Short-term Marketing Research Articles

Exploring the Transformation of Movie Publicity Strategies under the Perspective of New Media Communication

Recently, the network set off a short video medium for the movie publicity craze, so that film publicity is gradually attached importance by film officials, and getting into the public's field of vision. Movie publicity cannot be separated from the support of the media, and the role of the media in promoting movie publicity activities should not be underestimated. Based on this background, through literature analysis and case study method, it was found that with the different mainstream media, movie publicity is also exploring new modes and methods. In terms of the direction and content of publicity, regardless of the medium used, the core always revolves around the theme of the film, the cast of the film, and the film's reputation. However, the use of media in different periods can lead to different strategies for the partial weight of the three in film publicity. In terms of publicity methods, before the emergence of online media, paper media was the main method of publicity, using text and posters. After the emergence of online media, online interaction and short-term marketing became popular. However, although it has a dissemination effect similar to the "magic bullet theory", it has a potential negative impact on the film's reputation and still needs further improvement.

The Chairman’s Rural Origin and Short-Term Expenditures in China

This study employs imprinting theory, cultural capital theory, and upper echelon theory to investigate the influence of the rural upbringing of board chairpersons on corporate R&D (Research and Development) and advertising expenditures, as well as the moderating impact of the chairperson’s marketing and financial experience in the competitive market environment. A binary dataset was compiled, comprising 1058 Chinese listed companies and 5434 board chairpersons as samples. Through multiple regression analysis, we established a link between board chairpersons’ rural backgrounds and short-term marketing expenditures. The findings indicate that chairpersons’ rural upbringing negatively affects R&D and advertising expenditures. Additionally, marketing experience exerts a negative moderating influence on R&D expenditure, whereas financial experience does not exhibit a significant moderating effect. Furthermore, the market growth rate positively moderates the relationship between the chairman’s rural background and R&D as well as advertising expenditures. This suggests that the external competitive environment may attenuate the conservative imprint associated with a rural upbringing. This study departs from the conventional paradigm of understanding short-term spending based solely on economic incentives, incorporating non-economic factors rooted in individual cognition and values. It introduces a fresh perspective to the examination of myopic spending and contributes to the exploration of how birthplace impacts corporate decision making. These findings offer a deeper comprehension of how the background of chairpersons influences firms’ decision-making behavior, providing valuable insights for top executives in crafting strategies and making informed decisions.

Funding marketing resources and capabilities during a recession: an empirical examination of top corporate advertisers

PurposeThis study aims to ask whether the funding behaviour of companies is different during a recession. Specifically, the authors study whether firms fund marketing resources and capabilities with internal or external financing during a recession and under which conditions of strategic financial flexibility debt might be used to fund marketing resources and capabilities in recessions.Design/methodology/approachThis study estimates empirical models using a newly merged data set covering 17 years, from 2000 to 2016. The authors merge firms’ marketing and financial information from Advertising Age, the American Customer Satisfaction Index, Compustat and the Centre for Research in Security Prices. The sample includes a panel of 653 firm-years of 67 top corporate advertisers.FindingsThe results indicate that firms take recessions as opportunities to be proactive and invest in short- and long-term marketing capabilities, companies with higher strategic financial flexibility relative to their industry peers tend to rely more on debt to fund short- and long-term marketing capabilities during recessions, firms use internal financing to fund their marketing budgets and short-term marketing capabilities in recessionary and non-recessionary periods and firms use internal financing and signals from past stock returns as mechanisms to fund long-term marketing capabilities.Research limitations/implicationsThe findings contribute to the body of knowledge on the antecedents of marketing resources and capabilities. The results extend the pecking order theory to include recessions and provide nuances of the financing drivers of resources and capabilities.Practical implicationsCompanies should be proactive during recessions and invest in short- and long-term marketing capabilities. When negotiating marketing budgets with chief financial officers, marketing practitioners could suggest the sources to finance specific marketing resources and capabilities. Based on the results of top corporate advertisers, the authors recommend companies to fund marketing capabilities with internal resources (e.g. cash flows, retained earnings), and if cash is not available, companies need to rely on their superior strategic financial flexibility to access long-term debt and fund investments in marketing capabilities. The authors also recommend companies to fund long-term marketing capabilities by re-allocating investments. As well, signals from past performance are an important source to gain access to capital and fund investments in long-term marketing capabilities.Originality/valueThis study provides a more complete picture of the financial antecedents of marketing resources and capabilities in general and during a recession. The authors provide light on the moderating role of strategic financial flexibility during recessions. This study also clarifies the potential signalling of past performance for funding marketing resources and capabilities.

