Modern Marketing Communication Research Articles

Mados tinklaraštininkų įsitraukimas į mados rinkodaros komunikaciją Akvilė Mickevičiūtė

Because of digitization and internet development that took place in the 21st century, fashion industry has been consistently encountering various challenges. While the popularity of social media continues to grow, a new player in fashion industry, along with the medium they control, has emerged – the fashion blogger and the fashion blog. After gaining millions of followers on social media, bloggers acquired a certain power position – they can influence the opinion of their audience. With the popularity of social media, fashion bloggers, who gain a certain position of power through the acquisition of large numbers of followers across social networks, can shape their followers’ opinions, present a variety of fashion product reviews, and participate in the consumer decision-making processes. For fashion companies, collaborations with bloggers are becoming more relevant and an increasing part of a fashion brand marketing strategy. This article introduces theoretical and empirical research that was carried out to analyze and explore the role of fashion bloggers in modern fashion marketing communication. Fashion companies seek to exploit this advantage for commercial purposes and include blogs as advertising channels into their marketing strategy. This article aims to analyze the role of blogs in the modern fashion industry. In order to reach that, the following objectives were set: to research the attributes of the fashion industry and fashion marketing in the 21st century; to analyze the definition, features, types, and significance of fashion blogs with reference to the current fashion industry; to examine the aspects of connection forming between fashion blogger and its audience; to explore the features of Lithuania’s fashion bloggers’ activities and the strategies they use to develop their ties with significant target audiences of the fashion sector. In order to reach the aim of research, two empirical research methods were combined: semi-structured interviews with fashion bloggers and a questionnaire for the followers of fashion blogs. During the study it was established that the role of Lithuania’s fashion blogs is best seen in fashion marketing – blogs are the mediators between fashion companies and consumers. They form a personal bond with consumers and organically disseminate fashion trends to a wide audience.

Evaluating the Effectiveness of Marketing Communication Strategy in Economic Services Companies Empirical Study on a Sample of Mobile Phone Customers in Algeria

The aim of this study was to evaluate the effectiveness of marketing communication strategy in the economic service companies, By measuring the effectiveness of each element of the traditional and modern marketing communication mix, To achieve the objectives of the study, a questionnaire was distributed to the mobile phone customers in Algeria. 
 Statistical Package for Social Sciences SPSS22 was used to analyze the questionnaire data, The study found that there is a high contribution to sales promotion in the effectiveness of the marketing communication strategy, while recording the average role of the other communication elements in the effectiveness of marketing communication strategy in the companies studied.

Quantitative methods of studying the consumer needs and behavior in the context of modern marketing communications

The factors which resulted in not only changes in basic consumers’ requirements to the goods, but also in changes in their preferences and expectations and, moreover, in their value orientations, are determined. Today, the consumer has an opportunity to choose a variety of goods on a shelf, a place of a purchase, a convenient channel of communication and also a way of life. The development of digital technologies has led to a decrease in the dependence and physical commitment of a consumer to a place of work, residence or communication channel. For a successful business marketing strategy, one needs to identify these changes quickly and reliably, analyze them, and, based on the analysis, formulate their marketing strategy, both in terms of assortment policies and in terms of marketing communications. An example of instrumental consumer research conducted by well-known brands of the FMCG segment analyzes the techniques of studying consumers’ behavior and the preferences that they give to one or another product, and the possibility of targeted influence on the adoption of relevant decisions. Problems with the reliability of data obtained by traditional methods of quantitative research are revealed. Since modern methods are extremely simplistic, they often do not take into account the peculiarities of the mentality of the consumers of a particular region, their behavioral and value settings, which determine their answers during surveys. Even with an individual approach to developing a questionnaire that takes into account the characteristics of respondents, there is no guarantee of the reliability of the data. However, management decisions are made and marketing strategies are developed being based on these data. Similar errors, typical for traditional methods of research, make it necessary to look for alternative solutions. Such an alternative would be Big Data, a tool that has already proven itself as an effective technology of sociological research during the presidential campaign of D. Trump in the United States and Brexit in the UK.

