MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY

OpenAIRE

Serban Corina

2010-01-01

The development of the Internet as a medium for interaction with customers has resulted in many changes regarding the promotion of organizations. Online marketing is nowadays used not only to sell a product on the market, but also requires ideas and behavioral change. Non-profit organizations active in online communication are based on the quality of their provided information. Crediblity, attractiveness and usefullness are the key elements that provide effective online social programs. This ...

Transformation of Traditional Marketing Communications in to Paradigms of Social Media Networking

OpenAIRE

Nair, T. R. Gopalakrishnan; Subramaniam, Kumarashvari

2012-01-01

Effective Communication for marketing is a vital field in business organizations, which is used to convey the details about their products and services to the market segments and subsequently to build long lasting customer relationships. This paper focuses on an emerging component of the integrated marketing communication, ie. social media networking, as it is increasingly becoming the trend. In 21st century, the marketing communication platforms show a tendency to shift towards innovative te...

Marketing Communication Strategy Through Social Media to Increase Children Book Sales

OpenAIRE

Wardaya, Marina

2016-01-01

The purpose of this research was to determine the marketing communication strategy of children's books through social media in increasing sales. Qualitative research methods with the interpretive paradigm and the phenomenological approach were used in this research. The focus of this research was to observe about the children's books marketing communication strategy using social media, for instance with Facebook and Twitter to attract consumer’s interest in order to increase children's books ...

Marketing Communication Strategy Through Social Media To Increase Children Book Sales

Directory of Open Access Journals (Sweden)

Marina Wardaya

2016-09-01

Full Text Available The purpose of this research was to determine the marketing communication strategy of children's books through social media in increasing sales. Qualitative research methods with the interpretive paradigm and the phenomenological approach were used in this research. The focus of this research was to observe about the children's books marketing communication strategy using social media, for instance with Facebook and Twitter to attract consumer’s interest in order to increase children's books sales. The results of this study show that the children's book marketing communication strategies in publisher’s social media are fully and interactively utilized, as seen from the various activities posted on Facebook and Twitter. As well as the positive response from consumers who show their interest and desire to buy books offered or follow the event being held in order to increase sales.

Social Media, Traditional Media and Marketing Communication of Public Relations

DEFF Research Database (Denmark)

Khajeheian, Datis; Mirahmadi, Fereshteh

2015-01-01

Public relations are undertaking more important role in the marketing communication and advertising. The present paper reports a survey conducted in three Iranian banks’ public relations departments to understand how they use different media in their marketing communications and other related...... functions. A classification of public relations functions including fourteen functions in three categories has taken as research framework and by using a questionnaire, eight media have been asked to rank for each function, includes Television, Radio, Newspaper, Magazine, Classified Ads, Internet Websites......, Social media and finally Mobile and SMS ads. Findings show that traditional media still play a dominant role in media consumption of public relations, while new Web2.0 media consist of Mobile communications and Social networks, have never ranked better than fifth from eight. Some reasons have been argues...

Social Responsibility in Advertising: A Marketing Communications Student Perspective

Science.gov (United States)

Kendrick, Alice; Fullerton, Jami A.; Kim, Yeo Jung

2013-01-01

Although advertising has played a key role in bringing corporate social responsibility (CSR) to the public agenda on behalf of agency clients, little effort has been made to define what social responsibility means in advertising. A national survey of 1,045 advertising and marketing communications students from 176 colleges and universities were…

The effect of social media marketing, on brand marketing and communication strategy: the case of Visit Denmark.

OpenAIRE

Zhang, Lingling

2015-01-01

Abstract Objective: This thesis seeks to provide insight into the integration of social media marketing communications and brand strategy from the perspective of the destination marketing organization. Method: Qualitative case study methodology generated understanding of the approach to DMOs’ marketing. Interview allows exploration of how online marketing strategies with the practice of social media used in destination branding processes and content analysis to analyze audience engagement to ...

CONSUMER OPINIONS TOWARDS ONLINE MARKETING COMMUNICATION AND ADVERTISING ON SOCIAL NETWORKS

Directory of Open Access Journals (Sweden)

GHEORGHE ORZAN

2012-05-01

Full Text Available On the Internet, a medium that has already proven its effectiveness in marketing activities, changes take place with astonishing speed. The recent explosion of social networking applications and their number of users has captured the marketers’ attention. Companies have started to rethink their relationships with consumers and adapt to the new online world. In this virtual world of social networks the public is the key element. Consumers perceive the social network as a personal space where they control the content. They decide on their own what they want to see and share with others. Thus, in order to manage marketing communications effectively, marketers must know the consumers’ opinions towards their presence in social networks.

The Effectiveness of Social Media as a Marketing Communication Tactic : Case Gina Tricot Ltd

OpenAIRE

Kallio, Kira

2015-01-01

The aim of this thesis was to discover whether social media is an effective marketing communication tactic for Gina Tricot or not. The objective was to find out how customers experience Gina Tricot’s marketing and social media activities and whether social media accounts are able to serve customers as aimed. The case company Gina Tricot is presented in the introduction chapter. The theoretical study focuses on social media marketing and on the transition from traditional outbound marketing to...

Social Media Marketing

DEFF Research Database (Denmark)

Hollensen, Svend; Raman, Anthony

2014-01-01

Social media marketing can be understood as a group of Internet-based applications that build on the foundations of Web 2.0 and that then allows the creation and exchange of ‘User Generated Content’. In the ‘Bowling’ marketing world, marketers target certain customer groups and send out...... this is a very direct one-way communication approach. In a social media marketing world, the bowling metaphor does not fit anymore. On this arena marketing can be better described as playing “Pinball”: Companies serve up a “marketing ball” (brands and brand-building messages) into a dynamic and chaotic market...... environment. The “marketing ball” is then diverted and often accelerated by social media “bumpers”, which change the ball’s course in chaotic ways. Occasionally, the marketing ball will come back to the company. At this point, the firm (brand) has to use the flippers to interact and throw it back...

[Social marketing and public health].

Science.gov (United States)

Arcaro, P; Mannocci, A; Saulle, R; Miccoli, S; Marzuillo, C; La Torre, G

2013-01-01

Social marketing uses the principles and techniques of commercial marketing by applying them to the complex social context in order to promote changes (cognitive; of action; behavioral; of values) among the target population in the public interest. The advent of Internet has radically modified the communication process, and this transformation also involved medical-scientific communication. Medical journals, health organizations, scientific societies and patient groups are increasing the use of the web and of many social networks (Twitter, Facebook, Google, YouTube) as channels to release scientific information to doctors and patients quickly. In recent years, even Healthcare in Italy reported a considerable application of the methods and techniques of social marketing, above all for health prevention and promotion. Recently the association for health promotion "Social marketing and health communication" has been established to promote an active dialogue between professionals of social marketing and public health communication, as well as among professionals in the field of communication of the companies involved in the "health sector". In the field of prevention and health promotion it is necessary to underline the theme of the growing distrust in vaccination practices. Despite the irrefutable evidence of the efficacy and safety of vaccines, the social-cultural transformation together with the overcoming of compulsory vaccination and the use of noninstitutional information sources, have generated confusion among citizens that tend to perceive compulsory vaccinations as needed and safe, whereas recommended vaccinations as less important. Moreover, citizens scarcely perceive the risk of disease related to the effectiveness of vaccines. Implementing communication strategies, argumentative and persuasive, borrowed from social marketing, also for the promotion of vaccines is a priority of the health system. A typical example of the application of social marketing, as

A critique of social marketing in the non-profit development sector

Directory of Open Access Journals (Sweden)

L.M. Fourie

2009-07-01

Full Text Available In its struggle to find funding, non-profit organisations world-wide are increasingly using social marketing strategies. This approach potentially influences non governmental organisations (NGOs and community based organisations (CBOs in their communication with their “clients”, i.e. those persons and com-munities in need of development. Marketing strategies con-sequently become instruments in achieving social development, with as main premise that behaviour could be changed by means of persuasive, top-down communication. Social marketing, with its roots in marketing, has a strong focus on persuasion and favours top-down communication rather than dialogical communication strategies suggested by the par-ticipatory development communication approach. It is also questionable whether social marketing can be equated with the principles of a Biblically informed approach to communication. With these questions in mind, this article discusses Biblical views on communication and the participatory development communication approach. A critique of the social marketing approach is then offered. It is argued here that there is no clear-cut answer as to whether social marketing could be described as participatory. What is clear is that there are many different views on social marketing, as is the case with participatory approaches. It would thus seem more correct to place social marketing on a participation continuum, rather than to define it as being participatory and thus per definition ethical or not. Finally, a number of suggestions are made which could bring it more in line with the participatory communication approach as well as Biblical principles on com-munication.

Social Mobile Marketing: Evolution of Communication Strategies in the Web 2.0 Era

Directory of Open Access Journals (Sweden)

Stefano Franco

2014-07-01

Full Text Available Increasingly faster communicational streams - that ease interactions and allow agents to considerably enhance their own informational assets - characterize the era in which we live. The research about new media, mobile and social technologies is the driver of this changes that implements a revolution of the content management, of the information accessibility and of the relationships interactivity. These characteristics don’t leave the agents unresponsive and it is interesting and fitting to understand the tools available to firms and institutions and the communicational and marketing policies that organizations put to use to achieve their goals. In this context we want to find strategic and operational models to support organizations decisions about markets and territories. The purpose of this article is to understand how small organizations can utilize networks that characterize new trends in marketing. We conclude by providing some thoughts on the future evolution of the research in this field also with reference to the smart city that can exploit social mobile marketing for promotion of the territory and social participation.I

Marketing communication through fashion blog

OpenAIRE

Drozdová, Natália

2017-01-01

The bachelor thesis studies the usage of fashion blogs in the marketing communication. It brings the view of the fact how fashion blogs are perceived by their readers and how readers are influenced by fashion blogs. The theoretical part of the thesis describes marketing communication, communication process, communication mix and online marketing. It is followed by characteristics of blogs and social networks. The practical part is dealt with the description of how my own fashion blog works an...

Like, comment, share and all that jazz : social media as communication and marketing tool case: Social media marketing approaches used by MaiJazz music festival

OpenAIRE

Tanaskovic, Nenad

2014-01-01

Master's thesis in International hotel and tourism management Social networks have become an integral part of everyday life for many. With an increasing number of companies using social media to communicate and build relationships with their customers, social media might be considered as the newest element of the marketing mix. The thesis’ objective is to explore the use of social media communication tools used by the jazz music festival, MaiJazz, in Stavanger, to define key...

Church-based social marketing to motivate older adults to take balance classes for fall prevention: cluster randomized controlled trial.

Science.gov (United States)

DiGuiseppi, Carolyn G; Thoreson, Sallie R; Clark, Lauren; Goss, Cynthia W; Marosits, Mark J; Currie, Dustin W; Lezotte, Dennis C

2014-10-01

Determine whether a church-based social marketing program increases older adults' participation in balance classes for fall prevention. In 2009-10, 51 churches (7101 total members aged ≥ 60) in Colorado, U.S.A. were randomized to receive no intervention or a social marketing program. The program highlighted benefits of class participation (staying independent, building relationships), reduced potential barriers (providing convenient, subsidized classes), and communicated marketing messages through church leaders, trained "messengers," printed materials and church-based communication channels. Between-group differences in balance class enrollment and marketing message recall among congregants were compared using Wilcoxon Two-Sample Test and regression models. Compared to 25 control churches, 26 churches receiving the social marketing program had a higher median proportion (9.8% vs. 0.3%; psocial marketing effectively disseminated messages about preventing falls through balance classes and, by emphasizing benefits and reducing barriers and costs of participation, successfully motivated older adults to enroll in the classes. Copyright © 2014 Elsevier Inc. All rights reserved.

Problems and challenges in social marketing.

Science.gov (United States)

Bloom, P N; Novelli, W D

1981-01-01

This article reviews the problems that arise when general marketing principles are applied to social programs. Social marketing is conceptualized as the design, implementation, and control of programs seeking to increase the acceptability of a social ideal or practice in a target group. These problems can occur in 8 basic decision-making areas: market analysis, market segmentation, product strategy development, pricing strategy development, channel strategy development, communications strategy development, organizational design and planning, and evaluation. Social marketers find that they have less good secondary data about their consumers, more problems obtaining valid and reliable measures of relevant variables, more difficulty sorting out the relative influence of determinants of consumer behavior, and more problems getting consumer research funded than marketers in the commercial sector. They tend to have less flexibility in shaping their products and more difficulty formulating product concepts. Problems associated with establishing, utilizing, and controlling distribution channels comprise another major difference between social and more conventional forms of marketing. Social marketers also find that their communications options are somewhat limited as a result of problems associated with use of paid advertisements, pressures not to use certain types of appeals in their messages, and the need to communicate large amounts of information in their messages. Moreover, social marketers must function in organizations where marketing activities are poorly understood, underappreciated, and inappropriately located. Finally, they face problems trying to define effectiveness measures or estimating the contribution their program has made toward the achievement of certain objectives. If all these problems are anticipated and handled creatively, social marketing efforts can succeed.

Unsolicited Communication in Social Media

DEFF Research Database (Denmark)

Trzaskowski, Jan

2014-01-01

This article discusses whether commercial communication in social media is covered by the European opt in-model concerning unsolicited electronic mail for direct marketing purposes found in the directive on privacy and electronic communications (2002/58). It is concluded that messages in social...... the consumer ombudsmen questioned inter alia whether unsolicited commercial communications sent to users’ news feeds should be considered electronic mail or other un-solicited communications for the purposes of direct marketing. This and other related questions are dealt with in this article....... found in the distance selling directive (1997/7). Now, the use of electronic mail for direct marketing purposes in social media must be assessed in accordance with the full harmonisation in the unfair commercial practices directive (2005/29). This directive does not contain a ban on »unsolicited...

A Concept of Location-Based Social Network Marketing

DEFF Research Database (Denmark)

Tussyadiah, Iis

2012-01-01

A stimulus-response model of location-based social network marketing is conceptualized based on an exploratory investigation. Location-based social network applications are capable of generating marketing stimuli from merchant, competition-based, and connection-based rewards resulted from relevance...... and connectivity. Depending on consumption situations, consumer characteristics, and social network structure, these rewards lead to actual behavior that manifests in variety behavior (i.e., patronage to new places) and loyalty behavior (i.e., increased frequency of patronage to familiar places). This behavior...... implies changes in patterns of mobility, making this marketing approach particularly relevant for tourism and hospitality businesses. Managerial implications and recommendations for further studies are provided....

The overmarketing of social marketing.

Science.gov (United States)

Gumucio-dagron, A

1991-01-01

The author considers social marketing to be a communication approach which fundamentally strengthens and empowers recipient communities, creating communicators from once passive receptors of information. Social marketing is, however, an American creation marketed by American development communicators, conflicting in many ways with the practices, objectives, and ideologies of communication counterparts in Latin America. Development communicators in the 3rd world are fundamentally concerned with audience education, not product marketing to an audience. The 2 approaches are, therefore, often considered to be as incompatible as oil mixed with water. Method objectives and processes are compared and contrasted in the text. the author sees merit in the American approach, yet also stresses the need to not disregard the positive experiences and achievements of development communication in Latin America. They, too, are valid and valuable, and may be used to positive ends in other settings once efforts are made to overcome language and ideological barriers. U.S. and Latin American development communicators are urged to exchange experiences and learn more about each other's practice and theory.

PUBLIC RELATION BASED MODEL OF INTEGRATED MARKETING COMMUNICATIONS

Directory of Open Access Journals (Sweden)

Ljupka Naumovska

2016-12-01

Full Text Available The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing communications – advertising, is losing its power for effective communications; customers are becoming over-advertised and resistant to traditional advertising stimuli. Advertising, as one-way communication mass media tool is no longer effective as previously, hence can no longer fulfill the role of leading marketing mix tool. Therefore, the necessity for altering the structure of the traditional marketing communication mix elements, emphasizing the role of other elements but advertising, with more personalized and interactive functions. One method for improvement of marketing communication’s mix efficiency is by reallocation the leading role of advertising with public relations. The practice of public relations tools can ensure higher level of transparency in internal and external organizational communications and thus can certify more effective marketing communication. The theoretical research is supported with qualitative research of business segment by conducting a detailed interview for the marketing communication practice.

An empirical study of marketing communications effectiveness in Slovenian market

OpenAIRE

Jerman, Damjana; Završnik, Bruno

2017-01-01

This paper deals with the value or more specifically, the contribution of marketing communications strategy to effectiveness of marketing communications and hypothesizes that marketing communications strategy correlate with the effectiveness of marketing communications. The paper consists of two parts: the theoretical framework for the role of marketing communications strategy for the effectiveness of the marketing communications and the empirical analysis, based on the primary data collected...

AN EMPIRICAL STUDY OF MARKETING COMMUNICATIONS EFFECTIVENESS IN SLOVENIAN MARKET

Directory of Open Access Journals (Sweden)

Damjana Jerman

2014-01-01

Full Text Available This paper deals with the value or more specifically, the contribution of marketing communications strategy to effectiveness of marketing communications and hypothesizes that marketing communications strategy correlate with the effectiveness of marketing communications. The paper consists of two parts: the theoretical framework for the role of marketing communications strategy for the effectiveness of the marketing communications and the empirical analysis, based on the primary data collected. The concept of the marketing communication effectiveness assumes that there are variables that can have a positive influence on the effectiveness of marketing communications, which incorporates facets of the marketing communication strategy and bidirectional communications. The results suggest that Slovenian organisations which design and implement marketing communication strategy, also have more effective marketing communications. The development of marketing communications strategy was correlated with increased effectiveness of marketing communications in their organisation. Managerial implications are discussed along with directions for further research.

BRAND COMMUNICATION ON SOCIAL NETWORKS

Directory of Open Access Journals (Sweden)

Otilia-Elena PLATON

2015-07-01

Full Text Available The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to present some aspects involved by the usage of social networks in brand communication by analyzing several examples of online marketing campaigns implemented on Facebook on the occasion of Valentine's Day by six different brands.

Social marketing: issues for consideration.

Science.gov (United States)

Novelli, W D

1983-01-01

Few social organizations have been able to incorporate all the essential components of successful marketing, namely, a customer oriented perspective, careful product development, segmented targets and programs, and an interative process of analysis, planning, implementation, and replanning. The lack of resources is part of the problem of moving forward into comprehensive social marketing. Social organizations may use marketing's 4 "Ps" -- product, price, promotion, and place, but often they must also contend with low visibility, lamentable budgets, little research, and lack of continuity. Several general problems confront marketing planners who try to transfer marketing approaches used to sell toothpaste and laundry detergent to promote concepts like family planning, smoking cessation, and nutrition. It has not been possible simply to apply commercial techniques for market analysis and segmentation or product, price, channel, and communication strategy and implementation to social programs. Evaluating program effectiveness is another area where commercial methods fail to readily apply. Contraceptive social marketing programs can point to quantifiable success measures of units sold and revenue received, but generally social marketers must gauge their longterm program objectives such as reduced fertility rates according to intermediary measures such as knowledge change or reported behavior. Currently, organizational design is being studied by several contraceptive social marketing programs. Trained marketing managers in key positions, a systematic marketing planning process, and careful monitoring and control are key program success ingredients that frequently are missing in social agencies where marketing activities and functions may not be fully understood. Many social organizations have established communication functions, but they are not conducive to the broader role that marketing must play if any significant impact is to result. Additionally, in the absence of

The marketing of social causes: the first 10 years.

Science.gov (United States)

Fox, K F; Kotler, P

1980-01-01

Social marketing, the application of marketing thinking and tools to the promotion of social causes, has proved successful in effectively promoting beneficial social change, and is expected to grow in scope, scale, and effectiveness. It has evolved through social advertising and social communication, and is increasingly employed by a growing number or organizations and government agencies. Increasingly, social communication and marketing are being added to social advertising. Family planning, heart disease prevention, and other health cases are cited as examples of the range and impact of social marketing applications. As advances in conceptualizing social marketing problems and evaluating the impacts of social marketing programs make them more effective, social marketing specialists should be expected to work on a wider range of social causes with increasing sophistication. The evaluation of social marketing is discussed. Situations calling for social marketing are also explored, program accomplishments outlined, and criticisms and obstacles examined.

A social marketing approach to implementing evidence-based practice in VHA QUERI: the TIDES depression collaborative care model

Science.gov (United States)

2009-01-01

Abstract Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating Initiatives for Depression into Effective Solutions (TIDES) is an initiative to promote evidence-based collaborative care in the U.S. Veterans Health Administration (VHA). Social marketing applies marketing techniques to promote positive behavior change. Described in this paper, TIDES used a social marketing approach to foster national spread of collaborative care models. TIDES social marketing approach The approach relied on a sequential model of behavior change and explicit attention to audience segmentation. Segments included VHA national leadership, Veterans Integrated Service Network (VISN) regional leadership, facility managers, frontline providers, and veterans. TIDES communications, materials and messages targeted each segment, guided by an overall marketing plan. Results Depression collaborative care based on the TIDES model was adopted by VHA as part of the new Primary Care Mental Health Initiative and associated policies. It is currently in use in more than 50 primary care practices across the United States, and continues to spread, suggesting success for its social marketing-based dissemination strategy. Discussion and conclusion Development, execution and evaluation of the TIDES marketing effort shows that social marketing is a promising approach for promoting implementation of evidence-based interventions in integrated healthcare systems. PMID:19785754

Social marketing: an approach to planned social change.

Science.gov (United States)

Kotler, P; Zaltman, G

1971-07-01

This article examines the applicability of marketing concepts to social causes and social change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Wiebe examined four social advertising campaigns and concluded that their effectiveness depended on the presence of adequate force, direction, adequate and compatible social mechanism, and distance (the "cost" of the new attitude as seen by message's message"s recepient). A marketing planning approach is not a guarantee for the achievement of social objectives; yet, it represents a bridging mechanism linking the knowledge of the behavioral scientist with the socially useful implementation of that knowledge.

Advances in segmentation modeling for health communication and social marketing campaigns.

Science.gov (United States)

Albrecht, T L; Bryant, C

1996-01-01

Large-scale communication campaigns for health promotion and disease prevention involve analysis of audience demographic and psychographic factors for effective message targeting. A variety of segmentation modeling techniques, including tree-based methods such as Chi-squared Automatic Interaction Detection and logistic regression, are used to identify meaningful target groups within a large sample or population (N = 750-1,000+). Such groups are based on statistically significant combinations of factors (e.g., gender, marital status, and personality predispositions). The identification of groups or clusters facilitates message design in order to address the particular needs, attention patterns, and concerns of audience members within each group. We review current segmentation techniques, their contributions to conceptual development, and cost-effective decision making. Examples from a major study in which these strategies were used are provided from the Texas Women, Infants and Children Program's Comprehensive Social Marketing Program.

Marketing and social change: the parallels.

Science.gov (United States)

Da Cunha, G

1995-01-01

Social marketing became respectable only in the late 1970s in places like Indonesia, Brazil, Egypt, Honduras, and Gambia. In practice social change and marketing are both about modifying group behavior. Social change provides opportunities for marketing, which is the process that identifies the unmet consumer need and satisfies it at a profit. Social research and production technologies are involved in market segmentation, target group selection, pricing, distribution, selling, and promotion. The crucial, people-centered and community-based characteristic of marketing is its social relevance. Marketing is a neutral methodology and social marketing is its adaptation to social imperatives. Among a set of underlying ideas related to marketing is the primacy of the consumer in all marketing decisions. Marketing clusters are a way of analyzing a situation, making a product, and pricing and distributing it. Demand is the driving force behind marketing with the components of price, performance, and decision. The benefit obtained from the product must justify the price. Advertising is commercial mass persuasion, the centerpiece of promotion; it is also needed for marketing communications. Promotional tools include special price offers, merchandizing, and dealer incentive schemes. Straightforward information rarely causes lasting behavioral changes. In a Bangladeshi community, 90% of women could have correct knowledge about oral rehydration salts, yet only 8% of them might actually use them correctly. Information that is resisted does not work, yet huge amounts of money go into producing manuals, leaflets, radio programs, and posters. The issues of distribution and competition are often neglected in social marketing programs. Other deficiencies are failure to monitor, evaluate, and innovate. To be successful, social marketing must aim at a 100% conversion of the market actors. Some successes of the social marketing approach include: a nutrition education and behavior change

Marketing communication plan. Case: EKOenergy.

OpenAIRE

Jäkälä, Elina

2016-01-01

This project-based thesis has an objective of creating a marketing communication plan for a non-profit organisation. The marketing communication plan targets other non-profit organisa-tions that the case organisation wants to cooperate with. This thesis will introduce theory about marketing communication, give information about the case organisation’s target audience and present the actual marketing communication plan. Since the case organisation and its target audience are all non-profit...

Measuring Metrics for Social Media Marketing : Case: Marsaana Communications

OpenAIRE

Yli-Pietilä, Heidi

2016-01-01

This thesis looks into social media marketing, what relationship public relations has with social media marketing and brand equity. The challenge with utilizing social media marketing is identifying the right tools to use in measuring the success or effectiveness of it. In this thesis I investigate a set of tools a Finnish PR agency could utilize in measuring the effects of their social media marketing efforts on their client’s brand equity. This thesis topics include new media in specifi...

Increasing Social Media Engagement through a Digital Marketing Plan. Case: Plootu

OpenAIRE

Koskinen, Saku

2016-01-01

The importance of mastering digital marketing in companies’ marketing mix is increasing and expertise in the field is still developing. Digital marketing provides tools to facilitate more targeted and cost-efficient marketing. Not only can marketing teams reach customers all over the world but they can also communicate, interact and engage with them. The objective of this project-based thesis was to increase social media engagement, brand awareness and reach new audiences in social media ...

Public relation based model of integrated marketing communications

OpenAIRE

Naumovska, Ljupka; Blazeska, Daliborka

2016-01-01

The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing communications – advertising, is losing its power for effective communications; customers are becoming over-advertised and resistant to traditional advertising stimuli. Advertising, as one-way communica...

Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media.

Science.gov (United States)

Thackeray, Rosemary; Neiger, Brad L; Hanson, Carl L; McKenzie, James F

2008-10-01

The second generation of Internet-based applications (i.e., Web 2.0), in which users control communication, holds promise to significantly enhance promotional efforts within social marketing campaigns. Web 2.0 applications can directly engage consumers in the creative process by both producing and distributing information through collaborative writing, content sharing, social networking, social bookmarking, and syndication. Web 2.0 can also enhance the power of viral marketing by increasing the speed at which consumers share experiences and opinions with progressively larger audiences. Because of the novelty and potential effectiveness of Web 2.0, social marketers may be enticed to prematurely incorporate related applications into promotional plans. However, as strategic issues such as priority audience preferences, selection of appropriate applications, tracking and evaluation, and related costs are carefully considered, Web 2.0 will expand to allow health promotion practitioners more direct access to consumers with less dependency on traditional communication channels.

A social marketing approach to implementing evidence-based practice in VHA QUERI: the TIDES depression collaborative care model.

Science.gov (United States)

Luck, Jeff; Hagigi, Fred; Parker, Louise E; Yano, Elizabeth M; Rubenstein, Lisa V; Kirchner, JoAnn E

2009-09-28

Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating Initiatives for Depression into Effective Solutions (TIDES) is an initiative to promote evidence-based collaborative care in the U.S. Veterans Health Administration (VHA). Social marketing applies marketing techniques to promote positive behavior change. Described in this paper, TIDES used a social marketing approach to foster national spread of collaborative care models. The approach relied on a sequential model of behavior change and explicit attention to audience segmentation. Segments included VHA national leadership, Veterans Integrated Service Network (VISN) regional leadership, facility managers, frontline providers, and veterans. TIDES communications, materials and messages targeted each segment, guided by an overall marketing plan. Depression collaborative care based on the TIDES model was adopted by VHA as part of the new Primary Care Mental Health Initiative and associated policies. It is currently in use in more than 50 primary care practices across the United States, and continues to spread, suggesting success for its social marketing-based dissemination strategy. Development, execution and evaluation of the TIDES marketing effort shows that social marketing is a promising approach for promoting implementation of evidence-based interventions in integrated healthcare systems.

Social marketing and the creative process: staying true to your social marketing objectives.

Science.gov (United States)

Keller, Heidi; Thackeray, Rosemary

2011-09-01

Developing the promotional strategy is often the most exciting and enjoyable part of the social marketing plan. Health communication and social marketing campaigns that combine mass media with the distribution of health-related products, such as child safety restraints and sun protection products, have shown strong evidence of effectiveness for producing intended behavior changes (Guide to Community Preventive Services, 2010). This article discusses the promotional aspect of social marketing plans--the fourth P in the marketing mix that includes product, place, and price--and how public health practitioners can work with creative professionals to be sure that the creative development and execution of promotional messages and materials stay "on strategy" and support their objectives.

Account planning: applying an advertising discipline to health communication and social marketing.

Science.gov (United States)

Mackert, Michael

2012-01-01

As health marketers seek new models to design campaigns, the advertising discipline of account planning offers an approach that can improve campaign development. The underlying principle of account planning is to bring the consumer perspective to all phases of campaign development, primarily through qualitative formative research. Account planners design the overall communication strategy and contribute to creative development of individual executions. The creative brief, a primary tool of account planning, is especially useful in conceptualizing campaigns. This report discusses the history and approach of account planning, followed by an example of account planning in the design of a social marketing campaign.

Social marketing in healthcare.

Science.gov (United States)

Aras, Radha

2011-01-01

Social marketing is an important tool in the delivery of healthcare services. For any healthcare programme or project to be successful, community/consumer participation is required. The four principles of social marketing can guide policymakers and healthcare providers to successfully plan and implement health programmes. To review the existing literature in order to project the benefits of social marketing in healthcare. A search of periodical literature by the author involving social marketing and marketing concepts in health was carried out. Items were identified initially through health-oriented indexing services such as Medline, Health STAR and Cinahl, using the identifiers "social marketing" and "marketing in health". An extensive search was also carried out on educational database ERIC. A literature review of various studies on social marketing indicated that the selection of the right product (according to the community need) at the right place, with the right strategy for promotion and at the right price yields good results. However, along with technical sustainability (product, price, promotion and place), financial sustainability, institutional sustainability and market sustainability are conducive factors for the success of social marketing. The purpose of this literature review was to ascertain the likely effectiveness of social marketing principles and approaches and behaviour change communication towards health promotion. It is important for all healthcare workers to understand and respond to the public's desires and needs and routinely use consumer research to determine how best to help the public to solve problems and realise aspirations. Social marketing can optimise public health by facilitating relationship-building with consumers and making their lives healthier.

Intercultural marketing: Culture and its influence on the efficiency of Facebook marketing communication

Directory of Open Access Journals (Sweden)

Copuš Lukáš

2017-06-01

Full Text Available The paper deals with intercultural marketing, which is a combination of two different phenomena - marketing and culture. The first objective of the paper lies in providing theoretical definitions of the above-mentioned areas. Subsequently, the aim is to analyse marketing communication of the selected automotive companies and determine its efficiency on social media within the context of cultural differences and cultural forms as their manifestations. A considerable amount of literature has been published on intercultural marketing, but only a few studies have concentrated on the connection with modern communication tools – i.e. social media. The data come from a research conducted online focused on Facebook. In total 2606 posts on twenty Facebook profiles of selected automotive companies were analysed. Our findings show that the use of standardization and adaptation is not related to the efficiency of marketing communication of individual Facebook profiles. One of the factors that determine the efficiency is cultural specifics visible by cultural forms which were interpreted for each selected culture. The contribution and the originality of this paper lies in providing theoretical and practical information about cultural differences on social media not only for marketing managers operating in different cultures, but also for researchers interested in intercultural marketing.

Social Media in Virtual Marketing

OpenAIRE

Jalees, Tariq; Tariq, Huma; Zaman, Syed Imran; Alam Kazmi, Syed Hasnain

2015-01-01

Social media usage in the world and especially in Pakistan has a high growth due to which it (social media) has a potential of becoming an effective marketing tool. Despite its comparatively low cost and significance, marketers are not effectively utilizing social media. Thus the aim of this study is to measure the influence (effect) of four social variables: social capital, trust, homophily and interpersonal influence on electronic word of mouth (eWOM) communication. The sample size for the stu...

