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Dissertations / Theses on the topic 'Promotional campaign'
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Chesnut, Barbara-Leigh. "A promotional campaign for a self-created computer animation "Ernie the Bird" /." Online version of thesis, 1990. http://hdl.handle.net/1850/11310.
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Kriegler, Bettina Anna. "The Inland Empire/Riverside County Philharmonic: A promotional campaign to increase attendance." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2423.
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This project includes a promotional campaign for the Inland Empire / Riverside County Philharmonic as well as the preliminary market analysis for the campaign. The market targeted was well-educated twenty to forty year olds in Riverside, Temecula and Corona.
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Pelková, Martina. "Návrh marketingové strategie pro firmu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222506.
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The goal of this Master Thesis is to analyse current marketing situation within SYSTRA JM s.r.o. While this paper is aimed at conducting marketing analysis to find irregularities and failures, special attention is drawn, mainly, to suggesting remedial action directed at reducing or outright eliminating potential negative aspects. The final part of the analytical section is devoted to examination of results obtained from conducted interview survey as well as important facts supporting the proposal of SYSTRA JM s.r.o. Communication Strategy.
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Valungevičiūte, Sandra. "Reklamos elementų įtaka vartotojų elgsenai." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20140623_175152-65557.
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Magistrinio baigiamasis darbas - 67 puslapiai, 11 lentelių, 19 grafikų, 108 literatūros šaltiniai, 3 priedai lietuvių kalba. Tyrimo objektas - reklamos elementai. Tyrimo dalykas - reklamos elementų (teksto,spalvos,garso ir vaizdo) poveikis vartotojų elgsenai. Darbo tikslas – teoriniu lygmeniu išanalizavus ir apibendrinus reklamos elementų įtaką vartotojų elgsenai, juos empiriškai patikrinti Lietuvos studijuojančio jaunimo pavyzdžiu. Darbo uždaviniai: • Atskleisti reklamos sampratą; • Teoriniu lygmeniu išanalizuoti ir pagrįsti reklamos ir vartotojų elgsenos sąsajas; • Išstudijuoti ir apibendrinti reklamos elementų įtaką vartotojų elgsenai; • Parengti reklamos elementų įtakos vartotojų elgsenai tyrimo metodiką; • Remiantis apibendrintomis metodologinėmis nuostatomis, atlikti reklamos elementų įtakos vartotojų elgsenai empirinį tyrimą ir pateikti rekomendacijas. Tyrimo metodika. Rašant magistro darbą naudotasi mokslinės literatūros šaltinių, periodikos, virtualių duomenų bazių sisteminės ir palyginamosios analizės metodais. Atliekant empirinį tyrimą naudoti kokybinio ir kiekybinio tyrimo metodai. Kokybiniuose tyrimuose naudojamas giluminis interviu, kiekybiniuose tyrimuose naudojama anketinė apklausa, tiesinė ir kryžminė empirinio tyrimo rezultatų analizė.Final work of University Post – graduate Studies, 67 pages, 11 tables, 19 figures, 108 references, 3 appendixes in lithuanian language. KEY WORDS: advertisement, promotional message, advertisement campaign, advertisement aim, advertisement strategy, consumer behavior, consumer, effectiveness of advertisement. The object of research – advertising elements. The subject of research – the influence of advertising text, colour, sound and image on behavior of consumers. Research aim – to analyses and to generalisable the influence of advertising elements on behaviors of consumers in theoretically level and to justify empirically in youth Lithuanian studying example. Tasks: • To reveal the advertisement conception; • In the abstract to analyses and to reason the advertisements and behaviors of consumers links; • To explore and to generalize the influence of advertising elements on behaviors of consumers; • To prepare methodology of the influence of advertising elements on behaviors of consumers; • On the strength of broad-brush methodological attitudes, to do the influence of advertising elements on behaviors of consumers empirical analysis and to do the recommendations; Methods of research – comparative, analysis and synthesis, generalization, survey, graphics methods. The final work deals with analysis of theoretical principles of advertisement, research methods of advertisement influence on consumers behavior and explore Persil washing-powder of advertising elements (text, colour... [to full text]
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Rajanna, Kanchen. "Promotional program for the Center for Graphic Design History /." Online version of thesis, 1991. http://hdl.handle.net/1850/11286.
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Dicorato, Alessia. "Transcreation: a Fundamental Tool in Global Advertising Campaigns." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2021.
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This dissertation explores the potential of transcreation, a translational practice specially directed at advertising texts. It is aimed at demonstrating that in multiple cases transcreation represents the only possible way to translate texts whose purpose is to persuade their readers to buy a certain product. Hence, it constitues a fundamental resource for all companies willing to access global markets. In an attempt to prove it, this dissertation is divided into three chapters. While the first chapter develops theoretical arguments on transcreation, ranging from its function to language strategies, the second one illustrates the practice of transcreation through fifteen selected advertisements alongside their briefs. The third chapter is intended to comment decisions taken on the transcreated and translated texts supported by the theories analysed in the first chapter.
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Chandler, Steena Belle. "An Effective Response to the AIDS Crisis in Tanzania: Implementation of a National Health Promotion and HIV Awareness Campaign." Thesis, The University of Arizona, 2009. http://hdl.handle.net/10150/192302.
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McCrory, Derine. "Senior Marketing Executives' Strategies to Implement Multicultural Marketing Campaigns." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5751.
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The population in the United States is expected to increase an estimated 42% by the year 2042; ethnic minorities will become the majority group. Marketing executives must understand the environment in which consumers from diverse cultures respond to marketing stimuli. The purpose of this multiple case study was to explore the strategies senior marketing executives use to implement successful multicultural marketing campaigns. The target population consisted of senior marketing executives from 3 profitable companies in the state of Michigan with experience in the implementation of successful multicultural marketing campaigns. The conceptual framework was the critical multicultural marketing theory. Data were collected from semistructured interviews and organizational documents. Data were analyzed using Yin's 5 stages of analysis: compiled and organized, disassembled into fragments, reassembled into a sequence of groups, interpreted for meaning, and conclusions were drawn. Methodological triangulation and member checking were used to validate the trustworthiness of data interpretations. The findings showed 3 emerging themes: marketing using diversity and inclusion strategies; segmentation, target marketing, and positioning strategies; and cultural competence strategies. The information gathered in this study is valuable to current and future marketing managers with an interest in marketing to multicultural consumers. The implications for positive social change include creating and sustaining an environment of inclusion that proactively and strategically engages underrepresented populations of consumers.
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Hargroves, Ryan. "Reach Campaigns and Self-promotion on Social Networking Sites : hidden Algorithms at Work in Selected Vloggers' Videos." Diss., University of Pretoria, 2020. http://hdl.handle.net/2263/75553.
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The ways in which people present themselves online to others is a growing point of interest for scholars in a multiplicity of academic fields. On the common ground of self-representation, the concept of reach campaigns is used as a hermeneutical tool to analyse and interpret the postings and uploaded videos of five selected vloggers to work towards a way to explain the hidden algorithms at work on Social Networking Sites. The purpose of reach campaigns is not to replace terms such as ideology, or hegemony, nor does it serve to categorize or limit certain trends and currents but rather aims to provide a means to discuss human interactions with technology and more specifically – digital technology, working in and around the fields of cultural analytics and visual studies. One of the most notable visualities to emerge from the human-technology relationship is that of the self-representation. Vlogging has become one of the most popular means of self-representation online and through the lens of reach campaigns, it is proposed that a contemporary understanding of online self-representation can be achieved. While a large majority of vlogging’s conception occurs online, algorithms could be seen as a predominant influencing factor. This dissertation seeks to explore how algorithms may affect the promotion of four YouTube vlogger’s videos.Dissertation (MA (Visual Studies))--University of Pretoria, 2020.
NRF
Visual Arts
MA (Visual Studies)
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Thomas, Charles D. II. "Making Maniacs: How a Football and Basketball Promotion Campaign Fostered Fan Interest at Southern Methodist University from 1978 to 1981." Ohio University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1372082819.
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Campbell, Candace Rasheedah. "Relationship Between Adolescent Perception of Harm, Electronic Cigarette Use, and Texas Antitobacco Campaigns." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7613.
