Marketing Communication Activities Research Articles

The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment

Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a methodology for implementing an indicator suitable for the evaluation of the effectiveness of online communication activities in the Slovak hotel industry. It uses analysis of the current usage of online marketing communication activities from the perspective of hotel service providers. The methodology should be applicable to support decision-making and actively support the sustainable development of hotels. In order to achieve the objective of the paper, the authors conducted a marketing survey focused on online marketing communication by Slovakian hotels to determine their use and to map the current state or methods of evaluating their effectiveness. Results of the research suggest that hotels in Slovakia perceive evaluating marketing communications online as being important, regardless of the size, length of operation, budget, and class of the hotel. They prefer financial metrics because they are a de facto manifestation of the traditional approach towards investment evaluation. The results also showed that return on investment is the most common metric for evaluating the investments of online communication activities, and that respondents expressed the highest level of confidence in this metric as well. In line with the results, we have proposed return on investment (ROI) as the most appropriate metric applicable in evaluation of the effectiveness of online communication tools.

The Impact of the General Data Protection Regulation on the Design and Measurement of Marketing Activities: Introducing Permission Marketing and Tracking for Improved Marketing & CRM Compliance with Legal Requirements

It is important to design marketing and CRM campaigns in accordance with the customer’s requirements. A good way to collect information for the creation of a purposeful campaign is the usage of feedback and knowledge of previous campaigns. But the introduction of the GDPR 2016/679 in May 2018 makes the measurement of consumer behavior in a law-conforming way more challenging. This contribution discusses user behavior measurement methods which are compatible with the GDPR. It illustrates the impact of the new regulation on user communication in the context of email campaigns and of social media marketing in Facebook. We show that the implementation of Godin’s permission marketing approach is a blueprint for GDPR compatible marketing communication activities (Godin, 1999).

Marketing Communication of Beauty Products Using Information Technology

This study intends to study Marketing Communication Brun Brun Paris through Social Media. This research approach was qualitative using descriptive methods. The results of this study indicates that Brun Brun Paris’s Marketing Communication uses marketing communications developed with the preparation and development of promotional and advertising media. Media execution and communication applications are carried out through personal selling and direct selling activities. Situation monitoring and analysis includes monitoring and adjusting strategies that occur in the field. The conclusion of this research is that marketing communication that has been carried out by Brun Brun Paris has been thorough, because of the marketing communication activities of Brun Brun Paris utilizing the media, namely social media effectively to be involved in conducting promotional and advertising activities.

TOURISM DESTINATION BRANDING: ANALISIS STRATEGI BRANDING WISATA HALAL “THE LIGHT OF ACEH” (Studi Kasus pada Dinas Kebudayaan dan Pariwisata Aceh Tahun 2015-2016)

Strategy of tourism destination branding is an important factor in the the process of tourism development of a region. As well as it happens in Aceh, which is the only province in Indonesia applying the islamic sharia. The purpose of this study is to determine and analyze the strategy of destination branding conducted by Department of Culture and Tourism in Aceh. The strategy is started from the vision and stakeholder management, target consumer and portfolio matching, positioning and differentiation strategies using brand components, communication strategies, feedback and response management strategies. The theory used to analyze this strategy is the theoretical principles of tourism destination branding. This study is qualitative descriptive with the case study method. Data collecting method is conducted through in-depth interviews with 8 informants coming from branding team, observations and documentation. The result shows that the strategy undertaken by Department of Culture and Tourism with the branding team of Aceh has been going well, especially in the marketing communication activity. It was marked with a plenty of program related to the implementation of marketing, either using print media, electronic media, billboards, and internet media, especially social media. However, in the branding activity, there are actually some obstacles should be faced, such as the industry player which is less cooperative to provide halal certification for an aprecondition for halal tourism, lack of budget allocation, and the low awareness of public participation. Therefore, more socialization is needed for the players of tourism industry and also the community to raise their awareness and responsibilty in order to jointly support the development of Aceh tourism.

