Marketing Promotion Research Articles

Impact of Promotion Over the Marketing of New Products

Marketing of trade comprising conveying services needs that the businesses create their vital resolution. This verdict distresses the entire publicising databases of the industry, humbly putting the advertising approach. These limited contributions are not individual excessive purchaser appointment approach, however, they similarly support in what pattern the business value the customer and appointment and devotion are indispensable for some fruitful development marketing approach. Promotion is a vigorous element of existence and expansion, deprived of acceptable promotion harvests may not vend, while they their stability is in hesitation. The marketing promotion encompasses publicity individual vending sales elevation, community relatives and straight advertising is frequently related with allure and ostentation. Primary quantitative method has been used and primary source of data has been gathered for authentication of this research from the surveys of 55 people. Approximately clear demonstrations and illustrations have been acknowledged in this portion for recovering the gratitude and thoughtful of this context.IBM SPSS tool has been used for the data analysis and it was created through the significant value, descriptive statistics and regression table. The promotion of the new launching products and its impact on the business marketing and the pattern of this impact have been evaluated there. The collected data has been established by the dependent and independent variables

K-Pop Fandoms Loyalist Phenomenon: Fans Participatory Branding on Social Media Content Practices Distribution in Indonesia

Korean pop music, or K-pop, has become one of the most dynamically distributed forms of pop culture in the global pop market through these ‘social distribution networks. This article explores the ways that this new mode of social distribution is characterized by bottom-up grassroots aspects as well as corporate-controlled top-down aspects by analyzing the recent dynamics and practices of K-pop consumption circulation on social media. This article examines the relationship between K-pop boybands and their fandoms in Indonesia as mediated by YouTube content platforms, using a case study Going Seventeen YouTube Content. It investigates the socioemotional organization of online interaction orders in K-pop fan communities, the emotional forms of expression, and the social assessment of their loyalist. The result of this research found that the Going Seventeen YouTube Content variable affected the Seventeen K-Pop Boyband Fan loyalty to 46% and the rest was influenced by other factors. In conclusion, as an exemplary cultural product, K-pop is creating fans as consumer-added value. It is necessary to establish fandom measures to integrate sustainable marketing promotion.

Women in community-based museums of memory in Colombia. Their struggle for peace building

ABSTRACT Institutional strengthening, securitisation, free market promotion, and development policy implementation are foundational elements of liberal peace. However, the creation of an inferior colonisable other sustains this link and has justified programmes of violent repression and silencing. Decolonial, post-liberal, localised, and feminist peace-building stances condemn those power structures and promote alternative means of achieving well-being and social transformation. Women have played a significant role in these struggles in Colombia. Among other initiatives, feminist and women’s social movements have embraced works of memory, including museums of memory, as mechanisms to produce difficult knowledge about their painful past and alternative ways to build peace. This article explores the role of women in peace-building process via case studies of two community-based museums of memory in Colombia. Cases analysed embody ways in which knowledge is created regarding war, suffering, and reflection on the significance of living a dignified life, pursuing well-being, social justice, and peaceful coexistence. Memories gathered in these museums not only recount victimising incidents but also testify to how women elevate the discussion about the colonial and patriarchal roots underpinning Colombia’s decades-long armed conflict, and how it relates to development. Findings contribute to the discussion on the challenges of peace building, which include imagining roles for women in producing knowledge beyond the stereotypes that are imposed on us, even in peace.

Implementasi Strategi Pemasaran Produk Lampu Led Pada Pt. Inti Trada Elektro Semarang

This study aims to analyze the marketing strategy implemented. The marketing strategy is a series of plans as a joint tool to achieve the long-term goals set by the company. The marketing strategy provides direction for each company to control all aspects in order to achieve the company's goals in meeting consumer demands and needs. This research is a qualitative descriptive research. By taking respondents from several sources who are considered appropriate to become resource persons for research. The research results are that the location research has implemented a marketing promotion strategy to increase sales turnover. Sales promotions that are utilized include Personal selling, Sales Promotion and Direct Marketing. The problems faced by the company resulted in fluctuations in sales targets, lack of promotional media aimed at providing information on ongoing promotions and high costs for promotions aimed at increasing consumer brand awareness.