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The increase in use of e-cigarettes in adolescents is a major public health concern that must be addressed. Research studies showed some e-cigarettes contained varying amounts of nicotine and sever cancer-causing chemicals. The purpose of this quantitative, cross-sectional study was to assess the perception of harm (dependent variable) from using e-cigarettes and being exposed to state and school-based antitobacco programs (independent variable) and to determine if the association was modified by socioeconomic status or area of residence. Attitude-social influence-self-efficacy theory was the chosen theory for research and suggests that attitude, social influence, and self-efficacy variables can be persuaded via specific health promotion activities. Texas students enrolled in 6th to 12th grade of an eligible school who voluntarily consented to participate and received written authorization from a parent were included. Nearly half of participants out of N=9,239 adolescents considered e-cigarettes very dangerous, yet more than half reported using the device. Ordinal logistic regression was used to determine the relationship between the independent and dependent variables. The results concluded that though majority of adolescents perceived e-cigarettes as harmful, exposure to state and school antitobacco programs are not completely effective at discouraging use. The findings of the study may provide potential impact for positive social change for adolescents and tobacco cessation by increasing understanding of what factors are associated with increased/decreased perception of harm. Results of the study may encourage public health professionals to create and disseminate tailored antitobacco educational information including school and state activities and resources.
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Giorgini, Matilde. "Strategie di marketing e comunicazione : il caso "Gomorra - la serie"." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2022. http://amslaurea.unibo.it/25153/.
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Questa tesi vuole affrontare lo studio delle strategie di marketing e comunicazione messe in atto per promuovere "Gomorra - la serie". Tali strategie verranno analizzate attraverso lo studio del posizionamento del prodotto attuato per il lancio della prima stagione e successivamente attraverso quattro strategie marketing: advertising, publicity campaign, promotion campaign e merchandising utilizzate per tutte e cinque le stagioni. infine saranno analizzati i comportamenti dei fan nei confronti di "Gomorra - la serie" e come l'azienda Sky utilizzi i nuovi social network.
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Englund, Tessa Rhianon. "Exploring Progress, Barriers and Opportunities for the Branded FNV Marketing Campaign to Impact Fruit and Vegetable Consumption: A Mixed-Methods Evaluation." Diss., Virginia Tech, 2001. http://hdl.handle.net/10919/104142.
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Unhealthy food and beverage products marketed through diverse media platforms contribute to poor diet quality, obesity, and chronic diseases in the United States (US). Limited empirical research is available on the effectiveness of integrated marketing communications (IMC) and branded media campaigns used to positively influence Americans' diet-related cognitive, behavioral and health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among targeted teen and mom populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review; comprehensive review of peer-reviewed articles, gray literature and media sources; and key-informant interviews (n=11) to identify 13 national branded marketing campaigns that used health-branding strategies to encourage healthy dietary purchases and consumption in the US between 1990-2016. Study 2 explored views of diverse stakeholders (n=22) regarding the FNV Campaign using semi-structured interviews that were thematically analyzed using a conceptual framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability). Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n=1,604) in Hampton Roads, Virginia and Fresno, California where the FNV Campaign pilot was launched. Study 4 encompassed a mixed-methods evaluation using data from the second and third studies that assessed and explored congruence between FNV brand awareness and recall of IMC strategies among survey respondents with stakeholders' perspectives regarding IMC strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related IMC and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified significant opportunities for large-scale IMC campaigns to improve evaluation designs and outcome reporting. These results can inform evidence-based strategies and policies to improve the design of the FNV Campaign and other IMC initiatives to improve dietary patterns and population health.Doctor of Philosophy
Marketing promotions for unhealthy foods and beverages are widespread in the United States (US) and influence Americans' diet choices that lead to weight gain, obesity, and chronic diseases. There is little understanding of how marketing and media campaigns can be used to positively influence Americans' to consume high quality diets and improve their health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among target populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review of the academic and non-academic literature, and key-informant interviews to identify 13 national branded marketing campaigns that used branding strategies to encourage healthy diets in the US between 1990-2016. Study 2 used interviews to explore the views of 22 stakeholders experienced with the FNV Campaign or fruit and vegetable promotion. Interviews were thematically analyzed using a framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability) to understand diverse stakeholder perspectives. Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n = 1,604) in Hampton Roads, Virginia and Fresno, California where the was initially launched. Study 4 used data from the second and third studies that assessed similarities and differences between FNV brand awareness and recall of marketing strategies among survey respondents with stakeholders' perspectives regarding marketing strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related marketing and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified opportunities for large-scale marketing campaigns to improve evaluation designs and outcome reporting. These results can inform future strategies and policies to improve the design of the FNV and other IMC campaigns to improve population diets and health.
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Englund, Tessa R. "Exploring Progress, Barriers and Opportunities for the Branded FNV Marketing Campaign to Impact Fruit and Vegetable Consumption: A Mixed-Methods Evaluation." Diss., Virginia Tech, 2020. http://hdl.handle.net/10919/104142.
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Unhealthy food and beverage products marketed through diverse media platforms contribute to poor diet quality, obesity, and chronic diseases in the United States (US). Limited empirical research is available on the effectiveness of integrated marketing communications (IMC) and branded media campaigns used to positively influence Americans' diet-related cognitive, behavioral and health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among targeted teen and mom populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review; comprehensive review of peer-reviewed articles, gray literature and media sources; and key-informant interviews (n=11) to identify 13 national branded marketing campaigns that used health-branding strategies to encourage healthy dietary purchases and consumption in the US between 1990-2016. Study 2 explored views of diverse stakeholders (n=22) regarding the FNV Campaign using semi-structured interviews that were thematically analyzed using a conceptual framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability). Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n=1,604) in Hampton Roads, Virginia and Fresno, California where the FNV Campaign pilot was launched. Study 4 encompassed a mixed-methods evaluation using data from the second and third studies that assessed and explored congruence between FNV brand awareness and recall of IMC strategies among survey respondents with stakeholders' perspectives regarding IMC strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related IMC and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified significant opportunities for large-scale IMC campaigns to improve evaluation designs and outcome reporting. These results can inform evidence-based strategies and policies to improve the design of the FNV Campaign and other IMC initiatives to improve dietary patterns and population health.Doctor of Philosophy
Marketing promotions for unhealthy foods and beverages are widespread in the United States (US) and influence Americans' diet choices that lead to weight gain, obesity, and chronic diseases. There is little understanding of how marketing and media campaigns can be used to positively influence Americans' to consume high quality diets and improve their health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among target populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review of the academic and non-academic literature, and key-informant interviews to identify 13 national branded marketing campaigns that used branding strategies to encourage healthy diets in the US between 1990-2016. Study 2 used interviews to explore the views of 22 stakeholders experienced with the FNV Campaign or fruit and vegetable promotion. Interviews were thematically analyzed using a framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability) to understand diverse stakeholder perspectives. Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n = 1,604) in Hampton Roads, Virginia and Fresno, California where the was initially launched. Study 4 used data from the second and third studies that assessed similarities and differences between FNV brand awareness and recall of marketing strategies among survey respondents with stakeholders' perspectives regarding marketing strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related marketing and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified opportunities for large-scale marketing campaigns to improve evaluation designs and outcome reporting. These results can inform future strategies and policies to improve the design of the FNV and other IMC campaigns to improve population diets and health.
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Nilsson, Petra. "Främjande av fysisk aktivitet på lokal nivå : En studie av en lokal hälsokampanj." Thesis, Högskolan i Gävle, Avdelningen för arbets- och folkhälsovetenskap, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-17082.
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Nilsson, P. (2014). Promoting physical activity at a local level, a study conducted at a local health campaign. Bachelor thesis in Public Health science. Department of work- and public health science. The academy of health and working life. University of Gävle. The aim: Physical activity is strongly associated to good health, both physically and mentally. In this study carried out at a local health campaign, the aim was to investigate whether the participants found the campaign motivating for physical activity. Method: This was examined through interviews in which 4 participants were asked to answer some questions about motivation and physical activity. Results: The results showed that the respondents experienced the local health campaign motivating to physical activity. The participants felt that they received social support from other participants, which seemed motivating to physical activity. Conclusion: Those who were interviewed in this study experienced the local health campaign as motivated for physical activity. Their participation has helped them find new ways to do their exercise. The inspiration the participants got during the campaign, they also had used for from a longer period of time after their participation. Keywords: Physical activity, motivation, health promotion, health campaign
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Knápková, Erika. "Návrh spotřebitelské soutěže pro firmu D.P.K." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76445.
