Marketing Communication Tools Research Articles

INTEGRATING SOCIAL MEDIA AND DIGITAL MEDIA AS NEW ELEMENTS OF INTEGRATED MARKETING COMMUNICATION FOR CREATING BRAND EQUITY

Communication with target prospects results in a cost to the company. In this highly competitive environment, all marketers work on cutting cost. They try to allocate their marketing budget very carefully to create brand equity and achieve their marketing objective within the given budget. The selection of integrated marketing communication tools has become a problematic task for marketers. This paper provides how the integration of digital and social media within integrated marketing communication helps to create brand equity of the hospitality and tourism industry in India. This paper also examines the effectiveness of each IMC tool to create brand equity. The nonprobability convenience sampling technique was used to gather opinions from 512 tourists of Himachal Pradesh state of India. The findings reveal that both social media and digital media are more effective than traditional IMC tools. The study also found that the efficiency of Modern IMC tools is better than traditional IMC tools. Smart PLS-SEM 3.0 software has been used to scrutinise data and validate the conceptual framework.

Rational and irrational behavior of Slovak consumers in the private label market

Rational and irrational consumer behavior has already been the subject of several studies. Although their attention was mostly focused on traditional brands, these studies and their conclusions may also serve as a model for private label research, which is now increasingly coming to the forefront. Private labels are gradually becoming an adequate purchase alternative to traditional brands. The aim of the paper was to find out the influence of packaging and chosen marketing communication tools, on consumer purchasing decisions in the dairy segment. An anonymous questionnaire survey was chosen as the main research method, where participated 1,116 respondents from all over Slovakia; which was subsequently supplemented by the blind test involving 20 respondents under the age of up to 25 years. Seven chocolate-flavored yogurt samples were examined in the blind test; while the samples were such traditional brands by traditional producers as well as private labels. Interestingly, identical products were investigated - products from the traditional producer, both under its brand and under the retailer's private label. The results of our research proved some interesting findings - more than 28% of respondents buy private label products regularly and more than 53% buy them sporadically; whereas respondents do not buy private labels, mainly because of their lack of interest to try something new, assuming poor product quality and inadequate price; they buy them mainly because of lower prices compared to traditional product brands, comparable quality to traditional brands and good experience; respondents perceive private labels as good products of adequate quality and private labels evoke that products are adequate quality at a reasonable price. Although most respondents have no opinion on the packaging of private label products, more than 31% of them consider their packaging as unattractive and almost 36% think that their packaging does not affect them, but the results of the blind test partially refused this opinion.

Marketing Communication Tools in Food Industry: A Case Study on Cukurova Region in Turkey

In this study, it is aimed to examine which level marketing communicating tools are used in the food industry in Çukurova Region, Turkey. For this purpose, a survey was applied to 92 enterprises which process milk and dairy products, meat and meat products, fruit juice industry in both Adana and Mersin. Also, face to face interview was conducted to gather data from 400 consumers who were determined via simple random sampling, living in Adana province. It was found out that enterprises used the marketing communication tools (sales promotion, advertisement etc.) to increase sales and reduce inventory, even if they are not mostly aware of the concept of marketing communications. They also indicated that they do not practice marketing communication programs at all. The most used tools by the enterprises are personal sales, direct marketing, sales promotions and advertisement. Also, as a result of correlation analysis showed that there is an effect between the enterprises‘ use of marketing communication tools and brand and market performance. Consumers stated that the sales promotions are the most effective marketing communication tools on their preferences not only buying food products but also changing the brands. Consumers mostly decide what to buy and which brand while they are in the market. In this case, advertisement, promotion and to the content of the product were the most important factors regarding consumers‘ choices. It was found out that consumers‘ gender, age, education and income levels were also effective on their preferences on buying different food products. Consumers attitude was different about marketing communication tools; such as young people mostly affected by media and primary and secondary school graduates mostly influenced by additional gifts provided free of charge with the main product.

