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Dissertations / Theses on the topic 'Marketing communications'
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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and A. N. Zholudeva. "Marketing communications." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/18327.
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Marketing communications is defined by actions a firm takes to communicate with end-users, consumers and external parties.
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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.
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<p>This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience</p>
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Сагер, Людмила Юріївна, Людмила Юрьевна Сагер, Liudmyla Yuriivna Saher, Алла Миколаївна Дядечко, Алла Николаевна Дядечко, and Alla Mykolaivna Diadechko. "Integrated marketing communications: theoretical bases." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/16300.
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Aspa, Jukka Kimmo Antero. "Celebrity endorsement in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10838.
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This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.
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Ogorelkova, Elena. "New trends in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10839.
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The goal of this thesis is to analyze new trends in marketing communications that appeared in response to major world changes happening recently, understand the reason and consequences of these changes on business environment in order companies could perform well in modern world. My work is concentrating on the analysis of recent and dramatic changes in a way marketers are communicating to consumers and it could be useful to any professional that deals with creation and performing marketing campaigns. The relation between marketing communications techniques and consumers' behavior will be shown in the thesis -- the way how current technological, ecological, social and economical changes influence modern consumers' lifestyles, habits, and how marketing promotional tactics are adjusting to these changes.
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Leppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.
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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 communications in consumer markets.
This thesis consists of an introductory section and five papers. The first paper evaluates the current state of mobile marketing research based on a review and an analysis of extant literature that focuses on mobile (or wireless) applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided. The second paper presents a framework of the mobile marketing communications environment that delineates how mobile marketing should be integrated into a company's integrated marketing communications strategy. A comprehensive overview of divergent mobile marketing activities is provided, along with representative examples derived from popular press. In addition, a detailed description of mobile marketing campaign planning and its implementation process is provided. The third paper provides a conceptual model of the relationships between interactive integrated marketing communications and database management in a mobile context. The results from empirical research suggest that consumers are willing to participate in Short Message Service (SMS) marketing in a retailing context.
The fourth and fifth papers utilize data collected by means of an online survey (n = 4,062) and examine the factors associated with consumers' intention to receive mobile advertising messages and responses to SMS direct-response campaigns. The results suggest that consumers' intention to receive mobile advertising messages is related to the relevance of the message, permission to receive mobile advertising messages, the benefits of receiving the message and the privacy of personal data. In addition, the results suggest that women and men differ significantly in their responses to SMS call-to-action campaigns, consumers aged 36–45 years are most likely to respond to SMS call-to-action in a TV program and participate in SMS sweepstakes and other competitions, and that employment status has a substantial impact on consumers' SMS campaign activity.
Overall, this thesis provides a conceptual and theoretical foundation intended to guide research efforts focused on mobile media and to aid practitioners in their quest to achieve mobile marketing success.
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Hobson, Paula Lee. "Integrated marketing communications at community colleges." abstract and full text PDF (free order & download UNR users only), 2008. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1453583.
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Kreidly, Fikrie, Abdikadar Aden, and Adnan Tvrtkovic. "Integrated Marketing Communications : A quantitative study of the perceptions of integrated marketing communications in the Swedish market." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35476.
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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing. It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.
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Murphy, Melvin Murphy. "Internal Strategies for Assessing Organizational Communication Channel Effectiveness." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3406.
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Evolving communication technology, the increased volume of information needed by businesses, and the intensified competitive environment have made internal company communication more critical to business success. The purpose of this multiple case study was to explore strategies used by managers and leaders of 3 law firms in the Commonwealth of Virginia for assessing the effectiveness of their organization's internal communication channels. The participating firms were recognized by their peers as being exceptionally well-managed. Data from interviews and company documents were analyzed through the conceptual lens of the channel expansion theory and the use of software coding to identify patterns and themes. Three important themes emerged: informal assessment strategies, indirect assessment strategies, and efficient versus timely assessments. The first theme suggested the effectiveness of an informal assessment strategy, depending on the size and complexity of the organization. The second theme reflected the effectiveness of an indirect assessment for organizations that lack the resources to support a more direct and specific assessment process. The third theme reflected the participants' perceptions of informal and indirect assessments may be more efficient, the feedback from the assessments are often less timely. Managers may consider these themes in formulating communication policies. The findings of this case study may have implications for positive social and economic change. Small professional service firms, such as legal firms, provide important services to individuals, families, and businesses in their community.
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Svobodova, Petra, and Anna Gnyria. "Cross-cultural differences in marketing communications : The Importance of cross-cultural differences in the marketing communications: Investigated in Central and Eastern Europe." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-27896.
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Despite the globalization and cultures’ convergence, it is scholarly recognized that cross-cultural issues are important in a business context, especially for companies extending their activities internationally. However, existing theory does not provide an explicit answer of how cultural differences between countries influence customers’ perception of different aspects of marketing communication mix. That is why the underlying task of the current paper is to investigate if cross-cultural differences within the same geographic region are big enough to affect customers’ perception of marketing communication mix used. To facilitate a data collection, Central and Eastern European region represented by Ukraine and Czech Republic were chosen. As a reference tourism industry was used, due to its’ current significance, scale and global nature. Data was collected by conducting secondary and primary research, both having quantitative nature. Secondary data was collected through statistical offices and official on-line sources. For the primary research purposes a questionnaire survey was conducted among pre-defined target audience in Czech Republic and Ukraine. 300 responses obtained provided a solid basis for the further analysis. Based on the relevant theory and secondary research findings four hypotheses were developed to address the research question “Does cross-cultural differences within Central and Eastern Europe affect the marketing communication mix in a specific industry?”. The study results provided that cultural differences exist not only between different regions, but also found within the same geographic region. When considered from marketing perspective, they are significant enough to influence customers’ preferences and perceptions of different aspects of marketing communication mix. The results obtained are specific for a particular case, so they can not be applied to some other countries. However, when it comes to marketing communication perceptions, the results can be used as guidelines by other industries then tourism
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Salander, Britta. "Emotionality in business-to-business marketing communications." Thesis, Northumbria University, 2011. http://nrl.northumbria.ac.uk/2026/.
