Social media is becoming an important tool of marketing communications.With a huge number user in India and growing rapidly,Facebook’s popularity is making banks test the waters with a few basic services to discover ...Social media is becoming an important tool of marketing communications.With a huge number user in India and growing rapidly,Facebook’s popularity is making banks test the waters with a few basic services to discover how comfortable customers are carrying out transactions on the social networking site.By some estimates,social networking now accounts for 40 percent of all time spent online in India.Between December 2008 and December 2009,total visits to the top 10 social networking sites increased 63 percent.Nearly one in 10 Internet visits ends up at a social network;nearly one in four page views is on a social networking site,thus,making social networking a lucrative option for brand managers to market their brand and to create a brand identity.It is felt that people’s brand choices used to be heavily influenced by advertising.Today,this pattern is changing.Persons with access to computers,iPads,or smart phones now take time to reach the brands in a category,such as cars or TV,before making their final choice.Younger persons find it very easy to look up information about products on the Internet,ask their Facebook friends,attend to bloggers,and watch Youtube.Social media is a boon.It also has bane.Under this backdrop,this paper will address marketing communications strategy through social media in the fast-moving consumer goods(FMCG)Industry in India.展开更多
The aim of this exploratory study is to analyze the effectiveness of website communications regarding thermal tourism and to evaluate the website attributes of thermal tourism facilities in Turkey. In order to achieve...The aim of this exploratory study is to analyze the effectiveness of website communications regarding thermal tourism and to evaluate the website attributes of thermal tourism facilities in Turkey. In order to achieve this aim, seven main categories （contact information, general information, facility information, thermal/medical and wellness services information, surrounding area information, booking and external contracts information, and technical items） and 55 sub-items are identified. Then websites are analyzed with a content analysis method. One hundred and sixty four thermal facilities in Turkey could be listed and accepted as the population. Systematic sampling method was used with a sample size of 33 thermal facilities. After the frequency analysis, results showed that most of the thermal facilities do not have an efficient website management in Turkey. Although official websites are very critical tools for effective marketing communication, thermal facilities are utilizing only a small potential of their websites.展开更多
Problem about adolescent drinking has accelerated. Although the alcohol advertisements are restricted by Thai law, nevertheless the alcohol manufactures could still find their way to convey the message about their pro...Problem about adolescent drinking has accelerated. Although the alcohol advertisements are restricted by Thai law, nevertheless the alcohol manufactures could still find their way to convey the message about their products to their consumers, including the adolescents in the school system through several marketing communication tactics. To this study, investigated opinion of Thai teens on alcohol use specific to.. （1） types of alcoholic beverages preferred; （2） reason at first alcohol use; （3） future drinking intention; and （4） perceptions toward alcohol marketing communication. The cross-sectional survey was conducted on 5184 students from grades 4th-12th and vocational school in seven regions of Thailand. The data from questionnaires were analyzed using simple descriptive statistic, frequency distribution, and percentages. Those teens reported to start drinking beer because of wanting to experiment with alcohol （41.3%）, to celebrate in special occasion （29.2%）, and due to friends involved （15.7%）. Majority of teens in this study （〉 80%） disagree or strongly disagree with persuasive message of alcohol advertised through several media channels. Most of the samples have good media literacy, know the intention of the marketing communication of the alcohol manufacturers, and could not be persuaded easily. The results required further evaluation for influence of alcohol marketing communication on students＇ alcohol expectancy and alcohol use for proper policy recommendation and management.展开更多
New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media （SM） is...New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media （SM） is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature （n = 14）, we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool.展开更多
As a result of computer invention, especially the internet, changes have occurred in all walks of life in the global era including the marketing communication strategies which are inseparable parts of marketing and bu...As a result of computer invention, especially the internet, changes have occurred in all walks of life in the global era including the marketing communication strategies which are inseparable parts of marketing and business. This intensifies the role of marketing communication in achieving business goals. Furthermore, the established and successful philosophy, strategy, technique, and theories of marketing communication in the past are now outdated and unfit for achieving wanted business goals in this information technology era. Besides, information technology inventions have changed people＇s lifestyle especially the global consumer attitude which is responsible for the commotion in today＇s implementation of global marketing communications strategies. This paper examines the implementation of ideas that are considered responsive to the changes of conditions in the past three decades and the future which are completely different with the past development and implementations. This paper illustrates the changes that have occurred in the implementation of integrated marketing communications studies. This paper supports the assumption that integrated marketing communications is considered the business strategy that is able to overcome the present and future global market era challenges展开更多