The use of the “Rational” system of global marketing communications in management of international enterprises

The modern system of global marketing communications is not ideal, that is why management of international enterprises needs to use creativity in their attempts to predict the results of the marketing activities. They often fail in forecasting, because specialists do not have necessary practical models and data. The article deals with the questions of developing a model of the “rational” system of global marketing communications, which will be ready for the implementation into managerial processes of the Ukrainian firms. The model in the research is based on one-factor and multi-factor equations with calculations on the example of the well-known American company Nike, which works in the segment of apparel and footwear industry and can be a bright example of building a strong marketing communication strategy. Methods of linear and polynomial trends, smoothing average and exponential smoothing were used for the development of the proposed model. The examination of the correlation between global income, costs on marketing communication activities of the international company and index of satisfaction by this enterprise on the market in the frames of the econometric model’s work showed the dependency, which can become a basis for future analysis. The invented model of the “rational” system of global marketing communications shows how managers can calculate the resultativity of specific marketing instruments, which they plan to accept as appropriate. Different indicators can be used in forecasting the effects of global marketing communications on the performance of international enterprises. The article shows that the more indicators are used in the model, the more accurate is the result.

ІНТЕГРОВАНІ МАРКЕТИНГОВІ КОМУНІКАЦІЇ ЯК ЧИННИК ЕФЕКТИВОГО РОЗВИТКУ ПІДПРИЄМСТВ

У статті розглянуто інтегровані маркетингові комунікації як чинник забезпечення ефективного розвитку підприємств. Сформовано визначення інтегрованих маркетингових комунікацій та досліджено, як дане поняття розглядали різні автори. Проаналізовано причини виникнення інтегрованих маркетингових комунікацій у другій половині XX століття. Визначено основні критерії та види інтеграції. Розглянуто принципи комунікації за П. Смітом.
 Особливостями формування інтегрованих маркетингових комунікацій та їх відмінностями від звичайного комплексу маркетингу визначено: чітке визначення цілей маркетингових комунікацій, що відповідають загальним цілям підприємства; плановий підхід, що передбачає узгодження всієї маркетингової комунікаційної діяльності; ранжування цільової аудиторії; управління всіма формами контактів, як основа комунікаційної діяльності; ефективний менеджмент та інтеграція всіх елементів просування; ранжування інструментів просування. Визначено переваги такої інтеграції порівняно із традиційним підходом.
 Для визначення того, як маркетингові комунікації впливають на ефективність розвитку підприємств використаємо метод кореляційно-регресивного аналізу. Для досліджуваного підприємства А доцільно розглянути вплив маркетингових комунікацій в контексті розвитку HR-бренду. Досліджено взаємозв’язки між чисельністю розробників, витратами на маркетингові комунікації та їх вплив на результуючу ознаку – прибуток підприємства. В якості першої факторної ознаки візьмемо чисельність розробників, адже як вже було зазначено саме людські ресурси є основним ресурсом компанії та здатні формувати його інноваційний потенціал. В якості другої факторної ознаки візьмемо загальні витрати на маркетингові комунікації, адже вони сприяють залученню як співробітників, так і клієнтів. В якості третьої факторної ознаки оберемо коефіцієнт рентабельності маркетингових витрат, щоб показати, що ефективне планування та використання комплексу маркетингових комунікацій впливає на прибутковість підприємства.

Celebrity influences on consumer decision making: new insights and research directions

ABSTRACTThroughout human history, people have expressed admiration for heroes who possessed extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities fulfil this role and are prominent in various marketing communications activities. This paper addresses the literature review gaps and provides an in-depth review of the psychological and social psychological perspectives which are relevant to the celebrity endorsement literature. The contributions of this paper consist of a detailed analysis of important types of consumer-celebrity relationships, key emotional drivers (e.g. envy and admiration) of celebrity influence and the development of an original conceptual model. The conceptual model pulls together the past research and identifies new research gaps, which synthesises different research perspectives and provides a sound theoretical basis guiding future researchers and marketing managers.

