the culinary sector, and they absorb the second largest workforce. Es Duren Caramel and Saogi.ID. are two of them. But with limited capital, they need to use a marketing communication mix that suits their abilities. The alternative is to use social media as a channel for their marketing communication mix. This study uses qualitative research methods with observation and interview te

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Tripathi, Shalini N., and Masood H. Siddiqui. "Effectiveness of Mobile Advertising: The Indian Scenario." Vikalpa: The Journal for Decision Makers 33, no. 4 (2008): 47–60. http://dx.doi.org/10.1177/0256090920080404.

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In the current scenario, mobile internet applications enable consumers to access a variety of services: Web information search, SMS (short message service), MMS (multimedia message service), banking, payment, gaming, e-mailing, chat, weather forecast, GPS (global positioning service), and so forth. Collectively, we denominate this wide array of services as “mcommerce.” These digital media are considered to potentially improve the possibilities to reach consumers by allowing personalization of the content and context of the message. Combining customer's user profile and the context situation, a

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Heru Yulianto and Bambang Widjanarko Susilo. "HIGHER EDUCATION DEVELOPMENT STRATEGY USING INTERNAL RESOURCES AND MARKETING MIX STRATEGY." Brilliant International Journal Of Management And Tourism 2, no. 3 (2022): 169–87. http://dx.doi.org/10.55606/bijmt.v2i3.740.

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    ABSTRACT     As a producer of educational services, higher education is still a seller's market and potential students are flocking to enroll in higher education. The number of PTS and the number of students are relatively large, which causes competition between PTS, with the aim that future students choose higher education more rationally based on their own understanding of changes in the environment. For private higher education providers, the customers who directly use their services are students, and the competitors are providers of

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Zhang, Chenghao. "Case Study Analysis of Cyberpunk 2077's Content Marketing Strategies." Advances in Economics, Management and Political Sciences 85, no. 1 (2024): 98–106. http://dx.doi.org/10.54254/2754-1169/85/20240851.

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The booming relationship between the gaming industry and advertising has fostered marketers' interest in leveraging digital games as a marketing tool. This change is the result of technological advancements, the widespread use of mobile and broadband internet, and the ensuing growth of the gaming sector, all of which have fueled the appeal of digital gaming as a successful marketing channel. Cyberpunk 2077 exemplifies this trend, with the game attracting not only players but also marketers looking for innovative advertising avenues. Through regular social engagement and an immersive gameplay e

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Lestari, Novia Tri, and Hani Sirine. "Komunikasi Pemasaran Terpadu dan Ekuitas Merek Gojek Indonesia Cabang Yogyakarta." Esensi: Jurnal Bisnis dan Manajemen 9, no. 1 (2019): 1–8. http://dx.doi.org/10.15408/ess.v9i1.5898.

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Companies that are able to communicate their marketing will have an impact on brand equity improvement. This study aims to examine the influence of Integrated Marketing Communications (IMC) which consists of advertising, personal selling, sales promotion, public relations and publicity, direct marketing, instructional materials and corporate design to the brand equity of Gojek Yogyakarta. The sample of this study amounted 150 respondents who are Go-Ride customers who already know IMC Gojek. The analysis technique used is multiple linear regression. The results showed that IMC influence brand e

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Шевченко, Д. А. "COMPLEX OF DIGITAL MARKETING-MIX: SEARCH AND SUBSTANTIATION OF THE OPTIMAL THEORETICAL CONSTRUCTION." Scientific Journal ECONOMIC SYSTEMS 1, no. 255 (2022): 37–52. http://dx.doi.org/10.29030/2309-2076-2022-15-4-37-52.

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In this article, the task is to present the optimal theoretical design of digital marketing and its tools for promoting goods and services in the digital business environment. Comparative characteristics of traditional and digital marketing are considered. The advantages that virtual marketing is gaining more and more due to the rapid development of new interactive forms of communication in the digital environment of interaction between customers, users and organizations are emphasized. So far, no such attempt has been made to present a sound theoretical construction of digital marketing. The

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Afifah Dian Rahmanita and Redi Panuju. "Marketing Communication in Increasing Sales in Media Ilmu Publishers of Sidoarjo." GREENOMIKA 5, no. 1 (2023): 61–67. http://dx.doi.org/10.55732/unu.gnk.2022.05.1.6.