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The presence and value of emotionality in non-personal business-to-business marketing communications is questioned in literature despite existing knowledge about emotional behaviour of individuals in organisational decision-making units. However, as competition and globalisation increases, the need for differentiation and unique positioning intensifies. The role of emotions in establishing emotional differentiation through advertising is accepted in consumer research, yet little is known about the presence and characteristics of emotionality in business-to-business print advertising targeting an organisational audience. The purpose of this research was therefore to determine the presence and executional style of emotion-laden business-to-business print advertising and to identify themes and patterns of emotionality. Four German trade publications from the manufacturing and engineering sector, comprising all issues of the year 2008 with a sample size of 2000 advertisements were content analysed. Consistent findings revealed that emotionality was used in a substantial number of business-to-business print advertisements and was distributed equally across all four magazines. Emotionality was significantly associated with the use of colour and visuals, and with the size and position of advertisements in the magazine. Emotional techniques relating to content used visual components like the depiction of persons and objects, and the style of visual representation primarily contained symbols of association and metaphors. Dominant emotional stimuli were humour, trustworthiness/reliability and pride/success, which mirror the emotional world of organisational buyers. The results thus demonstrate the relevance of emotionality in non-personal business-to-business marketing communications and indicate that to a certain extent business-to-business marketers use emotional techniques as a strategic element in marketing communications.
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Хоменко, Лілія Миколаївна, Лилия Николаевна Хоменко, and Liliia Mykolaivna Khomenko. "Social marketing communications for blood donors retention." Thesis, Сумський державний університет, 2020. https://essuir.sumdu.edu.ua/handle/123456789/80806.
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Creating a solid foundation for safe blood donation requires a long-term approach, using an effective marketing program to recruit and retain existing volunteer donors. Considering this, it is especially relevant to study the positive foreign experience in the development of free voluntary regular blood donation. The purpose of the paper is to analyze the marketing tools application in the blood services of various countries. The blood service needs to use a combination of various marketing tools to retain exist blood donors. For primary donors, in order to encourage re-donation, it is advisable to issue a donor ID, a donor phone sticker and a leaflet with information about donation benefits. It is advisable to use the site, social networks, and the mobile app for a reminder. The fact of the blood using should be reported via SMS or message on Viber / Telegram / WhatsApp. It is advisable to perform donor activity once a month: drawing contests, poems contests or songs contests about donating. Also we can choose the best donor and volunteer. Donor retention is a complex and long-term process that requires the involvement of a range of marketing tools. But it can provides a significant social impact, which is much higher than marketing expenses.
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Zidarova, Margarita. "Corporate Social Responsibility: The Future of Marketing Communications." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71814.
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The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitative survey study as primary research methods conducted for the purpose of this thesis. The interview questionnaires focused on the internal stakeholders' point of view on CSR as a marketing tool, while the survey study examined customer and external stakeholders' interest in current practices and value of CSR. The primary research was complemented by a broad literature review on the subjects of corporate marketing communications and corporate social responsibility. The main results revealed by the literature reviews and empirical research showed that corporate social responsibility has gained increasing value amongst business practitioners and external stakeholders. It was found that CSR can be executed most efficiently though public relations, and thus it helps sustain a sound corporate identity, brand, image and reputation, resulting in stakeholder loyalty and corporate value. The key findings of the research proposed that the proper use of CSR within marketing communications, by developed mid- and large-size organizations, could result in future competitive advantages in the market place. The principal concluding remark of the author was to highlight the importance of corporate social responsibility practices in marketing communications, with respect to value creation. This thesis aims to create motivation for further empirical research and development.
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Rosengren, Sara. "Facing clutter : on message competition in marketing communications." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics (EFI), 2008. http://www2.hhs.se/efi/summary/769.htm.
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Richard, Kassie. "Promotional Communications| Professional Writing for Local Organizations." Thesis, University of Louisiana at Lafayette, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10681103.
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<p> This thesis explores the use of Facebook as an advertising tool for small businesses. It views advertising through Facebook from the perspective of a professional writer, looking at the context, audience, goals, and media to provide small businesses with guidelines for building Facebook advertising campaigns. This report will discuss 1) the audience for advertising campaigns, 2) the need for a professional writing approach for context and design, 3) the features of Facebook that complicate marketing efforts, and 4) the analysis of a local marketing campaign on Facebook. In the conclusion, the report will summarize recommendations to small businesses interested in using Facebook for promotional purposes. The report is accompanied by a detailed portfolio including works created for various local organizations.</p><p>
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Un, Man Wai. "Pricing in mobile communications services." Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636778.
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Camano, Javier. "Integrated Marketing Communications: Branding Plan for Medicare y Mucho Mas." BYU ScholarsArchive, 2006. https://scholarsarchive.byu.edu/etd/472.
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The purpose of this paper is to explain the appropriate and effective use of branding as a vital part of the communication process of an organization. In addition, this project will help identify issues to improve enthusiasm for the use of the brand, help managers become aware of brand loyalty, and show how to measure the effectiveness of the brand.
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Jones, Karen. "Marketing communications and bilingualism : the impact of bilingualism on consumers' response to marketing messages." Thesis, Bangor University, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.568764.
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Marketing communication focuses on employing strategies that appeal to its target audience and messages must identify the target audience and communicate in ways that appeal to its needs and expectations to be effective (Palmer 2009). However, targeting consumers with marketing messages in English regardless of cultural heritage and native language continues (Puntoni et al. 2009). Whilst language policies influence the public sector to target Welsh consumers with bilingual messages, the private sector continue to convey predominately-English messages. In contrast, faced with the same challenge, all commercial businesses try to stand out from their competitors (Bhargava 2008). Further, the number of Welsh first language speakers living in Wales is on the increase (Welsh Language Board, 2003). Therefore, contemporary marketing communication calls for marketing messages that appeal to a wider Welsh bilingual market. This thesis investigates the impact bilingual marketing stimuli has on comprehension, attitudes, and resulting behaviour of Welsh consumers. A large scale, holistic research approach was utilised in the study, mutually supported by a deductive and inductive mixed method design to produce robust data. This strengthens any weakness in the methods, as one compensated for the other (Fulcher and Scott 2007), thus cancelling out any limitations (Milliken 2001). A non-probability sampling method was adopted that would positively identify the target audience fitting the language criteria. Choosing a non-parametric route to the method of analysis is in light of non- probability sampling in addition to limitations in sample size and unknown normality of distribution. The e-Prime software application suite creates all the computerised experiment designs. The quantitative data was analysed using the statistical package for social science (SPSS), whilst using qualitative data, the content was analysed and thematic techniques used to uncover themes. Contributing data interpretation drawn from small samples acts as a platform for designing the confirmatory survey aimed at strengthening validity and reliability. The findings draw on narratives and statistical significant correlations in bilingual qualities of consumers that focus on the assumption that Welsh products are associated with quality goods that are higher in price. A strong sense of passion and pride for the Welsh language's development emerges from the analysis that has the potential to offer a lucrative business growth opportunity for local businesses. However, the additional costs of producing bilingual marketing messages are unjustified whilst consumer comprehension gaps in the Welsh language exist. From the analysis and discussions, the development of two distinctive framework models will assist businesses in directing contemporary marketing communications at specifically targeted audiences based on language proficiency and its motivational appeal. In addition, having to attend to only one academic level of Welsh, this adds to the comprehension gap problem making it difficult for creating marketing communications that challenge the comprehension gap. Commercial competitive advantages are difficult to achieve when language level variations are restricted in their use to segment the market to beat the competition. Support for a variation of language levels for businesses to use that target consumer groups within each comprehension level offer businesses more scope to adopt cost effective strategies that offer competitive advantages. Future proposed research directions include use of language proficiency as a tool to segment the bilingual market and, in doing so, test the effectiveness of marketing messages designed to identify with each target market. Also, there is opportunity to explore the impact such marketing messages may have on those not specifically targeted (non- Welsh speakers) as well as the effects of their appeal on the tourist trade.