PENINGKATAN KUALITAS SDM SERTA PENGEMBANGAN PRODUK DAN PENERAPAN TEKNOLOGI PADA KOPERASI PRODUKSI DI PROVINSI BANTEN

This community service seeks to improve the human resources (HR) of SMEs in Banten. The method will be qualitative descriptive. The researcher or informant will be the management or manager of five production cooperatives in Banten Province. An interactive model was utilized to analyze the data. This analysis paradigm has three components: data reduction, data display, and conclusion drafting. 1. This study found that conventional or manual administration of employees, unsophisticated financial management, and short-term marketing are still common in production cooperatives. Cooperative administrators or managers provide the sole training because they are MSME actors who have their own expertise. 2. To improve the goods of production cooperatives, comprehensive product development planning is required. Product development can help cooperatives survive by attracting new customers and increasing earnings. 3. Technology should be a major factor in cooperative product development, but Banten cooperatives have not effectively harnessed it. This cooperative has a lot of promise. The management of production cooperatives must be willing to focus more on product development and use technology that can speed up product creation for broad public demands. Local raw materials are a particular benefit for production cooperatives. However, the required working capital is low, allowing those with an entrepreneurial drive to start up business units with low technological sophistication

Recommendations for Sustainable Brand Personalities: An Empirical Study

Sustainability marketing has emerged as an important trend both in practice and academic literature. The relevant literature has heavily focused on determinations of sustainable consumer behavior, and practitioners have used these results to derive short-term marketing decisions, e.g., adequate pricing of sustainable products. However, no study has scrutinized derivations of sustainable brand personalities or provided important long-term, strategic, managerial implications for marketing managers of sustainable brands. This study aims to contribute to this underrepresented research field and makes recommendations for preferred brand personality dimensions for sustainable brands. First, the personality structure of sustainable consumers by using a preference-based two-step segmentation approach is investigated, and subsequent profiling of the sustainable consumer segment is conducted. The research relies on the results of an empirical discrete choice experiment and a personality test, including the data of a representative German consumer sample. Sustainable consumers were found to be highly agreeable and open. Second, the personality results of sustainable consumers are linked to consumers’ personality-specific preferred brand personalities. Third, recommendations for harmonic brand personality dimensions for sustainable brands, e.g., competence, excitement, and sincerity, are derived, and therefore, long-term, strategic, managerial implications are provided.

Customized Targeting Strategies for Category Coupons to Maximize CLV and Minimize Cost

It is standard procedure to use short-term measures for designing customized marketing campaigns and evaluating their success. We consider the integration of customer lifetime value (CLV) thinking into the category selection problem for targeted coupons. This problem involves two primary considerations: should the coupon be a category-specific one? – and, if so, should short-term or rather long-term objectives govern the choice of category? Our paper is the first to address these questions by analyzing the effects of different customized targeting strategies for category coupons on short-term marketing costs and long-term CLV using an analytical model. We develop these targeting strategies with the help of a data-driven customer segmentation framework based on the dimensions of churn, frequency, and loyalty. Using data from a German hypermarket chain, we identify four refined targeting strategies that enable multi-category retailers to exploit the full potential of customized marketing by optimizing the trade-off between marketing cost and CLV considerations. Our analysis reveals that the targeting strategy most likely to be employed by retail practice – as compared with the one most commonly used – can yield a substantially higher CLV even as it reduces wasteful marketing costs.

Multi-Day-Ahead Electricity Price Forecasting: A Comparison of Fundamental, Econometric and Hybrid Models

Forecasting hourly electricity prices and their characteristic properties is a core challenge for energy generation companies and trading houses. The short-term marketing and purchase of electricity is usually managed with standardized products traded on different markets and with specific temporal resolution and maturity. The size and scope of the electricity price forecasting literature has grown significantly in recent years, with the majority of studies focused on short-term (intraday and day-ahead) or long-term (investment decisions) periods. However, the literature for forecasting the period beyond the day-ahead horizon, which is relevant for trading the aforementioned products or for managing assets over several days, is rather scarce. Our paper fills this gap by developing individual forecasting models covering horizons from the day ahead up to a week ahead. We introduce hybrids of a parsimonious fundamental model and various popular econometric models. In a case study for the German day-ahead market in 2016 we test and compare the different model settings by carefully considering realistic available data and limiting the calculation time to fit typical trading time constraints. We find that the best models across the individual horizons and across all horizons jointly are hybrid model approaches. They combine the strengths of autoregressive models in terms of capturing daily - even non-linear-structures with the immediate reactions of fundamental models to short-term events or fundamental changes in the market.

