Academic literature on the topic 'Offline marketing communication'
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Journal articles on the topic "Offline marketing communication"
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Mulyantina, Pratiwi. "The Influence of Online and Offline Strategic Marketing Communication to Purchase Intention of Singapore Airlines." CoverAge: Journal of Strategic Communication 9, no. 2 (March 18, 2019): 1–10. http://dx.doi.org/10.35814/coverage.v9i2.1036.
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The purpose of this thesis is to find out which of Singapore Airline to promote Premium Economy Class, both online and offline marketing communication channels, has greater impact to increase its Product Awareness and come out with Marketing Strategies purchase decision.This study uses quantitative method by finding out the influence of online and offline Strategic Marketing Communication by Singapore Airlines Premium Economy Class in Purchase Intention followed by post-positivist paradigm and mix method. As the result, the researcher uses 100 correspondences who are Indonesian passengers living in Jakarta and usually travel on Singapore Airlines and registered as Singapore Airlines members. The research result shows that (1) Brand Awareness in online marketing strategies has a greater influence on Purchase Intention at 41.2% while Brand Awareness in the offline marketing strategies has an influence of 33%, (2) brand knowledge on online marketing strategies has a greater influence on Purchase Intention at 48.1% while Brand knowledge in offline marketing strategies has an influence of 15.7%, (3) Brand likeness in online marketing strategies has a greater influence on Purchase Intention at 47.3% while Brand likeness in offline marketing strategies has an influence of 20.7%, (4) Brand preference on online marketing strategies has a greater influence on Purchase Intention at 52.1% while Brand preference on offline marketing strategies has an influence of 24.9%, (5) brand conviction on online marketing strategies has a greater influence on Purchase Intention at 54% while brand conviction in offline marketing strategies has an influence of 26.6%
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Wirtz, Jochen, Chiara Orsingher, and Hichang Cho. "Engaging customers through online and offline referral reward programs." European Journal of Marketing 53, no. 9 (September 9, 2019): 1962–87. http://dx.doi.org/10.1108/ejm-10-2017-0756.
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Purpose This paper aims to examine the psychological consequences of a customer engagement initiative through referral reward programs (RRPs) in online versus offline environments. Design/methodology/approach The authors conducted a qualitative study followed by a scenario-based experimental study. Findings The authors show that recommenders’ concern about how they are viewed by recommendation recipients (i.e. their metaperception) mediates the effects of incentives on referral likelihood in both offline and online environments. However, metaperception has a stronger effect offline where recommenders show higher impression management concerns compared to online. Furthermore, tie-strength and communication environment moderate the effect of incentives on metaperception. When referrals are made to weak-ties, incentives decrease metaperception favorability offline more than online. For strong-ties, this effect is lower, and it is similar in offline and online environments. Research limitations/implications The study focused on an online versus offline dyadic communication and did not consider the differences among social media. Furthermore, the authors did not consider how other forms of positive metaperception, like being seen as helpful or knowledgeable, could be increased in an online incentivized referral context. It is possible that a recommender thinks others see him as more helpful or knowledgeable online because a lot more useful information and other resources could be offered here compared to offline communications. Practical implications The authors recommend managers to design both online and offline RRPs that minimize metaperception concerns; target strong ties in any communication environment as metaperception concerns are low; and target weak ties online where metaperception concerns are muted. Originality/value This work is the first to examine how recommenders’ psychological responses differ offline and online.
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Polkovnychenko, Svitlana, and Anastasia Shkulepina. "МАРКЕТИНГОВЕ ЗАБЕЗПЕЧЕННЯ СФЕРИ МЕДИЧНИХ ПОСЛУГ." PROBLEMS AND PROSPECTS OF ECONOMIC AND MANAGEMENT, no. 4(20) (2019): 176–86. http://dx.doi.org/10.25140/2411-5215-2019-4(20)-176-186.
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The article discloses the main stages of marketing activity in the sphere of medical services, among which the important role is played by market analysis (microenvironment and macroenvironment), market segmentation, development of marketing mix, etc. The role of marketing communications, through which medical institutions bring to the consumer benefits from using the offered service, is studied. The basic tools of the marketing communications complex are highlighted. Online and offline communication channels of the medical institutions are studied. The process of planning the communications complex is considered. The recommendations for the preparation of the media plan of the medical institution are substantiated
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MASHOSHYNA, Nataliia, Viacheslav PURIKHOV, and Oksana KOVALYK. "The digital tools usage in the organization of resource support for small business activity." Economics. Finances. Law, no. 6/1 (June 30, 2021): 30–32. http://dx.doi.org/10.37634/efp.2021.6(1).6.