The Modern Marketing Communications of Hotel Enterprises

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Vlashchenko Nataliia M.

2017-06-01

Full Text Available The article is aimed at studying the features of marketing communications in the hotel industry and developing scientific-practical recommendations to activate their use at the level of domestic hotel enterprises. A classification of the communications of hotel enterprises, with defining the place for marketing therein, has been compiled. A complex of marketing communications of hotel enterprises has been developed, taking account of the current marketing instrumentarium. Objectives for the staff of hotel enterprises in terms of activities in the social networks have been formulated. Recommendations to activate the development of Internet marketing in the sphere of hospitality have been developed. It has been concluded that the special feature of promoting services of a hotel enterprise is the development of personalized relationships with customers.

USING THE DELPHI TECHNIQUE TO DEVELOP EFFECTIVENESS INDICATORS FOR SOCIAL MARKETING COMMUNICATION TO REDUCE HEALTH-RISK BEHAVIORS AMONG YOUTH.

Science.gov (United States)

Vantamay, Nottakrit

2015-09-01

This study aimed to develop effectiveness indicators for social marketing communication to reduce health-risk behaviors among Thai youth by using the Delphi technique. The Delphi technique is a research approach used to gain consensus through a series of two or more rounds of questionnaire surveys where information and results are fed back to panel members between each round and it has been extensively used to generate many indicators relevant to health behaviors. The Delphi technique was conducted in 3 rounds by consulting a panel of 15 experts in the field of social marketing communication for public health campaigns in Thailand. We found forty-nine effectiveness indicators in eight core components reached consensus. These components were: 1) attitude about health-risk behavior reduction, 2) subjective norms, 3) perceived behavioral control, 4) intention to reduce health-risk behaviors, 5) practices for reducing health-risk behaviors, 6) knowledge about the dangers and impact of health-risk behaviors, 7) campaign brand equity, and 8) communication networks. These effectiveness indicators could be applied by health promotion organizations for evaluating the effectiveness of social marketing communication to effectively reduce health-risk behaviors among youth.

Consumer Activities and Reactions to Social Network Marketing

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Bistra Vassileva

2017-06-01

Full Text Available The purpose of this paper is to understand consumer behavioural models with respect to their reactions to social network marketing. Theoretical background is focused on online and social network usage, motivations and behaviour. The research goal is to explore consumer reactions to the exposure of social network marketing based on the following criteria: level of brand engagement, word-of-mouth (WOM referral behaviour, and purchase intentions. Consumers are investigated based on their attitudes toward social network marketing and basic socio-demographic covariates using data from a sample size of 700 Bulgarian respondents (age group 21–54 years, Internet users, urban inhabitants. Factor and cluster analyses are applied. It is found that consumers are willing to receive information about brands and companies through social networks. They like to talk in social networks about these brands and companies and to share information as well (factor 2, brand engagement. Internet users are willing to share information received through social network advertising (factor 1, wom referral behaviour but they would not buy a certain brand as a result of brand communication activities in social networks (factor 3, purchase intention. Several practical implications regarding marketing activities through social networks are drawn.

The Influence of Customers Communication Behaviour in the Implementation of 21cineplex Viral Marketing Using the Social Networking Site Facebook

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Meyliana -

2015-05-01

Full Text Available Application of viral marketing through social networking sites will greatly help companies in saving high marketing costs since companies do not have to give financial incentive to internet users or customers who voluntarily forward the information about the companies. Good marketing communication strategy will increase the company's branding and enable good interaction between customers and companies. This research to look if the customer communication behavior has a relationship and a significant impact on forwarding online content and whether the curiosity variable has a relationship and a significant impact on the variable of consumption of online content in the application of Viral Marketing. The methodology used is interpersonal communication model adopted from FIRO theory, which consists of the following variables: inclusion-need to belong, inclusion-individuation, affection-altruism, control-personal growth, and consumption of online content, towardthe online content forwarding variable; and also the curiosity variable towards the consumption of online content variable, where the hypothesis was tested by the correlation and regression analysis. The test results based on correlation analysis show that all H1hypotheses (have relation are received; and based on regression analysis, all H1hypotheses (effect are received, although the value of r and the effect is less significant (small.

Marketing communications in conditions of crisis

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Ognjanov Galjina

2009-01-01

Full Text Available The paper aims to reveal potential economic benefits deriving from implementation of regionally integrated marketing communications strategy in the period of the global financial crisis. Possibilities for implementation of regionally integrated marketing communications strategy in the Western Balkans are analyzed based on the assessment of macro-marketing environmental factors and consumers attitudes. Study results have shown satisfactory conditions for the implementation of regionally integrated marketing communications in four countries of the region. Consequently, in the period of the most recent economic crisis companies operating on this market which decide to implement regionally integrated marketing communications strategy may make significant cost-savings through centralization of their marketing communications activities, organizational learning and synergy rather then from cutting their media budgets.

Launching a Social Media Presence via a Digital Marketing Plan : Case: Odessa Comptoir

OpenAIRE

Sutela, Anna

2017-01-01

Social media as a digital communications and marketing tool for new businesses is a cost-effective and useful way to reach audiences. Professional social media pages can be used as a form of direct communication with the customer, a visual representation of the com-pany and can serve as advertising channels. This is a project based thesis for a new restaurant, Odessa Comptoir. The objective is to launch a social media presence for the company via a digital marketing plan. To do so suc-ce...

Advertising and other forms of marketing communications in Serbian automotive market

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Marinković Ivan

2009-01-01

Full Text Available Development of quality product, attractive pricing strategy and 'just in time' distribution system is no longer sufficient marketing approach. Companies have to communicate actively and in two way manner, not just with the consumers but with everyone involved in business operations. Today, there is no more discussions about necessity of marketing communications but what to communicate, with whom and how often. Advertising is the dominant form of marketing communications in automotive market in Serbia. Consideration of possible relations between advertising and other forms of marketing communication is the necessary step in the process of implementation of the integrated marketing communications (IMC concept as the concept of added value of overall marketing communication based on creation of specific relationship between respective forms of marketing communication, combining them in order to transmit distinctive appeal along with integration of the respective messages. The aim of this paper is identification of the basic characteristics of the other forms of marketing communications in relation to advertising as the precondition for integration of marketing communications and creation of synergy effect in transmit ion of the integral message in the automotive market in Serbia. .

Social Media Marketing

DEFF Research Database (Denmark)

Hollensen, Svend; Kotler, Philip; Opresnik, Marc Oliver

Marketing communication is undergoing a digital revolution. The increasing popularity of blogging, podcasting, and social networks enables world customers to broadcast their views about a product or service to a potential audience of billions. Traditional advertising does not work as well as it h...

Internal Communication and Social Dialogue in Knowledge-Based Organizations

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Diana-Maria CISMARU

2014-02-01

Full Text Available Knowledge-based organizations are constructed on intangible assets, such as the expertise and the values of the employees. As a consequence, motivation and professional excellence of employees are the main objectives of management teams. For this type of organizations, considered as true “knowledge systems”, the employees represent the most valuable resource that is not motivated only through financial means, but also through internal communication, autonomy or social rewards. The research of Eurofound shows that knowledge-based organizations have a low number of trade unions, while professional associations are more relevant for them. There is no tradition to defend through negotiation the working conditions of employees, thus it is important for managers to use the best practices, in order to increase the employees’ loyalty. We conducted a qualitative research concerning the quality of professional life of employees in five sectors of knowledge-based services: advertising-marketing, IT, banking and finance, research and development, and higher education; 15-20 employees from each sector were interviewed. Some of the questions referred directly to trade unions and affiliation, and also to internal communication. Although the results showed a different situation in each of the five sectors, there are few common characteristics: descendant communication is more frequent than ascendant communication, trade unions were reported as missing, unrepresentative or not very active, and the greatest part of employees in this sector are not affiliated, facts that limits the possibility of maintaining employees’ motivation on long term.

Assessing the marketing potential of communicating corporate social responsibility of a supply chain: method and application

NARCIS (Netherlands)

Verhees, F.J.H.M.; Kuipers, A.; Meulenberg, M.T.G.

2006-01-01

Abstract This article provides a method to assess the marketing potential of communicating corporate social responsibility of (agricultural) supply chains. The willingness of small firms in agricultural supply chains to make available information about certain dimensions of CSR is measured and

Social Impact "Buycotts": A Tool for Innovation, Impact, and Engagement to Teach Integrated Marketing Communications

Science.gov (United States)

Holland, Jonna

2016-01-01

A novel concept for an integrated marketing communications (IMC) semester project succeeded in meeting or exceeding course learning objectives while increasing social impact and community engagement. Partnering with a selected business and a synergistic community cause, student teams developed and implemented an IMC plan to motivate consumers to…

Conceptualizing the social media communication impact on consumer based brand equity

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Ligita Zailskaitė-Jakštė

2016-05-01

Full Text Available Purpose of the article: The purpose of this paper is to identify the impact of consumer-brand communication in social media on brand equity, providing conceptual model. Methodology/methods: The model was prepared using methods of comparative and systematic analysis of scientific literature. Scientific aim: The scientific aim of the article to propose the perspective of social media communication impact on brand equity conceptualization. The key factors of consumer engagement in company (brand communication process and amount of consumers created content (non-sponsored content, i.e. content created in interaction with company or brand, and sponsored content, i.e. content created in interaction with company (brand was under consideration. Findings: Our findings attempt to provide a comprehensive understanding of company (brand communication in social media seeking after a positive impact on brand equity dimensions. Theoretical analysis disclosed that it is not enough just to post message in a proper social media channel, it is essential to post appropriate content of the message and to post it in appropriate way in persuasion to engage consumers into communication. The consumer-generated content created in interaction with company and without interaction with company in social media is making impact on brand equity. Conclusions: The study extends the literature by examining communication in social media from company to consumer perspectives in order to disclose changes in marketing communication as source of brand equity in virtual context and to present key factors influencing brand equity in company (brand communication p

Tribal Community-Based Social Marketing Training Guide

Science.gov (United States)

The Community-Based Social Marketing (CBSM) Training Guide and recycling toolkit provides an overview of how to increase the adoption of sustainable behaviors and recycling practices with a community.

Social marketing in healthcare

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Radha Aras

2011-08-01

Full Text Available BackgroundSocial marketing is an important tool in the delivery ofhealthcare services. For any healthcare programme orproject to be successful, community/consumer participationis required. The four principles of social marketing can guidepolicymakers and healthcare providers to successfully planand implement health programmes.AimTo review the existing literature in order to project thebenefits of social marketing in healthcare.MethodA search of periodical literature by the author involvingsocial marketing and marketing concepts in health wascarried out. Items were identified initially through healthorientedindexing services such as Medline, Health STARand Cinahl, using the identifiers “social marketing“ and“marketing in health”. An extensive search was also carriedout on educational database ERIC.ResultsA literature review of various studies on social marketingindicated that the selection of the right product (accordingto the community need at the right place, with the rightstrategy for promotion and at the right price yields goodresults. However, along with technical sustainability(product, price, promotion and place, financialsustainability, institutional sustainability and marketsustainability are conducive factors for the success of socialmarketing.ConclusionThe purpose of this literature review was to ascertain thelikely effectiveness of social marketing principles andapproaches and behaviour change communication towardshealth promotion.It is important for all healthcare workers to understand andrespond to the public’s desires and needs and routinely useconsumer research to determine how best to help thepublic to solve problems and realise aspirations. Socialmarketing can optimise public health by facilitatingrelationship-building with consumers and making their liveshealthier.

Marketing Communication Strategies of the Industrial Companies

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Wojciech Wodyński

2007-07-01

Full Text Available Industrial market, created by companies, which buy and sell goods which are not directly for consumption, but are used in production process, communicates with the environment in a specific way. Many industrial companies supply only the customers of non consumption goods market and hence they do not enter into direct contact with a final consumer. In such cases recognizing the customers needs is even more difficult. Such environment requires efficiently functioning and planned communication of the company with the market. This study presents methods and strategies of marketing communication really used in industrial companies. While analysing marketing strategies of industrial companies, the author draws the attention to the fact that even though there was system transformation, the state still has significant impact on functioning and development of industry and that in a way directs and created barriers in companies functioning. Such conditions force even more active marketing communication as well as searching new solutions. As there are more and more sophisticated marketing techniques related to digital media, there is also a growing demand for strategic solutions in marketing communication. Digital media, first of all the Internet, provide so far unavailable possibilities of researching consumers behaviours and ways of using media. They also give a chance to follow the behaviour of smaller, unique and often social groups of consumers.

[Social marketing--seduction with the aim of healthy behavior?].

Science.gov (United States)

Loss, J; Nagel, E

2010-01-01

SOCIAL MARKETING - SEDUCTION WITH THE AIM OF HEALTHY BEHAVIOR? Social marketing is the use of marketing principles to design and implement programs that promote socially beneficial behaviour change. Contrary to the marketing of consumption goods, social marketing does not deal with material products, but with behaviour, e. g. not smoking. This 'product' has a basic benefit (i. e. reduction of health risks in the long run), which is, however, difficult to convey. Therefore, the intended change in behaviour has to be related to a further reward which consists of symbolic goods, e. g. social appreciation or a better body feeling. The communication policy is essential for information on and motivation for the preventive issue. Social marketing campaigns whose development and management follow the principles of classical marketing can render preventive efforts more effective. In addition, social marketing can lead to a better quality management as compared to conventional preventive activities. These advantages can be explained by a) tailoring the campaign more specifically to the target group's needs and motives, b) presenting health risks more convincingly, and c) continuously analysing and evaluating the campaign and its effects. On the other hand, the marketing of preventive aims through mass media can bear several risks, as exemplified by different national and international public health campaigns. The necessity to communicate briefly and succinctly can lead to misleading simplifications and, in case of cancer screening, to the trivialization of a behaviour's consequences and adverse effects. Also, many campaigns do not intend to educate and inform, but try to persuade target persons of a certain behaviour, using emotions such as fear. This has led to social marketing being criticized as manipulation. Sometimes, social marketing campaigns cause stigma and discrimination of certain population subgroups, e. g. obese or HIV-positive people. Health promoters who plan

Utilizing of marketing research for marketing communication

OpenAIRE

Bielová, Zuzana

2008-01-01

The subject of bachelor's thesis "Utilizing of marketing research for marketing communication" is analyze problematic of marketing communications in sector of educational services. The aims are potential clients of education. I will try to make out import of marketing research for marketing communication of the company.

Image Gently(SM): a national education and communication campaign in radiology using the science of social marketing.

Science.gov (United States)

Goske, Marilyn J; Applegate, Kimberly E; Boylan, Jennifer; Butler, Priscilla F; Callahan, Michael J; Coley, Brian D; Farley, Shawn; Frush, Donald P; Hernanz-Schulman, Marta; Jaramillo, Diego; Johnson, Neil D; Kaste, Sue C; Morrison, Gregory; Strauss, Keith J

2008-12-01

Communication campaigns are an accepted method for altering societal attitudes, increasing knowledge, and achieving social and behavioral change particularly within public health and the social sciences. The Image Gently(SM) campaign is a national education and awareness campaign in radiology designed to promote the need for and opportunities to decrease radiation to children when CT scans are indicated. In this article, the relatively new science of social marketing is reviewed and the theoretical basis for an effective communication campaign in radiology is discussed. Communication strategies are considered and the type of outcomes that should be measured are reviewed. This methodology has demonstrated that simple, straightforward safety messages on radiation protection targeted to medical professionals throughout the radiology community, utilizing multiple media, can affect awareness potentially leading to change in practice.

CSR communication through online social media

Directory of Open Access Journals (Sweden)

Araceli Castelló-Martínez, Ph.D.

2012-01-01

Full Text Available Online social networks such as Facebook and Twitter have become essential channels in business strategies. Corporate Social Responsibility communication faces new challenges in these spaces of the Web 2.0, where companies can interact with users, generate a brand community, increase their visibility, and strengthen their position in the market. This research study aims to analyse the way companies use the major online social media to communicate their Corporate Social Responsibility programmes. The methodology involves the examination of the presence in online social platforms and the online corporate reputation of ten companies/brands. The results show that companies use these spaces as channels for business and advertising communication, but not so much for Corporate Social Responsibility communication, despite these social media offer many possibilities for interaction and dialogue.

Selling Innovations Like Soap: The Interactive Systems Framework and Social Marketing.

Science.gov (United States)

McAlindon, Kathryn

2017-09-01

Despite the popularity and noted utility of Wandersman and colleagues' (2008) Interactive Systems Framework, the literature currently provides a primary focus on delivery organizations' and supportive stakeholders' capacities and strategies to implement innovations, presenting a critical gap in understanding. Unfortunately, reflective of a larger void in community dissemination and implementation efforts, there is a more limited focus on the dissemination of innovations. This paper presents the social marketing literature as a supplement to the Prevention Synthesis and Translation System (PSTS), the system responsible for dissemination. The study and practice of innovation synthesis and translation is examined in the literature; and based on the conclusions drawn, social marketing theory is used to provide a systematic approach to improving dissemination within the Interactive Systems Framework. Specifically, three gaps related to the PSTS are identified in the literature that align with and can be filled using social marketing. Social marketing is defined and presented as a supplement by providing theory and practices, within a systems context, for effectively communicating and influencing change. By blending social marketing with the Interactive Systems Framework, the aim is to improve the understanding of strategic communication and its role in the effective dissemination, and subsequent implementation, of innovations. © Society for Community Research and Action 2017.

Social Media Marketing Strategy for Warere Hotels

OpenAIRE

Varakas, Essi

2017-01-01

Social media has become a huge part of the people to people communication, which also reaches out to the business world. Social media can be a very effective marketing channel, especially in hospitality business, where the image marketing is one of the core objects. Nowadays people don’t follow the traditional way of marketing the same way as for example 10 years ago. With right actions in social media channels, the company can gain a lot of visibility, therefor it’s important to plan the ...

Deadpool - Profiting from Social Media Marketing

OpenAIRE

Jensen, Mikkel

2016-01-01

This thesis concerns social media, and social media marketing. Specifically, has the campaign for the film Deadpool been chosen in order to illustrate the possible financial affordances within this area. The thesis seeks to investigate past, as well as contemporary tendencies in the world of social media, and how these can be utilized in a marketing context. This is done in order to depict the role of the users, their current influence and ability to create awareness via communicative means. ...

Integrated marketing communications and their role in economy and education

Directory of Open Access Journals (Sweden)

Melnikova Nadezhda

2016-01-01

Full Text Available The article is devoted to the analysis of marketing, its role and significance in the modern education system and economy. The authors review the advantages of integrated marketing communications which include, apart from marketing, organizational culture, advertising, public relations (PR, branding, image making and other types of communication influencing the formation and functions of social processes and institutions, including the economic and education sphere.

Integrated marketing communications and their role in economy and education

OpenAIRE

Melnikova Nadezhda; Naumenko Tamara; Smakotina Natalia

2016-01-01

The article is devoted to the analysis of marketing, its role and significance in the modern education system and economy. The authors review the advantages of integrated marketing communications which include, apart from marketing, organizational culture, advertising, public relations (PR), branding, image making and other types of communication influencing the formation and functions of social processes and institutions, including the economic and education sphere.

The role of content marketing in social media content communities

OpenAIRE

Charmaine du Plessis

2017-01-01

Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely bee...

Cooling the Campus: Experiences from a Pilot Study to Reduce Electricity Use at Tufts University, USA, Using Social Marketing Methods

Science.gov (United States)

Marcell, Kristin; Agyeman, Julian; Rappaport, Ann

2004-01-01

A community-based social marketing (CBSM) campaign to reduce student electricity use and greenhouse gas emissions was undertaken at Tufts University in Medford, Massachusetts. Social marketing methods follow a commercial marketing model and involve market research into the planning, pricing, communication, distribution, and evaluation of methods…

Digital Marketing Communication

OpenAIRE

Margherita Corniani

2006-01-01

Digital marketing communication is directed to profiled targets, which are active in the communication process. Every communication flow can ask for an information answer from the market. This opportunity grants immediate feed-backs and feed-forwards, so that digital communication can be easily and cheaply measured; digital communication flows are diffused at costs that are getting lower and lower, but it asks specialized and deep competences to communication managers. The ease in the flowing...

TAM AIRLINES ON TWITTER: COMMUNICATION CHANNEL OR SOCIAL NETWORK?

Directory of Open Access Journals (Sweden)

Cynthia Harumy Watanabe Corrêa

2010-12-01

Full Text Available The research emphasizes the social appropriation of Information and Communication Technologies by the Brazilian aviation industry, through a case study of communication strategies of TAM on the social networking site Twitter. TAM is a leader in the Brazilian domestic market and gradually conquering its space in Mercosul. This is an exploratory research, based on content analysis of messages sent to the company profile on Twitter, in order to check whether indeed the consolidation of a social network between TAM and its followers. We analyzed all messages posted since July 3, 2009, the date of the first post in the company profile, until the day January 31, 2010. Among the subjects discussed, there was the predominance of information and promotions. The study concludes that, under Twitter, TAM has yet reached a high degree of social interaction with his followers, because the major number of messages is directed to promotional marketing.

Analysis of marketing communications of selected brand

OpenAIRE

Tošnarová, Petra

2012-01-01

This work deals with marketing communications of the selected brand in the QSR (Quick Services Restaurant) segment. The aim is to formulate appropriate recommendations that would increase the effectiveness of advertising. Recommendations will be based on the results of the analysis of communication activities focused on brand advertising, its effects on consumers' perception and evaluation. The theoretical part is devoted to the theory of marketing communications, effective communication, adv...

An Investigation into the Role of Social Media Marketing in Organisational Performance

OpenAIRE

Barakat, Bassam; DALZIEL, Nurdilek

2016-01-01

Purpose: In an era that is characterised by speed and ruled by technology, new communication tools are required to achieve business objectives in a fast and innovative manner. This is facilitated by the emergence of Web 2.0 tools. Consequently, social media aroused as an assemblage of internet-based platforms that utilise the technological and ideological foundations of Web 2.0. While social media changed the fundamentals of business, marketing and communications in general, it also redefined...

Potential markets for a satellite-based mobile communications system

Science.gov (United States)

Jamieson, W. M.; Peet, C. S.; Bengston, R. J.

1976-01-01

The objective of the study was to define the market needs for improved land mobile communications systems. Within the context of this objective, the following goals were set: (1) characterize the present mobile communications industry; (2) determine the market for an improved system for mobile communications; and (3) define the system requirements as seen from the potential customer's viewpoint. The scope of the study was defined by the following parameters: (1) markets were confined to U.S. and Canada; (2) range of operation generally exceeded 20 miles, but this was not restrictive; (3) the classes of potential users considered included all private sector users, and non-military public sector users; (4) the time span examined was 1975 to 1985; and (5) highly localized users were generally excluded - e.g., taxicabs, and local paging.

Making sense of social media communications with chaos theory

DEFF Research Database (Denmark)

Gyimóthy, Szilvia; Larson, Mia

, offering a few conceptual papers which adopt complexity theories to describe destination development patterns (Russel & Faulkner, 2000, 2004; Zahra & Ryan 2007). The purpose of this paper is to discuss the validity of chaos theory in the context of strategic communications, where new (social) media has...... changed the marketing landscape beyond recognition. The exponential growth of social media platforms has led to weakened marketer control (and greater consumer sovereignty) over information about organisations and their products. In this new communications paradigm (Muniz & Schau 2007), information...... media channels. Social media users serve as gatekeepers, opting for which fluctuations to pay attention to, which to ignore. The challenge is then to establish a framework of unfolding communication patterns on social media which can eventually explain the collective behaviour of bloggers, twitters...

Measurement of Social Media Marketing Performance on Klik-Amazing's Product at Marketing Division, Klik-Amazing

OpenAIRE

Alim, Ihwanul; Iskandar, Budi Permadi

2012-01-01

Internet in Indonesia grew fast. Indonesian do socialize in online social media, also. Klik-Amazing was small company run in media industry and used online social media to do the marketing communication.Customer's media habit consumption also shifting from offline media (without internet) into offline and online (by internet) media, including the online social media. The most used online social media were facebook and twitter. Klik-Amazing prepares their low cost-marketing strategy by these o...

Brand Personality in Higher Education: Anthropomorphized University Marketing Communications

Science.gov (United States)

Rutter, Richard; Lettice, Fiona; Nadeau, John

2017-01-01

While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand…

Contraceptive social marketing and community-based distribution systems in Colombia.

Science.gov (United States)

Vernon, R; Ojeda, G; Townsend, M C

1988-01-01

Three operations research experiments were carried out in three provinces of Colombia to improve the cost-effectiveness of Profamilia's nonclinic-based programs. The experiments tested: (a) whether a contraceptive social marketing (CSM) strategy can replace a community-based distribution (CBD) program in a high contraceptive use area; (b) if wage incentives for salaried CBD instructors will increase contraceptive sales; and (c) whether a specially equipped information, education, and communication (IEC) team can replace a cadre of rural promoters to expand family planning coverage. All three strategies proved to be effective, but only the CSM system yielded a profit. Despite this, Profamilia discontinued its CSM program soon after the experiment was completed. Unexpected government controls regulating the price and sale of contraceptives in Colombia made the program unprofitable. As a result, family planning agencies are cautioned against replacing CBD programs with CSM. Instead, CBD programs might adopt a more commercial approach to become more efficient.

TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE

Directory of Open Access Journals (Sweden)

N. Kochkina

2014-09-01

Full Text Available The article identifies trends in the development of marketing communications in the global interactive space by analyzing the factors of their functioning and researching motivation of viral audience. It is revealed the prevalence of interactive technologies in today's information space and the growth dynamics of interactive advertising market. It is proved that favorable conditions for marketing communications' functioning forms the basis for the development of viral advertising as an effective communication tool for untraditional impact on potential customers. The popularity of social networks as a major source of viral messages is determined. The motivation of YouTube audience, which provides a resonant video viewing and retransmission, is investigated. Gender and age differences that stipulate communication affect on consumers are identified. Cyclic social consciousness is observed that demands further research of viral audience, including constructing scenarios of viral behavior.

A study on the effects of marketing communication using integrated marketing communication

Directory of Open Access Journals (Sweden)

Solmaz Sellahvarzi

2014-07-01

Full Text Available Integrated Marketing Communication (IMC is one of the needed concepts in competitive edge. IMC is defined as a cross functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or impacting all messages sent to these groups. It ensures that all forms of communications and messages are carefully linked together. This study investigates the effectiveness of marketing communication in an Iranian automaker named Khodro using IMC system. The study tries to audit the rate of marketing relationship integrity and its outcome on organization performance. The study designs a questionnaire and distributes it among 384 randomly selected people who use this firm’s services and Cronbach alpha has been calculated as 0.974. Hypotheses of this survey are exanimated by Pearson correlation test as well as pairwise t-student tests. The results show the effects of integrated marketing Communication on organization performance. In addition, there is a significant positive correlation relationship between integrated marketing communication with mission marketing, Cross functional Strategic Planning and Interactivity. Finally, there is a significant positive correlation relationship between dimensions of IMC.

Direct marketing and market communication process

Directory of Open Access Journals (Sweden)

Jovović Sanja

2007-01-01

Full Text Available Direct marketing is marketing which demands immediate reply. That reply can be an order, a request for an additional information, a registration, a telephone call or a visit. This work presents direct marketing as the most contemporary method of company communications with environs. A concept of direct marketing is made and aimed for complete identification of existing customers and for finding out potential customers. Mail, printed documents e-mail and new medias are used as modern communications channels. It is especially emphasizes the Internet as an important media.

Creating effective social marketing: let your customer be your guide.

Science.gov (United States)

Brookes, R

2000-02-01

Social marketing uses commercial marketing techniques to change behaviors that benefit individuals or society in general. Unlike conventional marketing, which seeks to sell products or services, social marketing aims to promote voluntary behavior change. Some examples of behaviors that have changed due to social marketing are: using seat belts, wearing bike helmets, child immunizations, and smoking cessation. Although good social marketing campaigns use the same techniques as that of commercial marketers, by letting the customer be the guide for all major decisions, it is not primarily advertising and is not about top-down planning and decisions. Instead, it is about having a consumer orientation, which means understanding the target audience very well. An effective social marketer must be committed to ongoing communication with the audience in order to create programs, products, or practice that enable them to make the changes desired.

Implementation of analyses based on social media data for marketing purposes in academic and scientific organizations in practice – opportunities and limitations

Directory of Open Access Journals (Sweden)

Magdalena Grabarczyk-Tokaj

2013-12-01

Full Text Available The article is focused on the issue of practice use of analyses, based on data collected in social media, for institutions’ communication and marketing purposes. The subject is being discussed from the perspective of Digital Darwinism — situation, when development of technologies and new means of communication is significantly faster than growth in the knowledge and digital skills among organizations eager to implement those solutions. To diminish negative consequences of Digital Darwinism institutions can broaden their knowledge with analyses of data from cyber space to optimize operations, and make use of running dialog and cooperation with prosuments to face dynamic changes in trends, technologies and society. Information acquired from social media user generated content can be employed as guidelines in planning, running and evaluating communication and marketing activities. The article presents examples of tools and solutions, that can be implement in practice as a support for actions taken by institutions.

Increasingly artful. Applying commercial marketing communication techniques to family planning communication.

Science.gov (United States)

Williams, J R

1992-08-01

Family planning (FP) and social marketing messages must utilize the rules concerning artfulness developed in the private sector for effective communication in the mass media around the world. They have to compete for the attention of television program viewers accustomed to receiving hundreds of 30-second messages. There are some rules essential to any effective communication program: 1) Command attention. In the US over 1350 different mass media messages vie for attention every single day. FP messages are sensitive, but dullness and passivity is not a requisite. 2) Clarify the message, and keep it simple and direct. Mixed messages equal less effective communication. 3) Communicate a benefit. Consumers do not only buy products, they buy expectations of benefits. 4) Consistency counts. The central message should remain consistent to allow the evaluation of its effectiveness, but execution should vary from time to time and medium to medium. 5) Cater to the heart and the head. Effective communication offers real emotional values. 6) Create trust. Words, graphics, sounds, and casting in the campaign should support 1 central key promise to a single prime prospect. 7) Call for action. Both commercial and social marketing campaigns can calculate results by quantifiable measurement of sales (of condoms) transactions (the number of IUD insertions), floor traffic (clinic visits), attitude shifts, and behavior change. The PRO-PATER Vasectomy Campaign of 1988 in Sao Paulo, Brazil successfully used the above rules for effective communication. During the 1st 2 months of the campaign, phone calls increased by over 300%, new clients by 97%, and actual vasectomies performed by 79%.

A B2C Digital Media Marketing Communications Plan for a Mobile Application Commercial Launch

OpenAIRE

Collin, Markus

2013-01-01

The thesis focuses on a B2C Digital Marketing Communications plan on a mobile gamification application. The marketing communications plan takes a clear step away from the traditional views on marketing planning and PR, above all because of the evolvement of social media and the massive cultural shift that has deeply affected the way societies use the most widely spread communications platform ever invented, the Internet. The project for which the marketing communications plan is made, is ...

CDC MessageWorks: Designing and Validating a Social Marketing Tool to Craft and Defend Effective Messages.

Science.gov (United States)

Cole, Galen E; Keller, Punam A; Reynolds, Jennifer; Schaur, Michelle; Krause, Diane

2016-03-01

The Centers for Disease Control and Prevention's Division of Cancer Prevention and Control, in partnership with Oak Ridge Associated Universities, designed an online social marketing strategy tool, MessageWorks, to help health communicators effectively formulate messages aimed at changing health behaviors and evaluate message tactics and audience characteristics. MessageWorks is based on the advisor for risk communication model that identifies 10 variables that can be used to predict target audience intentions to comply with health recommendations. This article discusses the value of the MessageWorks tool to health communicators and to the field of social marketing by (1) describing the scientific evidence supporting use of MessageWorks to improve health communication practice and (2) summarizing how to use MessageWorks and interpret the results it produces.