Developing and Enhancing the Marketing Promotion of OTOP Products with Geography Identities (GI) by Integrating the Complete Community-based Tourism Promotion

Background and Aims: OTOP (One Tambon One Product) was established in 2001 under the economic threat by applying local wisdom to produce and create unique products, as well as creating jobs and income for the community, which encourages the community to be self-reliant. In addition, the global tourism industry tends to grow all the time and is the driving force of the global economy to develop continuously, which contributes to the increase of potential tourists in tourism. If the integration of community tourism management combined with the marketing promotion of community products will create enormous potential. Therefore, this research has the objectives (1) to study the information and potential of the community, (2) to study and explore community products, (3) To develop and upgrade OTOP products with Geography Identities (GI) in line with the integrated integration of community-based tourism promotion, and (4) to promote the sale of OTOP products with Geography Identities (GI) in parallel with the integration of comprehensive community-based tourism promotion. Materials and Methods: The research tools were semi-structured interviews, observational forms, and recordings with a target population of 50 people, and using content analysis. Results: The research results showed that (1) Non-Buri Subdistrict had a total of 11 villages, with a total population of 5,760 people, and 1,330 households, being a community with the potential of both OTOP products, and beautiful natural attractions in the area such as the Sirindhorn Dinosaur Museum (Dinosaur skeleton), Wat Phu Sing located on the top of the mountain has a beautiful view, and Thepsuda Bridge over Lam Pao Dam, etc. (2) There are a lot of community products, such as products from hand-woven fabrics that are transformed into dinosaur-shaped keychains, hand-woven fabric with dinosaur pattern, dinosaur shirt, home decoration flags, Hand-woven cotton fabric with dinosaur pattern, A wicker hat woven with bamboo, Bags made from hand-woven cloth with dinosaur patterns. Products made from Kaentawan herbs such as shampoo, and soap. And products from fish such as Fermented fish paste, dried fish, fermented fish, and Chaew Bong made from fermented fish, etc. (3) The community needs to expand the results into the development of a prototype product with a local identity, namely “Phu Kum Khao dinosaur-patterned hand-woven fabric product”. And (4) promoting the promotion of OTOP products with community Geography Identities (GI) in parallel with the integration of comprehensive community-based tourism promotion by creating marketing channels or finding a market/promotion of buying-selling, Phu Kum Khao dinosaur hand-woven fabric product is “Smart Agi Shop”, An intelligent community market where this system will be a sales channel between buyers-sellers meet to negotiate a deal, have a purchase order system, order reservations. Conclusion: the local government should be further developed by including it as a local ordinance to develop and support the budget for expansion to other areas. And development, upgrade, and promotion of OTOP products with Geography Identities (GI).

Strategi Promosi Terhadap Peningkatan Volume Penjualan Pada Toko Redjo AC Sukoharjo

The market for the need for electronic goods such as air conditioners is much sought after by the public, which is marked by the large number of dealers or electronics stores that sell air conditioners. This has the impact of causing competition between business actors to attract consumers to buy. In this study the method used by researchers used data collection methods through observation, interviews, and documentation directly in the field, with qualitative descriptive analysis techniques and SWOT analysis using SWOT matrix analysis tools. The purpose of this research is to find out the promotion strategy that is run by Redjo AC store and the right promotion strategy to use it. The right promotion strategy to be carried out by the Redjo AC Sukoharjo store is a direct marketing promotion strategy because it will make consumers feel served by their air conditioning needs, what consumers want will be what they want and will make consumers loyal and will recommend to others

Social Media Marketing Influencer: Literature Review on Promotional Strategies Using the Influence of Social Media Celebrities

