Advertising Marketing Research Articles

An Evaluation of the Cost and Benefits of Applied Cosmetics Industry Marketing Best Practices: A Case Study of the Kenyan Market

The purpose of this study is to develop an evaluation of the cost and benefits of applied cosmetics industry marketing best practices in Kenya. The research adopted a descriptive research design. Primary data was collected from respondents in Nairobi, Kiambu, and Nakuru counties in Kenya. Purposive technique was used to identify the counties while stratified sampling technique was used to identify the respondents in the counties. Data collection was done using structured questionnaires. Collected data was later coded, cleaned, analysed, and interpreted. The study found out that mass media advertisement marketing strategy is the most commonly used marketing strategy in Kenya. It is the least costly marketing strategy and offers the most marketing benefits. Further research is required to evaluate the interrelationship of the commonly used marketing strategies in the cosmetic industry. The practical implications of the study are that cosmetic businesses need to understand their businesses and identify which marketing strategies work for them. The value of this original research is to help organizations identify the marketing strategies that are commonly available and their different cost implications and benefits. Key words - Cosmetics, Marketing strategies, Marketing strategy benefits, best practices, Kenyan market DOI : 10.7176/JMCR/53-06

The Dubious Antitrust Argument for Breaking Up the Internet Giants

Recent calls for using the antitrust laws to break up the large Internet giants are misplaced for a number of reasons. First, similar efforts against oil, tobacco, motion-picture, and telecommunications monopolies have not proved to be beneficial to economic welfare. Second, the failure to break up Microsoft using Section 2 has not proved to be a mistake: competition in operating systems and Internet browsers has flourished recently. Finally, a Section 2 case against Amazon, Facebook, or Google could not succeed if it focused on the digital advertising market. Even in a case based on market power on the other side of their platforms, a structural remedy—a break-up—would not improve economic welfare in the long run.

How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers

ABSTRACT When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company9s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Facebook—A Boon or Bane towards Social Media Marketing

Purpose: Facebook dominates the global market due to its creativity and adaptability. Facebook adapted itself to become one of the most creative and innovative organizations and gained massive success in emerging markets such as India. Social media marketing offers varies new opportunities for companies to promote their brands, products, and services through Social networking sites. The main purpose of this paper is to develop an understanding and analysis the social media marketing on Facebook. Methodology: This study was conducted by using empirical research and data collected by using convenience method. 100 respondents were approached for this study. This study is made based on the opinion given by the respondents only. Findings: Social media is a platform of advertisement and most of the marketing advertising are posted on Facebook. 76 percent of the respondents came to know about social media marketing through friends. 61 percent of the respondents said that cost is the more effective marketing method in Social Media Marketing Method. 50 percent of the respondents sometimes were shopping online by promotional activities of social media sites. Originality/Values: This paper explores the difference between social media marketing and traditional media using consumer perspectives.

Advertising Agency Selection, Customer Retention and Satisfaction Factors: An Exploratory Research in the Greek Advertising Market

Customer retention and long-term relationships can result on multiple benefits for an agency. On the other hand, relationship termination can be very costly for clients and agencies. Advertisers' decision regarding the selection of an advertising agency is influenced by a number of factors. For these reasons, a primary research was conducted in order to investigate from the side of the advertisers, the selection and retention criteria, as well as the importance of specific attributes for the satisfaction from an advertising agency and its evaluation. Among others the findings of the primary research indicate that creativity; quality of service; price and professional and technical skills are the most important factors for agency selection, satisfaction with the level of service; quality of client care; professional and technical skills and creativity are the most important factors for agency retention.

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud. These topics are not unique to digital advertising, but each manifests in new ways in markets for digital ads. We identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.