Evaluating the Marketing Communication Strategy of Volkswagen in Post-Crisis Period: Application of Image Repair Theory

This case study focuses on effective marketing communication activities in a post-crisis period. The phenomenon underpinning the investigation is image repair theory which provides effective communication strategies to overcome these events. The case in point was the emission scandal faced by Volkswagen (VW) in 2015. By implementing a qualitative approach to data collection and analysis, the results showed some correlations between effective public relation activities and the company’s share price. Nevertheless, sales figures showed a negative attribute due to the unstable position of the company in the post scandal period. Results also showed a positive pattern when VW responded to the emission scandal in the early days, providing some strategies to stakeholders such as, mortification, reducing offensiveness and corrective action. However, it can be said that this study is an initial step which provides some indications for future research concerning the effective implementation of marketing communication in a post-scandal period.

Is the information of customer types and preferences to personal selling worth the investment in innovative technology? A modeling approach

Personal selling by a salesclerk on a shop floor is an important marketing communication activity in retail business; however, some customers regard face-to-face sales pitch as unnecessary and discouraging. Assuming a certain group of customers that are supersaturated with a high level of service quality, we analyzed how the retailer can improve business profitability by knowing a customer type and the optimal level of service quality. We then proposed managerial implications regarding whether the value of information of hidden customer behavior is worth implementing an expensive RFID system, or a simple service poka-yoke is enough.

Aktivitas Komunikasi Pemasaran Dinas Pariwisata Dan Kebudayaan Kabupaten Karo Dalam Meningkatkan Kunjungan Wisatawan (Studi Deskriptif Kualitatif Wisata Bukit Gundaling Berastagi)

This study aims to determine the marketing communication activities of the Karo District Tourism and Culture Office in increasing tourist visits and to find out the supporting and inhibiting factors of the Karo District Tourism and Culture marketing communication activities. This research is a qualitative descriptive study, a technique that describes, describes and interprets the object under study systematically so that researchers can find out how marketing communication activities through observation and in-depth interviews with informants. The results of this study are marketing communication activities carried out by the Karo Regency Tourism and Culture Office, namely Advertising, Sales Promotion, and Personal Selling. This activity is carried out to increase tourist arrivals, especially Bukit Gundaling. Supporting factors to attract tourist visits are the potential of Bukit Gundaling attractions such as the natural beauty and the cool air and the visible peak of Mount Sinabung. And also social media that are currently in demand by young people which facilitates the dissemination of information about the Bukit Gundaling tourist attraction. Barriers from the marketing communication activities of the Karo Regency Tourism and Culture Office are minimal budget, lack of coordination with other agencies, and infrastructure that must be improved.

Peranan marketing public relations Bukalapak.com dalam mempertahankan brand reputation melalui kegiatan integrated marketing communications

This study used a qualitative approach with descriptive research by describing each activity of IMC strategy which had been carried out by Bukalapak.com’s MPR. The primary data collecting methods used semi structured interviews and non-participant observation. The secondary data used company profile, news from internet and journals. The data method analysis in this study used coding techniques with open coding, axial coding and selective coding. To validate the data, this study used triangulation technique by using the source. The results of this study is the MPR of Bukalapak.com used several integrated marketing communication activities such as advertising, public relations, sales promotions, sponsorship, interactive marketing, direct marketing and personal selling to maintain the brand reputation as a leading e-commerce company in Indonesia.

Perencanaan Komunikasi Pemasaran Wonderful Indonesia Sebagai Place Branding Indonesia

Tourism is a leading sector that became the foundation of the economy in Indonesia. As a leading sector, tourism plays an important role in increasing foreign exchange and expanding employment. Therefore, the government is focusing the tourism sector through marketing communication activities conducted by Kemenpar, one of them by using Wonderful Indonesia. Wonderful Indonesia is currently considered to have successfully promoted Indonesian tourism abroad. Because of the success, the researcher is interested to research about marketing communication planning conducted by Kemenpar by using qualitative approach and deep interview method. The results of this study indicate that Kemenpar performs all marketing communication planning steps covering three key resources, situation analysis, objectives, strategy, tactics, implementation and control that can support Indonesian place branding by fulfilling ten components in place branding. The findings in this research are Branding Advertising Selling (BAS) strategy which is always used for every marketing communication activity. In this strategy Kemenpar not only branding Wonderful Indonesia, but also tried to sell Indonesia tourism destinations.
 