Research on social communication network evolution based on topology potential distribution

Science.gov (United States)

Zhao, Dongjie; Jiang, Jian; Li, Deyi; Zhang, Haisu; Chen, Guisheng

2011-12-01

Aiming at the problem of social communication network evolution, first, topology potential is introduced to measure the local influence among nodes in networks. Second, from the perspective of topology potential distribution the method of network evolution description based on topology potential distribution is presented, which takes the artificial intelligence with uncertainty as basic theory and local influence among nodes as essentiality. Then, a social communication network is constructed by enron email dataset, the method presented is used to analyze the characteristic of the social communication network evolution and some useful conclusions are got, implying that the method is effective, which shows that topology potential distribution can effectively describe the characteristic of sociology and detect the local changes in social communication network.

Successful social media marketing on Instagram. Case @minoshoes

OpenAIRE

Nummila, Mia

2015-01-01

The subject of this thesis is successful social media marketing on Instagram, and how to effectively use Instagram to build a strong brand and reach more customers. As a part of this study a case study of MI.NO shoes was conducted. The objective here was to deepen the company’s understanding of Instagram marketing and how the company can use it to improve its sales and customer communication. The theoretical part of this study consists of general information about social media and social ...

Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator

Directory of Open Access Journals (Sweden)

Moon Young Kang

2018-04-01

Full Text Available Social media has been receiving attention as a cost-effective tool to build corporate brand image and to enrich customer relationships. This phenomenon calls for more attention to developing a model that measures the impact of structural features, used in corporate social media messages. Based on communication science, this study proposes a model to measure the impact of three essential message structural features (interactivity, formality, and immediacy in corporate social media on customers’ purchase intentions, mediated by brand attitude and corporate trust. Especially, social media platforms are believed to provide a good marketing platform for small and medium enterprises (SMEs by providing access to huge audiences at a very low cost. The findings from this study based on a structural equation model suggest that brand attitude and corporate trust have larger impacts on purchase intention for SMEs than large firms. This implies that SMEs with little to no presence in the market should pay more attention to building corporate trust and brand attitude for their sustainable growth.

A focus on the consumer: social marketing for change.

Science.gov (United States)

Lucaire, L E

1985-01-01

Social marketing is the application of commercial marketing principles to advance a social cause, issue, behavior, product, or service. Social marketing has added a framework to social efforts that heretofore lacked organization and has inspired projects that otherwise might never have been initiated. In the US, social marketing techniques have been particularly successful in the health field. Although advertising and other communications are central to social marketing, the discipline also depends upon other elements of what is termed the marketing mix: product, price, place, and promotion. Social marketing is a cyclical process involving 6 steps: analysis; planning; development, testing, and refining elements of the plan; implementation; assessment of in-market effectiveness; and feedback. In developing countries, health has similarly been the greatest beneficiary to date of applied social marketing techniques. Family planning programs and oral rehydration therapy (ORT) projects have used social marketing techniques effectively in numerous developing countries. Social marketing has been even more widely applied in the sale of contraceptives in developing countries. Contraceptive social marketing (CSM) programs are well established in Bangladesh, Sri Lanka, India, Thailand, Nepal, Colombia, El Salvador, Jamaica, Mexico, and Egypt. More recently programs have been established in Honduras, Guatemala, Barbados, St. Vincent, and St. Lucia. SOMARC (Social Marketing for Change) is a project funded by the US Agency for International Development (AID) and is working with existing CSM programs and helping to launch new CSM programs. CSM programs are successfully functioning as legitimate marketing organizations in developing countries and are using local private sector resources in the process. Program results are encouraging. Social marketing requires both experience and sensitivity to local conditions. Many developing countries now have their own marketing resources

MARKETING COMMUNICATIONS AS A STRATEGIC FUNCTION OF MARKETING

OpenAIRE

Olimpia Oancea Ph.D Student; Victoria-Mihaela Brînzea Ph.D Student

2010-01-01

Today we put great emphasis on the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service, but also because of the long-term effects of communication. The purpose of this paper is to highlight the importance of marketing communications - as a strategic function - in the marketing activity of an organ...

Integrated marketing communications in sport organizations

OpenAIRE

Gašović Milan

2011-01-01

Integrated marketing communications represent the unification of organization's marketing and communication activities. Sports organizations have the emphasized need for effective communication with their environment (the public, the media, advertisers, sponsors, and other subjects interested in their offer). Elements of the integrated marketing communications are: advertising, personal selling, sales promotion, publicity, public relations, direct marketing, Internet communications etc. Each ...

Social media as a source of market information

Directory of Open Access Journals (Sweden)

Tomasz Kubiak

2017-06-01

Full Text Available Nowadays information plays an important role in the development of companies. Information constitutes the main source of building competitive advantage allowing to make a good business decision, which leads to a company’s success on the market. Conducting marketing research makes it possible to obtain valuable information, but unfortunately this method is usually associated with the necessity of bearing high costs and in many cases research itself is conducted in an incorrect way and delivers incorrect information. We live in the age of information society, which is associated with the rapid development of the Internet and tools using the Internet allowing various forms of communication. One of such tools are social media platforms, which are usually regarded as a place for building contact networks and communication with other users. It is worth pointing out here that thanks to their popularity social media have become a place which is more and more often noticed by companies. Almost every well-known brand has its profile in the social media, allowing the users of social media portals direct contact with products, or services offered by a particular brand. Persistent popularity of social media means that they are becoming a rich source of information, both about the users – current and potential clients, but also about rivals – companies with a similar profile of activity, actively operating in social networks. The starting point for further deliberations are issues associated with the functioning of social media as a place allowing to obtain market information, which in light of the concept of market intelligence constitutes an alternative to traditional marketing research.

MODEL OF MARKETING COMMUNICATIONS EFFECTIVENESS IN THE BUSINESS-TO-BUSINESS MARKETS

OpenAIRE

Jerman, Damjana; Završnik, Bruno

2012-01-01

Much of the research into marketing communications has focused on the consumer market with little regard to date for the business-to-business market. This paper focuses on a development and testing of a model of marketing communication effectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literature, the model (which incorporates facets of the marketing communication objectives, bidirectional communicat...

Integrated marketing communications in sport organizations

Directory of Open Access Journals (Sweden)

Gašović Milan

2011-01-01

Full Text Available Integrated marketing communications represent the unification of organization's marketing and communication activities. Sports organizations have the emphasized need for effective communication with their environment (the public, the media, advertisers, sponsors, and other subjects interested in their offer. Elements of the integrated marketing communications are: advertising, personal selling, sales promotion, publicity, public relations, direct marketing, Internet communications etc. Each of these elements has some specifics which marketing specialists in sports organizations need to understand.

New trends in the marketing communication

OpenAIRE

Monika Březinová

2008-01-01

In consequence of change of passive intake of the marketing information to the active intake from the consumer side is the marketing communication changing too, from the public communication to the targeted communication. This article is focusing on the new trends in marketing communications. The article compare the new ways of marketing communications and the traditional ways, in the area of acquisition cost, retention cost, and CRN cost, and next like the penetration of market, speed of res...

INTEGRATED MARKETING COMMUNICATION, INTRUMENT OF MODERN ORGANIZATIONS DEVELOPMENT IN TERMS OF SUSTAINABILITY

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Mihaela DIACONU

2016-08-01

Full Text Available This paper aims to provide, on the one hand, a conceptual framework of the importance that integrated marketing communication has acquired today and, on the other hand to outline an overview of the main communication tools used in Social Media.. The methodology used was the literrature review. The main conclusions of this study show that marketing communication environment has changed greatly. Technology and the Internet have fundamentally changed the way people and businesses communicate and interact. Integrated marketing communication is the means by which companies inform, persuade and remind consumers, directly or indirectly, on the products and / or services they market. Consequently, integrated marketing communication has become a fundamental aspect, a business vision and an essential factor in the success of marketing activity. Most of today's businesses are achieved through digital networks that are designed to connect people and companies. The online environment has fundamentally changed consumer notions about comfort, speed, price, product and services information. The result is a new way to create value for customers and build long-term and profitable relationships with them

Couples’ Notions About Preconception Health: Implications for Framing Social Marketing Plans

Science.gov (United States)

Lewis, Megan A.; Mitchell, Elizabeth W.; Levis, Denise M.; Isenberg, Karen; Kish-Doto, Julia

2015-01-01

Purpose To understand couples’ notions of preconception health (PCH) and to inform the development of social marketing plans focused on PCH. Approach/Design We used a social marketing perspective to understand how couples considered PCH as a product, its potential price, how it should be promoted, and in what type of places it should be promoted. These variables are typically referred to as the four social marketing P’s. Setting Telephone interviews with couples recruited from a national database. Participants A total of 58 couples (116 individuals) were segmented by five couple segments based on pregnancy planning intention and current parental status in which the wife or partner was 18 to 44 years of age. The five segments were combined into three categories: couples who were planning pregnancies, couples who were not planning pregnancies, or couples who were recent parents (interconception). Method Couple-based structured interviews lasting approximately 45 to 60 minutes were conducted via telephone. Questions inquired about couples’ experience with PCH and the four social marketing P’s. Results Commonalities existed across the four social marketing P’s for the different couple segments. Notable couple-related themes that emerged included the importance of couple communication, support, and relationship quality. PCH was more relevant for couples planning a pregnancy, but nonplanning couples understood the benefits of PCH and related behaviors. Conclusion Couples may be an important target audience when considering social marketing approaches for PCH. Many couples perceived the relevance of the issue to important aspects of their lives, such as health, family, and their relationships. PMID:23286659

Couples' notions about preconception health: implications for framing social marketing plans.

Science.gov (United States)

Lewis, Megan A; Mitchell, Elizabeth W; Levis, Denise M; Isenberg, Karen; Kish-Doto, Julia

2013-01-01

To understand couples' notions of preconception health (PCH) and to inform the development of social marketing plans focused on PCH. APPROACH/DESIGN: We used a social marketing perspective to understand how couples considered PCH as a product, its potential price, how it should be promoted, and in what type of places it should be promoted. These variables are typically referred to as the four social marketing P's. Telephone interviews with couples recruited from a national database. A total of 58 couples (116 individuals) were segmented by five couple segments based on pregnancy planning intention and current parental status in which the wife or partner was 18 to 44 years of age. The five segments were combined into three categories: couples who were planning pregnancies, couples who were not planning pregnancies, or couples who were recent parents (interconception). Couple-based structured interviews lasting approximately 45 to 60 minutes were conducted via telephone. Questions inquired about couples' experience with PCH and the four social marketing P's. Commonalities existed across the four social marketing P's for the different couple segments. Notable couple-related themes that emerged included the importance of couple communication, support, and relationship quality. PCH was more relevant for couples planning a pregnancy, but nonplanning couples understood the benefits of PCH and related behaviors. Couples may be an important target audience when considering social marketing approaches for PCH. Many couples perceived the relevance of the issue to important aspects of their lives, such as health, family, and their relationships.

La estrategia de medios sociales, el Inbound Marketing y la estrategia de contenidos: Marketing de Atracción 2.0

OpenAIRE

Castelló-Martínez, Araceli

2013-01-01

The paper delves into the parts that make up the social media strategy for a company, a product/service or a brand, as well as new concepts that have emerged in the field of marketing and digital communication in recent years to explain new trends, new approaches and, in short, the application of 2.0 philosophy in the business communication field, such as Social CRM, Social Commerce, Inbound Marketing, Online Reputation Management (ORM), Impact On Relationship (IOR) or Key P...

COMMUNICATING WITH TARGET MARKET ENVIRONMENT

OpenAIRE

Stanka Djurić; Svetlana Trajković

2016-01-01

The generally accepted definition that related to conceptual determination of market communication has not been performed. However, market communication can be defined as a set of activities and natural relationships that companies in various branches of authorities and business activities are established with other business organizations, and in order to establish a successful primary market communication, establishing a larger market share and the effective realization of the final go...

The role and importance of social media in communicating brand value

Directory of Open Access Journals (Sweden)

Đukić Suzana

2011-01-01

Full Text Available Communication between consumers is the most important way of communicating value and forming opinions on brands and enterprises. The expansion of communication technologies has made communication between people easier and provided the links with consumers on a radically new basis. Virtual space represents a dominant meeting place for people with similar interests. Thus, virtual consumer communities across the world preferring and committed to same brands have been created. Members are loyal to communities they belong to and participate actively and indirectly in modeling and developing them. By expressing their own opinions and exploring others, consumers influence and help each other in finding solutions for certain situations in buying and consumption. Considering the intensity of the exchange of information, opinions, experience and ideas, one can speak about the expansion of communication messages that are exchanged in the virtual space and social media as transfer channels. These are the media formed by consumers themselves, who control the information communicated through them. Because of the importance of massages exchanged through them and their impact on consumer behavior, social media have an important place in integrated marketing communications. Although enterprises cannot completely control the communication within social media, the efficiency of marketing communication can be realized by providing conditions for friendly, correct, continuous and transparent message exchange between consumers and enterprises as well as between consumers themselves. The paper examines the communication possibilities of social media determining their role and importance in communicating value in the market for the purpose of enhancing consumer loyalty and creating image and professional respectability of the enterprise.

CDC MessageWorks: Designing and Validating a Social Marketing Tool to Craft and Defend Effective Messages

Science.gov (United States)

Cole, Galen E.; Keller, Punam A.; Reynolds, Jennifer; Schaur, Michelle; Krause, Diane

2016-01-01

The Centers for Disease Control and Prevention’s Division of Cancer Prevention and Control, in partnership with Oak Ridge Associated Universities, designed an online social marketing strategy tool, MessageWorks, to help health communicators effectively formulate messages aimed at changing health behaviors and evaluate message tactics and audience characteristics. MessageWorks is based on the advisor for risk communication model that identifies 10 variables that can be used to predict target audience intentions to comply with health recommendations. This article discusses the value of the MessageWorks tool to health communicators and to the field of social marketing by (1) describing the scientific evidence supporting use of MessageWorks to improve health communication practice and (2) summarizing how to use MessageWorks and interpret the results it produces. PMID:26877714

CHARACTERISTIC OF THE COMPLEX MARKETING COMMUNICATIONS ELEMENTS

Directory of Open Access Journals (Sweden)

Natalia Kovalenko

2017-07-01

Full Text Available Purpose: The purpose and objectives of the article are detailed characterization of marketing communication’s elements and characteristics of synthetic and communications. Methods: The stages of the campaign and main advantages and disadvantages of advertising have been disclosed and analyzed in the article. The marketing communication and some elements of marketing communications, the issues of formation and development of the theory of marketing communications have been studied. Results: This article describes the elements of marketing communications factors and basic tools of marketing communications: advertising, personal selling, complex sales promotion, publicity and public relation, direct marketing. Discussion: Companies must also transmit information to customers and carefully carry out selection of such information. For this order is a complex system of marketing communications. Often marketing communications identified with the products promotion which leads to a false understanding of the nature and, consequently, to the irrational use potential of marketing communications in market activity.

Strategic planning to reduce conflicts for offshore wind development in Taiwan: A social marketing perspective.

Science.gov (United States)

Chen, Jyun-Long; Liu, Hsiang-Hsi; Chuang, Ching-Ta

2015-10-15

This study aims to improve the current inefficiency and ineffectiveness of communications among stakeholders when planning and constructing offshore wind farms (OWFs). An analysis using a social marketing approach with segmentation techniques is used to identify the target market based on stakeholders' perceptions. The empirical results identify three stakeholder segments: (1) impact-attend group; (2) comprehensive group; and (3) benefit-attend group. The results suggest that communication should be implemented to alter stakeholders' attitudes toward the construction of OWFs. Furthermore, based on the results of segmentation, target markets are identified to plan the communication strategies for reducing the conflicts among stakeholders of OWF construction. The results also indicated that in the planning phase of construction for OWFs, effective stakeholder participation and policy communication can enhance the perception of benefits to reduce conflict with local communities and ocean users. Copyright © 2015 Elsevier Ltd. All rights reserved.

Communication and marketing as tools to cultivate the public's health: a proposed "people and places" framework.

Science.gov (United States)

Maibach, Edward W; Abroms, Lorien C; Marosits, Mark

2007-05-22

Communication and marketing are rapidly becoming recognized as core functions, or core competencies, in the field of public health. Although these disciplines have fostered considerable academic inquiry, a coherent sense of precisely how these disciplines can inform the practice of public health has been slower to emerge. In this article we propose a framework--based on contemporary ecological models of health--to explain how communication and marketing can be used to advance public health objectives. The framework identifies the attributes of people (as individuals, as social networks, and as communities or populations) and places that influence health behaviors and health. Communication, i.e., the provision of information, can be used in a variety of ways to foster beneficial change among both people (e.g., activating social support for smoking cessation among peers) and places (e.g., convincing city officials to ban smoking in public venues). Similarly, marketing, i.e., the development, distribution and promotion of products and services, can be used to foster beneficial change among both people (e.g., by making nicotine replacement therapy more accessible and affordable) and places (e.g., by providing city officials with model anti-tobacco legislation that can be adapted for use in their jurisdiction). Public health agencies that use their communication and marketing resources effectively to support people in making healthful decisions and to foster health-promoting environments have considerable opportunity to advance the public's health, even within the constraints of their current resource base.

A study on the effects of marketing communication using integrated marketing communication

OpenAIRE

Solmaz Sellahvarzi; Vahid Reza Mirabi; Mehdi Iran Nejad Parizi

2014-01-01

Integrated Marketing Communication (IMC) is one of the needed concepts in competitive edge. IMC is defined as a cross functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or impacting all messages sent to these groups. It ensures that all forms of communications and messages are carefully linked together. This study investigates the effectiveness of marketing communication in an Iranian automaker named Khodr...

Use of marketing communication tools by micro and small enterprises : A case study based on three small restaurants in Umeå

OpenAIRE

Atik Gumuscu, Sezen

2017-01-01

Changing and development characterize all areas of life in contemporary world, also businesses have begun to move from traditional marketing approaches to relationship marketing which is a customer based approach. New marketing strategies and application have developed for reaching more customers and keeping existing customers. Marketing communication tools are one of these marketing strategies. However, the application of these strategies like marketing communication tools is based on enterp...

Social Life Cycle Approach as a Tool for Promoting the Market Uptake of Bio-Based Products from a Consumer Perspective

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Pasquale Marcello Falcone

2018-03-01

Full Text Available The sustainability of bio-based products, especially when compared with fossil based products, must be assured. The life cycle approach has proven to be a promising way to analyze the social, economic and environmental impacts of bio-based products along the whole value chain. Until now, however, the social aspects have been under-investigated in comparison to environmental and economic aspects. In this context, the present paper aims to identify the main social impact categories and indicators that should be included in a social sustainability assessment of bio-based products, with a focus on the consumers’ category. To identify which social categories and indicators are most relevant, we carry out a literature review on existing social life cycle studies; this is followed by a focus group with industrial experts and academics. Afterwards, we conduct semi-structured interviews with some consumer representatives to understand which social indicators pertaining to consumers are perceived as relevant. Our findings highlight the necessity for the development and dissemination of improved frameworks capable of exploiting the consumers’ role in the ongoing process of market uptake of bio-based products. More specifically, this need regards the effective inclusion of some social indicators (i.e., end users’ health and safety, feedback mechanisms, transparency, and end-of-life responsibility in the social life cycle assessment scheme for bio-based products. This would allow consumers, where properly communicated, to make more informed and aware purchasing choices, therefore having a flywheel effect on the market diffusion of a bio-based product.

Social media as marketing tool for SMEs: opportunities and challenges

Directory of Open Access Journals (Sweden)

Blerta Rugova

2016-11-01

Full Text Available Social media is a phenomenon that has transformed the interaction and communication of individuals throughout the world. Especially, social networking websites are very popular and have become daily practice in a lot of people’s lives. These sites have made significant impact on the individual’s life. However, social media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. There is a constant rise in social networking and therefore impact of social networks is becoming stronger every day, into each kind of business. Social media are often used as a source of information and spread of knowledge changing people’s views and opinions. They belong among very important business marketing tactics and help to create new business opportunities, develop a stronger market position or modify consumer’s behaviour. Therefore, in developed countries, social media are gaining popularity and are increasingly used in regular operations of many companies, including start-ups, small, medium-sized, and large organizations. But it seems that in emerging economies such as Kosovo, Albania and other neighbour countries, marketing over social media is not taken that seriously, especially by SMEs. There are some companies who have shown interest and have created their presence, yet there is no serious focus in this innovative marketing tool. The study deals with the issue of social media and its influence on SMEs. It classifies social media and explores the possibilities and challenges of social networks in business. The authors describe features and the evolution of social media, including major social networking sites that came into existence during the 21st century. The purpose of the paper is to review the academic literature on the opportunities and challenges of using social media from SMEs, as well as identifying factors that drive social media marketing adoption and usage in SMEs. This

The use of social media in communication and branding

OpenAIRE

Ewa Jaska; Agnieszka Werenowska

2014-01-01

Searching for information on products and services combined with the growing interest in social media make them important channels of marketing communication and more and more companies see their advertising potential. In order to demonstrate the role of social media in shaping the corporate image and branding the paper discusses the reasons for companies’ interest in this form of communication, its application in the internal communication system as well as the benefits and risks of a brand ...

Training community health students to develop community-requested social marketing campaigns: an innovative partnership.

Science.gov (United States)

Lindsey, Billie J; Hawk, Carol Wetherill

2013-01-01

This paper describes a sustained partnership between a university community health program and local and regional community health agencies. As a key component of the Health Communication and Social Marketing course, the partnership involves undergraduate community health students working for and with community agencies and community members to design social marketing campaigns based on community-identified health needs. The goals of the course are to (1) provide students with the opportunity to work within the community to apply their skills in program planning, evaluation, and communication and (2) provide community agencies with a tailored campaign that can be implemented in their communities. Throughout the 10-week quarter, teams of students follow the principles of community participation in planning a social marketing campaign. These include (1) audience segmentation and formative assessment with the intended audience to determine campaign content and strategies and (2) pretesting and revisions of campaign messages and materials based on community feedback. This partnership contributes to the promotion of health in the local community and it builds the skills and competencies of future health educators. It demonstrates a successful and sustainable combination of community-based participatory research and experiential learning. From 2005 to 2011, 35 campaigns have been developed, many which have been implemented.

COMMUNICATING WITH TARGET MARKET ENVIRONMENT

Directory of Open Access Journals (Sweden)

Stanka Djurić

2016-07-01

Full Text Available The generally accepted definition that related to conceptual determination of market communication has not been performed. However, market communication can be defined as a set of activities and natural relationships that companies in various branches of authorities and business activities are established with other business organizations, and in order to establish a successful primary market communication, establishing a larger market share and the effective realization of the final goal, and certainly in market conditions that is profit. Activity which the company conducts are reduced to preparatory activities for the establishment of better relations with market operators, defining long-term strategies for successful business communication. The company has contact with their immediate environment, both internal and external. This, external environment emphasizing significantly because it consists of other economic organizations and entities, legal and regulatory bodies and consumers in order to take better starting position, preservation of the existing market share and also or extension thereof.

ASPECTS REGARDING THE USE OF SOCIAL MEDIA IN QUALITATIVE MARKETING RESEARCH

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Mirela Cristina VOICU

2015-07-01

Full Text Available In order to carry out an efficient marketing activity, it is well known that entrepreneurs have to find out, first of all, where and how consumers spend their time, what are the communication channels and forms they prefer and then try to interact with the customers on their territory and on their own terms. The forms of communication that are gaining momentum currently, are taking place online, especially in the social media. A growing number of consumers have become open towards and familiar with social media, sharing their opinions daily through these means. Since the emergence of the social media phenomenon, its use has grown and has become widespread in a short period of time. In response to this phenomenon, social media marketing has developed at a similar pace and in a similar direction, and this is also reflected in the existing opportunities for using social media in qualitative marketing research.

How acceptable is social marketing for more healthful eating?

DEFF Research Database (Denmark)

Aschemann-Witzel, Jessica; Eulert, Federico Jose Armando Perez C.; Niedzwiedzka, Barbara

2013-01-01

The social marketing approach – that is to say applying marketing concepts and methods for social purposes – is not yet customary in promoting a balanced diet. Key success factors for communicating health-related information were identified in a case study exploring successful commercial food...... marketing. In a subsequent Delphi expert survey, it was discussed which resources and skills are needed to successfully implement these factors in public campaigns. Most experts advocated their use, but suggested a number of conditions for their responsible use. They discussed public authorities’ strengths...

The message development tool: a case for effective operationalization of messaging in social marketing practice.

Science.gov (United States)

Mattson, Marifran; Basu, Ambar

2010-07-01

That messages are essential, if not the most critical component of any communicative process, seems like an obvious claim. More so when the communication is about health--one of the most vital and elemental of human experiences (Babrow & Mattson, 2003). Any communication campaign that aims to change a target audience's health behaviors needs to centralize messages. Even though messaging strategies are an essential component of social marketing and are a widely used campaign model, health campaigns based on this framework have not always been able to effectively operationalize this key component, leading to cases where initiating and sustaining prescribed health behavior has been difficult (MacStravic, 2000). Based on an examination of the VERB campaign and an Australian breastfeeding promotion campaign, we propose a message development tool within the ambit of the social marketing framework that aims to extend the framework and ensure that the messaging component of the model is contextualized at the core of planning, implementation, and evaluation efforts.

Social media as marketing tool for SMEs: opportunities and challenges

OpenAIRE

Blerta Rugova; Burim Prenaj

2016-01-01

Social media is a phenomenon that has transformed the interaction and communication of individuals throughout the world. Especially, social networking websites are very popular and have become daily practice in a lot of people’s lives. These sites have made significant impact on the individual’s life. However, social media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. There is a constant rise in social networking and...

The communications model of using social network by sports clubs

OpenAIRE

S. Kowalski

2012-01-01

This article presents a model of marketing communications using social network by sports clubs. It presents the links between the sports club and its environment and uses of the Internet to promote it. The model of communication is composed of the elements responsible for the success of marketing in the web. Article also includes recommendations for using the model in practice.

Simulation based decision support for strategic communication and marketing management concerning the consumer introduction of smart energy meters

Directory of Open Access Journals (Sweden)

Jeroen STRAGIER

2013-07-01

Full Text Available Communication and marketing professionals make strategic decisions in highly complex and dynamic contexts. These decisions are highly uncertain on the outcome and process level when, for example, consumer behaviour is at stake. Decision support systems can provide insights in these levels of uncertainty and the professional process of decision making. However, literature describing decision support tools for strategic communication and marketing management that provide clear insights in uncertainty levels is lacking. This study therefore aims at developing a consumer behaviour simulation module as an important element of such a future decision support tool. The consumer behaviour simulation we propose in this paper is based on data collected from a survey among 386 households with which a behavioural change model was calibrated. We show how various decision scenarios for strategic communication and marketing challenges can be explored and how such a simulation based decision support system can facilitate strategic communication and marketing management concerning the introduction of a smart energy meter.

Integrating social media and social marketing: a four-step process.

Science.gov (United States)

Thackeray, Rosemary; Neiger, Brad L; Keller, Heidi

2012-03-01

Social media is a group of Internet-based applications that allows individuals to create, collaborate, and share content with one another. Practitioners can realize social media's untapped potential by incorporating it as part of the larger social marketing strategy, beyond promotion. Social media, if used correctly, may help organizations increase their capacity for putting the consumer at the center of the social marketing process. The purpose of this article is to provide a template for strategic thinking to successfully include social media as part of the social marketing strategy by using a four-step process.

The necessity of the use of social networks as an ingredient of computer-integrated marketing communications for advancement of higher educational establishments

Directory of Open Access Journals (Sweden)

Kostiuk Mariia

2016-04-01

Full Text Available The volume of demand and supply on educational services constantly grows and education becomes the perspective sphere of the Ukrainian economy. In the conditions of the permanent increased competition between educational establishments, it is impossible to do without marketing, namely - to marketing of educational services. The article substantiates the necessity of the use of computer-integrated marketing communications in advancement of higher educational establishment. It considers questions of advancement of higher educational establishments and educational services in Internet, analyses indexes of advancement of higher educational establishment in «VKontakte» social network. The recommendations for the promotion of universities in social networks were formulated on the basis of the study results.

The effectiveness of marketing communications on the business-to-business markets

OpenAIRE

Žabkar, Vesna; Završnik, Bruno; Jerman, Damjana

2015-01-01

The composition of communication mix and the integration of the different instruments vary with time and also depend on type of product market (consumer or business-to-business). This paper focuses on a development and testing of the model of marketing communication effectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literatures, the model (which incorporates concepts of the source of communication, c...

Potential of the social media as instruments of higher education marketing: a segmentation study

NARCIS (Netherlands)

Constantinides, Efthymios; Zinck Stagno, Marc C.

2011-01-01

The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show

The matter of marketing communication of music festivals in Czech Republic

OpenAIRE

Podivinská, Michaela

2010-01-01

Theoretical part of this bachelor thesis focuses on arts marketing, marketing communications and commercial communications in general, and marketing and communication mix of music festivals. In practical part of the thesis I present a particular music festival Podblaník. Based on available information I analyze the marketing and communication mix of music festival Podblaník and its promotion campaign. In the last part of this work propose my own recommendation for the future activities of mar...

Social marketing in travel demand management

DEFF Research Database (Denmark)

Thøgersen, John

2013-01-01

Social marketing is an increasingly popular means of Travel Demand Management (TDM) for promoting non-car modes of travel that has proven to be effective, in particular if combined with structural improvements. Successful social marketing is based on a thorough understanding of targeted people......’s needs, wants, and perceived barriers. It uses a combination of means to create an attractive offering tailored to these needs, wants, and perceived barriers. It applies established marketing techniques for catching attention to the offerings. However, there are limits to what social marketing can...... accomplish. In particular, social marketing is limited to cases where only perceived and not real barriers prevent people from using alternative travel modes. A review is given of research on and practical experiences of social marketing in TDM as a basis for evaluating its usefulness....

Eating for the better: a social marketing review (2000-2012).

Science.gov (United States)

Carins, Julia E; Rundle-Thiele, Sharyn R

2014-07-01

The present study sought to identify both the ingredients for success and the potential impediments to social marketing effectiveness for healthy eating behaviour, focusing on studies conducted over the last 10 years. A comprehensive literature review was undertaken examining seventeen databases to identify studies reporting the use of social marketing to address healthy eating. Thirty-four empirical studies were analysed to examine the effectiveness of social marketing interventions to improve healthy eating behaviour using Andreasen's (2002) social marketing benchmark criteria. Statistical analysis was undertaken to quantitatively evaluate whether effectiveness varied between study categories (subsets). Healthy eating empirical studies published from 2000 onwards. Empirical studies that self-identified as social marketing. Sixteen social marketing studies (subset 1) were identified in the review. These were systematic studies which sought to change behaviour through tailored solutions (e.g. use of marketing tools beyond communication was clearly evident) that delivered value to the target audience. For these sixteen studies, the mean number of criteria identified was five. Six studies met all six criteria. Positive change to healthy eating behaviour was found in fourteen of sixteen studies. The sixteen studies that met the definition of social marketing used significantly more of Andreasen's (2002) criteria and were more effective in achieving behavioural change than the eighteen studies in subset 2. Social marketing is an involved process and it is important that studies identifying as social marketing adopt social marketing benchmark criteria. Social marketing when employed to its full extent offers the potential to change healthy eating.

INTEGRATED MARKETING COMMUNICATION IN POLITICS?