Capital Market Returns to New Product Development Success: Informational Effects on Product Market Advertising

The authors aim to answer the following question: If the capital market reacts with abnormal stock returns to new product development success events, do these returns influence subsequent marketing decisions? Drawing on informational market feedback and managerial learning theories, the authors posit that when firms are uncertain about how responsive the product market will be to their marketing activities, signals received from the capital market help them update their beliefs about the product market’s responsiveness. In the pharmaceutical context, the authors decompose the abnormal returns at a new drug approval event into components that the firm can and cannot predict (i.e., predicted and unpredicted abnormal returns) and find that the postapproval advertising budget is larger when unpredicted abnormal approval returns are higher. Furthermore, this tendency is more pronounced for spending on detailing than for direct-to-consumer advertising. Consistent with these higher budgets, the authors find that postlaunch advertising is more effective when unpredicted abnormal approval returns are higher, particularly for detailing spending (vs. direct-to-consumer advertising). Overall, this study suggests that information flows from the capital market’s initial perceptions at new product introduction play an important role in subsequent marketing decisions in the product market.

Consumer’s Purchase Intention towards Luxury Retailer’s Social Media Advertisements —A Case Study of a Shoe Retail—UAE-Dubai Mall

Digital marketing is considered the preferred method comparing to traditional marketing nowadays [1], but is it true for luxury and expensive products? Since the perception prevails that the concepts “luxury” and “digital” are quite incompatible [2], this paper aims to explore the effectiveness of digital marketing advertisements of luxury retailers, while also exploring consumer’s purchasing intent based on the viewing of such promotions. The overall goal is to provide a model of luxury purchase behaviour through harnessing social media. As a constructionist ontology-based researcher, I believe in multiple versions of reality which can evolve based on my target consumer experiences [3]. My epistemological stance is interpretivism with a subjective approach, inductively interacting with consumers to better understand what this “truth” means to them, incorporating textual material to support the analytical interpretations [4]. It is hoped this paper will inform fashion brands marketers about social media practice to achieve creation of purchase intention and ultimately achieve target sales. The paper is useful to both practitioners and academics in the fields of social media marketing and purchase intention. The research provides some initial insights into consumer perspectives of social media ads and online purchase behaviour.

THE ROLE OF SOME MASS MEDIA IN DEVELOPING AWARENESS OF GREEN MARKETING FOR EGYPTIAN AUDIENCE AN ANALYTICAL AND FIELD STUDY

The current study drives at monitoring the impact of green marketing advertisements on audience’s awareness of the positive effects of using the environment friend products. The researchers use the descriptive method and these tools as study tools: interview, a questionnaire form employed for the field study, and a content analysis form serving the analytical stud). Sample: the study sample is recruited on purpose from Egyptian audience in: (Cairo, Giza, and Qalubyia governorates) who watch television advertisements and use the internet. It consists of (400) items, aged at 19 yrs. old or above. The study analytical sample is embodied in green marketing advertisements: a total survey of the exposed advs. In different mass media during Ramadan month is administered for three years starting from 2016 to 2018. The study objective is to monitor the impact of green marketing advertisements on audience’s awareness of green products and giving easy access information about this issue. The results have been reported: v There are no statistically significant differences between the two study groups (males-females) regarding the audience’s awareness of environmental topics mentioned in green marketing. v There are significant differences between different education levels regarding the audience’s awareness of environmental topics mentioned in green marketing, in favor of the higher education level individuals. v Motional effects in the advs. comes in the first rank, followed by “sound”, then “abundance in environmental information presented in the advs.” In the third rank, followed by “designing the advs.” And finally the “emergence of famous persons”. v The most important mass media means viewed by a large number of people is television followed by the facebook on websites. v The study sample counts on television because of the abundance of environmental information it presents concerning the green products. v The study is summed up of some recommendations as follows: v The necessity for increasing companies’ concern in green products marketing or environmentally friendly forms of advertising that attract viewers such as advertising, singing , acting and develop to increase the persuasion of viewers and urges them to change their behavior towards them.

