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1
Mulhern, Francis J., and Robert P. Leone. "Retail promotional advertising." Journal of Business Research 21, no. 3 (November 1990): 179–94. http://dx.doi.org/10.1016/0148-2963(90)90027-b.
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Saputra, Sartono Maya, and Retno Ibut Utami. "PENGARUH BIAYA PROMOSI TERHADAP PENDAPATAN JASA “NAKAMURA HOLISTIC THERAPY” DI SURAKARTA." ProBank 2, no. 2 (August 19, 2017): 36–47. http://dx.doi.org/10.36587/probank.v2i2.183.
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Promotion and communication are summarized in the promotional mix that contains a combination of the best strategy of the variable cost of advertising, the cost of personal selling and sales promotion costs, all of which are planned to achieve the objectives of the sales program: increasing service revenues in order to increase as well jumlahl aba obtained. this study aims to determine the effect of promotional costs consist of: the cost of advertising, sellling personal cost, and cost of sales promotions on services revenue. The data used in this research is data based on time series (time series). This research is explanatory research, ie research that explains the causal relationship between research variables through hypothesis testing. The analytical tool used in this research is multiple linear regression analysis. The study shows that the variable cost of advertising and sales promotion variable is not significant positive effect on service revenues. While the cost of personal selling significant negative effect on service revenues. Advertising, personal selling, and sales promotion together a significant effect on service revenues.Keywords: Advertising Costs, Fees Personal sellling, Cost of Sales Promotion, Revenue Services
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Saputra, Sartono Maya, and Retno Ibut Utami. "PENGARUH BIAYA PROMOSI TERHADAP PENDAPATAN JASA “NAKAMURA HOLISTIC THERAPY” DI SURAKARTA." ProBank 2, no. 2 (August 19, 2017): 36–47. http://dx.doi.org/10.36587/probank.v2i2.183.
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Promotion and communication are summarized in the promotional mix that contains a combination of the best strategy of the variable cost of advertising, the cost of personal selling and sales promotion costs, all of which are planned to achieve the objectives of the sales program: increasing service revenues in order to increase as well jumlahl aba obtained. this study aims to determine the effect of promotional costs consist of: the cost of advertising, sellling personal cost, and cost of sales promotions on services revenue. The data used in this research is data based on time series (time series). This research is explanatory research, ie research that explains the causal relationship between research variables through hypothesis testing. The analytical tool used in this research is multiple linear regression analysis. The study shows that the variable cost of advertising and sales promotion variable is not significant positive effect on service revenues. While the cost of personal selling significant negative effect on service revenues. Advertising, personal selling, and sales promotion together a significant effect on service revenues.Keywords: Advertising Costs, Fees Personal sellling, Cost of Sales Promotion, Revenue Services
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Trisna, Ida Ayu Trisna Wijayanthi, and Ida Bagus Amerta Kusuma. "ANALISIS BIAYA BAURAN PROMOSI TERHADAP PENDAPATAN KAMAR DI GRAND MIRAGE RESORT & THALASSO BALI." Warmadewa Management and Business Journal (WMBJ) 3, no. 1 (February 28, 2021): 20–31. http://dx.doi.org/10.22225/wmbj.3.1.2021.20-31.
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Promotion is a strategy used to introduce products or services that are owned in order to increase room revenue in hotels. Grand Mirage Resort & Thalasso Bali carries out promotional activities by means of advertising, personal selling and sales promotion. However, in reality the cost of the promotional mix and room income do not go hand in hand, so the main point of this research is how the effect of the promotional mix costs on room income at Grand Mirage Resort & Thalasso Bali and the purpose of this study is to find out how the effect of the promotional mix costs in the form of advertising costs, personal costs selling and sales promotion costs to room revenue at Grand Mirage Resort & Thalasso Bali. The data analysis technique used in this research uses descriptive quantitative analysis techniques through classical assumption analysis methods, multiple regression analysis, t test, f test and the coefficient of determination. The results of the t test indicate that partially the advertising cost variable has a significant effect on room income. Based on the F test, advertising costs, personal selling costs, and sales promotion costs simultaneously have a significant effect on room revenue. Based on the results of the analysis, the variable advertising costs, personal selling costs, and sales promotion costs, the advertising cost variable that has the most dominant influence on room income at Grand Mirage Resort & Thalasso Bali.
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Peattie, Sue. "The Use of Sales Promotion Competitions in Social Marketing." Social Marketing Quarterly 5, no. 1 (March 1999): 22–33. http://dx.doi.org/10.1080/15245004.1999.9961034.
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It has been suggested that many social marketing campaigns fail because they assign advertising the primary role and fail to develop and use all of the available marketing mix tools. In addition, social advertising has to compete for the public's attention with increasingly costly and sophisticated commercial marketing campaigns. This has led to a growing interest in sates promotion techniques for social marketing. Despite the increasing use of sales promotion techniques in the commercial sector, they have never received the academic scrutiny given to advertising. These techniques have traditionally been “bundled” together, with the research conducted being dominated by value-increasing promotions (those which alter the product/price “deal”) involving money-off, coupons or “x % extra for free.” These promotional techniques are the least appropriate for social marketing campaigns, which rarely involve either a tangible product or an economic price. Value adding campaigns (those which introduce benefits not directly connected to the core product or its price) such as promotional competitions (also known as contests and sweepstakes) or give-aways, are the most suitable for social campaigns but the least well understood in terms of research. This paper discusses alternative “below-the-line” promotional tools and demonstrates how promotional competitions - in particular - can help with the distinctive communication challenges faring social marketers. Experience and research from the commercial sector is used to suggest guidelines for planning competitions.
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Mela, Carl F., Sunil Gupta, and Donald R. Lehmann. "The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research 34, no. 2 (May 1997): 248–61. http://dx.doi.org/10.1177/002224379703400205.
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The authors examine the long-term effects of promotion and advertising on consumers’ brand choice behavior. They use 8 1/4 years of panel data for a frequently purchased packaged good to address two questions: (1) Do consumers’ responses to marketing mix variables, such as price, change over a long period of time? (2) If yes, are these changes associated with changes in manufacturers’ advertising and retailers’ promotional policies? Using these results, the authors draw implications for manufacturers’ pricing, advertising, and promotion policies. The authors use a two-stage approach, which permits them to assess the medium-term (quarterly) effects of advertising and promotion as well as their long-term (i.e., over an infinite horizon) effects. Their results are consistent with the hypotheses that consumers become more price and promotion sensitive over time because of reduced advertising and increased promotions.
