Nine · Mass- Marketing the Empire

2020 ◽  
pp. 187-209
Keyword(s):  
Mass Marketing

scholarly journals Profiling Visitors to Romanian Ecotourism Destinations

2021 ◽  
Vol 13 (5) ◽  
pp. 2958
Author(s):  
Cristinel Petrișor Constantin ◽  
Vasile Papuc-Damașcan ◽  
Andrei Blumer ◽  
Ruxandra-Gabriela Albu ◽  
Titus Suciu ◽  
...  
Keyword(s):  
Empirical Studies ◽  
Cultural Tourism ◽  
Marketing Strategies ◽  
Market Segments ◽  
Chi Square ◽  
Proper Management ◽  
Heated Debate ◽  
Chi Square Analysis ◽  
Mass Marketing ◽  
Niche Strategy

Visitors’ increasing interest in nature-based and cultural tourism, especially in the context of ecotourism destinations, has generated a heated debate in tourism literature. Some authors consider that ecotourism should be approached through a niche strategy rather than through mass marketing. Therefore, identifying the main characteristics of visitors to ecotourism destinations is very important in setting management and marketing strategies adapted to their specific needs. The present paper aims to identify the profile of visitors to Romanian ecotourism destinations, considering the ecotourism potential of this country and the scarcity of empirical studies on these types of destinations. To reach this aim, a survey was conducted in four Romanian ecotourism destinations. By computing the data collected from a sample of 1157 visitors, four visitor segments have been identified based on a single characteristic (visit purpose). Crosstabulation and Chi-square analysis were used in order to identify the profiles of these segments. The results reveal that most of respondents are nature travellers, followed by culture travellers. The findings may be used by ecotourism destination managers in order to target specific market segments and establish proper management and marketing strategies.

Risk perception and visit intention on Olympic destination: Symmetric and asymmetric approaches

2021 ◽  
pp. 135676672199598
Author(s):  
Yeongbae Choe ◽  
Hany Kim
Keyword(s):  
Risk Perception ◽  
Risk Perceptions ◽  
Demographic Factors ◽  
Marketing Strategies ◽  
Destination Choice ◽  
Target Marketing ◽  
Negative Perceptions ◽  
Methodological Approaches ◽  
Mass Marketing

Tourists’ risk perceptions have been studied extensively in tourism literature and are considered an important factor influencing destination choice. However, despite the extensive research, many earlier studies using symmetric approaches have not adequately succeeded in addressing the contrarian case – high visit intention despite having negative perceptions. Therefore, this study utilised both symmetric and asymmetric approaches to address the effects of tourists’ perceptions (i.e. risk perception, image, and attitude) and demographic factors on their visit intention. While the symmetric approach showed that Zika-related perceptions did not have an impact on destination visits, in the asymmetric approach, these same perceptions significantly influenced both high and low visit intentions. This study contributes to the existing knowledge of risk perceptions by highlighting the differences between the two methodological approaches. Destination marketers could utilise these findings to develop both mass marketing and target marketing strategies.

scholarly journals ANALISIS EFEKTIVITAS PEMASANGAN IKLAN PADA APLIKASI MOBILE DAN FAKTOR-FAKTOR YANG MEMENGARUHINYA

2012 ◽  
Vol 7 (1) ◽  
pp. 42
Author(s):  
Sani Muhammad Isa ◽  
. Frisca ◽  
R. Puspitasari ◽  
S.T. Setyady ◽  
Y. Sari
Keyword(s):  
Mobile Applications ◽  
Survey Method ◽  
Mobile Telecommunication ◽  
Mobile Advertising ◽  
User Attitudes ◽  
The World ◽  
Considerable Impact ◽  
One To One ◽  
Mass Marketing ◽  
Communications System

