“SCANDAGRA LATVIA” LTD MARKETING COMMUNICATIONS RESEARCH

INDIVIDUAL. SOCIETY. STATE. Proceedings of the International Student and Teacher Scientific and Practical Conference ◽

10.17770/iss2017.3035 ◽

2017 ◽

pp. 92

Author(s):

Dagnija Kotāne ◽

Iluta Arbidāne

Keyword(s):

Positive Result ◽

Target Audience ◽

Marketing Communications ◽

Marketing Communication ◽

Work Activities ◽

Theoretical Literature ◽

Communication Processes ◽

Marketing Planning ◽

Marketing Activities ◽

Faster Development

The topic: “Scandagra Latvia” Ltd. marketing communications research. The problem to be studied: “Scandagra Latvia” Ltd. marketing communications plan does not cover the target audience hindering the company from faster development. Detailed marketing communications planning can help the company to make their marketing activities more target-audience oriented and with higher potential returns, that can give a positive result– new clients. The aim of the research: to investigate marketing communications “Scandagra Latvia” Ltd. “Scandagra Latvia” Ltd. work, activities and supply are described. Marketing communications and their management are examined. Marketing communication processes in “Scandagra Latvia” Ltd. are described and assessed. After the analysis of already existing marketing communications plans, author of the research made some supplements and developed “Scandagra Latvia” marketing communications plan for the year 2017. Theoretical literature was used as well as, periodicals, “Scandagra Latvia” Ltd. no published materials and scientific articles on processes of marketing planning.

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Proses Interaksi Simbolik dalam Pembentukan PProses Interaksi Simbolik Perencanaan Komunikasi Pemasaran (Studi Kasus pada Instagram @Appetonindonesia)

Prologia ◽

10.24912/pr.v4i2.6503 ◽

2020 ◽

Vol 4 (2) ◽

pp. 272

Author(s):

Angelia Febricha ◽

Muhammad Adi Pribadi

Keyword(s):

Target Market ◽

Marketing Communication ◽

Media Specialists ◽

Integrated Marketing ◽

Business Managers ◽

Pygmalion Effect ◽

Implementation Phase ◽

Marketing Planning ◽

Marketing Activities ◽

Symbolic Interactions

Product marketing activities can be carried out using Integrated Marketing Communication. With marketing communication, the company can inform the product to be marketed to the target market more broadly. This study examines the role of symbolic interactions in the marketing planning of the Appeton brand in marketing its products. This research uses a qualitative approach through the case study method. Data collection was done by in-depth interviews, observations, and records of PT. Biomed. The conclusion of this research is marketing communication planning on Instagram @appetonindonesia can be translated into several stages, namely analyzing the situation, strategy, implementation, and evaluation. Situation analysis is that there are generalized others, where there are rules to make advertisements in accordance with Indonesian customs or culture. The implementation phase has a pygmalion effect. The strategic stage is the Pygmalion effect. Where social media specialists must meet the desires of business managers in making promotional advertisements. At the implementation stage there is the application of generalized others as rules agreed upon together in the publication. The rule is to upload promotional material as much as 10x in one week. Evaluation is done by using special symbols that are mutually understood, such as engagement rate, impression.Kegiatan memasarkan produk dapat dilakukan menggunakan Komunikasi Pemasaran Terpadu. Dengan komunikasi pemasaran, perusahaan dapat menginformasikan mengenai produk yang hendak dipasarkan kepada target pasar secara lebih luas. Penelitian ini meneliti peran interaksi simbolik dalam perencanaan komunikasi pemasaran merek Appeton dalam memasarkan produk-produknya. Penelitian ini menggunakan pendekatan kualitatif melalui metode studi kasus. Pengumpulan data dilakukan dengan wawancara mendalam, observasi, dan rekaman arsip PT. Biomed. Kesimpulan dari penelitian ini adalah perencanaan komunikasi pemasaran atas instagram @appetonindonesia dapat dijabarkan menjadi beberapa tahap, yaitu menganalisis situasi, strategi, implementasi, dan evaluasi. Analisis situasi ada terdapat generalized others, dimana adanya aturan membuat iklan yang sesuai dengan kebiasaan atau budaya Indonesia. Tahap implementasi terdapat efek pygmalion. Tahap srategi terdapat efek Pygmalion. Dimana sosial media spesialis harus memenuhi keinginan business manager dalam pembuatan iklan promosi. Pada tahap implementasi ada penerapan wujud generalized others sebagai aturan yang telah disepakati bersama dalam publikasi. Aturannya adalah mengunggah materi promosi sebanyak 10x dalam satu minggu.Evaluasi dilakukan dengan menggunakan simbol khusus yang saling dimengerti, seperti engagement rate, impression.