 Keywords : Wonderful Indonesia, Marketing Communication Planning, Place Branding

Planning of Marketing Communication Activities in Jordanian Pharmaceutical Companies Using the Balanced Scorecard

This study aims at exploring the effect of using the BSC perspectives on planning of marketing communication activities in Jordanian pharmaceutical companies. The BSC consists of four perspectives: financial, customers, internal processes and growth and learning. The study also aims at determining the statistical differences in the market share of Jordanian pharmaceutical according to level of using the two variables (BSC and planning of MC activities). This study is descriptive. The questionnaire is the key tool of collecting the data needed from research population. The sample size reached to 231 managers, and the cluster random sample is used. The study concludes that there is a positive statistical effect of financial perspective on planning of marketing communication activities, but the other three non-financial measures statistically failed. It finds also that there a statistical difference in the market share of pharmaceutical companies having BSC perspectives and planning the marketing communication activities. Finally, the study recommends many implications and recommendations that support BSC applications and enhance the planning of marketing communication activities in surveyed companies. Key Words: Planning, Marketing Communication, Balanced Scorecard, pharmaceutical companies, Jordan. DOI : 10.7176/NMMC/77-07

Planning of Marketing Communication Activities in Jordanian Pharmaceutical Companies Using the Balanced Scorecard

Planning of Marketing Communication Activities in Jordanian Pharmaceutical Companies Using the Balanced Scorecard

Digital Media Hospital: Aplikasi Komunikasi Pemasaran Berbasiskan Daring

The research aims to explain how digital media in RSPHC CARE application can be applied to marketing communication using 4P (Jerome Mc.Carthy) and 4C (Lauterborn) concept, and explain how marketing communication through digital media in RSPHC CARE application attracts people as consumers to use health services in PHC Surabaya hospital. The research used in-depth interviews, observations, and documentation focusing on data discovery. The subject of research is the manager of digital media in RSPHC CARE application and customers. The object of this research is marketing communication through digital media in RSPHC CARE application in information delivery and promoting hospital service of PHC Surabaya. The result is PHC Surabaya hospital, in addition to using digital media in RSPHC CARE application as online registration media to fulfill customer requirement, also utilize as marketing communication media on some features in it to inform things covering product (service) price, place, and promotion (4P). And can be maximized to use some of its features by committing to customers (4C). Some features in digital media in RSPHC CARE's application at PHC Surabaya hospital support marketing communication activities, based on 4C and 4P concepts in marketing communications. Keywords:Digital Media, Hospital, Marketing Communications, 4P - 4C Concepts in Marketing Communications.

The scientific and theoretical substantiation for directions of the marketing communication activity development of the pharmaceutical market subjects in the context of the concept of the social and ethical promotion

The scientific and theoretical substantiation for directions of the marketing communication activity development of the pharmaceutical market subjects in the context of the concept of the social and ethical promotion

KOMUNIKASI PEMASARAN RUMAH SUTERA ALAM BOGOR DALAM UPAYA MENINGKATKAN JUMLAH PENGUNJUNG

ABSTRACT Writing this reports aims to find out how marketing communications activities carried out by Rumah Sutera Alam in an attempt to increase the number of visits as well as to find out what factors become advocates and brominated in carrying out the activities of marketing communications at Rumah Sutera Alam. This research uses qualitative research approaches that produce descriptive data in the form of the written word and methods, the data used are the primary data and secondary data. Engineering data collection in the study include interviews, observations, and documentation. The results of this study showed more to marketing communication activities that have been undertaken to increase the number of visitors from Rumah Sutera Alam in order to reach the target of visits that have been set. From the results of the research activities of the marketing communications it is important to be made by the company to introduce the offers products. Rumah Sutera Alam did marketing promotions through some promotional mix, such as personal selling, sales promotion, publicity, communication at the place of purchase, and internet marketing. There is a supporting factor in the implementation of marketing communications activities carried out by Rumah Sutera Alam, through internet marketing, publicity, communication of purchase, and the existence of reviews experiences of visitors through in Blog. While the factors restricting the existence of limitations the costs and human resources. Until now, Rumah Sutera Alam has not been able to maximize the entire elements of marketing communications activities.