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Botha, Elsie Margaretha. "Contagious Communications : The role of emotion in viral marketing." Doctoral thesis, KTH, Industriell marknadsföring, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-150888.
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The “connection generation” craves interaction with and connection to vast social networks through the sharing of information, photos, opinions, entertainment and news. This sharing comes in the form of electronic word-of-mouth or eWOM, and provides marketing and communication managers with an unparalleled opportunity to reach a large number of consumers quickly. With the ever increasing growth of the internet and the rise of social media and social network sites, viral marketing has cemented itself in the marketing and corporate agenda. However, while there has been a shift in marketing budgets towards online and social media, little is known about how to successfully leverage viral marketing. Consequently, understanding why some videos go viral and others do not is becoming an increasingly popular focus of academic research. This study aimed to answer the following research question: What are the factors that drive the virality of online content? In an attempt to answer this exploratory research question, four papers were used to look at its constituent parts. In the first paper, the role of emotion in the sharing of online content was investigated. Rime’s social sharing of emotion theory was used to explain why emotion could drive the spread of content online. We suggested that people’s propensity to share viral content was a function of the intensity, sociality and complexity of the emotion elicited by the viral content. The following two papers further investigated the role of emotion in viral marketing by looking at the relationship between content and emotion. Paper 2 used interviews in a qualitative research design to propose a decision-tree of the interplay between content and emotion in viral marketing. This paper showed that the relevance of the content has an influence on viewers’ emotional response. Paper 3 took a closer look at the relationship between content and emotion by using a two-stage design: First, content analysis was done on the comments of selected YouTube videos. Second, an experiment was used to test the emotions that these videos elicited in respondents, the valence of those emotions, the intensity with which they were felt, as well as various content-related factors (e.g. the creativity and humor used in the videos). This paper looked specifically at the use of political communication in viral marketing and showed that creativity, valence and the intensity of the emotions elicited by the content are key drivers of viral success. The final and fourth paper culminates in a model for the sharing of content online. This paper built on the findings from the previous papers, but also made use of interviews, and the analysis of a longitudinal dataset to propose a comprehensive model for the spread of content online. The longitudinal dataset was compiled using the top 10 posts from Reddit.com, a viral aggregator website, over the period of 25 days. The comprehensive model shows that there are external, intrapersonal and interpersonal drivers of viral content. The external drivers of viral content are the viral videos themselves (content) and its popularity. The content construct refers to various aspects related to the content itself, for example how informative, creative, humorous etc. the content is. Its popularity, on the other hand, was driven by both WOM and mainstream media reports. The intrapersonal drivers of viral content refer to the emotions that the content elicited in viewers. Viewers’ emotional response to the content was influenced by its relevance, but also by the valence and intensity of the emotion that they felt. Even though some content elicited intense emotions in viewers, some viewers did not share the content and interpersonal drivers of viral content was introduced to the model. These drivers recognise the social aspect of social media, and that content gets shared with large social networks. The model contends that people share viral content with their social networks as a form of online gift giving, out of altruism, or simply to build their own reputation. Finally, we contend that, in this content à emotion à social sharing chain, people share viral content both online and offline, as many respondents simply told their friends about the content (thus prompting them to go and watch the content themselves) or showed them the content themselves. This online and offline sharing of content increased the popularity of the content and a self-reinforcing chain was created, increasing the exponential growth typically associated with viral content. As consumers are exposed to an increasing amount of marketing messages, and marketing budgets shrink, marketing managers could greatly benefit from better understanding how to more effectively make social media part of their marketing strategy. Viral marketing allows for a low-cost way of communicating marketing messages with great potential for impacting the market. This study ultimately shows what marketing managers can do to increase their chances of viral success, and ends off with a list of managerial recommendations to leverage the external, intrapersonal and interpersonal factors present in viral campaigns.<br><p>QC 20140911</p>
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Miles, Peter Harry. "Philippine international tourism and the role of marketing communications." Thesis, University of Derby, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369901.
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Thorbecke, Lysa, and thomas Britos. "Online communications in tour operators marketing strategies : A case study on how and why do tour operators integrate online communication in their marketing strategies." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29412.
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The purpose of this thesis is to explore the different Internet tools in a marketing strategy, which can be used within a tour operator in Sweden. The question is why did they choose these specifics Internet tools and how do they use it. Further, this project aims to contribute to the development of new knowledge regarding the online marketing strategies in the outbound tourism market.
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Hanpongpandh, Peeraya. "A comparison of perceptions of public relations, marketing, and advertising educators toward integrated marketing communications." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/917012.
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This thesis sought to answer the research question: How do the top educators in the area of public relations, marketing, and advertising perceive the concept of integrated marketing communications as compared to one another?The mail survey applying Q methodology was sent to 15 top educators in each of the three fields in the United States for a total sample of 45 educators. A total of twenty-five responses were returned representing 55.5 percent of the sample. When the respondents were analyzed by discipline, there were eight responses from the pubic relations educators, nine from the marketing educators, and eight from the advertising educators. As a result the responses from each disciplines comprised, respectively, 53.3 percent, 60 percent, and 53.33 percent of the total sample.The statements in Q-Sorting were collected from the review of literature and in interviews with the Ball State University advertising, and public relations professors. Each statement either agreed or disagreed with the perception of integrated marketing communications. Each educator was asked to indicate how strongly they agreed or disagreed with each statement.A computer program developed for Q-Methodology studies was used to extract the factors from the educators' responses. After the Q-Sorts were tabulated, the researcher identified two factors, Factor I, and Factor II. The majority of Factor I respondents were the marketing, and advertising educators. The majority of Factor II respondents were public relations educators.The researcher concluded that these two groups had clearly different attitudes toward IMC. Stated in another way, marketing educators and advertising educators had similar perceptions of IMC, while public relations educators perceived the IMC concept very differently. Public relations educators indicated that the concept of IMC would be acceptable if it should be viewed as a total organizational communications function.<br>Department of Journalism
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Mohamed, Bibri. "Corporate Sustainability/CSR Communications and Value Creation : A Marketing Approach." Thesis, Blekinge Tekniska Högskola, Sektionen för management, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-4173.
