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Journal articles on the topic 'Promotional campaign'
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Uldemolins, Pilar, María T. Maza, and Sara Aldama. "The role of promotion tools used in the Spanish campaign to promote new lamb meat cuts." Spanish Journal of Agricultural Research 19, no. 1 (March 23, 2021): e0103. http://dx.doi.org/10.5424/sjar/2021191-15854.
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Aim of study: The first purpose of the present study was to investigate the level of recall of the adverting campaign promoting the new lamb meat cuts. The second objective was to investigate which promotion tools are more important to consumers and retailers.Area of study: This study took place in the city of Zaragoza, where lamb meat promotional activities have been conducted at three different levels: generic promotion of the sector, Regulatory Council of Ternasco de Aragón promotion campaign and producer brand promotion.Material and methods: Data was collected through personal questionnaires (401 consumers and 55 retailers).Main results: Results suggest that the promotion campaign has not contributed as much as expected to spread the knowledge of the new lamb cuts among consumers. Both consumers and retailers attached more importance to in-store marketing promotional tools. Three consumers segments were identified based on promotion tools preferences. Comparing between consumers and butchers’ opinion the only significant difference was found in using internet and social network as a promotional tool.Research highlights: A general trend has been observed since the majority of consumers and retailers consider that the most important promotions tools are those conducted inside the point of sale. On the view of these results, it could be better for future campaigns to increase promotional effort inside the point of sale, where consumers make their final purchase choice.
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Becker, Keith, Jim Sprigg, and Alex Cosmas. "Estimating individual promotional campaign impacts through Bayesian inference." Journal of Consumer Marketing 31, no. 6/7 (November 4, 2014): 541–52. http://dx.doi.org/10.1108/jcm-06-2014-1006.
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Purpose – The purpose of this paper is to estimate individual promotional campaign impacts through Bayesian inference. Conventional statistics have worked well for analyzing the impact of direct marketing promotions on purchase behavior. However, many modern marketing programs must drive multiple purchase objectives, requiring more precise arbitration between multiple offers and collection of more data with which to differentiate individuals. This often results in datasets that are highly dimensional, yet also sparse, straining the power of statistical methods to properly estimate the effect of promotional treatments. Design/methodology/approach – Improvements in computing power have enabled new techniques for predicting individual behavior. This work investigates a probabilistic machine-learned Bayesian approach to predict individual impacts driven by promotional campaign offers for a leading global travel and hospitality chain. Comparisons were made to a linear regression, representative of the current state of practice. Findings – The findings of this work focus on comparing a machine-learned Bayesian approach with linear regression (which is representative of the current state of practice among industry practitioners) in the analysis of a promotional campaign across three key areas: highly dimensional data, sparse data and likelihood matching. Research limitations/implications – Because the findings are based on a single campaign, future work includes generalizing results across multiple promotional campaigns. Also of interest for future work are comparisons of the technique developed here with other techniques from academia. Practical implications – Because the Bayesian approach allows estimation of the influence of the promotion for each hypothetical customer’s set of promotional attributes, even when no exact look-alikes exist in the control group, a number of possible applications exist. These include optimal campaign design (given the ability to estimate the promotional attributes that are likely to drive the greatest incremental spend in a hypothetical deployment) and operationalizing efficient audience selection given the model’s individualized estimates, reducing the risk of marketing overcommunication, which can prompt costly unsubscriptions. Originality/value – The original contribution is the application of machine-learning to Bayesian Belief Network construction in the context of analyzing a multi-channel promotional campaign’s impact on individual customers. This is of value to practitioners seeking alternatives for campaign analysis for applications in which more commonly used models are not well-suited, such as the three key areas that this paper highlights: highly dimensional data, sparse data and likelihood matching.
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Semadeni, Andrea, and Marco Zanetti. "Holzförderung – ein wichtiges Anliegen des Bundes | Timber Promotion – an Important Federal Concern." Schweizerische Zeitschrift fur Forstwesen 152, no. 3 (March 1, 2001): 87–90. http://dx.doi.org/10.3188/szf.2001.0087.
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Harvesting more timber and using it more intensively are central to the government's forest policy. Promotional instruments influence forest production, but it is not possible to give direct aid to the timber-processing industry. Instead, the Confederation has invested heavily in research, development and public information campaigns. Various promotional campaigns have been particularly effective. Thus the «Holz 2000»campaign, which will soon be drawing to a close, will continue under the name of «Förderprogram Holz» (Timber Promotion Campaign) 2001–2003.
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Thompson, Erika Beseler, Frank Heley, Laura Oster-Aaland, Sherri Nordstrom Stastny, and Elizabeth Crisp Crawford. "The Impact of a Student-Driven Social Marketing Campaign on College Student Alcohol-Related Beliefs and Behaviors." Social Marketing Quarterly 19, no. 1 (January 3, 2013): 52–64. http://dx.doi.org/10.1177/1524500412472668.
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Researchers examined a student-driven campaign intended to reduce high-risk drinking at a Midwestern, public research university in the United States. The campaign was implemented as part of a comprehensive social marketing effort to address high-risk drinking. Efforts employed on campus addressed various aspects of the marketing mix, including product, price, place, and promotion through late-night alcohol-free activities, increased enforcement, a substance abuse mentoring program, and the student-driven promotional campaign. Outcome measures of the campaign evaluation included assessing the effectiveness of promotional materials in prompting student visits to the campaign website and assessing the impact on students’ reported drinking-related beliefs and behaviors. Following extensive formative research, student developers designed campaign promotional materials that incorporated socially relevant images and messages to enhance students’ confidence related to making simple, low-risk decisions about drinking. Evaluation included an anonymous survey sent to a stratified random sample of undergraduate students. Responses were gathered regarding student demographics, appeal of promotional materials, self-reported drinking patterns, and whether the campaign impacted students’ reflections on drinking or beliefs and behaviors concerning their own alcohol consumption. Study results indicate online and interactive promotional materials (i.e., Facebook page and campaign video) increased the likelihood of student visits to the website, and students exposed to the website reported increased confidence and use of techniques to reduce alcohol-related harm. Use of socially relevant messages and online or interactive campaign components appear to be promising when implementing campaigns to address college student high-risk drinking.
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Lee, Youn Ok, Behnoosh Momin, Heather Hansen, Jennifer Duke, Kristin Harms, Amanda McCartney, Antonio Neri, Jennifer Kahende, Lei Zhang, and Sherri L. Stewart. "Maximizing the Impact of Digital Media Campaigns to Promote Smoking Cessation." Californian Journal of Health Promotion 12, no. 3 (December 1, 2014): 35–45. http://dx.doi.org/10.32398/cjhp.v12i3.1579.
