scholarly journals Advertising and Marketing Strategies to Gain Top of Mind

2021 ◽  
Author(s):  
Andhita Vidya Putri
Keyword(s):  
Social Media ◽  
Literature Review ◽  
New Media ◽  
Technological Progress ◽  
Online Advertising ◽  
Qualitative Approach ◽  
Marketing Strategies ◽  
Media Technology ◽  
Digital Signage ◽  
Action Effect

Technological progress and competition between companies in the globalization era are increasing. New media plays an increasingly important role in advertising and marketing. In addition, companies’ survival depends on the presence of audiences/ consumers. Therefore, it is important and interesting to study how to utilize this new media/technology; how effective and efficient digital advertising and marketing strategies are in appealing to the audience; and how to ensure the products offered are acceptable to the target audience. This study carried out a literature review using a qualitative approach to obtain a framework of important concepts and strategies for effective marketing and advertising. It is important to pay attention to the objectives, audience and distribution / media of advertising and marketing. The use of various media such as social media, online advertising, digital signage and endorsers are also important factors in advertising and marketing success. Advertising and marketing strategies help to better understand consumers and how best to engage and empower them. Here technology has created a new environment, where power has shifted from advertisers to consumers. This research produced a variety of important strategies to attract audiences, obtain the AIDA (Attention Interest Desire Action) effect of the audience and finally reach the Top of Mind. Keywords: communication, advertising, marketing, endorser

scholarly journals MARKETING AND ADVERTISING STRATEGY IN ACHIEVING THE TOP OF MIND (SAMSUNG BRAND CASE STUDY)

2020 ◽  
Vol 13 (2) ◽  
pp. 290
Author(s):  
Andhita Vidya Putri ◽  
Eriyanto .
Keyword(s):  
Social Media ◽  
New Media ◽  
Technological Progress ◽  
Online Advertising ◽  
Qualitative Approach ◽  
Marketing Strategies ◽  
Media Technology ◽  
Action Effect ◽  
Advertising Strategy

Technological progress and competition between companies in the globalization era is increasing. New media plays an increasingly important role in advertising and marketing. In addition, the companies’ survival depends on the presence of audiences/consumers. Therefore, determining how to utilize this new media/technology and determining how effective and efficient digital advertising and marketing strategies so that advertising has an appeal to the audience and the products offered are acceptable to the audience and right on target, and in accordance with the specified target is important and interesting to study. To obtain a framework of important concepts and the best strategy of effective marketing and advertising, the author utilizes the literature review method with qualitative approach. In doing advertising and marketing, it is important to pay attention to the objectives, audience, and distribution / media of advertising and marketing. The use of various media such as social media, online advertising, digital signage, and also endorsers are also important factors in advertising and marketing success. Advertising and marketing strategies help to better understand consumers and see how best to engage and empower the audience / consumers to get what they want. Here technology has created a new environment, where power has shifted from advertisers to consumers. This research produced a variety of important strategies and the best media which can succeed advertising and marketing, attract audiences, obtain the AIDA (Attention Interest Desire Action) effect of the audience and finally reach the Top of Mind.

scholarly journals E-marketing Strategies and Performance of Small and Medium-sized Enterprises: A New-normal Agenda

2021 ◽  
Vol 3 (2) ◽  
pp. 162-172
Author(s):  
Edim Eka James ◽  
Etim, Glory Sunday ◽  
Arikpo Nneoyi Nnana ◽  
Okeowo, Victor Olusegun
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Primary Data ◽  
Cross Sectional Survey ◽  
New Normal ◽  
Email Marketing ◽  
Positive Effects ◽  
And Performance