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The paper is devoted to the problems of using digital (digital) marketing tools by small businesses. The essence of digital marketing is clarified, its differences from Internet marketing are analyzed. The tasks of marketing activities of small enterprises in the digital environment are determined. The features of the use of individual digital marketing tools are considered: search engine optimization (SEO), contextual advertising, media context advertising, email marketing, social media marketing (SMM). In addition, the paper examines the main trends in the development of digital marketing in Ukraine and abroad, draws conclusions about the prospects for using various digital technologies in small businesses in the coming years. One of the main tasks of digital marketing is to connect offline audiences to the company's online channels. For example, advertising messages in an offline environment can lead potential customers to the company's website or its page on the social network. Each small business selects communication channels based on the specifics of their own business, available resources and the characteristics of the target audience. For some companies it will be acceptable to use only online tools, for others this direction will be ineffective or unprofitable. Therefore, an important component of the process of developing and implementing digital marketing policy is testing different channels of communication with the consumer. In today's rapidly transforming digital marketing environment, the regular introduction of new information and communication technologies and methods of working with mobile and Internet content to succeed in a highly competitive market, small businesses are no longer enough to use Internet marketing tools. These tools need to be integrated with offline promotion channels and develop comprehensive marketing solutions based on the characteristics and needs of a particular business. These decisions should cover all areas of marketing activities: from market research and product positioning to advertising. Entrepreneurs need to take into account changes in the psychology of consumers of digital information and adjust their marketing campaigns in accordance with the most current trends in the digital environment.
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Sukmaaji, Nadya, and Sisca Eka Fitria. "Analysis Of Consumer Preferences For Marketing Communication Strategy On Sass And Co." Jurnal Ilmu Sosial Politik dan Humaniora 1, no. 1 (January 28, 2019): 1–8. http://dx.doi.org/10.36624/jisora.v1i1.17.
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The development of the creative industrial sector is able to contribute significantly to the national economy, one of which is fashion business. This is due to the phenomenon of fashion trends that gave birth to many business actors in the field of the fashion business. With so many fashion business players, fashion business competition will be more competitive that can impact on business success. One strategy that can be taken by business actors is product development, but according to modern marketing, it takes more than developing a product. Business actors need to apply various forms of communication in marketing so as to effectively reach and influence target markets through marketing communications strategies. Consumer preferences can be used to help the selection of the right marketing communications strategy as an effort to grab attention and influence the target market effectively in order to increase sales resultsThis study aims to determine consumer preferences of marketing communication strategy for Sass and Co. products. This study uses five marketing communication mix as variables or attributes and 16 sub-attributes. Sampling was done by Non-Probability Sampling method with a total of 400 respondents and using conjoint analysis technique. The results of this study show that the best combination of respondents is the marketing communication strategy using social media advertising, sales promotion by giving discounts, direct marketing through Shopee, word of mouth marketing using friend recommendation, and using personal sales through the offline store.
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Setyowati, Nursha Dwi, and Ririn Puspita Tutiasri. "Strategi Komunikasi Pemasaran Bagi Pelaku Usaha Makanan yang Terkena Dampak COVID-19." JISIP : Jurnal Ilmu Sosial dan Ilmu Politik 10, no. 1 (April 3, 2021): 73–84. http://dx.doi.org/10.33366/jisip.v10i1.2268.
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Abstrack. In the midst of widespread government policies to maintain large-scale social distancing which have an impact on business actors, especially in this study, product business actors experience paralysis which results in decreased income. This requires food business actors to prepare the right strategy at least to stabilize income and maintain or get new consumers. The purpose of this research is to see how the marketing communication strategy for food product businesses has an impact on the impact of COVID-19. Qualitative research methods with a phenomenological approach. Data collection was carried out by interviewing the WhatsApp Call application and making bold observations. The results of this study indicate that food businesses affected by COVID-19 are combining offline to online marketing. On average, online in the Grab and Gojek food delivery application. So as not to leave the shop offline, develop its business by implementing 4C marketing which is able to provide positive results because it prioritizes consumer needs. Keywords: impact of COVID-19, 4C marketing communications, marketing communication strategy 4.0Abstrack. Di tengah merebaknya kebijakan pemerintah untuk menjaga jarak pembatasan sosial berskala besar berimbas bagi pelaku usaha khususnya dalam penelitian ini ialah pelaku usaha produk makanan mengalami kelumpuhan hingga mengalami penurunan pendapatan. Adanya hal tersebut perlunya pelaku usaha makanan menyiapkan strategi yang tepat setidaknya untuk menstabilkan pendapatan serta mempertahankan maupun mendapat konsumen baru. Tujuan dari penelitian ini untuk mengetahui bagaimana strategi komunikasi pemasaran bagi pelaku usaha produk makanan yang terkena dampak COVID-19. Metode penelitian ini kualitatif dengan pendekatan fenomenologi. Pengumpulan data dilakukan dengan wawancara melalui aplikasi WhatsApp call dan observasi secara daring. Hasil dari penelitian ini menunjukkan bahwa para pelaku usaha makanan yang terkena dampak COVID-19 mengombinasikan pemasaran offline ke online. Rata-rata secara online bekerjasama dengan aplikasi pesan antar makanan Grab dan Gojek. Sehingga tidak meninggalkan warung offline melainkan mengembangkan usahanya dengan menerapkan pemasaran 4C yang mampu memberikan korelasi yang positif karena mengutamakan kebutuhan konsumen. Keywords: dampak COVID-19, komunikasi pemasaran 4C, strategi komunikasi pemasaran 4.0
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Ha, Louisa, and Kim McCann. "An integrated model of advertising clutter in offline and online media." International Journal of Advertising 27, no. 4 (January 2008): 569–92. http://dx.doi.org/10.2501/s0265048708080153.