Directory of Open Access Journals (Sweden)

Ovidiu-Aurel GHIUŢĂ

2009-06-01

Full Text Available The current study has practical applicability in politic al domain and theoretical involvement at politicalmarketing communication level. The type of the research is a qualitative one, using as survey methods scientificobservation and documentary search. The aim of the research is to prove the applicability of marketing communicationconcept integrated in political marketing and global marketing communication. There are also exceptions, justanalyzing the industry – politics, in which integrated communication can’t be considered global communication.The subject of integrated marketing communication is relatively a new one in marketing (two decades, but itsapplicability in political domain and the specifications that assumes this application represents o new vision atEuropean and worldwide level. This study clearly presents the differences between the integrated marketingcommunication and global marketing communication.In documentary research, the author used studies belonging to Anglo – Saxons theoreticians and practitioners(Americans, Canadians, British but also Europeans (French, Belgians, Romanians. The main reason is the fact that inmarketing domain on extremely narrow scientific sections the visions belonging to these two main orientations aren’talways equable. Also, in scientific observation, t he research analyses political events from United States of America,France and Romania. Due to this reason, we can affirm that the current study has not only a regional applicability butalso a global one.

Identifying marketing communication media that are influential to consumers

Directory of Open Access Journals (Sweden)

Safura M. Kallier

2016-11-01

Full Text Available Marketing communication is essential for any business as it informs the consumer about the business and the products and services that it offers. The way in which the retailer decides to communicate with the customer is important as it can influence the consumer to purchase from the retailer. With the rapid increase in new communication mediums, retailers now have much more mediums at their disposal to communicate and interact with their customers. This study thus aimed to determine which mediums of marketing communication media is most influential for the consumer. Convenience sampling was used for this study and a self-administered web-based questionnaire was used to collect the data. The data was collected from available consumers in the Gauteng province of South Africa. The results indicated that consumers regard marketing communication mediums such as television, radio as influential and would react to marketing communication that included discounts and vouchers.

Breastfeeding social marketing: lessons learned from USDA's "Loving Support" campaign.

Science.gov (United States)

Pérez-Escamilla, Rafael

2012-10-01

Social marketing involves the application of commercial marketing principles to advance the public good. Social marketing calls for much more than health communications campaigns. It involves four interrelated tasks: audience benefit, target behavior, essence (brand, relevance, positioning), and developing the "4Ps" (product, price, place, promotion) marketing mix. The ongoing U.S. Department of Agriculture "Loving Support Makes Breastfeeding Work" campaign was launched in 1997 based on social marketing principles to increase breastfeeding initiation rates and breastfeeding duration among Special Supplemental Nutrition Program for Women, Infants and Children (WIC) participants. Since then there have been improvements in breastfeeding duration in the country, and the majority of WIC women now initiate breastfeeding. Breastfeeding in public places is still not well accepted by society at large, and any and exclusive breastfeeding durations remain exceedingly low. Lessons learned from "Loving Support" and other campaigns indicate that it is important to design social marketing campaigns to target the influential societal forces (e.g., family and friends, healthcare providers, employers, formula industry, legislators) that affect women's decision and ability to breastfeed for the recommended amount of time. This will require formative research that applies the social-ecological model to different population segments, taking and identifying the right incentives to nudge more women to breastfeed for longer. Any new breastfeeding campaign needs to understand and take into account the information acquisition preferences of the target audiences. The vast majority of WIC women have mobile devices and are accessing social media. The Brazilian experience indicates that making breastfeeding the social norm can be done with a solid social marketing strategy. This is consistent with the recently released "Six Steps to Achieve Breastfeeding Goals for WIC Clinics," which identifies

Orthodontic marketing through social media networks: the patient and practitioner's perspective.

Science.gov (United States)

Nelson, Kristin L; Shroff, Bhavna; Best, Al M; Lindauer, Steven J

2015-11-01

To (1) assess orthodontic patient and practitioner use of and preferences for social media and (2) investigate the potential benefit of social media in marketing and communication strategies in orthodontic practices. A survey was developed and randomly distributed to orthodontists via the American Association of Orthodontists and to patients/parents via private practices throughout the United States. Participants were asked to answer questions related to their use of social media and their perceptions of the use of social media in the orthodontic practice. Of the participants, 76% of orthodontists and 89% of patients/parents use social media. Furthermore, Facebook was the social media platform that was most preferred. Social media use was more common in female and younger adult participants. Orthodontists posted information more often in the morning (40%) and afternoon (56%), and patients/parents used social media mainly in the evening (76%). The most commonly used marketing strategies in the orthodontic practices were social media (76%) and a practice website (59%). Social media and practice websites were positively related with new patient starts (P  =  .0376, P  =  .0035, respectively). Most orthodontists and patients/parents used social media. Social media may be an effective marketing and communication tool in an orthodontic practice.

Social Media: a way of activism in digital marketing communication

Directory of Open Access Journals (Sweden)

Irene García Medina

2012-08-01

Full Text Available Hoje, as mídias sociais são a nova forma de ativismo em comunicação de marketing digital. As empresas não são mais os donos exclusivos da relação dos consumidores com seus produtos / serviços; em vez disso, a sobrevivência das organizações depende da utilização efetiva dos meios de comunicação social. Os consumidores confiam nas outras pessoas para fornecer recomendações sobre produtos e serviços de uma forma muito ativa, e é importante saber como e porque as mídias sociais influenciam as organizações. Este estudo analisa através de uma revisão da literatura a importância do ativismo através da mídia social para comunicação de marketing digital e propõe um modelo de negócio para as estratégias de marketing de sucesso.

Nuclear communications and deregulated energy market

International Nuclear Information System (INIS)

Ruuskanen, Antti

1998-01-01

The electricity market a over the world is facing the most profound change ever. The market is to be deregulated, competition will be increased and companies privatised. The boom started from the UK but today the Nordic market is the most liberalised in the world. Nordic market consists of annual power sales around 350 TWh and only a modest growth potential of 12 percent per year. All fuels and all technologies meet in the marketplace. Nuclear has its good one fourth share of the production there. Nuclear is clearly for base-load with low marginal costs next to hydro electric power. There are four major players in the Nordic market. Swedish Vattenfall, IVO Group and Swedish Sydkraft are the three biggest in that order, and all of them have nuclear assets. The market is characterised by lowest power prices in Europe, two electricity exchanges and continuous power trade across the borders. The described market change from national and less open utility driven sector has clear impacts to companies strategies and consequently also to communications. All these circumstances demand, New target groups from corporate communications' point of view; new communications language to change to more business-like; new insider rules and new information practices; new business orientated journalists against a new reference group. This all opens new challenges and possibilities to re-build nuclear image. Market economy in electricity will also ease governmental nationally oriented energy policies and let market forces to decide whether investments are viable or not. This is positive for nuclear - again if and only if the power plants are managed in an economically viable way. Deregulation may open the market from political deadlock to new nuclear investments in case the above mentioned requirements are correct. All in all, market change comes sooner or later to regions not yet liberalised. It will challenge nuclear companies and their communications. The change always creates

One Size (Never) Fits All: Segment Differences Observed Following a School-Based Alcohol Social Marketing Program

Science.gov (United States)

Dietrich, Timo; Rundle-Thiele, Sharyn; Leo, Cheryl; Connor, Jason

2015-01-01

Background: According to commercial marketing theory, a market orientation leads to improved performance. Drawing on the social marketing principles of segmentation and audience research, the current study seeks to identify segments to examine responses to a school-based alcohol social marketing program. Methods: A sample of 371 year 10 students…

Integrated marketing communications at solar energy equipment market

OpenAIRE

I.L. Litovchenko; I.A. Shkurupskaya

2013-01-01

The aim of the article. The article is devoted to the development of the concept of «integrated marketing communications», as well as its adaptation to a specific market of solar energy equipment. The theoretical development of foreign and domestic scholars in the field of IMC is considered. The aim of the article is to define the concept of «integrated marketing communications» and use them in the market of solar еnergy equipment in an information economy. The author's definition of the c...

CSR Communication Strategies for Organizational Legitimacy in Social Media

DEFF Research Database (Denmark)

Colleoni, Elanor

2013-01-01

is to investigate which corporate communication strategy adopted in online social media is more effective to create convergence between corporations' corporate social responsibility (CSR) agenda and stakeholders' social expectations, and thereby, to increase corporate legitimacy. Design/methodology/approach – Using....... Empirical findings show that, even when engaging in a dialogue, communication in social media is still conceived as a marketing practice to convey messages about companies. Originality/value – This paper originally investigates organizational legitimacy in the context of social media by applying advanced...... the entire Twitter social graph, a network analysis was carried out to study the structural properties of the CSR community, such as the level of reciprocity, and advanced data mining techniques, i.e. topic and sentiment analysis, were carried out to investigate the communication dynamics. Findings...

Competition as an Effective Tool in Developing Social Marketing Programs: Driving Behavior Change through Online Activities

Directory of Open Access Journals (Sweden)

Corina ŞERBAN

2011-12-01

Full Text Available Nowadays, social marketing practices represent an important part of people’s lives. Consumers’ understanding of the need for change has become the top priority for social organizations worldwide. As a result, the number of social marketing programs has increased, making people reflect more on their behaviors and on the need to take action. Competition in social marketing can bring many benefits. The more programs initiated, the more people will start to involve in society’s problems, hereby contributing to beneficial causes. However, social organizations are in the search for competitive advantages to differentiate them on the market. This paper aims to present the role of online communication in driving competitive advantage for social organizations. Using the structural equation model, the paper describes the relations between four characteristics of the online communication: credibility, attractiveness, persuasion and promotion and then presents the correlations between these variables and website competitiveness. The resulting model shows that owning a competitive advantage in social marketing can bring many advantages to both the non-profit organization and the consumer. Therefore, the online environment can be considered a good solution for better serving consumers’ social needs. Its contribution is significant especially in programs for children and adolescents, since teenagers spend more time on the Internet than adults and are more open to using the online channels of communication. In conclusion, this article opens new opportunities for social marketers to address society’s problems and supports the integration of the online communication tools in the competition strategy.

Mobile marketing communications in consumer markets

OpenAIRE

Leppäniemi, M. (Matti)

2008-01-01

Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communic...

Integrated marketing communication strategies: A case of Telkomsel as the best mobile operator in Indonesia

OpenAIRE

Darmawan, Stefi Landra; Perdana, Abhirama SD

2017-01-01

These days, a combination of numerous marketing activities is an essential concept that needs to be kept in mind especially with the rapid development of new technology, media, and social media. Also, with the high competition and costs, businessmen or marketers are looking for ways to improve the effectiveness of their marketing communications programs by carefully observing, selecting, and combining appropriate communications tools to maximize their marketing budgets. Not only to gain bigge...

MARKETING COMMUNICATION IN THE INTERNET

Directory of Open Access Journals (Sweden)

Simona Duhalm

2008-12-01

Full Text Available Currently, communication becomes more complex, faster and more dynamic every day. In this context, communication switches channels on traditional media to online applications. Thus, the electronic communication threatens, if not take the physical communication. We live in the era of information and the information they seek more ways than quick, cheap and accessible spread. Among the most common methods of electronic communication including website, electronic newsletter, blog and email custom. Online marketing has its roots in traditional marketing, but branch out and in a very obvious due to a unique features: interactivity. On the Internet, communication takes place in two directions and not just one, as in traditional marketing. At the same time, sellers and buyers can complete transactions from their homes or offices, at any time of day or night. Online marketing offers the advantage of presenting the interactive promotional materials that can meet the expectations of each type of buyer. Instead of creating a single message, as happens in the promotion of mass, marketing online allows the creation of "interactive brochure" that allow potential customers to choose the information that they want to see and when they want to see. Changing consumer behavior have had thoughts of marketing people who understand that the Internet is a very effective tool to attract, retain and loyalty the customer.

Communication with market segments - travel agencies' perspective

OpenAIRE

Lorena Bašan; Jasmina Dlačić; Željko Trezner

2013-01-01

Purpose – The purpose of this paper is to research the travel agencies’ communication with market segments. Communication with market segments takes into account marketing communication means as well as the implementation of different business orientations. Design – Special emphasis is placed on the use of different marketing communication means and their efficiency. Research also explores business orientation adaptation when approaching different market segments. Methodology – In explo...

Entrepreneurs' characteristics and marketing communication ...

African Journals Online (AJOL)

Entrepreneurs' characteristics and marketing communication practices of SMEs in South Africa. ... no significant difference in the marketing communication tools adopted by SMEs on the basis of gender ... EMAIL FULL TEXT EMAIL FULL TEXT

Segmentation of overweight Americans and opportunities for social marketing.

Science.gov (United States)

Kolodinsky, Jane; Reynolds, Travis

2009-03-08

The food industry uses market segmentation to target products toward specific groups of consumers with similar attitudinal, demographic, or lifestyle characteristics. Our aims were to identify distinguishable segments within the US overweight population to be targeted with messages and media aimed at moving Americans toward more healthy weights. Cluster analysis was used to identify segments of consumers based on both food and lifestyle behaviors related to unhealthy weights. Drawing from Social Learning Theory, the Health Belief Model, and existing market segmentation literature, the study identified five distinct, recognizable market segments based on knowledge and behavioral and environmental factors. Implications for social marketing campaigns designed to move Americans toward more healthy weights were explored. The five clusters identified were: Highest Risk (19%); At Risk (22%); Right Behavior/Wrong Results (33%); Getting Best Results (13%); and Doing OK (12%). Ninety-nine percent of those in the Highest Risk cluster were overweight; members watched the most television and exercised the least. Fifty-five percent of those in the At Risk cluster were overweight; members logged the most computer time and almost half rarely or never read food labels. Sixty-six percent of those in the Right Behavior/Wrong Results cluster were overweight; however, 95% of them were familiar with the food pyramid. Members reported eating a low percentage of fast food meals (8%) compared to other groups but a higher percentage of other restaurant meals (15%). Less than six percent of those in the Getting Best Results cluster were overweight; every member read food labels and 75% of members' meals were "made from scratch." Eighteen percent of those in the Doing OK cluster were overweight; members watched the least television and reported eating 78% of their meals "made from scratch." This study demonstrated that five distinct market segments can be identified for social marketing

Segmentation of overweight Americans and opportunities for social marketing

Directory of Open Access Journals (Sweden)

Reynolds Travis

2009-03-01

Full Text Available Abstract Background The food industry uses market segmentation to target products toward specific groups of consumers with similar attitudinal, demographic, or lifestyle characteristics. Our aims were to identify distinguishable segments within the US overweight population to be targeted with messages and media aimed at moving Americans toward more healthy weights. Methods Cluster analysis was used to identify segments of consumers based on both food and lifestyle behaviors related to unhealthy weights. Drawing from Social Learning Theory, the Health Belief Model, and existing market segmentation literature, the study identified five distinct, recognizable market segments based on knowledge and behavioral and environmental factors. Implications for social marketing campaigns designed to move Americans toward more healthy weights were explored. Results The five clusters identified were: Highest Risk (19%; At Risk (22%; Right Behavior/Wrong Results (33%; Getting Best Results (13%; and Doing OK (12%. Ninety-nine percent of those in the Highest Risk cluster were overweight; members watched the most television and exercised the least. Fifty-five percent of those in the At Risk cluster were overweight; members logged the most computer time and almost half rarely or never read food labels. Sixty-six percent of those in the Right Behavior/Wrong Results cluster were overweight; however, 95% of them were familiar with the food pyramid. Members reported eating a low percentage of fast food meals (8% compared to other groups but a higher percentage of other restaurant meals (15%. Less than six percent of those in the Getting Best Results cluster were overweight; every member read food labels and 75% of members' meals were "made from scratch." Eighteen percent of those in the Doing OK cluster were overweight; members watched the least television and reported eating 78% of their meals "made from scratch." Conclusion This study demonstrated that five distinct

Potential of the Social Media as Instruments of Higher Education Marketing: A Segmentation Study

Science.gov (United States)

Constantinides, Efthymios; Zinck Stagno, Marc C.

2011-01-01

The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social…

Efficacy methods to evaluate health communication and marketing campaigns.

Science.gov (United States)

Evans, W Douglas; Uhrig, Jennifer; Davis, Kevin; McCormack, Lauren

2009-06-01

Communication and marketing are growing areas of health research, but relatively few rigorous efficacy studies have been conducted in these fields. In this article, we review recent health communication and marketing efficacy research, present two case studies that illustrate some of the considerations in making efficacy design choices, and advocate for greater emphasis on rigorous health communication and marketing efficacy research and the development of a research agenda. Much of the outcomes research in health communication and marketing, especially mass media, utilizes effectiveness designs conducted in real time, in the media markets or communities in which messages are delivered. Such evaluations may be impractical or impossible, however, imiting opportunities to advance the state of health communication and marketing research and the knowledge base on effective campaign strategies, messages, and channels. Efficacy and effectiveness studies use similar measures of behavior change. Efficacy studies, however, offer greater opportunities for experimental control, message exposure, and testing of health communication and marketing theory. By examining the literature and two in-depth case studies, we identify advantages and limitations to efficacy studies. We also identify considerations for when to adopt efficacy and effectiveness methods, alone or in combination. Finally, we outline a research agenda to investigate issues of internal and external validity, mode of message presentation, differences between marketing and message strategies, and behavioral outcomes.

If It Works for Pills, Can It Work for Skills? Direct-to-Consumer Social Marketing of Evidence-Based Psychological Treatments.

Science.gov (United States)

Friedberg, Robert D; Bayar, Hasan

2017-06-01

The emergence of evidence-based psychological treatments (EVPTs) is a scientific success story, but unfortunately the application of these empirically supported procedures has been slow to gain ground in treatment-as-usual settings. This Open Forum commentary argues that direct-to-consumer (DTC) marketing, which has worked well in communicating the advantages of various medicines, should perhaps be considered for use in social marketing of EVPTs. DTC marketing of pharmaceuticals is a long-standing advertising strategy in the United States. In fact, DTC marketing of psychotropic medicines is quite a success story. The authors recommend various strategies for using marketing science to devise DTC advertising of EVPTs, discuss previous research on DTC campaigns, and describe initiatives launched in the United Kingdom and Europe to promote EVPTs. Suggestions for evaluating and regulating DTC marketing of EVPTs are included. Finally, the potential for DTC marketing of EVPTs to increase mental health literacy and reduce health disparities is explored.

Risks of using social media as a marketing tool for small producers in a developing country

Directory of Open Access Journals (Sweden)

Makhitha, K. M.

2016-12-01

Full Text Available The aim of this secondary research is to determine the suitability of social media as an element of marketing communication for craft producers. Secondary research was used to determine the suitability of social media as an element of marketing communication for craft producers in an emerging country. The growth in the craft market is also associated with the rise in local interest in South African craft fuelled by trends towards ethnic, rustic, earthy styles and increasing national pride and the return of local values. The consulted secondary resources confirm that social media has the potential to help crafters to create better brand awareness, better relationships with customers, and increase sales via these mechanisms. However, the major challenge for craft producers to use social media as a communication tool will be limited resources and illiteracy. The research recommends that the South African government provide support in the form of a centralized marketing agency that uses social media to promote craft producers products

Proposed Integrated Marketing Communication of TELKOM FLEXI to Improve ITS Marketing Communication Effectiveness

OpenAIRE

Puspita, Fitri; Nasution, Reza Ashari

2013-01-01

PT Telkom facing a business issue where their new user and ARPU (average revenue per user) target for Flexi in 2011 was not achieved and despite having the biggest market share among CDMA operators, but in fact, Flexi's brand value was below its main competitor. There are several factors that cause this issue; one of them is marketing communication that became the focus of this final project. Researcher used the theory of integrated marketing communication (IMC), particularly regarding the ef...

A study of real-time content marketing : formulating real-time content marketing based on content, search and social media

OpenAIRE

Nguyen, Thi Kim Duyen

2015-01-01

The primary objective of this research is to understand profoundly the new concept of content marketing – real-time content marketing on the aspect of the digital marketing experts. Particularly, the research will focus on the real-time content marketing theories and how to build real-time content marketing strategy based on content, search and social media. It also finds out how marketers measure and keep track of conversion rates of their real-time content marketing plan. Practically, th...

Communicating science in social settings.

Science.gov (United States)

Scheufele, Dietram A

2013-08-20

This essay examines the societal dynamics surrounding modern science. It first discusses a number of challenges facing any effort to communicate science in social environments: lay publics with varying levels of preparedness for fully understanding new scientific breakthroughs; the deterioration of traditional media infrastructures; and an increasingly complex set of emerging technologies that are surrounded by a host of ethical, legal, and social considerations. Based on this overview, I discuss four areas in which empirical social science helps clarify intuitive but sometimes faulty assumptions about the social-level mechanisms of science communication and outline an agenda for bench and social scientists--driven by current social-scientific research in the field of science communication--to guide more effective communication efforts at the societal level in the future.

Marketing communication in tourism

OpenAIRE

Kashkina, Katsiaryna

2008-01-01

The aim of this graduation thesis was to analyze some possibilities of marketing communication in tourism. For this analize were chosen travel agencies in Tábor. The partial objects consisted in the analysis of supply of researched travel agencies including their marketing communication. There was found out also demand of products in tourism. After analyses were prepared some recommendations for improvement.

GAUSS Market Analysis for Integrated Satellite Communication and Navigation Location Based services

Science.gov (United States)

Di Fazio, Antonella; Dricot, Fabienne; Tata, Francesco

2003-07-01

The demand for mobile information services coupled with positioning technologies for delivering value- added services that depend on a user's location has rapidly increased during last years. In particular, services and applications related with improved mobility safety and transport efficiency look very attractive.Solutions for location services vary in respect of positioning accuracy and the technical infrastructure required, and the associated investment in terminals and networks. From the analysis of the state-of-the art, it comes that various technologies are currently available on the European market, while mobile industry is gearing up to launch a wide variety of location services like tracking, alarming and locating.Nevertheless, when addressing safety of life as well as security applications, severe hurdles have to be posed in the light of existing technologies. Existing navigation (e.g. GPS) and communication systems are not able to completely satisfy the needs and requirements of safety-of-life-critical applications. As a matter of fact, the GPS system's main weaknesses today is its lack of integrity, which means its inability to warn users of a malfunction in a reasonable time, while the other positioning techniques do not provide satisfactory accuracy as well, and terrestrial communication networks are not capable to cope with stringent requirement in terms of service reliability and coverage.In this context, GAUSS proposes an innovative satellite-based solution using novel technology and effective tools for addressing mobility challenges in a cost efficient manner, improving safety and effectiveness.GAUSS (Galileo And UMTS Synergetic System) is a Research and Technological Development project co- funded by European Commission, within the frame of the 5th IST Programme. The project lasted two years, and it was successfully completed in November 2002. GAUSS key concept is the integration of Satellite Navigation GNSS and UMTS communication technology, to

Social marketing: an underutilized tool for promoting adolescent health.

Science.gov (United States)

Bryant, Carol A; Mayer, Alyssa B; McDermott, Robert J; Panzera, Anthony D; Trainor, John K

2011-12-01

Social marketing applies some of the same principles used in commercial marketing for the analysis, planning, execution, and evaluation of programs designed to motivate voluntary behavioral change. It relies on consumer research for understanding the people they hope to change, including their values, aspirations, fears, lifestyle, and factors that motivate and deter them from adopting desired behaviors. Social marketing has been applied in public health settings since the 1980s for promoting such behaviors as safer sex, hypertension and cholesterol control, reduced occurrence of alcohol-impaired driving, improved utilization of public health prevention and screening services, and enactment of better school nutrition policies in schools. Although most evidence for social marketing's utility comes from interventions directed at adult audiences, its application with adolescents may help to address issues that have been challenging or unresponsive to health behavior change specialists. This article describes the basic tenets of social marketing as a behavior change process, identifies its previously successful applications with adolescent audience segments, and offers both lessons learned and projected future applications that employ emerging communication technologies.

UNIVERSAL METHODS OF INFORMATIZATION OF MARKETING COMMUNICATIONS FOR EFFECTIVE DEVELOPMENTOF THE EDUCATIONAL ORGANIZATION

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Н А Заславская

2016-12-01

Full Text Available The article deals with issues related to the development of the external educational institution, which is due to the improvement of quality of its interaction with the target audience. Improving the quality of interaction between educational organization with the target audience is ensured through the use of different types of marketing communications. In view of the development of modern information and communications technology area of information marketing communications is a priority. In addition to the classical definition of marketing communications, we introduce the definition of informatization of educational marketing communications organizations.To form an individual package the most effective for a particular educational organization of marketing communications is necessary not only to eliminate the differences existing strategic objectives of the educational organization and identify the desired long-term effect of the use of marketing tools. We consider a set of universal methods of marketing communication of information, which provide a steady positive development of the educational organization. Among these methods are: infographic summary of the educational organization, the cube -transformer like inforgraphic resume educational organization with a QR-code cards, parents’ meetings in the form of webinars, click “Share” on the website of an educational organization, registration of educational institution official group in the social network. Increasing the efficiency of interaction with the target audience improves its loyalty to a particular educational institution.

Social media marketing českých mobilních operátorů

OpenAIRE

Samková, Barbora

2011-01-01

The aim of this thesis is to analyze the possibility of presentation of the company in an environment of social media with a focus on Twitter, to determine whether the presence of the company in this environment can affect (positively) brand perception and finally to recommend how the company should communicate on Twitter. The theoretical part describes definitions and the basic principles of social media and social media marketing based on the knowledge gained from literature, surveys and st...

Marketing communication in Finnish industrial companies

OpenAIRE

Vuorio, Mikko

2010-01-01

Marketing communication has a significant role for profitable businesses in industrial markets, and its role is only expected to rise in the future. Especially, integrated marketing communication (IMC) and customer-oriented approach are universally regarded fundamental developments in the field of marketing. Secondly, Finnish companies’ marketing competences are commonly considered insufficient in general. The purpose of this study was to describe how Finnish industrial companies execute t...

Narration in the marketing communications

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Magdelena Zubiel-Kasprowicz

2014-12-01

Full Text Available The article presents the different types of narratives in marketing communications. Presented essence of thesignr in the narrative, the power of myth, power of archetype and consistency of monomith in marketing. It is discussed on the advertising message perceived through the prism of commercial semiotics. The strength of the narrative is presented in the context of storytelling. The paper also presents a case study of marketing communications.

How Peer Communication and Engagement Motivations Influence Social Media Shopping Behavior: Evidence from China and the United States.

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Muralidharan, Sidharth; Men, Linjuan Rita

2015-10-01

Based on consumer socialization theory, this study proposes and tests a conceptual model of social media shopping behavior, which links the antecedents of user motivations of engagement and peer communication about products to shopping behavior through social media. A cross-cultural survey was conducted with social media users in two culturally distinct markets with the largest Internet population: China (n=304) and the United States (n=328). Findings showed that social interaction, information, and remuneration were positive antecedents of peer communication for users from both countries. Peer communication positively impacted social media shopping behavior, and cultural differences were observed, with social interaction being important to Chinese users' shopping behavior, while remuneration was more important to American users. Implications are discussed.

Social marketing: Pitfalls and promise for change

OpenAIRE

Scott, Jennifer E

2015-01-01

Background: Since 1971, social marketing (SM) has been adopted as a behaviour change approach to address various social issues, including those of public health and the environment. In a context of proliferating health promotion and intervention approaches, as well as a changing communication environment, SM as a field has had to respond to various challenges. The purpose of this research was to explore the current context of SM, understand the challenges to the practice of SM, and explore it...

“SCANDAGRA LATVIA” LTD MARKETING COMMUNICATIONS RESEARCH

OpenAIRE

Kotāne, Dagnija; Arbidāne, Iluta

2017-01-01

The topic: “Scandagra Latvia” Ltd. marketing communications research. The problem to be studied: “Scandagra Latvia” Ltd. marketing communications plan does not cover the target audience hindering the company from faster development. Detailed marketing communications planning can help the company to make their marketing activities more target-audience oriented and with higher potential returns, that can give a positive result– new clients. The aim of the research: to investigate marketing comm...

Peculiarities of marketing communications in cultural marketing

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Daniel Gardan

2016-09-01

Full Text Available Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of both extensively and intensively way, led to the emergence and consolidation of a set of concepts adapted also for cultural products and services market, or in other words for culture “consumption”. This article highlights a number of marketing communications specific elements, derived from the peculiarities of modern culture consumer and the latest technologies interference in the creation and delivery of cultural products and services. Given the high degree of consumer involvement in relation to the needs that underlie consumption of cultural products and services, as well as the dimension specific for an artistic act in some cases, marketing communications has to respond to particular challenges in the process of building customer-provider relationship.

Center for Disease Control's Diethylstilbestrol Update: a case for effective operationalization of messaging in social marketing practice.

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Mattson, Marifran; Basu, Ambar

2010-07-01

The Center for Disease Control's (CDC) Diethylstilbestrol (DES) Update, a campaign to educate people who may have been exposed to the drug DES, is framed on the premises of the social marketing model, namely formative research, audience segmentation, product, price, placement, promotion, and campaign evaluation. More than that, the campaign takes a critical step in extending the social marketing paradigm by highlighting the need to situate the messaging process at the heart of any health communication campaign. This article uses CDC's DES Update as a case study to illustrate an application of a message development tool within social marketing. This tool promotes the operationalization of messaging within health campaigns. Ultimately, the goal of this project is to extend the social marketing model and provide useful theoretical guidance to health campaign practitioners on how to accomplish stellar communication within a social marketing campaign.

Social network marketing strategy and SME strategy benefits

OpenAIRE

Nobre, Helena; Silva, Daniela

2014-01-01

The study explored what benefits to small or medium-sized firms (SMEs) could be derived from the development of a social media marketing strategy. Results indicated that Facebook can facilitate communications between SME companies and customers, and can also be an important tool in creating brand recognition and broadening awareness. The importance of developing a thoughtfully designed strategy was cited, as SMEs often lack sophisticated marketing or business plans. The positive study results...

Communication, Marketing and Corporate Responsibility

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Frederico de Andrade Gabrich

2016-12-01

Full Text Available Advertising, which stems from the strategic planning of the company's marketing , integrates the proposal and the corresponding consumer contract to the product or service offered to the market. As part of the contract, advertising and communication strategies and business marketing also undergo fully the principle of information and the principle of good faith in its objective meaning. Therefore, communication strategies, marketing planning and advertising actions of truly citizen and responsible company should be structured legally in order to consider all related duties in good faith.

Adding a Social Marketing Campaign to a School-Based Nutrition Education Program Improves Children's Dietary Intake: A Quasi-Experimental Study.

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Blitstein, Jonathan L; Cates, Sheryl C; Hersey, James; Montgomery, Doris; Shelley, Mack; Hradek, Christine; Kosa, Katherine; Bell, Loren; Long, Valerie; Williams, Pamela A; Olson, Sara; Singh, Anita

2016-08-01

Evidence supports the use of social marketing campaigns to improve nutrition knowledge and reinforce the effects of nutrition education programs. However, the additional effects of parent-focused social marketing with nutrition education have received little attention. Our aim was to assess the impact of the Iowa Nutrition Network's school-based nutrition education program (Building and Strengthening Iowa Community Support for Nutrition and Physical Activity [BASICS]) and the benefits of adding a multichannel social marketing intervention (BASICS Plus) to increase parent-directed communication. A quasi-experimental design with three study conditions compared a school-based nutrition education program (BASICS) with a school-based and social marketing intervention (BASICS Plus) and a no-treatment comparison group. The study included 1,037 third-grade students attending 33 elementary schools and their parents. Measures included parents' reports of their children's in-home consumption of fruits and vegetables (F/V) and use of low-fat/fat-free milk. Data on F/V were collected using a modified version of the University of California Cooperative Extension Food Behavior Checklist; and data on milk use were collected using two questions from the National Health and Nutrition Examination Survey. Multilevel, mixed-effect regression models that account for correlation within repeated measures and children within school were used to compare the mean change over time in the outcome variable for one study group with the mean change over time for another study group. Children in BASICS increased mean consumption of fruit by 0.16 cups (P=0.04) compared with children in the comparison group. Children in BASICS Plus increased mean consumption of fruit by 0.17 cups (P=0.03) and mean consumption of vegetables by 0.13 cups (P=0.02). Children in BASICS Plus were 1.3 times (P=0.05) more likely to use low-fat/fat-free milk than children in either the BASICS group or the comparison group

Modern structure of marketing communications complex

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Hrebenyukova Elena

2015-08-01

Full Text Available The article presents the results of the desk research, in which the current structure of the marketing communications complex was analyzed. According to the results of the content analysis of scientific and educational literature in marketing it was proved that there is a certain structural asymmetry in today's complex of marketing communication: the rejection of impersonal tools and actualization of those which make possible personalized communication with the consumer.

