Part Of Marketing Communication Research Articles

HE PSYCHOLOGICAL INFLUENCE OF COLOURS ON CONSUMER’S BEHAVIOUR

This article aims to investigate and reveal the psychological impact of colors on consumer perception and subsequent behavior. Colour is regarded as one of the most important characteristics of an object. Through it, it is possible to influence the person, the consumer, and evoke certain emotions, which will later help draw attention to the product. As a valuable tool and an integral part of marketing communication, colours influence people subconsciously, leading to consumer preference or rejection in a "secret" and "hidden" sense. Color is a means of visual communication with a potential consumer. People form their opinions about a product or other people within the first 90 seconds of communication. The product evaluation is basically (62 to 90%) conditioned by colour preference. People's emotions and moods change over time, so every marketing professional should know the psychological impact and importance of colours and prepare their products or packaging accordingly. To deduce, how colour influences individuals may differ depending on genes, environment, age, gender, education. To sum up, colour as the marker of information, affects all segments of consumer behavior and the study of colours fosters the marketing analysis.

Strategi Media Branding Pengembangan Sektor Pariwisata Kabupaten Pesisir Barat sebagai Destinasi Wisata Internasional

The phenomenon that occurs in modern society is starting tourism activities so that there must be a strategy that is in accordance with the times and can be used as management and development of tourism potential by utilizing digital media as a media for branding which is part of marketing communication. The purpose of this study is to determine the implementation of media branding strategies in the development of the tourism sector in Pesisir Barat Regency as an international tourist destination, supporting and inhibiting factors that affect media branding in the development of the tourism sector, as well as the impact of the Covid-19 pandemic on the tourism sector in Pesisir Barat Regency. This type of research is a descriptive study with a qualitative approach. The results showed that the implementation of the media branding strategy for the development of the tourism sector in Pesisir Barat Regency as an international tourist destination, namely the setting of annual goals, its implementation is still minimal because it is not well directed as well as the use of less massive media in an effort to branding tourism; policy formulation, namely the existence of a decree on the division of tourism villages; motivating workers with the efforts that have been made such as mutual encouragement, coordination, and evaluation in private meetings or invitations; lack of allocation of qualified human resources in the IT field. Furthermore, the supporting and inhibiting factors that influence the branding media are the role of the community which indirectly participates in branding the existing tourism potential as well as the limited quality and quantity of human resources and the lack of the role of the government. Then the impact of the Covid-19 pandemic resulted in a decrease in the number of tourists and the cancellation of events that had been prepared

Event sebagai Media Komunikasi Pemasaran: Studi Kasus Event Tahunan Carnival SMA PKP JIS

This study aims to introduce an event in educational institution by adopting cultural event that was rife in Indonesia such as Jember Fashion Carnaval. The event which was named Carnival based on research has shown results. (1) Event carnival can improve the school brand, (2) Event Carnival activities that were attended by many junior and senior high schools indicated the formation of a network society, (3) event which were based on local wisdom and culture was infrequently done in schools. (4 ) Carnival event for PKP JIS High School was part of marketing communication that was important in the context of school promotion. This study uses a qualitative design with a case study approach. The data is carried out through observations, interviews and documentation studies

Місце та роль промо-акції в системі маркетингових комунікацій підприємства

Проведення промо-акції вимагає детального опрацювання і постійного контролю, оскільки цей інструмент маркетингових комунікацій здатний вплинути як позитивно, так і негативно на ставлення споживача до компанії. У статті визначено поняття промо-акції, її сутність та роль у системі маркетингових комунікацій, виведено критерії планування та проведення ефективної промо-акції.

Characteristics of an Insert Product Placement as a Part of Marketing Communication

The paper defined saturation of an insert product placement as a part of marketing communication. Product placement is known as a modern tool of marketing communication and so that product placement and its types and forms are not so casual used in the Czech Republic as in other parts of the world. The mentioned issues are explained from the perspectives of three groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). Types and forms of this marketing communication tool as well as options of its utilization are also mentioned in the paper.The Czech Republic market where product placement occurs is very small - only few television companies. The primary aim of the paper is to identify the intensity of two essential areas expressing product placement using - natural (non-invasive) insert and contrived (invasive) insert. Moreover, conflicting interests of the interested parties (advertiser - ordering party, producer and television) are observed in the paper too. The last issue discussed in this paper is to what extent the degree of product placement implementation can affect the script and what impact on quality and specifics of an audiovisual work can this script modification have.

Loyalty programs as a part of company's marketing strategy

This paper aims to characterize the current status of using customer loyalty programs in the Czech Republic. Customer loyalty programs are evaluated as a part of marketing communication, where especially customer cards have a specific role in communication mix of selected companies. Furthermore, customer loyalty programs are evaluated from the perspective of internal marketing system company, as an invaluable source of data about customers. Obtained data are used for decisions on segmentation, targeting and overall marketing strategy. Customer loyalty programs in the Czech Republic are also examined from the perspective of consumers – factors that influence consumer involvement in these programs are evaluated. The paper also shows the results of desk research about personal information provided by consumers to engage in customer loyalty programs.