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The purpose of this study is to explore the current practices in corporate sustainability/CSR communications and how this trend contributes to corporate value creation. More specifically, this study looks at this subject from the angle of how companies can use corporate sustainability/CSR communications in marketing activities to attain corporate marketing objectives. To achieve the aim of this study, an examination of the current practices in corporate sustainability /CSR communications was performed through a pertinent empirical and theoretical literature review as well as a quantitative and qualitative empirical method using a survey questionnaire. The author attempted, in the same way, to illustrate how corporate sustainability/CSR communications can strengthen corporate reputation and directly enhance financial performance. For theory, two bodies of literature (corporate communications and corporate sustainability) were selected for review in terms of the degree of synergy and integration between them and their implications for this thesis. The key findings from literature review and empirical study showed that the practices of corporate social responsibility communications occurs through CSR, Triple Bottom Line (PPP) or corporate sustainability reporting, stakeholder dialogue on sustainability issues and social and environmental communication programs. Also, the auditing and assurance of CSR reporting is carried out through different measures including internal (i.e. human resources management, CSR and/or PR department) and external (i.e. business partner, consulting or risk management firm) or both measures. It was also found that sustainability has been a part of corporate culture and strategy development for a number of organizations pursuing the sustainability path for decades. Moreover, public relations activity is ranked the most effective in communicating sustainability at corporate level and has the potential to reach a wide spectrum of stakeholder audiences. However, a level of skepticism was noticed among stakeholders towards corporate sustainability/CSR communications. Nonetheless, knowing how stakeholders perceive corporate image and what they expect in return for their support is fundamental in designing effective corporate and marketing communications strategies. Stakeholders’ relations management is the bottom line for success and sustainability of the business and lies at the core of CSR practice and its reporting. Further, the growth of corporate sustainability/CSR communications has reflected the keen interest from all stakeholders; hence, it has become a topic of major importance and also, as it was found, a key factor that experts and planners in the field should capitalize on and watch in competitive marketplaces. Furthermore, having a pro-social and environmental agenda means having a sound corporate and marketing communications strategies that can build a company’s reputational standing and create sustainable competitive advantages. The trend towards injecting sustainability into corporate decisions making and strategy development has come about through what organizations have achieved in terms of value creation pertaining to reputation and financial performance enhancement. The author’s review of the literature makes an advance on extant reviews of the literature by highlighting the importance of corporate sustainability/CSR communications in marketing with respect to corporate value maximization. Overall, this thesis endeavours to present contributions, avenues and departure of journeying for further empirical research and development.<br>+46704352135
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Dean, Andrew Kristoffer. "How do marketing communications influence nanotechnology sensemaking in B2B sales?" Thesis, Durham University, 2016. http://etheses.dur.ac.uk/11816/.
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Making sense of technology products is a challenge faced by B2B actors, and one that is particularly acute for high technology products. Sitting in the isthmus between organisations are sellers and buyers who predominantly communicate through talking to position themselves as legitimate sources of knowledge to facilitate selling and buying, while often experiencing identity-based tensions. Research gaps from extant studies show limited investigations examining how sellers and buyers discursively negotiate high technology sales related to their identities to more easily make sense of these often-misunderstood products. This study therefore considers these aspects through the exemplar of nanotechnology, which is regarded as an ambiguous, opaque and complex collection of products, capable of triggering a need for sensemaking, based on the use of marketing-based spoken communication. Throughout this study, respondents who undertake nanotechnology selling and buying within UK companies (SMEs and MNEs) are engaged with via in depth semi-structured interviews. Using an interpretivist case study approach, discourse analysis is used to unpick social structures relating to selling and buying, as the respondents ‘see’ and discursively construct them. Three main themes are drawn out of this study. The first is the importance of a centralised scientist role identity to guard against the stigma of carrying out marketing activities, where respondents can be quasi-legitimised scientists engaged with selling and buying, while discursively negotiating how to construct these activities. Many sub-themes of power, othering and internal contradictions are explored for this and other main themes. The second theme highlights the potential for using spoken interpersonal marketing communications as a vehicle to induce homophilous discourse, resulting in shared meaning, where sense can be made more easily for complex product functionalities and identities legitimised/delegitimised. The third theme indicates how product simplification and linguistic tools, drawing on cultural references such as science fiction metaphors and militarism can aid in sense given and made between sellers and buyers. Drawing these themes together suggests how the scientist role identity is centrally enacted alongside minor identities of the marketer, seller or buyer to aid in sense giving and sensemaking for high technology products through spoken discursive cultural resources.
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Haddow, David. "Strategic marketing, communications and design management in the Third Sector." Thesis, Glasgow Caledonian University, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.570873.
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There are well over 200,000 registered charities in the UK, creating a crowded and unique marketplace. There is a strong sense amongst supporters of what it means to be a charity; a compassionate, ethical, and honest organisation that raises money for the good of others. Alongside these core values however, there are other key factors that can distinguish one charity from another. It is paramount that a charity works hard to develop and convey these factors through strategic marketing, communications and design (as a business would) in order to effectively deliver its mission, values and beliefs to target audiences. ~'.., • • .,... •• i Street League is a national charity organisation whose mission is to transform thelives of disadvantaged young people through the power of sport. The organisation uses football in particular as a tool by which to engage with individuals from disadvantaged and difficult backgrounds. Through a structured curriculum of football and employment support, Street , League then progress participants from these unique programmes, directly on to further education, training or employment opportunities. In 2009, Street League sought to improve and expand services nationally however, in order to support their operation, they needed to remain attractive to potential service users while communicating their message and successes to existing funders, partners, employees and the media. In addition to attracting new participants onto programmes, Street League wanted to improve the sustainment of relationships with existing participants for a duration long enough to make a difference to their lifestyles and social behaviour. The charity felt it was important that they responded to the needs of the young people they worked with by communicating in new, exciting and accessible ways. The charity understood that a strong brand identity and innovatively designed communication material could support their business goals, but possessed neither the design skills nor the resources necessary to develop, execute and evaluate complex integrated communication applications and marketing strategy. The charity required an internal understanding of marketing, communications and design and how it could contribute to individual elements of the business in addition to wider organisational objectives. The Knowledge Transfer Partnership (KTP) between Street League and Glasgow Caledonian University was established in order to facilitate and manage the internal and external resources necessary to develop an integrated communications and marketing strategy for the charity. As the 'KTP Associate' and Street Leagues' Communications and Marketing Manager, the author was responsible for the management of the partnership, the coordination of the two year project and the delivery of all strategic output. Strategic: Marketing, Communications and Design Management in the Third Sector I David Haddow II
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Merta, Jonáš. "Analysis of the marketing communications and strategy of Contours fitness." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149807.