Cultural context in marketing communication on international market

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Dominika Hirsch

2014-06-01

Full Text Available The goal of this article is to show in what way cultural factors can determine decisions in international marketing. Particular attention is devoted to the decisions associated with marketing communication, that is, the way in which cultural factors influence our preferences concerning the style of communication and what two basic styles are distinguished within intercultural communication. On the basis of particular examples it will be shown on the one hand in what ways these styles are visible in various forms of marketing messages coming from various countries. On the other hand it will also be shown in what way these messages reflect (very often unwittingly the culture and the system of values of an organization of the place were the messages originated. Before we start discussing the above-mentioned issues, the basic assumptions of the cultural marketing, as well as the term of culture, its models and dimensions will be presented.

Using a social marketing framework to evaluate recruitment of a prospective study of genetic counseling and testing for the deaf community.

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Kobayashi, Yoko; Boudreault, Patrick; Hill, Karin; Sinsheimer, Janet S; Palmer, Christina G S

2013-11-25

Recruiting deaf and hard-of-hearing participants, particularly sign language-users, for genetics health service research is challenging due to communication barriers, mistrust toward genetics, and researchers' unfamiliarity with deaf people. Feelings of social exclusion and lack of social cohesion between researchers and the Deaf community are factors to consider. Social marketing is effective for recruiting hard-to-reach populations because it fosters social inclusion and cohesion by focusing on the targeted audience's needs. For the deaf population this includes recognizing their cultural and linguistic diversity, their geography, and their systems for information exchange. Here we use concepts and language from social marketing to evaluate our effectiveness to engage a U.S. deaf population in a prospective, longitudinal genetic counseling and testing study. The study design was interpreted in terms of a social marketing mix of Product, Price, Place, and Promotion. Price addressed linguistic diversity by including a variety of communication technologies and certified interpreters to facilitate communication; Place addressed geography by including community-based participation locations; Promotion addressed information exchange by using multiple recruitment strategies. Regression analyses examined the study design's effectiveness in recruiting a culturally and linguistically diverse sample. 271 individuals were enrolled, with 66.1% American Sign Language (ASL)-users, 19.9% ASL + English-users, 12.6% English-users. Language was significantly associated with communication technology, participation location, and recruitment. Videophone and interpreters were more likely to be used for communication between ASL-users and researchers while voice telephone and no interpreters were preferred by English-users (Price). ASL-users were more likely to participate in community-based locations while English-users preferred medically-based locations (Place). English-users were

Effectiveness of alcohol prevention interventions based on the principles of social marketing: a systematic review.

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Janssen, Meriam M; Mathijssen, Jolanda J P; van Bon-Martens, Marja J H; van Oers, Hans A M; Garretsen, Henk F L

2013-06-01

Alcohol education aims to increase knowledge on the harm related to alcohol, and to change attitudes and drinking behaviour. However, little (lasting) evidence has been found for alcohol education, in changing alcohol-related attitudes and behaviour. Social marketing uses marketing techniques to achieve a social or healthy goal, and can be used in alcohol education. Social marketing consists of eight principles: customer orientation, insight, segmentation, behavioural goals, exchange, competition, methods mix, and is theory based. This review investigates the application of social marketing in alcohol prevention interventions, and whether application of social marketing influences alcohol-related attitudes or behaviour. A literature search was conducted in PubMed, PsychInfo, Cochrane and Scopus. Inclusion criteria were that original papers had to describe the effects of an alcohol prevention intervention developed according to one or more principles of social marketing. No limits were set on the age of the participants or on the kind of alcohol prevention intervention. The abstracts of the 274 retrieved studies were reviewed and the full texts of potentially relevant studies were screened. Six studies met the inclusion criteria and were included in this review. These six studies showed associations for the application of social marketing techniques on alcohol-related attitudes or behaviour; one study relates to participation in a drinking event, four to alcohol drinking behaviour, two to driving a car while under the influence of alcohol, two to recognition of campaign messages or campaign logo, and one to awareness of the campaign. However, no associations were also found. In addition, the studies had several limitations related to a control group, response rate and study methodology. Based on this review, the effect of applying the principles of social marketing in alcohol prevention in changing alcohol-related attitudes or behaviour could not be assessed. More

Effectiveness of alcohol prevention interventions based on the principles of social marketing: a systematic review

Science.gov (United States)

2013-01-01

Background Alcohol education aims to increase knowledge on the harm related to alcohol, and to change attitudes and drinking behaviour. However, little (lasting) evidence has been found for alcohol education, in changing alcohol-related attitudes and behaviour. Social marketing uses marketing techniques to achieve a social or healthy goal, and can be used in alcohol education. Social marketing consists of eight principles: customer orientation, insight, segmentation, behavioural goals, exchange, competition, methods mix, and is theory based. This review investigates the application of social marketing in alcohol prevention interventions, and whether application of social marketing influences alcohol-related attitudes or behaviour. Method A literature search was conducted in PubMed, PsychInfo, Cochrane and Scopus. Inclusion criteria were that original papers had to describe the effects of an alcohol prevention intervention developed according to one or more principles of social marketing. No limits were set on the age of the participants or on the kind of alcohol prevention intervention. The abstracts of the 274 retrieved studies were reviewed and the full texts of potentially relevant studies were screened. Results Six studies met the inclusion criteria and were included in this review. These six studies showed associations for the application of social marketing techniques on alcohol-related attitudes or behaviour; one study relates to participation in a drinking event, four to alcohol drinking behaviour, two to driving a car while under the influence of alcohol, two to recognition of campaign messages or campaign logo, and one to awareness of the campaign. However, no associations were also found. In addition, the studies had several limitations related to a control group, response rate and study methodology. Conclusion Based on this review, the effect of applying the principles of social marketing in alcohol prevention in changing alcohol-related attitudes or

Marketing communication of dancing school Luas Dancing School.

OpenAIRE

Vařechová, Alice

2016-01-01

Title: Marketing communication of dancing school Luas Dancing School. Objectives: This thesis is trying to come up with new and effective marketing communication for dancing school. It is based on the old propagation methods and trying to do it better with documents obtained from theoretical part. Methods: Methods we used for this thesis are interview with owner and founder of this dancing school and discussion with dancers of this school. Some of them are long term dancers and some of them a...

Social Media Marketing in Russia

OpenAIRE

Olgskaya, Kristina

2017-01-01

Social media marketing involves the use of social media for connecting with prospective consumers. The study focuses on explaining such notions like social media marketing (SMM), types of SMM, differences between social media and traditional marketing, social media marketing plan, development ways of strategic social media marketing plan and why strategy may fail. This thesis also presents research in Russian social network – Vkontakte, where promotion of Mechanical Engineering programme ...

Social capital and transaction costs in millet markets.

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Jacques, Damien Christophe; Marinho, Eduardo; d'Andrimont, Raphaël; Waldner, François; Radoux, Julien; Gaspart, Frédéric; Defourny, Pierre

2018-01-01

In sub-Saharan Africa, transaction costs are believed to be the most significant barrier that prevents smallholders and farmers from gaining access to markets and productive assets. In this study, we explore the impact of social capital on millet prices for three contrasted years in Senegal. Social capital is approximated using a unique data set on mobile phone communications between 9 million people allowing to simulate the business network between economic agents. Our approach is a spatial equilibrium model that integrates a diversified set of data. Local supply and demand were respectively derived from remotely sensed imagery and population density maps. The road network was used to establish market catchment areas, and transportation costs were derived from distances between markets. Results demonstrate that accounting for the social capital in the transaction costs explained 1-9% of the price variance depending on the year. The year-specific effect remains challenging to assess but could be related to a strengthening of risk aversion following a poor harvest.

Myths on Bi-direction Communication of Web 2.0 Based Social Networks: Is Social Network Truly Interactive?

Science.gov (United States)

2011-03-10

more and more social interactions are happening on the on-line. Especially recent uptake of the social network sites (SNSs), such as Facebook (http...Smart phones • Live updates within social networks • Facebook & Twitters Solution: WebMon for Risk Management Need for New WebMon for Social Networks ...Title: Myths on bi-direction communication of Web 2.0 based social networks : Is social network truly interactive

Social Media, Traditional Media and Marketing Communication of Public Relations:A Study of Banking Industry

OpenAIRE

Khajeheian, Datis; Mirahmadi, Fereshteh

2015-01-01

Public relations are undertaking more important role in the marketing communication and advertising. The present paper reports a survey conducted in three Iranian banks’ public relations departments to understand how they use different media in their marketing communications and other related functions. A classification of public relations functions including fourteen functions in three categories has taken as research framework and by using a questionnaire, eight media have been asked to ran...

Social media influencer marketing

OpenAIRE

Isosuo, Heli

2016-01-01

The marketing field is changing simultaneously with the digital world. Social media is getting more and more important to marketers, and there is a need to stand out in the social media noise. Social media influencer marketing could be a good alternative to other types of marketing. A need from the consignor and the interest of the author were the motivations for conducting the study. Sääskilahti Consulting has a social media influencer network Somevaikuttajat, which is offering social media ...

Communication impacting financial markets

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Vitting Andersen, Jørgen; Vrontos, Ioannis; Dellaportas, Petros; Galam, Serge

2014-10-01

Since the attribution of the Nobel prize in 2002 to Kahneman for prospect theory, behavioral finance has become an increasingly important subfield of finance. However the main parts of behavioral finance, prospect theory included, understand financial markets through individual investment behavior. Behavioral finance thereby ignores any interaction between participants. We introduce a socio-financial model (Vitting Andersen J. and Nowak A., An Introduction to Socio-Finance (Springer, Berlin) 2013) that studies the impact of communication on the pricing in financial markets. Considering the simplest possible case where each market participant has either a positive (bullish) or negative (bearish) sentiment with respect to the market, we model the evolution of the sentiment in the population due to communication in subgroups of different sizes. Nonlinear feedback effects between the market performance and changes in sentiments are taken into account by assuming that the market performance is dependent on changes in sentiments (e.g., a large sudden positive change in bullishness would lead to more buying). The market performance in turn has an impact on the sentiment through the transition probabilities to change an opinion in a group of a given size. The idea is that if for example the market has observed a recent downturn, it will be easier for even a bearish minority to convince a bullish majority to change opinion compared to the case where the meeting takes place in a bullish upturn of the market. Within the framework of our proposed model, financial markets stylized facts such as volatility clustering and extreme events may be perceived as arising due to abrupt sentiment changes via ongoing communication of the market participants. The model introduces a new volatility measure which is apt of capturing volatility clustering and from maximum-likelihood analysis we are able to apply the model to real data and give additional long term insight into where a market is

Analysis of Marketing communication of Diesel company

OpenAIRE

Zvadová, Zuzana

2010-01-01

The main objective of this work is to highlight the specifics of marketing communications in the fashion industry on an example of a particular company, an Italian company Diesel. Theoretical knowledge of fashion marketing, management of fashion companies and the characteristics of the fashion market are applied to the brand Diesel. Marketing Communication is subject of analysis of individual campaigns and then summarized the common characteristics of the whole communication. Common features ...

Preschool-based social communication treatment for children with autism: 12-month follow-up of a randomized trial.

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Kaale, Anett; Fagerland, Morten W; Martinsen, Egil W; Smith, Lars

2014-02-01

This study reports 12-month follow-up data from a randomized controlled trial of preschool-based social communication treatment for young children with autism. A total of 61 children (48 males) with autism, 29 to 60 months of age, had earlier been randomized either to 8 weeks of preschool-based social communication treatment in addition to standard preschool program (n = 34) or to standard preschool program only (n = 27). Significant short-term effects on targeted social communication skills have previously been published. Long-term gains in social communication, language and global social functioning and communication were assessed from video-taped preschool teacher-child and mother-child interactions, Early Social Communication Scales, Reynell Developmental Language Scale, and Social Communication Questionnaire. Compared with those in the control group, the treated children achieved significantly larger improvements in joint attention and joint engagement from baseline to 12-month follow-up. However, no effects were detected on language and global ratings of social functioning and communication. The treatment effect on child initiation of joint attention increased with increasing level of sociability at baseline, whereas nonverbal IQ and expressive language had no moderating effect. This study is the first to show that, similar to specialist-delivered treatment, preschool-based treatment may produce small but possibly clinically important long-term changes in social communication in young children with autism. The treatment did not affect language and global ratings of social functioning and communication. More studies are needed to better understand whether treatment effects may be improved by increasing the intensity and duration of the treatment. Clinical trial registration information--Joint Attention Intervention and Young Children With Autism; http://clinicaltrials.gov/; NCT00378157. Copyright © 2014 American Academy of Child and Adolescent Psychiatry

Social Presence in the Web-Based Classroom: Implications for Intercultural Communication

Science.gov (United States)

Yildiz, Senem

2009-01-01

Social presence is a theory derived from social psychology to explain social interactions in a mediated communication and is defined as the degree to which interlocutors in a communications medium perceive each other as real. This study investigates the effect of computer-mediated communication on the social presence of international students who…

Communicating science in social settings

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Scheufele, Dietram A.

2013-01-01

This essay examines the societal dynamics surrounding modern science. It first discusses a number of challenges facing any effort to communicate science in social environments: lay publics with varying levels of preparedness for fully understanding new scientific breakthroughs; the deterioration of traditional media infrastructures; and an increasingly complex set of emerging technologies that are surrounded by a host of ethical, legal, and social considerations. Based on this overview, I discuss four areas in which empirical social science helps clarify intuitive but sometimes faulty assumptions about the social-level mechanisms of science communication and outline an agenda for bench and social scientists—driven by current social-scientific research in the field of science communication—to guide more effective communication efforts at the societal level in the future. PMID:23940341

Marketing communication plan for Barbershop Nina Jussinoja

OpenAIRE

Peltonen, Pauliina

2015-01-01

The topic of the thesis was to study marketing communication planning and online marketing. The study was conducted for Barbershop Nina Jussinoja. Barbershop Nina Jussinoja is a barbershop in the center of Rauma. The business idea of the shop is to offer haircuts and beard trimming without taking appointments. The barbershop didn’t have any marketing communication activities or planning before the process of this thesis began. In order to create a marketing communication plan, theory of ...

Social marketing and breastfeeding: a literature review.

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Schmidt, Manuela

2013-02-08

Through the review of relevant literature this study illuminates the concepts of social marketing and breastfeeding. It specifically discusses the positioning of the link between social marketing and breastfeeding within different fields of study and develops a theoretical framework that tries to bridge the gap between those disciplines. Various electronic databases were used and through systematic selection 11 scientific articles were identified that this literature review is based on. The review indicates that the relationship between social marketing and breastfeeding is complex. There are indications that this relationship is being investigated within three distinct fields of research: psychology/education, public health and marketing. Depending on the research field the emphasis is put on either breastfeeding or social marketing as well as on the other concepts that were discovered to be of importance within this relationship. Namely, group and individual demography as well as behaviour were revealed to be important elements of the link between social marketing and breastfeeding. Based on the results this study concludes that a more multidimensional view on the relationship between the concepts under study is needed since the focus of previous studies is very one-sided and limited to just one element when all elements should be integrated equally.

Usage of Social Media in City Marketing: A Research on 30 Metropolitan Municipalities in Turkey

OpenAIRE

Niyazi Gümüş

2017-01-01

Rapid changes in information and communication technologies cause serious developments in marketing field similar to every sector. In parallel with these developments, the social media channels which appear as Web 2.0 applications have a number of advantages in comparison with traditional media channels. Social media gained a place in marketing activities because of its advantages. Social media is added on instruments in line with these developments that countries benefit in marketing activit...

Relationship of reverse logistics and marketing communication in Czech Republic

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František Milichovský

2016-09-01

Full Text Available Purpose of the article: The paper deals with question if the final customers are interested in reverse logistics in marketing campaigns, acceptable in the market of Czech Republic. methodology/methods: Paper is based on primary research, on which participated final consumers in Czech Republic through the questionnaire survey. Results of the paper are based on testing of dependence between individual variables by Pearson chi-square test. Scientific aim: The aim of the article is to show relationship of marketing communication and reverse logistics, and their correlation. Findings: Main result of research provide relationship between marketing communication tools and reverse activity. The research was aimed at random chosen group of 585 people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market. conclusions: The primary research provides possible approaches for companies in communication green services to final consumers. Limitation for this research because of the chosen sample. Own data for primary research was gained only in Czech Republic.

Using LinkedIn in the Marketing Classroom: Exploratory Insights and Recommendations for Teaching Social Media/Networking

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McCorkle, Denny E.; McCorkle, Yuhua Li

2012-01-01

With the rapid growth of social networking and media comes their consideration for use in the marketing classroom. Social networking skills are becoming essential for personal branding (e.g., networking, self-marketing) and corporate/product branding (e.g., marketing communication). This paper addresses the use of LinkedIn (i.e., an online…

FOMC communication and emerging equity markets

OpenAIRE

Hayo, Bernd; Kutan, Ali M.; Neuenkirch, Matthias

2009-01-01

Using a GARCH model, we study the effects of Federal Funds target rate changes and FOMC communication on emerging equity market returns and volatility over the period 1998–2006. First, both types of news have a significant impact on market returns. Second, target rate changes are more important than informal communication. Third, the occurrence of monetary policy reports lowers price volatility. Finally, American emerging markets react more to U.S. news than non-American markets.

Digital wine marketing: Social media marketing for the wine industry

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Viana Natália Andrade

2016-01-01

Full Text Available The wine industry recognizes the increasingly relevant role of digital marketing as a valuable and appropriate tool to reach (adult consumers. This paper intends to trace a brief analysis about Digital Wine Marketing and Social Media Marketing contribution for the Wine Industry to increase brand awareness and sales and develop a short guidance to digital marketing as well. When consumers search for wine and wineries on internet they are bombarded with an massive volume of brand messages, meaning that delivering creative, polished content is key if a brand wants to capture people's attention. So, make a good wine is a important part of the work, but after this is necessary to give it the presentation it deserves, communicating accurately to consumers and have in mind that digital marketing activities are in a state of evolutionary development, where new trends are likely to occur rapidly and wineries have to adapt.

New trends in marketing communications

OpenAIRE

Cigošová, Petra

2009-01-01

The thesis i about new forms of marketing communications and new approaches to the use of older forms. It focuses on internet, as the the major new medium used in communication. Last part analyses new trends in customer insights to advertising, advertisment spendings for different kinds of media and augmentation of the number of internet users according to results of marketing researches.

Facebook marketing communications plan for Ladies Gym

OpenAIRE

Orelma, Lilja

2016-01-01

Ladies Gym is a gym located in Vantaa, Finland. Until now, the company’s marketing actions have been limited to occasional e-mail newsletters, posters on the walls of the gym, and a newspaper advertisement once a year. The outcome of this thesis is a Facebook marketing communications plan that will be implemented by the company. Marketing communications and B-2-C relationship management are covered in the theoretical framework. Facebook as a marketing communications tool is covered in mor...

Customer social network affects marketing strategy: A simulation analysis based on competitive diffusion model

Science.gov (United States)

Hou, Rui; Wu, Jiawen; Du, Helen S.

2017-03-01

To explain the competition phenomenon and results between QQ and MSN (China) in the Chinese instant messaging software market, this paper developed a new population competition model based on customer social network. The simulation results show that the firm whose product with greater network externality effect will gain more market share than its rival when the same marketing strategy is used. The firm with the advantage of time, derived from the initial scale effect will become more competitive than its rival when facing a group of common penguin customers within a social network, verifying the winner-take-all phenomenon in this case.

How is Social Media Influencing the Way we Communicate?

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Diana Gherghita-Mihaila

2016-06-01

Full Text Available Social media has transformed the way we think our campaigns and communicate with our audience, but also it changed the way we get in touch with our target and make it react to what we are saying or doing. The objective of this paper is to emphasize that we not only use social media on a personal level, but we’ve transformed it in an important marketing tool for our business. Today we live in online almost as much as we live in the real world. A company without a website and social media presence it does not exists. For researchers and headhunters, social media have become an important tool. So we have to be careful with things we post online, because they can say a lot of things about us and can influence our professional development. The fundaments for this paper are based mainly on the following studies: (1 “Social Media and the Romanian Business Milieu – Impact of Marketing through Social Media on Local Business Environment”, published in October 2013, by Ernst & Young, (2 “Social Media Primetime Survey”, publish by the Romanian consultancy and training company The Connector, (3 “Online Landscape – South-East Europe”, published by Gemius Knowledge, in 2014 and (4 “Online Social Networks”, by Daedalus MillwardBrown, published in 2011. They all show how social media and online development have impacted on traditional media and how companies cannot ignore these new communication and business channels. Studies on social media also showed that internet and mobile platforms are getting more and more popular, that people and companies are drowned into the digital world, communicating through all types of apps and networks. Used wisely, social media can generate greater and faster results with less money than traditional media (print, television, radio, outdoor. The sources used for this paper say that social media is “the it thing” in the 21st century, when almost every person on the planet has a cell phone or access to one

Reviewing CSR management and marketing communication research: A discourse approach

DEFF Research Database (Denmark)

Nielsen, Anne Ellerup; Thomsen, Christa

To judge from the rapidly growing body of research in the field of corporate social responsibility (CSR) management and marketing communication, there is an increasing interest in exploring the role of communication along with the transmission from implicit towards explicit CSR in the European...... context (Matten & Moon 2008). Many corporations today are concerned with gaining legitimacy through integrating the expectations of their stakeholders (employees, customers, NGOs, activists, government institutions, institutions of international governance) in the overall company strategy. This also...... includes stakeholders in or around business units established in developing countries and emerging markets (e.g. Jamali 2010; Reimann 2012). Along with the growing pressure on corporations to engage in CSR a seemingly growing number of these are concerned with disclosure, reporting, reputation, etc. issues...

Remodelling Marketing Communications in an Internet Environment.

Science.gov (United States)

Rowley, Jennifer

2001-01-01

Argues that the Internet demands a significant review of approaches to marketing communications, or promotion, as both the strategic and tactical levels. Highlights include electronic business and electronic commerce; comparing organizational and consumer markets; service development; objectives of marketing communications; and questions for…

'Like me, want me, buy me, eat me': relationship-building marketing communications in children's magazines.

Science.gov (United States)

Jones, Sandra C; Mannino, Nadia; Green, Julia

2010-12-01

Television, Internet and print media are saturated with advertisements for unhealthy food that use marketing tactics aimed to build long-term brand loyalty and 'relationships' with children. While research in this area has largely focused on television, the current study examines children's responses to relationship-building marketing communications found in popular children's magazines. A qualitative study consisting of friendship-pair interviews in which children were interviewed and asked to comment on a range of recent food advertisements. A university-based after-school care programme in New South Wales, Australia. Ten children aged 6-13 years, interviewed in self-selected friendship pairs. The children reported being attracted to the advertisements because of specific elements of the marketing strategies utilised. Some children were able to recognise the persuasive intent of the media, whereas others did not even identify the pages as advertisements. It was clear from the children's responses that these types of relationship-building marketing communications influence children's attitudes towards branded food products and their views on the nutritional value and social meanings of food.

The development of socially responsible marketing

Directory of Open Access Journals (Sweden)

Stanković Ljiljana

2012-01-01

Full Text Available In contemporary knowledge-based economy characterized by fast and turbulent changes, the achieved competitive advantage is much more exposed to hazards in contrast to earlier periods. Companies are forced to constantly create new business opportunities in order to respond to the challenges that are generated by the impact of numerous primarily technological and market changes. However, there is a small number of companies, with arranged organization and strategy, that support the requests for the research and creation of sustainable business and marketing strategies. The global scene conditioned by the development of new markets and developing economies requires changes in marketing approaches and strategy adaptation. The realization of superior business performances in global environment is related to the acquirement and adaption to new challenges and trends. The trend that questions the business activity of many companies is the requests for responsible behavior of enterprises in the market and acceptance of ethical, moral and environmental principles. There are more and more evident requests for aligning of business and marketing decisions with the aims of socially responsible business. The development of socially responsible marketing is the imperative of economic and social success. The authors point to the role and importance of innovation in marketing approaches, the need for enhancement of socially responsible marketing with the aim of improving its business performance and successful positioning.

Social marketing ethics: report prepared for the National Social Marketing Centre

OpenAIRE

Eagle, L.; National Social Marketing Centre

2009-01-01

This report has been developed by Professor Lynn Eagle from the Bristol Social Marketing Centre, Bristol Business School University of West of England with contributions from\\ud staff at the National Social Marketing Centre.

Enhancing social participation in young people with communication disabilities living in rural Australia: outcomes of a home-based intervention for using social media.

Science.gov (United States)

Raghavendra, Parimala; Newman, Lareen; Grace, Emma; Wood, Denise

2015-01-01

The purpose of this study is to investigate the effectiveness of a home-based intervention using social media to enhance social networks of young people with disabilities and communication difficulties. Eight young people (M(age) = 15.4 years) with communication disabilities participated from two rural Australian towns. The intervention provided assistive technology and training to learn social media use. A mixed-method design combined pre- and post-assessments measuring changes in performance, satisfaction with performance, attainment on social media goals, and social network extension, and interviews investigated the way in which the intervention influenced social participation. Participants showed an increase in performance, and satisfaction with performance, on the Canadian Occupational Performance Measure; paired t-tests showed statistical significance at p communication partners, p communication frequency and nature, and speech intelligibility and literacy as a result of the intervention. The findings suggest that learning to use social media leads to increase in social participation among rural-based young people with communication disabilities. In order to benefit from advantages of learning to use social media in rural areas, parents and service providers need knowledge and skills to integrate assistive technology with the Internet needs of this group.

People, markets, opinions. PR in Europe - communication for the future

International Nuclear Information System (INIS)

1989-01-01

The subject ''Europe after 1992'' is topical and unavoidable for all social spheres and thus poses a great challenge to public relations. In various discussion groups and special contributions the following topics are dealt with: new ways in communication, the financial market Germany within the Single European Market, public relations for the power-producing industry including nuclear power, the issue of private television broadcasting companies and that of the critical stance of the public in matters concerning the environment and the chemical industry. (DG) [de

Social capital and transaction costs in millet markets

Directory of Open Access Journals (Sweden)

Damien Christophe Jacques

2018-01-01

Full Text Available In sub-Saharan Africa, transaction costs are believed to be the most significant barrier that prevents smallholders and farmers from gaining access to markets and productive assets. In this study, we explore the impact of social capital on millet prices for three contrasted years in Senegal. Social capital is approximated using a unique data set on mobile phone communications between 9 million people allowing to simulate the business network between economic agents. Our approach is a spatial equilibrium model that integrates a diversified set of data. Local supply and demand were respectively derived from remotely sensed imagery and population density maps. The road network was used to establish market catchment areas, and transportation costs were derived from distances between markets. Results demonstrate that accounting for the social capital in the transaction costs explained 1–9% of the price variance depending on the year. The year-specific effect remains challenging to assess but could be related to a strengthening of risk aversion following a poor harvest.

The role of content marketing in social media content communities

Directory of Open Access Journals (Sweden)

Charmaine du Plessis

2017-10-01

Full Text Available Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely been overlooked. Objective: The purpose of this article was to investigate content marketing’s role in social media content communities to engage with the target audience in an innate manner. Method: This study made use of a directed, inductive content analysis of 51 practitioner documents relating to business-to-consumer content marketing practices to add another perspective to existing research on communities in social media. The content analysis was facilitated by using QDA Miner, a widely adopted and reliable qualitative data analysis software programme. Results: Three categories emerged from the data namely building content communities, platform-specific content and understanding channels. These categories provide sufficient evidence of how brands make use of social media content communities to connect with the target audience in an unobtrusive manner, in addition to being present in virtual brand communities. Conclusion: The findings make several contributions to the existing literature. Firstly, it provides a clearer distinction between brand and social media content communities. Secondly, it extends conceptions about social media communities to include content communities and, thirdly, it provides sufficient evidence of how content marketing could benefit a brand by naturally becoming part of social media conversations.

Using a social marketing framework to evaluate recruitment of a prospective study of genetic counseling and testing for the deaf community

Science.gov (United States)

2013-01-01

Background Recruiting deaf and hard-of-hearing participants, particularly sign language-users, for genetics health service research is challenging due to communication barriers, mistrust toward genetics, and researchers’ unfamiliarity with deaf people. Feelings of social exclusion and lack of social cohesion between researchers and the Deaf community are factors to consider. Social marketing is effective for recruiting hard-to-reach populations because it fosters social inclusion and cohesion by focusing on the targeted audience’s needs. For the deaf population this includes recognizing their cultural and linguistic diversity, their geography, and their systems for information exchange. Here we use concepts and language from social marketing to evaluate our effectiveness to engage a U.S. deaf population in a prospective, longitudinal genetic counseling and testing study. Methods The study design was interpreted in terms of a social marketing mix of Product, Price, Place, and Promotion. Price addressed linguistic diversity by including a variety of communication technologies and certified interpreters to facilitate communication; Place addressed geography by including community-based participation locations; Promotion addressed information exchange by using multiple recruitment strategies. Regression analyses examined the study design’s effectiveness in recruiting a culturally and linguistically diverse sample. Results 271 individuals were enrolled, with 66.1% American Sign Language (ASL)-users, 19.9% ASL + English-users, 12.6% English-users. Language was significantly associated with communication technology, participation location, and recruitment. Videophone and interpreters were more likely to be used for communication between ASL-users and researchers while voice telephone and no interpreters were preferred by English-users (Price). ASL-users were more likely to participate in community-based locations while English-users preferred medically-based

Contraceptive social marketing: a continuous cycle of planning, testing and evaluating.

Science.gov (United States)

1985-01-01

This article outlines the contraceptive marketing process used by the Social Marketing for Change (SOMARC) project. The 1st stage of the process involves analysis of the market, the consumer, and the social marketing organization's capabilities. In the 2nd stage, planning, data collected in the analysis stage are used to define objectives, segment target markets, and devise strategies for each element in the marketing mix. In the 3rd stage, all the elements in the marketing mix are developed and tested (e.g. product concepts, pricing, packaging, communication messages) and refined on the basis of test results. In stage 4, the action plan is implemented and marketing progress and institutional performance are monitored. Stage 5 includes an assessment of in-market effectiveness in terms of responses from consumers, retailers, and health professionals. The last stage feeds back to the 1st. All the reviewed data are recycled into analysis to begin again the continuous process of refinement and improvement.

Potential markets for advanced satellite communications

Science.gov (United States)

Adamson, Steven; Roberts, David; Schubert, Leroy; Smith, Brian; Sogegian, Robert; Walters, Daniel

1993-09-01

This report identifies trends in the volume and type of traffic offered to the U.S. domestic communications infrastructure and extrapolates these trends through the year 2011. To describe how telecommunications service providers are adapting to the identified trends, this report assesses the status, plans, and capacity of the domestic communications infrastructure. Cable, satellite, and radio components of the infrastructure are examined separately. The report also assesses the following major applications making use of the infrastructure: (1) Broadband services, including Broadband Integrated Services Digital Network (BISDN), Switched Multimegabit Data Service (SMDS), and frame relay; (2) mobile services, including voice, location, and paging; (3) Very Small Aperture Terminals (VSAT), including mesh VSAT; and (4) Direct Broadcast Satellite (DBS) for audio and video. The report associates satellite implementation of specific applications with market segments appropriate to their features and capabilities. The volume and dollar value of these market segments are estimated. For the satellite applications able to address the needs of significant market segments, the report also examines the potential of each satellite-based application to capture business from alternative technologies.

