Marketing Communications

Cette quatrième partie du séminaire "Ingénierie des projets de communication)" à destination d'étudiants de langues et de lettres, s'occupe plus particulièrement à une présentation rapide des activités "techniques" dans le montage d'un projet de communication: spécification de l'objet du projet; définition d'un plan d'actions; mise en place d'une structure de gestion de projet.

Quality of life (QOL) has become a central issue of concern in peoples’ lives and the research on this topic has largely increased in the past decades. However, some studies on QOL only adopted objective indicators and QOL research is still very scarce in some fields of study such as tourism. Additionally, in tourism, the majority of the studies on QOL focus on assessing the QOL of residents of destinations and neglect segmentation based on QOL as a tool for market segmentation.
The aim of this study is to overcome some previously referred to limitations and, specifically: (i) to measure visitors’ perceptions of tourism impact on their QOL by adopting subjective indicators; and (ii) to segment visitors based on perceptions of tourism impact on their QOL.
Study results reveal that tourism is likely to have a more positive impact on the psychological and social domains of QOL and that QOL is a good basis for segmenting the tourism market. Visitors perceiving more positive tourism impacts in their QOL differ from others on several features such as motivations to travel, travel group, interaction with local residents and satisfaction with the trip.

Questo ebook sulla lead generation ha lo scopo di approfondimento sul tema senza presunzione.
L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sulla lead generation che spiegano sempre meglio l’efficienza della metodologia in ambito delle attività di marketing.

The technological change that was faced in the world caused many changes for
every market. Especially the improvement of Web 2.0 created a new way of
communication which was called as Social media. Social media first accepted by
the common people, in the second step the companies start using social media for
their corporate reputation. The final step was the use of countries, the
governments, the politicians and politic institutions. These three steps caused
social media platforms to be accepted officially by the world. The politics adapted
to social media very quickly. They start using it not only for elections in their
marketing campaigns but in their common life as a communication tool. After
politics started using Facebook and Twitter which are the most popular social
media platforms in the world the communication of politicians had a turn point.
Especially in the 2010s the usage of social media had a tremendous increase around the world. The number one social media platform Facebook, increased its reach to billion, Twitter became the second most important global social media platform in the world. This paper made a descriptive research on the social media usage of Turkey and Greece with a comparison of two countries most popular Facebook and Twitter platforms. The paper will give a look to the social media term and its global usage through politicians for Facebook and Twitter in the first part. In the second part of the paper there will be a research about the most popular Facebook and Twitter accounts of Turkey and Greece. The research will include the quantitative analysis of the highest ten accounts of two countries by June 2018.
The second part of the paper which is the main part of the research made an analysis for the Greek leader Alexis Tsipras and Turkish leader Recep Tayyip Erdoğan’s way of communication on their Twitter accounts. There would be a content analysis for the two leaders Twitter accounts for May 2018 and
interpretations will be made.

Questo ebook sul piano di marketing ha lo scopo di approfondimento sul tema senza presunzione.
L’obiettivo dell’ebook gratuito è quello di aggiornarlo con nuove storie ed esempi sul piano di marketing che spiegano sempre meglio l’efficienza della metodologia in ambito delle attività di marketing.
Gli allegati menzionati nella pubblicazione sono scaricabili qui:
https://www.reportnotprovided.com/piano-di-marketing/piano-di-marketing.zip

The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall corporate strategy (e.g., Kotler, 2000; Sudharshan, 1995). This broadening of the marketing concept, to include strategic as well as operational decisions, has resulted in an overlap between marketing and strategic management. Managers around the globe are recognizing the increasing importance for the firm to develop marketing strategies to compete effectively in worldwide markets. The emergence of a more open world economy, the globalization of consumers’ tastes, and the development of a worldwide commercial web all have increased the interdependency and interconnections of markets across the globe. In such a global environment, firms should develop their marketing strategy around three key dimensions (Zou and Cavusgil, 2002): (1) standardization-adaptation, (2) configurationcoordination, and (3) strategic integration. Following Sudharshan (1995), we define a firm’s marketing strategy as the development of and decisions about a firm’s relationships with its key stakeholders, its offerings, resource allocation, and timing.

There has been a significant increase in Corporate Social Responsibility (CSR) during the last five years in Cyprus and Greece.This paper is aimed at both researchers and public relations (PR) practitioners.The contribution of CSR practice from organizations is regarded as an important topic for Cyprus and Greece, and is a topic that received academic and practice attention and is becoming a mainstream issue for many organizations — is a very important factor for PR and Communication practitioners, helping them to understand better CSR practices in Cyprus and Greece.This research represents a study of current practice of CSR in Cyprus and Greece and an examination of their contribution and the fulfillment od its three pillars – social, economic, and environmental - understanding better the thematic areas of CSR currently taking place in both countries.This research employs a qualitative methodology, with data being analyzed qualitatively. A sample of 36 senior PR and Communication p...

