The Effectiveness of Direct Marketing Media Regarding Attitudes of Different Target Groups of Consumers in Serbia

2020 ◽  
Vol 29 (1) ◽  
pp. 21-32
Author(s):  
Karolina Perčić ◽  
Nenad Perić
Keyword(s):  
Direct Marketing ◽  
Age Groups ◽  
Target Group ◽  
Target Market ◽  
Target Groups ◽  
Main Factors ◽  
Consumer Habits ◽  
Promotional Message ◽  
Media Mix

The characteristics of a given target market are one of the main factors that need to be considered when selecting media to transmit a promotional message and achieve successful advertising. The authors of this paper will present the effectiveness of direct marketing media for different age groups of consumers in Serbia, with the aim of proposing a promotional-media mix of direct marketing media for consumers in different age categories. The aim of the research is to find out which direct marketing media are the most effective and which media are most suitable to respondents as members of a particular target group depending on their age and in relation to consumer habits. Effectiveness was observed on the basis of the frequency of reading promotional advertisents via direct marketing media in relation to the age of respondents.

Acceptance and use of communication technology by the elderly (Preprint)

2021 ◽  
Author(s):  
Malcolm Clarke ◽  
Precious Onyeachu
Keyword(s):  
Elderly Population ◽  
Population Aging ◽  
Age Groups ◽  
Smart Phone ◽  
The Elderly ◽  
Accurate Information ◽  
Target Groups ◽  
Flu Vaccination ◽  
Use Of Technology ◽  
Working Age

BACKGROUND Population aging is a global phenomenon, with the proportion of the population over the age of 60 increasingly rapidly. However ownership and use of technology by people in this age group remains low, which impacts on introduction of and the assumptions made for, technology-based activities such as telehealth and telemedicine. It is essential to gain accurate information on the level of technology ownership in target groups. However, many studies on levels of technology ownership and use report using electronic methods for their survey, which introduces bias and may result in a higher value. OBJECTIVE To determine the level of ownership of technology in the elderly population using an unbiased data collection methodology. METHODS Our study collects data from patients invited to attend a clinic for their annual flu vaccination, and thereby captures a cross section of the population that is unbiased by the collection method. 309 patients completed a questionnaire, and were considered in three (3) age groups; young adults (25 to 45) (n=72), working-age (46 to 59) (n=80) and older adults (60 and above) (n=157). RESULTS In the older adult group (60+), 50 people (32%) out of 157 respondents had a mobile or smart phone and 107 (68%) did not; 38 people (24%) out of 157 respondents owned and used a computer and 119 (76%) had never used or owned a computer or tablet CONCLUSIONS Our results show a significantly lower ownership of technology in the elderly than found in other similar studies, which we attribute to the method of collection of the data, and consider to be a true reflection of the ownership in the general population.

The Power of Brand Loyalty in Creating Enterprise Value

2019 ◽  
pp. 922-955
Author(s):  
Ayşenur Gökalp
Keyword(s):  
Public Relations ◽  
Brand Loyalty ◽  
Reputation Management ◽  
Target Market ◽  
Target Groups ◽  
Enterprise Value ◽  
Long Run ◽  
Company Reputation ◽  
Institutional Reputation

In their communication with the external target market, companies strive to draw the target market's attention in terms of how the companies, their activities, and the quality of their product services are viewed from outside. Therefore, anything that serves to improve company reputation will contribute positively to the company image. This, in turn, will lead to the provision of brand loyalty. This is why companies are organizing activities to reinforce and strengthen their institutional reputation. That the company has a strong reputation creates a positive image in the internal and external target groups. It increases the trust felt for the brand. One of the focus areas of public relations, reputation management, contributes to the recognition of company and brand, and this, in turn, brings institutional reputation in the long run. This chapter deals with public relations, institutional reputation, brands, and brand loyalty and aims to show the importance of institutional reputation management in building brand loyalty.

scholarly journals The impact of product presentation on decision-making and purchasing

2019 ◽  
Vol 22 (3) ◽  
pp. 365-380 ◽  
Author(s):  
Rosy Boardman ◽  
Helen McCormick
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Visual Information ◽  
Age Groups ◽  
Target Market ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Product Presentation ◽  
The Impact

Purpose This paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups. Design/methodology/approach A mixed methodology was used including eye-tracking and qualitative in-depth interviews, with a purposive sample of 50 participants between age 20 and 70. Findings A higher number of product presentation features resulted in increased positive visual, cognitive and affective responses as consumers wanted as much visual information as possible to aid decision-making. Images of models attracted the most attention and were the most influential product presentation feature, followed by mannequin images and the zoom function. The 20 s spent much less time viewing and interacting with the product presentation features than middle age groups (30 s-50 s), had minimal fixations on mannequin images and had a much quicker decision-making process than other age groups. Practical implications The research informs retailers which product presentation features are the most effective for their target market to aid consumer decision-making with the aim of reducing returns. Originality/value The paper contributes to the literature by providing more in-depth insights than previous studies into the impact of online product presentation on consumer decision-making by using qualitative research and eye-tracking. The research also explores more product presentation features than previous research and investigates the presentation of apparel products, which are notoriously the most difficult products for consumers to assess online. The research is unique in its exploration of age differences in relation to product presentation features.