Potential markets for advanced satellite communications

Science.gov (United States)

Adamson, Steven; Roberts, David; Schubert, Leroy; Smith, Brian; Sogegian, Robert; Walters, Daniel

1993-01-01

This report identifies trends in the volume and type of traffic offered to the U.S. domestic communications infrastructure and extrapolates these trends through the year 2011. To describe how telecommunications service providers are adapting to the identified trends, this report assesses the status, plans, and capacity of the domestic communications infrastructure. Cable, satellite, and radio components of the infrastructure are examined separately. The report also assesses the following major applications making use of the infrastructure: (1) Broadband services, including Broadband Integrated Services Digital Network (BISDN), Switched Multimegabit Data Service (SMDS), and frame relay; (2) mobile services, including voice, location, and paging; (3) Very Small Aperture Terminals (VSAT), including mesh VSAT; and (4) Direct Broadcast Satellite (DBS) for audio and video. The report associates satellite implementation of specific applications with market segments appropriate to their features and capabilities. The volume and dollar value of these market segments are estimated. For the satellite applications able to address the needs of significant market segments, the report also examines the potential of each satellite-based application to capture business from alternative technologies.

Knowledge Communication in Green Corporate Marketing

DEFF Research Database (Denmark)

Maier, Carmen Daniela

2011-01-01

This article explores how several types of knowledge are communicated through the simultaneous deployment of two semiotic modes in the Milan video existing on GE Corporation's website. The video is part of the Ecomagination marketing campaign promoting environmentally friendly products and positi......This article explores how several types of knowledge are communicated through the simultaneous deployment of two semiotic modes in the Milan video existing on GE Corporation's website. The video is part of the Ecomagination marketing campaign promoting environmentally friendly products...... and positioning GE as an eco-friendly corporation. The specific aim of my analytical endeavor is to identify how the meaning-making potentials of language and images are integrated, and how this multimodal integration influences the persuasive communication of knowledge types. Key words: multimodal discourse...... analysis; knowledge communication; environmental discourse; green corporate marketing...

Marketing Strategies of Network Game Products in Social Communicative Network Era%社交网络时代网络游戏产品的市场营销策略

Institute of Scientific and Technical Information of China (English)

叶舜雅

2015-01-01

With the continuous advance of online games market, corresponding marketing mode driven by social communicative network era becomes increasingly complex, which requires operators of online game products to constantly optimize and innovate, and put for-ward marketing means suitable for online game development by focusing on current network game market development, only in this way, can they continuously achieve new progress in the fierce competition of network games market. Based on marketing means and strategies of online games in social communicative era, this paper gives corresponding suggestions on sustainable development of the network game product marketing and the improvement of current online marketing means.%随着网游市场的不断推进，相应的市场营销模式在社交网络时代的驱动下日趋复杂化，这就要求网游产品的经营者，不断的进行优化和创新，围绕当前网络游戏市场发展提出更符合网络游戏产品发展的营销手段，才能在激烈的网游市场竞争中不断的取得新的进步。本文以网络游戏产品在社交网络时代的市场营销手段和策略为基础，围绕网游产品营销的可持续发展和当前营销手段的改进等提出相应的建议。

Marketing, Responsabilidad Social Corporativa y Empreendimiento Social

Directory of Open Access Journals (Sweden)

Luis Barreiro Pousa

2013-04-01

Full Text Available La adopción del marketing, como enfoque para la gestión de los negocios hoy día resulta incuestionable para el logro de competitividad, eficacia y eficiencia, toda vez que en su adopción se encuentra la realización de intercambios de valor equivalentes y voluntarios que aseguran satisfacción a los participantes del proceso. Por supuesto, este proceso no es espontáneo ni automáticamente positivo en cuanto a la verdadera satisfacción de los consumidores y la sociedad en su conjunto, lo que conlleva la necesidad de abordar aspectos éticos en su aplicación, de lo cual no escapa siquiera el marketing social. El macro marketing se relaciona con los efectos (intencionales y no intencionales del marketing social. De manera que, con una perspectiva de macro marketing, los programas de marketing social deben ser diseñados de forma tal que sean compatibles con el bienestar individual y social. Esto es particularmente crítico en programas de marketing social cuyas consecuencias generen inequidades o injusticias en relación con otros públicos meta.

Social Media Marketing as a tool for promoting the regional investment portals

Directory of Open Access Journals (Sweden)

Alisa Yu. Fadeyeva

2016-01-01

Full Text Available Objective to investigate the potential of Social Media Marketing as a tool for promoting regional investment portals in the information environment to identify the most effective ways of its implementation and to determine the level of mastering of this tool by the Russian regions. Methods general scientific methods observation comparison analysis induction deduction analogy classification. Results the analysis showed that today Social Media Marketing is an essential tool for interaction with the investment community and one of the most effective ways to promote the regional portal which allows to increase the knowledge of and loyalty to the brand to increase the targeted website traffic to increase the awareness of investors about the specific features of the portal and the regional development agenciesrsquo functioning to promptly receive information about the investment environment and to establish contacts with investors. At the same time the study of SMMactivity in the Russian regions revealed a very low level of quality of communication with investors through social networks. Scientific novelty for the first time the article investigates the significance and makes the comparative analysis of the Social Media Marketing channels with regard to investment promotion agencies as well as the results of the regional structures functioning for effective communication through social networks. Practical significance the main results of the research can be used by the regional investment agencies in order to promote their websites increase the quality of communication with investors and promote the investment attractiveness of the region as a whole. nbsp

Social theories for strategic communication

NARCIS (Netherlands)

Ihlen, Ø.; Verhoeven, P.; Holtzhausen, D.; Zerfass, A.

2015-01-01

Social theory provides strategic communication with a basic understanding of the societal role of the practice, and its ethical and political consequences. This chapter draws out some key conclusions based on a wide reading of social theory approaches. First of all, building on social theory means

Novel Opportunistic Network Routing Based on Social Rank for Device-to-Device Communication

Directory of Open Access Journals (Sweden)

Tong Wang

2017-01-01

Full Text Available In recent years, there has been dramatic proliferation of research concerned with fifth-generation (5G mobile communication networks, among which device-to-device (D2D communication is one of the key technologies. Due to the intermittent connection of nodes, the D2D network topology may be disconnected frequently, which will lead to failure in transmission of large data files. In opportunistic networks, in case of encountering nodes which never meet before a flood message blindly to cause tremendous network overhead, a novel opportunistic network routing protocol based on social rank and intermeeting time (SRIT is proposed in this paper. An improved utility approach applied in utility replication based on encounter durations and intermeeting time is put forward to enhance the routing efficiency. Meanwhile, in order to select better candidate nodes in the network, a social graph among people is established when they socially relate to each other in social rank replication. The results under the scenario show an advantage of the proposed opportunistic network routing based on social rank and intermeeting time (SRIT over the compared algorithms in terms of delivery ratio, average delivery latency, and overhead ratio.

Marketing Communications Effectiveness in Small and Medium Enterprises (SMEs in Bandung

Directory of Open Access Journals (Sweden)

Asep Suryana

2001-12-01

Full Text Available The objectives of the study were: (1 To know the dynamics of Small and middle Scale Industry (SMSI in Kabupaten Bandun; (2 Individual effectivity on SMSI in KabupatenBandung; (3 Marketing communication management effectivity on SMSI in Kabupaten Bandung; (4 The correlation between organization dynamics level and individual effectivity on SMSI organization in Kabupaten Bandung; (5 The correlation between organization dynamics level and effectivity of marketing communication management on SMSI in Kabupaten Bandung; and (6 The correlation between individual effectivity level and effectivity of marketing communication management on SMSI in Kabupaten Bandung. The methodology used in this study was Survey Methods, to conducted the manager and workers of Small Scale Industry in Kabupaten Bandung as population target. The sample size was 60 respondents selected randomly based on sampling Random sample, technique. The results of the study showed that: (1 The dynamics of SMSI organization concerning on anatomy, structure, and process organization was effective; (2 the individual on SMSI organization concerning on motivation, attitude, aptitude, temperament, and role perception was effective; (3 The effectivity of marketing communication management on SMSI in Kabupaten Bandung concerning on planning, actuating, controlling, and marketing communication mix was effective; (4 The correlation between the dynamics organization level and individual effectivity on organization SMSI was significan; (5 The correlation between the dynamics organization level and effectivity of marketing communication management on SMSI in Kabupaten Bandung, was significan; and (6 The correlaton between individual effectivity on organization and effectivity of marketing communication managementon SMSI in Kabupaten Bandung was significant.

Are pharmaceutical marketing decisions calibrated to communications effects?

Science.gov (United States)

Cavusgil, Erin; Calantone, Roger

2011-10-01

Marketing managers continually struggle with how to maximize the effects of an integrated marketing communications strategy. The growing number of available communication outlets, as well as highly varying competitive landscapes, adds further complexity to this challenge. This empirical study examines the differential impact within a pharmaceutical market therapeutic category where both "push" and "pull" communication strategies operate on consumers and gatekeepers alike, in an atmosphere of unrelenting product innovation and broad competition. Furthermore, we explore how two contingency variables-(a) the competitive landscape, and (b) the product's length of time on the market-interact with these communication efforts and affect brand and category sales.

Social marketing techniques for public health communication: a review of syphilis awareness campaigns in 8 US cities.

Science.gov (United States)

Vega, Miriam Y; Roland, Eric L

2005-10-01

To describe the social marketing approaches used to increase syphilis awareness in 8 US cities. We reviewed the typical academic approach for developing social marketing campaigns and interviewed health department staff responsible for social marketing campaigns in each city. Using social marketing techniques such as target segmentation, concept testing of materials, and formative evaluation, campaign planners throughout the 8 cities developed a variety of approaches to reach their target audiences. Preliminary results suggest 71% to 80% of men who have sex with men interviewed were aware of the campaigns, and 45% to 53% of them reported they were tested due to the campaigns. Campaigns should address the local epidemic and target audience with culturally appropriate messages.

HOLISTIC MARKETING MANAGEMENT AND SOCIAL MEDIA

OpenAIRE

William PERTTULA

2011-01-01

Social media and social media marketing are real challenges to holistic marketing management approach focusing on real customer value. A distinct problem for social media is making a profit when the standard practice is to not charge the user any money. Social media marketing relies on its similarity to word of mouth marketing which has always been praised for its effectiveness. Social media marketing can be faster and cheaper that other forms of marketing, and should be integrated with the r...

Social marketing and public health intervention.

Science.gov (United States)

Lefebvre, R C; Flora, J A

1988-01-01

The rapid proliferation of community-based health education programs has out-paced the knowledge base of behavior change strategies that are appropriate and effective for public health interventions. However, experiences from a variety of large-scale studies suggest that principles and techniques of social marketing may help bridge this gap. This article discusses eight essential aspects of the social marketing process: the use of a consumer orientation to develop and market intervention techniques, exchange theory as a model from which to conceptualize service delivery and program participation, audience analysis and segmentation strategies, the use of formative research in program design and pretesting of intervention materials, channel analysis for devising distribution systems and promotional campaigns, employment of the "marketing mix" concept in intervention planning and implementation, development of a process tracking system, and a management process of problem analysis, planning, implementation, feedback and control functions. Attention to such variables could result in more cost-effective programs that reach larger numbers of the target audience.

Internal Communication and Social Dialogue in Knowledge-Based Organizations

OpenAIRE

Diana-Maria CISMARU; Cristina LEOVARIDIS

2014-01-01

Knowledge-based organizations are constructed on intangible assets, such as the expertise and the values of the employees. As a consequence, motivation and professional excellence of employees are the main objectives of management teams. For this type of organizations, considered as true “knowledge systems”, the employees represent the most valuable resource that is not motivated only through financial means, but also through internal communication, autonomy or social rewards. The research of...

In-House Communication Support System Based on the Information Propagation Model Utilizes Social Network

Science.gov (United States)

Takeuchi, Susumu; Teranishi, Yuuichi; Harumoto, Kaname; Shimojo, Shinji

Almost all companies are now utilizing computer networks to support speedier and more effective in-house information-sharing and communication. However, existing systems are designed to support communications only within the same department. Therefore, in our research, we propose an in-house communication support system which is based on the “Information Propagation Model (IPM).” The IPM is proposed to realize word-of-mouth communication in a social network, and to support information-sharing on the network. By applying the system in a real company, we found that information could be exchanged between different and unrelated departments, and such exchanges of information could help to build new relationships between the users who are apart on the social network.

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

OpenAIRE

Yusuf BİLGİN

2018-01-01

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as ...

Social marketing of alternative transportation modes

DEFF Research Database (Denmark)

Thøgersen, John

Researchers and practitioners working with travel demand management (TDM) seem to be increasingly interested in social marketing as a means for promoting non-car modes of transportation. However, as is true for social marketing in general, there is little clarity of the social marketing approach...... associated with TDM. Hence, it is not surprising that the effectiveness of this means is subject to considerable uncertainty. This chapter outlines the field and definition of social marketing and reviews practical experience and research on social marketing in TDM as a basis for evaluating the usefulness...... of social marketing in this area....

Three types of communication on internal social media:

DEFF Research Database (Denmark)

Madsen, Vibeke Thøis

The aim of this paper is to explore to what extend internal social media introduces a new kind of participatory communication in organizations. The paper is based on two explorative studies: A multiple case study in ten Danish organizations and a single case study in a Danish bank. Based on the two...... studies it is proposed that it is possible to distinguish between three different types of communication arenas created by internal social media: A quiet arena, a knowledge sharing arena and a participatory communication arena. Internal social media does not in itself introduce participatory communication....... Different levels of communication might be reached in different types of organizations, and it is only when coworkers perceive a license to critique that organizations will actually develop participatory communication that has the ability to move the organization....

VIOLENCE IN MARKETING COMMUNICATION EFFORTS OF FASHION BRANDS: SHOCKVERTISING

OpenAIRE

BAYAZIT, Zeynep; PANAYIRCI, Uğur Cevdet

2016-01-01

Contemporary social and technological changes inevitably affect consumer behaviour. Today’s customer is savvy, have no time and hard to persuade. This new relationship between customers and brands has a deeper impact on competitive industries such as fashion. Fashion brands are eager to adopt shocking themes for their marketing communication efforts in order to emotionally affect and challenge consumers. Aim of this study is to study with a critical perspective the advertisement efforts of fa...

A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT

Directory of Open Access Journals (Sweden)

POP Nicolae Al.

2011-07-01

Full Text Available Starting from the meaning of the communication process in marketing, the authors try to identify its role in assuring the continuity of the management process in what concerns the relationships between all the partners of the company, on the long term. An emphasis is made on the role of online communication and its tools in relationship marketing. In order to validate some of the mentioned ideas the authors have chosen to undertake a qualitative marketing research among the managers of some Romanian tourism companies. The qualitative part of the study had as purpose the identification of the main tools which form the basis of the communication with the beneficiaries of the touristic services, of the way in which the companies use the online communication tools for attracting, keeping and developing the long term relationships with their customers in the virtual environment. The following tools have been analyzed: websites, email marketing campaigns, e-newsletters, online advertising, search engines, sponsored links, blogs, RSS feed, social networks, forums, online discussion groups, portals, infomediaries and instant messaging. The chosen investigation method was the selective survey, the research technique - explorative interrogation and the research instrument - semi structured detailed interview, based on a conversation guide. A very important fact is the classification resulted after the respondents were requested to mention the most efficient tools for attracting customers and for maintaining the relationships with them. Although the notoriety of the online marketing tools is high, there are some tools that are known by definition, but are not used at all or are not used correctly; or are not known by definition, but are used in practice. The authors contributed by validating a performing methodology of qualitative research, a study which will open new ways and means for making the online communication tools used for touristic services in

Integrating cell phones and mobile technologies into public health practice: a social marketing perspective.

Science.gov (United States)

Lefebvre, Craig

2009-10-01

Mobile communications are being used for many purposes, from instant messaging (IM), mobile or microblogging (Twitter), social networking sites (Facebook, MySpace), e-mail to basic voicemail. A brief background on cell phone and mobile technology use in public health is reviewed. The focus of the article is framing the use of mobile technologies in public health from a social marketer's perspective--using the 4 Ps marketing mix as a guide.

Understanding the role of marketing communications in direct marketing

NARCIS (Netherlands)

P. Naik; N. Piersma (Nanda)

2002-01-01

textabstractThe standard RFM models used by direct marketers include behavioral variables, but ignore the role of marketing communications. In addition, RFM models allow customer responsiveness to vary across different customers, but not across diiferent time periods. Hence, the authors first

Get Ready 'Cause Here It Comes: The Future of Marketing Communication (Marketing Writing for Technical Products).

Science.gov (United States)

King, Janice

1995-01-01

Discusses trends for the future in marketing communication: expanding channels for communication, global marketing, product brands, and changing jobs. Suggests ways marketing communicators can prepare for these changes. (SR)

Relationship between Social Media for Social Marketing in Family Planning

Directory of Open Access Journals (Sweden)

Ardiansyah

2013-06-01

Full Text Available This research aims to examine the influence of marketing mix carried out media performance social media portal on attitude towards a social marketing program,and its relationship with source credibility of the portal. This study was focused on "Generasi Berencana" Program (Generation with Plan Program, a program aimed at educating the youth on family planning The Research employed Structural Equations Modeling (SEM. Based on data from 150 respondents it can be concluded that in social marketing programs, source credibility, engagement, word of mouth have positive influence on the formation of behavior, but awareness of a program is not found to influence formation of behavior. This research also obtained findings that attitudes influence behavioral intention, but subjective norms is not positively influence the formation of behavioral intentions.

Can we compare SMS marketing to traditional marketing communications?

OpenAIRE

Roozen, Irene; Genin, Emile

2008-01-01

Nowadays most companies acknowledge the importance of SMS marketing in reaching and interacting with their customers (Kavassalis et al. 2003; Dickinger et al. 2004; Tsang, Ho & Liang 2004; Sharl, Dickinger & Murphy 2005; Muk 2007). However, there is much discussion in the press regarding the effectiveness when it comes to SMS marketing. Are customers willing to accept, reading and using SMS messages: how effective is SMS marketing compared to traditional marketing communications? The goal of ...

What is the optimum social marketing mix to market energy conservation behaviour: an empirical study.

Science.gov (United States)

Sheau-Ting, Low; Mohammed, Abdul Hakim; Weng-Wai, Choong

2013-12-15

This study attempts to identify the optimum social marketing mix for marketing energy conservation behaviour to students in Malaysian universities. A total of 2000 students from 5 major Malaysian universities were invited to provide their preferred social marketing mix. A choice-based conjoint analysis identified a mix of five social marketing attributes to promote energy conservation behaviour; the mix is comprised of the attributes of Product, Price, Place, Promotion, and Post-purchase Maintenance. Each attribute of the mix is associated with a list of strategies. The Product and Post-purchase Maintenance attributes were identified by students as the highest priority attributes in the social marketing mix for energy conservation behaviour marketing, with shares of 27.12% and 27.02%, respectively. The least preferred attribute in the mix is Promotion, with a share of 11.59%. This study proposes an optimal social marketing mix to university management when making decisions about marketing energy conservation behaviour to students, who are the primary energy consumers in the campus. Additionally, this study will assist university management to efficiently allocate scarce resources in fulfilling its social responsibility and to overcome marketing shortcomings by selecting the right marketing mix. Copyright © 2013 Elsevier Ltd. All rights reserved.

Source-Message-Receiver in Integrated Marketing Communication

Science.gov (United States)

Broussard, Sharee LeBlanc

2011-01-01

This is an abbreviation of the author's dissertation. Because integrated marketing communication (IMC) research has traditionally been problematic, this study used an existing scale to determine that higher educational institutional advancement (alumni, marketing-communications, development) is an appropriate venue to study the process model of…

Plano de social media marketing para a TAP Portugal

OpenAIRE

Lopes, Andreia Cristina Figueiredo

2014-01-01

Mestrado em Marketing O social media marketing adquire cada vez maior relevo para as empresas e exige, tal como noutras áreas de marketing, a delineação de um plano estratégico por forma a potenciar o seu sucesso. Tomando como objecto de estudo a companhia aérea TAP Portugal, foi elaborado um Plano de Social Media Marketing, com base no modelo conceptual de Barker et al. (2013), designado de "Social Media Planning Cycle". Para a elaboração do Plano, foram recolhidos dados primários, seguin...

Marketing Verde: responsabilidade social e ambiental integradas na envolvente de marketingGreen Marketing: integrated social and environmental responsibility in the marketing environmentMarketing Verde: responsabilidad social y ambiental integrada en la envolvente de marketing

Directory of Open Access Journals (Sweden)

DALMORO, Marlon

2009-03-01

Full Text Available RESUMOO presente estudo tem como objetivo principal analisar e descrever como a responsabilidade social e ambiental está integrada na envolvente de marketing de uma unidade franqueada da Companhia Coca-Cola. Ao encontro das percepções de Karna, Hansen e Juslin (2001, a envolvente de marketing é descrita, baseada em três níveis hierárquicos: marketing estratégico, estrutural e funcional. Neste sentido, realizou-se uma abordagem qualitativa com estudo de caso, no qual os dados foram coletados, por meio de entrevistas semiestruturadas com pessoas envolvidas no processo de gestão ambiental e social da empresa franqueada. No tratamento dos dados foi utilizada análise de conteúdo. Na percepção dos entrevistados, a empresa encontra-se em um avançado processo de integração em toda a organização de uma cultura de marketing verde, principalmente, pela relação de franqueado, mantida com a Companhia Coca-Cola. Observou-se que a empresa franqueada, bem como a companhia, de modo geral, encontram-se numa situação pró-ativa em termos de marketing verde, mesmo que o ambiente institucional não cumpra com o seu papel na plenitude.ABSTRACTThis study aims to describe and analyze as social and environmental responsibility is integrated in the marketing strategy of a Coca-Cola Company franchisee. By the perceptions of Karna, Hansen and Juslin (2001, environment marketing is described based on three hierarchical levels: strategic, structural and functional marketing. There has been developed a qualitative approach through case study, in which the data were collected through semi-structured interviews with people involved in the process of environmental and social management of the franchisee company. Data treatment was used in the analysis of content. In the interviewer’s perception, the company is in advanced process of integration across the organization of a green marketing culture, primarily by the relationship of the franchisee maintained

M matters: What's social marketing and media got to do with it?

Science.gov (United States)

Yu, Pattie; Waller, Karen

2010-01-01

For years now, social change leaders have applied marketing principles to move and motivate their target audiences to change attitudes and ultimately and ideally behavior. By making the consumer the focus of the program, understanding the benefits and barriers for participating, and engaging in the marketing mix of product, price, promotion, and place, social marketers have been successful in applying this framework to clinical trial recruitment. A comprehensive recruitment plan will address the goal, objective,target, strategy, tactics, and evaluation that center around tested messages, disseminated through a host of communications channels including media and the "new" news media. The heart of social marketing, whether a public engagement campaign or a clinical trial recruitment effort, is always about them, not about you. Keeping focused on the target audience, their desires and concerns and channeling compelling messages through creative, motivating ways to engage them will help ensure a successful effort.

How is Social Media Influencing the Way we Communicate?

OpenAIRE

Diana Gherghita-Mihaila

2016-01-01

Social media has transformed the way we think our campaigns and communicate with our audience, but also it changed the way we get in touch with our target and make it react to what we are saying or doing. The objective of this paper is to emphasize that we not only use social media on a personal level, but we’ve transformed it in an important marketing tool for our business. Today we live in online almost as much as we live in the real world. A company without a website and social...

Market-Based Fisheries Management

DEFF Research Database (Denmark)

Høst, Jeppe Engset

a timely, critical insight into the social, cultural and economic aspects and consequences of market-based fisheries management. The privatization of fish quotas in Denmark represents one of the most far-reaching and comprehensive privatization schemes of its kind and has been widely promoted as a market......-based system with innovative social safeguards. This work critically examines this privatization of fish resources, combining quantitative and qualitative material to provide new understanding of fish quotas and their social value. Scholars with an interest in privatization and the socio-economic aspects...... of fisheries, and those working with NGOs, fishers and fisheries, and concerned with political conflicts will all value the research presented here....

Consumer Activities and Reactions to Social Network Marketing

OpenAIRE

Bistra Vassileva

2017-01-01

The purpose of this paper is to understand consumer behavioural models with respect to their reactions to social network marketing. Theoretical background is focused on online and social network usage, motivations and behaviour. The research goal is to explore consumer reactions to the exposure of social network marketing based on the following criteria: level of brand engagement, word-of-mouth (WOM) referral behaviour, and purchase intentions. Consumers are investigated ...

Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience

OpenAIRE

Wohlfeil, Markus; Whelan, Susan

2005-01-01

As a result of significant changes in their marketing environments and in consumer behaviour, marketers are confronted with the decreasing effectiveness of their classic marketing communications (Kroeber-Riel 1984) and, consequently, in need of new ways to position their brands in consumers’ minds. Because nothing is more convincing than personal experiences (Nickel 1998), event-marketing creates new brand-related realities by staging marketing-events with which consumers interact. This would...

Integrated marketing communications:pathway for enhancing client-costomer relationships

Directory of Open Access Journals (Sweden)

Kehinde Oladele Joseph

2010-12-01

Full Text Available The strategic coordination of marketing communication tools is vital and highly crucial for every result driven organization today. Companies must be able to deliver the right message to their target audience in order to elicit the right results. The objectives of this paper amongst others are to: (i ascertain whether proper implementation of Integrated Marketing Communications can help reduce the cost of marketing communication or promotional budget. (ii Establish whether the use of integrated marketing communications by firm through its advertising agencies can bring about profitable long-term client-customer relationships. The paper raises two hypotheses, which are stated in the null form. These are: The more an organization adopts Integrated Marketing communications, the more fund it will spend on promotional activities in the long run, and the less an organization adopts IMC principles, the more profitable Client-Customer relationship it will build. The paper uses survey method with structured questionnaire to obtain data that were later analyzed with correlation coefficient and analysis of variance test statistics. (ANOVA. Findings show that company will be able to save cost on marketing communication and promote lasting long-term client-customer relationships, if they properly adopt integrated marketing communication principles. The paper makes valuable recommendations which users of IMC will find useful in the ever dynamic and highly competitive world of marketing

Selected indicators for evaluating the effectiveness of marketing communication

Directory of Open Access Journals (Sweden)

Aneta Olejniczak

2015-06-01

Full Text Available The issue of the evaluation of marketing activity in each institution most often refers to marketing communications and therefore promotional activities of the company. Whereas measuring the effectiveness of marketing communications results, we can use many tools-indicators, the use of which will track the progress and assess the effectiveness of our institution run by marketing communications. With a view to implementing effective marketing strategy we must be able to measure our success. In this article, has been made a review of selected indicators to evaluate the effectiveness of marketing communications. Cited indicators are commonly used. According to the authors, each institution should create its own set of indicators by which the effects of its operations will be best measured.

ANALYZING SOCIAL NETWORKS FROM THE PERSPECTIVE OF MARKETING DECISIONS

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Logica BANICA

2015-12-01

Full Text Available Nowadays, the Web became more than a space for product presentation, but also a capitalization market (e-commerce and an efficient way to know the customer preferences and to meet their requirements. Large companies have the financial potential to use various marketing strategies and, in particular, digital-marketing. Instead, small businesses are looking for lower cost or no cost methods (also called guerrilla marketing. A small company can compete with a large company by approaching a particular range of products that excel in quality, and also by inventiveness in the marketing strategy. During 2010-2015 the potential of Information Technology and Communications (IT&C sector was proved for the companies which aimed towards modernization of technologies and introduced new strategies in order to commercialize new products. An important challenge for companies was to be aware of the changes in customer behaviour, using social networks software. Finally, research centers have set up new IT&C services and improved marketing and communications following the crisis. More and more companies invest in analytic tools to monitor their marketing strategies and Big Data becomes extremely useful for this purpose, using information like customer demographics and spending habits, oscillation between simplicity, comfort and glamour. There are various tools that can transform in a very short time, massive amounts of data into real business value in a very short time, helping companies and retailers to understand, at any point in the product lifecycle, which trends are gaining and which are losing ground. These insights give them the possibility to reduce the risk of not selling their products by making adjustments to the design, production or promotional strategies, before putting the goods on the market. In this paper we aim to present the advantages of exploring customer requirements from social media for marketing strategy of an enterprise, by using SNA

Analysis of Effectiveness of Modern Information and Communication Technologies on Maize Marketing Efficiency in Selected Markets of Malawi

OpenAIRE

Tione, S. E.; Katengeza, Samson P.; Mangisoni, Julius H.

2013-01-01

Developing countries have been promoting initiatives that aim at reducing information asymmetry among market players especially smallholder farmers. Using co-integration error correction models, the study assessed effectiveness of modern Information and Communication Technologies (ICT) based market interventions in improving maize market efficiency in Malawi. Considering that efficient markets are integrated markets when price difference is only a factor of transaction costs, Threshold Autore...

A Social Media Marketing Plan for a Medium-sized Consumer Goods Company

OpenAIRE

Okolie, Emeka

2013-01-01

The objective of this study is to develop a social media marketing plan for the case com-pany to integrate it into its existing marketing communications. The case company of this study is a medium-sized consumer goods producing company that advertises its brand and products using traditional methods of advertising (radio, television, flyers and event promotion). At the moment, these methods seem to be lacking in efficiency and effective-ness caused by the saturation of marketing information w...

Effectiveness of HIV prevention social marketing with injecting drug users.

Science.gov (United States)

Gibson, David R; Zhang, Guili; Cassady, Diana; Pappas, Les; Mitchell, Joyce; Kegeles, Susan M

2010-10-01

Social marketing involves applying marketing principles to promote social goods. In the context of health behavior, it has been used successfully to reduce alcohol-related car crashes, smoking among youths, and malaria transmission, among other goals. Features of social marketing, such as audience segmentation and repeated exposure to prevention messages, distinguish it from traditional health promotion programs. A recent review found 8 of 10 rigorously evaluated social marketing interventions responsible for changes in HIV-related behavior or behavioral intentions. We studied 479 injection drug users to evaluate a community-based social marketing campaign to reduce injection risk behavior among drug users in Sacramento, California. Injecting drugs is associated with HIV infection in more than 130 countries worldwide.

SOCIAL MARKETING : A NEW APPROACH IN MENTAL HEALTH RESEARCH

Science.gov (United States)

Tiwari, S.C.

1998-01-01

Social marketing has a proven role in marketing and many manufacturing establishments/ organizations have been marketing their products incorporating social marketing research. Social marketing has its root in the ground fact that the perceptions and expectations of the consumers are important in influencing buying behaviour. The principles of social marketing, therefore, have been extensively utilized in the areas of consumer products. These are also used in several other fields for modifying behaviours such as civil administration, public establishments etc. In health sector social marketing has not found appropriate application whereas it could be utilized in an effective way for creating awareness, formulating health related policies, their implementation and for preventing a variety of illnesses/abnormal behaviours etc. With this background knowledge about social marketing, the author hypothesized that abnormal behaviours could be modified, health education packages could be developed to make more acceptable and effective and desired behaviours could be induced if perceptions and expectations of the community (consumers) are known a prioriori and their expectations are incorporated in programmes and policies. Thus, the author utilizing the concepts of social marketing for understanding community′s perceptions and expectations regarding issues of health, and for incorporating the same in health related programmes and policies, introduced this research concept in medical field in this country. The important findings of three research projects based on the concepts of social marketing research and their implications have been discussed. PMID:21494494

Integrated marketing communications paradigm in digital environment: The five pillars of integration

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Rakić Beba

2014-01-01

Full Text Available This paper is focused on the paradigm of integrated marketing communications (IMC in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print - newspapers, magazines; radio; television; direct-response media - telephone, direct mail, catalogue marketing; billboards; other 'specific media': product - especially brand, packaging; price; place; people; process; physical evidence; traditional/offline consumers - WOM communications and digital media ( the Internet; mobile phones and other mobile devices; digital newspapers and magazines through the Internet and mobile devices; digital radio; digital TV; digital consumers - digital WOM communications. Second, integration in terms of communication methods, it means that IMC are a mix of traditional promotion (advertising, personal selling, public relations & publicity, direct marketing, sales promotion, digital communications/interactions (Internet communications, mobile communications, communications via digital radio and TV and WOM communications/interactions (offline and online. Third, integration in terms of time of communications and possibilities for interaction, it means that IMC are a mix of traditionalstatic communications ('monologue' towards the target audience and dynamic communications ('dialogue' in real time. Fourth, integration in terms of actors, it means that IMC are a mix of communications initiated both by consumers (WOM communications - offline and online/e/digital and organizations. Fifth, integration in terms of content creation, it means that IMC are a mix of communications based on consumer generated content and marketing content (created by organisations.