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This paper deals with specific consumer competition. The first part is devoted to defining consumer competitions in the integrated marketing communication, legislative arrangements and tax liability of the organizer. The second part outlines competition itself. Source data are internal materials and my business survey. Based on these data is selected date and place of competition and price attractive to customers. There are also determined complete contest rules. Greater attention is attached to the communications campaign, which focuses primarily on advertising on the Internet. We also can not forget the use of POS materials. The conclusion is the complete list of costs necessary to organize the campaign and evaluation of potential benefits of competition.
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Farley, Céline. "The promotion of safe behaviours at the community level : evaluation of a bicycle helmet-wearing campaign among 5- to 12-year-old children /." Stockholm, 2003. http://diss.kib.ki.se/2003/91-7349-685-5/.
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Vacek, Josef. "Programy a kampaně zaměřené na BOZP." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-7659.
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The thesis clarify the reasons of program construction and introduction of campaigns focused on Occupational Safety and Health (OSH). On the basis of work accident rate statistics, conducted researches and investigation we have found out, considering OSH issues, that it is essential to change attitudes, approaches and thinking of the public, company management and employees. The status quo shows that people do not approve OSH issues. They take them as a burden. At this point it is impossible to reduce the number of work accidents and cases of occupational desease. Furthermore, it is impossible to achieve natural development of high-quality work culture and ease. The thesis also deal with prospective devices which could solve the current situation. These devices are mainly edification and OSH promotion. Again via researches and investigation it is being found out which specific tools of edification and promotion are the most effective ones in terms of content aspect. One part of the theory of these thesis is historical view on the process of work safety from the first extant evidence till the post-war situation in Czechoslovakia. Edification and campaigns where programs and campaigns are part of that, start from general marketing principles and directly, creation and introduction of campaigns is the matter of social marketing. That is why a part of the theory is focused on marketing principles which can be used when edifying and promoting OSH and also focused directly on social marketing and social advertising. One of the chapters specifies the process of implementation of campaigns focused on OSH. Concretely, it defines target groups, available tools and devices, planning, designation of campaign partners, principles of implementation and in conclusion it analyses how to assess the campaign and methods of getting feedback after the campaign. To demonstrate that, in the thesis there are described current campaigns focused on OSH issues in the Czech Republic and also cooperating with the European Union. The countries of the European Union have OSH at very high level and because our country is a part of this community, it is almost a duty to make the best of experience of these countries and to cooperate with them. The conclusion of the theoretical part deals with the attitude of the mentioned countries toward the issue.
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Chevallier, Julie Briend Godet Valérie. "Promotion de la vaccination en Loire-Atlantique enquête d'opinion auprès des médecins généralistes et mise en place d'une campagne de sensibilisation /." [S.l.] : [s.n.], 2009. http://castore.univ-nantes.fr/castore/GetOAIRef?idDoc=51516.
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Doležalová, Lenka. "Využití internetového marketingu v činnosti agentury CzechTourism." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113957.
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This thesis focuses on internet marketing and its use in the field of tourism promotion agency CzechTourism. It examines the use of various internet marketing tools and their impact on tourism in the Czech Republic. It also focuses on work detail CzechTourism marketing activities on the Internet in terms of media campaigns in the past two years. An integral part is an analysis of websites, which serve as the main tool to promote the Czech Republic.
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Vikström, Jenny, and Alexandra Eriksson. "ATT TRIGGA KONSUMENTERTILL KÖP : Genom olika säljfrämjande åtgärder." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-6054.
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Det finns idag väldigt många olika handelsföretag, vilket medför att konkurrensen om konsumenterna är stenhård. Butiker använder många olika former av marknadsföring för att nå fram till sina respektive målgrupper, marknadsföring är ett väldigt brett begrepp och involverar många olika åtgärder som butiken kan använda sig av. Det här arbetet fokuserar på tre olika former av säljfrämjande åtgärder som är relativt vanliga idag. Det som studeras i denna rapport är huruvida kupongerbjudanden, SMS erbjudanden och erbjudandet ’tag 2 betala för 1’ påverkar olika konsumenters beteenden och om de blir mer benägna till köp när de utsätts för dessa. Erbjudandet ’tag 2 betala för 1’ kan användas på flertal lika sätt men författarna har endast sett på erbjudandet som en kommunikationskanal i butiksmiljö, såsom skyltning och förpackningar. Forskningsfrågan som kommer att belysa hela arbetet är: hur påverkas konsumenters beteenden av rabatterbjudanden? Vi belyser i arbetet de skillnader och likheter som framkommit mellan olika generationer och ur ett genusperspektiv. Vi ser även över vilka eventuella risker respektive möjligheter som kan finnas genom att använda sig av dessa tre olika sorters besparingserbjudanden. Författarna har valt att genomföra en kvantitativ ansats och inspirationen till vår enkätundersökning grundar sig på tidigare forskning. Enkätundersökningen har utförts på 100 respondenter som tillfrågats via e-post och slumpvis utvalda personer i Katrineholms centrum. Deltagarna som tillfrågats är uppdelade i fyra kategorier, utifrån ålder och kön.Enkätundersökningen gav författarna belägg för att påvisa att konsumenter reagerar olika beroende på vilken typ av säljfrämjande åtgärder dessa utsattes för. Författarna kan se tydliga skillnader mellan dessa typer av erbjudanden. ’Tag 2 betala för 1’ som avser en kommunikationskanal i butiksmiljö var det erbjudande som samtliga deltagare föredrog. Kategorin som behandlar äldre män var de deltagare som överlag inte föredrog olika typer av rabatterbjudanden.There are many trading companies today, which bring fierce competition over the customers. Stores use a lot of different kinds of marketing to reach respective target groups, marketing is a very wide term and involves many different measures that the stores can use. Our study focuses on three different kinds of sales promotion who are relative common today. We have studied whether the coupon offers, SMS offers and offer ‘buy one get one for free’ affects different consumer behavior and if consumers become more inclined to buy when they are exposed to them. The offer ‘buy one get one for free’ can be used in several similar ways, but the authors have only seen the offer as a communication channel in the retail environment, such as signage and packaging. The research question that will illuminate the entire work is how consumer behavior is influenced by the discount offers? The things that are investigated are if coupons, text message offers and ‘buy one get one for free’ have an effect on consumers behavior and if they become more liable to purchase when they are exposed of these promotions. In our study we will express the highlights of the differences and similarities that emerged between different generations and through a gender perspective. We have also checked the possible risks respective opportunities that may be found using these three different kinds of saving offers. The authors have chosen to implement a quantitative approach and the inspiration for our survey is based on previous research. The survey has been conducted on 100 respondents questioned by e-mail and randomly selected in Katrineholm city. The participants surveyed are divided into four categories according to age and gender.The survey gave the authors evidence to demonstrate that consumers react differently depending on the type of promotion they were subjected. The authors can see a clear difference between these types of offers. 'Buy one get one for free' which refers to a communication channel in the retail environment was the offer that all participants preferred. The category with older men was the participants who generally did not prefer different types of discount offers.
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Rychlá, Jana. "Marketing bankovních služeb v České spořitelně, a.s." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221806.
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This diploma work deals with marketing problems of bank services. The theory of marketing bank mix is described in it, creation of marketing campaign and control of relations with clients. The goal is a detection of an embarrassment of marketing methods and campaigns used in Česká spořitelna, then evaluation of this methods and finally making some concept how to solve this situation.
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Makanjuola, Olayinka. "Global Public Relations and Multinational Corporations: The Influence of Culture on Public’s Reactions to H&M, Dove, and Nivea’s Media Campaigns in the United States and Nigeria." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3709.
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This study examined the significant impact of culture on global public relations practices using a case study analysis of Dove, H&M, and Nivea’s media campaigns between 2017 and 2019. The analysis was carried out through a structural comparison between the public’s reaction from the United States and Nigeria. Cultural variations between the two countries were examined, and how the variations impact GPR practices were explored. Social judgment theory, apologia, and image restoration theory were used as the theoretical frameworks alongside Hofstede’s cultural dimensions. This study demonstrates that understanding cultural dimensions as it applies to diverse countries operating in the global market can reveal how organizations can design and implement effective public relations practices across borders regardless of the existing cultural differences, which pose as a challenge.