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Manan, Rustam Hakim. "ANALISIS TERHADAP TINGKAT REVENUE PERUSAHAAN PRODUSEN TANAMAN HIAS TERHADAP PENGELUARAN BIAYA PROMOSI SEBAGAI BAGIAN DARI SISTEM PENJUALAN PRODUKNYA." PENELITIAN DAN KARYA ILMIAH 1, no. 1 (May 30, 2016): 57. http://dx.doi.org/10.25105/pdk.v1i1.432.
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Enterprises producers of ornamental plants mostly in the form of UKM that has not been touched by the thought of utilizing advertising as a means of promotion merchandise. A phenomenon that perceives that the cost of advertising spending for the promotion, will bring revenue burden for entrepreneurs producers of ornamental plants. Therefore, the author tries to see how the level of income of a company producer of the promotional expenses. Data obtained books adapted by Carter Hill, William Griffiths, George Judge, in the book Undergraduate Econometrics, John Willey & Sons Inc., New York, 1988. The data are taken as many as 15 pieces with variable between the levels of income/revenue expenditure promotional costs. That is the level of income is influenced by promotional expenses. Thus the dependent variable (Y) is the income and promotion expenses (X). This paper will attempt to provide an analysis of the level of revenue company producers of ornamental plants against promotion expenses as part of the system sales of its products. The assumption is estimated that revenue will increase when enlarged promotional expenses. The purpose of the description in this paper is to discuss the hypothesis of economic phenomena, especially on the behavior and function of the company's revenue with the cost of sale (in this case the cost of advertising). The methodology used is through the approach of econometrics at the company's plant landscaping and regression analysis (linear) with SPSS method. From the discussion, we concluded among other things, income / revenue are highly dependent on spending promotional / advertising. Therefore if the company will still generate the maximum benefit it is necessary expenses advertising costs.
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Czaplewski, Andrew J., and Eric M. Olson. "Adaptive Strategies of Tobacco Firms Subsequent to the 1998 Master Settlement Agreement: An Examination of Emergent Tobacco Promotional Mix Efforts." Social Marketing Quarterly 9, no. 1 (March 2003): 3–17. http://dx.doi.org/10.1080/15245000309104.
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This article uses the promotional mix framework to examine tobacco promotional efforts in five distinct categories: advertising, sales promotion, direct marketing, personal selling, and public relations. We specifically explore how tobacco companies are adapting their promotional efforts in each category subsequent to the 1998 Master Settlement Agreement (MSA) among the five largest tobacco companies and 46 states. We utilize primarily marketing popular press literature and a comparison between 1998 and 1999 tobacco promotional expenditures to provide a comprehensive picture of emergent tobacco promotional efforts in response to the new restrictions. Numerous adaptations within each category are examined. In particular, substantial new expenditures in the areas of trade-oriented sales promotions, direct marketing, and public relations activities are revealed. Specific tactics being used in each of the five promotional mix categories are discussed.
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Carpenter, Marie, and Patrick Luciano. "Emerging market orientation: advertising and promotion in the French telecommunications sector: 1952-2002." Journal of Historical Research in Marketing 13, no. 2 (July 10, 2021): 112–38. http://dx.doi.org/10.1108/jhrm-07-2020-0026.
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Purpose The purpose of this paper is to analyze the level and forms of advertising in the French telecommunications sector between 1952 and 2002 in order to understand the transformation of the leading organization in the sector and its succesful adoption of increasingly sophisticated practices. The context of increased market orientation is examined to investigate how such practices emerge. Design/methodology/approach Extensive historical study of primary source material and secondary sources was conducted to develop acomparison of three eras. For each era, major changes in relation to advertising and promotional practices are identified along with key contextual elements to understand the relative importance of internal or external influences on the adoption of market-oriented practices. Findings Initially, advertising and promotional practices studied were introduced gradually within the state-run organization (1952–1973). They subsequently became increasingly important and systematic (1974–1985) before finally becoming those of a modern organization (1986–2002) in the competitive sphere. In addition to single institutional messages aimed at either consumer or business markets, more abstract forms of communication were used over time and publicity was increasingly targeted at different segments.The French telecommunications sector was aware of the necessity to engage in advertising and promotional activities prior to the existence of competition in its main consumer market. Adoption of such customer-oriented practices was more pronounced initially in the business segment. Advertising and promotional activities to consumers became increasingly significant as the administration modernized and developed innovative services. This growth in promotion and in its sophistication accelerated within the new competitive environment following deregulation and, in particular, with the growth of the mobile sector. Both the external environment and internal organizational transformations thus need to be taken into account when analyzing growing adoption of advertising and promotion. Originality/value This systematic study of the introduction of advertising and promotional practices in the French telecommunications sector highlights how public organizations can introduce practices linked to market orientation. In the organization studied, the fact that increased advertising and promotional activity was driven by organizational transformation in the second of the three eras studied indicates the importance of investigating internal influences and external factors such as competition.
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Heltai, Pál. "Translating promotional and advertising texts." Across Languages and Cultures 15, no. 2 (December 2014): 313–16. http://dx.doi.org/10.1556/acr.15.2014.2.9.
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Lubis, Nurhayani, and ZULIA KHAIRANI. "Efektivitas Straegi Bauran Promosi Oleh_Oleh Makanan Khas Riau (Studi Kasus Pada Wisatawan Di Kota Pekanbaru)." Jurnal Daya Saing 3, no. 3 (October 15, 2017): 315–19. http://dx.doi.org/10.35446/dayasaing.v3i3.122.
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For the sake of promoting and inviting tourist to tourist resort, there are some factors that should be considered as value added. One of them is spesific foods as part of local culture characteristic. Promotional activities is an important role to introduce and cultivate the interest of tourists in a souvenir typical regional foods. The aims of the study were to analyze the level of promotion mix consists of advertising, sales promotion, direct marketing, personal selling, and public relations, and to find out the level of consumer buying interest, and finally investigate the influence of promotional mix on consumer purchase intention of the tourists. The sample in this study were 100 tourists. The method used were combination of quantitative and qualitative analysis. The data was purposively taken using quantitative analysis. Quantitative analysis, that is, descriptive analysis was performed with the interpretation of the data obtained in the study and the results of data processing that had been carried out by providing information and explanations. The results showed that advertising, personal selling, and public relations are in good criteria. While sales promotion and direct marketing are in medium criteria.
Keywords: advertising, sales promotion, direct marketing, personal selling, and public relations, promotions mix
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Tustin, D. H., and J. W. Strydom. "Measuring the impact of advertising and promotion expenditure at national, industry and company levels in South Africa." South African Journal of Economic and Management Sciences 6, no. 3 (September 30, 2003): 627–40. http://dx.doi.org/10.4102/sajems.v6i3.3310.