This study examined E-marketing strategies and performance of small and medium-sized enterprises: A new-normal agenda. It aimed to explore the effects of social media marketing, online advertising, and email marketing on the performance of SMEs in the new-normal era. The study adopted a cross-sectional survey research design. It used a structured questionnaire to obtain primary data from 295 operators of SMEs. The hypotheses developed for the study were statistically tested using multiple linear regression with the aid of the Statistical Package for the Social Sciences (SPSS 23). The findings of the study revealed that social media marketing, online advertising, and email marketing had significant positive effects on the performance of SMEs in the new-normal era. Therefore, the study recommended that SMEs adopt social media platforms (such as Facebook, Instagram, and WhatsApp); online advertising tools (such as search engine, display, and website advertising); and email marketing tools (such as welcome email, email newsletters, and dedicated email promotions) to promote their products and services in order to enhance sales and marketing performance. Suggestions for further studies are also made as a guide for intending researchers.

scholarly journals Who Keeps the Gate? Digital Gatekeeping in New Media

2021 ◽  
Vol 64 (2 (246)) ◽  
pp. 91-99
Author(s):  
Karolina Pałka-Suchojad
Keyword(s):  
Social Media ◽  
New Media ◽  
Technological Progress ◽  
Media Ecosystem ◽  
The Media ◽  
Echo Chamber ◽  
New Perspective ◽  
Network Diffusion

This article is the result of noticing the need to transpose the gatekeeping theory. Technological progress has left its mark on the media ecosystem, generating and then strengthening the convergence processes, and has also changed the understanding of gatekeeping. The architecture of new media, especially social media, places gatekeeping in the context of the network. This allows one to look at the classically understood process from a new perspective, in which the key is to base the concept on network diffusion. Contemporary gatekeeping should be analyzed in the context of such mechanisms as: information bubble, echo chamber, filtering information by users and algorithms. Basic conceptual categories, the gate and the keeper, are also modified. There is a noticeable trend towards the transformation of gatekeeping towards gatewatching, in which social media users do not create their own gates, but observe and use already existing gates. Gatekeeping in the era of social media makes the audience an important element of it, moving towards secondary gatekeeping.

scholarly journals The Role of Corporate Social Responsibility in Restoring Green Concepts: Qataris Response to Social Media Campaigns

2020 ◽  
Author(s):  
Rana Hassan
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Responsibility ◽  
Media Technology ◽  
Media Campaigns ◽  
Awareness Campaigns ◽  
The Individual ◽  
Corporate Social ◽  
And Behavior

This research focuses on consumer behavior in Qatar and the individual social responsibility in support of environment. The research also describes the role of social media and CSR in promoting awareness campaigns and how effective they are in changing conceptions and behavior. This is measured by focusing on standards, emotions and actions of individuals and how they are affected by CSR campaigns launched by corporations and public sectors.The study measures the uses and impact of new media technology such as mobile applications and social media in achieving the environment pillar of Qatar vision 2030 in addition to designing effective CSR campaign. The Trans theoretical Model of behavior change, by Prochaska and DiClemente (1983) will be examined through a quantitative analysis on social media users.

scholarly journals Political super branding through the use of social media technology : the Barack Obama presidential campaign in 2008

2013 ◽  
Author(s):  
◽  
Nadas Ramachandra Pillay
Keyword(s):  
Social Media ◽  
New Media ◽  
Barack Obama ◽  
Media Technology ◽  
Media Technologies ◽  
Political Campaigning ◽  
American President ◽  
Use Of Social Media ◽  
Media Channels ◽  
Social Media Technology

This study seeks to examine the exponential growth of social media technology as a key component in recent American political campaigning, as well as its use and impact on the larger disciplines of marketing and branding. Adopting the approach of a case study with the focus firmly on the current American president, Barack Obama, the study identifies the key media and technologies used in the build-up to the 2008 American presidential elections in order to unpack and understand how such media channels, technological platforms and patterns were successfully utilised. References are also made to the concepts of ‘branding’ and ‘super branding’ in the discussion, and to the myriad ways in which social media has helped create and roll-out what has since become commonly known as ‘brand Obama’. To provide a framework for the discussion and in order to further understand the rapid growth and proliferation of social media on the political campaigning landscape, a comparison is made with the 2004 American presidential election campaign. This, it is posited, will assist us understand the drivers of new media technologies especially as they are used to create and impact positively on the growth of political super brands.

