Marketing Communication Model Research Articles

MARKETING COMMUNICATION PT BODDIA JAYA DALAM MENGGAET FUNDING LUAR NEGERI

This study aims to understand PT.Boddia Jaya's marketing communication model in attracting foreign parties. In addition, it is also to find out the obstacles experienced by PT.Boddia Jaya's company when communicating with foreign parties. The source of research data is the marketing division, Quality Control, and Front Desk of PT.Boddia Jaya. Data collection techniques namely observation and interviews. The results of research conducted at PT. Boddia Jaya can be concluded that there are three marketing communication strategies for foreign parties, namely Advertising, Advertising (by email) and Packaging (packaging). The strategy carried out by this company has been around since it first exported abroad. Even so, the three strategies that were carried out in establishing cooperation between PT.Boddia Jaya with foreign parties also experienced obstacles in communication. This is due to cultural and linguistic differences and also the great distances that make marketing communication between the two parties ever hampered. To overcome these obstacles, both parties learn each other's language and culture.

Rating consumption of traditional vegetables in Tanzania using the awareness, interest, desire and action (AIDA) model

Traditional African vegetables are important for their nutraceutical benefits and contributions to farm household incomes. Consequently, their consumption, particularly among rural and urban households in developing countries, has been promoted and emphasized in recent years. Despite their multiple benefits, consumer awareness, and preference for traditional vegetables is low. This study uses the awareness, interest, desire and action (AIDA) marketing communication model to evaluate consumer awareness and perceptions and assess factors that influence consumption of traditional vegetables among 258 respondents in the Arusha region of Tanzania. Most of the respondents were aware of the nutritional importance of traditional vegetables, willing to purchase them for home consumption, and had a positive perception of their benefits. Consumers who had participated in the promotional activities were more willing to purchase and grow traditional vegetables than non-participants. The major sources of information about human nutrition and traditional vegetables included health centers, schools, friends, relatives, and radio programmes. African nightshade, African eggplant, amaranth and okra were the most widely consumed traditional vegetables. They were mainly purchased from the market. Regression estimates indicate that the consumption of traditional vegetables increases with positive health perceptions, better training, domestic production of vegetables, and increased promotional activities. Scaling up consumers awareness and home gardening would help to increase availability and consumption of traditional vegetables.

Integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand

Integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand

Agen Perubahan dalam Model Komunikasi Pemasaran Sosial Kampung Wisata

This paper aims to develop an effective model of social marketing communications in the tourism village tour by utilizing green energy independently in the village as a tourist attraction. The method used to develop the model is qualitative research. Through this research we get a model of social marketing communication that can survive and sustain through the use of a change agent. To change, establish and maintain new positive behaviors that arise, an agent of change must consistently and continuously influence its target adopter until the desired goal is achieved. Subjects in this study is Glintung tourism village of East Java which has gained national recognition as a green tourist village of independent energy. Through his change agent, Glintung tourism village is able to market itself while creating green energy independently for the environment. Keywords: Agent of Change, Social Marketing Communications, Tourism Village

Style before substance? Building loyalty through marketing communication congruity

PurposeBecause communication channels are inherently unique, they may differentially affect customers depending on their preferred communication style. Therefore, the information that firms provide might not have the intended effect, which is to increase program loyalty. The purpose of the current study is to present a marketing communication model that focuses on promoting program loyalty via self-congruity with the communication style of information channels.Design/methodology/approachThe study introduces a self-congruity theory-based structural equation model, which is validated through an online sample of 575 respondents. The model begins with communication style and investigates its impact on satisfaction and loyalty in relation to hotel loyalty program members.FindingsThe model confirms that different forms of communication have varying levels of relevance to program loyalty. Communication style, information quality, self-congruity and satisfaction are all significant predictors of program loyalty.Practical implicationsManagement can cultivate a community of loyal program members through the recognition of self-image congruence and its relationship with communication style, along with a solid understanding of target markets.Originality/valueDespite the apparent influence that communication has on loyalty, very little research evaluates the typologies (firm-created and customer-created), dimensions (electronic and in-person) and attributes of information in terms of their effects on program loyalty.

Marketing to Children: The Impact of Digital Media

Children younger than eight lack the cognitive skills to understand the persuasive intent of marketing messages. All integrated marketing strategies, campaigns and messages are channeled to traditional and digital media that increases the scope of media mix and hence the exposure span for children audience increases. The lack of cognitive skills and doubtful recognition of the real story of the advertising message, makes this customers category - children (in multigenerational marketing referred as Generation Z especially vulner- able. Though, the exposure children have on digital and electronic media is increasing the necessity proper marketing communications model that will involve ethical and affirmative content is obvious. The comparative theoretical analyses of all 4 generations in marketing segmentation obtain to determine key differences and unique consumer behavior of customers. A special emphasis is given to Generation Z in order to understand the sensitivity of children’s exposure to media and possible consequences. This paper gives and model for marketing communication and media mix for targeting Generation Z and children by which both parties will benefit: the audience will be protected from possible consequences by inconvenient messaging and the marketers will message a content for better addressing to children customers by means of media mix and content.

