...Advertising can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people (Kotler, Cunningham, & Keller, 2008). Successful advertisements build an appetite in consumers through viewing, listening, and reading. Advertising also gives the consumer the necessary instructions to fulfill those needs that were created. Since there are so many goods and services available, organizations must use convincing approaches in their advertisements to increase the chances that ad budgets will have a positive return. There should be a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time which is called an advertising objective or goal (Kotler et al., 2008). This paper is written to compare and contrast a product offered by Marriott International Incorporated through the advertising platforms of traditional, tradigital, or digital. It will also recommend the advertising type that is most effective and offer an investigation into the return on investment (ROI). Advertising media platforms can be categorized into three different types: traditional, tradigital, and digital. Traditional advertising is what most people think of when talking about advertising or marketing and includes the “usual” venues for media placement, such as newspaper, radio, broadcast television, cable television, or outdoor billboards (“Types of Advertising,” n.d.). Traditional advertising medias are...
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...The Value of Digital Privacy in the IT Age The Value of Digital Privacy in the IT Age Digital Privacy in the IT age is almost extinct. The World Wide Web houses information about anything and everyone. People use the digital technology everyday with the impression that what they are doing is protected from others, unless they chose. While few consumers are fully aware of how their data is being used and even fewer are capable of actively managing it, most individuals expect their digital identity to be treated responsibly and openly: 79%, for example, said companies should be more transparent about use of personal data. There are systems and technologies that people use to gain access to a person’s information. The information obtained can be an advantage or disadvantage. The government has implemented laws for years to try to establish some controls There are many technologies that will allow an individual to research citizens, but the three that will be discussed are Facebook, Intellus, and Google. Facebook is a web based social app use to contact friends. A person can either download for free or buy “apps” for a small amount of money. Apps are games, quizzes and sharing services. These “apps” are consists a host of personal information which includes emails, current locations, sexual preferences of “app” users and their friends. Intelius allows people to access personal records by name, social security number or phone number. People use this system to find family or do...
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...Tourism intermediaries have been forced to readdress their revenue and cost bases as well as to re-evaluate all partnerships and value chains. ICT tools reinvent the packaging of tourism to a much more individual-focused activity, offering great opportunities for both suppliers and intermediaries, and enhancing the total quality of the final product. In the future, eTourism will be focused on consumer-centric technologies that will support organizations in interacting with their customers dynamically (Wand and Pizam 2011). Consumers now have access to a vast pool of high quality, topical, unbiased information, generated not by commercial interests but by other consumers, to help them in their decision making processes via the Web. This is done through social media as well as blogging websites. eTourism platforms are the basic technology of a computer system’s hardware for Web-based applications which are used to display the application of ICTs in the tourism sector (Almejalli n.d.). The main modern eTourism intermediaries or platforms include the Internet, mobile commerce and interactive digital television. The Internet The Internet is a public computer network that spans the entire globe (Jafari 2000). The...
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...Motorola Communication and they leveraged their experience with the two-way radio used by the military to introduce its commercial line of vehicular FM two-way radio system and equipment in 1941. In 1947, Galvin officially changes their name to Motorola, Inc. Detrola, a supplier to Ford Motor Company was acquired in 1947 and Motorola entered into the market of selling televisions with their product the Golden View VT71, which sold more than 100,000 televisions in the first year. In 1954 Paul Galvin reorganized the company into product line divisions as a result of the company expanding beyond its existing structure. Motorola acquired General Instrument Corporation which allowed them to further advance into the digital market as GIC was the company that developed all digital high –definition televisions technical standard (Michael A. Hitt, 2011). Motorola partnered with Cisco Systems in 2000 to expand into the UK and in 2004 the RAZR was introduced with a huge success and it sold over 750,000 units in the first 90 days. Motorola reorganized again 2007...
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...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, a brick-and-mortar store, an opportunity to compete in the digital economy. Since Ward Sock Company is a solid company, the avenue of online sales will gain the company more credibility and an important...
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... Fall 2012 Instructor: Dr. Seta Whitby Table of Contents I. Introduction II. Body III. Advantages/Disadvantages of Electronic Cash & Smart cards and paper based currency IV. Conclusion V. References Introduction This research paper will closely investigate the relative importance between electronic and paper-based payments across the world. Although electronic payments are becoming more popular and easy to use, numerous surveys for payment instruments have shown the pace of change from an established payment method to a new payment method to be considerably slower than industry predictions. The movement to electronic payments and smart cards has been slow and has focused primarily on credit cards at the point of sale because bank emphasis is on expanding loan revenue and a historical reliance on checks which provide users with short-term credit. As technology continues to evolve the use of paper currency is becoming more obsolete. Although the modernization of digital money is changing into forms that don’t directly connect our electronic payments to our private information, such as smart cards, the transition into “cybercash” is still in the premature stages of development. This paper will highlight the advantages as well as the disadvantages of conducting business in a virtual world with peace of mind. The emerging role of smart cards lies the potential to provide a...