Social media marketing influencer is one of the digital marketing promotion strategies that is known to be very effective in approaching consumers. This research is a literature review study that aims to discuss more deeply about social media marketing by using celebrity influencers as their online marketing communication in approaching potential consumers. Researchers take international articles from the data base of publishers Elsevier, Scopus and emerald that are in accordance with the study studied. From the articles that researchers have obtained, reviews are carried out to take important points about influencer social media marketing information. The result of this study is that promotional strategies that use celebrity influencer social media marketing are known to be more influential than other celebrities, because consumers feel more intense and feel close to the daily activities of celebrity influencers on social media. This research contributes as one of the literatures that discusses the study of digital marketing in social media and is expected to be a reference for readers and other researchers who want to examine the study of the same phenomenon regarding digital marketing promotion strategies using social media influencers.

Pengaruh Komunukasi Pemasaran Sebagai Promosi untuk Usaha Kecil Menengah


 
 To turn innovative ideas into viable businesses, an entrepreneur collects and brings together all the essential resources, such as money, people, business model, strategy and willingness to take risks. The marketing mix consists of four elements: product, price, location and promotion. Promotion as part of the marketing mix has a number of obstacles in terms of the effectiveness and efficiency of the marketing message to be conveyed. As a result, the concept of integrated marketing communication emerged, which integrates several marketing communication strategies to increase the effectiveness and efficiency of integrated marketing messages. An entrepreneur's ability to sell his brand will be aided by the knowledge, understanding and application of integrated marketing communications. The purpose of this study is to conduct a theoretical investigation of the relationship between entrepreneurship and integrated marketing communication as a marketing promotion approach. If done right, integrated marketing communications can help entrepreneurs introduce, form a positive impression, and retain clients for their companies.
 Keywords: Communication, Marketing, Entrepreneurship.

1.89 $ kg-1 Lake-Water-Based Semisolid Electrolytes for Highly Efficient Energy Storage.

Solid electrolytes with fast ion kinetics and superior mechanical properties are critical to electrochemical energy devices; however, how to design low-cost, high-performance solid electrolytes has become a critical challenge in the energy field, and significant progress has not been achieved until now. Here, lake-water-based semisolid electrolytes with a low cost of 1.89 $ kg-1 have been put forward for the purpose of market promotion. By virtue of the palygorskite dopants and lake water source, the electrolytes display satisfying mechanical, electrical, and electrochemical properties as well as economic benefits. The application potential of electrolytes has been demonstrated by employing a polyelectrolyte with ionic conductivity of 0.82 × 10-4 S cm-1 in flexible supercapacitors. The as-assembled devices give a high energy density of 54.72 Wh kg-1 and excellent cycling stability with a capacity retention of 94.8% over 20 000 cycles. The flexibility of devices has been verified through 5000 repetitive bending tests. Our work presents insight into the design of flexible solid electrolytes based on cheap and green raw materials.

Influences of mental accounting on consumption decisions: asymmetric effect of a scarcity mindset.

A scarcity mindset is considered to impact consumer behaviors. Our research aimed to examine the moderating effect of the scarcity mindset on the relationship between mental accounting and hedonic (vs. utilitarian) consumption. We conducted an online experimental design (mental accounting: windfall gains vs. hard-earning gains; consumption: hedonic products vs. utilitarian products) and verified our hypotheses in two distinct samples: a student sample and an adult sample. Our results showed that consumers who received windfall gains tended to use it for hedonic consumption rather than utilitarian consumption. Intriguingly, such an effect was insignificant under a high level of a scarcity mindset but significant under a low level of the scarcity mindset. Moreover, consumers who received hard-earning gains tended to spend the money on utilitarian (vs. hedonic) consumption. However, we did not detect the impact of the scarcity mindset on such effects. Our research suggested an asymmetric effect of the scarcity mindset on hedonic (vs. utilitarian) consumption under two different mental accounts. It highlights the important role of the scarcity mindset in consumer behaviors, which leaves avenues for future research to understand marketing promotion strategies for distinct products.

