Marketing Techniques Research Articles

The impact of characters like Tony the Tiger and other child-targeted techniques used in food and beverage marketing.

Food marketing's impact is a function of exposure and power, both of which contribute to children's poor diet quality and obesity risk. Children's exposure to food marketing is well documented, however, few studies have assessed the impact of specific persuasive marketing techniques or aspects of 'power' on children. This study administered an online survey to 1,341 Canadian children (9-12 years) aiming to determine the impact of: (1) child-targeted vs. adult-targeted marketing, and (2) licensed characters vs. spokes characters on children's food preferences and behavioral intentions. Participants were randomized to a single condition in each survey part and viewed 3 static food advertisements displaying the features of that condition (e.g., child-targeted advertising or licensed characters), and answered 3 Likert-scale (5-point) questions after each exposure. For each condition within each research question, there were four outcome variables related to the impact of marketing on children: food preference, purchase intent, pester power, and total impact. ANOVA tested the difference in impact (Likert scores) between conditions overall and for each outcome, with Bonferroni post-hoc tests where necessary. A greater average total impact was observed among children exposed to child-targeted ads (mean Likert score 3.36) vs. adult-targeted ads (mean score 2.75; p < 0.001) or no marketing (mean score 2.81; p < 0.001). Children exposed to ads featuring spokes characters had a higher average total impact (mean score 3.98) vs. licensed characters (mean score 3.80; p < 0.001) and the control (i.e., no characters) (mean score 3.19; p < 0.001), and the total impact of licensed characters was greater than that of no characters. Similar trends were observed for all other outcomes. Overall, this study showed that child-targeted ads and those using characters - especially spokes characters - have a strong overall impact on children's food preferences, purchase intents, and pester power, and support the implementation of comprehensive marketing restrictions to protect children.

Evaluation of the Effect of Using Viral Marketing Techniques on Cruise Shipping Companies from The Customers' Point of View

Evaluation of the Effect of Using Viral Marketing Techniques on Cruise Shipping Companies from The Customers' Point of View

Availability of Modern E-Banking Services and its Impact on Customer Satisfaction

The banking sector is one of the most important pillars of any economy around the world, as it is the main source of financing and facilitating daily financial transactions. In Iraq, particularly in the Kurdistan Region, commercial and Islamic banks are progressing slowly. Since technology is a destiny rather than a choice, banks have to facilitate their services and reach customers faster and easier through e-banking practices. This study is attempting to shed light on the impact of these services combined (E-banking) on customer satisfaction in its five dimensions: security, privacy, cutting costs, simplicity &amp; speed, and convenience. In addition, it intends to find out whether the commercial banks in Duhok provide up-to-date electronic services. To conduct this, questionnaires were used to gather responses from customers and managers of three commercial banks in Duhok. The statistical program (SPSS) is used to analyze (132) questionnaires. Results showed that there are modern e-banking practices performed by all three banks. Moreover, it demonstrated that customers are satisfied with these services, yet, on different levels. This study included some recommendations such as security considerations, improving marketing techniques, mobile banking is a core element in e-banking. In addition, customers should be more connected to up-to-date e-services as an international request.

DIFFICULTIES IN THE ARTISANAL PROCESSING AND MARKETING OF LOCAL AGRICULTURAL PRODUCTS IN SENEGAL: CASE OF WOMEN PROCESSORS WHO ARE MEMBERS OF A GIE

For some time now, we have seen sustained development in agri-food product processing activities with the emergence of small and micro businesses. These processing activities are mainly carried out by women through GIEs. However, locally processed products have great difficulty making themselves known on the market due to several factors. This study thus focuses on the difficulties in the processing and marketing of locally processed products: the case of the GIE Takku Ligueey in Thiaroye. The methodology used consisted of conducting surveys among GIE members and consumers. The study showed a multitude of products manufactured and marketed by the GIE. Made up mainly of women, the GIE has developed artisanal processing and marketing techniques for various local products. Despite their efforts to offer healthy and safe foods to consumers, the women of the GIE encounter many difficulties, particularly in terms of supply, production and marketing.