RAMIFICATION OF ONLINE ADVERTISEMENTS& HEDONIC VALUE VIA SOCIAL MEDIA PLATFORM ON IMPULSE BUYING FOR INDIAN STREET FOOD

2021 ◽  
Vol 14 (8) ◽  
pp. 188-196
Author(s):  
Mansi Tiwari ◽  
Himanshu Shrivastava ◽  
Yuvika Gupta
Keyword(s):  
Social Media ◽  
Online Advertising ◽  
Marketing Strategies ◽  
Impulse Buying ◽  
Street Food ◽  
Hedonic Value ◽  
Impact Impulse ◽  
Online Advertisements ◽  
Media Platform ◽  
Geographical Locations

This study investigated how online advertising via social media & hedonic value impact impulse buying especially for Indian street food. The current study is focused on college students to see how impulse buying takes place for Indian street food when online advertising via social media is being done. The current study is based on the sample of 460 responses from people of Gandhinagar &Ahmadabad, Gujarat. To investigate the mentioned aim data has been analyzed through a variance-based SEM approach. The result shows that there is a positive & significant impact of online advertisements on impulse buying among people for street food. The major contribution through current research is to highlight how a new market for Indian street food has emerged. It has gained popularity & position as a separate food junction at low prices with due thanks to social media. They are reaching at every corner & creating hedonic motivation among food lovers & taking them up-to-the buying level. The current study has realistic implications which show the growing value for marketing via social media. This study will help in understanding & promoting even a small food vending outlet across different geographical locations. This opens up new wings to marketing strategies in targeting new customers.

scholarly journals MOTIF UPLOAD STORY DI MEDIA SOSIAL WHATSAPP: Studi Etnografi Virtual Upload Story Mahasiswa IAIN Jember

2019 ◽  
Vol 13 (1) ◽  
pp. 137
Author(s):  
Abd. Mukit ◽  
Miftahus Sa'diyah
Keyword(s):  
Social Media ◽  
New Media ◽  
Qualitative Approach ◽  
Virtual Ethnography ◽  
Islamic Religion

Berbicara tentang media sosial sudah lama mejadi media yang digandrungi oleh khalayak ramai mulai dari kalangan tua, muda, hingga anak-anak. Kegandrungan terhadap media sosial yang bersifat maya tersebut menjadikan banyak orang berlomba-lomba menciptakan aplikasi atau media baru yang dapat memicu kegemaran masyrakat. Salah satunya adalah media sosial WhatsApp, yakni sebuah aplikasi media sosial yang didirikan dan diciptakan pada tahun 2009 dan saat ini pada tahun 2018 lebih dari 1,5 miliar pengguna aktif WhatsApp dalam hitungan perbulan. Selang perkembangannya yang semakin membeludak WhatsApp menambahi fitur-fitur baru sehingga dapat memikat para penggunanya untuk tetap setia menggunakan aplikasi tersebut. Salah satu fitur yang ditawarkan WhatsApp belakangan ini adalah tersedianya fitur story. Penelitian ini bertujuan untuk mengetahui motif aploud story di media sosial WhatsApp pada mahasiswa institut agama islam negeri jember. Penelitian ini menggunakan pendekatan kualitatif dengan jenis studi etnografi virtual. Hasil penelitian menunjukkan ada beberapa motif mahasiswa mengaploud story di WahtsApp salah satunya adalah sebagai Motif ingin tahu, menghibur, dan media ekpresi.Kata Kunci: Media Sosial, Whatsapp, Motif.Social media has long been a media that love by the crowd ranging from the old, young, to the children. Affection of social media that is virtual makes many people competing to create applications or new media that can trigger community penchant. One of them is WhatsApp, which is a social media application that was founded and created in 2009 and currently in 2018 more than 1.5 billion active users WhatsApp in a matter of months. The progressive of growing adds new features to lure users to stay faithful with the app. One feature offered WhatsApp lately is the availability of feature stories. This research aims to find out the motive of aploud story in WhatsApp social media at the student of Islamic religion institute of jember country. This study uses a qualitative approach with a type of virtual ethnography study. The results that showed are some student motives to upload their story in WahtsApp. one of them is as motive curious, entertaining, and just for media expression.Keywords: Social Media, WhatsApp, Motive.