A Multivariate Approach to Facebook Data for Marketing Communication

OpenAIRE

Arrigo, Elisa; Liberati, Caterina; Mariani, Paolo

2016-01-01

[EN] The aim of this paper is to propose a method to explore and synthesize social media data in order to aid businesses to make their communication decisions. The research was conducted at the end of 2014 on 5607 Italian Facebook subjects interested in drugs and health. In this study, we refer to the pharmaceutical market that is characterized by strict legal constraints, which prevent any promotional activities (such as advertising) of companies on prescription drugs. Thus...

Specifics and Features of Outsourcing Marketing Communications Activity

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Grzegorz Hajduk

2016-09-01

Full Text Available The aim of this paper is to describe the outsourcing of marketing communications as a business trend. The author discusses possible scopes of external entities’ involvement and presents positive and negative aspects of marketing communications outsourcing. Efficient use of modern forms of marketing communication is the domain of a highly specialized group of agencies and other providers of marketing services. The use of their creativity, competence and skills in the field of communication has a significant impact on its effectiveness. For many companies, it is currently more profitable to benefit from external specialists instead of hiring them and improving their competence within the organization. This solution also seems more beneficial with respect to the effectiveness of management and optimization of resources. However, given the importance of the brand as a company's most crucial intangible asset of strategic importance, delegating all decision-making power associated with it beyond the company is irrational. The choice of strategies and determination of key assumptions relating to integrated marketing communication should remain the responsibility of the parent company.

Segmenting Costumers Based on Their Reactions to Social Networks Marketing on Instagram

Directory of Open Access Journals (Sweden)

rashin ghahreman

2017-09-01

Full Text Available Since customers react differently to business and marketing on social networks, the researcher is looking for segmenting customers into different categories according to their reaction to marketing in social networks. The present study is a descriptive-exploratory research and the data were collected through a questionnaire. The population of 14,000 follower of the researcher’s personal page on Instagram were analyzed and a sample 224 members were randomly selected. To analyze the data, a two-step clustering method was applied. As a result, five distinct clusters (the active, the talker, the hesitant, the passive and the averse were identified. Two segments were reported to be highly influenced by social networks marketing in terms of brand engagement, purchase intention and word of mouth advertisement (WOM. The "Active" are the most influenced group including 18.3% of the population most of whom are single girls or women. The next group that are influenced the most by social networks marketing is the "Talker". This group represents 24.1% of the population, the most populated group. The "Talker" are different from the "Active" in term of their intention to purchase. Totally, 42.2% of the population are reported to be influenced by social networks marketing.

Marketing Communications in Public Administration : Case: Municipal IT Unit

OpenAIRE

Teräväinen, Terhi

2011-01-01

Marketing communications is traditionally associated with the private sector and commercial activities, but the term is nowadays also widely used in public sector contexts. In this thesis marketing communications is analysed from a public administration point of view. The empirical part deals with marketing communications executed by the Municipal IT Unit of the Ministry of Finance. The objective is to find out what is considered important when it comes to planning and implementing market...

Identifying and assessing the factors affecting skill gap in digital marketing in communication industry companies

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Fereshteh Ghotbifar

2017-03-01

Full Text Available As far as new communication channels are concerned, there have been extensive developments in communications and marketing in digital era. Today, therefore, companies try to take advantage of digital marketing channels to provide suitable services to customers to improve their satisfaction level. However, this study aimed to identify and assess factors affecting skill gap in digital marketing. This was descriptive correlation study. The population consisted of experts in communications industry to identify most important skill gaps in digital marketing and factors affecting them; also, managers and specialists of these companies were investigated to determine the role of identified factors in reducing skills gaps. Using localized questionnaire and interviewing with ten experts who were selected by Delphi snowball method, the skill gaps in marketing and factors affecting them were identified. Also, a researcher made questionnaire with 32 questions was distributed among 226 employees to investigate the identified factors role in reducing skills gap in digital marketing. The results showed that from four identified factors, the components including operational strategic factors and environmental factors had direct and positive impact on creating skill gap in digital marketing of studied companies. The environmental factors such as social and cultural conditions, religion, technology, and economy had more proactive impact on skills gap in digital marketing. Also, the results showed that among skills gaps in digital marketing of studied companies, the skills (Principles of Communication and (Predicting Future had the highest and lowest gaps, respectively.

ll social ed il mobile commerce secondo gli esperti di digital marketing

OpenAIRE

Latorre Annaluce; Vernuccio Maria

2014-01-01

Advances in social media and mobile communication have ledto the development of "social" and "mobile commerce". Stemming from aliterature review, this paper aims to explore practitioners' interpretative perspective of the phenomena. To this purpose, we have drawn upon 25 in-depth interviews with Italian digital marketing specialists and examined their point of view using content analysis techniques. The findings show the characteristics, potentialities and critical aspects of "social" and "mo...

Role of Marketing Communication in a Company: Lumar Case Study

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Sara Kobold

2014-03-01

Full Text Available Marketing communication is an integral part of the famous 4-P. It plays an important role in the company, as it helps to increase company’s visibility and strengthen its brand. Marketing communication is achieving its objectives in communicating with customers and consumers using its marketing communication tools. If a company wants to be ahead of the competition, and have a good look in costumers’ ayes, marketing communication is most crucial. In this paper we analyze the case of marketing communication company Lumar. The results obtained argue that the company is well known, where we recognize especially the electronic media as most important tool of marketing communication. However, we noticed that the brand recognized more regionally – especially in Styria and Carinthia, despite the fact that the company is well known and active in all regions in Slovenia and abroad (Italy, Germany, Austria.

Using of Marketing Communication for Distance Education Institutions

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R. Ayhan YILMAZ

2005-04-01

Full Text Available Using of Marketing Communication for Distance Education Institutions R. Ayhan YILMAZ, Ph.DAnadolu UniversityCommunication Sciences FacultyEskisehir, TURKEY INTRODUCTION Because of increased competition for scarce resources, marketing has become an important activity of many nonprofit organizations. Higher education institutions, as one of these nonprofit organizations, provide us with excellent examples of this trend (Hayes, 1991. The marketing of higher education has received a tremendous amount of emphasis and attention. Distance education (DE has become an accepted form of education and has been gaining widespread popularity in recent years. Marketing concept has been gaining importance in distance education sector throughout the world. The factors responsible for this are self-support policies, increasing competitiveness in the marketplace, rising customer expectations, widening access to education etc (Gupta, 2005. More than 70 countries are offering educational programmes through distance education all over the world today (Sudalaimuthu, Visited 3rd March, 2005, http://www.ignou.ac.in/Theme-1/S.%20Sudalaimuthu.htm Because of flexibility, convenience and opportunity, distance education is becoming so popular, profitable and vital. By 2005, % 90 American universities will offer at least one course online. Currently about 3 million Americans are distance education students (Gonzales, 2002. In this paper, I will discuss the following questions: What is the brief history and changing environment of distance education? Which marketing communication tools are used in DE institutions? What benefits does marketing communications provide to DE institutions? BRIEF HISTORY OF DISTANCE EDUCATION Distance education began as a correspondence course in the 1800's. Between the years of 1950 and 1960, it serviced as video conferencing. From 1950 to 1980, teleconferencing was used. Since 1990 to present day, web-based instruction have been using in distance

Theory in Social Marketing

DEFF Research Database (Denmark)

Hastings, Gerard; Brown, Abraham; Anker, Thomas Boysen

2010-01-01

influence this positioning (Social Cognitive Theory and Social Norms) and; (iii) what offerings might encourage them to change their behaviour – or, those in a position to do so, to make the social context more conducive to change (Exchange Theory). Moreover, the chapter outlines how social marketers might......The chapter looks at three important theories which help social marketers to think more systematically about the key questions they need to address:  (i) how does the target group or population feel about a particular behaviour (Stages of Change Theory); (ii) what social and contextual factors...... benefit from a social epistemological approach....

INFLUENCE OF MARKETING COMMUNICATIVE STRATEGIES ON CONSUMER BEHAVIOUR: A CASE OF THE HIGH-TECHNOLOGY MARKET OF UKRAINE

OpenAIRE

Victoria Zhurylo; Olga Prygara

2017-01-01

The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech...

INFLUENCE OF MARKETING COMMUNICATIVE STRATEGIES ON CONSUMER BEHAVIOUR: A CASE OF THE HIGH-TECHNOLOGY MARKET OF UKRAINE

Directory of Open Access Journals (Sweden)

Victoria Zhurylo

2017-11-01

Full Text Available The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech goods and on the level of consumer involvement in the purchasing process. Results showed that Highly Rational, Cautious, and Demonstrative behaviours can be observed in case of high consumer involvement in the buying process. Rationally-Confident, Comfortable, Adaptive behaviour can be observed in the case of low involvement. The peculiarities of communicative influence for each type of consumer behaviour in the market of high-tech goods are determined and the appropriate strategies of marketing communication are offered. Practical implementation. Strategies of communicative influence and communication sources depend on consumer behavioural types and the stage of the process of adopting innovations. In case of highly rational consumer behaviour, generic strategy, benefit strategy, and unique technical advantage strategies are recommended to be used as the main communicative strategies. Benefit strategy, unique technical advantage strategy, positioning strategy should be used in the case of rationally confident behaviour. The technology of intrusion, intimidation, positioning strategy, affective strategy, and resonance strategy should be used in the case of cautious consumer behaviour. Brand strategy should be used in the case of demonstrative consumer behaviour. The communicative strategies of product positioning and the strategy of resonance can be used in the case of comfortable consumer behaviour. Brand strategy is the main communicative strategy in the

ANALYTICAL VIEW OF THE PERCEPTION OF SELECTED INNOVATIVE APPROACHES IN MARKETING COMMUNICATIONS

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Peter Dorčák

2015-07-01

Full Text Available Purpose: The purpose of this paper is to present by means of thorough analysis of the selected market the perception of innovative approaches in marketing communication, both from the perspective of the companies on the supply side and from the perspective of their potential customers on the demand side. As regards the companies, it is in particular about their perception of relative benefits the use of electronic marketing instruments has given the degree of effort and resources spent on the establishment and maintenance of e-marketing infrastructure. As regards the customers, it is, in turn, about their perception of the particular aspects of use of virtual social networks by the companies for branding purposes or directly for promotion.Methodology/Approach: Object of the research were real companies active on the analysed market. The subject of the research were their actual and potential customers represented by the users of one of the local Internet portals long active on the analysed market. Both these groups were presented with questions by means of electronic questionnaires. The data were subsequently processed and interpreted through cluster analyses.Findings: Based on the confirmed aspects we came to the conclusion that perceived benefit of the Internet on business is closely related to on-line activity of the companies and to the number of instruments the company uses to promote its business. Last but not least, we have investigated whether economic status of the users (real or potential customers has an impact on their perception of the companies' use of social networks for promotional purposes. The similarity of behaviour of particular groups allows for more accurate targeting of on-line activity with respect to selected target markets.Research Limitation/implication: The biggest limitation is the territorial nature of the research. Research was targeted primarily at the Central European market.Originality/Value of paper: Presented

Integrated marketing communication and the role of public relations therein : a case study of RAU

OpenAIRE

2012-01-01

M.A. This study determines the role of public relations as a marketing communication function in RAU's integrated marketing communication approach. The research topic was selected for numerous reasons. Firstly, dramatic changes have occurred in the tertiary educational domain, which causes universities to adapt their marketing communication approaches. Based on these environmental changes, the Public Relations Division at RAU commissioned the study on the research topic, which is the secon...

Social Media Marketing Strategies for Customer Retention in Fitness Industry

OpenAIRE

Ilina, Aleksandra

2015-01-01

The purpose of the study was to investigate the most effective ways of social media marketing that can be applied for customers’ loyalty management in fitness industry, as well as particular features, benefits, and methods of these strategies. The main idea is to create appropriate guidelines for the case companies to build social bonds with customer that will positively impact on maintaining communication and retention. The data for this study were collected from several sources, such as ...

[Direct-to-consumer genetic testing through Internet: marketing, ethical and social issues].

Science.gov (United States)

Ducournau, Pascal; Gourraud, Pierre-Antoine; Rial-Sebbag, Emmanuelle; Bulle, Alexandre; Cambon-Thomsen, Anne

2011-01-01

We probably did not anticipate all the consequences of the direct to consumer genetic tests on Internet, resulting from the combined skills of communication and genomic advances. What are the commercial strategies used by the companies offering direct-to-consumer genetic tests on Internet and what are the different social expectations on which they focus? Through a quantitative and qualitative analysis of the web sites offering such tests, it seems that these companies target a triple market based on: the "healthism" which raises health and hygiene to the top of the social values; the contemporary demands of the users to become actual actors of health decisions; and finally on the need for bio-social relationships. These three commercial strategies underlie various ethical and societal issues justifying a general analysis.

Can social marketing approaches change community attitudes towards leprosy?

Science.gov (United States)

Brown, Wendy

2006-06-01

This essay explores how the concept of social marketing can be employed to change attitudes towards leprosy. Firstly, the concept of social marketing is discussed, then the attitudes that people have about leprosy, the stigma that people with leprosy and their families may face, and the detrimental effects that this can have on their lives. The effect of knowledge and education on attitudes towards leprosy is discussed, as this can be a key component of social marketing campaigns. Various methods of social marketing used to change attitudes and reduce stigma are examined, such as mass media campaigns, school based education, methods which involve community leaders, and the integration and improvement of leprosy services. Principles of social marketing which can lead to the success of campaigns such as incorporating local beliefs are emphasized. The success of the social marketing campaign in Sri Lanka is described, which aimed to remove the fear of leprosy, and to encourage patients to seek and comply with treatment. Finally, it is argued that social marketing, used correctly, can be highly effective at changing community attitudes towards leprosy, reducing stigma and improving the lives of patients, who become able to seek treatment sooner as they lose their fear of stigmatization.

Social marketing: consumer focused health promotion.

Science.gov (United States)

Blair, J E

1995-10-01

1. Social marketing provides a theoretical basis to increase awareness of preventable health conditions and to increase participation in wellness programs. 2. The philosophy of social marketing underscores the necessity to be aware of and responsive to the consumer's perception of needs. 3. Social marketing is distinguished by its emphasis on "non-tangible" products such as ideas, attitudes, and lifestyle changes. 4. "Marketing mix" is a social marketing strategy that intertwines elements of product, price, place, and promotion to satisfy needs and wants of consumers.

Consumer Behavior and Social Media Marketing: A Research on University Student

OpenAIRE

NARCI, Muhammed Talha

2017-01-01

Social media sites are the most time spent areas in recent years with the services what they provide and the number of users is rapidly increasing. Thanks to a large number of social media users, companies turn to this field, and through this, firms can reach more people by carrying out promotion and marketing activities. On the other hand, social media sites enable consumers to gather information about their needs and they can directly communicate with companies about the products and servic...

Green Marketing: integrated social and environmental responsibility in the marketing environment

OpenAIRE

Dalmoro, Marlon; Venturini, Jonas Cardona; Diniz Pereira, Breno Augusto

2009-01-01

This study aims to describe and analyze as social and environmental responsibility is integrated in the marketing strategy of a Coca-Cola Company franchisee. By the perceptions of Karna, Hansen and Juslin (2001), environment marketing is described based on three hierarchical levels: strategic, structural and functional marketing. There has been developed a qualitative approach through case study, in which the data were collected through semi-structured interviews with people involved in the p...

Social media marketing as a tool of enterprise’s product promotion

OpenAIRE

O.F. Gryshсhenko; A.D. Niesheva

2013-01-01

The aim of this article. The aim of this article is to analyze the connection and relation between social media marketing and enterprise’s products promotion, to show the importance of using social media in marketing and the role of marketers in this process. The results of the analysis. This article is based on the investigation of specialized literature regarding new promotional techniques used at the global market nowadays. Authors analyze the definition to the social media marketing...

Marketing communication of World championship in acrobatic rock and roll 2013

OpenAIRE

Zbořilová, Veronika

2012-01-01

Title: Marketing communication of World championship in acrobatic rock and roll 2013 Goal: Evaluation of marketing communication of World championship in Acrobatic Rock and Roll 2009 and proposing marketing communication of 2013 Methods: In this work were used analysis of texts and documents, qualitative interview, observation and SWOT analysis. Results: New integrated proposal of marketing communication with two appearance variations of advertising leaflets. Key words: Marketing, communicati...

Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel

OpenAIRE

Saqib, Muhammad

2016-01-01

Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive ...

Brand marketing model on social networks

OpenAIRE

Jezukevičiūtė, Jolita; Davidavičienė, Vida

2014-01-01

Paper analyzes the brand and its marketing solutions on social networks. This analysis led to the creation of improved brand marketing model on social networks, which will contribute to the rapid and cheap organization brand recognition, increase competitive advantage and enhance consumer loyalty. Therefore, the brand and a variety of social networks are becoming a hot research area for brand marketing model on social networks. The world‘s most successful brand marketing models exploratory an...

Market efficiency, competition, and communication in electric power markets. Experimental results

International Nuclear Information System (INIS)

Chapman, D.; Mount, T.D.; Vossler, C.A.; Barboni, V.; Thomas, R.J.; Zimmerman, R.D.

2004-01-01

Economic theory gives no clear indication of the minimum number of producers necessary for a market to define competitive price-quantity equilibria, which approximate price equal to marginal cost. Previous work and Federal Energy Regulatory Commission (FERC) guidelines generally suggest that 6-10 suppliers may be workably competitive. Our experiments with PowerWeb suggest that a higher number of suppliers may be necessary to approximate competitive market solutions, this in the absence of any communication among producers. As communications rules are altered to parallel differing types of antitrust enforcement, market results with 24 participants approach pure monopoly values

Internal Social Media: A New Kind of Participatory Organizational Communication?

DEFF Research Database (Denmark)

Madsen, Vibeke Thøis

More and more organizations develop the social media features on their intranet and encourage coworkers to communicate, connect with each other and share knowledge across departmental and geographical distance. The question is however how this internal social media (ISM) influences organizational......-censorship on Internal Social Media: A Case Study of Coworker Communication Behavior in a Danish Bank” explores coworkers’ communication strategies and behavior on ISM. Based on interviews with 24 coworkers in Jyske Bank the article explores if and how self-censorship influence their communication on internal social...... communication and the organization, and the purpose of the dissertation is to explore internal social media and coworkers as communicators on internal social media from a communication perspective to answer the overall research question: Does internal social media create a new kind of participatory...

THE EFFECT OF ADVERTISING ON SOCIAL NETWORKS ON THE MARKETING OF SPORTS SERVICES - CASE STUDY: SOCIAL TELEGRAM USERS

OpenAIRE

Mahsa Nematzadeh

2017-01-01

Today, the number of social networks in which communications are made is increasing rapidly, and most teenagers and adults, as part of everyday life, use the benefits of knowing others and introducing themselves to others from social networks such as Facebook, MySpace, LinkedIn, YouTube, Weblogs and Wikiquote. The purpose of this study was to investigate the effect of advertising on social networks on the marketing of sports services. Methodologically, this descriptive study was of correlatio...

The role of digital channels in industrial marketing communications

OpenAIRE

Karjaluoto, Heikki; Mustonen, Nora; Ulkuniemi, Pauliina

2015-01-01

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans thre...

Social Marketing. A Guide. First Draft.

Science.gov (United States)

Rosenau, Fred S.

This introductory guide to nonprofit social marketing provides marketing techniques and guidelines in seven chapters. Topics covered include a general discussion of social marketing, with several definitions; market research, including factors to be considered in planning a marketing strategy, forces for and against educational changes, cluster…

Using of Marketing Communication for Distance Education Institutions

OpenAIRE

R. Ayhan YILMAZ

2005-01-01

Using of Marketing Communication for Distance Education Institutions R. Ayhan YILMAZ, Ph.DAnadolu UniversityCommunication Sciences FacultyEskisehir, TURKEY INTRODUCTION Because of increased competition for scarce resources, marketing has become an important activity of many nonprofit organizations. Higher education institutions, as one of these nonprofit organizations, provide us with excellent examples of this trend (Hayes, 1991). The marketing of higher education has received a tremendous a...

Changing health behaviors with social marketing.

Science.gov (United States)

Suarez-Almazor, M E

2011-08-01

Social marketing uses marketing techniques to promote healthy attitudes and behaviors. As in traditional marketing, the development and implementation of social marketing programs is based on the four P's: product, price, place, and promotion, but it also incorporates the partnership and participation of stakeholders to enhance public health and engage policy makers. The "product" in social marketing is generally a behavior, such as a change in lifestyle (e.g., diet) or an increase in a desired health practice (e.g., screening). In order for people to desire this product, it must offer a solution to a problem that is weighed with respect to the price to pay. The price is not just monetary, and it often involves giving something up, such as time (e.g., exercising) or a wanted, satisfying behavior (e.g., smoking). In its development phase, social marketing incorporates qualitative methods to create messages that are powerful and potentially effective. The implementation of the programs commonly involves mass campaigns with advertisement in various media. There have been a few social media campaigns targeting bone health that have been disseminated with substantial outreach. However, these have not been systematically evaluated, specifically with respect to change in behavior and health outcomes. Future campaigns should identify target behaviors that are amenable to change such as bone mass measurement screening or exercise. Audience segmentation will be crucial, since a message for young women to increase peak bone mass would be very different from a message for older individuals who have just experienced a fracture. Campaigns should involve key stakeholders, including policy makers, health providers, and the public. Finally, success must be carefully evaluated, not just by the outreach of the campaign, but also by a change in relevant behaviors and a decrease in deleterious health outcomes.

Brand Marketing Model on Social Networks

Directory of Open Access Journals (Sweden)

Jolita Jezukevičiūtė

2014-04-01

Full Text Available The paper analyzes the brand and its marketing solutions onsocial networks. This analysis led to the creation of improvedbrand marketing model on social networks, which will contributeto the rapid and cheap organization brand recognition, increasecompetitive advantage and enhance consumer loyalty. Therefore,the brand and a variety of social networks are becoming a hotresearch area for brand marketing model on social networks.The world‘s most successful brand marketing models exploratoryanalysis of a single case study revealed a brand marketingsocial networking tools that affect consumers the most. Basedon information analysis and methodological studies, develop abrand marketing model on social networks.

Social Media Marketing Plan for Lakeside Cafe

OpenAIRE

Saari, Mona

2017-01-01

The principles of marketing have always been about connecting with consumers at the right place at the right time. Nowadays that means meeting them where they are spending a lot of their time already: online. Engaging with brands has become a part of the buyer decision process. Social media effects consumers’ decisions to purchase more than ever before. This thesis aimed to create a social media marketing plan for a Finnish tourism company called Lakeside Cafe. The plan was based on the SOSTA...

SOCIAL NETWORKS AND INTERPERSONAL COMMUNICATION

Directory of Open Access Journals (Sweden)

Veronica GHEORGHIȚĂ

2014-11-01

Full Text Available Social networks visible influence people's ability to interact and communicate. Extending social circles by establishing virtual links involves a number of positive aspects such as: instant access to options for interaction, sharing of information to large communities of people, intensification of acts of communication, high levels of feedback and trust with people with whom we communicate. On the other hand, social networks adversely affects communication by decreasing the interaction face to face, by imposing superficial communications experiences, grammatical and spelling erosion of the language. Therefore, the study aims to capture the spread of social networks, their use and impact on interpersonal communication. More specifically, they look for the answer to the question: what is the nature of interpersonal communication that is found on social networking sites: personal, emotional, private or shared, informal, and public?

Integrated Marketing Communications: A New Master's Degree Concept.

Science.gov (United States)

Caywood, Clarke; Ewing, Raymond

1991-01-01

Describes how separate graduate degree programs have been fused into an integrated marketing communications program at Northwestern University. Discusses the five-quarter program that includes a core of new marketing communications planning and management classes, professional specialization classes in corporate public relations, advertising, and…

Integrated marketing communications:pathway for enhancing client-costomer relationships

OpenAIRE

Kehinde Oladele Joseph

2010-01-01

The strategic coordination of marketing communication tools is vital and highly crucial for every result driven organization today. Companies must be able to deliver the right message to their target audience in order to elicit the right results. The objectives of this paper amongst others are to: (i) ascertain whether proper implementation of Integrated Marketing Communications can help reduce the cost of marketing communication or promotional budget. (ii) Establish whether the use of integr...

MARKETING COMMUNICATION IN PRACTICAL ACTIVITY OF THE LIBRARY OF THE STATE UNIVERSITY OF UKRAINE «UKRANIAN MEDICIAL STOMATOLOGICAL ACADEMY»

Directory of Open Access Journals (Sweden)

О. Б. Боровик

2017-10-01

Full Text Available The global computer network Internet replaces the classical library model. The destiny of libraries depends largely on the production of carefully crafted and long-term survival strategies and the creation of a detailed crisis plan of the library in the new environment. To prove their importance to society, libraries must use the full range of modern communication marketing technologies. The main goal, which is implemented by means of marketing communications is the formation of a prestigious library image. The present day library has various tools of marketing communications: print, outdoor and online advertising, public relations, public events. The article describes the practical implementation of marketing communication activities in the library of the Higher State Educational Establishment «UkrainianMedicalStomatologicalAcademy». Namely: wall painting, migrating literature cart, book exhibitions, posters and banners, social and cultural activities and main communication channel website of the library of the Academy – the library blog.

Marketing Communications in the Post-Advertising Era.

Science.gov (United States)

Dilenschneider, Robert L.

1991-01-01

Challenges four commonly held myths about advertising and marketing effectiveness. Establishes the framework for a more comprehensive program of marketing communication involving traditional public relations, advertising, sales promotion, special events, along with new uses for public affairs work in marketing. (MG)

N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations

Directory of Open Access Journals (Sweden)

Artha Sejati Ananda

2016-09-01

Full Text Available Despite the increasing and ubiquitous use of social media for business activities, scholar research on social media marketing strategy is scant and companies deploy their social media marketing strategies guided by intuition or trial and error. This study proposes a comprehensive framework that identifies and classifies social media marketing strategic actions. The conceptual framework covers actions that support both transactional and relationship marketing. This research also positions social media marketing strategy and strategic actions in the context of the marketing organization theory, and discusses the impact of the incorporation of social media on the concept of marketing organization. The study offers valuable theoretical insight on social media marketing actions and the deployment of social media marketing strategies in companies. The investigation also provides hints about how to maximize the benefits from social media marketing for customer-oriented, market-driven organizations.

Social communication deficits: Specific associations with Social Anxiety Disorder.

Science.gov (United States)

Halls, Georgia; Cooper, Peter J; Creswell, Cathy

2015-02-01

Social communication deficits are prevalent amongst children with anxiety disorders; however whether they are over-represented specifically among children with Social Anxiety Disorder has not been examined. This study set out to examine social communication deficits among children with Social Anxiety Disorder in comparison to children with other forms of anxiety disorder. Parents of 404 children with a diagnosed anxiety disorder completed the Social Communication Questionnaire (SCQ; Rutter, M., Bailey, A., Lord, C., 2003. The Social Communication Questionnaire - Manual. Western Psychological Services, Los Angeles, CA). Children with a diagnosis of Social Anxiety Disorder (n=262) and anxious children without Social Anxiety Disorder (n=142) were compared on SCQ total and subscale scores and the frequency of participants scoring above clinical cut-offs. Children with Social Anxiety Disorder scored significantly higher than anxious children without Social Anxiety Disorder on the SCQ total (t(352)=4.85, p<.001, d=.55, r=.27), Reciprocal Social Interaction (t(351)=4.73, p<.001, d=.55, r=.27), communication (t(344)=3.62, p<.001, d=.43, r=.21) and repetitive, restrictive and stereotyped behaviors subscales (t(353)=3.15, p=.002, d=.37, r=.18). Furthermore, children with Social Anxiety Disorder were three times more likely to score above clinical cut-offs. The participants were a relatively affluent group of predominantly non-minority status. The social communication difficulties measure relied on parental report which could be influenced by extraneous factors. Treatments for Social Anxiety Disorder may benefit from a specific focus on developing social communication skills. Future research using objective assessments of underlying social communication skills is required. Copyright © 2014 The Authors. Published by Elsevier B.V. All rights reserved.

Os media sociais no corporate social marketing

OpenAIRE

Araújo, Filipa Alexandra da Costa

2012-01-01

O presente estudo incide nas áreas do marketing e do E-marketing, em concreto no corporate social marketing e nos media sociais, respetivamente. O marketing tem sido reinventado e hoje em dia já não se fala em marketing por si só e expressões como marketing organizacional, marketing de pessoas, marketing territorial, marketing tribal, ouvem-se e lêem-se com frequência. É neste contexto que também surge o corporate social marketing, isto é, o marketing social corporativo, que pode ser enten...

Marketing communications of higher education institutions in the Republic of Serbia

Directory of Open Access Journals (Sweden)

Popović Ana

2015-01-01

Full Text Available In order to face increasing competition on the market and address other new challenges, higher education institutions (HEIs started to apply new business approaches which led to the development of higher education management and marketing. As efficient marketing communications are necessary for survival and development on higher education market, topics related to this field have had a distinct place in higher education marketing since the establishment of this discipline. Various strategies and activities, types and means of marketing communications have been defined in theory. The modern tendency is their integration for achievement of communication and strategic goals. After the review of marketing communications specifics in the mentioned context, the author presents the realized empirical research related to HEIs in the Republic of Serbia. Starting from the facts that domestic higher education market has widened relatively recently and competition has been significantly increasing since 2000, the author hypothesizes that numerous marketing communications activities are being used. The main research question is: Which types and means of marketing communications are used and how well are they integrated? The research relies on web sites of HEIs as main sources of information, as they are legally obligatory means of communication in Serbia. The author searches for other types and means which are embedded or at least mentioned on the websites, and treats that as indication of integration. The main research findings support the assumption on use of various types and means of marketing communications, but reveal problems in integration and show that HEIs use similar activities while innovative and original means and types of marketing communications are scarce.

Introducing ICSMP, The International Contraceptive Social Marketing Project.

Science.gov (United States)

1981-04-01

The International Contraceptive Social Marketing Project (ICSMP) began operations in October 1980 to act as a central technical assistance and funding resource for contraceptive social marketing (CSM) programs in Latin America, Africa, the Middle East, and Asia. CSM is an interrelationship of the public and private sectors working to improve contraceptive availability by applying commercial advertising sales and management techniques. At present Bangladesh, Egypt, El Salvador, Ghana, India, Jamaica, Mexico, Nepal, and Sri Lanka have active programs. ICSMP provides the following services: 1) skilled CSM consultants to assist with studies, planning, product line expansion, management training, and marketing problems; and 2) grants and contracts to initiate or expand programs. ICSMP also sponsors regional and international conferences to provide practitioners a chance to share experiences. Its newsletter, "Update" is written to keep CSM directors in touch with developments. To communicate with "Update," write to Update, c/o CEFPA, Suite 202, 1717 Massachusetts avenue, N.W., Washington, D.C., 20036, USA. For more information about ICSMP write: Betty Butler Howell, Project Director, ICSMP, The Futures Group, 1029 Vermont Avenue, N.W., Washington, D.C., 20005, USA.