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I. Novytska. "Digital Marketing as a Technology for Promotion of Organic Products." Herald of the Economic Sciences of Ukraine, no. 2(37) (December 23, 2019): 196–200. http://dx.doi.org/10.37405/1729-7206.2019.2(37).196-200.
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The article highlights the use of digital marketing as an opportunity for modern promotion of organic products, which should turn into a complex of multidirectional components, such as: a deep study of the online audience, its behavioral component; Engaging all possible audience segments immersion of production employees in digital communication with the consumer; organization of interaction with the potential consumer. Digital technology provides an integrated approach to promoting organic products in the digital environment, also encompassing offline consumers using mobile phones and other digital communications. Provides the ability to integrate a large number of different technologies (social, mobile, web, etc.) with sales and customer service. Continuous quality two-way communication between the advertiser and the end consumer of organic products; the combination of technology and human resources, keeping the right balance, based on the needs of the target audience and the features of the organic products offered; the ability to be relevant to the market, evaluate and analyze the results of promotion, respond flexibly to market needs. The article notes that digital marketing is more profitable than a traditional advertising campaign, especially for small non-network manufacturers. Organic producers who previously could not afford to compete with the big players side by side with the big players are now offered to launch a quality campaign for their audience, even at low marketing costs. marketing opens up a lot of new opportunities for organic businesses, while improving the quality of ordering and delivery and making it more personalized to potential consumers. Keywords digital marketing, promotion, organic products, digital tools, online channels, offline channels, consumers.
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Voorveld, Hilde A. M., Theo Araujo, Stefan F. Bernritter, Edwin Rietberg, and Rens Vliegenthart. "How advertising in offline media drives reach of and engagement with brands on Facebook." International Journal of Advertising 37, no. 5 (April 23, 2018): 785–805. http://dx.doi.org/10.1080/02650487.2018.1454703.
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Ummah, Nurul Hidayatul, and Muchamad Sholakhuddin Al Fajri. "Communication Strategies Used in Teaching Media Information Literacy for Combating Hoaxes in Indonesia: A Case Study of Indonesian National Movements." Informacijos mokslai 90 (December 28, 2020): 26–41. http://dx.doi.org/10.15388/im.2020.90.48.
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This study examined communication strategies used by Indonesian national movements to teach media information literacy as an endeavour to fight hoaxes. The in-depth online interview and content analysis had been employed to investigate approaches of the movement to campaign media information literacy competence to society. The findings reveal that the offline communication has been massively applied by the movement to establish direct engagement to give a comprehensive understanding. Moreover, in the case of online communication, the content of Instagram shows that the movements predominantly use Instagram for marketing tools which post much information related to offline activities, instead of educated contents that contain media information literacy understanding. This study suggests that educating media information literacy through online communication should be prioritised, as 140 million Indonesians are active social media users, dominated by the youth aged 18-24 who are prone to be attacked by fake news.
Dissertations / Theses on the topic "Offline marketing communication"
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Williams, Sean David. "Beyond Klout: A Qualitative Exploration of Influence, Online or Offline." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753.
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Klímová, Daniela. "Marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-399746.
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This diploma thesis deals with marketing communication of the ENDEKA s.r.o. company. The thesis is divided into three parts. The first theoretical part explain theoretical knowledge, the second part analyze the current situation of the company. Last third part includes recommended suggestions for improvement of marketing communication with aim to approach new customers and therefore rais the awarness of the company, which are based on performer analyses and questionnaire survey.
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Freundt, Valeria Leal Marinho de Andrade. "Métricas de avaliação de comunicação de marketing offline e online: um estudo sobre o setor de bancos." Universidade de São Paulo, 2012. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-13072012-111705/.