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Marketing communication is a company tool to inform, persuade, and remind consumers about the products and brands being sold. Media Ilmu Sidoarjo Publisher has a market segment in the form of books for Islamic schools/madrasas. The booming of Islamic books including books for Islamic schools/madrasas in the community creates new challenges for Sidoarjo Science Media Publishers. The purpose of this study is to describe marketing communications in increasing sales at Media Ilmu Sidoarjo Publisher, by implementing the marketing mix strategy / 4P which refers to the four Ps, namely product, price,

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Spennemann, Dirk H. R. "Instant Gloss: Promoting Paint in 1840s Paris. The Example of Louis Viard’s Chromo-Duro-Phane Varnish." Studia Historiae Oeconomicae 39, no. 1 (2021): 77–124. http://dx.doi.org/10.2478/sho-2021-0004.

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Abstract While often operating the margins of propriety, advertisers and marketers are constrained by the social mores of their times. During the early nineteenth century, product promotion opportunities were limited to a mix of newspapers, hoardings and pamphlets. Some enterprising entrepreneurs and innovative individuals pushed the envelope of the acceptable, effectively creating new standards. This paper presents the first case study where the advertising and marketing strategies of a single French entrepreneur are being examined in depth. To successfully promote his products, the small-sca

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Zhou, Zimeng. "Digital Transformation of Advertising: Trends, Strategies, and Evolving User Preferences in Online Advertising." Highlights in Business, Economics and Management 23 (December 29, 2023): 1224–29. http://dx.doi.org/10.54097/3088d623.

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This study discusses the evolving trends in online advertising, diverse marketing models, and changing user needs. From the early development of the Internet, especially in the early 1990s, to the emergence of numerous advertising formats, online advertising has become an integral part of modern marketing. Different types of online advertisements, such as banner ads, pop-up ads, video ads, native ads, search engine ads, and social media ads, fulfill different needs of advertisers. In addition, the study also explores diverse marketing models for online advertising, including pay-per-click, pay

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Moroz, Olena, Viktoria Korobchenko, and Maksym Tonkoshkur. "Transformation of Marketing Strategies in the Digital Age: the Impact of Digital Technologies on Consumer Behavior." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 11(44) (2024): 47–55. https://doi.org/10.32515/2663-1636.2024.11(44).47-55.

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The article examines the impact of digitalization and digital technologies on the transformation of companies' marketing strategies. It considers the issue of changes in consumer behavior under the influence of digitalization, which necessitates the adaptation of marketing approaches to the new realities of the digital environment. The article analyses trends in digital marketing, the growing demand for personalized advertising campaigns and the use of machine learning technologies. The relevance of this study is driven by the rapid development of digital technologies and their growing impact

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., Livia. "Peningkatan Produktivitas Pemasaran UMKM Kopi Mentari dengan Pendekatan Analisis SWOT dan Marketing Mix." SAINTEK : Jurnal Ilmiah Sains dan Teknologi Industri 3, no. 1 (2021): 8–15. http://dx.doi.org/10.32524/saintek.v3i1.139.

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Mentari Coffee SME’s are one of the SME’s that are engaged in processing coffee beans in Palembang. Based on the results of observations and interviews conducted, it is known that the applied marketing strategy is not optimal, causing low levels of marketing and benefits. The low level of marketing and the profit obtained result in the productivity of the marketing row low. Current marketing productivity is 1,1249. In formulating the right marketing strategy, SWOT analysis is used to identify the strengths, weaknesses, opportunities, and threats faced by SME’s. Then the SWOT matrix is used to

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MISHRA, AKASH. "AN ANALYSIS OF INDIAN SOCIAL MEDIA MARKETING." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32709.

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"Social media marketing" is the process by which a company promotes its website or goods using different social media sites. Marketers in India are moving quickly to seize the "new normal" opportunity. Social media has given companies a new channel to communicate with their target audience, allowing them to bypass traditional advertising middlemen and achieve unprecedented levels of success. To this day, most Indian marketers rank expanding their consumer base as their number one objective. Social media, email, and search engine marketing were the three most effective online investment channel

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Pantano, Eleonora, Constantinos-Vasilios Priporas, and Giuseppe Migliano. "Reshaping traditional marketing mix to include social media participation." European Business Review 31, no. 2 (2019): 162–78. http://dx.doi.org/10.1108/ebr-08-2017-0152.

