Means Of Marketing Communication Research Articles

THE ROLE OF SOCIAL MEDIA-ADVERTISING IN THE DEVELOPMENT OF GEORGIAN COMPANIES

Guliko Katamadze E-mail: qatamadze.guliko@bsu.edu.ge Associated Professor, Batumi Shota Rustaveli State University Batumi, Georgia https://orcid.org/0000-0002-5198-3890 Abstract . The use of social media advertising as a means of marketing communication is gaining strategic importance for companies operating in Georgia. Social media-advertising research is all the more relevant for those firms that are trying to deliver a marketing "message" to a wide audience with minimal costs and brand positioning in the market. The relevance of the problem is determined by the fact that the influence of social media advertising on the development of Georgian companies, their branding process and the effectiveness of the returns received from the investment of their marketing activities has not been properly studied. The purpose of the research is to develop the best mechanism for using social media advertising for companies operating in Georgia, to determine the most favorable form for use as a marketing communication tool based on user behavior. Methods of data collection and observation were used to develop the paper. We used the collection method to assess the possibility of using social media advertising by companies operating in Georgia, and the observation method - to determine the potential of their social media space, based on which the possibilities of increasing the effectiveness of companies through social media advertising were identified. As a result of the research, it is clear that Georgian companies use social media advertising to improve their brand, to attract a new target audience. Social media advertising has a strategic importance in increasing the effectiveness of companies operating in Georgia at all stages of their operation. Accordingly, we can refer to the complex combination of traditional and electronic businesses as a result of using social media advertising, which will help to increase the marketing efforts of companies operating in Georgia and, as a result, their competitiveness and operational efficiency. Keywords: Social media-advertising, marketing effectiveness, social media-space, business. JEL classification: M31, M37

Digital Branding and Marketing Strategy ABA Kindergarten Mancasan Ambarketawang, Batu Gamping, Yogyakarta

Abstract. The target partner for community service is the ABA Mancasan Ambarketawang Kindergarten School, Gamping, Yogyakarta. Target partners need to carry out school branding and improve skills for HR in strengthening the ability to use information technology, especially skills in using social media as a means of school communication with the target audience of student parents. The problems of target partners are still low HR capabilities in using IT and a lack of school facilities that support digital promotion. The purpose of this service activity is: 1) to help partners strengthen school branding; 2) to improve HR skills so that they are able to utilize social media Instagram, Facebook, and YouTube as a means of marketing communication; and 3) to increase understanding of the importance of school financial management. The method used was Focus Group Discussion; The training was attended by teachers and principals. Results of the training: 1) participants understand the importance of marketing for schools through branding strategies using the 3C approach (visual identity, value identity, and communication identity), as well as understanding consumer behavior through the 5A concept (aware, appeal, ask, action, advocate); 2) the results of the participants' digital marketing practices have been able to create their school accounts on social media, currently have Instagram, Facebook, and YouTube channel accounts; and 3) participants, especially school principals, increase their knowledge about the importance of financial management in schools. The output of the service program is in the form of published articles in journals, publications in the mass media, and video documentation of community service activities.

Simple or complex: How temporal landmarks shape consumer preference for food packages

Food packaging, serving as a means of marketing communication, can be presented in a simple or complex format. This work investigated the effect of start temporal landmarks (i.e., marks denoting the beginning of a period) versus end temporal landmarks (i.e., marks signaling the closure of a period) on consumers’ preferences for food packages. Three studies demonstrated that priming a start temporal landmark leads to a greater preference for food packages with simple imagery (i.e., minimalist aesthetics). In contrast, priming an end temporal landmark increases consumers’ preferences for food packages with complex imagery (i.e., ornate aesthetics). In addition, we identified an underlying mechanism in which the need for arousal mediates the impact of temporal landmarks on preference for food packages. Beyond a set of managerial implications, our findings also provide novel insights into temporal perceptions, minimalist aesthetics, and product packages.

