Download or read book Two Essays on Product Positioning and Social Media written by and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book A Dark Tinge to the World written by Soledad S. Reyes and published by UP Press. This book was released on 2005 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book ESSAYS IN ADVERTISING MESSAGES MASS MEDIA AND PRODUCT POSITIONING written by Jun Bum Kwon and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: In my dissertation, I apply emerging big data methodologies to measure the effects of advertising content and detect potential product segments. First, I explore whether advertising messages can change the topics reported in mass media. Specifically, I examine whether Dove's real beauty campaign increased the incidence of real-beauty-related topics in newspapers. Using a topic model, I segment beauty-related topics and identify topics related to real beauty. The number of sentences labeled as real beauty topics increases during the campaign. While the Dove campaign's significant impact on real beauty topics around the time of the campaign holds even in newspapers without Unilever ads, the impact is larger in newspapers containing Unilever ads. Overall, this evidence is consistent with both a mass media's public service role and an advertiser pressure influencing mass media content. In my next study, joint work with Avi Goldfarb and Trevor Snider, I introduce a method for identifying potentially related products using topological data analysis (TDA). From both simulated and real consumer purchase data, I show that "loopy segments" in TDA can connect regionally separated local products through national products, while standard clustering methods such as hierarchical clustering cannot. Lastly, I test whether comparative advertising reposition rival brands closer together. Using Google Trends' aggregate consumer search data, I analyze Samsung's U.S. television comparative advertising campaign against Apple's iPhone. I count co-occurrence of searches for brand pairs (e.g. Samsung Apple) and their brand-product attributes (e.g. Samsung screen, Apple Screen), to respectively map brand and product space. I find that advertised rival brands become closer together in both brand and product spaces but not significant in product space. My results suggest that a lower share brand may benefit from comparative advertising against a market leader by forcing itself to be more considered alongside a market leader when consumers search brands.
Download or read book Digital Marketing written by Dave Chaffey and published by Pearson UK. This book was released on 2019-02-05 with total page 614 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.
Download or read book The Strategic Digital Media Entrepreneur written by Penelope M. Abernathy and published by John Wiley & Sons. This book was released on 2018-09-28 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: A goldmine of strategic insights and practical business guidance covering all aspects of media entrepreneurship in the Digital Age The media industry is facing epic upheaval. Revolutionary new technologies compel those in businesses as diverse as broadcasting to book publishing to radically recreate their business models or be left in history’s wake. At the same time, those with the next big idea are eager to acquire the business know-how needed to make it in today's brave new world of media. Written by a uniquely well-qualified author team, this book addresses the concerns of both audiences. Penelope Muse Abernathy and JoAnn Sciarrino provide timely lessons on everything from media financing to marketing, business strategy to leadership, innovation to business accounting. They use numerous case studies and real-world vignettes to reveal the success secrets of today's hottest media entrepreneurs, as well as the fatal flaws that leads many promising new ventures down the road to ruin. They begin with a primer on digital entrepreneurship basics, covering how to create a winning digital business model, obtain financing, do business accounting, identify strategic challenges, and more. From there they show you how to: Develop sustainable customer-focused strategies while overcoming the unique leadership challenges of the Digital Age Define your company's unique value proposition, prioritize investments in key assets, and form strategic partnerships and alliances Understand and prepare to exploit the vast potential inherent in the next generation of digital technologies, including artificial intelligence, virtual reality, and blockchain, among others The two companion websites feature a wealth of supplemental material, including updates, instructional videos, essays by media leaders, as well as PowerPoint presentations and study guides for instructors. Packed with practical insights and guidance on all aspects of the business of media in the Digital Age, The Strategic Digital Media Entrepreneur is a must-have resource for professionals and students alike in advertising, marketing, business strategy, entrepreneurship, finance, social media, and more.
Download or read book Positioning The Battle for Your Mind written by Al Ries and published by McGraw Hill Professional. This book was released on 2001-01-03 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there • Position a follower so that it can occupy a niche not claimed by the leader • Avoid letting a second product ride on the coattails of an established one. Positioning also shows you how to: • Use leading ad agency techniques to capture the biggest market share and become a household name • Build your strategy around your competition's weaknesses • Reposition a strong competitor and create a weak spot • Use your present position to its best advantage • Choose the best name for your product • Determine when-and why-less is more • Analyze recent trends that affect your positioning. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.
Download or read book Essays on Product Placement written by Deepa Anil Pillai and published by . This book was released on 2011 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The first essay focuses on two measures of product placement effectiveness - audience recall and attitudes toward the placement. Extant empirical studies that address the antecedents of these constructs were integrated through a meta-analysis. Essay 2 focuses on the effect of repetition of placements of the same brand within a single television program and essay 3 addresses "Need for Cognition", an individual level variable that was found to affect audience response toward the brand placed. Data were collected through an online survey and analyzed using structural equation modeling. Limitations of the studies, the relevance of the findings to marketing practice, and the contribution to scholarly research are discussed.
