A Quadratic Knapsack Model for Optimizing the Media Mix of a Promotional Campaign

2015 ◽  
pp. 251-264 ◽  
Author(s):  
Ulrich Pferschy ◽  
Joachim Schauer ◽  
Gerhild Maier
Keyword(s):  
The Media ◽  
Promotional Campaign ◽  
Quadratic Knapsack ◽  
Media Mix ◽  
Knapsack Model

scholarly journals Women's Participation in Media Campaign in the Light of Sharia

2016 ◽  
Vol 4 (1) ◽  
pp. 23-39
Author(s):  
Muhammad Ishaq ◽  
Syed Mohsin Ali
Keyword(s):  
Electronic Media ◽  
Social Activities ◽  
Media Campaign ◽  
The People ◽  
Women's Participation ◽  
The World ◽  
The Media ◽  
Promotional Campaign ◽  
Physical Beauty

People use different promotional tools to promote their products and services so that other people come to know about those products and services and their benefits. For this promotion,both print and electronic media are very important tools nowadays. The world is on its peak, people are developed and have become modern thinkers and so did the media. The media has made it a point to the people of this world that we are your need and you will only develop more by using us and avoiding the media will prove harmful for you.It is worth noticing that participation and involvement of females in these promotional campaigns is also considered as very important. Whereas, females have nothing to do with the promotion of a product or service and the objectives of a promotional campaign can also be achieved without their involvement in it. Islam has given clear orders for females to cover themselves and appear modest at all times. The temptation of unnecessary involvement of females with males in social activities has been condemned in the teachings of Islam. In the light of these orders by Al Mighty ALLAH, the participation and involvement of females in the promotional campaigns of products and services will be totally against the spirit of Islam. This is because these promotional campaigns use a female's facial and physical beauty to sell a product or service, which spreads moral and ethical corruption in the society. Therefore, this is a condemnable act in the light of teachings of Islam and it must be avoided.

Marketing Response Modelling: Impact of Digital Marketing for a Luxury Car Brand

2019 ◽  
Vol 14 (3) ◽  
pp. 254-270
Author(s):  
Mihir Dash ◽  
Kshitiz Sharma
Keyword(s):  
Digital Media ◽  
Emerging Economies ◽  
High Growth ◽  
Digital Marketing ◽  
Independent Variables ◽  
Goods Market ◽  
The Media ◽  
Media Mix ◽  
Response Modelling ◽  
The Impact

The luxury car segment is the most vibrant segment in the luxury goods market, experiencing high growth in recent years in the emerging economies of China, India, and Brazil. In India, the luxury car segment is dominated by three major players, that is, Audi, Mercedes-Benz, and BMW, together accounting for 85 per cent of the total Indian luxury car segment. The study proposes a marketing response model for luxury car brands, involving a linear model with all possible interaction effects. The model is applied in the case of a luxury car brand which had recently adopted digital marketing in addition to its traditional advertising media mix. The response in the form of customer queries at its showroom (situated in Bangalore, India) was taken as the dependent variable. The independent variables were the advertising expenditure in different media, viz. newspapers and magazines, display events, and digital media. The results of the model provide a measure of the effectiveness of each of the media, the interaction between them, as well as the impact of digital marketing.

scholarly journals Consuming Production: Anime’s Layers of Transnationality and Dispersal of Agency as Seen in Shirobako and Sakuga-Fan Practices

Arts ◽  
2018 ◽  
Vol 7 (3) ◽  
pp. 27 ◽  
Author(s):  
Stevie Suan
Keyword(s):  
The World ◽  
The Media ◽  
Publishing Houses ◽  
Alternative Type ◽  
Fan Practices ◽  
A Chain ◽  
Human Actors ◽  
Media Form ◽  
Media Mix ◽  
Alternative Reading

As an alternative reading of anime’s global consumption, this paper will explore the multiple layers of transnationality in anime: how the dispersal of agency in anime production extends to transnational production, and how these elements of anime’s transnationality are engaged with in the transnational consumption of anime. This will be done through an analysis of Shirobako (an anime about making anime), revealing how the series depicts anime production as a constant process of negotiation involving a large number of actors, each having tangible effects on the final product: human actors (directors, animators, and production assistants), the media-mix (publishing houses and manga authors), and the anime media-form itself. Anime production thus operates as a network of actors whose agency is dispersed across a chain of hierarchies, and though unacknowledged by Shirobako, often occurs transnationally, making attribution of a single actor as the agent who addresses Japan (or the world) difficult to sustain. Lastly, I will examine how transnational sakuga-fans tend to focus on anime’s media-form as opposed to “Japaneseness”, practicing an alternative type of consumption that engages with a sense of dispersed agency and the labor involved in animation, even examining non-Japanese animators, and thus anime's multilayered transnationality.

