Marketing Communication Plan Research Articles

Celebrity Endorsement, Customer Attitude and Brand Selection as Determinants of the Fast-Food Industry Performance: The Moderating Role of Customer Age and Perceived Service Quality

ABSTRACT The use of celebrity endorsement as part of the overall marketing communication plan is growing in importance. Similarly, celebrity endorsement helps to advertise offerings and draw customers’ attention. Thus, the current study sought to examine celebrity endorsement, customer attitude, and brand selection as determinants of the fast-food industry performance. A cross-sectional survey of 550 fast food customers was conducted in Harare, Zimbabwe between February and March 2023. A purposive sampling method was used to select respondents. The study’s findings confirm all direct relationships. A partial mediation effect of brand awareness and customer attitude on the celebrity endorsement and fast food performance relationship was also confirmed. Also, customer age and perceived service quality were found to moderate the relationship between celebrity endorsement and fast food industry performance relationship. Management within the fast food industry were advised not to treat all the study variables in isolation since they complement each other. This is meant to improve the performance of firms within the retail fast food industry. The current study findings are useful as no study has been conducted within emerging markets within the sub-Saharan region to focus on customer attitude and brand selection as mediators between the celebrity endorsement and business performance relationship within the fast food industry. Moreover, little is known about prior studies that included customer’s age and perceived service quality as moderators of the effect of celebrity endorsement on retail business performance. Thus, the current study findings narrow this knowledge gap in the literature.

Sustainable Marketing Communication in the Digital Age of Advert Blocking: Implications for Telecommunication Service Providers in Nigeria

The advent of digital technologies has revolutionised marketing communication, offering unprecedented opportunities for brands to engage with their target audience. As consumers increasingly seek to control their online experiences and mitigate interruptions, the adoption of advert-blocking techniques has surged, posing significant challenges for organisations, thereby inhibiting their sustainable marketing communication plans. This paper explores the implications of advert blocking on sustainable marketing communication practices. It examines the factors driving the adoption of ad-blocking and the strategies organisations can employ to navigate this phenomenon for marketing communication sustainability. Anchored on the Selectivity Factor and the Uses and Gratification theories, the study deployed a mixed-method approach, incorporating qualitative analysis of service providers and consumer perceptions as well as quantitative data on advert-blocking trends from a sample size of 163 internet users in Southwest, Nigeria. Findings reveal the pervasive nature of intrusive advertising practices and the growing apprehensions surrounding privacy and data security, driving the widespread adoption of advert blocking. Moreover, analysis indicates a correlation between ad-blocking behaviour and heightened levels of brand scepticism and avoidance tendencies among consumers. Based on findings, organizations are advised to adopt sustainable brand communication strategies, Alternative approaches such as other below-the-line channels, native advertising, branded content, and influencer marketing emerge as promising avenues for engaging audiences while circumventing advert-blocking barriers. The research work accentuates the necessity of adjusting marketing communication strategies to align with evolving target audiences’ preferences, thereby promoting sustainability in the digital era's marketing landscape.

Kegiatan Komunikasi Pemasaran Dalam Meningkatkan Brand Awareness di Kota Semarang

MG Setos Hotel Semarang is facing a variety of obstacles to survive in the midst of the new normal conditions induced by the COVID-19 epidemic. Travel constraints, health concerns, and social isolation have all contributed to a considerable drop in overnight visitors. This has the potential to damage the hotel's revenue and financial stability. Hotels must maintain a high level of service and visitor experience despite current constraints. A hotel's reputation can benefit from providing good service throughout the new normal. As a result, it is critical for the management of MG Setos Hotel Semarang to plan ahead of time and innovate in order to address the challenges that have arisen. The purpose of this study is to determine how MGSetos Hotel Semarang can boost brand recognition by using the Integrated Marketing Communication (IMC) approach. This study employs qualitative research methods such as interviews, observations, and documentation to acquire data. The triangulation of sources, procedures, and time ensures the veracity of the data employed. According to the research findings, MGSetos Hotel Semarang has created an integrated marketing communication plan to improve brand awareness, however its implementation has been subpar. Using this method can raise hotel brand awareness in the community even if it is not presently at the forefront of people's minds. This study has substantial practical implications for hospitality firms operating in unpredictable times.

