Developing Integrated Global Marketing Communication Programs

2022 ◽  
pp. 89-112
Author(s):  
Philip J. Kitchen ◽  
Marwa E. Tourky
Keyword(s):  
Marketing Communication ◽  
Global Marketing ◽  
Communication Programs

scholarly journals PENGARUH PROGRAM MARKETING COMMUNICATION TERHADAP KEPUTUSAN BERKUNJUNG DI TAMAN NASIONAL UJUNG KULON (Survei pada Wisatawan yang Berkunjung ke Taman Nasional Ujung Kulon)

2016 ◽  
Vol 2 (2) ◽  
pp. 407
Author(s):  
Novarin Nurjanah ◽  
Bagja Waluya
Keyword(s):  
Random Sampling ◽  
National Park ◽  
Sampling Technique ◽  
Marketing Communication ◽  
Systematic Random Sampling ◽  
Tourist Attractions ◽  
Communication Programs ◽  
Number Of Visits ◽  
Ecological Tourism

Banten is one province in Indonesia which has a variety of objects and the potential tourism. One of the tourist area is Ujung Kulon National Park. Ujung Kulon National Park is a kind of ecological tourism (ecotourism) that located in Pandeglang. This national park is very well known to foreign tourists and domestic tourists, primarily as a place of preservation of the Javan rhino (one-horned rhino and buffalo). However, tourist arrivals Ujung Kulon National Park in 2010 has decreased, therefore necessary to conduct research on aspects related to increasing the number of visits. including through programs conducted by the marketing communication manager Ujung Kulon National Park. Based on this, the researcher interested to conduct research The Influence of Marketing Communication Programs towards Visiting Decision in Ujung Kulon National Park. The problem of this study are 1). How the idea of marketing communication programs, 2). How the idea of the decision to visit, 3). How does influence marketing communication programs to the visiting decision. This study aims to obtain marketing communication description, visiting decision description and the influence of marketing communications programs to the visiting decision. The technical analysis of the data in this study is used the analysis of the path (path analysis) with a sampling technique is systematic random sampling of 100 respondents. The results of this study indicate that marketing communication programs have a significant influence on the decision to visit. Greatest effect is obtained through advertising and the smallest effect is obtained through the event and experience. This is because advertising is a means of promotion through various media such as print and electronic media that can provide more information to tourists. Suggestion for managers Ujung Kulon National Park, should further develop marketing programs through organized events and improve the quality of tourist attractions as well as provide information best time to visit the National Park Ujung Kulon.

scholarly journals IMPLEMENTASI KOMUNIKASI PEMASARAN PADA PRODUK HASIL OLAHAN LIMBAH BOTOL PLASTIK DI KOTA MALANG

IQTISHODUNA ◽  
2013 ◽  
Author(s):  
Yayuk Sri Rahayu
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
New Product ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Marketing Process ◽  
Communication Programs ◽  
Product Marketing ◽  
New Product Marketing ◽  
Descriptive Qualitative

Marketing communication has an important role in new product marketing process to inform dan promote the existing products. This research was focused and aimed to identify the implementation of marketing communication on recycle product from plastic bottles trashes at Malang. The research is descriptive qualitative and data was collected by quesionaire and observation. The result shows that producers of recycle product plastic bottles trashes have already implemented four marketing communication programs consist of advertising, sales promotion, publicity, dan personal selling. However, they have not implement direct marketing yet because lack of human resuorces.

Conversational Commerce and CryptoCurrency Research in Urban Office Employees in Thailand

2019 ◽  
Vol 15 (3) ◽  
pp. 34-48
Author(s):  
Tantham Rungvithu ◽  
Chutisant Kerdvibulvech
Keyword(s):  
Customer Satisfaction ◽  
Sample Size ◽  
Marketing Communication ◽  
Likert Scales ◽  
Global Marketing ◽  
The Past ◽  
Office Employees ◽  
Satisfaction Factors

Conversational commerce has become an emerging global marketing communication trend in the past few years. Recent studies suggested some beneficial aspects of conversational commerce in customer satisfaction, while some claimed different areas that conventional (traditional) commerce still excels in. Therefore, this research examined and compared conversational commerce with conventional commerce in terms of customer satisfaction towards Thai urban office employees, which helped to determine areas of improvement for conversational commerce sellers. Accordingly, a convenient sampling quantitative and qualitative surveys were conducted with the sample size of 50 (n=50), on Thai office employees aged 22-60 years. Nine different customer satisfaction factors and commentary session were employed to determine the effectiveness and winner of each commerce type via vertically designed ordinal Likert Scales. Cryptocurrency research is also conducted using interviews as a data collect method.