Utilization of Purple Sweet Potatoes as the Main Ingredient for Processed Lubiler Products Through Digital Marketing Techniques to Train Entrepreneurship Spirits among Students

Purple sweet potato has potential as a food function, especially as an antioxidant because of its purple color and other nutritional content. This research aims to produce a Lubiler product that contains antioxidants by substituting boiled purple sweet potato with chocolate. The research results showed that the best Lubiler was produced with a maximum substitution of 100% purple sweet potato. The characteristics of the Lubiler produced include aroma, taste and texture. The addition of purple sweet potatoes increases the soft texture, taste and maturity level of purple sweet potatoes. This lubricant can be a substitute for instant snacks. This lubricant is produced in-house and is more hygienic of course, so it can maintain health because the lubricant maintains cleanliness. The technique used in the Lubiler marketing process is using Digital Marketing Techniques where the promotion of this product is done using existing social media. It is hoped that this research can foster a spirit of entrepreneurship both among students and the general public.

Unleashing the Power of Big Data: Designing a Robust Business Intelligence Framework for E-commerce Data Analytics

E-commerce companies are struggling to make use of the enormous amounts of data collected from diverse sources in the big data era. Designing and implementing a strong business intelligence (BI) framework that makes use of big data analytics is essential to overcoming this difficulty. The study examines how cloud computing affects mobile e-commerce, stressing its benefits for real-time data processing, scalability, and analysis. which boosts the competitiveness of Chinese e-commerce businesses. This study's goal is to deploy a comprehensive BI platform designed especially for e-commerce research to unleash the power of big data. Furthermore, the deployment of precision marketing techniques based on the RFM model and historical data analysis increases client segmentation, leading to targeted marketing efforts, greater customer happiness, and higher conversion rates. The major goal of this research is to equip e-commerce companies with the tools they need to take advantage of big data's potential and make decisions that will give them a competitive edge. Data storage, retrieval, and data mining are made possible by the integration of big data technologies, such as relational and distributed databases, along with parallelization via MapReduce. Ordinary, the findings of this newsletter spotlight the importance of embracing massive information technologies and methodologies in the e-trade sector. Leveraging cloud computing, records mining, and enterprise intelligence strategies can free up the capability of tremendous records assets, permitting enterprises to make informed choices, drive innovation, and gain a competitive facet. The paper highlights the value of security safeguards and risk assessment models in e-commerce systems, offering suggestions for spotting and reducing potential dangers and preserving the integrity of the system.

Front-of-pack marketing on infant and toddler foods: Targeting children and their caregivers

ObjectiveTo identify and quantify child- and caregiver-appeal on front-of-pack marketing on infant and toddler foods in the Australian food supply. MethodsContent analysis of the presence and type of front-of-pack marketing techniques displayed on the front-of-pack of infant and toddler foods (for children aged up to 36 months) available in Australia’s two major supermarkets’ online stores. ResultsInfant and toddler foods are promoted by up to 15 unique marketing techniques on the front-of-pack with an average of eight unique features per pack. A majority of food packages included marketing techniques targeting children, and all food packages included marketing techniques targeting caregivers, most commonly promoting health and nutrition. ConclusionsInfant and toddler food packages are saturated with front-of-pack marketing features that target children and caregivers. To adequately protect young children’s diets from the harmful influence of food marketing, and to promote the development of optimal feeding behaviours, government-led controls of all marketing intended to influence children’s diets are required. In the context of marketing infant and toddler foods, this includes regulation of front-of-pack marketing techniques targeted to children and their caregivers. Implications for Public HealthComprehensive government-led food marketing controls are required to protect children’s diets from the harmful influence of marketing. The scope of these controls must include all unhealthy food marketing that children are exposed to and all other forms of unhealthy food marketing intended to influence children’s diets.