Pengembangan Agrowisata Berbasis Ketahanan Pangan Melalui Strategi Komunikasi Pemasaran di Desa Serang Purbalingga

The study aims to analyze the developing agrotourism based on food security through marketing communications strategy. The research method used Participatory Rural Apprasial, data was collected through interviews, observation, documentation and focus group discussion with interactive analysis and SWOT analysis. The informant research through purposive sampling of 30 people as a community worker in the Serang village, Karangreja subdistrict of Purbalingga Regency. The results showed corporation effort possession village have not been able to manage the organization, marketing, promotion, developing business units and partnerships, thus require integrated marketing communications model on the empowerment of agrotourism based on food security in the Serang village.

Communication Solutions by Improving Interactive Art Projects

The article examines the emergence of new forms of expression in modern society such as technology, which makes the traditional art active and the users are drawn into the processes of creation and dissemination. Interactive art technology gradually integrates more and more people to be interested on it because of its innovative and interesting concept and idea. Interactive art removes traditional boundaries between the artist and “public”. Appearance of the new modern technologies in the art provoked the development of the interactive art which later evolved into some other forms of art as cinema, interactive dance, music and etc. The article is based on Lithuanian and foreign academic works, interactive art definition is provided the theoretical aspect of an interactive art projects is highlighted. The modern theories of marketing communications are defined. To solve examined issues marketing communication model with highlighted key elements is proposed.

Marketing communication in hypermedia computer-mediated environments vs the paradigm of a network society

The paper presents the author's reflections on marketing communication systems in the environment of a network society, focusing on three significant aspects. Firstly, they refer to the marketing communication model in a hypermedia computer-mediated environment and its characteristics in the conditions of an information society. Secondly, they address the issue of the changing role of recipients in the system of online marketing communication. These changes are best characterised by the term 'com-sumer' - a recipient of messages who actively and constantly seeks online information, and who is able to process, evaluate, use and communicate this information to other recipients via global communication networks. The third aspect relates to the divergence of online marketing communication instruments and their possible classifications. They combine the expectations of the senders and recipients of information, who are the participants of the marketing communication process in a hypermedia computer-mediated environment - the distinguishing factor and symbol of a network and information society.

Marketing communications model for innovation networks

Innovation is an increasingly relevant concept for the success of any organization, but it also represents a set of internal and external considerations, barriers and challenges to overcome. Along the concept of innovation, new paradigms emerge such as open innovation and co-creation that are simultaneously innovation modifiers and intensifiers in organizations, promoting organizational openness and stakeholder integration within the value creation process. Innovation networks composed by a multiplicity of agents in co-creative work perform as innovation mechanisms to face the increasingly complexity of products, services and markets. Technology, especially the Internet, is an enabler of all process among organizations supported by co-creative platforms for innovation. The definition of marketing communication strategies that promote motivation and involvement of all stakeholders in synergic creation and external promotion is the central aspect of this research. The implementation of the projects is performed by participative workshops with stakeholders from Madan Parque through IDEAS(R)EVOLUTION methodology and the operational model LinkUp parameterized for the project. The project is divided into the first part, the theoretical framework, and the second part where a model is developed for the marketing communication strategies that appeal to the Madan Parque case study. Keywords: Marketing Communication; Open Innovation, Technology; Innovation Networks; Incubator; Co-Creation.

THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING MARKETING COMMUNICATION EFFECT ON CUSTOMER LOYALTY

INTRODUCTION:A company, in an effort to sell products, needs to establish good communication with its customers through marketing. According to Nickles (in Swasta and Handoko, 2000), marketing communication is a seller -buyer communication activity that is significantly influential in the decision making process of marketing. It also creates a satisfying exchange between the seller and the buyer by encouraging both parties to play their roles well during a transaction. The point is that marketing communication is a two-way exchange of information between parties or agencies involved in marketing. The parties involved will listen, react, and speak to create a satisfying relationship exchange. A marketer must understand how the communication takes place. A marketing communication model will answer things related to who sends it, what to say, what communication channel to use, to whom, and what the consequences will cause. In the communication process, a good communicator must be able to deliver the message to the recipient. A communication process model can give an illustration to marketers about how to influence or change the costumers' attitude through a persuasive communication implementation design. The activity process is intended to get a final response from the audienc es in a form of purchases, high satisfaction and a mouth -to-mouth positive story. Marketing communication represents a collection of all brand elements and communications in a marketing mix that facilitates a brand to reach its target (i.e. the customers).Information technology, in globalization era, has produced various kinds of information media providers for customers, including cellular phone network service operators. The increasing number of cellular service providers has forced each of them to improve their product quality, in both sectors: goods and services. A provider needs not only to implement a brilliant product -positioning strategy in market through a quality standard establishment, but also to maintain the brand position in customers' mind through an appropriate promotion strategy. Product competition has also led to an increase in the cost of advertising and other promotional activities in an attempt to seize the customer's attention. An appropriate marketing communication may avoid losses due to ineffective and inefficient promotional activities. Marketing communication strategy can be included in marketing -communication-mix concept. An understanding of communication is intended to make the delivered information to be able to result in the desired impact that is reaching a similarity in expectation. All types of communication, both instructional and motivational, are aimed to make the recipient react something as desired by the message sender. Communication suggests a mind, a meaning or a message that is shared equally between the sender and the recipient. Another word that is similar to the communication is community. It also emphasizes a similarity or togetherness. Community refers to a group of people who get together or live together to achieve certain goals, and share meanings and attitudes (Mulyana, 2003). The process, that builds a relationship between manufacturers and individuals or groups in a product delivery, is made to meet customers' needs and desires in order to achieve a higher s atisfaction level through the creation of a qualified product. Communication in marketing activities is quite complex. A more complex communication requires a more effective strategy planning for the communicator to deliver a message to the communicant. A merged study between marketing and communication will result in a new study called marketing communication. Marketing communication is a communication application that aims to help the marketing activities of a company. The application is strongly influenced by the different forms of media used, the message appeal, and the service frequency. Business communication application is very important, especially in the delivery of communication messages that faces various issues, differences in perceptions, cultural differences, and limitations of the medium used. …

Marketing Communication Model in Social Network Facebook

The limited funds made small and medium enterprise attempt to do marketing communication activities by finding ways of marketing communication that does not require substantial funds.The emergence of social networking media, such as Facebook is an opportunity for small and medium enterprises (SMEs) as a cheap marketing communication media, but not many SMEs are successfully doing marketing communications with social networking media, such failure due to a lack of knowledge in utilizing the social networking media. Indonesia have many small and medium enterprises, and most of them found difficulties in marketing communication, this study was held with purpose to examine the marketing communication activity in social networking media facebook. The study used a qualitative approach, that used interview ,observation and documentation, to assess the activity of SMEs marketing communications in facebook page, the setting of the research was the SMEs who success performed marketing communication in social networking media facebook. The results of this study resulted in a model of marketing communication through social networking media facebook page, which is useful as a guide for SMEs who will do the marketing communications.

IN SEARCH OF PEDOSYNERGY EFFECT IN TEACHING INTERNATIONAL BUSINESS STUDENTS

ABSTRACT This paper is aimed at presenting the authors' experience to search for better performance of teaching students of economic university (school) in English. The reasons to teach Russian (or other non-anglophone) non-philological but economic students in English and its global nature are highlighted. Successful combinations of pedagogical methods and approaches are categorized as “low-tech innovations” presented in such creative industries as arts and education that are often missed by academics as well as “grand public” due to so-called “high-tech myopia”. The pedosynergy effect is formally defined and its availability is logically justified. Innovative combinations of pedagogical methods and approaches as well as preparing and using joint teaching materials created in cooperation between English and professional (Marketing, Management, etc.) departments are shown as the sources creating the said pedosynergy effect. A modified model of international marketing communications including the concept of “filter of the mind” is proposed to design the test procedure permitting to assess separately contributions in an integral student performance made by English and professional departments, respectively. This procedure is considered as a tool for measuring the pedosynergy effect expected. Case studies on international business are presented as the best source to create teaching materials for so-called “in-parallel” teaching in English. Finally, the state of the Art and perspectives for further researches are drafted. Keywords cases, English, “in-parallel teaching”, low-tech innovation, mind filter, pedosynergy effect, teaching materials

ELECTRONIC WORD OF MOUTH: A DYNAMIC NEW FORCE IN CONSUMER DECISION- MAKING

ABSTRACT Media is in the midst of a digital revolution that allows consumers to connect to products and each other in a powerful way. A new type of WOM in marketing, coined E-WOM (electronic WOM), is developing. This phenomenon is thoroughly discussed using Wanelo’s social shopping e-commerce site as an example. The article explores why E-WOM is so attractive to consumers, describes how it works in connection with Wanelo’s free app inside of Facebook, and then ties together all the components in an updated marketing communications model. It ends with a brief discussion of e-commerce monetization. Keywords Word of Mouth, E-commerce Shopping, Marketing Communications Model, Consumer Co-production, Social Network Marketing

The Decision Behavior of Facebook Users

Currently, lots of enterprises widely use social network site for marketing campaigns, however, there are still limited literature in the related fields. This study investigated the determinant factors for the successful implementation of Facebook marketing by enterprises. Using the marketing communication model developed by Hoffman & Novak [20] as well as source credibility, social ties, consumer value and the involvement theory, this study tested the impact transferring messages through media on the message receiver's decision-making behavior. A total of 256 smart phone Facebookers were selected as research samples, and the hypotheses was tested using regression analysis. The research findings suggested that advertising messages provided by close friends only affect consumer brand attitudes, but advertising messages provided by commercial sources affect both consumer brand attitudes and purchasing intentions. Utilitarian and recreational advertising messages affect consumer advertising attitude, brand attitudes, purchasing intentions and involvement. Lastly, consumer involvement partially mediates the effects of utilitarian advertising and recreational advertising on advertising attitude, brand attitudes and purchasing intentions.