The relevance of using neuromarketing tools in testing commercials of regional companies

Subject. This article discusses the marketing communication tools based on the application of neuromarketing technology that help brands create products that meet the needs of customers as much as possible. Objectives. The article aims to define consumers' perception of dynamic advertising information content in the food category. Methods. For the study, we used a comparative analysis, synthesis, dialectical methods, as well as a systems approach to data assessment, and marketing questionnaires. Results. The article describes the basic methods and technologies used in neuromarketing, which help evaluate such unconscious reactions as a level of attention and emotional investment, activation of memory. The article also presents the results of an empirical study of respondents' perception of nowaday commercials. Conclusions. The use of traditional marketing methods does not always yield the expected results. The use of neuromarketing tools has certain prospects in measuring the conscious and unconscious response of consumers during the product development and promotion phases.

Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post

ABSTRACT Despite the increasing interest in celebrity influencers as a marketing communication tool, much remains to be explored to understand how influencer credibility combined with brand credibility affects consumers’ perception toward the influencer promotional post. Moreover, there are growing concerns around whether sponsorship disclosure on influencer promotional posts encourages consumers to critically process the advertising message. Thus, this study examines the effects of disclosure types (explicit/implicit/no disclosure), influencer credibility (high low), and brand credibility (high/low) on the effectiveness of Instagram influencer promotional posts. Findings reveal that highly credible brands featured in Instagram posts have a positive impact on message credibility, attitude toward the ad, purchase intention, and eWOM intention. Theoretical and managerial implications are discussed.

STRATEGI CITY BRANDING MELALUI GELARAN BUDAYA TARI SPARKLING SEBAGAI KOMUNIKASI PARIWISATA KOTA SURABAYA

City branding is a strategy used by a city to build and communicate city’s strong positioning regionally and globally through tourism promotion. City branding of Surabaya is a form of Surabaya marketing communication tool in tourism, following the era where cities today rely on branding for packaging and promoting tourism in the city. Sparkling Surabaya promotional activities are carried out in various forms summarized in promotion and cooperation. Promotional material in the form of brochures, books, calendars, posters, pamphlets, stickers, photos, videos, maps, souvenirs, and free magazines can be found at the Tourist Information Center (TIC), hotels, and various other places that are easily accessible to the tourists. One of marketing communications tools of city branding arised nowadays is a cultural event, such as Sparkling Surabaya dance that expresses the city of Surabaya through motion as language of symbols. This study aims to determine the city branding strategy in an effort to promote tourism through the Sparkling dance culture event in Surabaya. The research method uses a qualitative approach with interviews and documentation as data collection techniques. The results of the research are useful for scientific development in the field of communication, especially for city government and the tourism industry in practical terms.
 
 Keywords: City Branding, Sparkling Surabaya Dance, Tourism Communication.

KONSEP DAN STRATEGI KOMUNIKASI PEMASARAN: PERUBAHAN PERILAKU KONSUMEN MENUJU ERA DISRUPSI

Marketing has evolved from the concept of marketing 1.0 to 4.0 so that to learn what is needed and wanted by consumers, marketers must be able to have policies using appropriate communication so that various information about products can be transferred to consumers. For this reason, it is necessary to better understand communication, especially marketing communication in terms of shaping consumer behavior. The purpose of this article is to provide insight in the field of marketing communication. This research methodology is a literature study from several journals that discusses marketing communication. The existence of communication can make it easier for someone to interact between one individual with another individual. Without communication there is no human life process. That is, every human being needs communication to exchange ideas in order to realize what he wants. Three major marketing shifts, marked by product-driven marketing in the later 1.0 era towards customer-centered marketing in the 2.0 era. Human-centered marketing existed in the 3.0 era. On the other hand, marketing communication tools can be in the form of advertisements, sales, signage, shops, displays, packaging, free product samples, coupons, giveaway and more. As for changing consumer behavior that is increasingly developing, the impact of marketing 4.0 also results in viral marketing through social networks such as Facebook enabling continuous two-way interactivity from anywhere and at any time.