Product life cycle techniques: SMEs maintenance strategies

The food and beverage subsector of the industry is expanding. As the opportunities available to businesses grow, competition to maintain market share intensifies as the loss of a product diminishes its competitiveness. This leads to accumulating unsold products in the inventory even though increased sales volume could generate cash. Because the product cannot compete until the market reacts, it is not sold. Product demand rises in response to capacity constraints but must still be fulfilled. Increased sales are necessary to retain consumers during market expansion or contraction periods. By evaluating the literature, this study ascertains the most effective courses of action for two business scenarios. This study identifies product life cycle strategies supported by mixed marketing techniques in research indexed at least SINA 3, Scopus, or WOS between 2013 and 2023. According to the study, a business can flourish by offering discounts or special services to customers willing to wait while sales capacity increases.

Case Study of Bilibili's Marketing Techniques

In today's era, streaming media is becoming more and more prevalent and dominating the entertainment worldwide. Among them, streaming video platforms are the most popular. Take bilibili for example, it is a video platform that is very hot within China. Although bilibili has been in business for more than a decade and has a regular young user base and brand recognition, there are many issues behind the seemingly smooth sailing that cannot be ignored. These issues include bilibili's positioning, community, video content and finances, all of which have an impact on its operations. As a nascent streaming platform, bilibili has a variety of marketing models as well as marketing tools. This paper will analyze bilibili's marketing model, marketing tools and strategies using the SWOT and 4P models, and make decisions about the problems the company is experiencing. After analyzing according to various models, bilibili's marketing means is mainly to serve the Z-era crowd as the main target group, and for the characteristics of the Z-era crowd, users can access user-generated content on B station, and the platform also includes a close-knit community. These two locations will be used by B station in an effort to monetize and profit from the traffic. And bilibili attracts the love of fixed groups with its unique secondary yuan-oriented style, achieving a long-lasting emotional maintenance with core users.

Analysis of Nike's Advertising Marketing Strategy

In the age of marketing's predominance, individuals should learn the fundamentals of corporate marketing and the vital components of effective marketing. The paper through a literature review approach, utilizes Nike's 2012 marketing advertisement as an example to discuss the fundamental marketing approaches and techniques incorporated in it. This study's significance is in analyzing and comprehending how to conduct good corporate marketing and how to design marketing strategies to reach sales objectives. Business marketing strategies enable organizations to outperform their competitors, and marketing strategies aid in the creation of products and services that maximize revenues. The primary relevance of this paper is to comprehend how a corporation achieves success through commercial advertising and to provide readers with a rudimentary comprehension of commercial advertising methods.

What Do You Need to Know? A Systematic Review and Research Agenda on Neuromarketing Discipline

The neuromarketing phenomenon has led to a makeover in the marketing area, and its application in the business world has generated a better insight into understanding diverse consumer behavior. This comprehensive study delves into the multifaceted world of neuromarketing. Employing a systematic literature review approach and reviewing 51 articles from the Web of Science database, the study aims to provide a holistic view of the neuromarketing field, offering valuable insights and directions for future research and practical application in the business and academic world. The key results of this study are classified into six distinct research themes: 1. Evolution of Neuromarketing, 2. Neuromarketing Definitions and Neuromarketing Tools, 3. Neuromarketing in Practice, 4. Social Value of Neuromarketing, 5. Neuromarketing and Consumer Behavior, and 6. Neuromarketing for Sustainable Business Development. The results of the study are based on the 4W framework (What, Where, Why, and How) and the TCCM framework (Themes, Contexts, Characteristics, and Methodology). The study underscores the significance of neuromarketing to businesses and serves as a provocative call to action for businesses to study its potential which traditional marketing techniques may overlook. This study is notable for its investigation of theoretical evolution, definitions, tools, practices, social value, and influence on consumer behavior within the discipline. Its contribution unfolds to sustainable business development, where neuromarketing can facilitate sustainable products and practices by understanding consumer behavior. This study presents valuable insights and sets the stage for future research through theoretical advancements in neuromarketing. It further acts as a foundational resource for marketers and researchers in augmenting their theoretical and practical acumen.

On the Path to Decolonizing Health Care Services: The Role of Marketing

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for health care marketing.