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Sound record-keeping of advertising expenditure figures in South Africa allows for a relative accurate assessment of the impact of advertising expenditure at national, industry and company level. However, the overall composition of marketing communication expenditure is nowadays affected by the continuous increase of promotion expenditure at the cost of advertising. Unfortunately, record-keeping abilities on promotion expenditure figures trails that of advertising. Consequently, the study aims to collect data on advertising and promotion expenditure simultaneously. Such information is highly valued by marketing practitioners in planning annual advertising and promotional budgets. To add further value to the analysis, some international comparisons are made.
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Ziganshina, L. E., and R. R. Niyazov. "Unethical drug promotion by pharmaceutical industry as the main barrier to the rational use of medicines." Kazan medical journal 94, no. 2 (April 15, 2013): 240–44. http://dx.doi.org/10.17816/kmj1596.
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The review surveys the problems of pharmaceutical promotion and public health. Global and domestic realities of pharmaceutical marketing are discussed. Various promotional activities of pharmaceutical industry are described with special emphasis on journal advertisements. Examples of unethical marketing practices of the global pharmaceutical companies are presented with details of the fines paid by the companies for unethical promotion of their products for «off-label» use or for long-term concealing of adverse drug reactions known by the companies long before they become freely available for the society. The review presents definition of «disease selling» as a technique extensively used by pharmaceutical industry to promote their products and increase income. Evidence of pharmaceutical promotion detrimental effects on physicians’ prescribing practices is presented in line with the evidence of funding distribution distortion: the global pharmaceutical expenditures for drug promotion are far exceeding research and development funding. The review describes, with few exceptions, the medical journal editors general lack of awareness of journal advertisements influence on prescribers’ knowledge, attitudes and medicine use. The review reveals promotional nature of advertisements as opposed to information delivery. It describes unethical marketing techniques including journal advertising used as an instrument of promotional idea delivery to physicians and the problem of promotional influence on prescribing. The review emphasizes that pharmaceutical industry self-regulation as well as medical journals peer reviewing process do not protect from misleading advertising. It concludes that pharmaceutical advertising, and advertising in medical journals as an example is not informative and threatens public health, requiring detailed regulation.
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Tamamudin, T. "PROMOSI INDUSTRI BATIK PEKALONGAN (Penerapan, Kemudahan, dan Hambatan)." JURNAL HUKUM ISLAM 13, no. 2 (December 7, 2015): 99. http://dx.doi.org/10.28918/jhi.v13i2.489.
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Abstract: Pekalongan city is one of the produce regions batik. Geographically, small industry and large garment industry compete in the marketing of Pekalongan batik spread and extends beyond Pekalongan. Promotion strategy itself is the best combination of variables advertising, personall selling, promotions and other publicity semuanaya planned to achieve sales program. The type of research is a field research. The approach used in the study is a qualitative approach, the research procedures that produce descriptive data, in the form of words written or spoken of the people and observed behavior. Batik industry in Pekalongan in the implementation of the strategy promotion strategy promotional mix or promotional mix (promotional mix) that is noticed and keep the blend of Personal selling by opening stores or shop and email services for e-commerce, advertising to advertise in several electronic media and newspapers, sales promotion with several exhibitions held in Pekalongan Pekalongan and outside the city, and publicity by utilizing the internet.Abstrak: Kota Pekalongan adalah salah satu daerah penghasil batik. Secara geografis, Industri kecil maupun industri konveksi besar bersaing dalam pemasaran batik Pekalongan yang menyebar dan meluas di luar Kota Pekalongan. Strategi promosi sendiri merupakan kombinasi yang paling baik dari variable-variabel periklanan, personall selling ,promosi dan publisitas yang lain yang semuanaya direncanakan untuk mencapai tujuan program penjualan. Jenis penelitian yang digunakan adalah penelitian lapangan (field research). Pendekatan yang digunakan dalam penelitian adalah pendekatan kualitatif, prosedur penelitian yang menghasilkan data-data deskriptif. Industri batik di pekalongan dalam pelaksanaan strategi promosinya menggunakan strategi bauran promosi atau promotional mix (bauran promosi) yaitu memperhatikan dan menjaga perpaduan antara Personal selling dengan membuka gerai atau toko dan layanan email untuk e-commerce, advertising dengan mengiklankan dibeberapa media elektronik maupun surat kabar, promosi penjualan dengan beberapa pameran yang diadakan di pekalongan maupun diluar kota pekalongan, dan publisitas dengan cara memanfaatkan internet.
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Asante, Edward, Edward Markwei Martey, and Joseph Owusu Kwakye. "Impact of Promotional Tools on Marketing of Library Services: An Exploratory Study of Polytechnics in Ghana." International Journal of Technology and Management Research 2, no. 1 (March 12, 2020): 16–25. http://dx.doi.org/10.47127/ijtmr.v2i1.47.
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The study investigates the impact of promotional tools on marketing of library services. The study explores the relationship between promotional tools constructs: personal selling, sales promotion, public relations and advertising on marketing of library services among selected Polytechnics in Ghana. With the aid of SPSS, the following statistical method were employed: supporting literature for measurement scales, values of cranach’s alpha for construct values, descending means of constructs, skewness and kurtosis on the constructs, correlations and regression analyses on a sample of 402 obtained through convenience sampling method. The study revealed that, all the constructs of the promotional tools thus personal selling, sales promotion, public relations and advertising have significant positive relationship with marketing of library services. The study suggests that the professional training of library staff should include courses such as personal selling, sales promotion, public relations and advertising. . Library staff should be trained and develop skills on how to handle users request and establish a good personal relationship with users of the library. Library staff should be oriented on the procedures to handle complaints and find lasting sloutions to them. Users should be updated with the list of new databases, online services and new journals via notice board, leaflets and newsletters as well as the institutional websites. Library staff should collaborate with professional markerters on the application of the marketing mix in the promotion of their services.
Keywords: Advertising, Personal selling, Sales promotion, Public relations, Academic libraries
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Gordon, Averill. "REVIEW: Pernicious effect of promotion panned." Pacific Journalism Review 20, no. 1 (May 31, 2014): 260. http://dx.doi.org/10.24135/pjr.v20i1.203.
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Book review of: Promotional Cultures: The Rise and Spread of Advertising, Public Relations, Marketing and Branding, by Aeron Davis. Cambridge, UK: Polity Press, 2013, 247 pp. ISBN 0745639836. Aeron Davis' new book promotes the argument that we are increasingly submerged in promotional discourses. This book will not rescue anyone from their impending drowning but nevertheless it searches the murky waters of public relations, marketing, promotions and advertising fishing out the pervasive and unrelenting promotional influences. The author draws on numerous theories to demonstrate the cultural shift we have made to become a promotional world. It draws on established media theorists such as Adorno, Barthes, Baudrillard, Blumer, Bordieu, Fiske and McQuail as well as more recent researchers to develop the argument that promotion has become an imperceptible and intrinsic part of our lives. This text is likely to have greater appeal to readers with prior knowledge of mass communications, journalism or public relations as it does not explain theories but glosses over them, for example, Barthes’ semiotics is briefly described as how a signifier and signified have varied individual meanings but can combine to form one sign. Davis refers to textual analysis by racing through the tools of news values, uses and gratifications, encoding and decoding, semiotics and postmodernism.