The Development of “Batik Sendang” and Integrated Marketing Communication Strategy using a Mathematical Model Approach

The aim of this research are to ascertain, investigate, and evaluate the degree to which the creation of innovative economic products for Sendang Paciran batik clothing and the use of an integrated marketing communication strategy have an impact on the tourism appeal of Sendang Agung and Sendang Duwur Villages Paciran District. The explanatory survey method is employed in this research. The results of the research show that even though the villages of Sendang Agung and Sendang Duwur Paciran have built an integrated marketing communication plan for creative economic products, more work has to be done on it. This is evident from the responses of the vast majority of respondents who concurred with the posed questions. However, of the four forming parts of integrated marketing communications, public relations, publicity, and advertising are the forming factors with the strongest role and are the ones that have been executed the best.

FEATURES OF MARKETING MANAGEMENT ORGANIZATION AT PHARMACEUTICAL ENTERPRISES

The article reveals the peculiarities of organization of marketing management at pharmaceutical enterprises and defines its place in achieving maximum economic efficiency. It is established that the role of marketing as a process begins with the study of demand and identification of customer needs/desires, and then supply - satisfaction of these needs/desires. It is proved that fundamental changes in the business environment are achieved through marketing management. Marketing management is aimed at ensuring the stability of all areas of enterprise activity in modern market conditions. In a broad sense, marketing management at pharmaceutical enterprises includes the use of various marketing tools to make pharmaceutical products available to customers. It has been found that a successful organization of marketing management at pharmaceutical enterprises will provide competitive advantages in achieving business goals by attracting new customers and penetrating new markets. The author proves that it is advisable for pharmaceutical enterprises to study the direction of practical application of a product/service, ways of its distribution, pricing, PR, advertising, branding, trade channels, use marketing communications and other types of interaction with customers. It is substantiated that marketing involves the actions of pharmaceutical marketers to create demand for goods/services, stimulate sales through their own marketing communications plan, along with market research, pricing, positioning and marketing policy. It has been determined that improving the system of organization of marketing management at pharmaceutical enterprises will help to successfully promote the organization and achieve a competitive position in the pharmaceutical market.

Marketing Communication Strategy in Preserving Lok Baintan Floating Market Tourism Destinations, Banjar Regency

Improvement of the South Kalimantan tourist area to be successful must be made through a partially integrated arrangement and development that remains integrated with other tourist areas, namely the Lok Baintan Floating Market. The researcher analyzes the marketing communication strategy and the process of implementing the marketing communication strategy and tries to find an effective marketing communication model for maintaining and promoting the product image and the existence of the Lok Baintan Floating Market. This research is qualitative, and it can produce descriptive data. Researchers also explore the object under study, with several vital informants who become sources in helping researchers to describe and examine content and marketing communication planning steps carried out through message content design, message design, media and other components as a persuasive communication medium in conveying messages. Tourism products and explain the results of research studies on marketing communication strategy activities. This study uses Austin Babrow's PIT Theory stating that humans have two orientation tendencies: Probabilistic and Evaluative. The researcher made MOKOMPAR LOBA based on the analysis IMC made based on identifying targets, analyzing goals, developing strategies and evaluating processes supporting marketing communication activities programs. MOKOMPAR LOBA describes an integrated marketing communication model, namely the concept of planning the delivery of persuasive communication through integrated marketing communication mix messages.

Proposed Marketing Strategy for Honda WR-V to Improve Brand Awareness and Customers’ Purchase Intention in Central Java and Yogyakarta

Honda WR-V was officially launched in Indonesia in November 2022. This Small SUV car is now being promoted around Indonesia, including Central Java and Yogyakarta area. As a new released car, this car should be promoted routinely by the company who represents Honda for Central Java and Yogyakarta. However, that did not seem to be the case as the company was focused on other unit marketing campaign and only relied on uploading simple social media content as well as displaying the car in dealers’ exhibitions. The company’s marketing team needed to create a well-planned marketing strategy to further improve customers’ brand awareness towards this car and to convince them that this car is superior compared to its competitors in the same segment. Thus, it could eventually lead to increase customers’ purchase intention. This study is conducted to understand customers’ brand awareness and perceptions towards Honda WR-V in Central Java and Yogyakarta, and to understand customers’ complex buying behaviour to purchase a car. Focus group discussions were conducted with 20 respondents to gain insights from their point of views. The proposed strategy was developed from internal and external analysis which was summarized into SWOT analysis and TOWS matrix. These findings then were developed into an integrated marketing communication plan as the final proposed marketing strategy for the company to further improve brand awareness and customers’ purchase intention towards Honda WR-V.