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Background and Purpose: Digital media (e.g., banner ads, video ads) is often used to encourage smoking cessation by increasing quitline call volume through direct promotion to smokers or indirect promotion through smoker proxies. This process evaluation study highlights the use of digital media in a proxy-targeted campaign to promote the California Smokers’ Helpline to health care professionals. Methods: Data were collected from October 2009 to September 2012. We describe the iterative development of the campaign’s digital media activities and report campaign summaries of web metrics (website visits, webinar registrations, downloads of online materials, online orders for promotional materials) and media buy (gross impressions) tracking data. Results: The campaign generated more than 2.7 million gross impressions from digital media sources over three campaign waves. Online orders for promotional materials increased almost 40% over the course of the campaign. Conclusion: A clearly defined campaign strategy ensured that there was a systematic approach in developing and implementing campaign activities. It also ensured that lessons learned from previous waves were incorporated; one lesson included the frequent rotation of new ad content to keep the target audience engaged.
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Brannon, Sian. "A Successful Promotional Campaign." Serials Librarian 53, no. 3 (October 2007): 41–55. http://dx.doi.org/10.1300/j123v53n03_04.
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&NA;. "National Breastfeeding Promotional Campaign." MCN, The American Journal of Maternal/Child Nursing 22, no. 6 (November 1997): 331. http://dx.doi.org/10.1097/00005721-199711000-00021.
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Ishaq, Muhammad, and Syed Mohsin Ali. "Women's Participation in Media Campaign in the Light of Sharia." Pakistan Journal of Applied Social Sciences 4, no. 1 (September 8, 2016): 23–39. http://dx.doi.org/10.46568/pjass.v4i1.468.
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People use different promotional tools to promote their products and services so that other people come to know about those products and services and their benefits. For this promotion,both print and electronic media are very important tools nowadays. The world is on its peak, people are developed and have become modern thinkers and so did the media. The media has made it a point to the people of this world that we are your need and you will only develop more by using us and avoiding the media will prove harmful for you.It is worth noticing that participation and involvement of females in these promotional campaigns is also considered as very important. Whereas, females have nothing to do with the promotion of a product or service and the objectives of a promotional campaign can also be achieved without their involvement in it. Islam has given clear orders for females to cover themselves and appear modest at all times. The temptation of unnecessary involvement of females with males in social activities has been condemned in the teachings of Islam. In the light of these orders by Al Mighty ALLAH, the participation and involvement of females in the promotional campaigns of products and services will be totally against the spirit of Islam. This is because these promotional campaigns use a female's facial and physical beauty to sell a product or service, which spreads moral and ethical corruption in the society. Therefore, this is a condemnable act in the light of teachings of Islam and it must be avoided.
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Поляков, V. Polyakov, Фомичева, and Irina Fomicheva. "Particular Models of Options Planning of Promotional Campaigns." Economics 4, no. 2 (April 18, 2016): 16–21. http://dx.doi.org/10.12737/18960.
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The concept of advertising stream as a kinematic characteristic in media planning
is given. The classification of advertising streams from the standpoint of deciduous
interval. The analysis of stream models of advertising campaign is presented.
Particular qualities of streams depending on the types of structural compositions
of advertising campaigns are showed. Conflicting situations in optimizing the
process of media planning of an advertising campaign is considered.
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Faisal, Abdul Haris. "ANALYSIS OF THE ACRONYM WRITING ON THE PRESIDENTIAL ELECTION CAMPAIGN OF THE 2019-2024 PERIOD." BAHTERA : Jurnal Pendidikan Bahasa dan Sastra 18, no. 2 (July 29, 2019): 207–12. http://dx.doi.org/10.21009/bahtera.182.09.
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This study discusses the renewal carried out by the acronym needed in campaign campaigns for presidential and vice-presidential candidates. To find out the errors related to the acronym that existed in the campaign viewer, this study used a qualitative descriptive method. The results of this study indicate the facts that appear on promotional devices. Mistakes in using this acronym are needed in campaign campaigns for the election of presidential and vice-presidential candidates. The error was issued by a selection error that was too imposing.
Keywords: acronyms, errors, and campaign props
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Galli, Brian J. "Using Marketing to Implement a Strategic Plan." International Journal of Service Science, Management, Engineering, and Technology 9, no. 1 (January 2018): 41–54. http://dx.doi.org/10.4018/ijssmet.2018010104.
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Close to 75% of marketing and promotional campaigns globally fail to meet their purpose. Marketing campaigns fail due to pitfalls, which sink promotional projects. Strategic planning is significant in overcoming these pitfalls hence increasing the chances of business being successful in their promotional campaigns. However, a lot of businesses are experiencing issues with integrating strategic planning into their daily operations and promotional campaigns. This article is intended at discussing the pitfalls, which may sink a promotional campaign and suggests how strategic planning can solve these issues. In addition, this article also discusses approaches which can be adopted by organizations to enable them to successfully integrate strategic planning into the marketing projects. In conclusion, it suggests some approaches that organizations may adopt to ensure that they are successful in their future projects.
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Caswell, Brian. "The U.K. patent office promotional campaign." World Patent Information 12, no. 2 (January 1990): 83–84. http://dx.doi.org/10.1016/0172-2190(90)90170-p.
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Clark, Sheila, Tim J. Bungum, Mindy Meacham, and Lisa Coker. "Happy Trails: The Effect of a Media Campaign on Urban Trail Use in Southern Nevada." Journal of Physical Activity and Health 12, no. 1 (January 2015): 48–51. http://dx.doi.org/10.1123/jpah.2013-0218.
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Background:Many Americans do not meet recommendations for physical activity (PA). Communities are building trail networks to encourage PA, but the relationship between trails and PA is not well understood.Methods:We monitored usage of urban trails (N = 10) in Las Vegas, NV, before and after a promotional marketing campaign (October 2011 and April 2012). The media campaign featured print, online, and radio ads, as well as billboards and signage on gas pumps. Data were collected with infrared monitors that were placed on the trails for periods of 7 days. We compared preintervention and postintervention usage rates.Results:Mean usage increased (P < .001) from 3.91 to 5.95 users per hour (52.17%) after the promotional campaign. We observed significant increases at 7 individual trails, significant declines at 2 trails, and no change at 1 trail.Conclusion:Promotional campaigns may be an effective way to increase trail usage and encourage PA.
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Gera, Suchita. "Role of Sales Promotion Techniques in Building Consumer Preferences: A Study of FMCG Products of Selected Brands in Dehradun City of Uttarakhand." Journal of University of Shanghai for Science and Technology 23, no. 06 (June 23, 2021): 1448–62. http://dx.doi.org/10.51201/jusst/21/06465.
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The importance of sales promotion in the marketing mix is unquestionable. Sales Promotion techniques are considered one of the important tools and techniques for increasing sales volume. Considering the cost of sale promotions are always substantial, the selection and design of the most effective and efficient promotion tools are crucial for a successful promotion campaign. The ability of marketers to identify attributes that are relevant to their target market is vital for them to have better control over the results of their promotional activities. The present paper aims to evaluate the possibility of consumer preference due to sales promotion, the effectiveness of sales promotion tools in motivating purchase in the FMGC sector, and on this basis of study few suggestions are offered that will be useful for marketing managers of FMCG companies to streamline their sales promotion strategies and make their promotional efforts more successful.