Kekuatan Pemasaran Digital: Analisis Dampak Iklan, Celebrity Endorsement, Dan Influencer Marketing Terhadap Niat Beli Konsumen

This study examines the effects of various digital marketing strategies, including social media advertising, celebrity endorsements, and influencer marketing, on consumer purchase intentions within the Indonesian cosmetics industry, with a specific focus on the Scarlett cosmetics brand. In the ever-evolving digital landscape characterized by intense competition, understanding the most effective marketing techniques deployed on social media platforms is crucial. The study employs a qualitative research methodology, utilizing a case study framework with three informants as the primary subjects. In-depth interviews were conducted, guided by research objectives and contextual background. The interviews were recorded, transcribed, and analyzed qualitatively to identify patterns, themes, and perspectives emerging from the informants' insights. The findings provide valuable insights into the effectiveness of each digital marketing tactic in influencing consumer purchase intentions. Notably, this qualitative methodology facilitates a deeper understanding of how digital marketing tactics impact real-world consumer intentions. The informants' practical insights shed light on the underlying meanings and contexts of the research outcomes. This study serves as a foundation for organizations seeking to select the most suitable digital marketing methods to enhance consumer purchase intentions, particularly on the Instagram platform. It is essential to acknowledge the limitations of this research, primarily its exclusive focus on the cosmetics industry in Indonesia. Future research initiatives should aim to explore variations across different social media platforms and expand the geographical scope to achieve a more comprehensive comprehension of the subject matter.

Digital Marketing Socialization for Entrepreneurs in Babakan Banten Village Karawang Regency

Purpose: This abstract explores the importance of digital marketing for entrepreneurs in Babakan Banten, emphasizing the need to transition from conventional methods to a digital approach.&#x0D; Method: The study employs presentation-based socialization and Q&amp;A sessions to equip entrepreneurs with digital marketing knowledge and skills, focusing on social media, online shops, and related platforms.&#x0D; Practical Applications: This research aims to equip entrepreneurs with the understanding and practical implementation of digital marketing techniques, including leveraging social media, online shops, and other supporting platforms. Doing so addresses the need to adapt to the business world's digital age.&#x0D; Conclusion: This socialization initiative serves as a bridge to help entrepreneurs in Babakan Banten embrace and apply digital marketing strategies effectively. It offers them the opportunity to harness the power of technology to grow their businesses, showcasing the potential for sustainable growth in a digital era.

The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.

The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.

Acceleration of Marketing Digitalization Towards Independent MSMEs

The acceleration of Micro, Small, and Medium-Sized Enterprises (MSMEs) are undergoing marketing digitalization in order to boost market access and competitiveness. Through the use of creative marketing techniques, MSMEs can be encouraged to become more independent and powerful. Through the three pillars of the MSME Development Program—increasing output, cutting costs, and growing the market. One of the development's applications program is through the UMKM Digitalization Program. Using online platforms that can be accessed over the internet, such as social media, websites, blogs, online adverts, and the like, online marketing aims to promote items. The growth in internet users globally is a market potential for MSMEs to be used as much as possible to sell their products. 30 (thirty) MSMEs in Cinere Depok District, West Java were the targets of this exercise in order to benefit from this digital era as an opportunity to optimize the achievement of online-based sales targets. The purpose of this activity is to provide basic knowledge of the importance of digital marketing, branding, as well as simple brand analysis and development. The method used is through digital-based marketing assistance, through the practice of creating Facebook and Tokopedia accounts. The results of this activity through the pre-test and post-test showed an increase in understanding of marketing digitalization as evidenced by an increase in the post-test score, which was higher than the average pre-test score of 5.40 to 7.10