Modern Marketing Communication in Tourism

Mass tourism is a significant contributor to the development not only of regional but also national economies and generally, it is presented by tourism destination. Despite certain tendencies in preference for individual tourism, it is expected that mass tourism and mass tourism destination will continue to play a dominant role in the future. The present paper is dedicated to the topic of possible usage of modern tools of marketing communication in the management of mass tourism destination. Particular characteristics of its product are having an influence on the usage and effectiveness of traditional forms of marketing communication (advertising, exhibitions, etc.) in the presentation of a mass tourism destination and on the other hand, the possible preference of using new modern trends of marketing communication. The aim of this article is based on analysis of primary, secondary data and field observations to evaluate the possibility and critical factors of usage of selected forms of modern tools of marketing communication like internet marketing, social media, mobile marketing and the world of mouth marketing, etc. The result will be the evaluation of usage of modern marketing communication and its current state of the application in the propagation of mass tourism destinations including a proposal of some recommendations for their next application.

Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah

Communication is a very important element in marketing, because marketing is essentially the communication between producers and consumers. The more advanced development of technology and information, it encourages the changes of conventional communications to modern communication which is digital life style. To support the realization of such communication, the internet became an important element in the creation of modern marketing communications. Until finally, comes the online social media that offers ease of marketing communications with the online system. Because of their low cost and ease of access, it is not un-common these media are conducted by the company in marketing their products. This article will explore the importance of social media for small and medium enterprises as an effort to improve the company's competitive.

Branding in the activities of poultry products producers

The brand is an effective tool for modern marketing communications. Specialists in branding distinguish two approaches to the brand – Anglo-American (Western approach) and Asian (Eastern approach). In practice, their combination is a European approach. It is necessary to distinguish between legal and marketing approaches to understanding the brand. From the legal point of view, the brand acquires its original meaning, it is a trademark that represents the manufacturer of the product and is subject to legal protection. In terms of marketing, the brand is information that is stored in the memory of consumers and causes the desire to buy goods with specific markings. Branding of unprocessed eggs and poultry in Ukraine began in 2001. The first to brand fresh poultry meat was OJSC «Myronivsky Hliboprodukt» (TM «Nasha Ryaba»). In advertising messages, emphasis was placed on the freshness and quality of products. It was a commodity propaganda of fresh chicken. In 2009, holding held rebranding. In the positioning of the products, the company refused the theme of freshness and concentrated on the idea of «natural products for a healthy life». Along with «Nasha Ryaba» legal registration and introduction of the national brand «Yasensvit» took place. These were the first packed eggs in individual packaging that appeared on the Ukrainian market. «Yasensvit» today is the most recognizable egg brand. Ukrainian poultry products producers use the European approach in the brand, using different trademarks for individual product lines. Over the past ten years, the cost of the most expensive poultry brands has grown more than 6 times. For ‎2014–2017, brand value declined slightly more than 30% due to the 2014 crisis, when holdings lost individual enterprises in captured areas and markets in Russia. Existing brands of poultry products today are positioned as a natural and environmentally friendly product, manufactured in compliance with all sanitary and hygienic standards, which at each stage of production and distribution are directly controlled by the manufacturer. They are not inherent in the pronounced values of the brand. Having some popularity in the media, they cause emotions of care, family, warmth, and more. All this in conjunction with the relevant quality parameters, other components of marketing activities ensures their effective functioning in the consumer market.

Razumevanje motiva koršćenja društvenih mreža u funkciji unapređenja komunikacije sa potrošačima

Today, modern communication in the business world cannot be imagined without the use of the Social Networks. They also play an important role in modern marketing activity and are an inevitable tool in modern marketing communication. The subject of this paper is reflected in the research for the answer to the question why do consumers use the Social Networks? More precisely, what are they motives for using Social Networks? The significance of the knowledge of the motives for using Social Networks is reflected in their necessity for the clarity in the perception and creation of the overall marketing strategy undertaken by the marketers from the companies on the Social Networks in order to communicate adequately with their consumers. The aim of this paper is to present the main motives for the using of Social Networks through the review of previous research papers in order to help marketers to create more successful marketing campaigns for consumers that will be further the most effective for achieving the ultimate company's goals. The results of the research presented in this paper, on the one hand, can be used as a basis for the further empirical research but also for the improvement of marketing practice and communication on Social Networks.

Polska Akcja Humanitarna – lider społeczny na portalu społecznościowym Facebook

In the age of continued instability, constant crises, age of not coping with building-up problems of the globalizing world, increasingly the role of social leaders is taken by non-governmental organizations, such as Polska Akcja Humanitarna. It quickly and accurately diagnoses social problems, in order to reduce them. In order to meet the challenges posed in front, not only by its own region or country, but also by the globalizing world, it performs its tasks at the level of the general public. In carrying out the mission of global humanitarian aid it uses, inter alia, modern marketing communications tools, including the interactive communication in social media.

