...Social Media Marketing Abstract Keywords: social media marketing, advantages, electronic word-of-mouth (e-WOM), disadvantages. Introduction Marketing is a well-built methodological science and is continuously changing its rules to adapt to the new developments. Internet development and especially social media is one of the recent changes that happened to the market and it has a major impact on the communication between the firms and customers. Internet helps people to share, to create, to adjust content, and to get informed. It has certain characteristics (Peterson et al., 1997) such as: * Stores vast amounts of information at different virtual locations inexpensively * Distributes, searches, and organizes the information powerfully and inexpensively * Serves as a transaction medium * Low cost and easy entrance * Serves as a physical distribution medium for certain goods such as software. Social media is different from traditional media as it provides quality, regularity, usability, proximity, and eternity, which makes it efficient for the firms. According to a report from the Center of Marketing Research (CMR), more large companies are using social media to promote their brand online (Belicove, 2012). The introduction of social media to the market has changed the way businesses operate and advertise. The largest mediums have been pages such as Facebook, Pinterest, FourSquare, Youtube, and Twitter. In 2012, the yearly report showed that large companies...
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...Mutah University ------------------------------------------------- “Effects of viral marketing on fast food restaurants customers’ satisfaction” Done by: - Ala Momani. - Saif Obidat. - Ala'a Al-qadi. Supervisor: Dr. Malek Al-Majali Index Subject | Page | Chapter 1 | | 1.1 Introduction | 3 | 1.2 Study statement | 4 | 1.3 Study questions | 4 | 1.4 Objectives. | 4 | Chapter 2 | | 2.1 Literature study | 5 | 2.2 Previous studies | 6 | 2.2.1 Measure of viral marketing impact on purchasing decision. | 6 | 2.2.2 Determinants of Customer Satisfaction in Fast Food Industry. | 6 | 2.2.3 The Viral makes you aware -How is brand association affected by viral marketing through individual networks? | 7 | 2.3 Fast food restaurants firms’ effort in social media | 7 | 2.4 Dimensions of viral marketing affecting customers’ satisfaction. | 10 | 2.4.1 Promotion | 10 | 2.4.2 Brand Awareness | 10 | 2.4.3 The Brand Trust | 12 | 2.4.4 Brand Association | 14 | Chapter 3 | | 3.1 Conceptual Model and Hypotheses | 15 | references | 16 | Chapter 1 1.1 Introduction Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve there goals. viral marketing uses the instincts of humans to communicate share knowledge and socialize with each other , due to the wide spread of the...
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...Introduction International Public Relations Campaigns are increasingly used by states, non-government organisations and multinational companies to achieve specific objectives, purposes or goals, especially to improve the situations, to exploit the target markets or to solve problems of the organizations. Theoretically, a PR campaign has been defined as a “concerted effort of an organization to build socially responsible relationships by achieving research-based goals through the application of communication strategies and the measurement of outcomes” (Kendall 1996, p.3). This paper examines the value of the modern-day IPR practice through a case study from an overwhelmingly successful IPR campaign ‘Best Job in the World’ sponsored by Tourism Queensland, Australia. Firstly, the research methodology will be introduced. Secondly, an introduction of the campaign will be sketched. In the third section of the paper, the analysis of the campaign is structured in three subitems with theoretical references. In the following section, a post-hoc evaluation tries to examine the case through a logical model. Lastly, by drawing from the previous analysis and evaluation, the paper exposes the findings in the values of modern-day IPR campaign. Research Methodology When considering what research methodology is appropriate and shall be adopted in the course of analyzing and evaluating this IPR campaign, it is important to understand the patterns and attributes of the study case. In view of...
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...Welcome to the Google Online Marketing Challenge The Google Online Marketing Challenge is an exciting opportunity for students to experience and create online marketing campaigns using Google AdWords and Google+. Over 50,000 students and professors from almost 100 countries have participated in the past 5 years. With a $250 budget provided by Google, students develop and run an online advertising campaign for a business or non-profit organization over a three week period. The teams that develop and communicate the most successful campaigns win awesome prizes, including a trip to Google for the students and their professor. Students also have the opportunity to participate in the optional Google+ Social Media Marketing Award by maintaining a Google+ Page for their clients over a six week period. The Challenge is open to student teams of three to six members, regardless of their majors. All students must register under a verified professor/instructor at a higher education institution. Visit Discover GOMC to learn more about the Challenge and how to participate. Be sure to follow us on our Google+ page for the latest updates and announcements throughout the year Competition Process For more details on each of the steps, please refer to the sections on the left side of this page. Step 1: Register for the Challenge. Professors register for the Challenge and are verified by Google. Students form teams of 3-6 members and appoint a team campaign. The team captain then registers...