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The thesis analyzes marketing communication of Contours fitness by using theoretical background. The aim of the thesis is theoretical description and analysis of communication tools. Based on situational analysis the thesis evaluates the effectivness of communication mix and suggest measures to its optimalization. The outcome of the thesis is theoretical description of communication mix of the company, newly established communication objectives and analysis of communication tools with emphasis on communication effectivness.
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Wachtler, Kamilla Dóra. "Direct Marketing Communication at SEAL Communication Company." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73794.
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The appearance of the Internet and new, rapidly changing emerging online technologies have led to some fundamental changes in marketing -- especially direct marketing. Besides the growing popularity of the Internet, the appearance of databases and one-to-one marketing are challenging traditional marketing methods. This thesis attempts to illustrate how direct marketing techniques can be implemented in an IT company. It starts with an overview of the concepts of direct marketing and its techniques and then provides a brief synopsis of its past as well as possible future trends. The differences between B2B and B2C marketing communications are discussed as is the role of direct marketing in the information technology (IT industry). The last section presents a case study -- concluded with the cooperation of SEAL Communication and Oracle -- which demonstrates how an IT company can effectively use direct marketing in order to achieve its goals and build long-lasting and fruitful customer relationships. For the successful execution of the direct marketing campaign, both Internet based tools and traditional methods were applied, in order to show that both of these technologies can be used together when targeting different groups with different needs.
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Qabur, Ibrahim. "FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA." Cleveland State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1528220206039982.
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Jones, David Blodgett. "Directiveness in promotional communications." Diss., Virginia Polytechnic Institute and State University, 1987. http://hdl.handle.net/10919/77808.
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The style of a communication may influence a receiver's responses as well as the message's factual, informational content. The degree to which a promotional communication attempts to control a receiver's responses can be defined as a relational and therefore a stylistic variable. This dissertation operationalizes a stylistic variable, directiveness, as the degree to which a persuasive communication instructs the receiver how to respond in terms of action, attitudes and beliefs. Directive messages attempt to limit the receiver's responses while less directive or suggestive messages encourage the reader to make up his or her own mind. Using Attribution Theory and the Cognitive Processing Model as theoretical bases, experimental hypotheses were tested involving the impact of directive versus suggestive messages on receiver responses to one-sided and two-sided communications and high and low involvement topics. Directiveness was found to have significant impact on receiver responses depending on the receiver's level of involvement. The main implication of this research is that how a persuasive communication is worded may influence a receiver's responses to what informational content is presented.<br>Ph. D.
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Pirunčíková, Jana. "Event marketing v komunikační strategii firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-81326.
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This thesis deals with event marketing into integrated marketing communications. The main objective is to assess the effectiveness and appropriateness of selected methods in the selected company. The work is divided into theoretical and practical part. The first chapter describes the theoretical and the elements of marketing communication and clarifies the issue of event marketing. The theoretical knowledge applied in the Energy Media Publishing Ltd. and specifically its product - the magazine Do kabelky, his performance is part of the second chapter in the situational analysis. The third chapter is devoted to marketing research, which is processed in the form of primary research interviews with the event experts and target group publishing - magazine reader. Finally, in the fourth chapter, I propose that event marketing strategy, which will draft a specific event.
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Straatsma, Raymond. "Cartographies of consumption, the political economy of marketing research and communications." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp04/mq24246.pdf.
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Burgmann, Inga. "Integrated marketing communications : implementation and application issues in consumer-focused companies." Thesis, University of Hull, 2007. http://hydra.hull.ac.uk/resources/hull:6742.
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This thesis addresses the implementation and application of integrated marketing communications (hereinafter referred to as 'IMC'). The thesis is located within the field of marketing communications and focuses on IMC perceptions and practices within large global and national companies located in the UK and Germany. The aim of this thesis is to understand how and to what extent IMC has developed and is practiced in the selected firms. This study takes the perspective that IMC can only be understood via social actors i. e. via marketing and communication practitioners - including brand managers, and senior executives, as they are the people who possess the practical knowledge of complex business settings in relation to their own business and/or its related brands. As such, these practitioners have the ability and managerial capacity to design and implement integrated approaches to marketing communications. In a qualitative two phase research design, interviews and case studies are the chosen methods that allow this investigation to access the research problem. The design of this thesis is as follows: 1. Current marketing communication and IMC literature is reviewed which serves to identify research gaps. 2. During the first phase, data was collected from 10 large national and global companies located in Germany and 15 similar firms located in the UK. Four different industries were selected: service, retail, consumer durable and fast-moving consumer goods (FMCG). 3. In the second phase of the research design, three extensive case studies with fast-moving consumer goods companies were carried out in relation to IMC perceptions and practices. The case firms included two multinational firms i.e. SABMiller and Imperial Tobacco, and one very rapidly growing strategic business unit, namely Tryton Foods, which is a subsidiary of a national UK firm. 4. An interpretive theory building approach was used. The qualitative data analysis was guided by the principles of content analysis. Based on the empirical findings of the research, the final outcome of this thesis complements and advances current knowledge about marketing communications and particularly in relation to integrated marketing communications. A significant outcome of this research is that IMC is purely client-led. In addition, it is found that the majority of participating firms have only recently started to implement IMC, and indeed, that current IMC practices can be further advanced and augmented. At least in business-to-consumer industries, firms need to listen more actively to the needs and wants of their customers in order to be able to create consumer-driven marketing communication approaches.
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Luchina, Anna, and Giacomo Codazzi. "Marketing Communication Strategy for a Science Park." Thesis, Högskolan Dalarna, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:du-30795.