Examining the effect of customers’ perception of bank marketing communication on customer loyalty

Even though the banking industry across the globe has undergone tremendous transformations especially digitalisation, research has barely kept pace with these changes especially as it has to do with marketing communication strategies. Thus, this paper examined how customers’ perceptions of banks marketing communication tools influence customer loyalty. 313 valid responses were obtained from Nigerian bank customers through a survey questionnaire. The partial least squares structural equation modelling (PLS-SEM) procedure was utilised to examine the measurement model and test the research hypotheses. The results indicate that elements of bank marketing communication including advertising, sales promotion, public relations and personal selling are significant predictors of customer loyalty, but direct marketing is not. This study has implications for the update of marketing communication and formulation of customer loyalty policy in commercial banks in Nigeria and other emerging economies with similar business and economic history. The contributions of the study were discussed.

Managing Digital Marketing Communication of Coffee Shop Using Instagram

This paper focuses on managing the digital marketing communication of coffee shop using the Instagram. The Instagram application offer a great advantages such as quick and cheap marketing communication tools, particularly in promoting the product, disseminating advertisement and brand awareness. Previous study highlighted that managing marketing communication via Instagram is a strategic tools to inform, persuade and remind consumers about what they offer. However, there is limited number of empirical studies on Instagram as a marketing communication tools on how efficiencies of Instagram application in managing digital marketing communication strategies to the customers. Therefore, this paper will enlighten the issues related to the application of Instagram as a marketing tool in the coffee shop business. The content analysis and semi-structured interview has been employed to gain in-depth knowledge from the owner, marketing staffs and marketing consultant who have experiences in managing the digital marketing communication strategy. The findings of the study revealed that Instagram application has become an effective marketing communication tools to disseminate the promotional message to the customers in quick way dan cost efficient as compare to the traditional media.

The Adoption of Social Media as Marketing Tools

The rapid adoption of social media in business is becoming more evident over the years. Most businesses view social media as a chance to build two-way communication with customers and to create unique marketing communication tools. Nonetheless, research on social media adoption, particularly, in the case of small and medium-sized enterprises (SMEs) is still limited. In Brunei Darussalam, SMEs are regarded as a key player in industrial development. Thus, the objectives of this study are to investigate the factors that mainly drive social media adoption among the SMEs in Brunei, to determine the types of social media platforms that they used as well as to examine the potential benefits and challenges of adopting it. The researchers administered online questionnaires to 57 CEO or managers of local SMEs. Based on the empirical findings of this research, technological factors, ease of use and perceived benefits, are the prominent drivers for social media adoption among SMEs in Brunei.

SoLoMo marketing as a global tool for enhancing awareness of eco-innovations in Slovak business environment

Research background: Thanks to globalization, a number of new possibilities and available technological solutions have emerged, thus modernizing marketing communication activities and bringing a broad spectrum of business opportunities to the single European market which enterprises may use to their benefits. Changes are much more frequent than ever before. Therefore, it is important to search for innovative solutions which contribute to more effective fulfillment of goals, generate positive changes or increase value for customers and as a matter of fact, enhance innovative performance and business competitiveness.
 Purpose of the article: The paper deals with the presentation of eco-innovations in the business environment using creative tools of online marketing communication. Eco-innovations are a phenomenon which is present across all business activities and processes including marketing communication. The authors study such marketing activities of businesses which are part of corporate social responsibility, generate business growth and finally help to improve the global environment. The authors also present the partial results of their own quantitative marketing research in order to describe the application of SoLoMo marketing tools in the presentation of eco-innovations in the Slovak business environment.
 Methods: The authors prepared a standardized questionnaire on a sample of 300 Slovak businesses. To test the dependence or independence of the variables, a Chi-squared test and Fisher´s exact test were used.
 Findings & Value added: Despite the generally growing trend of the use of mod-ern online marketing tools, the research showed that Slovak businesses do not inform sufficiently about their eco-innovation activities, do not address all prospective target groups and do not make enough effort to enhance environmental awareness of the wider public. The results of the research will serve as basic information for the following specific studies, the main aim of which is to spread awareness among consumers and to eventually provide them with practical recommendations. In addition, the given theoretical part of the paper represents a valuable summary of information about the modern SoLoMo marketing concept while providing a detailed overview of other relevant research studies in the given field. Therefore, the paper portrays an overview of opportunities for the implementation of digital tools of marketing communication in small, medium-sized and large enterprises.