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Purpose Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models. Design/methodology/approach A sample of 20 small and large Italian liquor producers was used, and their Facebook profiles were content analyzed. Findings The results provide evidence about the emerging shift from the use of social media for communication purposes through static advertising (characterized by pictures and slogans), to

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Khoiriyah, Nasehatul, Joko Widodo, and Hety Mustika Ani. "STRATEGI BAURAN PEMASARAN KERAJINAN TENUN IKAT PADA CV. SILVI MN PARADILA DI DESA PARENGAN KECAMATAN MADURAN KABUPATEN LAMONGAN." JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi dan Ilmu Sosial 11, no. 1 (2017): 91. http://dx.doi.org/10.19184/jpe.v11i1.5007.

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The marketing mix strategy is one of the efforts undertaken by the company to increase product sales and earn profits for the company consisting of four groups, namely: product, price, promotion, and place or distribution channel. This study aims to describe the marketing mix strategy related to product, price, promotion, and place conducted by the owner of tenun ikat handicraft business of CV. Silvi MN Paradila in Parengan village, Maduran district, Lamongan regency. This research is a descriptive qualitative research. Determination of research location uses purposive area method, while the d

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Taranenko, Iryna V., Tetiana S. Mishustina, and Svitlana S. Yaremenko. "STRATEGIC INNOVATIVE ORIENTATIONS OF MARKETING COMMUNICATION ACTIVITY OF ENTERPRISES OF EU AND UKRAINE COUNTRIES." Vital cycle of the organizational culture of the trading enterprises 1, no. 14 (2021): 92–106. http://dx.doi.org/10.32342/2616-3853-2021-1-14-9.

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Modern international approaches to the interpretation of the “marketing innovations” concept, which is periodically reviewed by the international expert community in accordance with changes in the business environment in modern conditions, are studied. A comparison of the approaches, set out in the 3rd and 4th Oslo Manual editions (a joint publication of the OECD and Eurostat) made it possible to identify and analyze some differences. On the one hand, the Oslo Manual 3rd edition distinguishes four types of innovation: product, process, marketing and organizational. On the other hand, the Oslo

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A, Ramesh, and Kasthuri R. "Multi Channel Marketing - Opportunities and Challenges." Shanlax International Journal of Commerce 6, S1 (2018): 301–4. https://doi.org/10.5281/zenodo.1419468.

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Today generation marketing is on most important part of business. It  is  the  one  of  the  profit  maximisation  process.  Multi  channels marketing is an helps to developing the technology in our country. In current scenario the consumer most like online marketing, because of it helps to save  time and money. Technology development is one of the success tools of marketing. Digital marketing refers to advertising the  goods  and  service  through  digital  channels  or  medias.  Such  as

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Samatan, Nuriyati, Adi Prakosa, Thomas Bambang Pamungkas, Robingah, and Aurel Pricilla Moling. "Analysis of @Ezenails Marketing Communication Strategy in Building Brand Awareness." International Journal of Management Studies and Social Science Research 06, no. 06 (2024): 192–201. https://doi.org/10.56293/ijmsssr.2024.5325.

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This research aims to identify the marketing communication strategies used by @ezenails in increasing brand awareness through Instagram. This research was conducted using a qualitative approach, through observation, documentation, and interviews. For data validity, triangulation of data sources was used. In addition, a literature review was conducted by reading and analyzing various previous studies or sources that were relevant to the research objectives. The results show that Eze Nails uses the Attention, Interest, Search, Action, and Sharing (AISAS) model of Instagram communication strategy

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RAO, ARYAN. "A STUDY ON DIGITAL MARKETING OF FLIPKART." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32171.

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Efficient digital marketing tactics are crucial for companies to succeed in the ever-changing world of e-commerce. Flipkart is one of the most prominent online marketplaces in India, and this study examines their digital marketing strategies. Examining Flipkart's strategy across different digital channels and how they affect the company's brand visibility, consumer engagement, and sales is the main objective of this research. In order to better understand how Flipkart draws in and keeps customers, as well as how to increase engagement and conversion rates, this study analyzes the company's web

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Fareniuk, Yana, and Galyna Chornous. "Optimization of Media Strategy via Marketing Mix Modeling in Retailing." Ekonomika 102, no. 1 (2023): 6–25. http://dx.doi.org/10.15388/ekon.2023.102.1.1.