This report analyzes the effective and ineffective communication of Airbnb.First,it presents the mission statement and explains what the mission coveys to the insiders and outsiders of Airbnb.Second,it illustrates cor...This report analyzes the effective and ineffective communication of Airbnb.First,it presents the mission statement and explains what the mission coveys to the insiders and outsiders of Airbnb.Second,it illustrates corporate culture in the order of the development of Airbnb.Then,using the BCG matrix and customer profile,it outlines how the market is divided and who target populations are.It also describes how to identify and approach stakeholders and considers the use of quantitative data collection methods to position key stakeholders.Besides,it provides different ways of communication to different stakeholders.Nevertheless,some ineffective communications still exist.For them,some recommendations are discussed and concluded.展开更多
This study discusses on the communication method followed by most of the brands called. “Electronic Word of Mouth” in a short form is called as eWOM in order to reach the customers effectively in a short span. Socia...This study discusses on the communication method followed by most of the brands called. “Electronic Word of Mouth” in a short form is called as eWOM in order to reach the customers effectively in a short span. Social media having become a new hybrid component of integrated marketing communication allows the brands to establish strong relationship with the customers. With the establishment of customer relationship online, the brands create a platform for the customers to discuss about the product features, quality, price and write a review about the product online. This research analyses about the social media and its impact in spreading the messages about the brands to the end customers and the impact of gender, age groups, income, designation and the demographic details of the customers in trusting the information that is spread through electronic media and the level at which the eWOM helps the customers to select the brand.展开更多
This paper analyses in detail the uses of communications satellite transponders andusers’ demand at present in China based on the investigation and other related data about the satellite communications market.Meanwhi...This paper analyses in detail the uses of communications satellite transponders andusers’ demand at present in China based on the investigation and other related data about the satellite communications market.Meanwhile,it also analyses satellite transponder resources that China may provide before 2000.展开更多
The aim of this study is to present one of the possibilities of innovations focused on regional development in the non-profit sector. The primary basis shows the way to eliminate or remove the problem fields, the so-c...The aim of this study is to present one of the possibilities of innovations focused on regional development in the non-profit sector. The primary basis shows the way to eliminate or remove the problem fields, the so-called non-profit organizations failures such as philanthropic insufficiency, philanthropic paternalism, philanthropic amateurism and philanthropic particularism. These present the final values and provide conclusions of the Analysis of Non-profit Non-governmental Organisations of Zlin Region. The current situation reveals the longstanding problem of non-profit non-governmental organizations, which is the absence of professional marketing staff, and suggests new possibilities for university graduates＂ application on the labour market, thus creating the essential platform for new approaches in designing educational programs. Non-profit organizations should therefore pay increasing attention to addressing both general public and particularly the youth since young people may be their future volunteers, employees, donors and sympathizers.展开更多
What will the Post in the world be like in 2005? At first glance, in view of worldwide structural changes, market liberalization and technological development, this question seems very hard to answer. However, without...What will the Post in the world be like in 2005? At first glance, in view of worldwide structural changes, market liberalization and technological development, this question seems very hard to answer. However, without being able to draw a precise picture of the future post services, it can be affirmed that all current providers of postal services will have to face a very different environment from the current one. The objective of this analysis is to contribute to the future development by examining at the worldwide and regional level the major variables influencing the postal industry's core business sector, the letter post, through analyzing the data published by the Universal Postal Union.展开更多
文摘Social media is becoming an important tool of marketing communications.With a huge number user in India and growing rapidly,Facebook’s popularity is making banks test the waters with a few basic services to discover how comfortable customers are carrying out transactions on the social networking site.By some estimates,social networking now accounts for 40 percent of all time spent online in India.Between December 2008 and December 2009,total visits to the top 10 social networking sites increased 63 percent.Nearly one in 10 Internet visits ends up at a social network;nearly one in four page views is on a social networking site,thus,making social networking a lucrative option for brand managers to market their brand and to create a brand identity.It is felt that people’s brand choices used to be heavily influenced by advertising.Today,this pattern is changing.Persons with access to computers,iPads,or smart phones now take time to reach the brands in a category,such as cars or TV,before making their final choice.Younger persons find it very easy to look up information about products on the Internet,ask their Facebook friends,attend to bloggers,and watch Youtube.Social media is a boon.It also has bane.Under this backdrop,this paper will address marketing communications strategy through social media in the fast-moving consumer goods(FMCG)Industry in India.
文摘The aim of this exploratory study is to analyze the effectiveness of website communications regarding thermal tourism and to evaluate the website attributes of thermal tourism facilities in Turkey. In order to achieve this aim, seven main categories （contact information, general information, facility information, thermal/medical and wellness services information, surrounding area information, booking and external contracts information, and technical items） and 55 sub-items are identified. Then websites are analyzed with a content analysis method. One hundred and sixty four thermal facilities in Turkey could be listed and accepted as the population. Systematic sampling method was used with a sample size of 33 thermal facilities. After the frequency analysis, results showed that most of the thermal facilities do not have an efficient website management in Turkey. Although official websites are very critical tools for effective marketing communication, thermal facilities are utilizing only a small potential of their websites.