Towards a marketing communications model for small political parties

PurposeThrough a comprehensive literature review and data analysis, the purpose of this paper is to adopt a multi‐perspective interrelation of different dimensions of existing theory to eventually bridge the fields of political and business marketing, identify the underlying causes of voter behaviour, and distil the critical factors of small political parties' (SPPs') strategic marketing communications (MCs) success. The research finally develops a preliminary conceptual strategic MCs model for SPPs that fits the context of developed countries and concentrates on the strategic aspects of MCs.Design/methodology/approachThe paper is largely conceptual and is based on an extensive literature review and secondary data; strengthened through additional and focused quantitative and qualitative data.FindingsThe findings indicate an increasing association between business and political marketing, an environmental context that stimulates and nurtures a symbiotic relationship between parties and voters, an enhanced role of “perception management”, and substantial divergence of SPP reality from classical theory.Research limitations/implicationsFurther and focused primary research is required towards model testing.Practical implicationsA scientific basis is provided for practical strategic implementation of MCs by SPPs.Originality/valueThe research value stems from its focus on SPPs, its contribution to the generic discussion on business marketing theory applicability to politics; its reinforcement of existing research on the subject through further data and analyses; and additionally to existing researches' focus, its concentration on the strategic aspects of the subject and its contribution to literature of an analogous strategic political marketing model.

2009–2010 ISMS-MSI Practice Prize Competition—Special Section Introduction

I introduce the work of the finalists in the 2009–2010 ISMS-MSI Practice Prize Competition, representing once again the best combinations of rigor and relevance produced by marketing scientists. The winning paper is by a team from several German universities and represents a collaboration with Bayer AG on an important problem—allocating the marketing budget dynamically across countries, products, and the marketing mix. The other three finalists described projects involving a branding project for an Australian airline, Jetstar, based on a dynamic choice model; a new tool for differentiating Prudential's variable annuities from the competition; and a marketing communications model for a small, family-run European office furniture supplier, Inofec.

A New Consumer Relationship Model: The Marketing Communications Application

The article investigates empowered consumer behavior and explores its evolutionary nature and contemporary contexts in developed countries. Through a comprehensive literature review multi-perspective analysis, it finally develops a prescriptive marketing communication model in the context of an evolving business-consumer relationship and its corresponding marketing philosophy. The findings identify a rising symbiotic equilibrium between consumers’ power and businesses’ influence on consumers’ perceptions. Consumer “needs” are found to be increasingly manifested into “wants” which are intangible, of obscure value, affective in nature and vulnerable to marketing communications; the latter being increasingly oriented towards “perception management” and with “branding” as a primary vehicle.

A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

We propose a new hierarchical model of online and offline advertising. This model incorporates within-media synergies and cross-media synergies and allows higher-order interactions among various media. We derive the optimal spending on each medium and the optimal total budget. We also develop three hypotheses on the effects of within- and across-media synergies on both the total budget and its allocation. We estimate media effectiveness as well as the within- and cross-media synergies of offline (television, print, and radio) and online (banners and search) ads using market data for a car brand. We show that both types of synergies —within-media (i.e., intra-offline) and cross-media (online-offline)— exist. We show how within- and cross-media synergies boost the total media budget and online spending due to synergies of the online media with various offline media.

A Small Services Firm Marketing Communications Model for SME‐Dominated Environments

This research seeks to explore existing research for marketing management and marketing communications systems for small professional service firms. Further, through primary research methods, it examines the case of construction consultants in Cyprus (CCCs), and it identifies the specific differentiating factors of these firms compared to literature review expectations. Consequently, this research, through the combination and comparison of the literature review and primary research findings, develops a marketing communications (MC) model for small professional services firms in SME dominated environments. This model aims to assist the wider marketing practises of small professional firms having to compete in a rarer type of competitive environment; the SME dominated one. Further, the findings of this research assist such firms to improve their understanding of the marketing communications environment so as to be in a position to develop more effectively and efficiently their marketing communications plan and strategy. Finally, this research will assist governmental departments and professional chambers and associations in improving their comprehension, organization, monitoring, and control of such firms at a collective/industrial level.