The Implementation of Digital Marketing in Brand Promotion

Digital marketing is an innovative marketing model or means of marketing. With the emergence and development of the Internet and Web 1.0, the concept of digital marketing was first proposed and began to be developed. This research analyzes how to use social media, search engine and brand promotion to implement digital marketing and how these three aspects bring advantages to digital marketing. The necessity of social media to enhance brand value is determined and flexibly meet the diverse needs of consumers. Social media conforms to the 4C marketing method, user service capabilities, marketing service costs, marketing interaction and marketing promotion channels. The huge traffic contained in popular short videos is the embodiment of the most common marketing model on social media. The search engine is an important part of digital marketing. It mainly helps companies to gain benefits and brand value by providing users with a large amount of expected content. The exposure brought by social media can provide the engine with a large number of customers and clicks further transform into commercial value. Brand promotion in the digital age usually appears in the form of video, pictures and audio and is presented on social media and search engines. These advertisements will be accurately pushed to potential customers on social media and search engines to generate benefits. In general, social media, search engines and brand promotion can help companies and organizations effectively implement brand promotion.

The Development of a Creative Program for Digitizing the Potential of Tourism Villages through Sport Tourism in Singkarak Lake, Solok Regency

Increasing the number of tourist visits to a destination is an indicator of the success of an effective marketing promotion strategy. The selection of an effective marketing promotion strategy that is in accordance with market trends is an absolute must. One of the effective media in the promotion of destination marketing is to use digital marketing media and sport tourism. Lake Singkarak is one of the villages that makes tourism as one of the sectors driving the economy of its people. Lake Singkarak has considerable potential including cultural tourism, nature tourism and educational tourism. Lake Singkarak has a weakness in terms of marketing promotion, so that the increase in the number of visits is not significant.Community service programs are expected to be the solution. Activities carried out are village tourism workshops, and interesting sport tourism to be able to travel on Lake Singkarak.

FINANCIAL MARKETING AND ITS DEVELOPMENT PROSPECTS IN UKRAINE

This article is devoted to the study of financial marketing and its development prospects in Ukraine. Financial marketing is an important tool for financial institutions, companies and organizations that helps to achieve success in a competitive market. The article examines the basic concepts and principles of financial marketing, such as market segmentation, target positioning, product development, and market promotion. The author analyzes the differences and disagreements between such concepts as: financial marketing and marketing of financial services. The author’s definition of financial marketing is provided as “the process of planning, implementation and control of marketing strategies and activities aimed at the formation, promotion and promotion of financial products and services, attracting new customers, increasing sales of financial assets and maintaining relations with existing customers in the financial sector”. Special attention is paid to the analysis of prospects for the development of financial marketing in Ukraine. Current trends and challenges faced by financial institutions in Ukraine are considered. The importance of innovations and technologies in financial marketing is noted, as well as the impact of digitalization on the development of this field of activity. The author of the article predicts the future development of financial marketing in Ukraine and formulates recommendations for achieving competitive advantages by financial institutions under the conditions of applying marketing innovations. This article is based on current research and professional literary sources, and also takes into account the specifics of the development of the financial services market of Ukraine. It can be useful for specialists in the field of finance, marketing and strategic management, as well as for business leaders and managers who are interested in issues of the financial sphere in Ukraine.