Media Komunikasi Pemasaran Digital Marketing Produk Umkm Selama Pandemi Covid-19

This research focuses on the efforts of MSMEs to utilize digital means for marketing activities or processes. MSMEs use this digital facility for marketing communications to increase purchase intensity during the COVID-19 pandemic. This study uses a qualitative descriptive method with a literature review approach. This study aims to describe the condition of the object of research objectively based on visible facts and data. The thing of this research is 100 MSME entrepreneurs in Madiun Regency. The study results show that the communication strategies carried out by MSME actors in dealing with the pandemic are diverse. The use of digital marketing using social media platforms can increase brand awareness of MSME products. The use of digital marketing as a means of marketing communication has also been proven to increase the intensity of purchases, which has an impact on increasing income. The use of social media and the Marketplace as a means of selling has proven to be used as a medium to increase sales and, at the same time, a strategy to survive during the pandemic.

MSMEs’ Strategy for Delivering Messages through TikTok Content

Competition between large companies and small businesses such as Micro, Small, and Medium Enterprises (MSMEs) is unavoidable. Quoting from previous research, MSME actors lack knowledge, funding, and time which may hamper their marketing communications. Content marketing through TikTok is now an option. The purpose of this study was to determine the model of the message delivery strategy through TikTok carried out by MSME actors referring to the theory of new media and content creation elements. This research uses a qualitative approach with a case study method. Data collection was carried out by interviewing eight MSME actors who use TikTok as a means of marketing communication. The results show that the target market is Generation Z, the content presented focuses on trends, the communication style is carried out by indirect marketing with diverse content schedules, and customer engagement through comments is very important.

Pelatihan dan Pendampingan Implementasi Komunikasi Pemasaran Digital Pada UMKM di Desa Sigar Penjalin, Lombok Utara

The COVID-19 pandemic situation forces humans to minimize physical social interaction. In this context, the media in the network becomes the choice of means of interaction and communication so that each individual can stay connected. In such a situation, everyone is required to be able to adapt, including UMKM actors. However, the skill of UMKM actors in Sigar Penjalin village in utilizing digital media as a means of marketing communication is minimal, as well as the lack of ability to manage brands. Therefore this community service program carries the theme of training and assistance in implementing digital marketing communications. This activity aims to increase the knowledge and skills of UMKM actors to optimal in utilizing digital media as a means of marketing communication and the ability to manage brands well. The results of activities to increase the expertise of UMKM actors were carried out through training and mentoring focusing on the material on social media marketing and brand management. Through the training and mentoring, participants are equipped with knowledge about social media geography, product packaging, the importance of brands for producers and consumers, brand development models, and logo design using the Canva application.

ENSURING COMPETITIVENESS OF ENTERPRISES THROUGH THE DESIGN OF EXTERNAL ADVERTISING AS A MEANS OF MARKETING COMMUNICATION

Topicality. The relevance of this topic is due to the fact that the attention of all participants in business processes to the tools of marketing communications in product promotion has increased significantly. It has been proven that the information collected or received by consumers for the purpose of advertising helps them to determine the relevant characteristics of goods and evaluate these goods, which allows customers to rank their preferences and make decisions about choosing a product and its purchase. Thus, the main relevance of advertising is being able to adjust the preferences of potential buyers in the direction of giving preference to those products whose sale is in the interests of their sellers. However, the importance of advertising is also ensured by its impact on the habits, thinking and lifestyle of people, the formation of their behavior, their reaction to the actions of producers. The use of advertising measures in the marketing communications of the manufacturer allows him to establish direct contact with potential consumers, with whom it is not possible to establish contact under other conditions.Aim and tasks. The aim of the article is to study the design features of external advertising as an effective means of marketing communication.Research results. This paper highlights the most important factors in the design of external advertising as a means of marketing communication that affect the level of advertising effectiveness. It is proved that the design of outdoor advertising is the component of enterprise development that ensures the achievement of the best results in bringing information to the consumer, which significantly affects competitiveness. In the conditions of unstable, fast-moving external environment and intensification of competition among enterprises, their development depends on constant search and introduction of new ideas as innovations are a basis of development of the enterprises.Conclusion. The article reveals the problems of creating the design of outdoor advertising as a means of marketing communication. It shows that the distinguishing feature of outdoor advertising is that the advertising appeal should be bright, and at the same time simple and concise, such that conveys the main idea to the consumer and motivates him to concrete actions, ie built on the principle of minimalism.

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.