Hispanic Marketing: National Advertiser Spending Patterns and Media Choices

1994 ◽  
Vol 71 (1) ◽  
pp. 191-198 ◽  
Author(s):  
Sabrina R. Goodson ◽  
Mary Alice Shaver
Keyword(s):  
National Level ◽  
Broadcast Media ◽  
Event Marketing ◽  
Spending Patterns ◽  
Hispanic Marketing ◽  
Survey Results ◽  
The Media ◽  
Hispanic Market ◽  
Media Mix ◽  
Media Choices

This study examines spending patterns and media choices of national advertisers targeting the Hispanic audience. Survey results show that companies who target the Hispanic market at the national level spend only 1.5% of their total budgets in Spanish-language advertising. The media mix used for this audience is quite different than that reported for the general audience; 80% of ad dollars go to broadcast media. The authors suggest that promotions, particularly event marketing, can be a way for national advertisers to both customize messages and gain increased recognition in local markets.

scholarly journals Pengaruh Campuran Pasir dan Serat Aren pada Kailan (Brassica oleraceae) dengan Hidroponik Substrat

2014 ◽  
Vol 16 (1) ◽  
pp. 19
Author(s):  
Samanhudi Samanhudi ◽  
Dwi Hardjoko ◽  
Riandy Adhitya
Keyword(s):  
Wood Fiber ◽  
Dry Weight ◽  
Fresh Weight ◽  
Randomized Design ◽  
The Media ◽  
Number Of Leaves ◽  
Completely Randomized Design ◽  
Brassica Oleraceae ◽  
Media Mix ◽  
Leaf Greenness

<p>Wood fiber waste of arenga produced from starch palm industry. It is not handled properly so that could be potentially cause problems for the surrounding community. Wood fiber waste of arenga is potentially used as a medium for hydroponics. The waste can be utilized to get a new composition of hydroponic media. This study aims to determine the effect of a mixture of sand with arenga fiber waste. This research was carried out by using a mixture of sand and arenga wood fiber waste as a medium. This is an experimental study using a completely randomized design. This study aims to determine the effect of a mixture of sand and arenga fiber waste for kailan growth. The results showed that the mixture of sand and arenga wood fiber waste has no effect on kailan growth. The combination of mixtures of sand and arenga fiber waste showed no interaction. Observations on plants such as plant height, number of leaves, leaf greenness levels, the fresh weight of crop stover and stover dry weight of the plant, showed a row of the highest results in the media mix washed sand, washed sand and rice husk</p>

scholarly journals Queering the media mix: The female gaze in Japanese fan comics

2015 ◽  
Vol 20 ◽  
Author(s):  
Kathryn Hemmann
Keyword(s):  
Marketing Strategies ◽  
Physical Relationship ◽  
International Media ◽  
Male Characters ◽  
Production And Consumption ◽  
Female Gaze ◽  
Narrative Production ◽  
The Face ◽  
The Media ◽  
Media Mix

The Japanese expression "media mix" refers to multimedia marketing strategies for entertainment franchises. Although such franchises are commonly understood as being controlled by large corporations, the fans of these media properties make significant contributions to the mix, often expanding on the central themes of the source texts and queering them by rendering their subtexts explicit. In dōjinshi, or self-published fan comics, female readers create their own interpretations of stories, characters, and relationships in narratives targeted at a male demographic. In BL (boys' love) fan comics, which are notable for their focus on a romantic and often physical relationship between two male characters, the female gaze has created its own overtly homoerotic readings and interpretations that creatively subvert the phallocentrism implicit in many mainstream narratives. The interactions between texts and their readers found in dōjinshi illustrate how cycles of narrative production and consumption have changed in the face of active fan cultures. Because of the closely interrelated nature of the components of increasingly international media mixes, communities of fans have the potential to make positive and progressive contributions to the media mix ecosystem.

scholarly journals Product placement as an efficient marketing tool within the media mix

2021 ◽  
Vol 10 (1) ◽  
pp. 224-238
Author(s):  
Alicia Martín García
Keyword(s):  
Film Industry ◽  
Historical Review ◽  
Structured Interview ◽  
Product Placement ◽  
General Motors ◽  
Primitive Form ◽  
Product Placements ◽  
The Media ◽  
Marketing Tool ◽  
Media Mix

Product placement has existed in its most primitive form since the dawn of cinema. Now, due to the saturation of conventional advertising, this technique has reached its zenith, with brands appearing in an environment without competition, as a natural element of the plot. The automotive sector has been present from the beginning and soon understood the expressive possibilities that were offered. General Motors began its journey in the film industry in 1933 following an agreement with Warner. Since then, the General Motors group has had a growing presence in the film industry, which reached its peak in Transformers (2007), an unprecedented type of product placement. It is possible to identify a clear cause-effect relationship in the company’s sales, with product placement being an efficient marketing tool within the media mix, as we will show throughout this investigation. The study begins with a historical review of brand placement in North American cinema (1933-2014), then proceeds with a content analysis, following the methodology proposed by Méndiz (2001), of advertising placement in film and a structured interview with Norm Marshall, the director and founding partner of Norm Marshall & Associates, responsible for GM’s product placements.

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