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Boivin, Jérôme. "« État protecteur - État promoteur » La campagne antivénérienne dans le Québec de l'entre-deux-guerres." Thesis, Université Laval, 2008. http://www.theses.ulaval.ca/2008/25240/25240.pdf.
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Grant, Lisanne F. M. "Dimensions and Validation of Perceived Message Sensation Value Scale for Print Messages." UKnowledge, 2014. http://uknowledge.uky.edu/comm_etds/29.
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The purpose of this research project was to develop a reliable and valid scale to assess the perceived message sensation value (PMSV) of print messages. The goal of this project was accomplished by conducting two studies. Study one involved collecting 397 undergraduate students’ responses to one high and one low sensation value anti-smoking message, while for study two, 284 undergraduate students’ responses to one high and one low sensation value anti-crystal meth message were collected. The results of the studies highlighted that the PMSV of a print message can be assessed using three dimensions (emotional arousal, novelty, and dramatic impact) and 12 items. Additionally, the newly developed PMSV scale for print messages remained stable across sensation-seeking levels and two different sets of anti-drug messages. Analysis of the data collected also provided support for the convergent, divergent, and predictive validity of the PMSV scale for print messages. Furthermore, from the data it can be inferred that PMSV is an important element that contributes to perceived message effectiveness and attitude towards the ad. The findings associated with this research project also suggest that both high and low sensation seekers preferred high over low sensation value print messages. Lastly, the implications of the PMSV scale for print messages were addressed.
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Terblanche-Smit, Marlize. "The impact of fear appeal advertising on disposition formation in HIV/AIDS related communication /." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/1275.
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Uherková, Marie. "Komunikační strategie podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319400.
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Mater thesis deals with online marketing and optimization of marketing communication strategy for online job board specialised on remote jobs. The practical part based on theory and analyses of competitors and macro/micro environmental factors focus on short term marketing campaign. This campaign tests reaching the main goal of the strategy by evaluating operative goals. After evaluation of the campaign, there is optimized marketing communication strategy plan.
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Logullo, Patrícia Júlia. "Papel de vias de comunicação na eficácia da vacinação contra o sarampo na cidade de São Paulo." Universidade de São Paulo, 2001. http://www.teses.usp.br/teses/disponiveis/5/5160/tde-20052015-160735/.
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Fatores associados com falhas na cobertura da vacinação contra o sarampo na cidade de São Paulo foram estudados por meio de entrevistas com pais ou responsáveis por 122 crianças de até cinco anos. Observou-se que a população conhece a doença e identifica a vacina com a idéia de proteção, mas não cumpre o calendário de vacinação e atrasa as doses da vacina contra o sarampo. Idade, região de origem ou de residência, status familiar ou nível educacional não mostraram associação com o cumprimento do calendário obrigatório (uma dose da vacina contra o sarampo deve ser aplicada dos 9 aos 11 meses e a segunda, aos 15 meses). A televisão é o meio de comunicação que mais informa os entrevistados sobre as Campanhas Nacionais de Multivacinação e o cartão de vacinação foi identificado como uma das vias de comunicação utilizadas para informar sobre a vacinação fora das Campanhas, na rotina. No entanto, nenhum meio de comunicação identificado no estudo pôde, significativamente, promover a mudança de comportamento da indife rença para o compromisso com o cumprimento do calendário, ou seja, adesão. A única variável significativamente relacionada com o atraso na vacinação, de até 20 dias, foi o sentimento de dó de aplicar injeções nas crianças (p = 0,08). Crianças brasileiras têm de visitar o posto de saúde para receber, até cinco anos de idade, 19 vacinas, 12 até o primeiro ano. O estudo deixa claro que não há adesão ao calendário proposto para vacinação contra o sarampo, apesar de ser esta a proposição das Campanhas Nacionais de Multivacinação e da vacinação de rotinaRisk factors associated with failure to receive measles vaccine were studied in eight districts of São Paulo city, Brazil. Parents or carers of 122 children were interviewed about their perception and understanding about the disease anda about measles vaccination, a kind of knowledge that can be acquired through vaccination communication campaigns or from personal communication (from the doctors, nurses of the health care center or friends). Population description factors were also identified. Results analysis shows that neither age, region of origin or residence, marital status nor educational level were related to taking or not taking measles vaccines adequately. Most of the people remembered about having being informed about the last annual vaccination campaign by television, but no communication channel was significantly associated with vaccination status. Answers to questions about knowing the disease or not or knowing the vaccine or not, when analysed alone, did not show any association with taking measles vaccines at the time indicated by health agencies. However, the results showed that when parents felt pity for their children receiving shots, they delayed the vaccination for at least 20 days. Since families visit the health center at least seven times before children complete five years of age and since most of the children does not take the measles vaccine in the exactly recommended day, but delay or anticipate the shots, it is clear that there is no compliance to the recommended government\'s measles vaccination schedule (first dose at 9 and second at 15 months of age), although this is the message that annual communication campaigns and interpersonal communication try to pass
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Harutjunjan, Ani. "Analýza efektivity vybrané marketingové kampaně." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199988.
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The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Senate, University of Arizona Faculty. "Faculty Senate Minutes May 6, 2013." University of Arizona Faculty Senate (Tucson, AZ), 2013. http://hdl.handle.net/10150/301423.
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Rosa, Catarina Conde. "In-store promotional campaign: The impact of a new fragrance." Master's thesis, 2013. http://hdl.handle.net/10071/6627.
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The luxury market has evolved throughout time and even today, with the current news about the economic downturn, it is surprising to realize that this market continues to grow. The success lies not only on the constant affluence of customers with willingness to purchase luxury, but mainly depends on the continuous work held by luxury brands either by creating innovating and creative products, either by strengthening their relationship with the consumer.
Moreover, this thesis aims to study the impact of an in-store promotional campaign within the launch of the new feminine fragrance of Balenciaga, named Florabotânica on the consumer’s awareness and willingness to experiment and, furthermore, to understand the Portuguese consumer behavior towards a selective fragrance store named Perfumes & Companhia. The analysis relies on the results obtained by a survey held in four different stores of the group.
Findings point out the inexistence of awareness of the promotional campaign set by the brand, which calls into question the efficiency of this marketing strategy in the fragrance market. Still, it was taken into consideration the internal and external factors that may have influenced the final results such as the product characteristics, action from competitors and the consumer behavior towards a fragrance store. Regarding the consumer’s profile of Perfumes & Companhia stores, findings show that the consumer does a planned consumption process and does not spend much time in front of the linear. In addition, in the study, it was concluded that, sampling and beauty assistants are perceived as important drivers on the purchase process by the consumers.
Luxury brands success lies on innovation and creativity, thus it is critical to always search new and better marketing strategies in-store that will be able to attract the consumer and make him fall for that luxury product.O Mercado de luxo tem evoluido ao longo dos tempos e hoje, com a conjuntura de crise, é supreendentemente o mercado que continua a crescer. O seu sucesso não depende apenas da grande afluência de consumidores com vontade de comprar produtos de luxo, mas principalmente do trabalho contínuo desenvolvido pelas marcas de luxo seja através da criação de produtos inovadores e criativos, seja pelo fortalecer da relação com o consumidor. Assim, esta tese tem como principal objetivo estudar o impacto de uma campanha promocional de uma nova fragrância feminina de Balenciaga, chamada Florabotânica, no consumidor. Em segundo lugar, o estudo também passará por compreender quem é o consumidor português de uma perfumaria Perfumes & Companhia. A análise basea-se nos resultados obtidos através do questionário realizado em quatro lojas diferentes do grupo. Os resultados apontam para a inexistência de reconhecimento da campanha promocional definida pela marca, o que faz questionar a eficácia desta estratégia de marketing no mercado de fragrâncias. Contudo, foram considerados possíveis factores internos e externos que podem ter influência nos resultados finais, tais como as características do produto, a acção dos concorrentes e o comportamento do consumidor de uma perfumaria. Em consideração ao comportamento do consumidor nas lojas Perfumes & Companhia, os resultados revelam um consumidor que define um processo de compra planeado e que despende pouco tempo em frente ao linear. Ainda, foi concluido no estudo, que o sampling e as assistentes de beleza têm uma grande influência no processo de compra dos consumidores. O sucesso das marcas de luxo está na constante inovação e criatividade, portanto, é fundamental continuar a procurar novas e melhores estratégias de marketing in-store, que serão eficazes para atrair o consumidor e fazê-lo apaixonar-se pelo produto de luxo.