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Lion, A., J. Lethal, C. Delagardelle, R. Seil, A. Urhausen, and D. Theisen. "General practitioners do not counsel more physical activity after a public health campaign." Deutsche Zeitschrift für Sportmedizin/German Journal of Sports Medicine 73, no. 1 (February 1, 2022): 36–42. http://dx.doi.org/10.5960/dzsm.2021.510.
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A physical activity (PA) promotional campaign was launched in June 2018 to raise awareness of the health benefits of PA in patients with chronic diseases in Luxembourg. This study aimed to evaluate the behavior of general practitioners (GPs) regarding PA counselling before and after the campaign. The campaign consisted of advertisement broadcasts on national TV/radio in June and July 2018 and comprised a toolkit (flyers and a PA evaluation tool) sent in September 2018 to all medical doctors registered in Luxembourg. PA counselling behaviors were evaluated in 59 and 53 GPs who answered a standardized questionnaire before and after the campaign, respectively. Interviewed GPs declared having advised only a small proportion of their patients regarding PA participation before and after the campaign (29% and 24%, respectively; p<0.001). The campaign had no impact on the GPs’ awareness (21%) about the national program offering PA for patients with chronic diseases. Lack of time and knowledge were identified as the main barriers to engaging in PA counselling. Overall, GPs encouraged only a small proportion of their patients to engage more in PA, and the awareness campaign failed to change their PA counselling behavior, at least in the short term. Barriers to PA promotion within primary healthcare should be addressed before implementing new awareness campaigns targeting healthcare professionals. Key Words: Medical Doctors, Primary Healthcare, Exercise Counselling, Health Promotion
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Vigna, Joselita Pancine, and Emerson Wagner Mainardes. "Sales promotion and the purchasing behavior of food consumers." Revista Brasileira de Marketing 18, no. 3 (December 27, 2019): 101–26. http://dx.doi.org/10.5585/remark.v18i3.16368.
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Purpose: This study aims to identify the types of sales promotion that affect the consumer’s purchasing behavior.Design/Methodology/Approach: We conducted a survey with a sample of 235 people who reported having made food purchases due to promotional stimulus. Relationships between variables were analyzed using descriptive statistics and a multiple linear regression model.Originality/Value: This study seeks to understand the influence of sales promotions on consumer purchasing behavior in an emerging market. Past research has explored such behavior in mature markets. We opted to broaden discussions on sales promotion by studying the effect of usual types of promotions in the Brazilian market.Outcomes: The results showed that discounts motivate the acceleration of purchases, stocking and experimentation. Free samples encourage consumers to try a product they do not know about. This suggests that discounts, free samples, and prize draws all influence consumer purchasing behavior, encouraging their preference for foods that are on sale and motivating the frequency of purchased foods that use these types of promotion.Theoretical/Methodological Contributions: The study contributed theoretically by investigating different promotional types from those already investigated, observing: the promotional types that can influence, generate preference and motivate the frequency of purchase of products promoted by Brazilian consumers; stocking, purchase acceleration, product choice and brand loyalty behaviors, which can change the choice of a promotional type in a promotional campaign.
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Parvanta, Sarah, Laura Gibson, Heather Forquer, Dina Shapiro-Luft, Lorraine Dean, Derek Freres, Caryn Lerman, et al. "Applying Quantitative Approaches to the Formative Evaluation of Antismoking Campaign Messages." Social Marketing Quarterly 19, no. 4 (September 30, 2013): 242–64. http://dx.doi.org/10.1177/1524500413506004.
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This article shares an in-depth summary of a formative evaluation that used quantitative data to inform the development and selection of promotional ads for the antismoking communication component of a social marketing campaign. A foundational survey provided cross-sectional data to identify beliefs about quitting smoking, that campaign messages should target, as well as beliefs to avoid. Pretesting draft ads against quantitative indicators of message effectiveness further facilitated the selection and rejection of final campaign ads. Finally, we consider lessons learned from the process of balancing quantitative methods and judgment to make formative decisions about more and less promising persuasive messages for campaigns.
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Arndt∗, J., K. Petersen, K. Crossno, D. Brudon, A. Herman, C. Friedman, and C. Chenoweth. "Focusing on Hand Hygiene with a Promotional Campaign." American Journal of Infection Control 32, no. 3 (May 2004): E79. http://dx.doi.org/10.1016/j.ajic.2004.04.118.
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Tannous, N. "Call For Life, 2017 by the Children's Cancer Center of Lebanon." Journal of Global Oncology 4, Supplement 2 (October 1, 2018): 186s. http://dx.doi.org/10.1200/jgo.18.30700.
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Call for Life is a mini-telethon aims to spread awareness and calls for the support and instant donations from the community. Amount raised: The last campaign in 2017 raised: $1,463,018.84 with total expected revenues over the period of 3 years: $2,003,018.84. Background and context: The idea first started in year 2008. Four campaigns were done in the past years (2008, 2012, 2014 and 2017). The campaign has developed through the years in donation means, awareness, funds raised, partners, national engagement and has successfully become more efficient and successful due to the process adopted. The 4th edition was in celebration of the 15th anniversary, hence the slogan “Where We Were and Where We Have Become” and focusing on success stories. A special recognition wall was launched at the 4th edition, the “Guardians' Wall”, fitting 18 guardians' names who pledged to donate 15,000 USD yearly over 3 years period. At the D-day we had a special episode hosted by the famous talk show Kalam El Nas by Marcel Ghanem offered for free to CCCL along with all the air time whether for TVC or interviews and reports and outdoor media. A professional call center was activated during the special TV episode. Donation means: calling to register pledges and partner courier company to collect/money transfer company/online/at the center/banks. Aim: Call for Life is a nationwide campaign aims to spread awareness and calls for the support and instant donations from the community so CCCL continues its mission of saving children's lives. Strategy/Tactics: Reviewing previous campaigns exit reports to benefit from remarks Study the best means/mechanism of donations Free and strong media campaign Positive content of promotional material and reports of the episode Send letters to big donors prior to the launching; trying to ensure big donations prior Facilitating the donation means Full special episode on the D-day broadcasted live at peak hour of viewership. Program process: Brainstorming Deciding on means/mechanism and sponsorship packages Setting media campaign's concept, idea and promotional plan set Preparing campaign´s project details and project plan Ensuring call center, short code, and proper dissemination of campaign's information to agents Coordination and preparation of all material and content of a special episode Trying to ensure donations prior to the d-day. Costs and returns: Costs: $6484 Revenues: $1,463,018.84 with total expected revenues over the period of 3 years: $2,003,018.84 What was learned: Call For Life has to have easy and varied donation means. Massive free media campaign is a must with episode at night peak viewership hour. Patient and survivors involvement has an added value. Innovative Guardian´s Wall ensures an appealing recognition which encourages donations. A one week campaign with one main telethon day gives sense of urgency for quick responses. Expenses shall remain minimal.
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Leotta, Alfio. "‘This isn’t a movie . . . it’s a tourism ad for Australia’: The Dundee campaign and the semiotics of audiovisual tourism promotion." Tourist Studies 20, no. 2 (December 19, 2019): 203–21. http://dx.doi.org/10.1177/1468797619894462.