Brand Marketing Model on Social Networks

OpenAIRE

Jolita Jezukevičiūtė; Vida Davidavičienė

2014-01-01

The paper analyzes the brand and its marketing solutions onsocial networks. This analysis led to the creation of improvedbrand marketing model on social networks, which will contributeto the rapid and cheap organization brand recognition, increasecompetitive advantage and enhance consumer loyalty. Therefore,the brand and a variety of social networks are becoming a hotresearch area for brand marketing model on social networks.The world‘s most successful brand marketing models exploratoryanalys...

Intoxigenic digital spaces? Youth, social networking sites and alcohol marketing.

Science.gov (United States)

Griffiths, Richard; Casswell, Sally

2010-09-01

To examine how young people in New Zealand engage with alcohol and reproduce alcohol marketing messages and alcohol-related branding in 'Bebo', a popular social networking site (SNS) on the Internet. Data are drawn from information posted on approximately 150 Bebo Web pages and analysed by way of textual analysis and cyberspace ethnography. Social networking sites, such as Bebo, provide young people with a digital space in which to share a range of alcohol marketing messages via peer-to-peer transmission. Bebo also enables youth to communicate to one another how they consume alcohol and their views of alcohol marketing messages. The information being shared by young people who use Bebo is openly provided in the form of personal information, forum comments, digital photographs and answering quizzes about their engagement with alcohol. Through this sharing of information in the digital Internet environment, young people are creating 'intoxigenic social identities' as well as 'intoxigenic digital spaces' that further contribute towards the normalisation of youth consumption of alcohol. A better understanding of how youth are using the Internet to share their experiences with alcohol and engagement with alcohol-related messages is crucial to public health research as alcohol marketing practices rapidly evolve.

Effects of top management involvement in integrated marketing communications

Directory of Open Access Journals (Sweden)

Nina Hočevar

2007-12-01

Full Text Available There is scarce empirical evidence in the academic literature of how top management involvement influences the degree of integrated marketing communications. At the same time, some authors believe that this relationship should be explored more extensively.In this paper we present one possible approach to investigating the relationship between top management involvement and the degree of integrated marketing communications. Our research established that a greater involvement of top management in marketing communications could be associated with a higher degree of IMC. Investigating the relationship between management and IMC is indeed at a very early stage. We suggest that this study has provided a basis for future research on the relationship between top management involvement in marketing communications and the degree of IMC.

Online marketing vybrané firmy

OpenAIRE

Lazareva, Ekaterina

2017-01-01

The aim of this master thesis is to analyze the current state of the companys marketing activities on the Internet (using the SEO PPC advertising social networks activities web traffic) and evaluate effectiveness of online marketing strategy. Thesis includes analysis of online communication of competitors companies on the Czech market. Basing on these analyzes recommendations and suggestions for improving the effectiveness of online marketing tools were presented.

Technological Innovations and Consumer Needs: An Analysis of Mobile Communications Market

Directory of Open Access Journals (Sweden)

Norlia Ahmad

2011-12-01

Full Text Available This study combines insights from market diffusion and consumer research to provide an inte-grated framework of mobile communications market in Japan. We base our analysis on data from company interview, focus group discussion and industry reports. Our findings indicate that technology push dominates in the early introduction and consumer needs pull in the maturing stage. Three implications for the marketing area are; first, user needs for mobile communications have evolved from basic mobility and functionality to include aesthetic and experiential benefits, second, innovations of product capabilities co-evolve with user needs, and lead to increases in mobile usage and product-user attachments, and third, in a saturated market, mobile consumption is premised on the utilitarian and hedonic values as perceived by the users. As mobile phone is a universal product, analysis of a saturated market such as Japan provides a deeper understanding of the evolution of technology and consumer in other markets.

The Impact of Social Media Communication Forms on Brand Equity Dimensions and Consumer Purchase Intention

OpenAIRE

Soewandi, Melinda

2015-01-01

The USAge of Internet eventually shifts companies' marketing strategy from traditional into digital one. Social media, as one of digital marketing tools, can help companies in strengthening their brand. Thus, in this research, the writer want to know the impact of social media communication forms on brand equity dimensions and consumer purchase intention, specifically in Lareia Cake & Co's Instagram account's (@lareiacakerie) which is used as this research's object. There are 250 sample...

Beyond the Four Ps: A Theoretical Explication and Research Agenda for Social Marketing.

Science.gov (United States)

Sego, Trina

Advocates of social marketing in the 1970s rarely went beyond discussion of the marketing 4Ps (product, place, promotion, and price) and their application to case studies. After two decades of research on social marketing, some misunderstanding of the approach persists, and a substantial theoretical base for social marketing has not been…

Reducing hospital associated infection: a role for social marketing.

Science.gov (United States)

Conway, Tony; Langley, Sue

2013-01-01

Although hand hygiene is seen as the most important method to prevent the transmission of hospital associated infection in the UK, hand hygiene compliance rates appear to remain poor. This research aims to assess the degree to which social marketing methodology can be adopted by a particular organisation to promote hand hygiene compliance. The research design is based on a conceptual framework developed from analysis of social marketing literature. Data collection involved taped interviews given by nursing staff working within a specific Hospital Directorate in Manchester, England. Supplementary data were obtained from archival records of the hand hygiene compliance rates. Findings highlighted gaps in the Directorate's approach to the promotion of hand hygiene compared to what could be using social marketing methodology. Respondents highlighted how the Directorate failed to fully optimise resources required to endorse hand hygiene practice and this resulted in poorer compliance. From the experiences and events documented, the study suggests how the emergent phenomena could be utilised by the Directorate to apply a social marketing approach which could positively influence hand hygiene compliance. The paper seeks to explore the use of social marketing in nursing to promote hand hygiene compliance and offer a conceptual framework that provides a way of measuring the strength of the impact that social marketing methodology could have.

MARKETING CAPABILITIES FOR INNOVATION-BASED COMPETITIVE ADVANTAGE IN THE SLOVENIAN MARKET

Directory of Open Access Journals (Sweden)

Vojko Potocan

2013-01-01

Full Text Available The primary role of marketing within the competitive advantage is innovation. The customer value-based differentiation strategies will drive the company’s market research efforts, its selection of target markets, its product development processes, its market communications programs, and its delivery processes. These processes require many specific capabilities that enable the firm to carry out activities necessary to move its products or services through the value chain. We must explore the role of distinctive marketing capabilities in competitive strategy of the company. As sources of competitive advantage, companies try to create their product or service differentiation by developing higher product or service quality, by using their knowledge to solving marketing problems, by communicating with their customers, and by satisfying customer’s needs. We also would like to confirm that superior customer service lead to company’s innovation. The paper closes with the implications of the findings and highlights promising future research avenues.

Symposium on "The challenge of translating nutrition research into public health nutrition". Session 5: Nutrition communication. Obesity and social marketing: works in progress.

Science.gov (United States)

Cairns, Georgina; Stead, Martine

2009-02-01

Internationally, socio-economic trends reinforce the complex physiological mechanisms that favour positive energy balance, leading to an accumulation of excess body weight and associated metabolic disorders. This so-called 'obesogenic environment' is characterised by increasing accessibility and affordability of energy-dense foods and declining levels of physical activity. In the face of such rapidly-rising obesity rates there is general consensus that strategies to address trends in weight gain must go forwards in the absence of complete evidence of cause or effective prevention strategy. Thus, strategy implementation and evaluation must contribute to, as well as be informed by, the evidence base. Social marketing research and practice has a track record that strongly indicates that it can contribute to both the evolving knowledge base on obesity and overweight control policy and the development of effective intervention strategies. Social marketing draws pragmatically on many disciplines to bring about voluntary behaviour change as well as requisite supporting policy and environmental change. Key objectives include: generating insights into the drivers of current behaviour patterns; important barriers to change; client-oriented approaches to new desirable diet and lifestyle choices. Social marketing recognises that target clients have the power to ensure success or failure of obesity control policies. Social marketing seeks to identify genuine exchange of benefits for target adopters of behaviour change and the advocates of change, and how they may be developed and offered within an appropriate relevant context. Social marketing adopts a cyclical approach of learning, strategic development and evaluation, and therefore is well placed to integrate with the multi-disciplinary demands of obesity prevention strategies.

Economic and legal aspects of introducing novel ICT instruments: integrating sound into social media marketing - from audio branding to soundscaping

OpenAIRE

Daj, A.

2013-01-01

The pervasive expansion and implementation of ICT based marketing instruments imposes a new economic investigation of business models and regulatory solutions. Moreover, the current status of Social Media research indicates that the use of social networking and collaboration technologies is deeply changing the way people communicate, consume and cooperate with each other. Against the backdrop of widespread availability of digital audio-video content and the growing number of “smart” mobile de...

Analyzing the determinants of the UK consumer's engagement in Viral Marketing on Social Networking Sites : A university Student's perspective

OpenAIRE

Alkhateeb, Ali; Alli, Zahir; Moussa, Wissam

2012-01-01

Social media, especially the social networking sites (SNS) like Facebook.com, has experienced exponential growth all across the globe in the last decade. It is rapidly attracting the consumers and replacing the traditional media. Electronic word of mouth (eWOM) through social media has acquired substantial position in the marketing mix as well as integrated marketing communication of the business organizations. This research aimed at analyzing different social relationship factors or determin...

Marketing communications model for innovation networks

Directory of Open Access Journals (Sweden)

Tiago João Freitas Correia

2015-10-01

Full Text Available Innovation is an increasingly relevant concept for the success of any organization, but it also represents a set of internal and external considerations, barriers and challenges to overcome. Along the concept of innovation, new paradigms emerge such as open innovation and co-creation that are simultaneously innovation modifiers and intensifiers in organizations, promoting organizational openness and stakeholder integration within the value creation process. Innovation networks composed by a multiplicity of agents in co-creative work perform as innovation mechanisms to face the increasingly complexity of products, services and markets. Technology, especially the Internet, is an enabler of all process among organizations supported by co-creative platforms for innovation. The definition of marketing communication strategies that promote motivation and involvement of all stakeholders in synergic creation and external promotion is the central aspect of this research. The implementation of the projects is performed by participative workshops with stakeholders from Madan Parque through IDEAS(REVOLUTION methodology and the operational model LinkUp parameterized for the project. The project is divided into the first part, the theoretical framework, and the second part where a model is developed for the marketing communication strategies that appeal to the Madan Parque case study. Keywords: Marketing Communication; Open Innovation, Technology; Innovation Networks; Incubator; Co-Creation.

Marketing Communications as Important Segment of the Marketing Concept

Directory of Open Access Journals (Sweden)

Mirković Milena

2016-06-01

Full Text Available New frameworks operating at the international level have led to the need for a broader and more complex involvement of companies in international economic flows. In such circumstances, focus on the international and global markets becomes inevitable. Each segment companies must adapt and evolve in accordance with such conditions. Marketing as an important activity of the company in selling products or services is also changing and expanding its activities in line with international market. This leads to the creation of an international marketing concept and system as a specific approach to the processing of international economic relations. An important segment of implementation of the marketing concept is the marketing communication, which in terms of the limited number of international barriers. It is certainly possible to overcome with a well-defined marketing strategy. Clearly defined marketing strategy and well-prepared marketing mix remove barriers, to meet the set goals and lead to positive results for the company.

Guatemala social marketing program.

Science.gov (United States)

1987-01-01

The Guatemala Social Marketing Program reported 1986 increases after social marketing promotion in the sales of Panther and Scudo condoms, Perla oral contraceptives, and Lirio vaginal foaming tablets. Sale of Panther condoms was highest in February; all the other products peaked in June and July. Sales fell in December due to Christmas holidays. Sale patterns are illustrated graphically for all 4 products.

Getting your message out with social marketing.

Science.gov (United States)

Manoff, R K

1997-09-01

This article was based on a speech presented at a Plenary Session of the 1996 Annual Meeting of the American Society of Tropical Medicine and Hygiene. The address describes the nature of social marketing with examples and some lessons learned in developing countries. The earliest social marketers were Moses with the Ten Commandments of God and Indian religious authorities with fertility motifs inscribed on temple walls. Modern marketers of beer and snack food preempted the ancients and made social marketing more ingenious. The strategy shifted to supplying a product to satisfy a consumer want. Messages became a two-way process that minimized feedback shock. Focus groups were used to probe consumers' thoughts. Research must probe the total environment of the "problem." In Brazil, breast feeding promotions revealed that the perceived problem may not be the real problem, and there was no single magic solution. Most tropical disease prevention approaches do not rely on multistage strategies. The oral rehydration therapy (ORT) strategy became a world-wide model when strategists realized that the formula had to be easy to remember, diarrhea had to be recognized as a disease, and the function of ORT had to be clearly defined. The Bangladesh Social Marketing Campaign was successful in getting men to discuss family planning with their wives and establishing the family planning worker as a heroine. Effective messages must uncover points of resistance to the message. Public health advances in the 19th century were due to social policy to improve water supply, sanitation, and nutrition. The iodization of salt in Ecuador was possible with political will, public awareness, redirection of perception, and motivation of demand. Social marketing resources exist in all countries nowadays. Only medical and scientific professionals can promote concern about tropical diseases and raise the prevention priority on the public agenda.

Showcase your service: social media and marketing basics in a dynamic, over-populated, mixed-message, and highly competitive world.

Science.gov (United States)

Kuechel, Marie Czenko

2010-11-01

This article discusses social media as a means of communication between the aesthetic medical practice and clients. Discussion of the various types of social media and how each can support a physician's practice, brand, market, and tolerances is presented. Blogs, wikis, networks, viral marketing, and electronic communications are presented in terms of what they can provide a practice and their limitations and pitfalls. Emphasis is on finding the combination of methods to showcase the individual style and personality of a practice. Copyright © 2010 Elsevier Inc. All rights reserved.

Strategic questions for consumer-based health communications.

Science.gov (United States)

Sutton, S M; Balch, G I; Lefebvre, R C

1995-01-01

Using the consumer-oriented approach of social and commercial marketers, this article presents a process for crafting messages designed to improve people's health behaviors. The process, termed consumer-based health communications (CHC), transforms scientific recommendations into message strategies that are relevant to the consumer. The core of CHC is consumer research conducted to understand the consumer's reality, and thereby allowing six strategic questions to be answered. The immediate result of the CHC process is a strategy statement--a few pages that lay out who the target consumer is, what action should be taken, what to promise and how to make the promise credible, how and when to reach him or her, and what image to convey. The strategy statement then guides the execution of all communication efforts, be they public relations, mass media, direct marketing, media advocacy, or interpersonal influence. It identifies the most important "levers" for contact with the consumer. Everyone from creative specialists through management and program personnel can use the strategy statement as a touchstone to guide and judge the effectiveness of their efforts. The article provides a step by step illustration of the CHC process using the 5 A Day campaign as an example.

Communication and marketing as climate change-intervention assets a public health perspective.

Science.gov (United States)

Maibach, Edward W; Roser-Renouf, Connie; Leiserowitz, Anthony

2008-11-01

The understanding that global climate change represents a profound threat to the health and well-being of human and nonhuman species worldwide is growing. This article examines the potential of communication and marketing interventions to influence population behavior in ways consistent with climate change prevention and adaptation objectives. Specifically, using a framework based on an ecologic model of public health, the paper examines: (1) the potential of communication and marketing interventions to influence population behaviors of concern, including support for appropriate public policies; (2) potential target audiences for such programs; and (3) the attributes of effective climate change messages. Communication and marketing interventions appear to have considerable potential to promote important population behavior change objectives, but there is an urgent need for additional translational research to effectively harvest this potential to combat climate change.

Impact of social media in sports marketing

OpenAIRE

Gadiraju, Gaurav Kumar

2016-01-01

JEL: M1 - Business Administration; M31 – Marketing; M37 - Advertising The purpose of this research is to evaluate the impact of social media in the field of sports marketing. This is carried out through an in-depth analysis on sports marketing and the rising popularity of social media marketing for sports brands in the world. One such brand is Nike, Inc. This company has shifted its focus to digital marketing. As social media marketing started to explode, the traditional marketing methods ...

Global Health, Medical Anthropology, and Social Marketing: Steps to the Ecology of Collaboration.

Science.gov (United States)

Whiteford, Linda

2015-06-01

Anthropology and global health have long been a focus of research for both biological and medical anthropologists. Research has looked at physiological adaptations to high altitudes, community responses to water-borne diseases, the integration of traditional and biomedical approaches to health, global responses to HIV/AIDS, and more recently, to the application of cultural approaches to the control of the Ebola epidemic. Academic anthropology has employed theory and methods to extend knowledge, but less often to apply that knowledge. However, anthropologists outside of the academy have tackled global health issues such as family planning and breast-feeding by bringing together applied medical anthropology and social marketing. In 2014, that potent and provocative combination resulted in the University of South Florida in Tampa, Florida being made the home of an innovative center designed to combine academic and applied anthropology with social marketing in order to facilitate social change. This article discusses how inter- and intra-disciplinary research/application has led to the development of Florida's first World Health Organization Collaborating Center (WHO CC), and the first such center to focus on social marketing, social change and non-communicable diseases. This article explains the genesis of the Center and presents readers with a brief overview, basic principles and applications of social marketing by reviewing a case study of a water conservation project. The article concludes with thoughts on the ecology of collaboration among global health, medical anthropology and social marketing practitioners.

Scepticism and corporate social responsibility communications: the influence of fit and reputation

NARCIS (Netherlands)

Elving, W.J.L.

2013-01-01

Consumers tend to be sceptical about companies' corporate social responsibility (CSR) communications. We tested the influence of fit and reputation on consumer scepticism when confronted with a cause-related marketing (CRM) advertisement. In a 2 (fit vs. no fit) by 3 (bad reputation, unknown

EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY OF ONLINE COMPANIES

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Satheeka Kavisekera

2016-11-01

Full Text Available Social Media is a prominent marketing tool profoundly used by E-Businesses to draw the attention of the online target audience that could be converted to direct traffic. However, the non-exclusivity of social media has created a unique issue for virtual enterprises that are entirely depending on digital media. The main emphasis of this study is to appreciate the significance of Social Media Marketing in promoting the Brand Equity of E-Commerce enterprises. The empirical study is based on Kapruka.Com; Sri Lanka’s largest online gift shop with the aim of identifying the casual relationship between social media marketing and brand equity. An online questionnaire has been employed to collect the data during the survey. Evident by findings, there is a significant relationship between social media marketing and brand equity of online companies. The study contributes to the marketing practitioners in terms of enhancing the brand value by identifying and exploiting the main attributes of social media marketing.

Communication in Animal Social Networks

NARCIS (Netherlands)

Snijders, Lysanne; Naguib, Marc

2017-01-01

Animal social networks and animal communication networks are key disciplines for understanding animal social behavior, yet these disciplines remain poorly integrated. In this review, we show how communication and social networks are inherently linked, with social signals reflecting and affecting

Social marketing and social responsibility of the business: intercoupling and results

OpenAIRE

T.V. Shtal; O.O. Tyshchenko

2012-01-01

In article is considered problem of social marketing concepts use, problems of provision business-structures to social responsibility and competitiveness provision as criterion to efficiency social-oriented marketing programs. Author not only sets the problem install the correspondence between specified category, but also reveal the criterion to social-directed marketing decisions efficiency.

One size (never) fits all: segment differences observed following a school-based alcohol social marketing program.

Science.gov (United States)

Dietrich, Timo; Rundle-Thiele, Sharyn; Leo, Cheryl; Connor, Jason

2015-04-01

According to commercial marketing theory, a market orientation leads to improved performance. Drawing on the social marketing principles of segmentation and audience research, the current study seeks to identify segments to examine responses to a school-based alcohol social marketing program. A sample of 371 year 10 students (aged: 14-16 years; 51.4% boys) participated in a prospective (pre-post) multisite alcohol social marketing program. Game On: Know Alcohol (GO:KA) program included 6, student-centered, and interactive lessons to teach adolescents about alcohol and strategies to abstain or moderate drinking. A repeated measures design was used. Baseline demographics, drinking attitudes, drinking intentions, and alcohol knowledge were cluster analyzed to identify segments. Change on key program outcome measures and satisfaction with program components were assessed by segment. Three segments were identified; (1) Skeptics, (2) Risky Males, (3) Good Females. Segments 2 and 3 showed greatest change in drinking attitudes and intentions. Good Females reported highest satisfaction with all program components and Skeptics lowest program satisfaction with all program components. Three segments, each differing on psychographic and demographic variables, exhibited different change patterns following participation in GO:KA. Post hoc analysis identified that satisfaction with program components differed by segment offering opportunities for further research. © 2015, American School Health Association.

Marketing through Social Media : Case: Comparison of Social Media Marketing Approaches of B2C Companies for Company X

OpenAIRE

Rantapelkonen Ahlberg, Jaana

2010-01-01

Rantapelkonen Ahlberg, Jaana. 2010. Social Media Marketing. Case: Comparison of Social Media Marketing Approaches of B2C Companies for Company X. Master’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 42 (74). The objective of this thesis is to provide insights on how Company X can use Social Media as a marketing and branding tool in consumer marketing in the Swedish market. More specifically, this study attempts to define what kinds of social media are u...

Market segmentation of mobile communications in SEE region

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Domazet Anto

2006-01-01

Full Text Available In the focus of all activities are customers of mobile services on mobile communications market. As the basis of telecommunication network and services development, as also for creating an optimal marketing-mix from mobile operators' side, we have investigated the needs, motivations and customer behavior and have made analysis mobile communication customers on the SEE Region market. The aim of this analysis is identification of the regional segments and following their growth, size and profitability. At the end, we have contributed the suggestions for creating the marketing-mix using a strategy of marketing differentiation, which implicit optimal combination of all marketing-mix elements for each regional segment separately. For identified segments we have set up an estimation model of significant key factors on the particular segments, because of more efficient creation of marketing instruments.

INNOVATIVE SOLUTIONS FOR THE DEVELOPMENT OF GASTRONOMY AND MARKET COMMUNICATION RELATED TO IT

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Agnieszka Tul-Krzyszczuk

2015-09-01

Full Text Available A number of innovative development processes of gastronomy services and their market communication, using integrated impact on the perception of the services in focus by customers, have appeared recently in the area of gastronomy market. The essence of this solution is the process of creating a comprehensive image of the new directions offer catering. The aim of this study is to analyse the determinants of food service creation process using solutions such as: Food Design, molecular cuisine and fusion cuisine in terms of market communication, based on the analysis of the experience of the world, our own observations in Polish gastronomy and preliminary studies. The research method embraces descriptive method and structural analysis of the analysed phenomena and activities shaping services. Our study confi rmed that gastronomic services created by innovative concepts, represent themselves a synthetic, clear and materialized form of the communication market and when presented with the use of integrated marketing tools tend to attract consumers’ interest.

Best Practice: Integrated Marketing Communications

OpenAIRE

Schultz, Don; Macdonald, Emma K.; Baines, Paul R.

2012-01-01

Integrated marketing communications can substantially improve target audience reception, message resonance, and positive behavioural response but, to reach its true potential, the process requires a strong focus on data integration/customer insight.

Social marketing of condoms in India.

Science.gov (United States)

Thapa, S; Prasad, C V; Rao, P H; Severy, L J; Rao, S R

1994-01-01

Contraceptive social marketing is a way of supplying contraceptives to consumers who cannot afford to buy them at full market price, yet are not reached by the free public distribution program. The process involves supplying a subsidized product through existing commercial distribution networks, using the mass media and other retail marketing techniques to commercially advertise the products. India was the first country to introduce this concept to its family planning program. India's social marketing program is also the largest in the world. Over the past 25 years, total condom sales in India have expanded under the program from less than 10 million per year to more than one billion. The authors present an overview of India's social marketing initiative, describe the firms participating in the program, and summarize the lessons learned from the social marketing experience. Problems and prospects, and experiences and implications are discussed.

SOCIAL MEDIA MARKETING ON THE EXAMPLE OF KRUUNUPUISTO HOTEL

OpenAIRE

Sopnev, Pavel

2014-01-01

The main objective of the research was to create a fully-working product, which is a group in social network, which may be used for promotion and increasing of brand awareness. The research was based on my own expe- rience obtained during the moderation of beta-version of group “Kruunupuisto Hotel” in one of the most popu- lar social networks in Russia – Odnoklassniki.ru The study consists of historical background of marketing, description of social media marketing(abbreviation SMM some...

Usage of Social Media in City Marketing: A Research on 30 Metropolitan Municipalities in Turkey

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Niyazi Gümüş

2017-01-01

Full Text Available Rapid changes in information and communication technologies cause serious developments in marketing field similar to every sector. In parallel with these developments, the social media channels which appear as Web 2.0 applications have a number of advantages in comparison with traditional media channels. Social media gained a place in marketing activities because of its advantages. Social media is added on instruments in line with these developments that countries benefit in marketing activities for attracting more tourists, investment and becoming prominent against the other cities. Cities intensively benefit from social media because of social media’s properties like reaching the large masses, low marketing cost, interaction, receiving feedbacks rapidly, etc. Within this context, the purpose of this research is to determine the use statuses of social media by metropolitan municipalities as part of city marketing. In accordance with this purpose, official social media accounts of 30 metropolitan municipalities are investigated between the dates of 01/09/2016 and 30/09/2016, then their shares in social media channels are investigated in the context of city marketing.It is observed that two metropolitan municipalities do not have official Facebook accounts, four metropolitan municipalities do not have an official Twitter account as well. Again, it is found that 19 metropolitan municipalities do not have an official Instagram account and 17 metropolitan municipalities do not have official YouTube account. In consequence, it is observed that, our metropolitan municipalities do not benefit from social media effectively for city marketing activities.

[Communicative and social behavior of speech disordered children].

Science.gov (United States)

Eiberger, W; Hügel, H

1978-07-01

The spheres covering behaviour disorders, social behaviour and communicative behaviour of speech impaired pupils which until now have been analyzed on a more theoretical level, ought to be studied using psychometric testing procedures and an esperimental observational situation in order to gain base data with which to set up a concrete catalogue of aims (learning program) based on the deficits thereby obtained. The study took place at the special school in Esslinger-Berkheim (Baden-Wurttemberg). By taking into account relevant specialized literature and the results of other studies, the following general hypotheses were advanced, namely, that the communication of speech handicapped children is troubled in respect of its content and relation, and that their social behaviour shows more egoistic than cooperative features. In order to determine social motivations and attitudes, we used Muller's "Social Motivation Test" (SMT) and Jorger's "Group test for the social attitude" (S-E-T). Due to the inconsistency between the attitudes measured by means of psychometric methods and the sbusequent free and genuine behaviour, an observational situation was developed during which the pupils, either in pairs or in groups of four and using puppets, took turns in thinking up a story, discussing the plot, roles, etc. and finally putting on the play. The whole was then analyzed by means of tape recordings and film shots, the interaction of the communicating partners being analyzed and categorized in two separate assessment stages: communicative behaviour and social behaviour. The pragmatic axioms of P. Watzlawick, the communication researcher, functioned as theoretical background. Flanders's linear time diagram was used as assessment system. Communicative and social learning aims were prepared in accordance with confirming hypotheses to enable a "preliminary area" for the practical work in (special) education to be defined. In addition, a rough outline was made of the conditional

Social marketing nutrition education for low-income population.

Science.gov (United States)

Hagues, Rachel; Stotz, Sarah; Childers, Austin; Phua, Joe; Hibbs, Judy; Murray, Deborah; Lee, Jung Sun

2018-01-01

As access to healthy food (or lack thereof) could be considered a social justice issue, social workers should be concerned about this issue and willing to collaborate with colleagues of various disciplines to address it. This study was a formative evaluation conducted to understand best practices, recommendations, and feasibility of a social-marketing-based nutrition education program tailored to the needs of adults with limited income. The authors report findings from focus groups conducted with Cooperative Extension Agents (CEAs) and region coordinators (n = 45) and Supplemental Nutrition Assistance Program Education (SNAP-Ed) (n = 69) eligible participants to inform the development of a social marketing nutrition intervention for SNAP-Ed in Georgia. Barriers to healthy eating included cultural preferences, costs of healthy food, lack of time, and lack of availability. Social marketing has a potential to deliver effective and efficient SNAP-Ed targeted to large, limited-resource Georgians. Segmenting the low-income population based on geographical location as well as best methods for outreach can allow tailored messages to meet identified needs, lifestyles, and other variables that make these individuals most likely to respond to the program. Food security and nutrition education are topics of concern for all health care professionals interested in addressing complex health issues of many low-income adults.

Social marketing: approach to cultural and contextual relevance in a community-based physical activity intervention

Science.gov (United States)

Keller, Colleen; Vega-López, Sonia; Ainsworth, Barbara; Nagle-Williams, Allison; Records, Kathie; Permana, Paska; Coonrod, Dean

2014-01-01

We report the social marketing strategies used for the design, recruitment and retention of participants in a community-based physical activity (PA) intervention, Madres para la Salud (Mothers for Health). The study example used to illustrate the use of social marketing is a 48-week prescribed walking program, Madres para la Salud (Mothers for Health), which tests a social support intervention to explore the effectiveness of a culturally specific program using ‘bouts’ of PA to effect the changes in body fat, fat tissue inflammation and postpartum depression symptoms in sedentary Hispanic women. Using the guidelines from the National Benchmark Criteria, we developed intervention, recruitment and retention strategies that reflect efforts to draw on community values, traditions and customs in intervention design, through partnership with community members. Most of the women enrolled in Madres para la Salud were born in Mexico, largely never or unemployed and resided among the highest crime neighborhoods with poor access to resources. We developed recruitment and retention strategies that characterized social marketing strategies that employed a culturally relevant, consumer driven and problem-specific design. Cost and benefit of program participation, consumer-derived motivation and segmentation strategies considered the development transition of the young Latinas as well as cultural and neighborhood barriers that impacted retention are described. PMID:23002252

Social marketing: approach to cultural and contextual relevance in a community-based physical activity intervention.

Science.gov (United States)

Keller, Colleen; Vega-López, Sonia; Ainsworth, Barbara; Nagle-Williams, Allison; Records, Kathie; Permana, Paska; Coonrod, Dean

2014-03-01

We report the social marketing strategies used for the design, recruitment and retention of participants in a community-based physical activity (PA) intervention, Madres para la Salud (Mothers for Health). The study example used to illustrate the use of social marketing is a 48-week prescribed walking program, Madres para la Salud (Mothers for Health), which tests a social support intervention to explore the effectiveness of a culturally specific program using 'bouts' of PA to effect the changes in body fat, fat tissue inflammation and postpartum depression symptoms in sedentary Hispanic women. Using the guidelines from the National Benchmark Criteria, we developed intervention, recruitment and retention strategies that reflect efforts to draw on community values, traditions and customs in intervention design, through partnership with community members. Most of the women enrolled in Madres para la Salud were born in Mexico, largely never or unemployed and resided among the highest crime neighborhoods with poor access to resources. We developed recruitment and retention strategies that characterized social marketing strategies that employed a culturally relevant, consumer driven and problem-specific design. Cost and benefit of program participation, consumer-derived motivation and segmentation strategies considered the development transition of the young Latinas as well as cultural and neighborhood barriers that impacted retention are described.

Integrated Marketing Communications (IMC di PT Halo Rumah Bernyanyi

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Rebekka Rismayanti

2017-01-01

Full Text Available Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan. Keywords: Business, Integrated Marketing Communication, Marketing   Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC. Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran

The power of the message – the key to success in social marketing campaign. An analysis of social marketing in Romania

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Manuela EPURE

2011-03-01

Full Text Available The success of a social marketing campaign does not depend mainly on its budget but rather on the message that is sent. This article emphasize the importance of the message for successful social marketing campaigns and makes an analysis of the messages’ type/structure of leading social marketing campaigns in Romania, as a defining element contributing to the success of social marketing campaigns. Being aware of the importance of the message for a successful social marketing campaign, we propose, in this article, some ideas for improving the message structure transmitted in social marketing campaigns. Although, social marketing campaigns are run with significant funds, small importance is being given to evaluating campaign’s effectiveness and the extent to which the social behaviour of the targeted segments is truly changed. Research was conducted in order to identify the ways in which the use of other types of messages would increase the impact of social marketing campaigns.