The concept of brand equity - Munich Personal RePEc Archive
... Brand associations may refer to persons, a “use context”, a life style or a personality. All of these may change the use experience and help process and retrieve information in a specific manner. Two identical products may create a different effect in using only because their brand’s associations d ...
... Brand associations may refer to persons, a “use context”, a life style or a personality. All of these may change the use experience and help process and retrieve information in a specific manner. Two identical products may create a different effect in using only because their brand’s associations d ...
Basic Internet Marketing
... marketing, it makes sense to connect to your consumers through an Internet pathway to find out what you need to know. Your goal is to identify groups of people (called segments) who have related or similar needs so that your marketing dollars can be directly pointed at them. There are several questi ...
... marketing, it makes sense to connect to your consumers through an Internet pathway to find out what you need to know. Your goal is to identify groups of people (called segments) who have related or similar needs so that your marketing dollars can be directly pointed at them. There are several questi ...
Exchanges in Marketing Systems: The Case of Subsistence
... not uncommon to encounter people living in poverty who also use cell phones or the Internet. In mixing the old with the new, this research setting dispels the myth that modern subsistence markets can be understood simply by examining the past of contemporary developed markets and also emphasizes the ...
... not uncommon to encounter people living in poverty who also use cell phones or the Internet. In mixing the old with the new, this research setting dispels the myth that modern subsistence markets can be understood simply by examining the past of contemporary developed markets and also emphasizes the ...
影片實例:建立「薪資」、「福利」並重的員工報酬體系 - McGraw
... 7. For a dissenting view on the use of mystery shoppers as a research method, see Scott Ahlstrand, “Why Spy?” Gallup Management Journal, Winter 2001, pp. 4–6. Other interesting research articles can be found at www. gallupjournal.com. 8. Researchers are constantly looking for more effective methods ...
... 7. For a dissenting view on the use of mystery shoppers as a research method, see Scott Ahlstrand, “Why Spy?” Gallup Management Journal, Winter 2001, pp. 4–6. Other interesting research articles can be found at www. gallupjournal.com. 8. Researchers are constantly looking for more effective methods ...
Study of Online Marketing Communications and Orientation Practices
... survey in fall 2014. The target group of the survey was the locally hired personnel of Finnish foreign missions. There was a total of 30 respondents. The findings of this research revealed that the employer image of these missions is, overall, very positive. The results showed that Finnish missions ...
... survey in fall 2014. The target group of the survey was the locally hired personnel of Finnish foreign missions. There was a total of 30 respondents. The findings of this research revealed that the employer image of these missions is, overall, very positive. The results showed that Finnish missions ...
CIM Induction Slides
... and understanding broader areas of marketing research, data and communications. ...
... and understanding broader areas of marketing research, data and communications. ...
Impact of Celebrity Credibility on Advertising Effectiveness
... Impact of Celebrity Credibility on Advertising Effectiveness actions. An essential job for marketer is to opt for a celebrity whose image best fit to the sense that the company desires to correspond for its product and which of the celebrity personality in particular should be used that celebrity f ...
... Impact of Celebrity Credibility on Advertising Effectiveness actions. An essential job for marketer is to opt for a celebrity whose image best fit to the sense that the company desires to correspond for its product and which of the celebrity personality in particular should be used that celebrity f ...
How to Craft a Successful Social Media Content
... Optimize Content for Search and Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . 26 ...
... Optimize Content for Search and Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . 26 ...
Advertising
... • Is the creative approach appropiate for the target audience? • Does the creative approach communicate a clear and convincing message to the consumer? • Does the creative execution keep from overwhelming the message? • Is the creative approach appropriate for the media environment in which it is li ...
... • Is the creative approach appropiate for the target audience? • Does the creative approach communicate a clear and convincing message to the consumer? • Does the creative execution keep from overwhelming the message? • Is the creative approach appropriate for the media environment in which it is li ...
Forecasting Customer Lifetime Value
... strategies. Subsequently, data mining became a very valuable tool towards the extraction of information from the database (see Khajvand et al, 2011, for details). Customer relationship management is an important component of business intelligence. It provides an integra ...
... strategies. Subsequently, data mining became a very valuable tool towards the extraction of information from the database (see Khajvand et al, 2011, for details). Customer relationship management is an important component of business intelligence. It provides an integra ...
understanding consumer behaviour in the less developed countries
... help of a number of people too numerous to mention. To all those who in any direct or indirect manner contributed to this thesis, I say " Thank You". However, there is need to mention by name the assistance of certain people. First and foremost I extend my sincere gratitude to my supervisor Prof. T. ...
... help of a number of people too numerous to mention. To all those who in any direct or indirect manner contributed to this thesis, I say " Thank You". However, there is need to mention by name the assistance of certain people. First and foremost I extend my sincere gratitude to my supervisor Prof. T. ...
Report on DTC pharmaceutical promotion for
... Media Studies, Logic, Rhetoric, Epistemology, Linguistics, Evaluation of Literature and Art, and various sub disciplines of Marketing including Product Management, Advertising Account Planning and Public Relations. This article will now introduce of just one of those areas: Logic. Fallacies of logic ...
... Media Studies, Logic, Rhetoric, Epistemology, Linguistics, Evaluation of Literature and Art, and various sub disciplines of Marketing including Product Management, Advertising Account Planning and Public Relations. This article will now introduce of just one of those areas: Logic. Fallacies of logic ...
IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. www.iosrjournals.org
... unwanted pieces not as time consuming as deleting unsolicited commercial e-mail (Chang and Morimoto 2003). E-mail is more attractive for computer user than regular mail because of its wider reach, convenience, lower distribution cost and faster responses (Mehta and Sivadas, 1995; Sheehan and McMilla ...
... unwanted pieces not as time consuming as deleting unsolicited commercial e-mail (Chang and Morimoto 2003). E-mail is more attractive for computer user than regular mail because of its wider reach, convenience, lower distribution cost and faster responses (Mehta and Sivadas, 1995; Sheehan and McMilla ...
Brand Personification: An Examination of the Antecedents and
... the use of knowledge about the self as the basic criterion for understanding nonhuman agents or the world at large, due to the reason that individuals have good knowledge about the self. Secondarily, since individuals are “mistrustful of what is nonhuman but reassured by what is human,” emotional m ...
... the use of knowledge about the self as the basic criterion for understanding nonhuman agents or the world at large, due to the reason that individuals have good knowledge about the self. Secondarily, since individuals are “mistrustful of what is nonhuman but reassured by what is human,” emotional m ...
The Value of Marketing Research
... Criteria for marketing research: • systematic: data gathering and analysis must be designed and organized in advance • objective: unbiased and impartial • informational: collects data relevant to information needs of decision-makers • targeted for decision making: data gathered and interpreted with ...
... Criteria for marketing research: • systematic: data gathering and analysis must be designed and organized in advance • objective: unbiased and impartial • informational: collects data relevant to information needs of decision-makers • targeted for decision making: data gathered and interpreted with ...
Basic Pricing Policies
... • There are six steps used to determine prices: establishing pricing objectives, determining costs, estimating demand, studying competition, deciding on a strategy, and setting the actual price. • Pricing technology has revolutionized the way businesses make pricing decisions and adjustments to pric ...
... • There are six steps used to determine prices: establishing pricing objectives, determining costs, estimating demand, studying competition, deciding on a strategy, and setting the actual price. • Pricing technology has revolutionized the way businesses make pricing decisions and adjustments to pric ...
The Motley Fool Case Study
... to reach, engage and influence their target audience using the most powerful channels available to marketers today. StrongMail gives email marketers the control and support they need to improve campaign performance, boost deliverability and lower costs, while also leveraging the power of social medi ...
... to reach, engage and influence their target audience using the most powerful channels available to marketers today. StrongMail gives email marketers the control and support they need to improve campaign performance, boost deliverability and lower costs, while also leveraging the power of social medi ...
Comparing Performance Metrics in Organic Search with Sponsored
... these two forms of referrals, empirical research based on actual data from an advertiser can shed some light on these issues. Using a unique panel dataset of several hundred keywords collected from a large nationwide retailer that advertises on Google, we study the effect of sponsored search adverti ...
... these two forms of referrals, empirical research based on actual data from an advertiser can shed some light on these issues. Using a unique panel dataset of several hundred keywords collected from a large nationwide retailer that advertises on Google, we study the effect of sponsored search adverti ...
URN:NBN:fi:jyu-20
... field of marketing, ecommerce is still a rather new phenomenon and many researchers argue that it is highly under-researched, especially from the perspective of internationalization strategies (Gabrielsson & Gabrielsson, 2011; Sinkovics et al. 2013). Moreover, the technologies of digital marketing a ...
... field of marketing, ecommerce is still a rather new phenomenon and many researchers argue that it is highly under-researched, especially from the perspective of internationalization strategies (Gabrielsson & Gabrielsson, 2011; Sinkovics et al. 2013). Moreover, the technologies of digital marketing a ...
Using Advertising and Promotion to Build Brands
... • Volvo cars selling well in the area • The Volvo brand is now more appealing to a wider range of consumers ...
... • Volvo cars selling well in the area • The Volvo brand is now more appealing to a wider range of consumers ...
eight magic spells for successful cross marketing
... Standing apart is the key to success. Now that you’ve mastered the basics and understand that it’s inefficient to huddle with other authors for marketing, it’s time to blaze your own trail to success. Locating your Niche Markets and Cross Markets is far easier than you might think. Niche Marketing i ...
... Standing apart is the key to success. Now that you’ve mastered the basics and understand that it’s inefficient to huddle with other authors for marketing, it’s time to blaze your own trail to success. Locating your Niche Markets and Cross Markets is far easier than you might think. Niche Marketing i ...
customer relationship management system with a screener
... Traditional static CRM is about analyzing customer information for business decisions to help organizations understand customer needs, differentiate between customers via market segmentation, which implies that some customers are more profitable than others (Hughes, 1996), predict likelihood of cust ...
... Traditional static CRM is about analyzing customer information for business decisions to help organizations understand customer needs, differentiate between customers via market segmentation, which implies that some customers are more profitable than others (Hughes, 1996), predict likelihood of cust ...
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media channels across a specific time frame that often need to be clearly defined. Modern advertising campaigns often combine multiple online and offline channels such as online social media, TV, OOH media, branded packaging, etc.A critical part of making an advertising campaign is determining a campaign theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short-lived due to factors such as being ineffective or market conditions and / or competition in the marketplace and marketing mix.Advertising campaigns are developed to achieve a particular goal or a set of goals. Such goals typically include establishing a brand, raising brand awareness, increasing the rate of conversions/sales. The degree of success or failure at reaching these goals is measured with analytic tools. For instance, Google Analytics offers a set of instruments for reviewing and evaluation of online campaigns.