scholarly journals Young Farmers and Digitalization: From Price Taker to Price Maker

2019 ◽  
Author(s):  
Kadhung Prayoga ◽  
Subejo . ◽  
Alia Bihrajihant Raya
Keyword(s):  
Social Media ◽  
New Media ◽  
Agricultural Sector ◽  
Product Information ◽  
Qualitative Approach ◽  
Agricultural Products ◽  
Data Collection Technique ◽  
Use Of Social Media ◽  
Almost All ◽  
Depth Interviews

Information technology has developed rapidly, particularly in the area of social media. Almost all groups in society now use social media in their day to day activities, and one group that has been greatly impacted is young farmers. Before this era, farmers had difficulty accessing information. This study aims to find out what benefits are obtained and obstacles encountered by the use of social media in farming activities by the young farmers. This paper is descriptive explorative by using a qualitative approach. The data collection technique itself uses in-depth interviews, observations, literature studies, and documentation. The research location was in Bulukerto Village, Bumiaji Sub-District, Batu City which was carried out from November to December, 2017. The informants were chosen because they already used new media to support their farming activities. The result is the use of social media in the agricultural sector is widely used by young farmers in order to increase revenue and to seek information. Even so, there are still a number of problems faced by young farmers when utilizing social media, namely those interested in buying and selling online for agricultural products are not as high as other products and about the trust. The advice that can be given is farmers must post photos of products on Instagram with good pictures and caption. They also can tag others to reshare and spread the product information.

scholarly journals New Media & Content Mix of Popular Category of Products Advertised: A Brief Study

2016 ◽  
Vol 11 (10) ◽  
pp. 252
Author(s):  
Ridhwan Un Nissa ◽  
Pratika Mishra
Keyword(s):  
Social Media ◽  
Literature Review ◽  
New Media ◽  
Target Audience ◽  
Media Content ◽  
Traditional Media ◽  
The Social

The evolution of advertisement with context to its shift from Traditional media to Digital and Social Platforms is the motivation for this study which puts forwards certain routes that are used by the advertiser for not only making the advertisement attractive but to create an impulse amount the target audience. The paper details various possibilities of majorly used social media websites and the products which are being advertised on them. In the rigorous literature review the paper identifies various products and services which are being frequently advertised on social media and also identifies the social media websites which are used for the advertisement of these products and services accordingly.

From strong guanxi to weak guanxi: Connectivity in Chinese micro-charity

2017 ◽  
Vol 3 (3) ◽  
pp. 473-487
Author(s):  
Xun Lin ◽  
Hua Huang
Keyword(s):  
College Students ◽  
Social Media ◽  
New Media ◽  
Social Life ◽  
Active Engagement ◽  
Digital Environment ◽  
Chinese People ◽  
Media Technology ◽  
Strong Ties ◽  
The Past

Charity in China is deeply rooted in the guanxi tradition and mainly involves strong ties. In the wake of emerging social media, online charity (also known as micro-charity) has become increasingly popular over the past few years. People’s participation in micro-charity is afforded by the ubiquitous connectivity of social media. Their charitable behaviours are steered towards connecting, communicating, and eventually contributing to the formation of a powerful digital environment, which essentially diffuses the awareness of responsibility and commitment. Thus, the affordance of connectivity makes it possible for Chinese people to break from the traditional tightly-bounded close ties towards loosely-bounded networks in micro-charity. In addition, by drawing on some college students’ experiences, this article indicates that connectivity affords people’s active engagement with micro-charity, which in turn fosters their distinct subjectivity pertaining to a social life that is intertwined with new media technology.

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