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The paper describes the marketing mix modeling results for companies in nonfood retailing. The main objectives of the research are to demonstrate the viable way of making effective recommendations for optimizing the media strategy by modeling offline and online traffic to the stores based on econometric modeling and to develop a decision support system, which enhance the effective growth of business KPIs and an effective decision-making process. Econometric modeling, deeper data analysis, decision support were implemented on the data of one of the main retailers in Ukraine in a period before t

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Ahmad, Lukman, and Mujiburahman. "The Influence of Channel Member Management Program on Sales Ability of Indosat Frontliners in Banda Aceh City." Indonesian Journal Economic Review (IJER) 3, no. 1 (2023): 1–8. https://doi.org/10.59431/ijer.v3i1.168.

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Intense cellular business competition forces cellular operators to implement strategies such as; price strategy (cheap starter page, small nomination voucher, low tariff, national free rooming), product strategy (product innovation/features in cellular cards), promotion strategy (incessant advertising, publicity, sponsored events), and distribution strategy. In the elements of the marketing mix, the third element is place or what is often referred to as a marketing channel or distribution channel, which is included in this distribution channel which simply includes wholesalers and retailers (f

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САВИЦЬКА, Наталія, Ірина БУБЕНЕЦЬ, Іван ЗАКОВОРОТНИЙ та Орина ІГНАТЕНКО. "ФОРМУВАННЯ МАРКЕТИНГОВОЇ ПОЛІТИКИ ПІДПРИЄМСТВ В УМОВАХ ВОЄННОГО СТАНУ". Herald of Khmelnytskyi National University. Economic sciences 328, № 2 (2024): 330–35. http://dx.doi.org/10.31891/2307-5740-2024-328-55.

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The article is devoted to the disclosure of the key areas and tools for forming the marketing policy of enterprises in wartime. Strategic tools of marketing policy aimed at the long-term development of an enterprise remain relevant, and tactical tools are used to respond quickly to changes. The results of the research show that the work of manufacturing enterprises under martial law was most significantly affected by problems with supply, sales, and a lack of qualified workers. With restrictions on physical contacts and movement, digital channels are becoming the main channel of communication

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Chowdhury, Farjana Parvin, Mohammad Tariqul Islam, and Mohammad Ashaduzzaman Rana. "Investigating Factors Influencing Consumer Attitude toward SMS Advertising: An Empirical Study in Bangladesh." International Journal of Business and Management 11, no. 10 (2016): 233. http://dx.doi.org/10.5539/ijbm.v11n10p233.

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<p>This study aims to empirically investigate the significant factors that influence consumer attitude toward SMS advertising in Bangladesh. At present, SMS advertising is being considered as a trendy mobile marketing channel to reach the consumer in an efficient manner. Though, many studies have been conducted to identify factors that impact the consumer perception regarding SMS advertisements, very few of them have considered Bangladeshi consumer. This study has developed and tested a conceptual model with a sample of 375 Bangladeshi students using Structural Equation Modelling. In add

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Saltos Cruz, Juan Gabriel, William Franklin Ortiz Paredes, Sandra Paulina Tejada Moyano, and Shirley Estefania Cordero Armendariz. "Digital media ecosystem: a dimensional analysis according to the criteria of specialists." Universidad Ciencia y Tecnología 28, no. 125 (2024): 68–77. http://dx.doi.org/10.47460/uct.v28i125.856.

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Digital marketing plays an important role in achieving organizations' strategies. This article aims to identify the elements and resources capable of configuring a digital media system that increases the effectiveness of commercial strategies. The present study was a non-experimental cross-sectional study. The empirical method used was data collection with an instrument structured by 5-option Likert scales. The survey was applied to 273 specialists. The statistical procedure used to measure the quality of the model was reliability analysis and factor analysis. The elements most recommended by

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Zhang, Guoqing. "Research on Apple iPhone’s Marketing Strategy in China." BCP Business & Management 38 (March 2, 2023): 2176–81. http://dx.doi.org/10.54691/bcpbm.v38i.4076.