Strategic Decision Making: The Effects of Big Data

This study aimed to understand the emerging effects big data is having across different business functions as well as how much the insights gathered, from big data sets, are starting to influence business strategy. The literature highlights a lack of understanding around big data, with very little research focusing on big data’s applications outside of short term marketing strategies. This research investigated the potential barriers to big data integration within businesses, and sought to understand how these could be removed. In order to achieve an in depth understanding, an interview based approach was used. A wide range of business sources were examined to further understand the gaps identified by previous research. Primary research took the form of in-depth interviews. Respondents were carefully selected based on industry knowledge and experience, working for companies such as Ebiquity PLC, Satalia and Barclays. The interviews were used to compare and contrast the experts’ opinions and establish whether the key themes identified in the literature held true in the primary research. This approach enabled real insight to be gathered in order to concisely examine and critique the current literature as well as enabled further themes to be investigated. This investigation found how critical big data is becoming to business success, including understanding an emerging gulf between those who have adopted data big sets and those who have not. It was also understood that, on the whole, knowledge and understanding is lagging far behind benchmarks set by some businesses. The paper concludes by explaining why big data is not influencing business strategy. A focused understanding approach is outlined as the preferred solution to bridge the gulf between the ‘haves’ and ‘have not’s’.

Vegan probiotic products: A modern tendency or the newest challenge in functional foods

Vegan consumers represent an attractive economic target for the food industry with demand of products with health benefits, such as probiotic products. This review aimed to explore the so called vegan probiotic products by providing an overview of the commercial and studied products and their associated in vitro/in vivo health-promoting effects, and discuss the effect of probiotics on the technological and sensory properties in a range of products. The factors that impact on the probiotic survival, the main challenges and the trends of this market niche are presented. Vegan probiotic products may improve the lipid profile and the immune system, manage the diabetes, reduce Helicobacter pylori-associated diseases, have anticarcinogenic properties, and improve the general well-being. Fermented and non-fermented beverages are the main vegan probiotic products. The survival of probiotic cultures is dependent on the processing steps, food matrix, probiotic strain and the form of incorporation into the matrix, storage conditions, and addition of prebiotic components. Probiotics may alter the chemical composition, acidity, color, and acceptance of vegan foods and beverages but products with suitable probiotic survival, physicochemical characteristics, technological properties, and sensory acceptance can be obtained. However, the source of the strain may compromise the vegan status since most of those currently available are not isolated from vegetable matrices. Therefore, short-term marketing strategies should focus not only on the vegan public but also on those consumers that want to reduce the consumption of animal-derived products, besides seeking new non-animal derived strains.

Memotret Strategi Komunikasi Pemasaran Terintegrasi Pada Industri Fashion

ABSTRACTSaddap Leather Goods is a company which engaged in fashion especially leather products. As a newly established company, Saddap faces several problems from some divisions, particularly in the marketing division. It is found that brand awareness of Saddap is still considered low. This can be seen from the small number of follower on Instagram. This study aims to find the problem in Saddap by conducting the internal analysis. This analysis consists of SWOT Analysis and TOWS Analysis. The data in this study were obtained through interviews with six informants which consists of Saddap excisting consumer and potential consumer. The data were also obtained through observation, literature (library research), and documentation. From this study it can be concluded that Saddap was facing ineffectiveness of previous marketing activity. To fix this problem, Saddap uses marketing communication tools through the Integrated Marketing Communication. Marketing communication tools proposed by Saddap are Advertising, Sales promotion, Redesign of packaging, Personal Sales, Trade shows and Direct Marketing. This research proposed the short and long term marketing activity

The accountability paradox: How holding marketers accountable hinders alignment with short-term marketing goals

Marketers constantly face conflicting goals, as when long-term branding goals are inconsistent with short-term revenue goals. As accountability offers a potential instrument for resolving such goal conflicts, this research investigates the differential effects of external accountability versus internal accountability through two experimental studies. In Study 1, we find evidence that holding marketers externally accountable not only triggers self-categorization processes that strengthen the marketers’ marketing identity but also induces them to prioritize branding goals over short-term revenue goals. This prioritization creates a paradoxical situation: A firm interested in pursuing short-term revenue goals will find that holding marketing accountable leads to an increased focus on long-term branding goals. In Study 2, we find evidence that internal accountability has a reverse effect, causing marketers to prioritize short-term revenues goals over long-term branding goals.