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Lemon, Katherine N., and Stephen M. Nowlis. "Developing Synergies between Promotions and Brands in Different Price-Quality Tiers." Journal of Marketing Research 39, no. 2 (May 2002): 171–85. http://dx.doi.org/10.1509/jmkr.39.2.171.19089.
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Brands are promoted in many different ways. In this research, the authors examine synergies between different types of promotions and characteristics of the brands that offer the promotions. Specifically, the authors examine interactions among feature advertising, display, price promotions, and the price-quality tier of the brand offering them. Using both scanner data and experiments, the authors find that high-tier brands benefit more than low-tier brands from price promotions, displays, or feature advertising when these promotional tools are used by themselves. This advantage disappears, however, when certain promotional tools are used in combination with one another. In particular, the authors find that price promotions have a more equal effect on low-tier and high-tier brands when these promotions are offered in settings where comparisons are difficult (end-of-aisle displays or feature advertising). Furthermore, the combined effects of displays and price promotions, or feature advertising and price promotions, are greater on the low-tier brands than on the high-tier brands. The results provide insights into the conditions under which specific marketing tools are most effective for which brands. The authors discuss theoretical implications of the results as they relate to promotions and consumer decision making and outline strategic implications for retailers and manufacturers.
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Sumarsid and Atik Budi Paryanti. "Analisa Promosi Penjualan dan Periklanan terhadap Hasil Penjualan Air Mineral." JABE (Journal of Applied Business and Economic) 6, no. 1 (November 11, 2019): 1. http://dx.doi.org/10.30998/jabe.v6i1.5210.
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<p>PT. Tirta Investama (Danone Group) is a company manufacturer of mineral <br />water with the AQUA brand. Because of the many companies that produce similar products i.e. mineral water then the competition happens to be very tight. To be able to compete in the market of mineral water PT. Tirta Investama did a promotional strategy including sales promotions and advertising for all products of mineral water AQUA. Based on the results of the analysis of the multiple correlation coefficient obtained correlation coefficient value of X1cost of sales promotions and X2 the cost of advertising is 0.976. Thus the cost of sales promotions and advertising fees have a very strong relationship and positive results against sales of mineral water AQUA packaging 600 milliliters PT. Tirta Investama. <br />Based on the results of the analysis of multiple linear regression can be <br />known that any increase in the cost of sales promotions per USD 1,-, it will result in an increment amounting to Rp 0,952 sales results. Whereas an increase in the cost of advertising per Rp l-then increment will result in proceeds of $1,279,-thus it can be concluded that if companies do plan to add to the cost of advertising or promotional then the sales volume will increase.Based on the results of the analysis of the determining coefficient (KP) obtained registration = 0.952 or 95.2%. milliliter on means a percentage of the sales promotion costs and influence the cost of advertising against product sales results AQUA mineral water packaging 600 milliliteron PT. Tirta Investama amounted to 95.2% is affected by other factors that are not the meticulous writer. Calculation based on hypothesis test with t-test shows that the variable cost of sales promotions, as well as variable costs partially influential advertising significantly to sales results. And based on the hypothesis test with test F it can be concluded that the cost of sales promotions and advertising costs simultaneously affect significantly to sales of mineral water AQUA packaging 600 milliliters on <br />PT. Tirta Investama.</p>
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Поляков, V. Polyakov, Фомичева, and Irina Fomicheva. "Particular Models of Options Planning of Promotional Campaigns." Economics 4, no. 2 (April 18, 2016): 16–21. http://dx.doi.org/10.12737/18960.
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The concept of advertising stream as a kinematic characteristic in media planning
is given. The classification of advertising streams from the standpoint of deciduous
interval. The analysis of stream models of advertising campaign is presented.
Particular qualities of streams depending on the types of structural compositions
of advertising campaigns are showed. Conflicting situations in optimizing the
process of media planning of an advertising campaign is considered.
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ur Rahman, Ata, and Mohyuddin Hashmi. "http://habibiaislamicus.com/index.php/hirj/article/view/210." Habibia Islamicus 5, no. 2 (June 22, 2021): 95–107. http://dx.doi.org/10.47720/hi.2021.0502u07.
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Promotional activities (e.g. advertising, promotional gifts, promotional contests) are the key roots of Marketing which play a vital role to create consumer awareness about the products and services available in the market and ultimately contribute to the economic progress and social development. Indeed, the principles about the promotional ethics in Islam are directly or indirectly explained in the old and new Islamic literature in scattered shape. The focus of this study is to gather and implement the Islamic point of view about the promotional ethics related to promotional contests by pointing out the unlawful promotion tactics with suitable recommendations based on fiqhi opinions.
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Smetonienė, Irena. "Stylistic punctuation of promotional texts." Lietuvių kalba, no. 7 (December 20, 2013): 1–13. http://dx.doi.org/10.15388/lk.2013.22681.
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The article deals with promotional texts as the genre of advertising allows disclosing the methods that its creators use in seeking to attract the addressee’s attention and persuade them to purchase an item under consideration. Promotional texts are closely related to the style of public media, i.e. that functional style which due to its greater persuasive character acquires the features of all other functional styles, including punctuation. Applying the analytical and the descriptive methods, this article aims at exploring to what extent the semantics of punctuation has developed in advertising and how punctuation marks are used to effectively create information with an emotional and expressive quality.Promotional texts contain no neutral punctuation marks. They have one main function, i.e. an emotional-expressive function. Even when they perform other functions, at the same time they also convey a certain emotional shade of meaning. The exclamation mark, question-mark and ellipsis in advertising mark the greatest number of emotion shades, create suspension, an impression of emotion swings, make the addressee think, evaluate and fill the gaps that have been left. When an advertisement makes use of suspense which is eventually broken and leads to a positive ending, its creators use a combination of several punctuation marks.The semantics of the dash in advertising has also acquired new shades of meaning. A dash gives rise to unexpected nuances of thought, dynamics of text, it marks an emotional pause, burst of feelings; yet, when a dash performs the emotional-expressive function its effect is strengthened by the usage of an exclamation mark.The period, which is traditionally a neutral mark, in advertising is not entirely neutral: in a slogan it occupies the position of an exclamation mark and therefore it obtains emotional character. When performing a compositional function, it gives more flexibility to emphasise different semantic foci; it highlights segmentation, addition (pridūrimas) and distribution (parceliacija).The comma in advertising may be neutral but it can also mark emotional pauses. It performs the expressive function when it separates parentheses, additive clauses or when it highlights rhetorical figures.