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...The article Cheapest E-Books Upend the Charts by Jeffrey A.Trachtenber illustrates that as digital sales’ sharp rising, the cheap and self-published digital e-books have been more attractive to the budget-minded readers which results in the distress and price pressure of the large publishers. This article is relevant to the Direct Marketing and Direct Selling in Chapter 14 and Marketing Distribution. The wise digital e-book sellers use On-line Retailing take internet’s advantage in order to “beat” the traditional large publishers in the two variables of marketing distribution----Price and Promotion. “On-line Retailing makes products available to buyers through computer connections…With advances in computer technology continuing and consumers ever more pressed for time, online retailing will continue to escalate” which may be the most reluctant fact for large publishers to face. (Ferrell 354) Furthermore, as we entered the “marketing era, one of marketing orientation”, marketing method has been more of sellers’ concern. (Ferrell 11) Just as what Mr. Locke who has 20,000 followers in the Twitter and use blog to do the promotion says in the article, “it’s all about marketing”. They use blog to do the promotion increase public awareness and price variable to be more competitive. However, thought the article didn’t mention, there’re also disadvantages of on-line retailing, which the e-book sellers should take concern. “In a recent survey conducted by the Business Software Alliance...
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...| 2015 | | SAP Nederland B.V. Geurtvb | New media (digital) experiential marketing | Inhoud Introduction 3 1 The company 3 2 The subject 3 3 Types of experiential marketing 5 3.1 A brand event 5 3.2 A sponsored festival 5 3.3 interactive advertising 6 3.3.1 An offline example 6 3.3.2An online example 6 4 Advantages and disadvantages 7 4.1 The advantages of experiential marketing 7 4.2 The disadvantages of experiential marketing 7 5 Characteristics of the user 7 Biography 8 6 The Commercial user 9 7 The costs of experiential marketing 9 Conclusion 9 Introduction This report will focus on the possibilities for SAP Nederland to implement a new media tool for their UA program. It is necessary for the UA program to optimize its marketing strategy with new media to be prepared for the future. This research is about (digital) experiential marketing. The goal of this report is to provide the management of SAP Nederland with an advice to improve their marketing strategy with new media. F.Y.I The underscored parts in this paper are coming from literature study and external sources. 1 The company Systeme, Anwendungen und Produkte, in short SAP, is originally a company from Germany. SAP was founded in 1972 in Walldorf, the company has still got its head office in Waldorff Germany, with different offices in more than 130 countries. SAP is a world leader on the market of business software and other related services. Nowadays, SAP has...
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...Index Contents Introduction 2 Types of shops 2 History 2 Example of Ecommerce 2 Processes 3 Advantages 3 Disadvantages 3 Effects 4 Legal and ethical implications 4 Social implications 5 Economic considerations 5 Solutions 5 Conclusion 5 Bibliography 6 Internet as a threat to the high street Introduction Ever since its creation, the internet has developed drastically. One of its focal areas is internet shopping, which is vastly becoming more popular during the last few years, which led to the factor of increasing consumerism to a point almost beyond recognition. For those who have access to the internet, they are granted the privilege of a vast choice of not only physical but also digital products which have always been subject to availability in the high street. Types of shops Nowadays retail establishments can be fragmented into three classifications. Those constructed solely in physical retail shops, those assembled around the concept of both physical shops and online shopping, and also Ecommerce which is exclusively online shopping. History Before anyone was able to obtaining goods online there were only limited ways where people were able to purchase products. One of the methods was to go to the high street and inside the stores. Alternatively products were acquired by teleshopping, where you would call a number, usually advertised on TV, and give your credit card details. Nonetheless giving credit card details over the phone is very unsecure...
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...Stakeholder Executive Summary Online marketing is growing at an astounding rate. The primary purpose of digital marketing is to: ✓ Drive top line revenue ✓ Accelerate time to competitive advantage ✓ Gain access to new consumers ✓ Increase market share Gourmet grocers such as, Kudlers Fine Foods looking to grow revenue, and introduce a new healthy snack food line, a well executed Internet marketing strategy is imperative. Likewise, clear objectives are critical for the formation of effective planning and tactics. Remember the SMART mnemonic: Specific; Measurable; Achievable; Realistic; Time-constrained” (Aarhus University, 2009). However, prior to delving into Internet-based research marketers must analyze certain factors as well as weigh the challenges, advantages, and disadvantages associated. [pic] Table 1. Online Marketing Process Primary and Secondary Data Collection Methods Primary and secondary data collections methods will enable Kudlers Fine Foods to turn e-marketing research into valuable business knowledge. Moreover, Internet-based data collection methods consist of: ✓ Online Experiments ✓ Online Focus Groups ✓ Online Observation ✓ Online In-Depth Interviews ✓ Online Survey Research ✓ Web Surveys ✓ Online Panels (Strauss & Frost, 2009) The following explains the data collection method and their usefulness to the company. First, online experiments enable...