Penguatan Kewirausahaan berbasis SMART Marketing di Sekolah Menengah Kejuruan

The community collaboration initiative developed at SMK Negeri 7 Makassar will offer instructional sessions. This exercise comprises a total of 20 participants, with 13 being students and 7 being teachers. Every participant will receive training and guidance on how to deliver Smart Marketing-based Entrepreneurship Strengthening, which encompasses defined, quantifiable, realistic, relevant, and time-bound objectives. Moreover, equipped with expertise in management and entrepreneurship, PKM participants can enhance their self-reliance in generating employment opportunities aligned with their skill sets. The activity employs project-based learning as its methodology. Offers information regarding the significance of increasing entrepreneurship. Presents concise strategies for launching a self-sustaining enterprise and cultivating an enterprising mindset through the implementation of intelligent marketing techniques. The lecture and question and answer style is employed to elucidate the subject matter and present case examples that serve as sources of inspiration for the participants. The Entrepreneurship Program, which is centered around digital technology, provides a comprehensive understanding of the various types and roles of the digital revolution in the field of Marketing.

Turkey's 100th Anniversary of Export Marketing: Strategies, Opportunities, Challenges and Future Directions

Exports is crucial in driving economic growth and development for all countries worldwide. The export sector is critical for Turkey's economic growth and for boosting the country's standing in international trade. Exports is an essential source of Turkey's national income. It increases employment and contributes to economic growth. Exports is utilized as a strategic instrument to attain foreign trade balance, encourage knowledge transfer, gain access to new markets, and boost competitiveness. In recent years, Turkey, as an essential player in global commerce, has used various tactics to enhance its export activity. Turkey's export marketing strategy focuses on expanding export volume, diversifying exports, and maintaining competitiveness in foreign markets. The effectiveness of export marketing directly affects export performance. Turkey's export performance has shown a significant improvement. 2023 is essential as the 100th anniversary of the Republic of Turkey and the beginning of the second century. The study would outline Turkey's export history, underline the importance of export marketing, and examine how Turkey's export marketing techniques have evolved. It would also investigate Turkey's role in global commerce.

Pelatihan Teknik Fotografi Produk Iklan UMKM di Kelurahan Jatinegara Kaum

The closing of the Implementation of Restrictions on Community Activities (PPKM) during the Covid-19 pandemic by the government in Indonesia became the starting point for the rise of Micro, Small and Medium Enterprises (MSMEs) actors. So, to run a business again, MSMEs need marketing innovations that are adapted to technological advances. However, not many of MSME business actors use digital media technology for marketing their products. Therefore, this community service activity aims to provide knowledge and training in advertising design photography as a brand management strategy and as well as marketing communications to MSME business actors in Jatinegara Kaum. The training begins with an explanation regarding effective business communication when marketing a product or service. After that, it was continued by providing material related to soft selling techniques in brand management which was then carried out in practice. The method of implementing this training is carried out with questions and answers, demonstrations, direct practice and evaluation. The results of this training show that using a camera as a product promotion tool does not require a high price. Instead, MSME business actors can use their cellphones to take photos of these products with the right technique.

Social Proof and U.K. company profitability: A Case of Vichy

Purpose: The purpose of this study is to examine the relationship between social proof and a company's profitability, with a specific focus on the case of Vichy. Fear of Missing Out (F.O.M.O.) is a psychological phenomenon social proof trigger. The study emphasises the significance of social proofing, a marketing strategy that analyses consumer preferences and behaviours. Methodology: The research paradigm used in this study is positivism, with a deductive approach. The sample size is made up of fifty employees from the company. To achieve the best research results, both quantitative and qualitative research methods were used. In-depth interviews were conducted with two Vichy managers to understand better the use of social proof to boost company performance. Findings: The study demonstrates organisational growth and profitability through social proofing in a competitive business environment. As a result, it comprehends current organisational conditions and emphasises business expansion in the digital business economy. Furthermore, the ANOVA test indicates that there is an existence of a direct or indirect relationship between social proof and brand profitability. Study originality and implications: To attract customers and increase profits, U.K. skincare retailers widely use social proofs such as case studies, customer reviews, awards, and influencer marketing. Companies can easily reach their target audience by using this marketing technique. However, there has been little or no research in this area, particularly in a luxury brand like Vichy. As a result, the findings are highly original, with significant academic and organisational implications. Companies can use the findings to implement effective social-proof marketing strategies to increase profits.