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Fong Yee Chan, Fanny. "The perceived effectiveness of overt versus covert promotions." Journal of Product & Brand Management 29, no. 3 (August 12, 2019): 321–34. http://dx.doi.org/10.1108/jpbm-06-2018-1912.
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Purpose The purpose of this study contributes to literature on marketing communications by empirically contrasting the effectiveness of a new form of covert promotions (product placement in recipes) and an overt promotion (traditional advertisement). The mediating role of perceived believability of promotional materials and the moderating roles of advertising skepticism and brand awareness were examined based on a conceptual model. Design/methodology/approach A Web-based experiment with 2 (form of promotion: overt versus covert) × 2 (brand awareness: low versus high) between-subjects full factorial design was used. A public sample of 537 participants had participated in the study. The conceptual model was further tested on 106 participants using stimuli of a fictitious brand. Findings A two-stage moderated mediation analysis shows that the perceived believability of promotional materials was a significant mediator of the form of promotion and brand evaluations. Consumers showed a higher level of believability toward covert promotion, which, in turn, led to more positive evaluations of the promoted brand. Advertising skepticism and brand awareness were found to significantly moderate the relationship between form of promotion and attitudes toward the promoted brands. A similar pattern of results was obtained when stimuli of a fictitious brand were used. Originality/value This research addresses an important issue in marketing communication and extends the understanding of the perception of overt and covert promotions by examining the underlying mediating and moderating variables, which have rarely been explored before. The results guide marketers in developing effective marketing communication strategies for well-known, less well-known and even new brands. It also directs policymakers to consider whether integrated branded content in recipes should be disclosed to protect consumers from surreptitious promotions, which may help to lower consumers’ skepticism toward advertising in the long run.
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Young, Brian. "The Child's Understanding of Promotional Communication." International Journal of Advertising and Marketing to Children 2, no. 3 (April 1, 2000): 191–203. http://dx.doi.org/10.1108/eb027651.
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Although there is an extensive literature on the child's understanding of the intent behind advertising, children's understanding of the promotional nature of advertising and marketing has been neglected. Promotional is defined as making positive claims about the product. Children aged from 4 to 9 years of age were presented with television commercials with different endings and asked which ending should be used when the ad is shown on TV. Results show that 4–5‐year‐olds chose the fun option that shows the product in a bad light but by 5–6 years of age children are rejecting this option in favour of the promotional ending and by 7–8 years less than 10% chose the fun option. These findings should inform the debate about regulating advertising to children as such regulation is based on children being able to distinguish advertising from programming.
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Aziz, Ahmad Abzal. "ADVERTISING DESIGN FOR ACCESS STUDIO." Arty: Jurnal Seni Rupa 9, no. 2 (August 18, 2020): 103–21. http://dx.doi.org/10.15294/arty.v9i2.40297.
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Access Architect is an architectural design studio in Semarang, which was founded in 2016. As a company that is still relatively new, Access Architect faces competition from companies that have been engaged in this field before. But there is no promotional media with visual standardization that supports building and enchancing company image. On the other hand, the presence of promotional media is important because it directly relates to clients and remembers Access Architect as a company that is still relatively new. The design of promotional media created for Access Architect includes company profile and portfolio catalog, corporate identity applications, animated videos, and slider website. The manufacturing process is done by manual and digital techniques using Corel Draw and Adobe After Effects applications. The process of designing this promotional media goes through several stages of the work process, namely the preliminary process, pre-production process, the production process, and the post-production process. With the design of promotional media it is expected to help introduce Access Architect in the community, expand the marketing area, and improve the image of the company in order to compete with the competitors.
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Sedon, Mohd Fauzi, Abdul Halim Husain, and Tajul Shuhaizam Said. "‘Sale’: Representing Promotional Advertising Through Printmaking." International Journal of the Arts in Society: Annual Review 6, no. 2 (2011): 75–90. http://dx.doi.org/10.18848/1833-1866/cgp/v06i02/35997.
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Sorofman, Bernard. "Drug Promotion in Self-Care and Self-Medication." Journal of Drug Issues 22, no. 2 (April 1992): 377–88. http://dx.doi.org/10.1177/002204269202200215.
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Bernard Sorofman Awareness of self-care for health has increased in recent years. Information is obtained through a wide variety of promotional activities about symptoms and treatments to assist in the determination of self-care actions. Sources of lay oriented self-care information include traditional health industry advertising, lay initiated self-care / self-help information, manufacturers' direct-to-consumer advertising of prescription drugs and indirect-to-consumer promotional activities such as “medical breakthrough” news releases. This article covers several forms of medication promotion for self-care and explores the “medicalization” and “pharmaceuticalization” of self-care for health by health professionals.
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Muhlisoh, Lilis, Kholil Nawawi, and Suyud Arif. "Pengaruh Bauran Promosi Terhadap Keputusan Nasabah Dalam Memilih Produk Pembiayaan." Al Maal: Journal of Islamic Economics and Banking 1, no. 2 (January 5, 2020): 130. http://dx.doi.org/10.31000/almaal.v1i2.1897.
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The purpose of this study was to determine the promotional strategy undertaken by SRB HIK Insan Cita and its influence on the customer's decision in choosing financing. This research uses quantitative methods that are descriptive in nature. Data sources used are primary and secondary data. The population used was 300 customers and solvin formula used to be 67 sample respondents. Data collection techniques used by researchers are using respondents (questionnaires) and interviews. The method of data analysis in this study uses simple linear regression analysis. Promotional mix variables consisting of advertising (advertising), personal selling (personal selling), sales promotion (seles promotion), publicity (publicity) by conducting a t test shows each variable has a significant influence on the purchase decision variable. Judging from the significant advertising variable 0.038, personal selling 0.001, selles promotion 0.039, and publicity 0.002, which means it is smaller than the significant level used that is 0.05. And can also be seen by t count of 2,126, 3,366, 2,108, 3,248 which means t count 0,224. From the results of the analysis examined that the promotion mix strategy significantly influences customer decisions.
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Phillips, Ryan J. "Trailer Park Boys and the Promotional Cultures of Cannabis in Canada: Audiences, Influencers, and Imminent Commodities." Journal of Canadian Studies 55, no. 2 (July 1, 2021): 419–35. http://dx.doi.org/10.3138/jcs-2020-0019.