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...Internet marketing about the digital marketing and what is e-commerce and e-business. Then, evaluate the marketing mix which is the 7P’s of the internet marketing. This assignment also want us to compare and explain about the marketing tools that being use by the website to promote the web page. This task examine interactive order processing. This task is based on the concept online shopping, Love.com.my. One of the favourable websites which offer a lot of advantages to their customer in order to place an order for any product especially flower and gifts. Task 1.1 Digital marketing is a broad term that refers to various and different promotional techniques deployed to reach customers via digital technologies. Digital marketing is also embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio. Digital marketing is known as Internet marketing, but their actual processes different. (Digital Marketing) Internet marketing means different things to different people. It is refers to the strategies that are used to market a product or service online, marketing strategies that include search engine optimization and search engine submission, copywriting that encourages site visitors to take action, web site design strategies, online promotions, and email marketing and that is just hitting the highlights. As for the digital marketing is considered more...
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...Assignment #4 Internet Technology, Marketing and Security Professor Demetrius Carolina, Sr. Bus 508-Contemporary Business March 2, 2013 An online presence is vital for today’s businesses the use of internet and social networking in the workplace has grown substantially over the last few decades. Because of this, individuals are now using the internet in various ways. Technologies such as social networking sites, blog sites and other innovations give individuals a chance to interact with one another. With that being said, having a social media marketing strategy is vital for a business to determine how you’ll communicate utilizing the internet. The purpose of this assignment is to determine the impact of social media and social media marketing on businesses today. Evaluate the reasons Social Media Marketing has become exceedingly popular among businesses of all sizes. Social media marketing is a new advertising strategy that businesses can use to appeal to a much wider and far more relevant market audience. This concept began as one that would promote social interaction but has now extended into the business sphere as social media marketing. When the social media craze first began, it was viewed primarily as a way for people to have fun online by communicating with one another about a diverse variety of topics. It didn’t take long for companies to realize the opportunities available for using social media for business. The participation in social media...
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...their products. The “space” (digital) and “place” (physical) presence of an organization will ultimately determine the success it will have. Much of this evaluation on how an organization chooses to select which presence is the best medium for their identity and products depends on different factors of consumer preferences. A physical positioning for organizations that choose to use a place presence is very important for a strategic reach of the target market. However, in a digital market there are numerous advantages for customers over a physical presence. Today, practically anyone with internet access can buy basically any product online and have it delivered to a specific location or pick it up at the organization’s actual physical location. This paper will discuss the marketing implications for reaching target market segments in each medium as well as the advantages and disadvantages of strictly using only a digital or physical presence. Honestly, an organization that uses both a space and place presence in their marketing campaign will usually have the most success. “The internet today gives consumers the opportunity to shop anywhere at any time whenever they choose” (Rafaeli & Vilnai-Yavetz, p. 162). This is a powerful advantage in the digital age that all businesses and sales people use. Practically every organization that has a physical presence also has a digital presence as well because almost everyone uses the internet in the digital age. This fact will be relevant...
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...the next level. It all started in the 90’s looking for a less expensive way to make phone calls across the world. Both residential and commercial customers have been looking for a cheaper way to make local and international calls. This new revolution is called Voice over Internet Protocol (VoIP). If I had to put this in plain terms, this technology allows voice traffic to be transmitted over the Internet. VoIP is a new application of Internet Protocols (IP) that enables the conversion of voice communications into data packets and then these packets are transmitted via an IP network such as the Internet. “VoIP services convert your voice into a digital signal that travels over the Internet”. (fcc.gov) Similar to using your analog phone system and going through a Public Switched Telephone Network (PSTN), now you will be using a digital phone and going through the Internet. All you need to get the ball rolling and to be part of this new trend is a decent Internet connection at home and you could say goodbye to that plain old analog telephone line forever. Most cable companies are offering service bundles that include cable television, Internet access and telephone services. These companies are transitioning from the telephone analog system to the VoIP systems. A lot of costumers are switching over to VoIP for the simple reason of saving money. VoIP services usually offer better rates for local and international calls compare to the traditional telephone company rates. VoIP is...
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...and the last sometimes has its perks but being last can also have its failures as well. In this report, we will analysis the advantages and disadvantages of both the first and late mover theory along with the pros and cons of the advantages and disadvantages. After the advantages and disadvantages are provided, an example of real firms who have been successful and those who have failed using each theory. Finally, a definitive and unbiased recommendation of which theory to use will be provided as well as specific attributes which constitute the most advantageous context in which the chosen theory operates. Introduction Companies today are very competitive when it comes to development of new products and putting them out in the limelight for consumer purchase. The number one question that should be asked before a company puts a product out in the market would be is following the first-mover theory an effective way to build new business or would creating a new version of the products with the later-mover theory be a better way to build a new business? First let’s define these specific theories. The first-mover theory is a competitive advantage that a company may achieve by being the first to enter a specific market or developing a new product or service prior to rival companies (David, 2013). Being the first means that the company has the advantage to acquire superior brand recognition and customer loyalty. The company a much more time to make the product or service perfect...
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