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DEVELOPING MARKETING STRATEGIES FOR TV SHOPPING STORES: A SECOND-ORDER STRUCTURAL EQUATION MODELING APPLICATION
Tsui-Yii Shih
International Journal of Electronic Business Management , 2011,
Abstract: This research examines the effects of marketing strategies, which are adopted by firms, from a consumer-based viewpoint, and provides a practical brand management discussion as reference for TV shopping retailers. A questionnaire survey is conducted to verify the determinant effects of firms’ marketing strategy (low pricing/relational ads/emotional ads/sales of international brands) and channel brand impression (perceived quality/brand image) on consumers’ loyalty intention (brand loyalty/purchase intention) toward TV shopping stores using a second-order structural equation modeling (SEM) method. Findings of the study indicate TV shopping stores could sell international brand products in the context of a brand selective strategy, enhance low pricing, emotional ads, and develop TV shopping store brand impression helpful to the channel loyalty intention of consumers.
An Investigation of Marketing via Mobile Devices - Attitudes of Croatian Marketing Experts  [cached]
Damir Dobrini?,Stjepan Dvorski,Neven Bosilj
Journal of Information and Organizational Sciences , 2008,
Abstract: Marketing activities supported by mobile devices offer great opportunities for direct communication with consumers without the barriers of time, place, location and other. This article explores opinions and expectations Croatian marketing experts have towards use of m-advertising and other available advertising media, where we take the perspective of marketing experts to predict the future of m-marketing and m-advertising in Croatia. The paper also discusses the relevance of m-advertising and investigates the future of m-marketing and m-advertising in Croatia. This research focuses mainly on understanding the potential and effectiveness of the use of mobile phones as a promotional medium, but we also try to recognize the level of concern of marketing experts associated with spam, relating to privacy intrusion and ethics components in m-advertising. Privacy and ethics concerns could create resistance to the adoption of m-advertising. Media selection becomes the most critical factor for the success of a promotional and advertising marketing campaign. Croatian experts still consider TV or newspapers the best way to reach a large number of potential consumers, but what are their expectations towards mobile advertising? To answer this question, we built a model that links attitudes towards advertising via classical media to the intention to use m-advertising.
Market Multiplication, Direct Marketing and the Marketing Mode of the Health Food Industry  [cached]
Zhihui Wen,Junyi Wan
International Journal of Business and Management , 2009, DOI: 10.5539/ijbm.v3n5p123
Abstract: The market multiplication theory includes the multiplication of market, time and benefit, and the direct marketing is based on this theory. Health food industry can adopt the mode of direct marketing, because the industry possesses characters of low production cost, high circulation cost and lots of users. The marketing mode, product promoting method and employee salary system of Amway Company which manages businesses including the health food production can be references for the direct marketing enterprises in the health food industry.
An Investigation of TV Advertisement Effects on Customers' Purchasing and their Satisfaction
Seyyed Yaser Ebrahimian Jolodar,Mohammad Esmaeil Ansari
International Journal of Marketing Studies , 2011, DOI: 10.5539/ijms.v3n4p175
Abstract: Today advertisement plays an important role in persuading customers to purchase products and services. On the other hand the expenses of advertisement in comparisons of other activities in most companies are very remarkable. Marketing studies showed that traditional advertisement strategies based on massive ads bombarding over a generic audience are not very effective and, in some cases, are at risk of being counterproductive. So, marketers and advertising companies are always looking for more effective and newer communication media and evaluation methods of advertising effectiveness. The present study attempts to examine the effects of Avishan company’s TV advertisement (As a big clothing producer company in Iran) on customers' attention to advertisement, interest for purchasing, desire for purchasing, action of purchasing and eventually customers' satisfaction in Babol city. The results show that the TV advertisement was effective in taking attention of customers, creating interest, desire and action of purchasing. Also, the study revealed that the customers were satisfied from purchasing Avishan’s products.