Gamification in a servicescape context: a conceptual framework

While gamification has gained in popularity across different research domains, there is still scarce knowledge on gamification in a servicescape context. The little research that exists in this field does not point in any clear direction. However, further investigation of gamification can provide researchers and practitioners with opportunities to further understand, embed and implement gamification into their marketing activities. To solve these issues, this research reviews contemporary servicescape and gamification literature and conceptualises a framework showing how gamification and its mechanics are linked to the concept of servicescapes and its marketing outcomes. This review highlights gamified mechanics in servicescapes as visible, non-visible and platform dependent. These are shown to influence cognitive and affective responses such as engagement, motion, flow and emotions, which subsequently have impact on long and short-term marketing outcomes. Theoretical and managerial implications are also discussed.

Exploitation of Local Assets: Prerequisites for Success

Natural and Cultural Heritage, including intangible cultural heritage, are precious assets for local development in many districts and local communities which could be significantly beneficial for them. In many cases, Local Authorities use funding programs from the State, European Union or other sources for investments to exploit such assets. Such public investments for exploitation activities are planned and incorporate description of parameters of sustainability, feasibility analysis and many times master plans, place branding plans, marketing plans and business plans. In many cases, especially in small and medium size local authorities, but not only, it is found out that such approach remains theoretical and although it could be realistic, it is distant from the actual performance. In this paper, we examine a case where a local authority did proceed with such an investment to exploit a specific mixed natural and cultural asset and we determine factors that are prerequisites for the successful and sustainable tourism development related to that asset. Success factors include a holistic approach, the devotion of appropriate people in the management and marketing of the asset, a road map linked to the deployment of the short and medium term marketing plan, the selection of the appropriate indicators and methodology of measuring. Furthermore, we do examine the importance of the involvement of all stakeholders, without exclusions.
 
 
 Keywords: local development, sustainability, cultural and natural heritage

Using the production of welfare framework to measure the success of a short-term marketing campaign: a case study

This paper presents a case study of a small non-profit organisation in the United States and how it employed the production of welfare (POW) framework to assess the success of a short-term marketing campaign. The paper offers a brief introduction to the challenges of measuring marketing in the voluntary sector and an introduction to the production of welfare concept, and then analyses the case according to the POW framework. Viewed from the POW perspective, the short-term marketing campaign was a success even though it raised less money for the organisation in 2016 than in 2015 because it was more efficient and more effective and it increased participation by the community. We conclude by arguing that other non-profit organisations should consider adopting the POW framework for their own assessment and reporting efforts.

Building brand and fan relationships through social media

PurposeAs the popularity of social media increases, sports brands must develop specific strategies to use them to enhance fan loyalty and build brand equity. The purpose of this paper is to explore how two social media platforms were utilised by the Grand Slam tennis events to achieve branding and relationship marketing goals.Design/methodology/approachA content analytic design was employed to examine Twitter and Facebook posts from the official accounts during, and post-, each respective event.FindingsBoth sites were utilised to cultivate long-term relationships with fans and develop brand loyalty, rather than to undertake short-term marketing activations. However, these sites appear to serve a different purpose, and therefore unique strategies are required to leverage opportunities afforded by each. Interestingly, brand associations were utilised more frequently during the post-event time period.Practical implicationsThis study offers practitioners with useful insight on branding and relationship-building strategies across two social platforms. These results suggest that strategies appear dependent on the event, timeframe and specific platform. Moreover, the events’ differences in post use and focus may also indicate some differences related to event branding in an international context. Furthermore, sport organisations should look to leverage creative strategies to overcome limitations that platform-specific functionality may impose.Originality/valueThis study offers unique insights brand-building efforts in an international event setting, which differ in a range of contextual factors that impact on social media utilisation.

Modeling brent oil price with markov chain process of the fuzzy states

Purpose - The rapid change of crude oil price in the international market has attacted several investors into examining price fluctuations. The estimation regarding to the exact monthly price of the brent oil has always been a diffucult task in the business sector. Methodology - In this study , the directions of the monthly Brent oil prices from January 2003 to January 2017are analyzed using the Markov Chains of Fuzzy States technique. In the first instance, the data are classified into twenty-one fuzzy states, and then calculated the probability transition matrix of the fuzzy states for the given period. Findings- The directions of the monthly Brent oil prices are analyzed with transition matrix. Next the steady condition of the Brent oil return is obtained. These results give valuable information to decision makers regarding the investment opportunities of Brent oil for the short and long term marketing strategies. Conclusion- In crucial months, when a monthly return increases or decreases significantly, the proceeding month’s expected return also increase or decreases significantly. The proposed model can be used to estimate short term returns (one day) and also employing several fuzzy sets may give more investment opportunities.