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CREATIVE PLANNING DAN STRATEGI PENGEMBANGAN PESAN KOMUNIKASI PEMASARAN

Al-Hikmah ◽

10.24260/al-hikmah.v13i1.1297 ◽

2019 ◽

Vol 13 (1) ◽

pp. 1

Author(s):

Handes Handes

Keyword(s):

Development Strategy ◽

Development Strategies ◽

Target Audience ◽

Marketing Communications ◽

Marketing Communication ◽

The Public ◽

Specific Theme ◽

Message Development

This article is focused on creative planning and marketing communication message development strategies. The results of this study found that creative planning was compiled as a reference in implementing marketing communications campaigns. In a campaign, creative planning is important to produce marketing creativity that is different, unique and interesting compared to competitors. While the message development strategy can be interpreted as a process of finding ways to influence the public or certain goals by persuading or persuasive and motivating the public to participate, so that the message is expected to create certain effects as planned according to a specific theme. The development of messages starts from a big idea to express certain intentions according to needs and benefits which are then constructed into messages that are then conveyed to the target audience. The purpose of developing messages can only be achieved if the audience understands these messages. [Artikel ini difokuskan pada perencanaan kreatif dan strategi pengembangan pesan komunikasi pemasaran. Hasil kajian ini menemukan bahwa perencanaan kreatif disusun sebagai acuan dalam pelaksanaan kampanye komunikasi pemasaran. Dalam sebuah penyelenggaraan kampanye, perencanaan kreatif menjadi penting untuk menghasilkan kreativitas pemasaran yang berbeda, unik dan menarik dibandingkan pesaing. Sedangkan strategi pengembangan pesan dapat diartikan sebagai proses menemukan cara untuk mempengaruhi publik atau sasaran tertentu dengan cara membujuk atau persuasif dan memotivasi publik untuk berpartisipasi, sehingga pesan diharapkan dapat menciptakan efek tertentu seperti yang direncanakan sesuai dengan tema spesifik. Pengembangan pesan berawal dari suatu gagasan (big idea) untuk menyatakan maksud tertentu sesuai dengan kebutuhan dan manfaat yang kemudian di konstruksi menjadi bentuk pesan-pesan yang kemudian disampaikan kepada khalayak sasaran. Tujuan pengembangan pesan hanya dapat dicapai apabila khalayak memahami pesan-pesan tersebut]. Kata Kunci: Creative planning, Strategi Pesan, dan Komunikasi Pemasaran.

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Integrated marketing communications

10.12737/8184 ◽

1905 ◽

Author(s):

Валерий Музыкант ◽

Valyeriy Muzykant

Keyword(s):

Legal Protection ◽

Trade Mark ◽

Target Audience ◽

Marketing Communications ◽

Special Focus ◽

Marketing Communication ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Advertising And Promotion

The hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist.

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NEWEST TOOLS OF MARKETING COMMUNICATIONS

International scientific journal Internauka Series Economical Sciences ◽

10.25313/2520-2294-2020-10-6371 ◽

2017 ◽

Author(s):

Bohdana Tsurska ◽

◽

Svitlana Bukhta ◽

Keyword(s):