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O presente estudo tem como objetivos contribuir para um melhor entendimento de como as empresas lidam com a diversidade de decisões de comunicação de marketing offline e online e de métricas de avaliação destes investimentos e propor um modelo de adoção de métricas para a avaliação dos resultados de ações de comunicação offline e online. Para isso foi realizado um estudo exploratório dividido em duas etapas. A primeira parte foi constituída de revisão de literatura sobre as ferramentas de comunicação de marketing offline e online, métricas e métricas das ações de comunicação offline e online. A segunda etapa foi uma pesquisa empírica exploratória baseada em entrevistas em profundidade com profissionais de comunicação de marketing representantes do Banco do Brasil, Banco Votorantim, Bradesco, Citibank, Itaú, HSBC e Santander. O procedimento analítico adotado foi análise de conteúdo. Foram analisadas as ações de comunicação offline e online mais significativas para a amostra e as métricas adotadas para sua avaliação. Concluiu-se haver uma diversidade de caminhos para a avaliação das ações de comunicação, desde a adoção de métricas únicas como avaliação das marcas e índices de satisfação ou de relacionamento com clientes, até casos de empresas que perseguem métricas de ROI para cada ação offline e online isolada. Foi proposto um modelo de adoção de métricas de avaliação dos resultados das ações de comunicação offline e online apontadas pela amostra como as mais importantes. Neste modelo, estas ações e suas respectivas métricas foram organizadas segundo três públicos-alvo: a grande massa, segmentos específicos e indivíduos.The present study aims to contribute to a better understanding of how companies deal with the diversity of offline and online marketing communication decisions, a large range of metrics to evaluate these investments and also propose a model of offline and online communication metrics. In order to achieve that aim an exploratory study organized in two phases was conducted. The first phase encompassed a review of the literature related to offline and online communication tools, metrics and metrics of evaluation of offline and online communication tools. It was followed by an exploratory empirical research based on in-depth interviews with marketing communication professionals representing Banco do Brasil, Banco Votorantim, Itaú, Bradesco, Citibank, HSBC and Santander. The analytical procedure implemented was content analysis, which allowed analyzing the most significant offline and online communication tools mentioned by the sample and the metrics used to their evaluation. It was concluded that there is a variety of ways to evaluate communication tools, from the adoption of unique metrics such as brand evaluation, customer satisfaction indexes and customer relationship, to situations on which it is applied ROI metric for each offline and online communication tool. It was proposed a model regarding metrics for evaluating offline and online communication tools considered most important by the professional interviewed. In this model, the communication tools and their metrics were organized according to three audiences: the great mass, specific segments and individuals.
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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.
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This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience
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Mrhová, Aneta. "Online a offline nástroje efektivní interní komunikace." Master's thesis, 2018. http://www.nusl.cz/ntk/nusl-393086.
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The diploma thesis Online and Offline Effective Internal Communication Tools of the KKCG Investment Group provides a comprehensive view of internal communication, using Online and Offline tools. The thesis is divided into three parts. The theoretical part defines the concept of internal communication and its inclusion in the marketing and media environment, including related terminology. It also maps Online and Offline media including specific communication tools. Based on literature research is also defined the effectiveness of internal communication including innovative trends. The practical part is focused on the KKCG Group and on its own internal communication settings with real examples of used media. In the methodological part, the author describes and analyses the results of the qualitative (structured interviews with the experts of the internal communication of the companies in the KKCG Group) and the quantitative research (questionnaire survey applied on employees of the individual KKCG Group companies). In conclusion, the comparison occurs research results as well as the use frequency of Online and Offline tools. Furthermore, the level of an individual company's economic efficiency is defined and finally, the research provides answers to the main research questions, hypotheses and...
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Stará, Anika. "Komunikace vybraných subjektů v online a offline prostředí (na příkladu komunikace podniků České dráhy, RegioJet a Leo Express)." Master's thesis, 2020. http://www.nusl.cz/ntk/nusl-415500.
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This diploma thesis which is titled Communication of selected companies in online and offline environment (illustrated on enterprises České dráhy, RegioJet and Leo Express) aims to map the communication activities of the mentioned carriers on online and offline media platforms in the Czech environment. In the theoretical part is defined the basic terminology of analyzed issues, above all from the area of communication, media, marketing and partially also from the perspective of linguistics. The practical part besides the methodology includes a presentation of the analyzed companies, České dráhy, RegioJet and Leo Express, and also a descriptive analysis of their presentation or more precisely communication activities on various media types and platforms - for each of the mentioned companies separately. Furthermore, in the practical part there is a comparison of analyzed companies, based on the results of descriptive analysis and there is also a description of an additional quantitative analysis - a questionnaire survey, which was answered by a total of 808 respondents of all ages from all over the country - so in this case from the customer's point of view. At the end of the practical part, the results are summarized and evaluated, and besides, there are also from them following recommendations -...
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Silva, Clara Fernandes da. "How to define a communication strategy for a micro-company : the case of Family First." Master's thesis, 2020. http://hdl.handle.net/10400.14/31308.
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This dissertation was developed as a consulting project for Family First and its main
purpose was to define the company’s communication strategy, both online and offline. This
study not only presents a corporate component for the company by providing specific
recommendations to implement its communication strategy, but also an academic component
by helping to recommend and apply in practice a communication strategy for microenterprises
in general.
