Boomerang Effects of Sales Promotion: Focused on Sales Promotion Type and Brand Reputation

2019 ◽  
Vol 48 (4) ◽  
pp. 913-933
Author(s):  
Yongbum Kim ◽  
Jayoung Choi
Keyword(s):  
Sales Promotion ◽  
Brand Reputation ◽  
Boomerang Effects

scholarly journals Market Research on Factors Influencing the Buying Decision on Tractors by Farmers in Adilabad District, Telangana

2020 ◽  
pp. 113-120
Author(s):  
Bhure Kaustub ◽  
B. Ganesh Kumar ◽  
P. Radhika ◽  
D. Srinivasa Chary
Keyword(s):  
Market Research ◽  
Fuel Efficiency ◽  
Spare Parts ◽  
Sales Promotion ◽  
Fuel Oil ◽  
Maintenance Cost ◽  
Brand Reputation ◽  
Factors Influencing ◽  
Horse Power ◽  
Product Appearance

Consumer makes buying decision in everything they buy in their lives. It deals from purchasing to evaluating it after purchase so, market research on factors influencing the buying decision is necessary. Hence, the study focus on buying decision on tractors by farmers and penetration level of tractors in each market segment in Adilabad district, Telangana state from January –march 2020. Garrett ranking technique and arithmetic mean were used to analyse the data. The study revealed that 5 different tractor brands of tractors, viz. Eicher, Mahindra, Swaraj, John Deere and Escorts with different models. Farmers ranked Fuel/Oil efficiency as the first factor in purchase of tractor Farmers ranked fuel/oil efficiency as the first factor in purchase of tractor followed by subsidies, maintenance cost, horse power, low priced tractor, recommendations by relatives/friends/local mechanics/dealers/company persons, brand reputation, spare parts, product appearance, service of the company, sales promotion/ gift scheme, easy availability of finance and resale value in the descending order of ranking. Dealer ranked the factors that the farmers considered in tractor purchase were subsidy followed by fuel efficiency, maintenance cost, low price, horse power, recommendation by relatives/ local mechanics/ dealers/ company persons, spare parts, recommendation of people on brand, product appearance, service of company, sales promotion/gift scheme, and resale value in the descending order of ranking. Apart from these, the sample farmers believed that 40-50 horse power segment was the most suitable segment for the selected area and it is ranked first by sample farmers. Greater than 50 horse power segment was the next suitable segment 3 per cent 30-40 horse power segment was preferred by 2 per cent of the sample farmers.

Kajian Bauran Promosi Di Perguruan Tinggi “X”

Liquidity ◽  
2018 ◽  
Vol 1 (2) ◽  
pp. 175-182
Author(s):  
Alida Wahyuni
Keyword(s):  
Higher Education ◽  
Public Relations ◽  
Word Of Mouth ◽  
Personal Selling ◽  
Services Marketing ◽  
Sales Promotion ◽  
Direct Mail

Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.

Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

2011 ◽  
pp. 61-88
Author(s):  
Huong Hoang Thi Thu ◽  
Lin Yu-Li
Keyword(s):  
Brand Equity ◽  
Sales Promotion ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Performance ◽  
Business Context ◽  
Brand Association ◽  
Customer Perceived Value ◽  
Trade Promotions ◽  
Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

Celebrity Endorsement in India An Effective Tool of Sales Promotion

2011 ◽  
Vol 1 (9) ◽  
pp. 172-176
Author(s):  
Piyush Shah ◽  
◽  
Dr. N C Pahariya Dr. N C Pahariya
Keyword(s):  
Sales Promotion ◽  
Celebrity Endorsement

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

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