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...REFRESH PROJECT Case Study: The Pepsi Refresh Project Emily M. Kamischke Elon University 1 Author Note Emily M. Kamischke, Masters of Interactive Media, Elon University Correspondence concerning this article should be addressed to Emily Kamischke, ekamischke@elon.edu CASE STUDY: THE PEPSI REFRESH PROJECT 2 Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other corporate social responsibility (CSR) projects seeking to employ information and communications technology (ICT) competitions, crowdsourcing and social media narratives as a means for production of ideas or tasks. The Knight Foundation’s (2009) seven key components of ICT competitions will be used as a framework to review the project and from there analysis of the project will take place using industry information and reviews. Lastly, implication for other ICT competitions will be discussed. Overall, this study explores the Pepsi Refresh Project’s effect on sales and corporate loyalty of consumers for the PepsiCo brand through consumer corporate trust generation. CASE STUDY: THE PEPSI REFRESH PROJECT 3 Case Study: The Pepsi Refresh Project The purpose of this investigation is to complete a case study of the Pepsi Refresh Project and from it devise high impact practices for its application to other corporate social responsibility (CSR) projects. The Pepsi Refresh Project was started in February 2010 using...
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...CASE STUDY: THE PEPSI REFRESH PROJECT 2 Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other corporate social responsibility (CSR) projects seeking to employ information and communications technology (ICT) competitions, crowdsourcing and social media narratives as a means for production of ideas or tasks. The Knight Foundation’s (2009) seven key components of ICT competitions will be used as a framework to review the project and from there analysis of the project will take place using industry information and reviews. Lastly, implication for other ICT competitions will be discussed. Overall, this study explores the Pepsi Refresh Project’s effect on sales and corporate loyalty of consumers for the PepsiCo brand through consumer corporate trust generation. CASE STUDY: THE PEPSI REFRESH PROJECT 3 Case Study: The Pepsi Refresh Project The purpose of this investigation is to complete a case study of the Pepsi Refresh Project and from it devise high impact practices for its application to other corporate social responsibility (CSR) projects. The Pepsi Refresh Project was started in February 2010 using dollars annually used for Super Bowl advertising by PepsiCo and instead directed towards a grant-funding program to find solutions in betterment of communities (Pepsi, 2011a). The project utilized crowdsourcing for both submission and judging. The study will use The Knight...
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...Business Research Report E-Commerce: The future of ABC Corporation. A look into the features, advantages, and benefits of entering the online sales arena in today’s retail market. October 2012 Assessment Code: RWT1 Date: October 21, 2012 Table of Contents Cover page…………….……………………………………………………………….….1 Table of contents……………………………………………………………………….….2 Executive Summary…………………………………………………………………….…3 Introduction…………………………………………………………………………….….4 Advantages and Disadvantages…………………………………………………………………………….5-6 Potential for Impact...………………………………………………………………….....7-9 Requirements……....………………………………………………………………....…..9-10 Recommendation…………………………………………………………………………11 Conclusion………………………………………………………………………………..12 References……………………………………………………………………………..…13 Executive Summary ABC Corporation is a retail establishment that has attained a stronghold in the United States through brick and mortar stores. Desiring to increase revenue and broaden its customer base, ABC is currently entertaining the idea of entering the online sales arena. Allison Enright, (2012) Editor of Internetretailer.com, states that,” U.S. e-commerce sales accounted 5.1% of total retail spending, according to an estimate released last month by the U.S. Department of Commerce. It is the first time that e-commerce as a percentage of total retail spending has topped 5%.” These figures suggest ABC’s desire to...