Problems of Promoting Childrens Goods in Regard of Features of the Target Audience

The purpose of the study is identifying the features of the present-day marketing communication tools in the market of childrens goods the use of which will lead to growth of devotion of children consumers and their parents to commercial brands. To achieve this goal, the article uses statistical data, scientific papers and monographs to the point of the research. At the core of the analysis marketing communications is the behavior of the target audience, which consists of two categories: buyers and consumers. The article denotes the methods of impact on the complex target audience with respect to the cognitive perception of the information and behavior, the values in each of the categories. As the result of the research, it offers a new approach to elaborating marketing methods implying, in promotion, two separate information contents that consider the interests of the two categories of the target audience - the buyers and the consumers of the same product. Besides, the article identifies the most topical forms of implementing the marketing communications. The approach offered allows to gain the desired consumer attitude to the brand and increase of sales volume.

Understanding the Consumers’ Personal Characteristics as the Starting Point for Targeted Marketing

Market segmentation and choosing target markets allow companies to distinguish and position their offer and to plan their marketing activities in a manner allowing them to come as close to consumers as possible. A company doing business in a large market soon realises that it cannot supply to all consumers in this market. There can be too many of them, they can differ with regard to their requirements, can be scattered across the market, or their purchasing demands are substantially different. The main objective of the market research, whose main results are presented in the article, was to research consumers – lifestyle, personal values and media habits. The quantitative research method was chosen and the technique of online surveying. The research results will be used as a basis for market segmentation and for creating effective marketing messages and choosing appropriate marketing communication tools in the analysed market.

Evaluation of on-Line Marketing Communication of Scientific Units in the Context of Its Cooperation with Companies from the Lodz Region

Abstract Marketing communication of scientific units has gained a lot of importance at the time of the emergence and development of the hypermedia environment, in particular the Web 2.0 era. The objective of this article is to assess the degree of use of the website by scientific units in the context of potential cooperation with companies. The article presents the results of research conducted in the period 09.2017–03.2018 using the method of critical analysis of secondary sources in the form of websites of all parameterized scientific units located in the Lodz region. Research of the content of websites of scientific units confirmed that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and that they do not use the language of market benefits in the description of knowledge being the subject of commercialization.

Communication Via Self-disclosure Behavior of Micro-influencers on Social Media in Thailand

Technology and human way of life have changed through eras and time, just like business operations that require marketing in order to develop to have their spaces in the consumers’ minds. It can be seen that with the time passes, marketing communication tools also change. Currently, it is unavoidable to rely on internet technology to help in the marketing process through the use marketing communication tools called “Marketing Communication”, done through social media.  The website has created a model of society, allowing consumers to search for information on their own based on the direct experiences of those who have used that products, influential people in ideas or influencers, which play a huge role in the distribution of news and information. Therefore, various agencies/ organizations are persuading these influencers to participate in activities, organized to help. The influencer will publish information and create word-of-mouth online. As the importance of the behavior of the group of people that are classified as micro-influencers have increased rapidly, information dissemination through micro-influencers has become an important tool in communication that marketers rely on by using consumers to communicate with consumers. Therefore, there are studies of forms of identity disclosure, level of disclosure, social capital, and social support of self-disclosure behavior of individuals, who are micro-influencer. It is beneficial to entrepreneurs, including marketers to study about aforementioned topics in order to plan communication to consumers by choosing to use consumers as messengers in order to make that communication most effective. The research was conducted in-depth interviews with 30 micro-influencers on social media via Facebook, between 24-38 years old, with 500 - 10,000 followers. The research found that Social support is the main reason that micro-influencers have revealed themselves on social media via Facebook. Meanwhile, it is also a way to learn about self-disclosure forms on social networks of influential people at the micro level or micro-influencers on order to be used as a tool for marketing communication in the current marketing world, especially the form of marketing communication in Thailand through social media.