Principles of Islamic Finance and Principles of Corporate Social Responsibility: What Convergence?

Islamic Finance, among its other features, figures as a financial and economic model based on principles and ethical values in which sustainable development and social responsibility play an essential role. The aim of this study is to illustrate the concept of Corporate Social Responsibility (CSR) with specific reference to Islamic financial institutions, their principles, values and objectives, in order to understand the underpinning dynamics and identify the convergences between the principles underlying conventional CSR and those of Islamic Finance. Specifically, the ultimate purpose of the comparison is to highlight how CSR may constitute a significant factor of convergence between Islamic and conventional finance systems, going beyond the logic of sustainability in short-term marketing policy and implementing medium- and long-term sustainability. This approach aims at increasing the potential for value creation and the pursuit of economic, social and environmental results for all stakeholders. This convergence should, finally, create conditions favourable to the harmonisation of the regulations and directives relative to CSR in the different countries, and therefore a better integration between Islamic finance institutions and conventional ones in the economic contexts.

Features of Marketer-Generated Content Tweets For Electronic Word of Mouth in Banking Context

This study aims to identify the features of Market-Generated Content (MGC) tweets that are posted with a purpose of initiating electronic word of mouth (known as eWOM). A successful tweet is a tweet that earns active participation from the customers, e.g. getting Retweeted (RT) or Favorited (FAV). The phenomenon of eWOM effectively helps to propagate marketing agendas in both short-term marketing campaigns and long-term brand awareness. In the analysis process, logistic regression and Association rule methods were applied to mine the significant features on the MGC posts which were collected from four selected banks in Thailand during a specific period of time. For results, logistic regression indicated a set of features that causes a substantial number of RT and FAV. Additionally, the Apriori algorithm of the Association rule further specified two key features for effective RT and FAV, and it also suggested how to combine other features with those two key features to enhance the gain of RT and FAV.Keywords: electronic Word of Mouth, eWOM, Marketer-Generated Content, MGC, Logistic regression, Association rule, Social media, Twitter mining.

Effect of analysts’ earnings pressure on marketing spending and stock market performance

Despite the clearly visible effects of analysts’ pressures on C-level executives in the popular press, there is limited evidence on their effects on marketing spending decisions. This study asks two questions. First, how do analysts’ pressures affect firms’ short-term marketing spending decisions? Based on a sample of 2706 firms during 1987–2009 compiled from Institutional Brokers Earning System, COMPUSTAT, and CRSP databases we find that firms cut marketing spending. Second, more importantly, we ask if firms which remained more committed in the past to marketing spending under analysts’ pressures have higher longer-term stock market performance. We find that the stock market performance of firms more committed to marketing spending under past periods of analysts’ pressures is higher. The findings are replicated for R&D spending and are robust across measures, controls, and methodologies. Consideration of two industry-based moderators, R&D spending and revenue growth, and one firm-based moderator, whether the firm is among the industry’s top four market share or other lower share firms, reveals that the findings are stronger for high R&D and growth industries and lower market share firms. One key implication is that top executives respond to analysts’ pressures by cutting marketing spending in the short term; however, if they can resist these pressures, longer-term stock market performance is higher.

Reframing the frame: a discursive frame analysis of textual markers in the Make in India Campaign

This study of textual markers in the Make in India Campaign examines how specific frames are activated by actors and texts. Using discursive frame analysis, we examine language units in the campaign as a micro (output) - meso (framework) - macro (context) strategy enabled by various acts of framing. We show how meaning-generation in this campaign is constitutive of the context that shapes it, as also the context that challenges it. We also examine how the MII campaign attempts an act of 'reframing' to replace the older restricting institutional frame (plateau) with a new field frame (forward movement) which may stabilise as a new institutional frame (continuous change) if the campaign achieves its short-term and long-term marketing and communication objectives. Finally, we discuss the implications of 'framing' as a useful construct and tool in management and organisational research and one that can enable effective marketing campaigns by bridging the mainstream-critical divide.