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...Sersland Assignment 4: Internet Technology, Marketing, and Security December 1, 2013 Internet Technology, Marketing, and Security Introduction Social media is a good way for a business to market their products to current customers and also to gain the business of new customers. More and more consumers are using the internet and social media websites to make purchases. Some businesses don’t even advertise in the newspaper anymore or use circulars. It is cheaper for them to go to the internet and use social media websites and they also reach more people. This is definitely the future for businesses. With the success that Pepsi had, I can see more and more businesses doing this in the near future. Reasons social media marketing has become exceedingly popular among businesses More than 66% of small businesses plan to invest as much or more in digital marketing, such as websites, social media and online advertisements, as they did last year. These results were from the 2013 AT&T Small Business Technology Poll, with 1,000 businesses replying to this poll (Eddy, 2013). As we can see from this poll, there is definitely a strong interest from businesses in using this type of avenue for advertisement purposes. I think businesses see that through these social media websites, they can be successful. When you go to the Facebook website, you see advertisements for different businesses. There is also LinkedIn. They are a social media network that caters to people in professional...
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...Unit 11: Advertising and Direct Marketing Advertising: Advertising is any paid form of nonpersonal presentation and promotion of a product by an identified sponsor using the mass media that is intended to inform or persuade members of a particular audience. For many, advertising is the most familiar and visible element of the promotion mix. Because it can convey rich and dynamic images, advertising can establish and reinforce a distinctive brand identity. This helps marketers bond with customers and boost sales. Advertising is useful in communicating factual information about the product or reminding consumers to buy their favorite brand. Advertising sometimes suffers from a credibility problem because cynical consumers tune out messages they think are biased or are intended to sell them something they don’t need. Advertising can be expensive; therefore, firms need to take great care to ensure their messages are effective. Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing products using the same promotional messages to large audiences. Types of Advertising: Product Advertising Product advertising is an advertising message that focuses on a specific product. This is the type of advertising the average person usually thinks of when talking about most promotional activities. Institutional Advertising Institutional advertising is an advertising message that promotes the activities, personality, or...
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...net/gallery/2855131/TOMS-Shoes-Media-Plan-Campaign On April 10th thousands of people around the world ditched their footwear for TOMS Shoes annual “One Day Without Shoes;” a campaign aimed at showing the impact a pair of shoes can have on a child’s life. It is heavily rooted in social media – supporters share experiences by Tweeting the #withoutshoes hashtag. AOL, a Simply Measured customer, partnered with TOMS to build online momentum leading up to 4/10. For us data geeks, AOL’s use of social media analytics was particularly interesting – both as a rally call for consumers and a as way to message results internally and externally. Looking at the data from these efforts serves as great case study for measuring and communicating social media analytics. Using Social Media Metrics as a Rally Call AOL created excitement around a social media metric – reach – asking consumers to help distribute the #withoutshoes messages to over 1,000,000 people before April 10th. By reporting reach each day of the campaign, AOL set a collective goal and communicated the impact to participants. At Simply Measured, we tend to think about social media programs like a megaphone. You put content in and when things work well, your messages get amplified. In this instance, AOL aligned their campaign goals around this amplification in a way that compelled consumers. This same type of approach could also be used to align internal stakeholders with your programs and campaigns. AOL’s Impact on #WithoutShoes We...
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...Social Marketing Campaigns and Children’s Media Use Social Marketing Campaigns and Children’s Media Use W. Douglas Evans Summary Media-related commercial marketing aimed at promoting the purchase of products and services by children, and by adults for children, is ubiquitous and has been associated with negative health consequences such as poor nutrition and physical inactivity. But, as Douglas Evans points out, not all marketing in the electronic media is confined to the sale of products. Increasingly savvy social marketers have begun to make extensive use of the same techniques and strategies used by commercial marketers to promote healthful behaviors and to counter some of the negative effects of conventional media marketing to children and adolescents. Evans points out that social marketing campaigns have been effective in helping to prevent and control tobacco use, increase physical activity, improve nutrition, and promote condom use, as well as other positive health behaviors. He reviews the evidence from a number of major recent campaigns and programming in the United States and overseas and describes the evaluation and research methods used to determine their effectiveness. He begins his review of the field of social marketing by describing how it uses many of the strategies practiced so successfully in commercial marketing. He notes the recent development of public health brands and the use of branding as a health promotion strategy. He then goes on ...