A Study on the Interaction between Corporate Reputation and Negativity Framing on Consumer Evaluation of Corporate Social Responsibility

Do corporate social responsibility (CSR) initiatives lead to positive outcomes for companies? Although it is commonly accepted that CSR is a necessary component of modern marketing communication, the empirical evidence shows that that is not always the case. If CSR is sometimes not conducive to better marketing, it behooves firms to determine the right conditions that foster more effective CSR. It is in that vein that this study aims to add to the growing body of marketing and CSR literature through a series of experiments that examines the dynamics between prior attitude toward the company, the fit between the company and the CSR cause, and consumers’ accessible thoughts. This study finds that the prior corporate reputation has an impact on how consumers evaluate the CSR activities of companies. Moreover, we show that the degree of accessible thoughts and their valence can change the moderating effect of the fit between the company and the CSR cause. This is because negative information is perceived as being more diagnostic than positive information in an evaluation situation. We demonstrate that companies that have lower prior public reputations can improve the evaluation of their CSR activities in two major ways: (1) by finding CSR causes that have a lower fit with their business, or (2) by providing information that allow consumers to access more positive thoughts about the CSR activity.

Manufacturing Company and Its Communication

Modern marketing communication requires more than just making the product target customers. In the modern era, organizations must communicate with their customers by means that are available to them and that search. One of the key tools for integrated marketing communication is the Internet. Creative use of the Internet to disseminate messages of communication contributes to the enhancement of integrated communication for its interactivity, and continuity with globality. In the future it can be expected that interactive marketing communications becomes a crucial form of communication in some areas. Internet marketing is becoming a “superhighway” and therefore is an important medium of integrated marketing communications

Marketing communications: innovative approaches to their formation and application tools

In this article, the author analyzes the features of the formation of marketing communications in organizations and modern, innovative approaches; emphasizes that the innovative approach to communications is based on the idea of communication as a strategic resource of the organization, the main task of which is to ensure the harmonization and productivity of relationships within the organization and its free entry into the external communication space. This approach involves the development of new principles for building a communication system at all levels and stages of enterprise’s activities, in all areas – from the development of elements of the marketing mix to personnel changes. The author considers social media to be an integral part and tool of modern marketing communications, thanks to cooperation with which leading companies attract the attention of a significant number of new users and strengthen their achievements. Almost 3.5 billion internet users in the world use social media, and this figure continues to grow. It creates a great potential for marketers to attract attention of a wide and interested audience to their brand.

Analisa Efektivitas Komunikasi Pemasaran Produk Aqua Menggunakan Customer Response Index Melalui Kegiatan Promosi

Promotion is crystallization of a form of marketing communication, modern marketing communication should be able to communicate the brand or Its products to consumers in an integrated way, so consumers will know more about the benefits of the product. To find products that are marketed to consumers, certainly needs to be measured in evaluating how much the strength of the product is received by consumers. Many methods are used in determine level of effectiveness of communication conducted as Customer Decision Model (CDM), EPIC Model, Direct Rating Method (DRM), and Customer Response Index (CRI).Custormer Response Index (CRI) is one that often used in the measurement of the effectiveness of marketing communications products. Variables used to measure the effectiveness of marketing communication consists of five variables including Awareness, Comphrehend, Interest, Intention, and Action. In connection with the acquisition value is performed with CRI can be seen from the results of recent advertising campaigns through the media. If the CRI points earned exceeds 50% or more, then said to the effectiveness of marketing communications well worth it. For the research results through media advertisements broadcast television advertising products aqua value of marketing communications effectiveness gets 59% of acquisition value, this means that the measurement of the effectiveness of marketing communications products using the method Custormer Response Index (CRI) produces assessments that can be said to be good. With reference to the acquisition of data, can be seen how much the consumer is not how much consumer response and the response, it was said as a response index.

Building strong brands in a modern marketing communications environment

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed.

The Role of Codes of Conduct in the Advertising Self-Regulatory Framework

Advertising is the most visible element of modern marketing communication and an essential component of trading. However, when advertising does offend, mislead, or is untruthful, countries often opt for a self-regulatory approach to deal with such advertising. This article focuses on the role of codes of conduct in improving the effectiveness of advertising self-regulatory frameworks. The key findings of an Australian study, where its scheme has recently failed, are presented and discussed in this context.