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This article proposes a theorization of audiovisual media promotion as a distinct media field. Despite their omnipresence, very few scholars have examined the aesthetic, thematic and institutional characteristics of tourism films, commercials and promotional videos. The field of tourism audiovisual promotion poses a significant conceptual challenge as it consists of a vast array of diverse media texts and aesthetic forms. Such vast aesthetic differences, along with the different promotional potential associated with each of these forms, complicate any straightforward definition of this media field. This article will use the analysis of a recent case study – the Dundee campaign launched by Tourism Australia in 2018 – to develop a theorization of audiovisual tourism promotion. In particular, it will argue that the meaning and function of tourism audiovisual promotional texts are determined by a ‘discursive framework’ which, in turn, is informed by converging textual and contextual factors.
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Paetz, Jürgen. "The Risk of Optimization in Marketing Campaigns." International Journal of Business Analytics 4, no. 4 (October 2017): 1–20. http://dx.doi.org/10.4018/ijban.2017100101.
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In marketing one of the most common important tasks is to assign campaigns to sets of customers. These sets of customers, the target groups, consist of persons with similar properties, for example a high buying affinity for a certain product. Database marketers would not only assign a campaign by general economic or promotional consideration, but they take into account learning from databases by algorithms. The basic assumptions are already determined clusters to which campaigns, representing the products, should be assigned. The assignment can be done in the most optimal way by formal optimization, which is usually stochastic due to unknown campaign success in the future. The authors model the financial risk of the campaign success for enterprise practice. Their proposal is to use triangular distributions, known from financial and supply chain management applications. In an example, they demonstrate the benefits of the proposed procedure for the marketing task.
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Abraham, Abu, Joby M. Easow, Palanisamy Ravichandren, Salman Mushtaq, Linda Butterworth, and Jason Luty. "Effectiveness and confusion of the Time to Change anti-stigma campaign." Psychiatrist 34, no. 6 (June 2010): 230–33. http://dx.doi.org/10.1192/pb.bp.109.027052.
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Aims and methodSeveral national anti-stigma campaigns have been devised in the UK, including the current Time to Change campaign in England. Our aim was to assess whether the campaign promotional materials were likely to have any effect on public attitudes towards mental illness. Postcards, leaflets and bookmarks promoting the campaign were posted to 250 participants recruited from a representative panel of members of the public. Two weeks later a questionnaire was sent to assess the impact the campaign materials had.ResultsThe response rate was 78%. Only 23% of participants recognised the Time to Change logo after 2 weeks and only 20% correctly reported that one in four people were affected by mental health problems when presented with five alternative responses. Almost as many participants thought the campaign was promoting a British political party rather than discrimination against mental illness.Clinical implicationsA single exposure to Time to Change campaign materials is unlikely to be effective. The title of the campaign is likely to be confused with political campaigning in Britain.
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Arapi, Rajan. "CREATIVITY AS A SUCCESS FACTOR IN PROMOTIONAL ASPECT OF PRODUCTS IN PRODUCTION COMPANIES." CBU International Conference Proceedings 3 (September 19, 2015): 001–6. http://dx.doi.org/10.12955/cbup.v3.576.
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The creativity, as a general concept, is considered an activity which gives birth to something new that did not exist before. This topic can be affected also from the philosophical and physiological point of view. The psychology of creativity studies “Psychological Mechanism” from which stem the actions of creativity.In promotion terms there are different points of views that are considered to be an integral part of creativity in the field of product advertising. First, there are people who estimate if the promotion is creative whereas on the other side the effect only in cases where you succeeded to sell the product. Second, there are people who consider their creativity or design of the promotion as their originality artistic or esthetical value.What constitutes the creativity in one of the elements of the promotion is distinguishing and entertaining idea of being different from the others, but the creative message must be short and clear. Advertisements or promotional campaigns that are creative rarely fail to transmit their message to the public consumer. In this case, the entire team that is engaged in planning and developing the promotional campaign must balance their attitudes around the creative idea.This research presents the development of ideas and designs of creative promotional spaces for Kosovar companies in cases of the advertisement of their new and existing products in the market. The methodology of this research will be descriptive and comparative between a few manufacturing Kosovar companies.
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Close, Natalie. "Tradition vs. Pop Culture: Attracting Tourists with the Cool Japan Campaign." Mutual Images Journal, no. 5 (December 20, 2018): 31–48. http://dx.doi.org/10.32926/2018.5.clo.tradi.
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In 2008 the Japanese government set a goal of attracting 20 million foreign tourists by the Olympics in 2020. The country managed to achieve that goal by last year and has since revised their goal to 40 million tourists by 2020. A big part of the drive to increase tourist numbers has been the government led Cool Japan campaign. Attracting foreign tourists remains one of the mainstays of the Cool Japan campaign, as can be seen in the tourist-focused events and advertising witnessed overseas. One of the key aspects of the Cool Japan campaign has been to promote creative cultural industries, in particular businesses associated with anime, manga and gaming. This can be seen in such promotional activities as the closing ceremony for the Rio Olympics and the appointment of anime characters such as Doraemon, Atom Boy and Sailor Moon as ambassadors for Japan. However, the campaign has been accused of lacking focus as it tries to simultaneously promote aspects of both traditional and modern Japanese culture. This can be seen in the Japan National Tourism Organisation’s promotional campaigns featuring more traditional aspects of Japanese culture such as temples and festivals. In addition, there have been accusations that the Cool Japan campaign has done little to understand what foreign visitors are actually interested in and how best to promote the country. This paper investigates the success of the Cool Japan campaign and looks at the extent to which this fractured focus is actually attracting tourists. The research draws on data collected in Japan with those experiencing Japan as part of their vacation and interviews with tourists. The focus of this paper is on how the Cool Japan campaign influences potential tourists, and how effective the use of anime characters to promote Japan actually is.
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Judianto, Maria Laura Laurentine. "PERANCANGAN BRAND COMMUNICATION UNTUK BISNIS ETHEREAL BESERTA MEDIA PROMOSINYA." Jurnal VICIDI 11, no. 1 (June 30, 2021): 47–63. http://dx.doi.org/10.37715/vicidi.v11i1.1988.
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Ethereal is a brand that sells handmade soap with an environmentally friendly concept, which puts forward natural ingredients that are safe for the skin and the environment. The design of the brand campaign and its promotional media is made as a means to communicate the value and products offered and to increase Ethereal brand awareness to potential consumers. The method used is primary data collection through interviews with three experts and three extreme users and distribution of questionnaires to 100 people who are using handmade soap. Research is also supported by literature studies, books, journals and previous research as secondary data. The results of the design are in the form of a campaign strategy and the selection of promotional media used, in accordance with the input and suggestions obtained from the results of interview trials and questionnaires.