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In recent years, people's income has increased due to economic development. Mobile phones have become one of the most popular consumer electronic products. As an international giant, Apple’s marketing strategy in the Chinese market has significantly impacted the iPhone’s success in the Chinese market. According to the statistics on Apple’s product category revenue from 2015- 2021, the percentage of iPhones has decreased from 20015 to 2021 in the past five years in the Chinese market. Focusing on this problem, this paper studies Apple’s marketing strategy in the Chinese Market. This research ad

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Chen, Muting. "Analysis and Research on the Marketing Mix of Grin Natural." Modern Economics & Management Forum 5, no. 3 (2024): 462. http://dx.doi.org/10.32629/memf.v5i3.2361.

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This study focuses on the marketing analysis of Grin Natural toothpaste brand in New Zealand, which aims at family oral health and provides different products for children and adults, including biodegradable toothbrushes and dental floss handles. Through the optimization of marketing mix strategy (product, price, promotion), it aims to improve brand efficiency and consumer loyalty of Grin Natural. The research adopts market analysis and positioning strategy, focusing on evaluating product characteristics, pricing and channel strategy. It is found that Grin has achieved success in natural ingre

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Ni, Xin, Yitian Zhang, Yanli Pu, Ming Wei, and Qi Lou. "A Personalized Causal Inference Framework for Media Effectiveness Using Hierarchical Bayesian Market Mix Models." International Journal of Innovative Research in Engineering and Management 11, no. 5 (2024): 135–45. http://dx.doi.org/10.55524/ijirem.2024.11.5.19.

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This study presents a novel framework for personalized causal inference in media effectiveness using Hierarchical Bayesian Market Mix Models (ABM). The proposed approach integrates individual-level data with aggregate market information to estimate personalized media effects while addressing the challenges of data sparsity and high dimensionality. By combining the identity layer and the optimization process in a Bayesian hierarchical model, the model captures heterogeneity across consumers and provides robust predictions of individual causality. Affect different media. The framework is used fo

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Anggraini, Fia Tri, and Muhammad Alhada Fuadilah Habib. "Analisis Penggunaan Media Sosial Sebagai Alat Komunikasi Pemasaran dalam Meningkatkan Brand Awareness." El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 5, no. 4 (2024): 2358–78. http://dx.doi.org/10.47467/elmal.v5i4.956.

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Social media has now become something that is embedded in people's lives. In this digital era, social media users have increased a lot, so to gain effectiveness in marketing communications, Vebcake chooses to use social media. Through this strategy, Vebcake is able to increase brand awareness of its business. Marketing communications itself plays an important role in increasing brand awareness. Vebcake is a business operating in the bakery sector in Tulungagung that is well known to the public. This can be seen through Vebcake's social media, which has tens of thousands of followers and sales

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Anggraini, Fia Tri, and Muhammad Alhada Fuadilah. "Analisis Penggunaan Media Sosial Sebagai Alat Komunikasi Pemasaran dalam Meningkatkan Brand Awareness: Studi Kasus pada UKM Vebcake Tulungagung." El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 5, no. 3 (2023): 1767–87. http://dx.doi.org/10.47467/elmal.v5i3.5393.

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Social media has now become something that is embedded in people's lives. In this digital era, social media users have increased a lot, so to gain effectiveness in marketing communications, Vebcake chooses to use social media. Through this strategy, Vebcake is able to increase brand awareness of its business. Marketing communications itself plays an important role in increasing brand awareness. Vebcake is a business operating in the bakery sector in Tulungagung that is well known to the public. This can be seen through Vebcake's social media, which has tens of thousands of followers and sales

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Sarafanova, A. G., and A. A. Sarafanov. "Advertising as an integral part of territorial branding." Service and Tourism: Current Challenges 16, no. 3 (2022): 29–38. https://doi.org/10.5281/zenodo.7421804.

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The Internet serves as the main marketing and communication tool in the tourism industry. The explosion of the Internet has affected traditional media and revolutionized advertising. The purpose of the study is to analyze the main advertising impacts on consumers of tourism products and services. The authors used a systematic review methodology. The Internet contributes to impulsive purchases compared to traditional media, the authors present models of consumer impact, including depending on advertising formats. The bulk of the content consumed is on mobile phones and apps. Already in 2019, sp

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