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Nunes, Joana Quintanilha Pavão. "How much money should a promotional email marketing campaign really cost?" Master's thesis, 2014. http://hdl.handle.net/10400.14/17455.
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How much money should a promotional email marketing campaign really cost?
Nowadays, the business scenario is characterized by being always changing both due to the global economics and financial crisis, and, simultaneously, consumers are becoming more demanding. If, on one hand, advertisers must find new media solutions, with more impact and, necessarily, cheaper and more efficient, because of the crisis and the consequent revenues decrease, on the other hand, the consumer is more susceptible to advertising. This scenario, followed by an Internet growth, caused huge changes on the pricing negotiations established between advertisers and agencies. In this context, new types of media to promote goods and services emerged with the purpose of helping companies to succeed in a so dynamic environment. Email became thus one of the most relevant ways, used by advertisers, to interact with potential customers, making products/services and promotions known.
Therefore, the questions that arise are related to the prices being charged by agencies, with respect to email marketing campaigns. Because of it, this dissertation focuses on understanding how agencies, in Portugal, establish the prices that they charge to advertisers and which factors should influence the price of promotional email marketing campaigns.
From a detailed literature review, several research questions are identified. Subsequently, interviews are conduced to various players in the Portuguese advertising industry, including full service agencies, digital marketing agencies and advertisers. Throughout those interviews, it is possible to clearly understand the Portuguese email market, concluding about the impact of certain variables in the prices being charged. Finally, a multivariate analysis is developed in order to understand the real correlation between the variables obtained by the interviews and the prices being applied.
From the results, it is possible to conclude that the Portuguese email industry is characterized by high information asymmetries, and the prices being charged are not in equilibrium: ads’ supply tend to be higher than demand. Actually, this industry is characterized by a high threat of new entrants as well as substitute products/services, being the bargaining power of buyers (advertisers) high and the suppliers’ (ESPs – Email Service Providers) bargaining power low. The high intensity of competitive rivalry also explains the phenomenon mentioned before. In fact, agencies in Portugal charge the prices of promotional emails taking into account their own expectations, prices being applied in the past and the industry benchmark. Additionally, the size of the advertiser, the number and type of form fields, and the campaign goal (level of persuasion), empirically, can also explain email marketing campaigns’ price.Quanto é que realmente deve custar uma campanha promocional de email marketing? Actualmente, o cenário empresarial encontra-se em permanente mutação, devido à crise mundial, e à procura cada vez mais exigente por parte dos clientes. Se, por um lado, a crise e, a consequente diminuição de receitas, obrigam os anunciantes a encontrarem novas formas de publicidade, com mais impacto e, inevitavelmente, mais baratas e eficientes; por outro lado, o consumidor tornou-se mais sensível. Este cenário, acompanhado pelo boom da Internet, causou alterações nas negociações entre anunciantes e agências, levando à criação de novas formas de promoção capazes de ajudar o cliente a triunfar neste ambiente de rápida mudança. O email deixou, assim, de ser uma mera ferramenta de comunicação, passando a ser uma das formas mais utilizadas pelos anunciantes para interagir com potenciais consumidores. Posto isto, a questão que se impõe encontra-se relacionada com os preços que têm vindo a ser cobrados pelas campanhas de email marketing. Assim, a presente dissertação visa perceber como é que os preços das campanhas de email marketing são determinados e que factores as agências têm em consideração e pensam ser cruciais na determinação destes preços. Neste sentido, várias questões de pesquisa são elaboradas a partir de uma revisão bibliográfica detalhada. Posteriormente, são conduzidas entrevistas a vários actores da indústria da publicidade em Portugal, incluindo agências de meios, agências especializadas em marketing digital e anunciantes. Através destas entrevistas procura-se perceber o mercado português de emails, assim como concluir sobre o impacto de certas variáveis na determinação dos preços das campanhas de email. Por fim, uma análise multivariada é desenvolvida de forma a perceber a correlação entre as variáveis obtidas através das entrevistas e os preços praticados. A partir dos resultados obtidos, conclui-se que a indústria portuguesa de emails é caracterizada por fortes assimetrias de informação, sendo que os preços cobrados parecem não estar em equilíbrio: a oferta de publicidade tende a ser superior à procura. De facto, a forte ameaça à entrada de novos players; a existência de diversos substitutos; o forte e o baixo poder negocial dos compradores e dos ESPs, respectivamente, e a concorrência crescente parecem explicar este fenómeno. As agências em Portugal cobram os preços das campanhas de email em função das expectativas de negócio, dos preços que têm praticado no passado e, considerando, o que a concorrência aplica. Além disto, o tamanho do anunciante, o número de campos existentes na página de submissão de dados e a tipologia destes campos (nível de confidencialidade), tal como o objectivo da campanha (nível de persuasão) parecem ser as principais variáveis que explicam o preço cobrado pelas campanhas de email em Portugal.
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曾鴻文. "A Study on the Impacts of Current Elementary School Libraries Promotional Campaign in Pingtung County toward the Attendance and Usage Frequency." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/20555872763862469996.
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碩士美和科技大學
經營管理研究所
101
The promotions and usage of elementary school libraries have always been a weak part of elementary education in Taiwan. However, several amendments to laws and regulations as well as some government policies for educational reform had created immense changes towards the establishment and functions of elementary school libraries. Since the roles of the libraries have turned from being passive to being active, the functions and services they provide have also changed. The purpose of this study was to explore how to use limited resources in an effective way to promote and attract elementary school students, as well as to increase their interests and frequency of their usage of elementary school libraries, Furthermore, they can learn to use the resources provided in the elementary school libraries as a knowledge database to solve homework tasks and problems in their lives. In this study, the targeted populations were the schools in the Pingtung Prefecture which participated in the "Additions of Elementary School Teacher Librarians Program” arranged by the Ministry of Education. The multiple-case study method was adopted in this study, and supplemented by semi-structured interviews. Comparative analysis was done on the background information of each case by encoding interview data in order to induce the most effective and suitable way to promote and improve the frequency of usage and performance of the primary school libraries. According to this study, the equipment and environment features of the primary school libraries in Pingtong County today have been very much improved. Specialized personnel have been assigned to promote the activities regarding educational and multifunctional purposes, whilst boosting the frequency of usage among students. However, the location of the library, the professionalism of the person in charge, the allocation of the allowances, the exclusive effect due to class arrangements, along with the collaboration amongst the personnel are considered to be the challenges for teachers to promote the primary school libraries. In the future, it is recommended that the distribution of necessary personnel and resources of the primary school libraries can be further developed. Related organizations should be encouraged to raise funds, and the government should take over the general maintenance of the equipment and system on behalf of all the primary libraries, in order to bring down the overall expenses. Also, to improve the professionalism of librarians, an accreditation system should be further implemented to solve the course-related and professional issues. In terms of promotional activities, more emphasis should be made upon the collaboration between libraries and teaching staffs. It will certainly ensure the optimal benefits for students if a rewarding system can be established for all the corresponding personnel.
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Louro, José Paulo Jervis Pereira. "Development of a brand and implementation of a promotional campaign for the products of Ria de Aveiro focus on brand identity and brand positioning." Master's thesis, 2013. http://hdl.handle.net/10362/17557.
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Directed internshipBetween June and December of 2012 I did an internship at Jervis Pereira, a communication and marketing consulting company. In May 2012, Jervis had been hired by Comunidade Intermunicipal da Região de Aveiro to respond to the following briefing: “develop and implement a promotional campaign for the products of Ria de Aveiro”. As this project fit my interest for Maritime Business, my field of study during the Masters program, and as I participated as an intern in all the steps of the project, I decided, in accordance with my advisor Professor Catherine da Silveira, to focus my Masters Thesis, and this Work Project Report, on the development of the new brand “Ria de Aveiro” and its respective brand identity, brand positioning and brand elements.
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Chi-HsuanHuang and 黃啟軒. "Fairness-aware Monetary Discount Strategies for Real-Time Promotion Campaign." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/j2a9c4.