THE ROLE OF SYMBOLIC INTERACTION IN THE PLANNING OF MARKETING COMMUNICATION THROUGH SOCIAL MEDIA (A CASE STUDY OF INSTAGRAM @KULINERTANJUNGPINANG)

Marketing is essential for a company to achieve specific goals. Marketing communication planning is not spared from communication with links between communicants to build interaction and meaning or symbolic interaction. The development of technology and information today requires entrepreneurs to develop marketing strategies in a more modern direction most effectively and efficiently as much as possible. Therefore, internet-based marketing has grown into a popular modern marketing strategy. One of the internet-based platforms often used by business people to promote their products is social media, such as Instagram. @kulinertanjungpinang is an example of an Instagram account that is often a place for marketing. This research was conducted to examine the role of symbolic interactions in marketing communication planning through the @kulinertanjungpinang Instagram account. In this marketing research, symbolic interaction and communication become interrelated so that each other must work together to facilitate marketing communication. This study uses the symbolic interaction theory of Marketing Communication Planning and the concept of Instagram. The approach used in this study is qualitative research with case study strategies. Data collection involves in-depth interview techniques, documentation, and direct observation. In this study, there was an interaction in the @kulinertanjungpinang marketing process because of the interaction and marketing communications planning that reached consumers to advertise on the account.

“RAUNAS BRUĢAKMENS” LTD MARKETING COMMUNICATIONS RESEARCH

Research of marketing communications of "Raunas Bruģakmens" LTD. Research problem “Raunas Bruģakmens” LTD does not use all types of marketing communication availabilities to the company effectively. Detailed planning of marketing communications can help a company to make marketing activities more targeted and with a higher potential return, which can bring positive results to new customers. Purpose of the research: to study the work, activities and marketing communications offers of "Raunas Bruģakmens" LTD. Marketing communication and its management are being tested. The marketing communication processes of "Raunas Bruģakmens" LTD are described and evaluated. After analysing the existing marketing communications plans, the author compiled several applications and made proposals for the Raunas Bruģakmens marketing communications plan for 2021. The theoretical literature was used, as well as periodicals. "Raunas Bruģakmens" LTD has no published materials and research articles on marketing planning processes.

Critical Evaluation of Cultural Differences Between the UK and China Markets for Fashion Clothing: Identifying Links Between Marketing Communications Necessary for Success in Both Countries

This paper aims to explore the development of UK fashion clothing brands and their associated marketing communication plans to identify effective advertising methods that can facilitate expansion into the Chinese fashion clothing market. The research critically evaluates the psychology and buying behavior of young consumers in the UK and China to understand cultural differences and to better inform successful advertising strategies in both countries. In addition, the study assesses and identifies the relevant factors that affect the purchasing behavior of UK and Chinese consumers in the fashion clothing industry. The key finding is that UK fashion clothing brands, such as TOP SHOP and River Island, can optimize their marketing communication outputs to increase their chances of success in the Chinese market. The paper concludes that a better understanding of cultural differences and effective marketing strategies can help UK fashion clothing brands expand into the Chinese market.

The Contribution of Branded Games for the LEGO Ninjago Brand Narrative

This study will examine how branded games in the LEGO Ninjago franchise communicate the brand narrative through their mechanical, semiotic and referential design. Digital games as communicative tools facilitate a new paradigm of marketing focusing on experience creation through integrated marketing communication plans. The LEGO brand creates highly successful games that communicate the brand effectively. To explore the possibilities and counteract the simplistic use of branded games, this study introduces an innovative framework to formally analyze branded games and their communication of a brand narrative through mechanical, semiotic and referential layers. This framework introduces formal game design to advertising studies, while dragging game studies into branded ecosystems. Using the framework, we analyze LEGO Ninjago the Movie – The Videogame, to identify how this paid digital game expands the Ninjago universe and fulfills specific marketing purposes oriented to LEGO toy sets. Our analysis shows that on a mechanical and semiotic layer, the game presents a standalone experience catering to the universe of the Ninjago movie and the values of the Ninjago brand narrative. However, by framing the whole game as LEGO– in its materiality and interactable objects – the LEGO brand narrative of creative construction informs the act of play. The referential design in these games makes use of playful disruption of rules to instill additive comprehension in the player related to purchasable sets and content.

CIKAMPAK FASHION OUTLET MARKETING COMMUNICATION STRATEGY IN INCREASING PUBLIC INTENTION TO BUY

Abstract:
 The marketing communication strategy is designed to determine the goals and direction of marketing in a business related to positioning, objectives and elements of the marketing mix. This qualitative study aims to obtain information about the communication plan in the field of marketing carried out by the Cikampak Fashion Outlet to increase the willingness to buy in the community. This study involved shop owners and several store employees who were positioned as research informants. This research uses qualitative research with direct observation techniques and data collection through interviews. This research focuses on how the product quality strategy and pricing strategy at Fashion Outlet Cikampak increase people's buying interest. Reducing data, presenting facts, and drawing conclusions are the methods of data analysis in this study. The results obtained indicate that Fashion Outlet Cikampak has a successful marketing communication plan that increases consumer interest in the advertised goods. This shows that, to achieve the desired target market, companies must develop a well-thought-out marketing strategy to achieve the initial goals.
 