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While Canada, like most other nation states, has adopted various aspects of neoliberalism, the recent Cannabis Act presents ideological tensions and practical concerns given its advertising and promotional restrictions. Given the rise of neoliberalism within the dominant social, economic, and cultural system of consumer capitalism, it seems contradictory for the Canadian state to develop legislation that creates (or at least, legalizes) a new market wherein advertising and promotions (i.e., the driving forces of consumer capitalism) are effectively made absent. This article identifies and interrogates the existing tensions and contradictions between the Cannabis Act and the promotional cultures of consumer capitalism, as well as the ways in which the Trailer Park Boys (TPB) “brand” and performers (as promotional intermediaries) have attempted to circumvent the existing promotional restrictions. Beginning with a review of the existing literature regarding relevant theoretical perspectives and key concepts, the article provides a brief overview of the Cannabis Act, its promotional restrictions, and the exemptions and legal loopholes thereof. Finally, in presenting and engaging with a case study, this article concludes that the TPB brand has, effectively, circumvented the Cannabis Act’s existing restrictions and subsequently become a multi-platform promotional intermediary.
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Buga, A. V., and V. S. Kudryashov. "THE BASIC CONCEPTS OF PROMOTIONAL ACTIVITIES IN THE ORGANIZATION." Juvenis scientia, no. 8 (August 30, 2018): 9–12. http://dx.doi.org/10.32415/jscientia.2018.08.02.
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There is a widely shared view that advertising has a detrimental effect on society, creating false needs and a desire to own what it does not need. A well-known American Manager, who was the President of Ford and Chairman of the Board of Chrysler Corporation, Lido Anthony "Lee" Iacocca, in relation to marketing activities expressed the following opinion: "on advertising we can say that it is the science to obscure the mind of a person until you get money from him". And Leo Barnett, who worked as a Manager to work with clients in an advertising Agency, spoke in this regard as follows: "Advertising can not be considered the noblest creation of the human mind, what many of her lawyers would like to assure the public. It in no way supports the entire structure of society, democracy and the free world". However, despite the large number of such statements in relation to marketing activities or possible irritation from memorable advertising phrases that hardly "come out" of my head, no one can deny the importance of advertising as an integral part of modern life, which determines the relevance of this topic. The article reveals the concept of advertising as one of the most important areas of the organization. Identified the main types of realization of strategy of an advertising campaign. The classification of advertising of the main types of advertising.
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Lurie, Peter. "DTC Advertising Harms Patients and Should Be Tightly Regulated." Journal of Law, Medicine & Ethics 37, no. 3 (2009): 444–50. http://dx.doi.org/10.1111/j.1748-720x.2009.00405.x.
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Like all interventions in health care, direct-to-consumer (DTC) advertising should be evaluated by comparing its risks to its benefits, in the context of the available or potentially available alternatives. The objective, of course, is to realize any unique benefits while minimizing the risks. On balance, the adverse effects of DTC advertising outweigh the still-undemonstrated benefits of the advertising.DTC advertising must be seen in the context of overall pharmaceutical company expenditures on advertising. In 2005, the industry spent $29.9 billion dollars on promotions (up from $11.4 billion in 1996), of which a relatively small fraction, $4.2 billion (14.2%), was spent on DTC advertising. The percentage spent on DTC advertising has been relatively constant this decade. Promotions to professionals (24.2%) and samples (61.8%) accounted for far larger percentages of total promotional spending in 2005.
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Wahyuni, Alida. "Kajian Bauran Promosi Di Perguruan Tinggi “X”." Liquidity 1, no. 2 (July 2, 2018): 175–82. http://dx.doi.org/10.32546/lq.v1i2.148.
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Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.
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Damayanti, Damayanti, Suprihatin Ali, and Mediya Destaia. "ANALISIS STRATEGI E-PROMOTION JASA MAKE-UP ARTIST MELALUI INSTGRAM (Studi Pada Chels Makeup artist di Bandar Lampung)." JOURNAL OF APPLIED BUSINESS ADMINISTRATION 2, no. 2 (September 30, 2018): 267–77. http://dx.doi.org/10.30871/jaba.v2i2.933.
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This study aims to analyze the e-promotion strategy carried out by chels.makeupartist through instragam. . The research method that used is qualitative research with content analysis approach model and the main data source in this study is Instagram. The findings in this study are the promotional strategies conducted by chels.makeupartist are social media strategies, especially Instagram. In this social media strategy it contains advertising, publicity and sales promotions for either the services or goods offered. The promotion is done by displaying the portfolio of services that have been done on the Instagram account they have.
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Shamne, Anzhelika, Tamiliia Dotsevych, and Alina Akimova. "Psychosemantic Peculiarities of Promotional Videos Perception." PSYCHOLINGUISTICS 25, no. 1 (April 18, 2019): 384–408. http://dx.doi.org/10.31470/2309-1797-2019-25-1-384-408.
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The article presents the findings of a study of the psycho-semantic characteristics of the perception of promotional videos in the juvenile and adolescent age periods (as exemplified by the students of a lyceum and those of an institution of higher education in Ukraine). The modern advertising is seen as a societal and socio-psychological phenomenon that models not only the behavior but also the values, standards and mindsets of the younger generation. The scientific principles of the experimental psycho-semantics became the methodological basis for the empirical research in question. The purpose of the research was to reconstruct semantic spaces and an individual system of meanings, through the prism of which advertisements are perceived by juveniles and adolescents of both genders.
The psycho-semantic research was carried out in three stages: scaling of advertising objects (on the basis of the semantic differential method), the construction of semantic spaces of promotional videos and the interpretation of the results obtained. Five promotional videos of different types were selected as the evaluation objects (an “Otrivin” animation video with computer graphics and special effects; a “Pantene” actor-supported voice-over music video; a “Hylak Forte” voice-over information-type video; a “Samsung” celebrity figure-supported video; a “Raiffeisenbank” storyline actor-supported voice-over music video). A comparative analysis of the psycho-semantic spaces of the above-mentioned objects was performed; the age and gender characteristics of their perception in the juvenile and adolescent age periods were determined.
The following factors were identified as the main semantic axes of the psycho-semantic perception (as exemplified by the “Raiffeisenbank” promotional video): “Confidence in (distrust of) advertising” (SD indicators “true – false”, “informative – less informative”, “intelligent – stupid”); “Emotional attractiveness (unattractiveness) of advertising” (SD indicators “attractive – repulsive”, “joyful – sad”; “Tactfulness (obtrusiveness) of advertising” (SD indicators “relaxed – tense”, “modest – obtrusive”, “interesting – boring”).