In order to develop recommendations both for Family First and for microenterprises, this
dissertation encompassed the literature review, a benchmark analysis so as to understand the
best communication practices within the market and a survey with the goal of acknowledging
Family First’s segmentation, targeting and positioning and the factors that influence the
likelihood of using the company’s services. Through the benchmark analysis a panoply of
communication practices – online and offline – was gathered as well as their respective costs.
The survey data, on the other hand, indicated that the company does not have a specific
demographic target group and presented the variables that influence the likelihood of using the
company’s services.
Based on the data analysis, three communication plans were developed and recommended
to the company – Basic, Standard and Premium Plans – by taking into account the practices
that were adopted by the majority of companies analysed and their respective costs. Lastly, it
was presented the total expected costs for each recommended plan as well as a timeframe so as
to indicate the moment when each of the suggested communication practices should be
implemented.Esta dissertação foi desenvolvida como um projeto de consultoria para a Family First tendo como principal objetivo definir a estratégia de comunicação da empresa, tanto online como offline. Este estudo visou não só a componente corporativa para a empresa com recomendações para a implementação da sua estratégia de comunicação, mas também uma componente académica que ajuda a recomendar e aplicar uma estratégia de comunicação para microempresas em geral. Com o intuito de desenvolver recomendações para a Family First e para as microempresas, esta dissertação abrange a revisão de literatura, uma análise de benchmark para conhecer as melhores práticas de comunicação no mercado, e um questionário com o objetivo de identificar tanto os fatores que influenciam a probabilidade de usar os serviços da Family First como a segmentação, targeting e posicionamento da mesma. Através da análise de benchmark foi reunida uma panóplia de práticas de comunicação – online e offline – bem como os seus respetivos custos. Os dados do questionário, por sua vez, indicaram que a empresa não possui um grupo-alvo específico e apresentaram as variáveis que influenciam a probabilidade de uso dos serviços da empresa. Com base na análise de dados, três planos de comunicação foram desenvolvidos e recomendados à empresa – Planos Básico, Padrão e Premium – tendo em consideração as práticas adotadas pela maioria das empresas analisadas e os seus respetivos custos. Por fim, foram apresentados os custos totais esperados para cada plano, assim como um cronograma para indicar o momento temporal em que cada prática deve ser implementada.
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Degiorgi, Laura. "How to increase business at estée lauder via the integration of online advertising and offline communication at the point of sale and other omnichannel strategies." Master's thesis, 2019. http://hdl.handle.net/10362/107201.
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Nowadays, consumers can make their purchasing decisions nearly every twist, turn and click they make. Bearers of new prerogatives consumers have risen their expectations in terms of customization, sociability, and accessibility. Following new communication approaches,companies in every market need to correctly understand the offline and online consumer’s touchpoints and define new types of decision journeys.The beauty Italian market is still by nature very much tied to the traditional channels, and for this reasonis essential for Estée Lauderto leverage online and offline integrated strategies,enabling the consumer to purchase offline while being connected to the online world.
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Salsinha, Ana Margarida dos Anjos. "Critical success factors of communication strategy: project for Forall Phones." Master's thesis, 2020. http://hdl.handle.net/10071/21809.
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Positioning a business in the market has become a hefty challenge due to the exponential
evolution of technology since it enabled the birth of new ways of transmitting and receiving
information. In this project, critical factors of communication within the refurbished technology
market were identified. Furthermore, the main objective was to develop a strategy, formed by
a set of practices and actions, aiming to ensure the sustainability of Forall Phones' competitive
advantage in this market. Initially, a literature review was carried out, enabling the formulation
of a conceptual framework that supported the determination of the specific objectives of the
study, as well as the definition of the methodology to be applied - the case study. Concerning
the conducted diagnosis, the results were analysed: the 3 focus groups, with 12 brand
ambassadors; the questionnaire, with a sample composed of 246 respondents; and
benchmarking to communication practices among different industries. The results revealed the
need to increase brand awareness, encourage consumer engagement with the brand through
social networks, and revolutionize the company's ability to manage relations with its customers
after the purchase moment. The project was structured in three main proposals: the co-creation
of content for social networks, the optimization of the website's functionalities and the creation
of an application for post-purchase services. The suggestions were presented, contemplating
their planning and organization, methods of evaluation and control, as well as the expected
results. Finally, the conclusions and further management implications were presented.Posicionar uma empresa num mercado tornou-se um grande desafio devido à evolução exponencial da tecnologia, pois viabilizou o surgimento de novas formas de transmissão e receção de informação. Neste projeto, foram identificados os fatores críticos de sucesso da comunicação, no mercado de tecnologia recondicionada em Portugal. O principal objetivo incidiu no desenvolvimento de uma estratégia, composta por um conjunto de práticas e ações, visando garantir a sustentabilidade da vantagem competitiva da Forall Phones. Foi realizada uma revisão de literatura, possibilitando a formulação do quadro conceptual que suportou a determinação dos objetivos específicos do estudo, bem como a definição da metodologia a aplicar - o estudo de caso. Face ao diagnóstico realizado, foi executada a análise dos resultados: dos 3 grupos focais, com 12 embaixadores da marca; do questionário, com uma amostra composta por 246 respondentes; e do benchmarking a práticas de comunicação em diferentes indústrias. Os resultados apontaram para a necessidade de aumentar o reconhecimento da marca, incentivar o envolvimento do consumidor através das redes sociais, e revolucionar a capacidade da empresa de gerir as relações com os seus clientes, após o momento de compra. O projeto foi estruturado em três propostas principais: a cocriação de conteúdos para as redes sociais, a otimização das funcionalidades do "website" e a criação de uma aplicação para serviços pós-compra. As sugestões foram apresentadas, contemplando o seu planeamento e organização, métodos de avaliação e controlo, bem como os resultados esperados. Por fim, foram apresentadas as conclusões e implicações futuras para a gestão.