Marketing of bambara nut (okpa): Unlocking its potential for food and income security in Udenu Local Government Area, of Enugu State, Nigeria

The work was carried out to analyze marketing of Bambara nut : unlocking its potential for food and income security in Udenu Local Government Area of Enugu State, Nigeria. Considering its perceived high consumption in the study area and following some challenges in the supply of the produce. The specific objectives of the study described the various marketing functions performed by the marketers; estimated the cost and returns associated in bambara nut marketing in the study area; ascertained the factors that influence the net return from bambara nut marketers and identified the constraints faced by bambara nut marketers in the study area. Two (2) major markets in the study area were purposively selected; random sampling technique was used in selecting the respondents for the study. Data were collected from 80 respondents using a structured questionnaire. Data were analyzed using descriptive statistical tools such as; percentage, mean and frequencies, budgetary techniques and Ordinary Least Square (OLS) regression. The most common marketing functions performed by the marketers were identified to include exchange and physical functions. Result showed that mean net return from bambara marketing was ₦205251.12; cost benefit ratio was 1.26 and profitability index of the marketers was 0.21. The significant variables that affect net returns include household size (1%), marketing experience (1%), sex (1%), access to credit (10%), cooperative membership (1%), purchase cost (1%). However, high cost of transportation was the major constraint to marketing in the area. Marketers were recommended to undertake facilitating function which is used to describe those activities which make the exchange and physical distribution processes possible such as product standardization and grading, market promotion, financing, risk bearing and market intelligence.

ASURANSI SYARIAH: BAGAIMANA KEDEPANNYA?

Syarikat Takaful Indonesia (Takaful Indonesia) in 1994. The research method used in this research is literature study (Case Study) analyzing from books or various studies that have been done previously. This study aims to critically examine sharia insurance and what will happen in the future? The result of this research is that the birth of Takaful Indonesia as a holding company for PT Asuransi Takaful Keluarga and PT Asuransi Takaful Umum, the first Life and General Sharia Insurance in Indonesia, is the result of commitment and concern for various elements of the nation towards the development of the sharia economy, especially sharia insurance in Indonesia. According to OJK data, as of November 2019, sharia insurance assets against conventional insurance showed a figure of 6.17% or Rp 44.75 trillion (OJK, 2019). To improve and enhance the promotion of the sharia insurance market, support from all parties, be it the government, industry and stakeholders, especially in an effort to increase sharia insurance literacy effectively and massively through socialization of public education.Keywords: Sharia Insurance, Takaful, Life Sharia General Insurance

Analysis of the influence of digital marketing, brand image, and price perception on purchase intention and brand loyalty in Uniqlo apparel products

Nowadays online shopping industry is growing rapidly, and social media platforms are a major part of promotional activities for many companies in Indonesia. The research aims to examine the relationship between price perception, brand image and digital marketing variables and purchase intention and brand loyalty. Design research is a quantitative research using a survey method with a questionnaire; the sampling technique is purposive random sampling. Using a structural equation modeling approach with AMOS software and 303 respondents, results show that price perception corporate image, and digital marketing promotion activities have significant and positive effects on purchase intention, while brand image does not directly have a significant effect on purchase intention. Furthermore, purchase intention has a significant effect on brand loyalty.

Tourism Village Development through Media Extension and Marketing Promotion Communication

Tourism villages are community-based and sustainable development, aiming to improve people's welfare, environmental and cultural sustainability, and improve the quality of human resources. Efforts to increase tourist visits to tourist villages by conducting marketing promotions. The key to marketing promotion is proper communication with potential tourists using the right media. The purpose of this study was to analyze the application of integrated marketing communication for tourism village marketing promotions. The theory used is Robyn Blakeman's integrated marketing communication theory. This study uses a mixed method with data collection through questionnaires, observation, in-depth interviews, and Focus Group Discussion (FGD). Data were analyzed using quantitative descriptive analysis and qualitative analysis. The research informants came from elements of the village government, tourism village managers, women's groups, and business groups. The research location was in Cikakak Village, Wangon District, Banyumas Regency, Central Java Province, Indonesia. The research results show: (1) Media have been implemented, with different application intensities. (2) Promotional media that are often or always used include public relations, social media, the internet, telephone and SMS, alternative media, and personal selling. (3) Promotional media that are rarely used include advertising, billboards, direct marketing, and sales promotion media that are rarely used include advertising, billboards, direct marketing, and sales promotion.