МОДЕРНІЗАЦІЯ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ КОМПАНІЙ В УМОВАХ РОЗВИТКУ ГЛОБАЛЬНОГО ІНФОРМАЦІЙНОГО СУСПІЛЬСТВА

The article is devoted to the analysis of the latest business practices of using marketing communications as a tool of expansion in the post - industrial era. It is determined that the modernization of business marketing technologies in modern conditions has a dual nature and is due on the one hand, rapid technological changes and, on the other hand, transformations of the global marketing environment both in terms of competition between manufacturers and suppliers and given the latest trends in behavior consumers. Based on the Case method, the latest practice of influential global business entities to expand the arsenal of marketing communications in order to strengthen the competitive status and increase efficiency. It was found that due to the active modernization and spread of new means of marketing communication, an important manifestation of the latest trends in the relationship "producer-consumer" was the transformation of the model of communication with customers formed in previous decades. The former focus on the reflective reactions of consumers in view of the dominant business offer is giving way to the growing influence of value orientations, which increasingly determine one or another choice of buyers. The formation of value orientations of consumers is an important means of ensuring the quantitative growth of their demands and qualitative updating of such requests, mainly because of the use of the latest production technologies. It is revealed that now social networks, communication platforms with a certain range of issues that can be discussed, as well as various file exchangers are becoming more and more active information channels for obtaining relevant marketing information. Identifying target groups of customers and concentrating efforts on working with them allows companies to more fully meet and shape the needs of priority customers and strengthen their position in the market. The formation of value orientations of consumers with the help of modern means of communication is an important means of ensuring demand for the latest products, creating a fashion for their possession. It is determined that the tools of marketing communications are not limited to relationships in the B2C space: they can also be used for intra-corporate information exchanges of rapid information transfer between branches of the company, which form / coordinate different aspects of a marketing strategy depending on tastes and preferences. Prospects for further research are seen in the need to assess potential risks in the active implementation of the latest tools of marketing communications in view of their use as both transparent and latent technologies of pressure on consumers and means of outright discrediting competitors.

СПОНСОРСТВО ЯК ЕФЕКТИВНИЙ ІНСТРУМЕНТ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ ТОРГОВЕЛЬНИХ ЦЕНТРІВ

The article considers the concepts, purpose, types and impact of sponsorship on the marketing activities of the shopping center. Prerequisites for the emergence of so-called synthetic means of marketing communication (those that combine several basic means simultaneously). As sponsorship activity among other synthetic means of marketing communication on the territory of Ukraine shows a steady increase, this indicates the effectiveness of the tool. Increasing the number of different events that have their audience and close attention to them by the media create the necessary conditions for the introduction of sponsorship as a tool of marketing communication. This allows you to strengthen and improve your market position, increase visibility, expand your target audience, achieve public loyalty, attract potential partners and attract new visitors to the mall. The main tasks of sponsorship in the general public, in target markets and in existing tenants are considered. The analysis of the directions of sponsorship activity is carried out and individual industries are identified where it is advisable to use it. A sponsorship package has been developed. A consistent action plan for the sponsor that will structure all the data to achieve a positive result.

Innowacje w zakresie interakcji z klientem i komunikacji marketingowej w handlu dyskontowym

i sposobów komunikacji marketingowej, a także sposobów interakcji stosowanych przez dyskonty. Autorka posłużyła się metodą krytycznej analizy literatury krajowej i zagranicznej, a także analizą przypadków (case study research). Badania pokazały, że sieci dyskontowe skutecznie zmieniają wizerunek rynkowy, wykorzystując w tym celu nowe formy i środki komunikacji marketingowej. W ramach strategii repozycjonowania wizerunku i budowania silnej marki dyskonty zwiększają częstotliwość i intensywność kontaktu z marką, inspirują i podnoszą świadomość konsumentów w zakresie gotowania, a także zmniejszają dystans w relacjach z klientem.

Website Usability in Marketing Communications: The Case of Airline Companies in Turkey

It is of great importance for the organizations to use internet environment effectively in a market where competition conditions are gradually aggravated and carry out their marketing communication activities in such an environment. Airline companies are the ones that use internet technology most effectively and actively. Thus, website usability is of great importance for airline companies. The aim of this study is to make an analysis concerning website usability as a means of marketing communication. In line with this objective, web site of the airline companies operating in Turkey have been analyzed and the roles assumed by the analyzed websites as a marketing communications tool have been tried to set forth. The methodology of the research is based on scoring system of Gibson et al. . Under the study, web sites of the airline companies in Turkey was monitored for a month between 2012 and 2014 and they were assessed in various dimensions such as functions (information provision, networking, participation, campaigning, online processes, mobile applications, social media applications) and delivery (glitz factor, access, navigability, freshness, visibility). The findings revealed that websites made progress over the years; however, online, mobile and social media applications remained incapable in terms of marketing communications targets.