Keywords: Brand Campaign, Brand Awareness, Promotional Media, Environmentally Friendly, Handmade Soap
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Ryan Bengtsson, Linda, and Jessica Edlom. "Mapping Transmedia Marketing in the Music Industry: A Methodology." Media and Communication 9, no. 3 (August 5, 2021): 164–74. http://dx.doi.org/10.17645/mac.v9i3.4064.
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Over the last decade, the music industry has adapted its promotional strategy to take advantage of the fluid, contemporary, platform-based transmedia landscape. For researchers of contemporary culture, the multiplicity of promotional activities creates substantial methodological challenges. In this article, we present and discuss such methodological approaches using two studies of contemporary promotional music campaigns as illustrative cases. Inspired by digital and innovative methods and guided by the Association of Internet Researchers’ (AoIR’s) ethical guidelines, we developed two data collection strategies—reversed engineering and live capturing—and applied two analytical approaches—visual mapping and time-based layering. The first case study traced already staged music marketing campaigns across multiple online media platforms, and the second followed an online promotional campaign in real time for six months. Based on these case studies, we first argue for the importance of grounded manual capturing and coding in data collection, especially when working around data access limitations imposed by platforms. Second, we propose reversed engineering and live capturing as methods of capturing fragmented data, in contemporary promotional campaigns. Third, we suggest the visual mapping and time-based layering of data, enabling researchers to oscillate between qualitative and quantitative data. Finally, we argue that researchers must pool their experiences and resources regarding how to transcend platform limitations and question a lack of transparency while respecting ethical norms and guidelines. With these arguments, we assert the researcher’s necessary role in understanding and explaining the complex and hybrid contemporary promotional landscape and provide tools and strategies for further research.
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Friedman, Allison L., Allison Bozniak, Jessie Ford, Ashley Hill, Kristina Olson, Rebecca Ledsky, Derek Inokuchi, and Kathryn Brookmeyer. "Reaching Youth With Sexually Transmitted Disease Testing." Social Marketing Quarterly 20, no. 2 (April 28, 2014): 116–38. http://dx.doi.org/10.1177/1524500414530386.
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Nine programs were funded across eight states in the United States to customize, implement, and evaluate local campaigns in support of the national Get Yourself Tested ( GYT) campaign. Each program promoted chlamydia screening and treatment/referral to sexually active young women (aged 15–25 years) and their partners through accessible, free, or low-cost services. This article documents the strategies and outcomes of these local GYT campaigns, highlighting the diversity in which a national sexual health campaign is implemented at the local level and identifying challenges and successes. Nearly all ( n = 7) programs involved target audience members in campaign development/implementation. Youth were linked to free or low-cost sexually transmitted disease testing through community centers, high schools and colleges, community and clinic events; online or text-based ordering of test kits; and community pickup locations. Sites used a combination of traditional and new media, on-the-ground activities, promotional products, and educational and social events to promote testing. With the exception of one site, all sites reported increases in the number of persons tested for chlamydia during campaign implementation, compared to baseline. Increases ranged from 0.5% to 128%. Successes included development of local partnerships, infrastructure, and capacity; use of peer leaders and involvement; and opportunities to explore new innovations. Challenges included use of social media/new technologies, timing constraints, limited organizational and evaluation capacity, and unforeseen delays/setbacks. Each of these issues is explored, along with lessons learned, with intent to inform future sexual health promotion efforts.
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Acharya, Ram N., Paul M. Patterson, Esther P. Hill, Troy G. Schmitz, and Erica Bohm. "An Evaluation of the “TrEAT Yourself Well” Restaurant Nutrition Campaign." Health Education & Behavior 33, no. 3 (June 2006): 309–24. http://dx.doi.org/10.1177/1090198105284875.
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This study examined the effect of the “TrEAT Yourself Well” campaign on diners'menu choices using data from four restaurant chains in California. Within each chain, two locations in the greater San Diego area were selected as experimentalsites and either one or two locations outside the greater San Diego area were selected as control sites. Various promotional activities, including in-restaurant promotions, community events, and paid media advertising, were conducted in the experimental region to promote healthy menu entrées. The results show that the campaign was successful in reaching diners and had positive effects on their beliefs and attitudes toward healthy dining. The campaign directly increased the probability of a consumer purchasing a healthy menu item by 3.7% ( p = .05). By improving consumer attitudes toward healthy menu items, the campaign indirectly increased purchases of these items by 4.4%.
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Borowczyk, Margaret. "“In Our House We Speak Polish”." Heritage Language Journal 17, no. 2 (September 1, 2020): 179–201. http://dx.doi.org/10.46538/hlj.17.2.4.
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This study explores the ways the value of Polish is framed in a promotional campaign for Polish heritage language education (HLE), and how heteroglossia (Bakhtin, 1981) functions within campaign interviews to construct alternative visions for the future of Polish HLE. In communities where knowledge of the HL cannot easily be credentialed or monetized, and where increasing demographic diversity demands to be acknowledged, neoliberal and essentialist arguments for learning the HL often seem incomplete and insufficient. Counting Polish among these languages, I explore how advocates of Polish HLE frame the ways in which Polish can serve as a resource for heritage speakers, identify important absences in this discourse, and then discuss how centripetal and centrifugal discourses (Bakhtin, 1981) vie for primacy in their arguments. I conclude by critically examining the ideologies that contribute to this promotional strategy and suggest future avenues for promotion that move beyond pitches about the global economy and essentialist identity, by centering locality and hybridity
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Zenone, Marco, Paul Irving, Michelle Cianfrone, Leah Lockhart, Stefanie Costales, Kathryn Cruz, and Jamie Ignacio. "Increasing Awareness of a Provincial Mental Health Resource for Boys and Young Men 12 to 17 Years: Reflections From Foundry’s Province-Wide Campaign." Health Promotion Practice 21, no. 5 (March 5, 2020): 684–86. http://dx.doi.org/10.1177/1524839920910695.
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Foundry empowers youth and young adults aged 12 to 24 years to lead healthy lives through a province-wide network of centers and online resources in British Columbia, Canada. However, initial evaluation data gathered from Foundry centers have shown that boys and young men are half as likely to access Foundry compared to girls and young women. To address this need, we set out to understand why boys and young men aged 12 to 17 years aren’t accessing mental health supports and to develop a promotional campaign to connect them with the resources available through Foundry. A campaign concept called “Everything Is Fine” was chosen; the campaign depicts boys and young men trying to appear as if they are OK, even though their facial expressions clearly show they are holding back stress. The campaign concept was chosen through an iterative process of research and testing. Promotion materials were created for social media (Instagram, Snapchat) and school posters, which were distributed across British Columbia, Canada . Evaluation was conducted through social media analytics and google analytics. Pre- and postsurveys were also distributed to two school districts to assess recognition of Foundry. Approximately 160,000+ persons viewed the media on Instagram, while 170,000+ viewed on Snapchat. There was a 70% increase in website traffic compared with the 3 months prior (18,881 vs. 11,126). In the surveyed school districts, Foundry awareness increased by 10% and 15%. The lessons learned from our campaign were to prioritize research and to leverage media agency experience for large campaigns.