The Impact of Modern Business Disruption on Heritage Brands: A Resiliency Model for the Packaged Food Product Industry

Heritage Brands of packaged food products have been used as a superficial and ambiguous marketing promotions moniker. The study first tested consumer insights in successfully identifying heritage brands from non-heritage brands to formally establish the parameters and specific advantages of heritage brands. Second is the measure of heritage brands' strength in comparison to non-heritage brands under the light Main Brand Themes of Kevin Lane Keller, namely a) Brand Pleasure and Pain, b) Loyalty and Attachment, c) Relevance and Distinctiveness all against the backdrop of Modern Business Disruptions as the mediating variables. The study employed mixed methods using Grounded theory as a validating instrument necessary to create a list of actual and verified heritage brands under established parameters. Then it used Structural Equation Modelling (SEM) to test and evaluate the main brand themes relative to the heritage brands and modern business disruption. The respondents of the study were 256 individuals aged 21 years and above and currently residing in 16 cities and a lone municipality of Metro Manila. Results show that eleven (11) heritage brands are firmly identified from other categories of Packaged Food Product brands in the market. Likewise, through SEM, heritage brands faired significantly better than non-heritage brands for Brand Pleasure and Pain with a t-statistic of 3.0762, for Loyalty and Attachment with a t-statistic of 4.277, and finally, for Relevance and Distinctiveness with a t-statistic of 10.473. Based on the insights gathered, there is an observed consumer insight consensus towards the ability of heritage brands to retain their preferential status and immunity from modern business disruption in terms of main brand themes, which would otherwise decrease consumer adhesion. Keywords: Heritage Brand, Modern Business Disruption, Packaged Food Product, Brand Resilience, Main Brand Themes

Marketing Strategy Research for Liuzhou River Snail Noodles on European and American Cross-Border E-Commerce Platforms

With the continuous development of globalization and digitalization, cross-border e-commerce platforms have become an effective means of promoting and selling distinctive products in European and American countries. This study focuses on the marketing strategy of Liuzhou River Snail Noodles, a traditional Chinese delicacy, on cross-border e-commerce platforms in Europe and America. Through in-depth market research, consumer behavior analysis, and the collection of online sales data, we explore the market potential and challenges of Liuzhou River Snail Noodles on cross-border e-commerce platforms in European and American countries. The research reveals that Liuzhou River Snail Noodles possess a unique taste and cultural appeal, attracting the interest of a portion of European and American consumers. However, successfully marketing Liuzhou River Snail Noodles on cross-border e-commerce platforms requires overcoming multiple obstacles, including language and cultural differences, food safety standards, and logistics. Therefore, the development of practical market promotion strategies and brand building is crucial. Finally, this study offers several recommendations, including customized product packaging, active engagement on social media, and the establishment of partnerships, to assist Liuzhou River Snail Noodles in achieving success on cross-border e-commerce platforms in European and American countries. This research provides valuable insights and guidance for the promotion of Chinese specialty cuisine in international markets.

Research on the Influencing Factors of Precision Marketing in Commercial Banks from The Perspective of Data Mining

With the rapid development of financial technology, modern data mining techniques are becoming increasingly widespread in the banking industry. Telephone marketing, which offers interactivity, measurability, extensive spatial coverage, and database support, is an effective way for banks to promote their financial products. This study focuses on how to use existing customer data to explore the potential promotion value of bank financial products while meeting customer needs and to develop a telephone marketing model that is suitable for the era of big data. We begin by analyzing the data of a Portuguese bank to predict whether customers will sign a long-term deposit agreement and identify which features have a significant impact on the response variable. Univariate analysis is used to identify these features, and then the logistic regression model is employed to confirm them. Finally, the random forest model is used to identify the variables that have the greatest impact on customer response. After identifying these key variables, we analyze the reasons and provide improvement measures and optimization strategies for the telephone marketing promotion of bank financial products.