Uso del marketing nutricional en productos anunciados por televisión en Espa a Use of nutrition marketing in products advertised on TV in Spain
I. Cuevas-Casado,M. M. Romero-Fernández,M. á. Royo-Bordonada
Nutrición Hospitalaria , 2012,
Abstract: Introducción: El marketing nutricional ha despertado gran interés entre los consumidores, pudiendo inducirlos a error en caso de uso indebido. Objetivo: Describir la frecuencia y adecuación del uso del marketing nutricional en los productos anunciados en Espa a por televisión y analizar su perfil nutricional. Métodos: Mediante el visionado de 80 horas de emisión de 4 cadenas de televisión espa olas en los meses de mayo y junio de 2008, se seleccionaron los alimentos y bebidas publicitados. Una vez adquiridos éstos, estimamos la frecuencia de uso de las diferentes modalidades de marketing nutricional, el porcentaje de alegaciones nutricionales y de salud que cumplían el Reglamento Europeo y el porcentaje de productos menos saludables según el UKNPM. Resultados: De 88 productos analizados, el 74% recurrieron al marketing nutricional, la mitad presentaron alegaciones nutricionales y el 42% alegaciones de salud. El 89% de las 83 alegaciones nutricionales encontradas cumplían el Reglamento, siendo la relativa a productos light la que mostró un cumplimiento menor (25%). El 43% de los 37 productos con alegaciones de salud emplearon declaraciones autorizadas, un 75% de los cuales incluyeron también alegaciones no autorizadas. El perfil nutricional fue menos saludable en el 55% de productos que recurrieron al marketing nutricional. Conclusión: El incumplimiento del Reglamento Europeo sobre alegaciones nutricionales y de salud, junto al perfil nutricional "poco saludable" de muchos productos que recurren a éstas, podrían inducir a error a los consumidores espa oles. Para evitarlo, sería deseable monitorizar sistemáticamente el grado de cumplimiento del Reglamento e introducir el uso de perfiles nutricionales para aprobar este tipo de alegaciones. Background: Nutrition marketing has generated a great amount of consumer interest; however, improper use of this type of marketing could mislead consumers. Objectives: To describe the frequency and proper use in Spain of nutrition marketing for products advertised on television while analyzing their nutrient profile for comparison. Methods: Advertised food and drink products included in the study were selected after watching 80 hours of broadcasting of 4 Spanish television channels during May and June 2008. Upon purchase of the selected items, we estimated the frequency of use of the different nutrition marketing approaches, the proportion of nutritional and health claims meeting European regulations, and the proportion of less healthy products according to the United Kingdom Nutrient Profile Model UKNPM. Results: Of the
BEYOND THE BLOG: THE NETWORKED SELF OF TRAVEL BLOGGERS ON TWITTER
Deepti Ruth Azariah
PLATFORM : Journal of Media and Communication , 2012,
Abstract: Studies of the use of social media in tourism rarely discuss various tools in conjunction with each other. The growth of Twitter has attracted the attention of tourism researchers interested in the platform as a marketing tool and a source of information about consumers (Claster, Cooper, & Sallis, 2010; Hay, 2010). Similar studies of travel blogs largely focus on what tourists say about destinations and their own experiences (Akehurst, 2009; Bosangit, McCabe, & Hibbert, 2009; Schmallegger & Carson, 2008). Blogs in general, and travel blogs in particular, are widely regarded as providing credible information about their authors. Both the content and formal features of these online narratives shape the self-presentation and positioning of their authors as bloggers. Given that blogs are increasingly "distributed" (Helmond, 2010) and that independent travel bloggers often link to other platforms, it is necessary to consider author-created content beyond the blog to understand the presentation of what Papacharissi (2010) calls a "networked self." Drawing on the theories of Bakhtin and Goffman, which have informed previous analyses of blogs, and Dann’s (1996) concept of tourist discourse, this paper argues that the Twitter pages of independent travel bloggers extend the self-presentation in their blogs. In particular, it focuses on how travel bloggers use specific conventions, formal features, and narrative techniques of Twitter to express a networked self and reiterate themes of the blog. Through a random selection and textual analysis of various messages it finds that while there is some mention of the travel experience, the various conventions and conversations on Twitter are self-presentational elements that generally strengthen the authors’ position as travel bloggers. The characteristic narrative techniques of Twitter also reveal tensions between the discourses of travel and tourism. The networked self of the independent travel blogger is negotiated in these discursive tensions.