scholarly journals Direct Marketing Tools a Way to Market Success

2020 ◽  
Vol 26 ◽  
pp. 127-142
Author(s):  
Doina GURIŢĂ ◽  
Keyword(s):  
Direct Marketing ◽  
Consumer Involvement ◽  
Communication Process ◽  
Marketing Communication ◽  
Global Marketing ◽  
The Future ◽  
Essential Questions ◽  
Definition Of ◽  
The Relationship ◽  
Active Consumer

New conceptual developments in the field will have to take into account the developments in the telecommunications and IT sectors, which makes the focus in the future on the ability of direct marketing to create communication channels that stimulate active consumer involvement in the communication process, in perspective, through it, also in the production (provision) and distribution of different products and services. In the first part of this article I talk about the evolution of direct marketing, and in the second part I present ways, direct marketing tools that are paramount today and that lead an organization, a producer to profit. If databases are now the key to the definition of direct marketing, the future will bring interactivity and its effects to the forefront. Starting from the features of direct marketing, captured by the definition given above, some essential questions can be discussed regarding the relationship between direct marketing and the organization's marketing communication, respectively the relationship between direct marketing and the global marketing activity of the organization.

scholarly journals The use of the “Rational” system of global marketing communications in management of international enterprises

2019 ◽  
Vol 17 (3) ◽  
pp. 14-30
Author(s):  
Tatiana Obolenska ◽  
Inna Shatarska ◽  
Yegor Shevtsov
Keyword(s):  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Global Marketing ◽  
Rational System ◽  
Footwear Industry ◽  
Proposed Model ◽  
Modern System ◽  
Marketing Activities ◽  
Polynomial Trends

The modern system of global marketing communications is not ideal, that is why management of international enterprises needs to use creativity in their attempts to predict the results of the marketing activities. They often fail in forecasting, because specialists do not have necessary practical models and data. The article deals with the questions of developing a model of the “rational” system of global marketing communications, which will be ready for the implementation into managerial processes of the Ukrainian firms. The model in the research is based on one-factor and multi-factor equations with calculations on the example of the well-known American company Nike, which works in the segment of apparel and footwear industry and can be a bright example of building a strong marketing communication strategy. Methods of linear and polynomial trends, smoothing average and exponential smoothing were used for the development of the proposed model. The examination of the correlation between global income, costs on marketing communication activities of the international company and index of satisfaction by this enterprise on the market in the frames of the econometric model’s work showed the dependency, which can become a basis for future analysis. The invented model of the “rational” system of global marketing communications shows how managers can calculate the resultativity of specific marketing instruments, which they plan to accept as appropriate. Different indicators can be used in forecasting the effects of global marketing communications on the performance of international enterprises. The article shows that the more indicators are used in the model, the more accurate is the result.

Ad Avoidance and Distance Education Marketing

E-Marketing ◽  
2012 ◽  
pp. 552-565
Author(s):  
N. Bilge Ispir
Keyword(s):  
Distance Education ◽  
Avoidance Behavior ◽  
Target Audience ◽  
The Other ◽  
Marketing Communication ◽  
Education Programs ◽  
Media Environment ◽  
Communication Problems ◽  
Education Marketing ◽  
Communication Programs

All distance education institutions need inform their target audience (in this case, target students) about their education programs. In order to do this, distance education institutions apply some marketing communication activities including advertising. Distance education institutions have to use media to send their messages to target audiences. But target audiences are already in an ad-cluttered media environment and find ads irritating, boring, and offensive. Because of this, audiences try to avoid ads with different ways. On the other hand, audiences’ ad avoidance behavior is affected by some factors including attitudes toward an ad, ad clutter, and communication problems. This study aims to understand ad avoidance behavior and factors that affect ad avoidance. In the light of this understanding, distance education institutions may develop effective marketing communication programs and may manage ad avoidance.

Ad Avoidance and Distance Education Marketing

2011 ◽  
pp. 75-88
Author(s):  
N. Bilge Ispir
Keyword(s):  
Distance Education ◽  
Avoidance Behavior ◽  
Target Audience ◽  
The Other ◽  
Marketing Communication ◽  
Education Programs ◽  
Media Environment ◽  
Communication Problems ◽  
Education Marketing ◽  
Communication Programs

All distance education institutions need inform their target audience (in this case, target students) about their education programs. In order to do this, distance education institutions apply some marketing communication activities including advertising. Distance education institutions have to use media to send their messages to target audiences. But target audiences are already in an ad-cluttered media environment and find ads irritating, boring, and offensive. Because of this, audiences try to avoid ads with different ways. On the other hand, audiences’ ad avoidance behavior is affected by some factors including attitudes toward an ad, ad clutter, and communication problems. This study aims to understand ad avoidance behavior and factors that affect ad avoidance. In the light of this understanding, distance education institutions may develop effective marketing communication programs and may manage ad avoidance.

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