Download or read book Start with Why written by Simon Sinek and published by Penguin. This book was released on 2011-12-27 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: The inspirational bestseller that ignited a movement and asked us to find our WHY Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time—with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the WHY of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever. START WITH WHY asks (and answers) the questions: why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. START WITH WHY shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.
Download or read book International Media Research written by John R. Corner and published by Routledge. This book was released on 2004-01-14 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Media Research offers a rigorous and critical review of key approaches and concerns that have recently defined the field of media research. In this clearly argued collection of essays, the contributors analyze and reflect upon dominant themes and debates that have made media research an increasingly important element of cultural theory. The volume begins with a critical evaluation of the work of the leading media scholar, Elihu Katz, and continues with an exploration of the relationship between media studies and adjacent disciplines: cultural studies and gender and sexuality. Contributors drawn from Britain, America, Canada and Belgium consider the relationships between media research and media policy in different national and international contexts. Focusing on the European Union, East-Central Europe, North America and Latin America, chapters assess the impact of social, economic and political circumstances on policy debates and the shaping of the research agenda. The final chapter adopts a transatlantic perspective in tracing and analysing the history of the media's role in reporting war.
Download or read book Competition in Marketing written by Vera Magin and published by Springer Science & Business Media. This book was released on 2007-12-27 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: In her first essay Vera Magin uses primary experimental data to explore the effects of information on marketing decisions, performance, and competition. In the second essay she discusses several approaches to measure product differentiation in spatial contexts.
Download or read book Otherness and the Media written by Hamid Naficy and published by Routledge. This book was released on 2016-10-04 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: This anthology on otherness and the media, first published in 1993, was prompted by the proliferation of writings centring on issues of ‘difference’, ‘diversity’, ‘multiculturalism’, ‘representation’ and ‘postcolonial’ discourses. Such issues and discourses question existing canons of criticism, theory and cultural practice but also because they suggest a new sense of direction in theorisation of difference and representation.
Download or read book Point of Sale written by Daniel Herbert and published by Rutgers University Press. This book was released on 2019-12-13 with total page 301 pages. Available in PDF, EPUB and Kindle. Book excerpt: Point of Sale offers the first significant attempt to center media retail as a vital component in the study of popular culture. It brings together fifteen essays by top media scholars with their fingers on the pulse of both the changes that foreground retail in a digital age and the history that has made retail a fundamental part of the culture industries. The book reveals why retail matters as a site of transactional significance to industries as well as a crucial locus of meaning and interactional participation for consumers. In addition to examining how industries connect books, DVDs, video games, lifestyle products, toys, and more to consumers, it also interrogates the changes in media circulation driven by the collision of digital platforms with existing retail institutions. By grappling with the contexts in which we buy media, Point of Sale uncovers the underlying tensions that define the contemporary culture industries.
Download or read book Media Controversy Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2019-09-06 with total page 814 pages. Available in PDF, EPUB and Kindle. Book excerpt: Media is rapidly evolving. From social media to news channels, individuals are being bombarded with headlines, new technologies, and varying opinions. Consequently, it has become pivotal to develop new approaches for information processing, understanding, and redistributing. Media Controversy: Breakthroughs in Research and Practice examines the effect of conflicting opinions and views of news outlets and other mass media outlets on cultures, individuals, and groups. It also examines the role of the internet, mobile phones, and other digital platforms in creating an environment for discussing and sharing the latest controversial news. Highlighting a range of topics such as censorship, media ethics, and media transparency, this publication is an ideal reference source for government officials, leaders, activists, professionals, policymakers, media specialists, academicians, and researchers interested in the various facets of media controversy.
Download or read book Dissertation Abstracts International written by and published by . This book was released on 2009 with total page 640 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Power of Distributed Perspectives written by Günter Abel and published by Walter de Gruyter GmbH & Co KG. This book was released on 2016-10-10 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do people and institutions manage to bring their different perspectives into an effective and productive interplay? How can we overcome obstacles for the creative potentials of distributed perspectives? Traditionally, the perspectives of people and institutions are considered to be fixed and isolated points of view. In such a picture, the perspectives seem determined in advance by positions and persons seem trapped within their perspectival horizons. In contrast, the new approach of this volume’s contributions focuses on the simple but fundamental fact that people (in their perceiving, speaking, thinking, and acting) always already refer to fellow human beings and coordinate their own perspectives with those of other persons and institutions. The contributions of the present volume concentrate on the structures, mechanisms, and dynamics of the interplays of different perspectives of interacting, communicating, and cooperating persons and institutions. The volume focuses on how the creative potentials as well as the organizational effectiveness of distributed perspectives can be set free.
Download or read book Research Anthology on Social Media Advertising and Building Consumer Relationships written by Management Association, Information Resources and published by IGI Global. This book was released on 2022-05-13 with total page 2012 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.