 Keywords: Marketing Communication Strategy, Public Purchase Intention

Marketing Communication Strategy of Padang Bindu Village (Descriptive Analysis of Destination Branding Tourism Objects Goa Putri and Goa Harimau)

The purpose of this research is to create tourist items in the village of Padang Bindu, Semidang Aji District, Ogan Komering Ulu, to aid in the preservation of national culture and the environment. However, tourist arrivals remain very modest and have not increased. Researchers are attempting to determine how Padang Bindu Village's marketing communication plan is implemented. Researchers employ destination branding theory in order to establish the brand (branding) of this tour. The researchers used a qualitative descriptive methodology in this study. The information was gathered through observations, documentation, and interviews with marketing and tourism destination development experts, youth leaders, village chiefs, and cultural leaders in Padang Bindu Village. The findings revealed that the strategic plan implemented by the Padang Bindu Village Village Head, the local community, and the government in marketing the Padang Bindu Tourism Village was carried out in three (three) stages, namely conducting research and mapping, planning activities, and publishing. The results of Padang Bindu Village's marketing communication strategy research have revealed underutilized outcomes, as seen by an increase in the number of tourist visits to Padang Bindu Village as a result of government and private sector activities. The local community situation is still problematic.

Marketing Communication Plan of Mega Star Event Planner Innovation to Survive During and Post-Pandemic

The pandemic situation that has been ongoing from March 2020 to 2021 has plunged the event industry. This is also felt by the Mega Star Event Planner business that offers event planning services. The right strategy is needed to survive and sustain its business during and after a pandemic. Therefore, the Mega Star Event Planner will innovate by developing their product, which is to create an event package with the COVID-19 protocol starting from swab tests and strict procedure in physical distancing. This marketing communication plan that was created to market the results of this innovation was made using the SOSTAC method developed by PR Smith. This plan is entitled Marketing Communication Plan of the Mega Star Event Planner Innovation Results with the aim of Mega Star Event Planner business surviving during and after the pandemic.

Understanding donor preferences to optimise charity marketing and communications

This case study explores how a leading charity, the British Heart Foundation (BHF), used research to ensure that the focus of its marketing and communications contributed to a story that people found engaging and were compelled to support. Amongst some staff, there was a view that the methodology of some of the BHF’s previous market research was not robust enough and that studies often lacked the quantitative data needed to develop marketing and communication strategies with confidence. Behavioural economics shows that there is usually a disconnect between what people say they will do and what they do in real life, the BHF wanted to develop a methodology that would interrogate this paradox. In doing so, it hoped to identify the areas of its work the public found most engaging and which would encourage people to support them. This insight would then be used to inform their new marketing communications plans. This note explains what the BHF learnt from involving explicit and implicit testing via a mix of qualitative and quantitative techniques.

The Art of Luxury: Sealy Brand Personality Identification

Sealy is one of luxury mattress brands in the global market that since 2013 strives to have a successful business in the Indonesia luxury mattress market. In Indonesia, Sealy competes directly with many top collection models from several other international mattress brands. To face the competition, Sealy needs brand personality. This research aims to identify Sealy's brand personality, which can be used as a guideline for the company when setting up its marketing communication plan. This research's methods are qualitative, and as desk research, the unit analysis are both product-related and non-product-related characteristics of Sealy that called drivers. This research constructs a category based on 42 traits, 15 facets, and 5 dimensions of Aaker’s brand personality framework to analyze Sealy's specific brand drivers. The result is that Sealy main personalities are leader and upper class from competence and sophistication dimensions.

Komunikasi Pemasaran PT. Halal Network International Herba Penawar Alwahida Indonesia Dalam Meningkatkan Minat Beli Masyarakat

This study aims to analyze the Marketing Communication of PT. International Halal Network Alwahida Indonesian Herba Bidder (HNI HPAI) In Increasing People's Purchase Interest. The research method used is qualitative research. The data collection technique was carried out by interviewing, after which data analysis was carried out with the stages of reducing, categorizing the data, presenting the final data to draw conclusions. The results of this study found that BC 3 Medan HNI HPAI did not make marketing communication plans as mentioned in the marketing communication planning theory but they put forward real work rather than just plans. In the implementation of marketing communications carried out by BC 3 Medan HNI HPAI they did by holding events such as Home Sharing (HS), seminars on HNI HPAI, whether it contains motivation, introduction to companies and their products, to education about thibbunnabawi. During the implementation of marketing communications, of course the BC 3 HNI HPAI experienced obstacles. The obstacles they experience are of course the rejections that come from consumers and potential consumers. to increase this self-confidence, leaders can attend seminars held by HNI HPAI. The seminars that are held contain motivations that can inspire enthusiasm, as well as inspire the spirit and spirit of the leader himself.