Perkembangan sistem komunikasi yang semakin cepat membawa dampak yang cukup besar bagi dunia periklanan pada aplikasi mobile. Hal tersebut disebabkan oleh besarnya peluang bagi perusahaan untuk memasarkan produknya dalam bentuk mobile advertisement. Mobile advertisement adalah sebuah iklan yang dapat tampil dalam berbagai bentuk, seperti musik, grafik, suara, atau tulisan melalui terminal telekomunikasi mobile. Salah satu kelebihan mobile advertisement adalah dapat melakukan one-to-one marketing dan mass marketing secara bersamaan. Pada umumnya perusahaan menjalin kerjasama dengan pihak pengembang aplikasi mobile yang telah populer atau paling banyak diunduh, dengan cara memasang iklan pada aplikasi tersebut. Hingga saat ini masih belum diketahui secara jelas mengenai tingkat efektivitas teknik pemasaran produk atau jasa melalui pemasangan iklan pada aplikasi mobile. Efek pemasangan iklan pada aplikasi mobile kepada pengguna aplikasi belum menjadi hal yang dianggap penting oleh sebagian besar perusahaan. Penelitian ini bertujuan untuk melakukan investigasi terhadap efektivitas iklan pada aplikasi mobile serta faktor-faktor yang memengaruhi sikap pengguna mobile terhadap iklan tersebut. Selain itu juga akan dihasilkan rekomendasi mengenai kriteria iklan yang baik. Penelitian ini akan dilakukan dengan menggunakan metode survey dan melihat korelasi antara beberapa parameter terkait periklanan pada aplikasi mobile. The development of increasingly rapid communications system brings a considerable impact to the world of advertising on mobile applications. This is due to the large opportunity for companies to market their products in the form of mobile advertisement. Mobile advertisement is an advertisement that can appear in various forms, such as music, graphics, sound, or text through a mobile telecommunication terminal. One of the advantages of mobile advertisement is able to perform one-to-one marketing and mass marketing simultaneously. In general, the company formed a partnership with the developers of mobile applications that have been popular or most downloaded, by placing ads on the application. Until now still not known clearly about the effectiveness of the marketing techniques of products or services through advertising on mobile applications. Effects of advertising on mobile applications to users of the application is not a thing that is considered important by most companies. This study aimed to investigate the effectiveness of advertising on mobile applications and the factors that influence user attitudes toward mobile advertising. They also produced recommendations on the criteria of a good ad. The research will be conducted using the survey method and see the correlation between several parameters related to advertising on mobile applications.

The Organizational Structure of Advertising Agencies and New Directions

2015 ◽  
pp. 90-104 ◽  
Author(s):  
Pinar Altiok Gürel ◽  
Talat Firlar ◽  
Nursen Firlar
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Management Strategies ◽  
Organizational Structures ◽  
Advertising Agencies ◽  
Long Period ◽  
The Social ◽  
New Directions ◽  
Digital Environments ◽  
Mass Marketing

The acceleration of globalization caused transformations in the area of communication, as in many other areas, and innovations brought about by information technologies have diversified operation methods and management, as well as organizational understandings of business companies within the global competition environment. Evolving towards post-modern structuring, companies have gravitated to customer-oriented business management strategies, where companies see their customers and market environment from different angles while conducting their advertising activities. The mass marketing sense, which was effective for a long period of time, was gradually alienated, and particularly with the intense utilization of social media and digital environments, the understanding of personal marketing (which more quickly connects products with their target audiences) was adopted in order to influence customers, who now have a multitude of choices. This chapter focuses on introducing the new organizational structures of advertising agencies in the social media age.

The Organizational Structure of Advertising Agencies and New Directions

2017 ◽  
pp. 1779-1793
Author(s):  
Pinar Altiok Gürel ◽  
Talat Firlar ◽  
Nursen Firlar
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
Management Strategies ◽  
Organizational Structures ◽  
Advertising Agencies ◽  
Long Period ◽  
The Social ◽  
New Directions ◽  
Digital Environments ◽  
Mass Marketing

The acceleration of globalization caused transformations in the area of communication, as in many other areas, and innovations brought about by information technologies have diversified operation methods and management, as well as organizational understandings of business companies within the global competition environment. Evolving towards post-modern structuring, companies have gravitated to customer-oriented business management strategies, where companies see their customers and market environment from different angles while conducting their advertising activities. The mass marketing sense, which was effective for a long period of time, was gradually alienated, and particularly with the intense utilization of social media and digital environments, the understanding of personal marketing (which more quickly connects products with their target audiences) was adopted in order to influence customers, who now have a multitude of choices. This chapter focuses on introducing the new organizational structures of advertising agencies in the social media age.

Improving the Understanding of Climate Change Factors with Images

2016 ◽  
pp. 43-63
Author(s):  
Geoff Russell
Keyword(s):  
Climate Change ◽  
Carbon Dioxide ◽  
Climate Models ◽  
Technical Literature ◽  
Causal Factors ◽  
Physical Sense ◽  
The Public ◽  
Change Factors ◽  
Mass Marketing ◽  
Focal Issue

In Australia, the public got its first mass marketing about climate change and the measures that would be required to avoid it, by TV images of black balloons and Professor Tim Flannery turning off light switches. Journalistic coverage has been similarly dominated by household electricity. More technical literature is generally dominated by the concept of “carbon dioxide equivalence” (CO2eq) as spelled out in the Kyoto protocol. This concept isn't used in climate models because it makes no physical sense. The use of CO2eq and the focus on household electricity has lead to a profound mismatch between the causal factors as understood by climate scientists and causal factors as perceived by the public. “The public” here isn't just the general public, but people of many backgrounds with a strong interest in climate change but without the deep knowledge of professional climate scientists. We need images consistent with climate models, which accurately rank the causes of climate change and guide proposed actions. Such images point to meat as a key focal issue.

Sign in / Sign up

Export Citation Format

Share Document