The Analysis of Bekasi Industrial Tourism's Brand Awareness

As the part of tourism development of Bekasi, Tourism Office of Bekasi Regency has a target to bring 2 million tourists to Bekasi in 2018. Bekasi Regency itself is the largest industrial park in Southeast Asia with the estimated 4000 industries. Seeing this potential, Tourism Office of Bekasi Regency and Jababeka form a concept called Bekasi Industrial Tourism. This study aimed to analyze the most effective promotion strategies in creating the brand awareness of Bekasi Industrial Tourism. This research used a quantitative research method to evaluate the independent variables (Advertising, Personal Selling and Social Media Marketing) towards dependent variable (Brand Awareness). Non-probability sampling with purposive sampling was used in this study. Questionnaires consisting of 21 questions with the Likert scale as a tool to measure the level of agreement was distributed to 125 respondents. Data analysis used in this research were validity, reliability, classical assumption and multiple regression. The result affirmed that advertising, personal selling, and social media marketing have a partial significant influence on brand awareness. Social media marketing has the highest influence on brand awareness followed by personal selling and advertising. This study also showed that all independent variables (advertising, personal selling, and social media marketing) have simultaneous significant influence towards brand awareness with 75% of adjusted R2.

The moderating role of social themes in cause-related marketing advertisements

Cause-related Marketing (CrM) has become a necessity for organizations as a strategy not only to improve sales but also to give back to the society. Past studies have proven that CrM advertisements play an important role in driving the intentions of the consumers. This study analyses different CrM advertisements that are based on different social themes to analyze significant differences in variables like consumer attitude towards the cause, attitude towards the brand, cause brand fit and the purchase intention between different advertisements. Data was collected from 544 Indian consumers through an online survey. ANOVA analysis was used to test differences between mean responses, and PLS-SEM was used to test the relationships. Attitude towards CrM advertisement was found to exert significant influence on the purchase intention of consumers. Results indicate significant differences in the attitudes and intentions among people, which show that companies must be careful in choosing appropriate CrM advertisements to generate maximum revenue.

The use of interactive advertisement for the purposes of social marketing

The introduction of social marketing as a science began in 1970, when Philip Kotler and Gerald Zaltman introduced the idea that marketing principles used to market ordinary consumer products could be used to market ideas, attitudes and behavior. Problem statement: In light of the importance of social marketing, and in light of the scarcity of interest in studies on the factors affecting the effectiveness of social marketing, this study seeks to identify the factors affecting the effectiveness of social marketing through interactive advertising. The problem of research is to answer the following questions: to what extent can social marketing through interactive advertising contribute to the relationship between the recipient and the social marketing advert or advertising service and enhance his mental image? How can the good design of social marketing ads contribute to the interaction and attractiveness of the recipient? To what extent does modern technology affect interactive advertising in the development of the idea of advertising and especially influential ideas in society? Research objective: The research aims to benefit from different technology in interactive advertising in social marketing and from the development of advertising idea in achieving the desired effect on the recipient. Recognize the standards and strategies of the interactive advertising and its impact on social marketing campaigns. Research method: The descriptive approach followed by the analytical approach, followed by the experimental approach to verify the validity of research hypotheses. Results: Interactive advertising has the ability to deliver social marketing messages more effectively and effectively. The evolution of information technology in the field of interactive advertising has led to the development of new technologies to deliver the advertising message to social marketing areas. The use of interactive advertising in the areas of social marketing in different techniques contributes to the success of social marketing campaigns significantly. The interactive advertising in the fields of social marketing achieve the element of gravity through formal criteria such as concept and form, and achieve the basics of design and dazzling media. The tremendous technological development has worked on the diversity of raw materials and technologies that can be used and integrated with interactive advertising to the extent that it is difficult to limit it with the pursuit of new methods and materials. Interactive three methods: human interaction with human - human interaction with the message - human interaction with the machine. Increased community need for some new ideas that contribute to changing negative habits under technological development. Interactive advertising is a persuasive force in urging the recipient to interact with it more than other means of advertising. Combining the features of interactive advertising and social marketing areas achieve the highest level of psychological impact of the message and the positive impact on the recipient.