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Background: World economy of the 21st century places high demands on national economic systems. Governments implement various initiatives to enable a more effective cooperation between universities and industries in order to increase competitiveness of their economies. Science Parks represent one type of such initiatives. It is assumed that they support regional economic growth by means of technology transfer from university to industry. Science Parks usually incorporate incubation programs, which enable creation of NTBFs by university staff and students. Science Parks have to ensure its organizational development by providing paid services, especially in form of incubator program. Therefore, Science Parks are regarded in our research as service companies. In order to enable creation of NTBFs Science Parks have to be able to attract talented researchers and students. In our research, we focus on students and consider them as potential customers for Science Parks. Previous research focusing on the problem of students’ attraction to these organizations is scarce. We implement marketing communication theory to address the problem of students’ attraction to Science Parks. Aim: Our research is set to identify content for a marketing communication strategy of a science park, which considers students as potential customers. Theoretical background/Methodology: In order to fulfill the aim of the research we implement case study strategy. We collected primary and secondary data. The case organization is presented by Dalarna Science Park (located in Borlänge, Sweden), where we collected secondary data. It was incorporated in our research as handout materials that enabled Focus Group discussions. Focus groups with students from Dalarna University presented the source of primary data. Question guideline for focus groups was based on principles of marketing communication theory, which we used as the primary theory of the research. Conclusions: Results indicate that students regard business incubator services of a Science Park as useful for those who have business ideas. It can be considered as positive prerequisite for a marketing communication strategy. In order to attract students with ideas of starting own ventures, a Science Park should engage students into various events, such as workshops, discussions and seminars. The organization should constantly inform students about its nature and activities and create an image of a young successful entrepreneur, which students are attracted to. For this purpose a Science Park can use Internet as means of both spreading its messages to students and enabling WOM recommendations among them.
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Perry, Thomas D. "Marketing Graduate Programs at Marietta College." Marietta College / OhioLINK, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=marietta1117736514.
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Ågren, Maria, and Martina Ölund. "Storytelling : A Study of Marketing Communication in the Hospitality Industry." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-897.
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<p>There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector.</p><p>The hospitality industry is one of the largest service sectors, facing fierce competition. Many hotels have a story to share and storytelling is today a buzzword in the industry, but it has not received much attention in the academic world. Therefore, little is known about storytelling from a business administration perspective, more specifically marketing communication, which is our field of interest in this thesis.</p><p>The purpose of this thesis is to study and analyze storytelling and how it is used as marketing communication in the Swedish hospitality industry.</p><p>To fulfill our purpose, a qualitative study with an inductive approach was chosen as suitable. Primary data was gathered through interviews with managers from nine different hotels, which all work actively with storytelling. Theories regarding service marketing, marketing communications, and storytelling helped us to collect appropriate empirical data and also to structure the analysis.</p><p>Storytelling in the hospitality industry is an identity or an image, and the purpose of using storytelling is to be remembered and to mediate a feeling. As a concept, it requires attributes and a certain level of truth is important to remain trustworthy. Furthermore, storytelling facilitates the communication process between the hotels and their customers and it often strengthens customers’ attitudes towards the hotel. Both private and business customers are attracted by stories, but it is easier to communicate the story to large groups during a conference. It is however difficult to mediate the whole concept through marketing communication tools as it is too compound. Storytelling facilitates an integrated marketing communication as it becomes an image and word of mouth is increased due to that people talk about the unexpected.</p>
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Sahlin, Shannelle. "Soi Dog Foundation’s social marketing- and communication strategies : Which social marketing strategies and multimodal tools SDF has used throughout the decade." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-165518.
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During the past decade, there has been a growing disgust in Thailand with opposition to eating dogs in Asia and activists have unitedly with organizations encouraged the Thai government to adopt stricter animal rights laws in order to prevent the illegal dog meat trade. One of these organizations is the Thai animal welfare organization Soi Dog Foundation (SDF), that has also contributed with a controlled dog population on the Thai island Phuket and officially made it the first rabies free province in Thailand. Since SDF is solely volunteer and donations based it becomes relevant to examine the reasons behind their success as a non-governmental and nonprofit organization in a third world country. The thesis’s speculations regarding SDF’s historical development aims to help SDF and other NGOs in Asia that share the same goals streamline their marketing. This paper is a bachelor’s thesis including a minor field study in Thailand. It is a qualitative study with empirical observation and participation that analyzes SDF’s social marketing strategies. The study also includes a multimodal analysis of the focus organization’s materials fighting the illegal dog-meat trade and smuggling. The chosen materials are published during the beginning and end of the recent decade and are examined in order to determine which semiotic and multimodal tools they have used throughout this time period to spread awareness of the phenomenon. It is also examined whether SDF composes their texts and structures their materials differently depending on the target group. The research questions are answered with the help of semiotics and analytical tools from the systematic-functional grammar method. It will be briefly analyzed whether SDF attempts to build emotional appeals into their materials with the help of a model called ‘emotional branding’. The thesis’s approach to the analysis of SDF’s communication planning is based on the contingency approach, which implies that it takes variating methods in order to achieve a goal. The Four C’s model will be used in this study when discussing strategies NGOs can use to cooperate or create the desired relationship with their nation’s government. The agenda setting theory is implemented in order to examine SDF’s social marketing strategies. The results of this thesis show that SDF has adapted their materials to the ideal layout structures in modern time throughout the decade and frequently adapts them to their culturally variating target groups. The analysis also displays that the organization uses multiple strategies consisting of multiple minor steps in order to reach a certain goal. Results imply that SDF and other NGOs should focus on social media and their relation to the public, in order to eventually affect the majority public opinion and influence the government laws regarding animal rights.
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Lashgari, Maryam. "Digital Marketing Strategy:B2B and Stakeholders Communication." Doctoral thesis, KTH, Skolan för industriell teknik och management (ITM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-220144.
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Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context. Through this research, I contribute by exploring the adoption strategies of digital platforms in the B2B supply chain including B2B firms, retailers and end users. By digital media, I mainly refer to social media and beacon technology. First, I begin this thesis by identifying the adoption and integration strategies of social media and digital marketing into traditional marketing channels in a B2B context. In this part, I identify the B2B firms’ target audience and propose a model facilitating a B2B firm’s practical social media adoption strategies. Second, to explore the benefits of different social media content sharing approaches derived from information accessibility resulted in the prior study of this thesis, I introduce and examine Public and Gated-Content sharing approaches. Thereafter, assisted by Social Power Theory and Resource Dependence Theory, I examine the effect of Public and Gated-Content sharing approaches on the target audience’s willingness to interact with the firm. The findings of this study reveal that Gated-Content approach can help the firms build closer relationship with the target audience and engage them in a co-creation process. Third, by studying proximity marketing through the adoption of beacon technology in the retail context, I explore the current methods of usage, as well as the benefits and challenges of in-store proximity marketing adoption for content sharing purposes. I complete the thesis by presenting the different challenges of such adoption, which consist technical, human behavior, managerial perception, resource and privacy factors. Finally, I identify the need to integrate the physical aspect of place and location back again into the online digital communication channels within a retail context.<br><p>QC 20171219</p>
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Trindade, Maria João da Conceição Alves. "Comunicação integrada de marketing: plano de comunicação para a empresa Evicar." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/4339.