Reklaminės žinutės šaltinio įtakos reklamos efektyvumui modeliavimas: teorinis aspektas

Theoretical aspects of the impact of advertising source on advertising effectiveness are being analysed in the article. Since advertising is one of the most popular means of marketing communication, increasing the effectiveness of advertising is an object of focus that increases the possibility to achieve the aim of marketing communication. As advertising source is one of the elements of advertisement, the aim of the article is to elaborate the theoretical model of the impact of advertising source on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of the scientific literature is provided. As a research result, factors influenced by advertising source that impact advertising effectiveness are identified and a theoretical model of the impact of advertising source on advertising effectiveness is elaborated.

Leveraging technology adoption model for examining internet usage among physicians’ in changing Indian pharmaceutical marketing context: A structural equation modeling approach

Considering technological advancements happening all across the globe, the internet has been incorporated as an emerging medium of pharmaceutical promotion by Organization of Pharmaceutical Producers of India in the year 2012. In Indian pharmaceutical industry, the marketing process is only physician directed (except for “over-the-counter” drugs) and Direct to Consumer Advertising using internet or any other means of marketing communication is legally not allowed. Therefore, the knowledge about adoption and usage pattern of internet among Indian physician needs to be examined. This understanding would help the pharmaceutical marketing organizations to better promote their products over internet to the target customers, i.e. physicians. The present research describes about physicians’ technology acceptance phenomenon based on theoretical concept of technology adoption model. The structural equation model analysis highlighted relevance of technology adoption model to examine physicians’ internet adoption ph...

Towards an understanding of the role of trade fairs as facilitators of consumer creativity

Trade fairs are an integral part of the marketing strategy for many products and services. The aim of this article is to investigate how trade fairs as a means of marketing communication bring about new ideas, desires and wants in consumers and by so doing facilitate everyday consumer creativity. The results imply that trade fairs play an important role in setting the stage for consumer creativity. Based on an empirical study of trade fair visitors carried out using an ethnographic method, the study demonstrates how consumers communicate their visit to a trade fair. The findings indicate that trade fairs have an influence on consumer creativity in the different phases of the process. As an outcome, two metaphors describing the role of trade fairs as facilitators of everyday consumer creativity are proposed. These are trade fairs as a tool and a vantage point. The implications for effective trade fair management and postmodern marketing are explored.

The Effect of Fashion Brand Involvement and Marketing Communication Means on Building Consumer-Brand Relationship

The purpose of this study is to find out the effect of marketing communication means on the development of consumer-brand relationship. The research involved a questionnaire survey with women in their 20s-30s, the major consumers of fashion product, who were residing in Seoul and Gyeonggi-do. A total of 375 questionnaires were used for final analysis. Data analysis was carried out by means of descriptive analysis, factor analysis and regression analysis. Consumer-brand relationships were measured upon being classified into behavioral dimension, emotional dimension and belief dimension. Marketing communication means was measured upon being classified into TV commercial, magazine ads, outdoor advertisement, PPL advertisement, internet advertisement, discount prices, free gift, VMD, star-marketing, supporting the event, salesperson, word of mouth effect, street observation, news reports, and fashion show; each of these criteria was measured using its own variables. Fashion brand involvement was found to exert positive effect on behavioral dimension, emotional dimension and belief dimension, which are the sub-criteria of consumer-brand relationship. In addition, diverse means of marketing communication were shown to exert significant effect on behavioral dimension, emotional dimension and belief dimension during the process of consumer-brand relationship development. The results of this research is expected to be helpful for establishing proper and effective marketing strategies, by providing information about the characteristics of consumers and about the utilization of marketing communication means that is necessary for the establishment, strengthening and maintaining of the relationship between fashion enterprises and consumers.

Marketing resource management: A hype or a must have?

Is marketing resource management (MRM) a hype or a must-have? It is certain you have come across references to MRM before. MRM adds to your means of marketing communication and allows the full integration of a variety of marketing processes, but also beware of the pitfalls and fairytales.