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Römhild, Franziska Sophia. "Innovating the pharma sales model at Boehringer Ingelheim Portugal." Master's thesis, 2013. http://hdl.handle.net/10400.14/20519.
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Boehringer Ingelheim is one of the world’s top 20 pharmaceutical companies. Its main headquarters
is in Germany. Its subsidiary in Portugal which will be focussed in this thesis, has been struggling for
the last years to keep up sales figures, not only due to economic crisis but also due to strong
regulations and changing preferences of physicians, their main target. Even though Boehringer
Ingelheim Portugal is already recovering and on the fast lane concerning their market growth, it is
still important to find new ways to continuously reach health care professionals (HCP).
This degree dissertation consequently aims at giving a broader overview of the industry’s general
background as well as of the pharmaceutical market in Portugal. Furthermore, the reader will get a
deeper insight of the company’s background and its position on the market as well as its marketing
and sales structure and its current strategies to address physicians. Current used marketing
approaches will be presented and discussed.
A market research study will provide insight on physicians changing preferences of communication
channels as well as on competitors’ actual marketing strategies. This will allow understanding
Boehringer Ingelheim Portugal’s position regarding a multichannel marketing approach in
comparison with other players on the market. Furthermore the study will give insight on trends in
the offline and online marketing area.
Overall, this thesis strives to give a better understanding on physicians’ areas of interest and their
communication preferences with pharmaceutical companies in order to find a new pharma sales
promotion model that increases the effectiveness of marketing and sales approaches towards HCP.
Books on the topic "Offline marketing communication"
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Ze, Zook, ed. Marketing communications: Integrating offline and online with social media. 5th ed. Philadelphia, PA: Kogan Page, 2011.
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Auteur, Lendrevie Jacques, and Emprin Catherine Collaborateur, eds. Publicitor: Publicité offline & online : TV, presse, Internet, mobiles, tablettes ... 8th ed. Paris: Dunod, 2014.
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Marketing Communications: Offline and Online Integration, Engagement and Analytics. Kogan Page, Limited, 2016.
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Marketing Communications: Integrating Online and Offline, Customer Engagement, and Digital Technologies. Kogan Page, Limited, 2019.
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R, Smith P., and Ze Zook. Marketing Communications: Integrating Online and Offline, Customer Engagement, and Digital Technologies. Kogan Page, Limited, 2019.
Find full textBook chapters on the topic "Offline marketing communication"
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Fill, Chris, and Scot McKee. "The Business Marketing Communications Mix." In Business Marketing: The Theory and Practice of B2B. Goodfellow Publishers, 2011. http://dx.doi.org/10.23912/978-1-906884-54-3-1756.
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Digital technologies have had a profound impact on the way in which organisations communicate with each other. However, this is not to suggest that the influence of the traditional offline communication tools has waned, indeed it can be argued that marketing communications have been augmented by the application of new tech- nologies. In this chapter each of the three elements that make up the marketing communica- tions mix is considered; tools, media and messages. Consideration is given to the key characteristics and effectiveness of each of the primary tools used in B2B marketing communications. The chapter then examines each of the main media from a com- munication perspective and concludes by considering the type of messages used to reach business audiences.
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Le Meunier-FitzHugh, Kenneth. "5. Promotions (marketing communications) and social media." In Marketing: A Very Short Introduction, 63–79. Oxford University Press, 2021. http://dx.doi.org/10.1093/actrade/9780198827337.003.0005.
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This chapter explores promotions, which are made up of a range of marketing communication tools that are critical in supporting the organization’s offer and conveying their brand values. They are designed to reach, interest, and engage customers in conversations and to encourage them to purchase their products. Promotional tools include advertising, sales promotions, public relations, direct marketing (on- or offline), sponsorship, and personal selling. Today, communication activities are being totally reinvented by the growth of social media and digital marketing. Indeed, the development of different types of social media has created opportunities to develop digital marketing that has an immediacy of interaction and increased intimacy with potential customers.