System on programmable chip for the performance estimation of loom machine, which calculates the efficiency and meter count for weaved cloth automatically. Also it calculates the efficiency of loom machine. Previously the same was done using manual process which was not efficient. This article is intended for loom machines which are not modern.

Communication with the public, external communication is an important part of management systems providing transmission of information in order to make them accessible to those concerned and to those it may concern. A part of such communication is communication with the media and through them with the professionals and the public in general. Communication is responsible for providing objective, comprehensive, accurate and understandable information about the corporate strategy, but also their services, which positively affect the image of an enterprise.
Key Words: Communication, SME, process, channels

Komunikace s veřejností, vnější komunikace je důležitou součástí systémů řízení, který zajišťuje přenos informací, tak aby byly přístupné dotčeným osobám a osobám, kterých se týkají. Součástí takové komunikace je komunikace s médii a prostřednictvím nich s odborníky a veřejností obecně. Komunikace je zodpovědná za poskytování objektivních, komplexních, přesných a srozumitelných informací o podnikové strategii, ale také o službách podniku. Správně realizovaná komunikace pozitivně ovlivňuje image podniku
Key Words: komunikace, SME, proces, komunikační kanály

El objetivo principal de este estudio de caso es proponer y analizar una serie de aspectos descriptivos respecto a la situación actual de las comunicaciones de mercadeo del sector Healthcare de la compañía multinacional Philips. Mediante el diseño y aplicación de un número reducido, pero clave de entrevistas personales, efectuadas a personas cuya posición genera un contacto constante con los clientes de la organización y a una investigación personal basada en la indagación, observación y búsqueda en la web, se logró recabar información valiosa que refleja tanto el panorama actual como las fortalezas y desafíos que exhibe la empresa a futuro en torno a este campo. Con base en ello se determinó que la compañía posee medios y activos con los cuales podría potenciar sus comunicaciones, pero así mismo, que sin desarrollar ninguna clase de acciones de este tipo, debido a la ausencia de personal y en sí mismo a un departamento de marketing, ha obtenido resultados sobresalientes y sostenidos durante los últimos años.

In this paper there was characterized the phenomenon of marketing communication outsourcing. There were presented the basic concepts related to this issue. There was discussed a range of possible ways to implement marketing communication with the involvement of external service providers, such as agencies, individual experts and consultants. Phenomenon of marketing communications outsourcing was presented as a way to reduce costs and improve efficiency. Attention was also paid to negative aspects of outsourcing, like loss of control over the brand.

W artykule scharakteryzowano zjawisko outsourcingu komunikacji marketingowej. Przedstawiono podstawowe pojęcia związane z tym zagadnieniem. Omówiono zakres możliwych sposobów realizowania komunikacji marketingowej przy korzystaniu z ofert zewnętrznych podmiotów, takich jak agencje czy indywidualni specjaliści i doradcy. Outsourcing komunikacji marketingowej przedstawiony został jako sposób na redukcję kosztów i poprawę skuteczności działania. Zwrócono również uwagę na jego negatywne aspekty, w tym przede wszystkim możliwą utratę kontroli nad marką.

The study departs from the norm by investigating how attitudes and subjective norms conceptualized through the aggregated and disaggregated approaches predict intentions to purchase funeral products, as well as how the effects differ between groups based on past purchase behaviour. A structured questionnaire was self-administered to a purposeful sample of 500 Christians in Gaborone, Botswana, of which 457 (i.e., 91%) were useful responses. The findings of the aggregated approach show that both attitudes and subjective norms significantly and positively affect purchase intentions of funeral products. The effects are more evident for those who have purchased funeral products before, while the purchase intentions of those who have not purchased funeral products are influenced by subjective norms only. However, the findings based on the disaggregated approach reflect that motivation to comply is the most dominant, significant and positive predictor of intentions to purchase funeral products. Further results indicate that the intentions of those who have purchased funeral products before were significantly and positively influenced by evaluations, normative beliefs and motivation to comply, while the intentions of non-purchasers were only influenced significantly and positively by their motivation to comply. Thus, motivation to comply serves as a significant and positive predictor of intentions regardless of past purchase behaviour. The results imply that various components of attitudes and subjective norms affect intentions differently, and variations do exist in the effects according to the groups' past purchase behaviour. This study adopts a consumer behaviour perspective in offering insight into Christian burial rituals. By applying the Theory of Reasoned Action, the link between intentions and its predictors is investigated, which extends the literature about the purchase of funeral products beyond the study of spending behaviour. Its concentration on Christians in Botswana also provides a good starting point for highlighting the role of religiosity on the purchase of funeral products, while embracing an understudied society.