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Suryaputra, Liony, and Paulina Tjandrawibawa. "PERANCANGAN BRAND CAMPAIGN DAN MEDIA PROMOSI UNTUK MENINGKATKAN AWARENESS VALUE BRAND ONY POTTERY." Jurnal VICIDI 11, no. 1 (June 30, 2021): 41–47. http://dx.doi.org/10.37715/vicidi.v11i1.1987.
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This study aims to introduce Ony Pottery to consumers with a brand campaign and the use of social media as a promotional media. Ony Pottery is a ceramic brand based in Surabaya. The research method used in this research is descriptive qualitative. The subjects of this study were consumers and followers of Ony Pottery on social media. The use of social media as a promotional medium is the right thing in this Covid19 pandemic. Ony Pottery's brand value is still conveyed to consumers through social media. Modernism is a design style raised by Ony Pottery in terms of products, social media to promotional strategies. It is hoped that by using the increased awareness, the public will get to know the ceramic brand Ony Pottery.
Keywords: Authentic, Selfmade, Clay, Pottery, Brand Campaign
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JIANG, YUANCHUN, and YEZHENG LIU. "OPTIMIZATION OF ONLINE PROMOTION: A PROFIT-MAXIMIZING MODEL INTEGRATING PRICE DISCOUNT AND PRODUCT RECOMMENDATION." International Journal of Information Technology & Decision Making 11, no. 05 (September 2012): 961–82. http://dx.doi.org/10.1142/s0219622012500289.
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Price promotion and product recommendation are important tactics to gain market share in the e-commerce context. To increase sales and enhance promotion profits, practitioners often recommend non-discounted products in the promotional campaign for a product. However, no analytical model is hitherto available to jointly optimize the price discount for the promoted product and the product portfolio to recommend. This paper provides a probability model to complete the task. The proposed model motivates customers through an attractive price discount for the promoted product, while simultaneously encouraging customers to purchase the non-discounted products through the recommendation system. The numerical studies show that the proposed method attains higher profits than do conventional methods. Finally, we offer managerial insights and provide useful guidelines to help e-tailers to make the most profitable online promotional decisions.
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Apriliandini, Venny, and Annaria Magdalena M. "Analisa Efisiensi Biaya promosi Dalam Meningkatkan Volume Penjualan Pada PT . PDAM Tirta Pakuan Bogor." Jurnal Ilmiah Akuntansi Kesatuan 4, no. 2 (July 27, 2018): 106–11. http://dx.doi.org/10.37641/jiakes.v4i2.94.
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Promotion is an activity conducted by the company with the aim to inform, persuade, and affect consumers in choosing or buying a product offered by the company. With cost efficiency promotion budgeted by several companies proved in significant sales volume reduced or in other words, sales volumes remained stable. Thus, the expected income will be optimal. Therefore, it is important to support the cost of promotional sales, and at the same time keep the efficiency of budgetary expenditures or budget these costs to keep sales and income increased. The purpose of this study was to analyze the cost efficiency of the campaign carried out by the PDAM to improve or stabilize sales volume. So that management can have a view of realization and evaluation costs promotion sales volume. The research results showed that PDAM Tirta Pakuan are to improve efficiency in its promotional activities. This is indicated in the year 2013, PDAM realization promotional costs lower than its promotional budget. But volume sales in 2013 PDAM did not experience a significant decrease in sales volume, thus can be said sales volume in 2013 remained stable as in previous years. Evaluation results from these studies show that the efficiency of the cost of promotion does not significantly affect the sales volume into decreasing. By applying the cost efficiency of volume sales promotion, we can conclude that PDAM remain stable, and PDAM is spending lower costs for promotional activities. Therefor, profits or advantages from the company will increase compared to the previous year.
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Troise, Ciro. "Marketing Strategies in Equity Crowdfunding: A Comparative Study of Italian Platforms." International Journal of Marketing Studies 11, no. 4 (September 29, 2019): 16. http://dx.doi.org/10.5539/ijms.v11n4p16.
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This paper explores equity crowdfunding platforms from a marketing perspective. The present exploratory study attempts to make a double contribution to the current literature on equity crowdfunding. Firstly, it analyzes the marketing strategies of the platforms by focusing on the well-known 4Ps marketing mix framework, i.e. product, price, promotion and placement. Each dimension presents three types of categories. Second, the study investigates the marketing strategies of both large platforms and small platforms, then the differences between these two types of platforms are examined in terms of campaigns’ outcomes, i.e. funding collected (in %), funding amount (in €) and number of investors. Platforms adopt a standardization strategy for pricing and placement, while a differentiation strategy is mainly adopted for promotion and products. Large platforms offer a wider range of services (in particular ongoing campaign services and post-campaign services) and promotional activities (in particular leverage many communication channels). The analyses disclose significant statistically differences between these two types of platforms. Projects posted on large platforms are more likely to get higher campaigns’ outcomes. In literature, little is known about marketing strategies in equity crowdfunding platforms, thus this study tries to fill this gap. The paper is the first to analyze the 4Ps of platforms and to conduct a comparative empirical study to determine the differences of campaigns’ outcomes between large and small platforms. The Italian context represents a significant case of developed country in theme of equity crowdfunding. The results are useful for platform managers, entrepreneurs, investors and authorities.
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Petersen, K., A. Herman, L. Sturm, K. Crossno, and C. Friedman. "“Washed Up and Proud of It”: Hand Hygiene Promotional Campaign." American Journal of Infection Control 35, no. 5 (June 2007): E141—E142. http://dx.doi.org/10.1016/j.ajic.2007.04.252.
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Charest, Émilie, Marie-Hélène Gagné, and Julie Goulet. "Development and pretest of key visual imagery in a campaign for the prevention of child maltreatment." Global Health Promotion 26, no. 3 (August 23, 2017): 23–31. http://dx.doi.org/10.1177/1757975917716924.
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Introduction: This article discusses the development and pretesting of key visual imagery in a promotional campaign developed in Quebec, Canada. This campaign is the media-based component of a broader prevention strategy involving the use of the Triple P program (Sanders, 1999). Objectives: The purpose was to pretest with parents the preliminary version of a poster that uses the campaign’s key visual imagery prior to final production. Method: In total, 26 parents from the regions of Quebec City and Montreal participated in four focus groups. Results: Two general themes emerged from the focus groups: (i) emotions and reactions arising from the key visual imagery; and (ii) comprehension of the message being conveyed. Conclusion: Based on this information, recommendations were made to the marketing agency, which then modified the campaign’s key visual imagery and proposed a final layout.
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D Santy, R., and D. D Anwar. "Web Series as Digital Brand." International Journal of Research and Applied Technology 1, no. 2 (December 2, 2021): 31–36. http://dx.doi.org/10.34010/injuratech.v1i2.5910.