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Mele, Emanuele, and Katharina Lobinger. "A Framework to Analyze Cultural Values in Online Tourism Visuals of European Destinations." In Destination Management and Marketing, 204–20. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2469-5.ch013.
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Images play a crucial role in inspiring and informing travelers throughout the tourism experience. Due to this, destination management/marketing organizations (DMOs) do their best to provide visually rich websites and mobile applications. Among the factors guiding online communication choices, cultural values influence the selection and use of website design and multimedia contents. While several strategies are available to measure cultural values offline and online, so far, no consistent framework has accounted for the visual style of cultural categories in the tourism domain, especially within the European context. Addressing this research gap, the aim of this article is to propose a framework for the visual analysis of cultural values in the context of European destinations, also discussing the relation among values, visual content and visual style. The final model results from the combination of existing theories of visual semiotics and cross-cultural communication with bottom-up data from the semiotic analysis of 95 pictures from UK and Portuguese DMO websites.
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Koçyiğit, Murat. "A Literature Review on the Viral Advertising Narrative Structure." In Advances in Marketing, Customer Relationship Management, and E-Services, 167–83. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-2373-4.ch010.
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Viral advertising relies on consumers' transmitting the message to other consumers within their online social media. Viral advertising is controlled by consumers and is less under the control of advertisers and brands (Petrescu, 2014). Consumers receive the link or the advertising content and pass it along through e-mail or posting it on a blog, microblog, podcast, wiki, form, webpage, and social media profile. Advertising narrative in traditional media has changed with viral ads. In the narrative of viral advertising is more emotional, romantic, humorous, sexual and contains social messages. This study was conducted to examine the Brands' viral advertising narrative. Viral advertising is at an early stage of development and much of the current viral marketing communication literature research is concerned with understanding the motivations and behaviours of those passing-on email messages. No longer the preserve of offline communication strategists, it is becoming a central platform for interactive marketing communications (Cruz & Fill, 2008).
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Alam, Mohammad Zahedul. "Marketing and Advertisement in Cross-Border E-Commerce." In Cross-Border E-Commerce Marketing and Management, 120–47. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5823-2.ch006.
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Recently, cross-border e-commerce has been growing rapidly among the developed and developing countries. Marketing managers design marketing and advertising strategies targeted to local and across the country. Companies need to develop separate marketing programs for different country and diverse cultural context. In this chapter, the authors discuss cross-border e-commerce, its development, the advertisement and marketing strategies, policies, and programs that are applicable to the arena of cross-border e-commerce. However, advances in communication technologies, transportation, and other technological advances have made the world a much smaller place. To survive in the competitive business environment today, companies need to make their products and services available online as well as offline. Major technological advances including the explosion of the internet have had a major impact on buyers and the marketers who serve them. To thrive in this new digital age—even to survive—marketers must rethink their strategies and adapt them to today's new environment.
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Koçyiğit, Murat. "A Literature Review on the Viral Advertising Narrative Structure." In Brand Culture and Identity, 1363–79. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch073.
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Viral advertising relies on consumers' transmitting the message to other consumers within their online social media. Viral advertising is controlled by consumers and is less under the control of advertisers and brands (Petrescu, 2014). Consumers receive the link or the advertising content and pass it along through e-mail or posting it on a blog, microblog, podcast, wiki, form, webpage, and social media profile. Advertising narrative in traditional media has changed with viral ads. In the narrative of viral advertising is more emotional, romantic, humorous, sexual and contains social messages. This study was conducted to examine the Brands' viral advertising narrative. Viral advertising is at an early stage of development and much of the current viral marketing communication literature research is concerned with understanding the motivations and behaviours of those passing-on email messages. No longer the preserve of offline communication strategists, it is becoming a central platform for interactive marketing communications (Cruz & Fill, 2008).
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Phutela, Nidhi, and Anubha Vashisht. "Giving Personalized Treatment." In Advances in Marketing, Customer Relationship Management, and E-Services, 183–96. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0143-5.ch010.