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Putri, Amara Derlika Salwa, Yunus Winoto, and Encang Saepudin. "KEGIATAN PROMOSI PERPUSTAKAAN MELALUI INSTAGRAM KAITANNYA DENGAN PERUBAHAN SIKAP FOLLOWERS." Jurnal Pustaka Budaya 6, no. 2 (July 29, 2019): 12–21. http://dx.doi.org/10.31849/pb.v6i2.3183.
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This research aims to determine the correlation between promotions carried out by the Indonesian Ministry of Education and Culture Library through the @perpustakaandikbud Instagram account with changes in followers' attitudes seen from cognitive, affective, and conative aspects. The theory used in this study is Cognitive Response theory which assumes the cognitive processes that underlie attitude change after the user is exposed to advertising or promotional media. The method used in this study is quantitative correlational. The sampling technique used is simple random sampling. The technique of collecting data uses questionnaires, observations, interviews and literature studies. Distribution of questionnaires is done by sending a questionnaire link made through Google Form. Based on the results of the research indicate that the relationship between the promotion carried out by the Ministry of Education and Culture through the @perpustakaandikbud Instagram account has a high correlation with a respondent attitude change. There is a high relationship between the attractiveness of promotion with cognitive attitudes, the content of promotional messages with cognitive attitudes and the contents of promotional messages with affective attitudes. There is a fairly definite relationship between the intensity of use with cognitive attitudes, the attractiveness of promotion with affective attitudes, the attractiveness of promotions with conative attitudes, the content of promotional messages with conative attitudes. And there is a low but sure relationship between the intensity of use and affective attitude, the intensity of use with a conative attitude.
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Lexchin, Joel. "Pharmaceutical Promotion in Canada: Convince Them or Confuse Them." International Journal of Health Services 17, no. 1 (January 1987): 77–89. http://dx.doi.org/10.2190/4w1h-e70t-tl9x-vggc.
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Currently, drug companies are spending in excess of $200 million annually on promoting their products to Canadian physicians. Although the industry has adopted a voluntary code of advertising practice, this has not prevented gross excesses in all forms of pharmaceutical promotion: drug-company sponsored continuing medical education, and promotion through the public media, detailers, direct mail, sampling, and journal advertising. Not only does advertising add to the cost of drugs, but physicians' reliance on information conveyed through advertising leads to poor prescribing and consequently to significant adverse health effects for patients. Reforms of promotional practices are possible, but the initiative is unlikely to come from either the medical profession or the government. Pressure applied through an emerging grass-roots movement is the best hope for change.
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Frank, Arthur W., and Andrew Wernick. "Promotional Culture: Advertising, Ideology and Symbolic Expression." Canadian Journal of Sociology / Cahiers canadiens de sociologie 18, no. 1 (1993): 93. http://dx.doi.org/10.2307/3340844.
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Osler, Andrew M., and Andrew Wernick. "Promotional Culture: Advertising, Ideology and Symbolic Expression." Canadian Journal of Sociology / Cahiers canadiens de sociologie 19, no. 4 (1994): 573. http://dx.doi.org/10.2307/3341166.
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Longhurst, Brian, and Andrew Wernick. "Promotional Culture: Advertising, Ideology and Symbolic Expression." Contemporary Sociology 21, no. 4 (July 1992): 533. http://dx.doi.org/10.2307/2075912.
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FYODOROVA, T. Yu. "The modern autobiography as advertising-promotional text." Personality.Culture.Society 20, no. 3-4 (2018): 220–24. http://dx.doi.org/10.30936/1606-951x-2018-20-3/4-220-224.
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Budiherwanto, Iwan, Tri Wahyudi, and Rudy Pramudyanto. "Destination or Decision Caused by Promotional Mix." International Journal of Human Resource Studies 9, no. 1 (January 15, 2019): 118. http://dx.doi.org/10.5296/ijhrs.v9i1.13980.
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This study aims to analyze the media advertising, individual sales, sales promotions and public relations to the decision to stay at the hotel. The population and sample are hotel visitors, the census sampling technique used to determine 70 respondents. This type of research is descriptive exploratory using primary and secondary data. The results of this study are advertising media, individual sales, sales promotions and public relations contributing to increasing hotel visitors.
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Amevinya, Gideon S., Wilhemina Quarpong, and Amos Laar. "Commercial food advertising on the campus of Ghana’s largest University." World Nutrition 11, no. 2 (June 29, 2020): 57–73. http://dx.doi.org/10.26596/wn.202011257-73.
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Background
Non-Communicable Diseases (NCDs) are a leading cause of death globally. NCD mortality attributable to unhealthy food environments (FEs) is significant. Heavy marketing of unhealthy foods is an important contributor to unhealthy FEs.
Aims
We examined the extent of commercial food advertising, messaging, and signage on the campus of Ghana’s oldest and largest university.
Methods
We cross-sectionally collected data on all sighted advertisements. Advertisements/signage were categorised as food or non-food adverts, and as healthy or unhealthy (if they were food).
Results
Of 503 advertisements recorded, 238 (47.3%) were food ads. Advertised food products were categorised as healthy (38.7%), unhealthy (57.6%), or other/miscellaneous (3.8%). The most advertised food product was sugar-sweetened drinks (37.0%). Different promotional techniques deployed included the use of claim pronouncement, promotional characters, emotional appeal, premium offer, and price promotion.
Conclusions
The preponderance of unhealthy food advertising on the campus of Ghana’s largest university has public health implications. Advertising may influence purchasing behaviour and consumption of unhealthy foods. Publicity and advocacy that motivate development of local policies to regulate various food promotion activities within this, and other Ghanaian food environments are urgently needed.
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Raji, Ridwan Adetunji, Sabrina Rashid, and Sobhi Ishak. "The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention." Journal of Research in Interactive Marketing 13, no. 3 (August 12, 2019): 302–30. http://dx.doi.org/10.1108/jrim-01-2018-0004.
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Purpose This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers. Design/methodology/approach This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test. Findings The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant. Practical implications This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention. Originality/value This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.
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Sharma, Rajesh Shankar, and N. S. Bhalla. "Comparative Analysis of Retail Banking Promotional Measures- A study of customer perception towards promotional strategies adopted by Indian Commercial Banks." Scholedge International Journal of Management & Development ISSN 2394-3378 3, no. 11 (April 2, 2017): 185. http://dx.doi.org/10.19085/journal.sijmd031101.
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In today’s competitive financial world, each financial institution is trying hard to get the maximum share in terms of profit, sales and customers. A customer may be salaried or self employed. Irrespective of the profession, he/she requires banking services like a requirement of loan, services of foreign exchange, safe deposit of money etc. In order to meet and exceed customer’s expectations, Indian banks offer customized banking products. Bank main objective is to get new customer and to retain the existing one. In order to attract new customers, banks are adopting various promotional measures like sales promotion, advertising, personal selling and publicity. Which promotional measure is the most striking one and is liked by customers, poses a big question mark? In order to study the most preferred promotional measure, a survey is being conducted to know the customer preference. 50 customers, each from Axis Bank and IndusInd Bank, are selected for study. The outcome was astonishing as the customers of Axis Bank gives preference to public relation and customers of IndusInd bank gives preference to effective advertising.