Evolution and Future Generation of TV  [cached]
Sandeep Joshi,S.L. Maskara
International Journal of Modern Education and Computer Science , 2012,
Abstract: No other electronic media has created as much mass impact as the TV. TV is both a personal as well as family/community device which makes it reach a large population. Obviously the immense popularity of TV has resulted in an unprecedented growth of TV viewing as well as technology. From the simple TV today one can have a smart TV with varying features satisfying all sections of society. The TV technology has grown in all aspects namely the TV studio technology, the TV transmitter & broadcast technology and the TV receiving device technology. Not only have the TV signals been converted from analog to digital, today one has high definition TV, the IPTV, the mobile TV and the 3D TV commercially available. It is very interesting and important to trace the evolution of TV technology from its basic form as in 1930s to date and to visualize their technical features at various stages of developments. This paper gives an overview of the developments in TV technology highlighting their important features.
The Influence of Entry Mode Decisions on International Marketing Policies. A Framework  [cached]
Fabio Musso
EIRP Proceedings , 2012,
Abstract: Several studies on firms' marketing strategy in foreign markets revealed inconsistent resultsregarding the relationship between entry mode strategies and the adoption of marketing policies. Thisinconsistency was due to the diversity of assumptions used for the conceptualization of the influence of entrymodes on marketing strategies. The purpose of this paper is to offer a conceptual model that can support theanalysis of how the firm’s choice of entry mode may influence the adoption of marketing tools in the selectedmarket.
Transformation of Traditional Marketing Communications in to Paradigms of Social Media Networking  [PDF]
T. R. Gopalakrishnan Nair,Kumarashvari Subramaniam
Computer Science , 2012,
Abstract: Effective Communication for marketing is a vital field in business organizations, which is used to convey the details about their products and services to the market segments and subsequently to build long lasting customer relationships. This paper focuses on an emerging component of the integrated marketing communication, ie. social media networking, as it is increasingly becoming the trend. In 21st century, the marketing communication platforms show a tendency to shift towards innovative technology bound people networking which is becoming an acceptable domain of interaction. Though the traditional channels like TV, print media etc. are still active and prominent in marketing communication, the presences of the Internet and more specifically the Social Media Networking, has started influencing the way individuals and business enterprises communicate. It has become evident that more individuals and business enterprises are engaging the social media networking sites either to accelerate the sales of their products and services or to provide post-purchase feedbacks. This shift in scenario has motivated this research which took six months (June 2011 - December 2011), using empirical analysis which is carried out based on several primary and secondary evidences. The research paper also analyzes the factors that govern the social media networking sites to influence consumers and subsequently enable their purchase decisions. The secondary data presented for this research were those pertaining to the period between the year 2005 and year 2011. The study revealed promising facts like the transition to marketing through SMN gives visible advantages like bidirectional communication, interactive product presentation, and a firm influence on customer who has a rudimentary interest...
Discussion on Creation of TV Directors under the Background of Media Convergence  [PDF]
Xiao Peng
Art and Design Review (ADR) , 2018, DOI: 10.4236/adr.2018.62007
Abstract: Rapid development of digital technique and network technique has accelerated convergence of various media, i.e., the convergence among paper media, TV media and other media. As the main force in creation of TV programs, the importance of TV directors is not to be ignored under the background of media convergence. Therefore, TV directors have to meet higher requirements. They should not only actively recognize and face modern fierce competition, but also enhance their own professional knowledge, skills and competence, and thus enrich the exhibition forms of TV arts. For this reason, the author has conducted analysis and discussion on creation of TV directors under the background of media convergence.
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