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碩士國立成功大學
資訊工程學系
105
The effectiveness of monetary promotions has been well reported in the literature to affect shopping decisions for products in real life experience [1]. Nowadays, e-commerce retailers are facing more fierce competition on price promotion in that consumers can easily use a search engine to find another merchant selling an identical product for comparing price. We study e-commerce data — shopping receipts collected from email accounts, and conclude that for non-urgent products like books or electronics, buyers are price sensitive and are willing to delay the purchase for better deals. We then present a real-time promotion framework, called the RTP system: a one-time promoted discount price is offered to allure a potential buyer making a decision promptly. Besides, to take it further, we propose another framework, called the FRTP system to take the fairness factor into RTP system. To achieve more effectiveness on real-time promotion in pursuit of better profits, we propose two discount-giving strategies for RTP system: an algorithm based on Kernel density estimation, and the other algorithm based on Thompson sampling strategy. And one fairness discount strategy for FRTP system. We show that, given a pre-determined discount budget, our algorithms can significantly acquire better revenue in return than classical strategies with simply fixed discount on label price. We then demonstrate its feasibility to be a promising deployment in e-commerce services for real-time promotion.
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Lirio, Marina Pulido. "Empowerment of campaigns and marketing actions through deep analysis." Master's thesis, 2019. http://hdl.handle.net/10400.14/28552.
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O mundo está progressivamente mais globalizado, de modo que encontramos
diversas culturas a coabitar num mesmo país cada uma com diferentes
características e gostos. Deste modo, o marketing no setor de moda procura
impactar o máximo de pessoas possível sem diferenças em áreas e regiões do
mundo num curto intervalo de tempo. Vivemos na era tecnológica onde dois
segundos são suficientes para captar atenções, onde trabalhamos e vivemos
online e aos poucos o hábito de comprar em lojas físicas é um ato menos
recorrente. O objetivo deste estudo é investigar profundamente as diferentes
ações de marketing que a Parfois, marca internacional de acessórios portuguesa,
faz em loja com o propósito de melhorar vendas, valorizar a perceção da marca,
aumentar o número de clientes, entre outros objetivos. A melhoria contínua das
ações tomadas em espaço físico de loja nos diferentes países que a empresa atua,
depende das necessidades e situação da loja em questão. Este estudo planeia
analisar as promoções e tendências atuais em marketing que as marcas nesta
indústria usam para atrair, constantemente, diferentes tipos de consumidores
impulsionados pela moda. Os clientes querem gastar o seu dinheiro para sentir
experiências, como uma viagem, ao invés de ser um consumidor de mais uma
marca. O consumidor de hoje precisa de um tratamento pessoal e personalizado,
da mesma forma que compra a baixo-custo. Os consumidores procuram ser
envolvidos emocionalmente quando compram artigos da marca, estes querem
sentir-se únicos enquanto compram. Os resultados mostram que as vendas e os
visitantes em loja cresceram quando diferentes ações foram tomadas para reduzir
preços ou envolver o consumidor na marca no ato da compra física.The world is increasingly globalized and different cultures can be found living in a single country each one with different characteristics and tastes. In this way, marketing in the fashion sector seeks to impact as many people as possible in a shorter time without differences in areas or regions of the world. We live in a technological world where two seconds are enough to attract attention, where we work and live online and little by little the habit of buying in a physical store is somewhat less recurrent. The purpose of this study is the further investigation of the different marketing actions that the Parfois Company, Portuguese international accessories brand, makes in store, with the aim of improving sales, brand awareness, visitors and other objectives. Daily improvement of these offline actions in all countries where the brand operates, depending on the needs and situation of that store. This study plans to analyze the current promotions and trends in marketing that the brands in this industry use to attract, constantly, different types of consumers driven by fashion. Clients want to spend their money to feel experiences, like a trip, instead of being a consumer of more than one brand. The consumer of today looks for a personal and personalized treatment in the same way that he buys at a low cost. Consumers seek to get emotionally involved when they buy a brand, they want to feel unique at the same time they buy. The results show that sales and visitors in the store increase, when different actions are carried out that reduce prices or invest the consumer with the brand in the act of offline purchases.
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Chen, Hsin-hua, and 陳信樺. "Strategic Management of Campaign Strategy：The Formulation, Implementation and Evaluation of A Legislator Candidate's Promotion Strategy." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/92794181672443066886.
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碩士世新大學
行政管理學研究所(含博、碩專班)
94
As for the abundance of the records and documents with reference to the research of Election in Taiwan, such as the United-election and the allotted-ballot, the combination between public opinion poll and the election, the image of candidates, the advertisements of elections, and so on; these methods and data ever are the strategies which is used in some elections by candidates without exception. Nevertheless, it is a key point in an election that how candidates manage various strategies within their elections ,however, we seldom observing the research which is emphasized from the point of view of analyses and discussions over managing all strategies of elections, alike how to make efficient use of “strategy management.” This thesis is based on three modes from strategy management to frame the analysis for the purpose to understand the process how to probe into a team-performance from the environment outside and inside, the establishment of strategies, the way to implement strategies, and the estimations of strategies of one candidate; one mode is organization concept approach of SWOT, another is the schemes of strategy management, and the other is the management of topics for discussion. From the angle of the author who joined in the headquarters of a electric campaign team, we can see the firsthand observation, deep-going interview and the way how to analyze the Media from media content, compare the second data of the outcome from the public opinion poll, and even more how to collect data for trying to explain and to analyze of the behaviors of the team to discuss the appropriation of practical use of strategy management. The research fond out that the electric team whom the author was observed lacked an efficient and steady mode to make strategic decisions, hence, there were many chaos and different ideas in the process of making strategic decisions. Furthermore, the research fond out that there were problems about the communication between the department of campaign material and the department of organization in the candidate’s group; and then the problems leaded to the delay of the execution of strategies. Notwithstanding, many candidates still won the elections finally because of their advantages about their professions, personal images, educational backgrounds, no matter from the public opinion polls or deep-going interviews both showed that it was due to the electric campaign team made broadly use of mass media to promote the fame instantly of the candidate, and the campaign material team emphasized on proper target to the specific people and electric campaign themes. In the end, according to the result of this thesis, strategy management could be use in the process of elections. However, it may have some appropriate adjustments which depend on every different electric organization, the situation which forms the strategy, and the role of the person who makes the strategy from the campaign main management of the cause with the variation of each campaign organization, its goals, schedules and the strategic effects what they expect in all aspects.
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蘇婉容. "The Application of Marketing Campaign Optimization in Finance Holdings- A Case Study of Credit Cards Promotion." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/07948521667761872730.
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Su, Wang-Rong, and 蘇婉容. "The Application of Marketing Campaign Optimization in Finance Holdings-A Case Study of Credit Card Promotion." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/05612187886864238245.
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碩士元智大學
資訊管理研究所
92
Marketing management is a very important issue to a business. An appropriate management can reduce costs, provide accurate information, and bring company reasonable and effective benefit. As the evolution of the marketing theory, marketing management also provide several aspects such as marketing analysis, marketing planning, marketing supervising, and optimizing marketing. The concept of marketing is consumer-driven, and the activities satisfy the need of customers. The owner of business must efficiently integrate the resource, understand the need of customers, alter business model and marketing strategies, evaluate the need and preference of every customer, and then business can provide customized service to customers. Based on consumer-driven and sell the product customer need will create the permanent value to the customers and maintain the profitable customers. Under such conditions, business can create profitable revenue, growth rapidly, and get the most market share. In the multi product or variety marketing process, we must use multi marketing channels. When the company face in many customers, they should consider what kind of product or service through what kind of marketing channel to appropriate customer, and thus company can gain the maximize profit. According to the past marketing research and experiences, we often ignore some variant factors which make the gap between estimated and real results. So in the problem of solving marketing customer management, this research will use Data Mining to conclude customer classification, and then combine the system simulation and Genetic Algorithms with potential uncertain factors to deduce the system model of marketing planning optimization help business reduce costs and increase revenue. This research will use marketing campaign planning of credit card from finance holdings as the experimental target.
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Šenkárčin, Jakub. "Partnerství společnosti Pilsner Urquell a České hokejové reprezentace." Master's thesis, 2016. http://www.nusl.cz/ntk/nusl-342016.