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Kelly, Horace O. "Effectiveness of Alternative Advertising and Promotional Media Vehicles in Garden Center Advertising." Journal of Environmental Horticulture 8, no. 2 (June 1, 1990): 99–101. http://dx.doi.org/10.24266/0738-2898-8.2.99.
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Abstract These data, analyzed by different size population centers, show that there is a relationship between the effectiveness of different media vehicles and the size of the population center in which a garden center is located. In large metro areas (500K +), customer mailings, poster advertising specials, and radio are most effective; in small metro locations (lOO–499K), the most effective vehicles are customer mailings, poster advertising specials, posters in the store, and radio; in large cities/towns (50–99K), the optimum choices are posters in the store, poster advertising specials, neighborhood newspapers, customer mailings, and radio; in small cities/towns (−50K), the best media vehicles are posters in the store and neighborhood newspapers.
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Nikolaidou, Afroditi, and Ifigeneia Mylona. "Promotional Greek screen industries: Branded entertainment in the digital age." Journal of Greek Media & Culture 6, no. 2 (October 1, 2020): 241–59. http://dx.doi.org/10.1386/jgmc_00015_1.
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This article focuses on the specific field that merges advertising, screen entertainment, branding and promotion, namely branded entertainment, in an attempt to localize and contextualize the processes, texts, paratexts and discourses that lead to the building of branded worlds and communities, during the period of the Greek financial crisis, since 2009. It presents data from interviews with film and advertising professionals about the past of the synergy between cinema and the advertising industry. Additionally, a number of recent audio-visual campaigns by advertising agency Ogilvy Greece are analysed. Taking into consideration the long-standing proximity between Greek promotional industries and cinema, and its more recent framing as a product of media convergence, this article adopts a screen industries perspective on branded entertainment in Greece. As such, it demonstrates the ways in which the latter has been influenced by particular production cultures characterized by a merging between art cinema and television authorship, the inclusion of particular themes, especially prompted by the presence of creators who migrate from one medium to another.
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Stewart, David. "Allocating the promotional budget: revisiting the advertising and promotion‐to‐sales ratio." Marketing Intelligence & Planning 14, no. 4 (July 1996): 34–38. http://dx.doi.org/10.1108/02634509610121550.
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Mossinghoff, Gerald J. "Pharmaceutical Manufacturers and Self-Regulation of Drug Advertising and Promotion." Journal of Drug Issues 22, no. 2 (April 1992): 235–43. http://dx.doi.org/10.1177/002204269202200204.
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Contrary to critics' contentions that pharmaceutical promotion and advertising hurts medical care and raises health care costs, the opposite is true. Advertising and promotion improves health care quality by keeping health care providers up to date about the best medicines for preventing, treating and curing diseases. This knowledge reduces the need for more expensive medical care and helps restore good health, which lowers overall health care costs. The article cites a number of instances in which advertising and promotional efforts by pharmaceutical companies have increased awareness of health problems amenable to pharmaceutical intervention, with positive results. Pharmaceutical company support of medical journals and continuing medical education has been an important resource for the dissemination of new medical knowledge. Government regulation of pharmaceutical advertising and promotion is strict. The research-based pharmaceutical industry has adopted guidelines that prohibit many of the activities critics have referred to as abuses. Further government regulation would be unnecessary and unwise.
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Morris, Louis A., Michael B. Mazis, and David Brinberg. "Risk Disclosures in Televised Prescription Drug Advertising to Consumers." Journal of Public Policy & Marketing 8, no. 1 (January 1989): 64–80. http://dx.doi.org/10.1177/074391568900800106.
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Advertising prescription drugs directly to the public is a marketing strategy currently being considered by several manufacturers. However, direct-to-consumer advertising is discouraged because federal regulations mandate extensive disclosure of product risks within television commercials. An experimental study of 676 subjects was performed to examine the impact of risk disclosure variations in television commercials on awareness and knowledge of both the warnings and the promotional messages. The amount, specificity, and format of risk information contained in the ads was varied while the promotional message remained constant. Results indicated a “trade-off” in risk/benefit communications. Risk disclosures that produced greater risk awareness and knowledge also reduced promotional message awareness and knowledge.
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Mukhlizar, Mukhlizar. "Bauran Promosi Mempengaruhi Pengambilan Keputusan Mahasiswa Memilih Universitas Muhammadiyah Bengkulu." Journal Of Administration and Educational Management (ALIGNMENT) 4, no. 1 (June 23, 2021): 56–70. http://dx.doi.org/10.31539/alignment.v4i1.2242.
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This study aims to determine advertising (X1), sales promotion (X2) personal selling (X3) publicity (X4) direct marketing (X5) partially and simultaneously have a significant effect on student decision making choosing Muhammadiyah University Bengkulu. This study uses a quantitative approach with explanatory research methods, primary data sources through questionnaires, secondary data from information publications and other sources. Questionnaires were distributed to 193 research samples from 2018-2019 students. The results showed that of the five promotion mix variables, there were three variables that partially had a significant effect on student decision making, namely advertising, public relations, and direct marketing variables, while those that had no significant effect were sales promotion and personal selling variables. Simultaneously the promotion mix includes advertising (X1), sales promotion (X2), personal selling (X3), public relations (X4) and direct marketing (X5) have a significant effect on student decision making.
Keywords: Promotional Mix, Choice Decision
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Szymański, Grzegorz. "Google Ads Campaigns in Promotional Activities of Theaters." Marketing of Scientific and Research Organizations 37, no. 3 (September 1, 2020): 73–86. http://dx.doi.org/10.2478/minib-2020-0023.
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AbstractAlthough the pace of life is very high today, young people spend free time among applications and electronic devices, but theatrical performances are relatively popular nonetheless. Theaters to appeal to young people should use online tools as a basic form of advertising. One of the most popular forms of e-marketing is the search engine SEM. The research question was formulated in the form: do the theaters advertise in paid search results PPC? To answer this question, we analyzed the search results on Google, including AdWords ads, among Polish theaters for popular keywords. By analyzing the results obtained, it can be said that definitely theaters do not use PPC as an advertising tool. Among the popular keywords only 5 theaters were identified using this form, which represents less than 3% of all the theaters in Poland. The reasons for low popularity are the high costs and the lack of advertising due to the relatively large number of contemporary theater customers.