Brand placement in Web Series: Assessing consumer attitudes in India

Reports indicate that 49% of adults in India spend at least 2-3 hours consuming OTT media, rather than watching conventional television. With such changes in the way the general population is exposed to content, brands have also been adapting to the new patterns that this study investigates. This study was conducted to assess consumers’ attitudes and acceptance towards brand placement in the novel media format of web series based on the Technology Acceptance Model (TAM). This study, based on a survey of 278 individuals from Urban India settings, was conducted using a self-report questionnaire adapted from F Davis’s Perceived Usefulness, Perceived Ease of Use and User Acceptance of TAM questionnaire (1989). The study supports TAM and recognizes that the frequency of viewing Web Series directly relates to brand recall (R = 0.57, p < .001). Product/brand placement yields brand awareness for unknown or unpopular brands and provide evidence for higher engagement with the placement when the audiences have pre-existing positive attitudes towards the brand (t (277) = 27.11, p = .01). This study also confirms that TAM as a relevant model can be applied to understand how regularity and duration of viewing affect attitudes towards brands and their placement in Web Series. Brand placement in Web Series is perceived as useful and largely determines brand name recall. Thus, marketers should strategically consider using brand placement in Web Series as a part of their marketing communication plan, especially as this media with other related forms of advertisement are important for brands to keep up with the industry’s communication challenges.

Case teaching note: Designing a multiple sting, digitally focussed, marketing communications campaign plan for Cirque du Soleil’s next London show. Group role play seminar activity.

This armchair created case is based on the events marketing challenge of selling a perishable service, seats for a Cirque du Soleil winter show series, located temporarily at London’s iconic Royal Albert Hall venue. A real-world advertising agency client campaign brief format is used as the core case body content to provide a concise and rich problem statement. Preparing initially individually and then working in small groups, students are invited to address the campaign brief, building a digitally focussed, integrated marketing communications plan. Students are required to use their marketing knowledge of the RACE and AIDA frameworks, tentpole and content marketing and to apply their understanding of personas and segmentation. The role play format also offers the opportunity for students to reflect on their team working skills.

Ayushman Bharat: Service Adoption Challenges in Universal Healthcare System

The Ayushman Bharat, the universal healthcare scheme in India, faced service adoption challenges after its launch in 2018. It was an enigma for the top management in Ayushman Bharat regarding slower service adoption of a free mass healthcare coverage scheme by the target population. The case focuses on the service adoption challenges from patient and physician perspectives while implementing a universal healthcare system. It provides insights to policymakers, physicians, service operations managers, and healthcare administrators regarding managing the universal healthcare system’s implementation challenges in a developing country context. Research questions/Objective: This study aims to understand service adoption challenges in a universal healthcare system setting. The study explores the following research questions: How is service adoption theory applied in a universal health coverage program? What should be the integrated marketing communication plan to improve the awareness about a universal healthcare program? Links to theory: The study uses service adoption theory. It analyzes service adoption challenges for the universal healthcare system in India called Ayushman Bharat. It also uses literature on the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Phenomenon studied: The case study uses pan India patient and physician data to explore service adoption issues in Ayushman Bharat - a universal healthcare scheme in India. Case context: The primary data collected through the field (hospital) visits and interaction with patients and physicians of Ayushman Bharat form the basis of this case study. Findings: The study emphasizes on performance expectancy, ease in availing of the service, positive social influence, and facilitating conditions for service delivery of Ayushman Bharat. The Ayushman Bharat scheme’s performance expectancy means how being a healthy individual would contribute to better performance at the workplace. The effort expectancy is the level of ease an eligible Ayushman Bharat scheme can avail the service at the empanelled hospital. The social acceptance of the Ayushman Bharat scheme by friends, peers, and people in the vicinity would create a positive social influence. The facilitating conditions in the Ayushman Bharat scheme are the government’s capacity to provide organizational and technological infrastructure to support this universal healthcare program. Discussions: The use of service adoption theory and the UTAUT model to enhance the adoption of the universal healthcare system in India have been discussed in the case study.