Deficyty obowiązującej w prawie polskim regulacji w zakresie reklamy i innych technik marketingowych dotyczących produktów relewantnych dla ochrony karmienia piersią, ze szczególnym uwzględnieniem preparatów do początkowego żywienia niemowląt. Zarys problematyki

THE REGULATORY DEFICIENCIES OF POLISH REGULATION CONCERNING ADVERTISEMENT AND OTHER MARKETING TECHNIQUES RELATING TO PRODUCTS RELEVANT TO PROTECTION OF BREASTFEEDING, WITH SPECIAL REGARD TO THE INFANT FORMULAE. AN OUTLINE OF THE ISSUESThe aim of this article is to draw attention to the regulatory deficiencies of Polish regulation concerning advertisement and other marketing techniques related to products relevant to protection of breastfeeding, with special regard to infant formulas, and the evaluation of its effectiveness for breastfeeding protection. This regulation is non-transparent, heterogeneous and to a great extent unclear. It is also ineffective and insufficient for the protection of breastfeeding. It is much less rigorous than the standard established by the International Code of Marketing of Breast-Milk Substitutes i.e. WHO Code. The main conclusion is that irrespective of the need for improvement of the promotion of breastfeeding, including lactation education of medical staff and parents, legislative changes are necessary in the field of the marketing of food intended for infants and young children, feeding bottles and teats. The best solution would be the full implementation of the WHO Code including subsequent WHA resolutions.

양면시장 환경에서의 뉴노멀(New Normal) 포털 규제와 국내 인터넷 광고시장 변화 방향 연구

양면시장 환경에서의 뉴노멀(New Normal) 포털 규제와 국내 인터넷 광고시장 변화 방향 연구

НАТИВНА РЕКЛАМА – НОВИЙ ІНСТРУМЕНТ ВЛУЧНОГО ОХОПЛЕННЯ ЦІЛЬОВОЇ АУДИТОРІЇ

The article is devoted to the research of the problem of increasing the efficiency of marketing communication tools in the conditions of fierce competition and neglecting of the majority of advertising appeals by the consumer. The research of the market of advertising services of Ukraine was conducted. It is proved that in the market there is a shift of emphasis from traditional marketing technologies to new creative tools. These tools include: contextual advertising, targeted advertising, e-mailing. It is substantiated that in the world of modern advertising the necessary condition for the successful business activity is the use of a wide range of marketing communications. And it's a must-have condition - this advertisement must be effective. One such effective marketing tool is native advertising. The concept of native advertising is formed - "natural" advertising, which takes on the form and characteristics of the platform on which it is located. Native ads can be in the form of articles, tests, blogs, photos, videos, and audio. That is to have all the characteristics of content - advertising. In general terms, native advertising is a set of measures for the creation and distribution of information in social networks. Moreover, this information is clearly aimed at the individual consumer.The use of native advertising in Internet marketing as one of the most versatile and effective tools of modern advertising is substantiated. The disadvantages and advantages of native advertising, examples of its successful and unsuccessful use, the types and technologies on which native advertising on the Internet is created and implemented, the possibilities and the purposes of application are considered. The basic characteristics of native advertising are defined, namely its distinctive attributes in front of other types of Internet marketing.On the basis of the analysis, the specificity and high efficiency of the use of native advertising is determined, due to a clear hit in the target audience. The promise of application of non-standard means of marketing communications in the market of advertising services of Ukraine is proven.

The effect of retail competition on relationship-specific investments: evidence from new car advertising

Longstanding state regulations restrict car manufacturers from terminating relationships with dealers, creating differences in retail competition across brands and markets. I use this variation to identify the causal effect of dealer competition on dealer and manufacturer local market advertising. I find that greater intra-brand dealer competition is associated with lower dealer advertising. US brand manufacturers decrease advertising with an additional same-brand dealer, but there is zero average effect for non-US brand manufacturers. The results are evidence that manufacturers can encourage retail relationship-specific investments by providing downstream market power. I discuss theories of oligopoly and vertical relationships that may explain the results and the relevance of the findings to the effects of state automobile franchise regulation and the recent financial troubles of US car manufacturers.