Establishing and developing relationships with customers is an important and inseparable part of marketing management. This effort should be relevant to the target group of customers, and it should be interesting in order to get the appropriate customer response. This paper presents a case study based on the principles of content analysis, pointing to a specific example of an unconventional approach to building customer relationships which is based on the personification of a product – chocolate biscuit called Fidorka, produced by company Mondelez International. The case study analyses a marketing communication campaign in an online environment, specifically by means of a special microsite and profiles on Facebook, YouTube and Instagram.

The emerging ‘customer engagement behaviour’ (CEB) literature predominantly discusses behaviours displayed by paying customers. However, the rise of free offerings, including free product trials, generates a need for re-examining the relevance of the existing paradigm based on paying customers. We propose the concept of ‘non-paying consumer engagement behaviours’ (CEBs) and outline how these may be leveraged to create value for the firm. We define non-paying CEBs as “a non-paying consumer’s motivationally-driven, positive behaviours toward a product, brand or firm, which are predicated on free offerings”. Using mixed methods and two field studies we develop a model of non-paying CEBs. Our investigations confirm that CEBs from previous studies are also applicable to non-paying consumers, but also identify additional CEBs. We examine the value created by non-paying CEBs for the firm, individuals as well as individual networks and indicate ways in which firms can capture value from non-paying consumers.  We make a substantive contribution to extant theory relating to CEBs and enhance the understanding of managerial practice.

The paper deals with intercultural marketing, which is a combination of two different phenomena - marketing and culture. The first objective of the paper lies in providing theoretical definitions of the above-mentioned areas. Subsequently, the aim is to analyse marketing communication of the selected automotive companies and determine its efficiency on social media within the context of cultural differences and cultural forms as their manifestations. A considerable amount of literature has been published on intercultural marketing, but only a few studies have concentrated on the connection with modern communication tools – i.e. social media. The data come from a research conducted online focused on Facebook. In total 2606 posts on twenty Facebook profiles of selected automotive companies were analysed. Our findings show that the use of standardization and adaptation is not related to the efficiency of marketing communication of individual Facebook profiles. One of the factors that d...

Abstract
Oil companies and community relations in Nigeria is particular to the oil-producing areas in Nigeria, which is the Niger Delta region. In Delta State, Warri precisely oil was discovered in 1997. MNOC's (multinational oil companies), were allowed to continue their oil operations under an agreement called the JOA (Joint operating agreement). This agreement helps clarify all the stakes of the companies and government in Nigeria. The Niger Delta, the leading oil and gas producing areas of Nigeria, has been described as one of the world's most extensive wetlands, and indeed the largest in Africa. However, problems challenge the operational activities of these oil companies. They range from the political type of the issues with links to the suggestive contradiction between the revenues generated from both the offshore and onshore income.
Moreover, accrued slated by the government bodies against the activists representing the host communities. Community relations is the way an organization relates to its publics and stakeholders to promote a cordial and sustainable relationship that will breed room for further connections. Organizations, especially oil companies, need to partake in community relations activities that will have a positive impact to have the neighbour of choice relationship. This relationship will ensure that operations carried out by these companies run smooth and fair, with little to no conflict situations.

En este trabajo se abordan las industrias culturales o industrias creativas en El Salvador con énfasis en el sector audiovisual y la producción de documentales. Se retoman los ejemplos de dos producciones salvadoreñas del año 2010: “UNO, la historia de un gol” y “La última ofensiva”; ambas fueron elegidas teniendo en cuenta su origen, sus temáticas, su difusión, exhibición y comercialización, destacando el hecho que fueron los únicos documentales que en este año se exhibieron en salas de cine. El reto de este trabajo es documentar un fenómeno interesante y promover el interés en continuar la investigación.

Brief textbook providing introduction to the field of public relations and related communications disciplines, eg. advertising, direct marketing, event management etc. Created for the purpose of a semestral course at Masaryk University, Brno (Czech Republic).
Main chapters: Corporate Identity and Cultury / Corporate Image, Reputation Management / Public Relations / Media Relations / Crisis Communications / Public Affairs, Government Relations and Lobbying / Internal Communications / Corporate Social Responsibility, Corporate Citizenship / Advertising / Direct Marketing / Event Management / Media in Corporate Communications / Political Marketing / Communication in Public Sector / Measurement of Communications

Consumers tend to buy more than they planned when out for shopping. The factors leading to the customers to buy more than they planned to on the basis of impulse are several and discussed in this paper. Primary data has been collected by only questionnaires on which descriptive analysis, factor analysis and correlation tools have been used to analyse the impact of different factors on impulsive buying behavior. The findings imply that the factors- past purchase experience, attractive store design and location trigger most impulse buys among consumers. However, factors like a good aroma and hedonic and emotional motives play a less important role in making consumers buy impulsively. Also, the study found that the post purchase dissonance is higher in unemployed/retired, married females than the other respondents’ categories of the survey. Moreover the study found that the factors are mostly independent of each other and do not correlate with other factors, except a set of few includi...