文摘Problem about adolescent drinking has accelerated. Although the alcohol advertisements are restricted by Thai law, nevertheless the alcohol manufactures could still find their way to convey the message about their products to their consumers, including the adolescents in the school system through several marketing communication tactics. To this study, investigated opinion of Thai teens on alcohol use specific to.. （1） types of alcoholic beverages preferred; （2） reason at first alcohol use; （3） future drinking intention; and （4） perceptions toward alcohol marketing communication. The cross-sectional survey was conducted on 5184 students from grades 4th-12th and vocational school in seven regions of Thailand. The data from questionnaires were analyzed using simple descriptive statistic, frequency distribution, and percentages. Those teens reported to start drinking beer because of wanting to experiment with alcohol （41.3%）, to celebrate in special occasion （29.2%）, and due to friends involved （15.7%）. Majority of teens in this study （〉 80%） disagree or strongly disagree with persuasive message of alcohol advertised through several media channels. Most of the samples have good media literacy, know the intention of the marketing communication of the alcohol manufacturers, and could not be persuaded easily. The results required further evaluation for influence of alcohol marketing communication on students＇ alcohol expectancy and alcohol use for proper policy recommendation and management.
文摘New digital trends are transforming the media industry landscape, modifying elemental characteristics and attitudes of companies as well as of consumers. Firms often claim that their presence in social media （SM） is a key element to success. SM helps companies rethink the traditional one-way flow of their marketing messages and to incorporate a new interactive pattern into their communications. Nevertheless, these tendencies involve problems of strategic myopia for firms that do not structurally integrate these tools. One main problem is that institutions can rarely differentiate between the various types of SM and the attributes thereof, while the literature equally reveals a number of contradictions in the subject. The present conceptual paper lays the foundations of a strategic approach to SM and discusses its theoretical implications. Following an overview on the concept of SM, through a content analysis of the specialized management literature （n = 14）, we present various best practices and reflect on the apparent lack of strategic thinking in using SM as a marketing application. Then, we compare these practical examples with general marketing strategy theory. By merging theory and practice, we aim to provide an insight towards a well-founded application of SM as a genuinely strategic marketing tool.
文摘As a result of computer invention, especially the internet, changes have occurred in all walks of life in the global era including the marketing communication strategies which are inseparable parts of marketing and business. This intensifies the role of marketing communication in achieving business goals. Furthermore, the established and successful philosophy, strategy, technique, and theories of marketing communication in the past are now outdated and unfit for achieving wanted business goals in this information technology era. Besides, information technology inventions have changed people＇s lifestyle especially the global consumer attitude which is responsible for the commotion in today＇s implementation of global marketing communications strategies. This paper examines the implementation of ideas that are considered responsive to the changes of conditions in the past three decades and the future which are completely different with the past development and implementations. This paper illustrates the changes that have occurred in the implementation of integrated marketing communications studies. This paper supports the assumption that integrated marketing communications is considered the business strategy that is able to overcome the present and future global market era challenges
文摘This report analyzes the effective and ineffective communication of Airbnb.First,it presents the mission statement and explains what the mission coveys to the insiders and outsiders of Airbnb.Second,it illustrates corporate culture in the order of the development of Airbnb.Then,using the BCG matrix and customer profile,it outlines how the market is divided and who target populations are.It also describes how to identify and approach stakeholders and considers the use of quantitative data collection methods to position key stakeholders.Besides,it provides different ways of communication to different stakeholders.Nevertheless,some ineffective communications still exist.For them,some recommendations are discussed and concluded.
文摘This study discusses on the communication method followed by most of the brands called. “Electronic Word of Mouth” in a short form is called as eWOM in order to reach the customers effectively in a short span. Social media having become a new hybrid component of integrated marketing communication allows the brands to establish strong relationship with the customers. With the establishment of customer relationship online, the brands create a platform for the customers to discuss about the product features, quality, price and write a review about the product online. This research analyses about the social media and its impact in spreading the messages about the brands to the end customers and the impact of gender, age groups, income, designation and the demographic details of the customers in trusting the information that is spread through electronic media and the level at which the eWOM helps the customers to select the brand.
文摘This paper analyses in detail the uses of communications satellite transponders andusers’ demand at present in China based on the investigation and other related data about the satellite communications market.Meanwhile,it also analyses satellite transponder resources that China may provide before 2000.
文摘The aim of this study is to present one of the possibilities of innovations focused on regional development in the non-profit sector. The primary basis shows the way to eliminate or remove the problem fields, the so-called non-profit organizations failures such as philanthropic insufficiency, philanthropic paternalism, philanthropic amateurism and philanthropic particularism. These present the final values and provide conclusions of the Analysis of Non-profit Non-governmental Organisations of Zlin Region. The current situation reveals the longstanding problem of non-profit non-governmental organizations, which is the absence of professional marketing staff, and suggests new possibilities for university graduates＂ application on the labour market, thus creating the essential platform for new approaches in designing educational programs. Non-profit organizations should therefore pay increasing attention to addressing both general public and particularly the youth since young people may be their future volunteers, employees, donors and sympathizers.
文摘What will the Post in the world be like in 2005? At first glance, in view of worldwide structural changes, market liberalization and technological development, this question seems very hard to answer. However, without being able to draw a precise picture of the future post services, it can be affirmed that all current providers of postal services will have to face a very different environment from the current one. The objective of this analysis is to contribute to the future development by examining at the worldwide and regional level the major variables influencing the postal industry's core business sector, the letter post, through analyzing the data published by the Universal Postal Union.