Communication Strategy ◽

Marketing Communications ◽

Marketing Communication ◽

Competitive Advantages ◽

Communication Tools ◽

Advertising Budget ◽

Potential Contact ◽

Marketing Activities ◽

Fierce Competition ◽

High Level

The urgency of the work is due to the growth of fierce competition in the competitive environment among enterprises in various fields of business. The use of exclusively traditional elements of marketing communications in the Ukrainian market does not give the desired result to enterprises due to the changing demands of consumers in the XXI century. To ensure a high level of competitiveness in the market, companies must provide their marketing appeals to any place where potential contact of potential consumers with the brand of this company. Leading companies and organizations to cover target markets and provide competitive advantages in their own marketing activities are engaged in the introduction of modern technologies and achievements. Increased attention is paid to the restructuring of the advertising budget, engaged in the development of the latest marketing activities as a result come to the need to use innovative approaches to the implementation of marketing communication tools. The need to provide multilateral communication between different subjects of marketing communications has led to the use of marketing communication tools in a comprehensive combination. The article considers the basic and synthetic means of marketing communications. The description of the newest tools of marketing communications of soft and hard influence on the consumer is described. The relationship between traditional and non-traditional newest marketing tools is determined and the possibility of integrated application of elements of marketing communications in the modern market environment is described, which is defined as the purpose of the article. In the future, the results of this study can be used in the theory of integrated newest marketing communications in order to develop measures to improve the effectiveness of communication advertising campaigns, in the development of media plans and marketing budgeting. The proposed approach to differentiating non-traditional types of marketing communications can be used as a theoretical basis for choosing a communication strategy.

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

Problems and Perspectives in Management ◽

10.21511/ppm.17(3).2019.02 ◽

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.

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Problems of Promoting Childrens Goods in Regard of Features of the Target Audience

Baikal Research Journal ◽

10.17150/2411-6262.2020.11(1).10 ◽

2020 ◽

Vol 11 (1) ◽

Author(s):

Oksana Sarayeva ◽

Ekaterina Gruzdeva

Keyword(s):

Statistical Data ◽

Target Audience ◽

Marketing Communications ◽

Consumer Attitude ◽

Marketing Communication ◽

New Approach ◽

Scientific Papers ◽

Complex Target ◽

Marketing Methods ◽

And Behavior

The purpose of the study is identifying the features of the present-day marketing communication tools in the market of childrens goods the use of which will lead to growth of devotion of children consumers and their parents to commercial brands. To achieve this goal, the article uses statistical data, scientific papers and monographs to the point of the research. At the core of the analysis marketing communications is the behavior of the target audience, which consists of two categories: buyers and consumers. The article denotes the methods of impact on the complex target audience with respect to the cognitive perception of the information and behavior, the values in each of the categories. As the result of the research, it offers a new approach to elaborating marketing methods implying, in promotion, two separate information contents that consider the interests of the two categories of the target audience - the buyers and the consumers of the same product. Besides, the article identifies the most topical forms of implementing the marketing communications. The approach offered allows to gain the desired consumer attitude to the brand and increase of sales volume.

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Empathy-based marketing communication as a strategy to win the hearts of consumers during the covid-19 pandemic

COMMICAST ◽

10.12928/commicast.v3i1.5104 ◽

2021 ◽

Vol 3 (1) ◽

pp. 75-82

Author(s):

Sandika Hadit Prasetyo ◽

Oktaviana Purnamasari

Keyword(s):

Social Media ◽

Communication Strategies ◽

Target Audience ◽

Marketing Communications ◽

Research Approach ◽

Marketing Communication ◽

Interview Method ◽

Common Interests ◽

Data Collection Technique ◽

Difficult Times

The Covid-19 pandemic has affected many sectors including the economy. This situation forces companies to make significant changes in interacting with consumers through marketing communication activities. One of the marketing communication strategies used in pandemic situations is empathy-based marketing communication that promotes common interests and cares for others. This method aims to create a relationship, please help from all parties so that we can get through the difficult times of the pandemic together. Companies that have done this kind of thing include Burger King Indonesia, which carries out empathy-based marketing communications through the official Instagram account @burgerking.id. This study aims to determine the response of the Burger King Indonesia target audience, both user and non-user, regarding their empathy-based marketing communication efforts. This research approach is qualitative with the interview method. The data collection technique was carried out by interviewing 8 BurgerKing target audiences consisting of 4 users and 4 non-users. The results of the study show that the Burger King target audience positively welcomes Burger King's efforts in empathy-based marketing communications. The majority of informants admitted that they were touched by the message conveyed by Burger King. Not only that, they also admitted that Burger King's image was getting better, furthermore there were sources who even had the desire to make purchases and spread the message on their social media.