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Healthy profits are critical to any organization's survival and must be factored into key business decisions, including the decision to hold the customers with the firm. Though these benefits extend beyond the financial realm, organizations should focus more on customers because it makes good business sense. Therefore, to achieve operational excellence, a firm must integrate its sales and service functions across multiple channels that provide personalized services to its customers. From face-to-face contact to self-service websites, they must capitalize on every communication opportunity. Improving customer satisfaction is not enough, to stay competitive; firms must also focus on achieving customer delight. The value of relationships with customers is double the worth of measured brand value. Every single transaction with every customer is a big contributor to successful business. And, nowadays, organizations have started looking for various strategies that can satisfy, delight or excite customers. The most common strategy used is that of engaging its customers with a company or a brand. Vrious ways are adopted to engage customers both online and offline. It can be through extensive brand and product knowledge, discussion forums, personalized services like e-mails, sms etc. Online engagement tactics may bring a revolutionary change in the customer's mindset. Hence, the organization can shift its entire focus on Customers and must provide with an exceptional customer experience. Some of the strategies that can be implemented in this regard are: e-mail marketing and in-product messaging. E-mail Marketing is the commonly used approach by most of the firms these days. The purpose of sending e-mails can be numerous: feedback, upgrades, monthly newsletter, tradeshows, etc. But the question is what would be the response of the customers to these generalized mails. Will they take them on a serious not? The answer is a big ‘NO'. The customers would be appreciating these mails only and only if they are related to the specific interest of the customer. Personalized services steal a customer's heart at least to a certain extent. As far as the second approach is concerned, it is in-product messaging which is on a rise currently. It removes the hurdle of poor conversion rates as in the case of e-mail marketing, also, it focuses directly on customer. The aim of this chapter is to highlight the strategies of customer engagement in creating value satisfaction and thereby building customer loyalty leading to excellence in business, which is one of the key factors for excellence, with a special reference to online shopping. This chapter will provide theoretical framework to understand the relationship between excellence, customer Engagement and loyalty. This chapter is structured as follows. To start with, this chapter focuses on excellence of the business which benefits both the internal as well as the external customer, followed by the outcomes of previous investigations on conceptual framework of engagement.
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Svensson, Jakob. "Amplification and Virtual Back-Patting." In Social Media Marketing, 1527–42. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch071.
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This chapter explores the rationalities of politicians' social media uses in Web-campaigning in a party-based democracy. This is done from an in-depth case study of a Swedish politician, Nina Larsson, who with the help of a PR agency utilized several social media platforms in her campaign to become re-elected to the parliament in 2010. By analyzing how and for what purposes Larsson used social media in her Web-campaign, this chapter concludes that even though discourses of instrumental rationality and of communicative rationality were common to make her practices relevant, Nina primarily used social media to amplify certain offline news media texts as well as to commend and support other liberal party members. Hence, from this case, the authors conclude that Web-campaigning on social media is used for expressive purposes, to negotiate and maintain an attractive political image within the party hierarchy.
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Cipolla-Ficarra, Francisco V., Jacqueline Alma, and Jim Carré. "Human Factors in Computer Science, New Technologies, and Scientific Information." In Advanced Research and Trends in New Technologies, Software, Human-Computer Interaction, and Communicability, 480–90. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-4490-8.ch043.
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The research work presents a set of rhetorical questions with regard to the new profile that an expert or an editor of scientific information must have regarding computer science and other interactive systems online and offline. The main interrelations between the communicator of the new technologies and those who generate or present themselves as authors of those breakthroughs are also presented, that is, the marketing of sciences. Finally, real examples that show how the economic factor prevails over the neutrality of science are inserted.
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Kudyba, Stephan, and Richard Hoptroff. "Turning Your Brick and Mortar into a Click and Mortar." In Data Mining and Business Intelligence, 94–105. IGI Global, 2001. http://dx.doi.org/10.4018/978-1-930708-03-7.ch006.
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I recently read an article about words and terms that evolved exclusively from the American culture. This piece traced the history of American-born verbiage throughout the 1900s and into the year 2000. Not surprisingly, many of the words that appeared in later years were some of the most pervasive buzzwords and terms of our Web-wild culture: e-business, e-commerce, click-and-mortar, among others. It’s daunting, really; no wonder some retailers are confounded by what faces them as they ponder the move from offline to online. You’ve spent millions of dollars implementing a customer relationship management system to better understand your customers: their wants, their desires, their buying habits. You’ve used it to great success to build excellent offline customer relations. You’re now looking for the next big opportunity, the jump into something beyond what you’re currently doing. The truth is that those that do make the jump can be exposed to a tremendous amount of opportunity and increased revenue. Using the data that your customer relationship management (CRM) solution has collected about offline customers and “multichanneling” it, as it’s called, can lead to big profits. Traditional marketers’ eyes light up when they see forecasts predicting that $199 billion will have been spent by consumers online by 2005 (“Online Influencing Offline: The Multichannel Mandate,” Jupiter Communications, June, 2000). The challenge presented to marketers is how to successfully make the jump to promoting their goods in cyberspace. The thing to remember is that a lot of the same rules apply—but on the Web, you have a lot more options. Be aware that Web and offline marketing share some basic truisms. The ultimate goal is to identify your appropriate audiences and market to them accordingly. Get to know your audiences, present them information that is customized to their needs and interests, and deliver it to them in a non-intrusive manner. The Web makes it exceedingly easy to do this, especially with solutions like online profiling, which this chapter will cover in detail.