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The purpose of this research is to explain the role of the Web Series in discussing and delivering messages to audiences about the "value" of the product, where the web series published on digital media such as Youtube that becomes the attractive promotional strategies for the consumers. This research used a qualitative method with a descriptive approach that explains the promotion strategy and brand engagement through the web series that became a new content marketing campaign. The results of this study are the increased proximity between customers and brand as well as the increased understanding brand which leads to brand awareness because attractive promotional strategies can attract the attention of consumers. The use of web series to build engagement with customers also has its own added value, where the web series can also be used as a product campaign such as Ax Indonesia, which released a Web Series Axelerate the series: Kostan AX/3 that is in conjunction with the launch of their new product, Pomade, and Facial Wash. This study concludes that the approach to consumers must be adjusted to the characteristics of consumers themselves so that messages can be conveyed more effectively and on target.
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Morris, Louis A., and Joseph P. Griffin. "The Evolving Role of FDA in Prescription Drug Promotion." Journal of Drug Issues 22, no. 2 (April 1992): 245–56. http://dx.doi.org/10.1177/002204269202200205.
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This article reviews the contemporary rise of pharmaceutical promotion and FDA's current regulatory policies. Four trends are identified that have spurred a vast increase in the amount and diversification of promotional messages and methods (i.e., evolving technology, new audiences, more sophisticated marketing strategies, and increasingly competitive environments). FDA's surveillance and enforcement activities are discussed. A case history regarding Syntex's promotion of Naprosyn and FDA's reaction is discussed to illustrate how the industry may use a coordinated marketing campaign to violatively promote its products and how FDA enforces the drug advertising law and regulations.
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Li, Van Kevin, Patricia Alexandria Ongpauco, and Janine Therese Rubante. "The Impact of Viral Marketing Collateral on Brand Image: “#KwentongJollibee” Advertisement." Journal of Business and Management Studies 4, no. 1 (March 13, 2022): 264–72. http://dx.doi.org/10.32996/jbms.2022.4.1.28.
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Viral marketing is one of the essential strategies of businesses during promotional campaigns. Many companies have successfully used viral marketing as a profitable and effective marketing strategy. However, information regarding factors and elements that impact viral marketing remains unclear and how this viral marketing campaign influences customer perception. Drawing from Porter’s theory of competitive advantage and the Associative learning theory, this paper seeks to investigate the effect of the viral marketing campaign on customer perception and examine the impact of the factors and elements on viral marketing collateral utilized in advertising a company's product offerings by using a descriptive and correlational paradigm. From the digitally conducted questionnaire with 385 respondents, the results show that viral marketing collateral and its several elements and factors are significant in fortifying a company's brand image, thus positively impacting customer perception.
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Destanul Aulia and Sri Fajar Ayu. "MEDIA PROMOSI PERILAKU HIDUP BERSIH DAN SEHAT (PHBS) DI KAWASAN WISATA DANAU TOBA." ABDIMAS TALENTA: Jurnal Pengabdian Kepada Masyarakat 3, no. 1 (July 9, 2018): 68–71. http://dx.doi.org/10.32734/abdimastalenta.v3i1.2350.
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Human resources in Lake Toba should be built along with the attention and development of natural tourism potential of Lake Toba, that has been given by the government. One of the steps is through education about clean and healthy behavior. This education can be done through the promotion of clean and healthy life behavior for the people of Lake Toba, both in physical and non-physical form. This program is aimed at promoting clean and healthy living behavior (PHBS) through PHBS promotional media created by involving local potency in Lake Toba by use a community figure, institution / institution like Alusi Tao Toba. The method of implementation of this program is to create a media promotion of PHBS by involving local potential and discussion lecture method for training activities of public figures and institutions about PHBS by using media campaign that has been made. The result of the implementation of this activity is the existence of simple and interesting PHBS manual and given to Alusi Tao Toba. In addition, PHBS promotional videos and PHBS banners for PHBS promotional media have been established in Lake Toba area through a partnership.
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Lau, Li Lin, Farzana Quoquab, and Abu Bakar Abdul Hamid. "Malaysian AIDS Council: The “PutItOn” Campaign." Asian Case Research Journal 23, no. 01 (June 2019): 1–37. http://dx.doi.org/10.1142/s0218927519500019.
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This case illustrates the issues pertaining to the “PutItOn” campaign promotion launched by the Malaysian AIDS Council (MAC). This case primarily discusses the social marketing challenges encountered by MAC with the task to promote intervention programs on condom use and women’s safe sex practices to influence social change. However, promoting condom use is regarded as taboo and is not allowed to be mentioned in Malaysian mainstream mass media because of restrictions by the Communications and Multimedia Act. The government also cannot openly advocate condom use because of sociocultural sensitivity. In addition, some people might misinterpret promoting condom use as encouraging promiscuity. On the other hand, official statistics show that new HIV cases have shifted the trend from men to women in recent years, and the major factor for women infected by HIV was through sexual transmission. Dr. Suzi, communication manager of MAC, is in charge of the “PutItOn” campaign. She faced difficulty in increasing awareness among women about the campaign with the consideration of social and cultural issues. The campaign was launched in December 2014, but not many people seemed aware of this campaign after four months of its launch. The chairman of MAF, Dr. Roselina, advised her to come up with an effective promotional strategy for the “PutItOn” campaign by April. Dr. Suzi had only one month to devise a plan to solve the problem; otherwise, MAC has to close the campaign. Dr. Suzi was worried about the sociocultural pressure to promote the “PutItOn” campaign.
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Maimunah, Maimunah, Lusyani Sunarya, and Nina Larasati. "MEDIA COMPANY PROFILE SEBAGAI SARANA PENUNJANG INFORMASI DAN PROMOSI." CCIT Journal 5, no. 3 (May 10, 2012): 281–301. http://dx.doi.org/10.33050/ccit.v5i3.155.
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Currently, developments in information technology world and promoting media is growingrapidly, it is marked by numerous public needs that information. Types of supporting media campaign that is currently very varied, it was the demands of the promotional strategy developed by the company to achieve profit for the success of a company. Promotion is one determinant of the success of a marketing program within a company. Currently, media promotions such as anything that can provide information to the public or business entity that can communicate PT. Multi-Technology Innovation is good and interesting, to the audience so that the resulting information can be added value, sales value and whether it the name of the company, as one alternative to solving the problem, it needs a media campaign design an effective form of company profile, attract the attention of all consumers and for entrepreneurs to cooperate. The company profile you want to create it covers all the company’s assets include: History Company, Vision and Mission of the Company, Electronic Telephone Billing, Product Excellence, Regional Marketing, business models, corporate activities such as production, participation in exhibitions, collaborative activities withbusiness associates and others.
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Chen, Steven, Sunil Thomas, and Chiranjeev Kohli. "What Really Makes a Promotional Campaign Succeed on a Crowdfunding Platform?" Journal of Advertising Research 56, no. 1 (February 12, 2016): 81–94. http://dx.doi.org/10.2501/jar-2016-002.
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Ahmed, Shabbir, Afida Mohamad Ali, Shameem Rafik-Galea, Afiza Mohamad Ali, and Nor Afiah Mohd Zulkefli. "Construction, Identification, and Evaluation of Dengue Promotional Campaign Posters in a Language Classroom." International Education Studies 12, no. 12 (November 29, 2019): 150. http://dx.doi.org/10.5539/ies.v12n12p150.