Yiyecek İçecek İşletmelerinin Web Sitelerinde Pazarlama İletişimi Etkinliğinin Belirlenmesi: Kocaeli Örneği

In this study, it is aimed to determine how effectively food and beverage businesses use marketing communication on their websites. The population of the study consisted of seven (7) food and beverage businesses operating in Kocaeli. Due to the number of business, total population sampling method was applied in the study. The web sites of the businesses were analyzed by content analysis on the basis of advertising, public relations, direct marketing and sales development activities, which are the means of marketing communication between 01-30 November 2019. At the end of the study, it was found that public relations (23,4%), sales development (28,7%), advertising and direct marketing (35,8%) activities were used at low level on the websites of food and beverage businesses. In this context, it is concluded that food and beverage businesses use web sites low effective which are marketing communication tools in order to increase sales of products and services (30,9%) in Kocaeli province which is on the way to becoming a tourism city.

Analysis Of The Marketing Activities In The Blood Service: Bibliometric Analysis

This paper summarizes the arguments and counterarguments within the scientific discussion on the marketing activities of blood service for over the last 20 years. The main purpose of the research is to understand the content and characteristics of existing research in the field of marketing in blood service to determine the direction of future research for both scientists and practitioners. Systematization of the literary sources and approaches for solving the problem of marketing in blood service indicates that a large amount of research in the field of marketing activities of blood service for the last 20 years requires a synthesis of existing research. The relevance of this scientific problem decision is that one of the criteria for the health level of the country’s population is the availability of a sufficient number of blood donors (Global, 2017). Moreover, marketing activities of blood service allow to attract and retain the required number of donors and receive from them a sufficient amount of blood and its components. Investigation of the topic of the marketing activities in the blood service in the paper is carried out in the following logical sequence: it was determined the influence of authors, journals, and articles about marketing in the blood service, studied and identified marketing clusters in the blood service, conducted the content analysis and presented the visualization of scientific literature on marketing activities in the blood service. Methodological tools of the research methods were 2000-2019 years. The object of research is 262 relevant articles published in 25 journals over the period 2000–2019 because, namely, they explain the essence of marketing activity in blood service facilities. The paper presents empirical analysis publications on marketing in the blood service during the last 20 years, which showed that the most influential journals were Transfusion, Vox Sanguinis, and Transfusion Medicine Reviews. The most famous authors are Wakefield M.A., Gillespie T.W., Glynn S.A., Lemmens K.P.H., Bednall T.C., Sojka B.N., Masser B.M. The classification literature on marketing in the blood service is presented in the areas of recruitment and retention strategies, influence, and incentives for planned behavior, decision-making on donation. Each five-year plan covers research in the following areas: understanding donor behavior to develop engagement and use strategies, finding ways to recruit new donors, marketing tools to work with donors, focusing on donor retention, and using modern marketing communication tools. The research empirically confirms and theoretically proves that it is advisable to focus on the introduction of the most modern tools of marketing communications (messengers, mobile applications, ringtones on mobile phones, social networks) in combination with traditional (radio, brochures, videos, SMS messages, motivational interviews, and loyalty programs). It is also recommended to pay attention to average when building the loyalty of existing donors to increase the amount of blood donated by more donors and improve the quality of donors and blood safety. The results of the research can be useful for blood services and companies who promote unpaid voluntary donation. Keywords: blood donor, blood service, marketing, marketing activities, motivation, promotion, recruitment, retention.