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Title: Pilsner Urquell sponsorship of Czech ice hockey national team The Objective of the Thesis: The goal of this thesis is to create a comprehensive proposal of partnership activities between Pilsner Urquell and the Czech national ice hockey team for the 2016/2017 season. The conclusions and recommendations of this thesis are based on a thorough analysis of the same partnership in the 2014/2015 season within the frame of ICE HOCKEY campaign. Method: There were multiple methods of qualitative analysis used in the research section of the thesis. The relationship between both the sport association and Pilsner Urquell was analysed using a case study, document analysis and direct observation, with communication campaign as well. The data collection process was facilitated by a structured interview with the marketing department of both sides. Results of the thesis: The outcome of this thesis is a comprehensive proposal of a PR campaign for the 2016/2017 ice hockey season. The proposal includes concrete communication measures and initiatives that establish the partnership between the Czech National Ice Hockey Team and the Pilsner Urquell company. All individual initiatives are described in terms of their mission in the context of the overall partnership, the steps required to their realization, and...
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Lin, I.-Chun, and 林怡君. "A study on the convenient store’s point awarded promotion campaigns from the perspective of consumers’ involvement." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/42244905691415245690.
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Hsu, Yu-chen, and 許裕偵. "THE INFLUENCE OF BRAND IMAGE, PROMOTION CAMPAIGNS AND PERCEPTIVE VALUE ON PURCHASE INTENSION OF ONLINE SHOPPING." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/14673254329560487026.
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碩士南華大學
企業管理系管理科學碩博士班
101
Nowadays the online shopping has become part of our life and it’s necessay to know more about it.The purposes of this study were: (1) to examine whether brand image influences the purchase intension. (2) to investigate the effect of promotion campaigns and perceptive value on purchasing intention. (3) to emphasize the important role of brand image, promotion campaigns and perceptive value in affecting internet shopping. Totally 545 online shoppers were interviewed and asked to respond the questionnair.Data collected were analyzed.The results were summzrized as follows: 1. Brand image has significant influence on purchase intension. 2. Brand image provides significant influence on promotion campaigns. 3. Brand image yields significant influence on perceptive value. 4. Promotion campaigns influence on purchase intension. 5. Perceptive value influence on purchase intension. 6. Promotion campaigns provide a mediating effect between brand image and purchase intension. 7. Perceptive value also provide a mediating effect between brand image and purchase intension. Explanations of the findings were offered and applications of the study were discussed. Finally, some suggestions for future research were identified and discussed, also the results are suggested to be useful references for online shopping traders.
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Read, Leslie Springer Andrew Everett Hanis Craig Vernon Sally W. "Marketing physical activity and healthy eating : a literature review of recent social marketing campaigns and development of a social marketing plan for the CATCH program." 2009. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1465754.
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Yu-min, Huang, and 黃于珉. "An Analysis on the Effectiveness of E-paper’s Policy Promotion : Using the Ministry of Education’s 2009 Morality Campaign as an example." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/68753007908573680763.
Full textAbstract:
碩士國立臺灣師範大學
圖文傳播學系
98
There are eight ministries of government set up an e-paper platform, including the Ministry of interior, the Ministry of Foreign Affairs, the Ministry of Communications, the Ministry of law, the Ministry of Finance, the Ministry of Defense, the Ministry of Education and the Ministry of economic affairs. However, the capability of the e-paper has not been researched yet. Therefore, this study utilizes the “2009 Morality Campaign” of the Ministry of Education as an example, aiming to explore the performance of the MOE e-paper platform in the function of policy marketing. There are two research methods has been used, one is the Text Analysis and the other is the In-depth Interviewing. At the first, the method of Text Analysis is used to analyze the functional structure of the MOE e-paper, thereby, to anatomize the differences of the example content between e-paper and news reports. Then, the participants who concern the subjects of education would have a depth interview to collect their opinions about the example content posted on the e-paper platform. This study used the “Planned Communication theory” to exam the characteristic of the e-paper. The example content was reported on the e-paper 364 issue, which only had the function to disclose the policy but the effectiveness. As a result, the “2009 Morality Campaign” of MOE, there are many differences between the reports of MOE e-paper and commercial media. It was caused by the two factors. One hand, the commercial media had more cares in business and political interest. On the other hand, the orientation of MOE e-paper was not clear and its efficiency was not well. This study suggested that the MOE e-paper should identify its goal and promote its efficiency. Moreover, the officers of MOE should improve the communication and relationship with media in order to reduce the gap of understanding.
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Hung, Chai-Li, and 洪佳莉. "Examing Promotive effect of Social Marketing Strategies: A Case of the Communication Campaign of the Taiwan Internet Content Rating Promotion Foundation." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/34809068928308013086.
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碩士輔仁大學
大眾傳播學研究所
95
This study aimed at examining the communication effect of the Internet content rating campaign held by the Taiwan Internet Content Rating Promotion Foundation in 2006. McGuire’s “Communication / Persuasion Model as an Input / Output Matrix” was used as the analysis framework of the study. Eight experimental schools and eight control schools in Taipei County and Taipei city, including elementary and junior high schools, were selected to test whether the communication campaigns were effective in those experimental schools. The results showed that the students in the experimental schools did present significantly more knowledge in internet rating. However, no significant differences were found between two groups of schools in attitudes toward and behavior of internet rating.
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Shen, Ling-Li, and 沈伶里. "The Roles of Health literacy and the Satisfaction toward the Health Promotion Campaigns on Taking an Oral Screening Behavior." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/02745499558265824037.
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碩士大仁科技大學
休閒事業管理研究所
100
Despite the technology advanced and economy developed enormously in recent years, cancers remained the top of the causes of death. Oral cancer is the type of cancer that leads to a very high mortality rate and a highly painful during the treatment. Although the Taiwan government had offered free oral cancer screening, an effective and simple method to detect oral cancer, for years, count of deaths caused by oral cancer still rank as the sixth in the list. This research based on the theory of planned behavior to explore how people''s attitude, subjective norm, perceived behavioral control, and health literacy as well as self-health consciousness can affect the respondents’ intention of taking a free oral screening. In addition, this research added satisfaction toward an health education in the model to examine how it may affect the intention. Samples were 30 years old and above residents taken from Taitung County in which the mortality rate of oral cancers is the highest. 550 questionnaires dispatched to the attendants of several health-education events, and 475 valid questionnaires gathered, with response rate of 71.8%, for further analysis. After several statistical analyses including descriptive statistics, independent sample t test, one-way ANOVA, Pearson correlation and regression analysis, this research revealed that the magnitude of attitude, subjective norm, perceived behavioral control and behavioral intention varied along with some demographic variables. The test results also indicated that attitude of , subject norm, and perceived behavioral control (PBC) had positive but various impacts on the intention of taking an oral cancer screening. In addition, a model that integrates attitude, subjective norm, and PBC was better than any of a single variable in predicting the intention. As to the health literacy and satisfaction on health education, the research results had shown significant effects in the entire model. This study was not only provided evidence regarding the applicability of TPB in explaining the intention of oral cancer screening behavior, but also revealed the importance of the levels of health literacy as well as the satisfaction toward health education program in terms of promoting such a screening campaign. It was recommended that future researchers can further delve into whether there were any undetected mediating variables.
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Muzhizhizhi, Nyasha. "Assumed models of human behaviour in the promotion campaigns of public and non-motorised transport in the Gauteng city region." Thesis, 2018. https://hdl.handle.net/10539/26742.
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A research report submitted in partial fulfilment of the requirements for the Degree of Master of Architecture to the Faculty of Engineering and the Built Environment, University of the Witwatersrand, Johannesburg, 2018This study applied a case study approach to analyse assumed human behaviour models applied in the conceptualisation and implementation of the promotion campaigns for public and non-motorised transport in the Gauteng City Region and how this might have influenced the transition towards public transport and non-motorised transport. Besides the primary data collected through interviews with diverse participants, secondary data from reports and media articles were captured and analysed. The study found a diverse range of promotion campaigns for public and non- motorized transport such as You make Joburg great and the Ecomobility Festival. The related promotion campaign activities included educational campaigns and billboard messaging. Using behavioural insights such as prospect theory and rational choice theory, the study analysed the activities and tools of the promotion campaigns in order to understand the predominant assumed model. The study finds that the rational agent model of human behaviour was the most assumed model for the promotion campaigns. Due to the fact that the outcomes of the campaigns were not systematically evaluated, specific transition-impacts of the assumed model could not be analysed and therefore no relevant finding could be made on the related sub-question. However, secondary data sources clearly indicate that IMT use continues to grow in Gauteng City Region in spite of the ongoing campaigns. The study therefore went on to identify gaps within the delivered campaign activities and considered better ways to improve such campaigns in the context of the non-rational model. The study finds that in spite of close to over three decades of scientific questioning of the rational model, the model remains as the predominant framework in the promotion campaigns for PT and NMT. Although there might be other contributing factors, this predominance of the framework possibly undermines the anticipated impacts, and in particular, inhibits the responses to such campaigns and overall transitioning towards public and non-motorised transport. Key words: econs, framing, non-motorised transport, non-rational model, nudging, promotion campaign, public transport, rational model
GR2019
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Richer, Yannick. "Analyse d'une campagne publicitaire en santé : le cas de Vasy." Mémoire, 2007. http://www.archipel.uqam.ca/3096/1/M9726.pdf.