An Assessment of the Impact of Information Technology on Marketing and Advertising

The present study aimed to evaluate the impact of Technology on Marketing and Advertising by using structural equations modeling. To do this, 200 marketing and information technology (IT) experts participated in the study. They answered questionnaires regarding IT, marketing mix and advertising. For data analysis, structural equations modeling using SMARTPLS were used. The results showed that the effect of IT on marketing mix and advertising was positive and significant. The effect of marketing mix on advertising was positive and significant. The indirect effect of IT on advertising via marketing mix was therefore positive and significant. Totally, the results emphasized the effect of technology on marketing mix and advertising.

Komponen Pemasaran Teh Herbal Bukit Hexon pada PT. Karya Pak Oles Tokcer Denpasar Bali

Marketing component of Herbal Tea Bukit Hexon at PT. Karya Pak OlesTokcer Denpasar Bali
 Marketing is a combination of four variables that are the core of the company'smarketing system, consisting of product, price, place/distribution channels, andpromotions. This study is aimed at identifying the components of marketing carriedout by PT. Karya Pak Oles Tokcer and the constraints faced in marketing theirproducts. The research location was selected by purposive sampling. Types of datacollected included primary and secondary data. Data were collected by observation,interview, and documentation study. Data were analyzed descriptively andqualitatively. Based onthe results of research known component of the marketingdone by PT. By Pak Oles lessening of the products that the company provides onetype of packing to look more attractive in the eyes of connsumers, this type of use thepacking box. The selling price of tea sold is determined based on a calculation of rawmaterial usage, labor, production, operating costs and other costs. Based on theplace/distribution channels, herbal tea Bukit Hexon marketed through directmarketing distribution channel and indirectly. Promotional products are madethrough direct marketing activities (sales counter), sales promotion (rebates andbonuses) and advertising (flyers, newspaper and radio from the company it self).Constraints facing the company consists of internal and external constraints. Internalconstraints in terms of the promotion are less effective. External constraints in termsof competitors’ similar products. Suggested the company should use the print media,better known by the public such as the Bali Post and electronic media such as ads ontelevision so that are building relationships with the community and having apromotion more aggressively by opening a special stand tea sales as practiced bycompanies other tea products.

Developing successful cause-related marketing campaigns through social-networks the moderating role of users’ age

This paper joins two streams of literature: caused-related marketing and viral advertising. Three main objectives guide our work: (i) to test whether a transfer of attitudes occurs in a viral cause-related marketing campaign (ii) to test the effectiveness of viral videos promoting a social cause (intention to share through social networks); (iii) to analyze the moderating role of users’ age. An investigation was done with 431 netizens who expressed their opinions in a questionnaire after viewing an online cause-related video about dog adoption sponsored by a pet food brand. Our results show that previous attitudes towards viral adds will improve cause-brand alliance attitudes (H1) and brand attitudes (H3). Also, cause-brand alliance attitudes will improve brand attitudes (H2). The intention to share cause-related viral videos will increase when positive attitudes exist for the add (H5), the brand (H5) and the alliance (H6). Finally, age differences affect the strength of the relationships in 3 of the cases.

A Novel Reposting Prediction Method Based on Quantified Microblog Hotness in Sina Weibo

Reposting is a very important behavior in Sina Weibo. Predicting the reposting actions will be great benefit to outbreak events detecting, rumors spread preventing and market advertising. While many researches had been devoted to mine users’ behavior patterns or investigate the social network structure features, few attempts have been done to study how the hotness of microblog content influence users’ reposting actions. In this paper, we performed an interesting research on reposting prediction in Sina Weibo by quantified the microblog hotness. We evaluated the popularity of hot topics by their audience size and calculated microblog hotness based on the associated topic popularity. On the base of this work, we proposed a reposting prediction method based on microblog hotness and some other benchmark features. Experimental results on real-world Sina Weibo dataset showed the effectiveness of our approach.