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Mestrado em Marketing<br>O objectivo deste projecto é desenvolver um Plano de Comunicação Integrada de Marketing para o Grupo Evicar, especificamente para o seu projecto Evitrucks, distribuidor e reparador da marca DAF em Portugal. Adoptou-se o modelo conceptual de Clow e Baack (2007) para o desenvolvimento deste plano. Os objectivos do plano são a fidelização dos seus públicos-alvo, melhorar a imagem da marca e aumentar a notoriedade e a credibilidade da empresa, dos seus produtos e/ou serviços, no sentido de contribuir para um aumento das vendas, o desenvolvimento de uma boa relação com os órgãos de comunicação social e a partilha de valores entre os colaboradores. Os segmentos a atingir são empresas transportadoras e de logística, empresas de Construção, condutores com Carta de Condução de Categoria C e respectivas subcategorias e os órgãos de Comunicação Social, e o posicionamento adoptado passa pela comunicação dos quase 60 anos de experiência do grupo e pelo respeito que o mesmo tem por todos os seus parceiros e clientes, tanto actuais como potenciais. As áreas de actuação consideradas são a comunicação de produto, a comunicação com a comunidade local, publicidade, promoções, eventos, patrocínio, database marketing, comunicação na internet, responsabilidade social, comunicação interna e comunicação financeira. As tácticas previstas são participações em Feiras do sector, a criação do Clube DAF e respectivo fórum, anúncios de imprensa, leilões, uma acção de team building, entre outras. Apresentam-se também as métricas de avaliação que permitem aferir a eficácia do plano.<br>The aim of this project is to develop an Integrated Marketing Communication Plan for Evicar Group specifically for the project Evitrucks, distributor and repairer of the DAF brand in Portugal. We adopted the conceptual model by Clow and Baack (2007) for the development of this plan. The objectives of the plan are: to increase the loyalty of the company's audiences, improve the brand image and increase the visibility and credibility of the company, its products and / or services in order to contribute to an increase in sales, the development of a good relationship with the media and shared values among employees. The segments to be targeted are carriers and logistics companies, construction companies, drivers with driving license of category C and its sub-categories, the media, and to increase the awareness of the company's 60 years of experience. The areas of action considered are product communication, communication with the local community, advertising, promotions, events, sponsorship, database marketing, internet communications, social responsibility, internal communication and financial communication and tactics ranging from planned investments in several fairs of the sector, the creation of the DAF Club and its forum, press ads, auctions, and a team building action. Metrics for the plan effectiveness evaluation are also presented.
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Tsang, Chi-kai Alex. "A study of distribution channels for computer communications products in Hong Kong /." [Hong Kong : University of Hong Kong], 1993. http://sunzi.lib.hku.hk/hkuto/record.jsp?B13497832.
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Kerr, Gayle. "Consistency and integrated marketing communication : an exploratory study." Thesis, Queensland University of Technology, 1997. https://eprints.qut.edu.au/36301/1/36301_Kerr_1997.pdf.
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This study explores the role of consistency in IMC and ways in which it can be measured. A contribution to the emerging area of IMC is made by drawing on the
experiences of marketing communication practitioners in relation to their perceptions of consistency in the practice of IMC. The initial exploratory research in the form of focus groups was expanded upon through a series of in-depth interviews which elaborated on attitudes towards consistency, measurement and IMC. The literature review in Chapter 2 summarises key data from the fields of advertising,
public relations, direct response, sales promotion, corporate identity, marketing,
auditing and IMC. Chapter 3 describes the multimethod research design of the study, in which focus groups generated many new ideas which were explored in greater detail through in-depth interviews. Key outcomes of the research are reported in Chapter 4. The final chapter considers the implications of this research for the theory and practice of IMC and suggestions for future research. The main findings suggest that consistency is an important but little understood area of
IMC. In this study, consistency is defined and factors promoting consistency, as well
as barriers to consistency in IMC are identified. From this, the three keys to consistency
- corporate identity, strategy and execution - emerge. The study explores consistency in relation to Duncan's IMC Message Typology and suggests where consistency can be controlled or influenced in planned, inferred, maintenance and unplanned messages. As a result, strategies for controlling and influencing consistency are developed. Consistency was seen by practitioners as difficult to measure due a lack of appropriate tools and an inability to see visible results or relate it to a dollar value. In addition, it was felt that management was not demanding its measurement. A need was identified
for a measurement tool for the internal guardian of the brand to evaluate consistency in IMC. The study concludes by proposing a 'Consistency Check' devised from the study
results, as an appropriate measure to evaluate consistency in IMC.
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Roehm, Harper. "Persuasion and the new media : interactive marketing communications and attitude change processes." Connect to resource, 1999. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1261236409.
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Pulver, Megan Le'Ann, Ruben Bravo Castano, Lacie Boyett, et al. "Unicef's Tap Project & Nintendo: Integrated Marketing: Communications Plans for Executive Presentation." Thesis, The University of Arizona, 2011. http://hdl.handle.net/10150/144921.
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Shamina, Yana. "Marketing of luxury products." Doctoral thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-114052.
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The world of luxury products for many years was reserved only for the selective and exclusive audience. It looked like it was impossible to experience it or to get in for someone from outside. Marketers of luxury brands have created such an environment where clients could feel exclusivity and enjoy timeless quality, values, history and heritage of the brand. It is very important to maintain the traditional values for luxury brands but in order to stay in touch with the target audience, luxury producers have to face and adapt to rapidly changing environment. There are a lot of debates about comparability of the Internet and luxury, as digital world is too impersonal comparing with core competence of luxury: exclusivity, outstanding experience and human touch in everything including craftsmanship, personal selling and customer relations. In current environment luxury companies cannot ignore the importance of the Internet as a communication and transaction tool and have to stay in touch with its target audience. The main contribution of this dissertation thesis is an analytical framework "features of importance for online luxury consumer satisfaction" that will help luxury marketers to understand online luxury consumers, their motivations, behavior and preferences. Additionally, framework presents the up-to-date data that can be executed while creating digital marketing communications strategy. The influence of content, social, process and technology gratifications on the online luxury consumer satisfaction was investigated. By incorporating the quantitative approach it was possible to make a deep analysis of the research problem. To obtain the necessary data the group structured questionnaire was used to analyze the proposed research model. A total of 133 respondents were accepted for the investigation. Analysis of correlation proved the positive relation between gratifications and luxury consumer satisfaction, even thought, proposed gratifications had different influence on the satisfaction. Content and technology gratifications had the most strong and positive influence on the satisfaction. However, from the obtained results it is visible that social gratification had the least important but still positive effect on the luxury consumer satisfaction. The obtained results are a valuable asset for the luxury companies as research revealed the main directions and themes on which luxury marketers should stress while creating online communication strategies.