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Entre 1985 et 2003, le nombre de canadiens souffrant d'un surplus de poids a presque triplé. Cette augmentation de la masse corporelle touche l'ensemble des groupes d'âge, mais principalement les enfants. On note que 30 % des enfants obèses deviendront des adultes obèses (Dietz; 1993). Cette situation est préoccupante, voire alarmante, puisqu'à l'âge adulte, un problème d'embonpoint peut engendrer des maladies chroniques. Des pays tels que le Royaume-Uni, l'Australie et le Canada se sont mobilisés pour lutter contre ce fléau (Sonne-Holm S., 1989). Monsieur Alain Poirier, directeur de la santé publique, a rédigé le Programme national de santé publique 2003-2012 (Poirier et Maranda, 2005). Ce programme jette les bases pour l'élaboration d'une vaste campagne sociétale de promotion de la santé au Québec. Cette dernière se veut un instrument de changement social ayant pour objectif de prévenir, traiter et soutenir la population dans fa modification de ses habitudes de vie.
Notre étude porte sur la réception active d'extraits de la campagne Vas-y, fais-le pour toi ! avec le personnage VASY et se situe dans le courant des études de réception en recherche qualitative. Dans le cadre de cette recherche, nous avons présenté 4 publicités de cette campagne de promotion de saines habitudes de vie à des adolescents âgés entre 12 et 14 ans. Cette dernière est l'une des dimensions du programme de la Santé Publique du Québec. Notre analyse du lien communicationnel entre le message et le récepteur est basée sur la théorie de la construction de sens développée par Brenda Dervin (1989). Cette approche considère l' individu comme un récepteur actif cherchant à résoudre son questionnement en reconstruisant le sens du message reçu. Dervin définit la communication comme un processus de recherche d'informations illustré par un pont mental que l'individu construit au fur et à mesure qu'il répond à ses propres questionnements (Beaudoin, 1998). Ce pont mental fait référence à une démarche que l'individu effectue en tissant des liens informationnels par le biais de son questionnement sur le sujet. Nous avons réalisé 4 groupes de discussion auprès d'un échantillon total de 30 adolescents composés de 17 filles et de 13 garçons âgés de 12 à 14 ans. Cette homogénéité des groupes de discussion aide à recréer un climat de référence sociale. (Deslauriers, 1996). Lors des entrevues, nous nous sommes inspiré de la grille d'entrevue proposée par Brenda Dervin afin de comparer les résultats obtenus par cette dernière. À l'aide de la théorie de la construction de sens, cette étude a permis de constater comment une campagne de promotion de la santé peut produire un changement de comportements dans un groupe d'individu. De plus, nous avons examiné si l'intégration d'un personnage représentant les bonnes habitudes de vie dans une campagne de promotion de la santé aide à modifier les comportements dans la population. Enfin, l'analyse des résultats a permis de constater les facteurs d'échec ou de succès de cette campagne médiatique. Somme toute, ce mémoire a permis de tracer un portrait des habitudes de vie des jeunes de 12 à 14 ans et d'en savoir davantage sur l'impact du message de cette campagne de promotion sur leurs comportements d'habitudes de vie. Enfin, nous avons porté une attention particulière sur le processus de la réception du message. ______________________________________________________________________________ MOTS-CLÉS DE L’AUTEUR : Adolescence, Campagne de promotion de la santé, Habitudes de vie, Médias de masse, Messages publicitaires.
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Lekekela, Mamodupi Lydia. "An evaluation of the impact of health communication campaigns at the University of Limpopo." Thesis, 2020. http://hdl.handle.net/10386/3466.
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Thesis (M.A. (Communication Studies)) -- University of Limpopo, 2020Health communication is one of the interventions used to overcome health issues in society. Behavioural change is a process that relies on influence, and carefully designed messages about a desired outcome. These messages are captured from health communication interventions such as health communication campaigns about HIV/AIDS. This study empirically measured behavioural intention and followed the introduction of the health communication campaigns at the University of Limpopo (UL) campus amongst students from all faculties. In order to evaluate these campaigns, a positivist research paradigm was chosen, and the quantitative approach was used to measure and determine the relationship between the constructs of the Theory of Planned Behaviour (TPB). The constructs (or predictor variables) of the TPB model are deterministic of behavioural change. They work together to achieve change in behaviour, where the outcome variable is the behavioural intention. This study used the TPB model to guide the literature and methodology when it came to the formulation of questions for data collection. The target population sampled was aged between 18 and 28, and all the participants belonged to various schools across all faculties at the University of Limpopo. The researcher used of the Stratified random sampling method which is classified under probability sampling; 401 questionnaires were coded, and analysed. SPSS® version 25 was used to analyse the data. The results were-drawn descriptively and inferentially. This was done in order to define the relationship between the theory’s variables. The researcher used both Pearson Correlations and Regression Analysis to define the relationship between the variables. Descriptively, the majority of 148 (36.9%) participants strongly agreed while 174 (43.4%) agreed that they intended to participate in health communication campaigns in the future, as the predictor variable. Inferential findings showed that the behavioural intention variable amongst the students proved to be the one that contributed most towards behavioural change. The researcher suggests that further research should focus on message development. Health campaign messages should be developed that trigger intention, in order to achieve behavioural change for individuals so that they can ultimately participate in health campaigns.
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LIN, SHU HUA, and 林淑華. "A Study on the Effectiveness of the Promotion of Echinacea Campaign and Students' Perceptions of Friendly Campus in Public Junior High Schools in Chiayi City." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/h72m8x.
Full textAbstract:
碩士國立中正大學
教育學碩士在職專班
105
This study investigates the effectiveness of the promotion of Echinacea campaign in public junior high schools, with a focus to study its relationship with students' perception of friendly campus in Chiayi City. Through the analysis on variables of students’ personal background in Chiayi City, the author wishes to further explore the effectiveness of the promotion of Echinacea among the difference in students' perception of friendly campus. The research adopted the method of questionnaire survey procedure. With stratified cluster sampling method, the researcher sent 696 questionnaires to students of public junior high school in Chiayi City, collected 644 valid samples with a valid response rate of 92.53%. The data were analyzed by means of statistical methods such as arithmetic mean, t-test, One-way analysis of variance, Pearson’s product-moment correlation, and frequency analysis. The conclusions of this study are synthesized as follows: I. The anti-drug cognition of the public junior high school students revealed that schools promoted Echinacea campaign were in average-to-high extent in Chiayi City. II. Over 90% of students had participated in related activities of Echinacea campaign in the schools of Chiayi City, in which over 90 % of participation students had found the program beneficial. III. There exist significant differences in the effect of the promotion of Echinacea campaign. Influential variables include grade levels, school location area, school scale, inter-personal relationship with peers and family discipline. IV. The students of Chaiyi city who studied in junior high school, in overall as well as individual levels sampling, resulted in a high level perception of friendly campus. V. There exist significant differences in the perceptions of environmental dimension of friendly campus. Influential variables include gender, grades levels, school location areas, school scales and inter-personal relationships with peers. VI. There exist significant differences in the perception of mental dimension of friendly campus. Influential variables include gender, grades levels, school location areas, school scales, inter-personal relationship with peers and family discipline. VII. There exist significant differences in the perception of mental dimension of friendly campus. Influential variables include gender, grades levels, school location areas, school scales, inter-personal relationships with peers and family discipline. VIII. There exist significant differences in the perception of interpersonal relationship dimension of friendly campus. Influential variables include gender, grade levels, school location areas, relationships with peers and different family discipline. IX. A significant positive correlation was observed between Echinacea campaign in promoting the effectiveness of Chaiyi students and the students’ friendly campus awareness, which involved a whole as well as in individual levels. According to the above research conclusions, related suggestions were offered to be the reference for the education administration, schools and future researchers.