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...“Integrated marketing: advertising and politics” Massey University Masters of Business Administration Marketing Unit Presented July 2013 Mike Richards Student ID 13154066 CONTENTS CONTENTS ................................................................................................................................ 2 1. OVERVIEW ........................................................................................................................ 3 2. SUMMARY OF RESEARCH FINDINGS AND THE APPLICATION OF ADVERTISING THEORY TO POLITICS .............................................................................................................................. 5 A. B. C. D. E. 3. 4. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (Shrimp & Andrews) 2013 .............................................................. 5 Advertising Theory (edited by Shelly Rodgers & Esther Thorson) 2012 .................. 6 Advertising and Society – Controversies and Consequences (edited by Carol J. Pardun) 2009............................................................................................................... 7 Advertising and the Market Orientation of Political Parties Contesting the 1999 and 2002 New Zealand Election Campaigns. ..................................................................... 7 Political Campaign Communication Principles & Practises (Trent and Friedenberg 2008) ..................................................................
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...Marketing is considered to be one of the most important aspects of a successful business practice and its importance is further increasing caused by competition becoming more intense in all industries globally. However, it has to be noted that “marketing is not the same as marketing research or planning. Neither it is the same thing as selling, nor it is a synonym for the marketing concept. Marketing as it is conceived by business authorities today is a broad function of business composed of many elements” (Kumar, 2001, p.1). Therefore, all elements of marketing need to be perfected in order for the company to be successful in a long-term perspective. This article represents a critical analysis of marketing communications materials used by Coca-Cola Company a global beverage manufacturer and retailer based in Georgia, United States. The Coca-Cola Company comprises many brands and products, and this paper focuses on marketing communication materials associated with one of its core products, the Coca-Cola drink. The article starts with description and analysis of various types of media employed in order to promote the Coca-Cola, followed by the identification of objectives of Coca-Cola campaign. Then, extensive analysis of images and words used in Coca-Cola campaign is undertaking in order to ensure a greater scope for the current research. Moreover, attempts are made to analyse the appeal of Coca-Cola marketing messages, as well as, assessments are provided at what extent Coca-Cola...
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...conducted by media on the damages cause by natural disasters are more often than not exaggerated in order capture the attention of the viewers which in turn creates a negative impact on tourism ________because it deters them from visiting the area causing hige loss to the Queensland economy . In order to reduce the impact on the negativity caused by the media on the damages, it’s important to have ------------------respond_____________. disasters which can deter tourism from visiting the region by creating a negative perception in their mind that it’s not the right time and safe place to visit at the moment. The negative reporting of the damages caused by the cyclones have caused a potential loss to Queensland’s economics for tourism is one of the four pillars. Affected the tourism industry. Important that Tourism Queensland efficiently uses the money it has to gain maximum return as over ‘$590 million’ had been lost already. Important to plan and come up with a strategy that would achieve great benefits for the industry. The most commonly used tactics to bring back Slogan and images that shows the___________of Queensland that helps. According to the case study there have been an influx of a new target market, the Chinese people. Great opportunity to create campaigns to attract their attention. Include Chinese language in their ads in order to make them feel special. Chinese people are big spenders. In order to reduce the negative images created by the media, it is important...
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...5 Selling the Ward Socks Online 5 Impact of online sales to the company 6 The requirements for a successful online marketing campaign 6 Recommendations………………………………..…………………………………………………………………………………………………7 Conclusion…………………………………………………………………………………………………………………………………………….…8 References 9 Executive Summary Sherry Ward appointed to research the possibility of adding online sales to the Ward Sock Company. The purpose of this report is to determine if moving to an online sales department will increase our customer base and ultimately increase our sales. This report will review the advantages and disadvantages of adding online sales to the company, how online sales will influence our company and lastly how best to implement the recommendations. Ward Sock Company methodical and calculated work ethic has proved to be key to the company’s long-term success therefore thorough research and analysis is imperative to the success of the online sales project. The research shows that there are many advantages to progressing to an online sales division, by going out on the world wide web the store will be open 24/7 not only will this our existing customers additional access for easy repeat purchases it has the potential of adding new customers. The company will need to be careful with online transactions making security a top priority. Offering reviews and posting feedback will aid potential customers in purchase decisions. The impact of online sales will give Ward Sock Company...
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