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Baron, Michael. "Integration of marketing communications in historical development: informational content analysis of websites and magazine advertisements in Australia." Thesis, Curtin University, 2008. http://hdl.handle.net/20.500.11937/992.
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It has taken advertisers many years to develop integrated advertising communication strategies that could incorporate many or all traditional marketing communication channels that developed separately, such as billboards, magazine advertising, television and radio. All of the marketing communication channels were usually integrated with one another in order to produce messages that were comprehensive as well as unified across all of these channels. However, the rapid development and growth of Internet communications resulted in the need to review traditional approaches towards advertising to accommodate the new communication medium. Initially (in the late 1990s) there appeared to be a lot of confusion about the role Internet communications were to play in advertising campaigns and whether they were destined to supplement traditional marketing communications or to replace them. It was also not clear how to combine interactive communications with non-interactive ones. The thesis investigated and compared content of both traditional (magazine advertisements) and emerging (websites) advertising communications in Australia at the turn of the century. The focus of this investigation was on the identification of the informational content of magazine advertisements and websites as well as the degree of integration between these two marketing communication channels.The thesis addressed arguably two of the most critical (if not the most critical) areas of marketing communications of the time: informational effectiveness and identification of key informational content elements in both magazine advertisements and websites as well as integration between magazine advertisements and website marketing communications during the early days of the Internet marketing. Informational content analysis of magazine advertisements and websites identified a number of content-related differences between the two types of marketing communications. It also revealed that content of web-linked magazine advertisements was likely to differ from the content of magazine advertisements that did not include a link to a website.
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Koc, Erdogan. "The role and potential of marketing communications in the Turkish domestic tourism market." Thesis, Oxford Brookes University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.325435.
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Mehra, Vikram. "Online Marketing in Small and Medium sized companies." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76923.
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Online marketing plays a significant role in business and the World Wide Web has proven to become a platform for success for many enterprises and industries. The advantages that comes with the use of the internet platform for the marketing goods and services makes it imperative for Small and Medium Enterprises (SMEs) to adopt, in order to stay competitive in the fast changing global market. The main objective of this study is to explore the dynamics of the Internet in connection with (SMEs). The case study approach is used in this study. Hence, this thesis provides an analysis of the internet marketing strategy in the company NWT a.s. and its e-shop Patro.cz. The study found that, the internet as a marketing tool can enhance customer relationship and enable SMEs in particular to maintain close contact with their customers and provide them with a compelling shopping experience so as not to lose them to other competitors.
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Beeber, Allan Howard. "A marketing-communications plan for an innovative teleservice for a nonprofit religious organization." CSUSB ScholarWorks, 1991. https://scholarworks.lib.csusb.edu/etd-project/448.
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Fistein, Benjamin. "Designing a Communication Strategy for a Start- Up Company." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-194093.
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This thesis outlines the fundamental theory of setting up a marketing communication strategy in a B2B start-up environment. The objective is to design a communication strategy for a start-up company from scratch, providing a detailed outline of the steps required and considerations to be included, based on the literature from the theoretical part. This thesis serves as a practical guide for the creation of a successful communication strategy in a B2B start-up - a topic which has not been covered sufficiently by academic literature to date. In order to design the promotional strategy, existing literature has been used to set up the theoretical groundwork, industry benchmarking and primary research has been conducted, and secondary research has been performed. As a result, recommendations have been formed, which will be implemented in practice. The implications of this thesis' output will therefore be that the suggestions can be evaluated in retrospect.
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Dyachkov, Konstantin. "The role of modern mobile and social media communications : Case of SMEs’ marketing activities." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-34843.
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Background: In today’s world mobile marketing and social media marketing are playing a significant role. The reason for this is a global digitalization that effects a lot of interactions between clients and organizations. In that situation small and medium-seized enterprises (SMEs) are challenged to exist and generate revenue. Huge corporations also observe the change in the business landscape, however it is much easier for them to adapt as they have way more resources and expertise concerning marketing in ‘digital era’. As the market becomes more competitive SMEs have to act wisely, but they do not always have necessary knowledge. Purpose: Consequently, the purpose of this thesis is to determine whether using SMM and mobile marketing brings value to the SMEs and have proven andmeasurable positive outcomes on sales of the company. Method: As the research explores the topic of SMM and mobile marketing in relationwith SMEs the decision was made that main source of data will be executives and marketing practitioners of the companies who use social media in their business activity. The research method will be exploratory, with induction as the primary research approach. Hence, semi-structured interviews were chosen as empirical data source. Finally, 12 interviews were held with companies from various business sectors from Russia and Sweden. Qualitative research gives an opportunity to investigate such a developing area find out certain business insights and vision from the companies that would be difficult to find out otherwise. Results & Contribution: First of all, the thesis has a theoretical contribution. The theoretical framework can give a deeper understanding of the subject for marketing practitioners and executives. As the theory moves forward on such a popular topic some of the instruments may have been left aside, whereas the conceptual framework can grab the attention and reveal the tools of SMM and mobile marketing that were not used by the companies. Furthermore, research has a comprehensive empirical analysis of the subject. The 12 semi-structured interviews covered all the areas that were previously examined in theoretical part. SMEs can use the practical part as a foundation to build their own marketing strategy. Such a strategy may be a complex platform for achieving results. Whereas, the participants share insights and vision on the subject.
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Padrão, Inês Maria Martinho. "Integrated marketing communications for guava." Master's thesis, 2018. http://hdl.handle.net/10362/38121.
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The following paper presents an Integrated Marketing Communications campaign for the
brand Guava, which was recently restructured to pursue an online approach. The main
purpose of the project is to increase Guava’s brand awareness and recognition worldwide.
Therefore, based on an analysis of the current marketing strategy of the brand and research of
the industry and how companies are approaching its online consumers, a campaign was
elaborated so as to build brand recognition and credibility.