About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES
The Personalistic Aspect of Truth and Dialogue in the Context of Karol Wojtyła’s Philosophy: John Paul II’s
Ethics of Media, Arkadiusz Modrzejewski................................................................................................. 4
Controversial Themes in Advertisements: On Manipulating the Emotions of Audiences and Extending
the Boundaries of the Social ‘Taboo’, Małgorzata Koszembar-Wiklik......................................................... 18
Media Education of Children and Youth as a Path to Media Literacy, Božena Šupšáková..............................32
The Beginnings of Market Research and Measurement of Market Advertising Effectiveness, Dušan Pavlů .....52
RESEARCH STUDIES
Ambient Marketing Practices in the United States: A Professional View, Amiee J. Shelton -
Łukasz P. Wojciechowski - Jamie Warner ................................................................................................66
Search Engine Optimisation and Google Answer Box, Andrej Miklošík - Ferdinand Daňo ...........................82
Execution of Advertising and Celebrity Endorsement, Peter Mikuláš - Jaroslav Světlík ................................92
Czech Local Press Content: When More is Actually Less, Lenka Waschková Císařová.............................. 104
INTERVIEW
Some Notes on the Translation as an Interpretative Art and Communication as well. Interview
with Juraj Vojtek, Ján Višňovský - Jana Radošinská ................................................................................118
REVIEWS
Handbook of Brand Semiotics, Pavol Minár .......................................................................................... 128
Current Issues of the Journalistic Theory and Practice in the Era of the Internet, Lenka Rusňáková ........... 129
The New Rules of Sales and Customer Service, Alena Kusá .................................................................... 133
Speech Communication, Dominika Rašová .......................................................................................... 134
TODAY
“Back to the Future” sci-fi at (KO)Media, Katarína Fichnová ................................................................. 137
Umberto Eco (1932 - 2016), Ladislav Volko ........................................................................................ 138
Igor Ševčík (1951 - 2003), Ladislav Volko ........................................................................................... 140

Many businesses are managing a sharp decline in sales during the
ongoing coronavirus crisis. An instinctive reaction may be to cut low-performing products from their menu of offerings — but this isn’t always the best way forward. The authors lay out a case for adding an ultra-expensive product to their portfolio. There are five reasons to do it: To increase sales across other products; to communicate expertise; to convey prestige; to garner publicity; and to move upmarket.

Rent the Runway is an eCommerce website specialized in renting luxury designer clothing and accessories for women.

This research paper provides an in-depth analysis of Rent the Runway's business strategy, which includes their digital strategy, marketing strategy, channel strategy, customer segments, competitive analysis, and financial performance, in order to present an eCommerce strategy plan for the next 3 years. This paper is accompanied by a PowerPoint presentation.

This paper received First Class Honors in the eCommerce course at Trinity Business School.

Owing to aesthetic components that advertisement texts generally have, advertisements are sometimes perceived as a genre of art by some circles. The study is based upon a perspective presented by an interdisciplinary background and it acknowledges a paradigm that advertising is not a genre of art, it obviously pursues commercial profits and within this context, expolits the created aesthetics in product. The main objective of the study, which focuses advertising aesthetic fundamentally, is to build a scientific model formulating some levels of aestheticisation during its production process. Formulation in question has been reconstructed on theoretical and applied literature.

This book covers a variety of topics of interest to practitioners, academics, and students including industry profiles, varietal-specific challenges, place-based identity, ownership succession, business relationship issues, buyer behavior insights, market segmentation, managing scandals, and market channels. Each chapter is written as a stand-alone section comprised of a short introduction to context and relevant concepts, one or several exemplary cases or empirical studies, and a summary of what can be learned for management and future research. (from the Preface)



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1) A note on the USA wine industry - 2008
Armand Gilinsky
2) Sangiovese in California: Technical and marketing aspects
Leonardo Casini, Carlo Daniele
3) Territorial identity as a competitive advantage: the case of Siena’s wine region
Benedetto Ronchi, Manuela Gabbai
4) Managing succession in family business: successful lessons from long-lasting wineries in Tuscany
Lorenzo Zanni, Luca Devigili, Stefano Montezemolo
5) Relationships in the wine industry
Michael Beverland, Adam Lindgreen
6) Understanding wine consumer behavior: Recent insights and open issues
Ulrich Orth
7) Lessons from Italian Youngsters: How to deal with wine complexity by marketing management
Alberto Mattiacci, Federica Ceccotti, Costanza Nosi
8) Are you ready for the unexpected? The case of the Brunello crisis
Alessio Cavicchi, Cristina Santini, Elena Beccacece
9) Wine clubs and direct sales: learning a lesson from the USA
Cristina Santini, Monica Faraoni
Biographical Sketches