Substantiation for the optimal strategy of risk management in marketing communicative activities of pharmaceutical enterprises based on mathematical model approach

Aim. To develop a mathematical model of risk analysis and evaluation in the marketing communication activity of pharmaceutical manufacturing enterprises in promoting a new medicine product under limiting and (or) saving investment funds for marketing communications. The obtained results allowed to make reasonable decisions as for choosing the optimal risk management strategy in marketing communication activities of pharmaceutical enterprises.Methods. The implementation of the above tasks predetermined the choice of the following methods: content analysis, logical analysis, grouping and generalization, mathematical model methods, etc.Results. The research resulted into introduction of the method of analysis and risk assessment in the marketing communication activity of pharmaceutical manufacturing enterprises in the promotion of a new medicine product using fuzzy modeling theory Fuzzy TECH.The developed mathematical model allows the subjects of the pharmaceutical market to reasonably and timely evaluate the impact of certain risk factors on the results of the marketing communications program's implementation when promoting a new medicine product under limiting and (or) saving investment funds for marketing communications. Taking into account the obtained results allows to make a managerial decision on choosing an optimal risk management strategy in marketing communication activities of enterprises: risk avoidance, risk transfer, risk reduction, risk taking.Conclusions. The given mathematical model is of practical value for the subjects of the pharmaceutical market, since it is not vulnerable to the number of input variables – higher or lower number of risk factors leads to higher or lower number of decision rules, with the model logic remaining unchanged

Evaluation of Use of Social Media in Marketing Communication Activities of Institutions

Rapidly evolving technology has led to the differentiation of communication tools used by institutions and brands in marketing communication activities. Social media with low-cost, fast feedback providing a possibility to access large masses in a shorter time with Web 2.0 technology has become a preferred tool for brands. In this study the concepts of social networks and social media is explained within the scope of communication studies, in relation with public relations, advertisement, and sales promotion. In the scope of the research; it has been benefited from the statistical information inferred from the data based on Facebook, Twitter, and Instagram during 1-31 January 2018 period by SocialBrands, which measures more than 25 thousand brands’ social media performances. Social media marketing communications studies of two of the successful brands in home decoration sector in Turkey, Madam Coco and English Home, have been analyzed by the data of SocialBrands. It has been tried to explain that brands become more successful in brand communications with social media through which they find the measurable and fast opportunity to determine their target audience.

Practical aspects of innovative communication technologies use in the work of medical (pharmaceutical) representatives and the ways of their enhancement

Aim. To substantiate the applied conditions and to develop the practical recommendations on the adaptation of modern innovative communication technologies, the ways of their improvement in the work of medical (pharmaceutical) representatives aimed at ensuring the effectiveness of their professional activities as the main representatives of personalized integration of pharmacy and business. Results. The article analyzes software products used in practice of medical (pharmaceutical) representatives. The functionality of modern software is definitely constantly increasing. The innovative changes in the marketing communication activities of medical (pharmaceutical) representatives under the influence of the development of information and communication technologies are demonstrated. Systematization of individual CRM-systems platforms, adapted to the work of medical (pharmaceutical) representatives and designed to manage all types of sales was carried out: from short orders to long-term corporate transactions, their practical application possibilities were viewed. The main tasks and tools of the automatic control system Absalon CRM are detailed. A sociological investigation was carried out, the results indicated an insufficient level of innovative communication introduction technologies in the marketing communication activities of medical (pharmaceutical) representatives. Conclusions. The introduction of modern innovative communication technologies in the activities of medical (pharmaceutical) representatives needs special financial support with the prospect of investment return and constant monitoring by the pharmaceutical companies and with the participation of practitioners and scientists in order to search for new electronic and software products, ascertaining them as innovative products of business-communicative technologies.