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Marketing and Sponsorship of Esports Without Getting Ganked

Advances in E-Business Research - Handbook of Research on Pathways and Opportunities Into the Business of Esports ◽

10.4018/978-1-7998-7300-6.ch015 ◽

2021 ◽

pp. 321-347

Author(s):

Albérico Travassos Rosário ◽

Ricardo Gomes Raimundo

Keyword(s):

Target Audience ◽

Marketing Communications ◽

Financial Resources ◽

Brand Awareness ◽

Marketing Communication ◽

Mutual Benefit ◽

Communication Tool ◽

Native Community ◽

Sports Events ◽

Competitive Nature

Sports sponsorship is an area of marketing responsible for raising financial resources. This is a similar understanding within the realm of Esports as the fastest growing sport in decades. Recognizing the clear parallel between sports and Esports within the marketing realm, as ways through which to raise financial resources through sponsorship opportunities, there are also significant differences that apply, partially due to the digital comfortability of gamers as a novel and as yet unexperienced curiosity, as well as the native community competitive nature of the Esports realm that highlights parallels with many other sports. As such, sponsorship of Esports events has become a marketing communication tool as it is able to significantly impact the target audience, similar in nature to other sports while still introducing new marketing communications tools. The interaction between sponsor and sponsored has become a mutual benefit; it augments the brand awareness in the market while facilitating the communication with the target audience, and it supports sports events.

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SPONSORSHIP AS AN EFFECTIVE TOOL OF MARKETING COMMUNICATIONS SHOPPING CENTERS

International scientific journal Internauka Series Economical Sciences ◽

10.25313/2520-2294-2020-11-6581 ◽

2017 ◽

Author(s):

Dmitry Babich ◽

◽

Anna Trofimova ◽

Keyword(s):

Positive Result ◽

Necessary Conditions ◽

Action Plan ◽

Shopping Center ◽

Steady Increase ◽

Marketing Communication ◽

Shopping Centers ◽

Close Attention ◽

Marketing Activities ◽

The Media

The article considers the concepts, purpose, types and impact of sponsorship on the marketing activities of the shopping center. Prerequisites for the emergence of so-called synthetic means of marketing communication (those that combine several basic means simultaneously). As sponsorship activity among other synthetic means of marketing communication on the territory of Ukraine shows a steady increase, this indicates the effectiveness of the tool. Increasing the number of different events that have their audience and close attention to them by the media create the necessary conditions for the introduction of sponsorship as a tool of marketing communication. This allows you to strengthen and improve your market position, increase visibility, expand your target audience, achieve public loyalty, attract potential partners and attract new visitors to the mall. The main tasks of sponsorship in the general public, in target markets and in existing tenants are considered. The analysis of the directions of sponsorship activity is carried out and individual industries are identified where it is advisable to use it. A sponsorship package has been developed. A consistent action plan for the sponsor that will structure all the data to achieve a positive result.

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A Comparative Study Of Traditional Mass Media, The Internet And Mobile Phones For Integrated Marketing Communications

Journal of Business & Economics Research (JBER) ◽

10.19030/jber.v7i12.2364 ◽

2011 ◽

Vol 7 (12) ◽

Author(s):

Boonchai Hongcharu ◽

Somkiat Eiamkanchanalai

Keyword(s):

Mass Media ◽

Mobile Phones ◽

Process Model ◽

Target Audience ◽

Communication Process ◽

Marketing Communications ◽

The Internet ◽

Marketing Communication ◽

Integrated Marketing Communications ◽

Integrated Marketing

Integrated marketing communications is now experiencing one of the most interesting developments as most media for communicating with the target audience are gradually evolving.  The revenues of the traditional mass media with wide coverage such as over-the-air broadcast television and newspaper are dropping as advertising revenues for these mass media do not provide promising results as expected by the marketers.  The target audience of these mass media is drifting away to more segmented media such as cable and satellite television, special magazines and the Internet.  New communication technologies have broadened opportunities for the Internet and mobile phones to grow significantly during the past decades and have been utilized for marketing communication purposes.  This study intends to explore the characteristics of the traditional mass media, the Internet and mobile phones to better understand the strengths and weaknesses of their channel characteristics.  Then, using the Schramm’s Communication process model, we will analyze and compare the significant elements of communication process of the three types of media. The comparison will provide a better picture of the related factors in communication which can help us design the integrated marketing communication programs more effectively.  Finally, the implications for brand building and customer relations will be provided.   It is expected the study will provide an insight for marketers to understand what is evolving in the media world and to prepare them to respond to those changes.

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