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Health promotional campaign as the practice of encouraging people to improve health has increased over the last decades in response to various health problems. This paper highlights strategies used by students to develop persuasive promotional campaign posters regarding the dengue health problem. Communication and media studies students were involved to show the combined results between the knowledge of health communication and the effective use of media in constructing an effective and persuasive health messages. A total of 56 students from two cohorts, i.e. twenty-five master’s students and thirty-one undergraduates were selected. Kurt Lewin’s model of action research was used to set the tasks: campaign objectives, information on dengue, themes/slogans to write the posters either by drawing or designing using a computer. The students were divided into groups where each group was monitored to record, check and evaluate their message writing performances. This study uses the Health Message Review Tool for data analysis which is grounded in the theories of Extended Parallel Process Model and Persuasion Hierarchy Effect. The findings revealed that the participants were able to construct, identify and evaluate major multi modal features in the dengue posters and persuasive elements which included: verbal texts, images, colours, graphic designs, metaphors, 1-sided and 2-sided message, firm conclusion and frames with more effective appeals. It was concluded that similar strategies may well be used in producing other campaign materials such as brochures, pamphlets, and billboards. The linguistic and pedagogic implications are also discussed at the end.
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Razi, Muhammad, J. Michael Tarn, and Alhassan G. Mumuni. "Effectiveness of incentivized social media campaigns for a Fortune 500 company’s brand." American Journal of Business 34, no. 1 (April 9, 2019): 37–56. http://dx.doi.org/10.1108/ajb-07-2017-0019.
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Purpose The purpose of this paper is to determine how best to build online advocates for a food company’s brand based on data available from the brand’s Facebook pages. Specific research objectives are to study examine whether incentivizing actions such as “liking,” sharing or commenting on a brand’s Facebook impacts the brand community’s sentiment and engagement with the brand, and whether such engagement is different for different actions (e.g. liking vs sharing). Design/methodology/approach To achieve the objectives of this research, sentiment analysis is performed on Facebook insight data from a Fortune 500 company, consisting of fans’ comments, shares and “likes” for promotional and fan posts pertaining to one of its brands. Paired samples t-tests are performed to assess differences in sentiment and engagement before and after each promotional post. Findings The results do not support a strong impact of promotional posts on overall sentiment. However, there is evidence in support of a positive impact of the campaigns on overall wall-level engagement with the brand. Moreover, the levels of engagement are not the same for all promotional posts. Rather, some posts resulted in much higher engagement levels than others, suggesting that not all incentivized campaigns are created equal. Research limitations/implications The study used the data from only one of company’s many brands. Therefore, similar studies on other brands are warranted. Practical implications Social networking sites are increasing in numbers, and more and more businesses are embracing social networks and/or blogs as part of their marketing platforms. Many companies offer coupons and incentives on social media to entice customers to engage with their social media platforms as well as buy products. The study results provide valuable insight into the effectiveness of different kinds of social media promotional campaigns, and can help managers decide which campaigns to implement to achieve specific objectives. Originality/value This research adds to the literature in two ways. First, it contributes to the limited literature on the effectiveness of incentivized social media campaign. Second, it contributes to the social media analytics literature by demonstrating how sentiment analysis can be used along with other statistical procedures to make sense of qualitative social media data.
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Rasminto, Hendri, and Danang Danang. "IMPLEMENTASI WEBSITE SEBAGAI MEDIA PROMOSI DAN INFORMASI PADA MAX Team OUTBOUND TRAINING UNTUK MEMUDAHKAN DAN MENINGKATKAN DAYA TARIK PELANGGAN." JURNAL TEKNOLOGI INFORMASI DAN KOMUNIKASI 9, no. 2 (August 17, 2018): 25–36. http://dx.doi.org/10.51903/jtikp.v9i2.155.
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Abstract The development of computer and internet science has covered the world community today. including companies and agencies around the world have internet facilities and websites as a form of promotion to the public. Likewise with MAX team Outbound Training Semarang, which continues to strive for improvement in its promotion program. To be able to provide convenience in promotional activities on MAX team requires a media campaign that is fast and can be accessed by the wider community. In this study concluded that the ease of accessing the website is very good, namely 81.67%. In addition, the attractiveness of consumers in accessing products online is also getting better, reaching 78.9%.
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Wittock, Nathalie. "Sales Promotion Techniques and VAT." EC Tax Review 27, Issue 3 (May 1, 2018): 127–38. http://dx.doi.org/10.54648/ecta2018014.
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Sales promotion is often a key component within a company’s promotional campaign. Sales promotion consists of the use of a number of sales promotion techniques (SPTs). Although the use of SPTs is common practice, the VAT treatment and consequences of the use of SPTs are uncertain, wherefore this often gives rise to a VAT cost. The article contents how the use of SPTs can be brought (more) in accordance with the principle of neutrality, based on which the VAT should in principle not bear on businesses, but on final consumers only. The article thereby mainly focusses on SPTs whereby a sales promoter himself offers a benefit to a customer as a SPT.
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E, Erjiang, Geng Peng, Xin Tian, and Qinghong Chen. "Online Cooperative Promotion and Cost Sharing Policy under Supply Chain Competition." Mathematical Problems in Engineering 2016 (2016): 1–11. http://dx.doi.org/10.1155/2016/3619597.
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This paper studies online cooperative promotion and cost sharing decisions in competing supply chains. We consider a model of one B2C e-commerce platform and two supply chains each consisting of a supplier and an online retailer. The problem is studied using a multistage game. Firstly, the e-commerce platform carries out the cooperative promotion and sets the magnitude of markdown (the value of e-coupon). Secondly, each retailer and his supplier determine the fraction of promotional cost sharing when they have different bargaining power. Lastly, the retailers decide whether to participate in the cooperative promotion campaign. We show that the retailers are likely to participate in the promotion if consumers become more price-sensitive. However, it does not imply that the retailers can benefit from the price promotion; the promotion decision game resembles the classical prisoner’s dilemma game. The retailers and suppliers can benefit from the cooperative promotion by designing an appropriate cost sharing contract. For a supply chain, the bargaining power between supplier and retailer, consumer price sensitivity, and competition intensity affect the fraction of the promotional cost sharing. We also find that equilibrium value of e-coupon set by the e-commerce platform is not optimal for all the parties.
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Fauteux, Brian. "Reflections of the Cosmopolitan City: Mapping Arcade Fire'sReflektorand its Intermedia Promotional Campaign." Journal of Popular Music Studies 27, no. 1 (March 2015): 48–68. http://dx.doi.org/10.1111/jpms.12110.
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Adelson, Pamela, Les Irwig, and Deborah Turnbull. "Evaluating the impact of a promotional campaign for screening mammography: who attends?" Australian Journal of Public Health 16, no. 1 (February 12, 2010): 66–71. http://dx.doi.org/10.1111/j.1753-6405.1992.tb00027.x.
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