Marketing communication with stakeholders at the minicipal offices in the Kuyavian-Pomeranian Voivodeship

Purpose: The main goal of this study is to present the essence and the importance of marketing 11 communication in the functioning of local governments. 12 Design/methodology/approach: The study incorporates the results of a study on various 13 aspects related to marketing management in the municipalities of the Kuyavian-Pomeranian 14 Voivodeship. As part of the study, specific marketing communication activities that were used 15 by local governments in the Kuyavian-Pomeranian Voivodeship over the past 5 years have been 16 identified. The subject of the assessment were consisted in those marketing communication 17 methods that are used by local governments, due to the specificity of the activities carried out 18 by municipalities. 19 Findings: The results of the study indicate that many local governments representing large 20 urban or urban-rural municipalities underestimate the importance of the activities that can be 21 undertaken in this regard. Vast majority of the local governments covered by the study only use 22 individual marketing communication tools, limiting themselves to advertising, public relations 23 or personal promotion activities. 24 Practical implications: The results of the study allowed identification of a different solutions, 25 which are characteristic for municipalities in the Kuyavian-Pomeranian Voivodeship, that can 26 be used by other local governments in Poland. 27 Social implications: The paper indicates on many useful solutions, that are related to the 28 training of the officials in the methods and tools used for creation of proper relations with the 29 stakeholders. 30 Originality/value: This paper presents selected results of the study on various aspects 31 associated with marketing management in the municipalities of the Kuyavian-Pomeranian 32 Voivodeship. One of the research objectives was to identify and evaluate the marketing 33 communication activities that have been undertaken by the municipal offices in the Kuyavian34 Pomeranian Voivodship over the past 5 years.

The effectiveness of advertising on television (on the example of modern Ukrainian TV)

The article deals with the research on the relevance of advertising and media products on the Ukrainian television. It meets the basic marketing requirements and makes TV-advertising effective. The study carried out a full detailed content analysis of the Ukrainian television broadcasting, as well as a structural analysis of TV-advertising by the composition of the syntagma. A comparative analysis of the elements of media products and advertising has been carried out, their similarity has been revealed according to different criteria, the contextuality of media products in relation to advertising has been proved. The main factors of the effectiveness of TV advertising as a marketing communications tool for FMCG have been determined.

Mindent a szemnek! Egy dunántúli szálloda éttermi kínálatának vizsgálata a Kasavana – Smith modell szerint

THE AIM OF THE PAPER Gastronomy is currently undergoing a renaissance, different gastronomic trends influence the way menus are set up. The purpose of this study is to investigate the menu of a restaurant in a Transdanubian city in terms of sold portions and margins. METHODOLOGY After an unstructured interview with the manager, the breadth and depth of the offer were investigated. Then the data were examined, based on the restaurant's menu selection, traffic and cost data with the help of time series analysis. During the processing of time series data, the analysis takes into account seasonality and compares the same terminology of the years studied. With the turnover and cost data, the Kasanava and Smith portfolio analysis method was used and based on the margin and the number of portions sold, the Menu engineering worksheet was used to create the data series for the presentation. MOST IMPORTANT RESULTS The research provides a detailed picture of sales decisions for the period 2016-2019. The results of the examination show that reducing the selection and offering special dishes are in line with the gastronomical trends, but not necessarily with the location of the restaurant and the needs of its target audience. Using the model, seasonality was examined for the first time, which did not prove that restaurant guests were looking for seasonal food. PRACTICAL IMPLICATIONS With a well-selected menu – which is one of the most important marketing communication tools - the restaurant is able to influence guests' food choices. Proper use of colours, shapes and prices all affect the guest's subconscious mind, which is responsible for a large percentage of decisions. The character of the restaurant and its guests are usually determined by the dishes on the menu. In the case of the investigated restaurant the solution could be to tailor the prices to the target group and to strengthen the marketing communication. The restaurant — taking advantage of the large space — can be used to serve different target groups by sharing the room.