Benecol Spread and Media Planning

2017 ◽  
pp. 1-23
Author(s):  
Richard R. Johnson ◽  
Robert L. Carraway ◽  
Ervin R. Shames ◽  
Paul W. Farris
Keyword(s):  
Target Group ◽  
Market Potential ◽  
Planning Model ◽  
Media Planning ◽  
Target Groups ◽  
Cholesterol Lowering

Benecol Spread, a cholesterol-lowering margarine, was a product with unusual media-planning challenges. With a narrow target group and unproven market potential, Johnson & Johnson needed to get the most “bang for the buck” from its Benecol advertising. Would a media-planning model (optimizer) requiring executives to quantify their judgment on several key inputs be helpful in this process? A spreadsheet accompanying the case allows students to weight the target groups and to choose among different advertising vehicles to form the best possible media plan.

scholarly journals Detecting and Facing Information Demand for New Target Groups such as Start-up Founders – A Case Study at the WHU Library

2019 ◽  
Vol 43 (1) ◽  
pp. 216-222
Author(s):  
Ragna Seidler-de Alwis ◽  
Julia Grefkes
Keyword(s):  
Applied Sciences ◽  
Information Science ◽  
Target Group ◽  
Specific Information ◽  
Target Groups ◽  
Information Demand ◽  
Start Up ◽  
University Of Applied Sciences ◽  
The Status

AbstractFuture oriented libraries can make use of the current start-up trend. An orientation towards new and unorthodox target groups can lead to an enhanced extension of demand and can emphasize the status of libraries. The library of the WHU – Otto Beisheim School of Management is considering to involve a new target group, start-up founders amongst their alumni. To that end, a survey was carried out and evaluated in cooperation with the Institute of Information Science at the TH Köln – University of Applied Sciences in form of a bachelor thesis, which this article is based upon. Here, a structured pre-analysis tries to determine the demand of this specific target group (founders) and develops a concept to serve the demand of this target group specifically. The example of the case study illustrates a method for target groups specific information demand and also checks the consequences for libraries and their services who venture out of their regular clientele.

scholarly journals Designing Urban Green Space (UGS) to Enhance Health: A Methodology

2020 ◽  
Vol 17 (14) ◽  
pp. 5205
Author(s):  
Esther J. Veen ◽  
E. Dinand Ekkel ◽  
Milan R. Hansma ◽  
Anke G. M. de Vrieze
Keyword(s):  
Green Space ◽  
Age Groups ◽  
Health Benefit ◽  
Positive Association ◽  
Design Principles ◽  
Urban Green Space ◽  
Demographic Information ◽  
Target Groups ◽  
Urban Green ◽  
Two Age Groups

Policymakers and urban designers strive to implement the increasing evidence about the positive association between urban green space (UGS) and health in policy. In Almere, The Netherlands, the Regenboogbuurt (“Rainbow Quarter”) neighbourhood is currently being revitalized. The research team was asked to deliver design principles for the improvement of UGS in this neighbourhood to benefit the health of its residents. However, robust studies that demonstrate what UGS criteria offer what particular benefit for what target group are scarce. This paper contributes to the need for more evidence-based UGS design by presenting the approach we used to develop UGS design principles for Regenboogbuurt. Demographic information, health statistics, residents’ opinions, and data about the current use of UGS were analysed to choose target groups and to formulate health benefit goals. We also developed a model for assessing the health benefits of UGS. For two age groups (those aged 10–24 and 40–60), stimulating physical health and social cohesion, respectively, were determined to be the goals of improving UGS. UGS design principles were then assessed based on the existing literature. These principles will be taken into account when this area is revitalized in 2021. Thus, there will be an opportunity to measure whether these design principles did indeed contribute to residents’ health.

The use of English among Italo-Australians in Sydney

1991 ◽  
Vol 14 (1) ◽  
pp. 59-89 ◽  
Author(s):  
Antonia Rubino ◽  
Camilla Bettoni
Keyword(s):  
First Generation ◽  
Language Use ◽  
Second Generation ◽  
Age Groups ◽  
Personal Characteristics ◽  
Research Project ◽  
Italian Regions ◽  
First Results ◽  
Australian Community ◽  
Main Factors

Abstract This article presents the first results of a research project which investigates patterns of language use in the Italo-Australian community in Sydney. All three languages spoken by the majority of Italo-Australians are taken into account: Italian, dialect and English. This article focusses on English. Use of English by 202 subjects (of different generations, Italian regions, age groups and socioeconomic backgrounds) is explored in 46 situations in four domains (family, friendship, work/school and transactions), taking into account congruent and incongruent situations with regard to three main factors: interlocutor, topic of conversation and place where it takes place. The data show a widespread shift to English which starts among younger subjects of the first generation and increases dramatically among the second generation. Furthermore, use of English by Italo-Australians depends more on personal characteristics of speakers and addressees (such as age and generation) than on topic or place of conversation.

A bibliometric analysis of social media in hospitality and tourism research

2019 ◽  
Vol 31 (7) ◽  
pp. 2691-2719 ◽  
Author(s):  
Khaldoon Nusair ◽  
Irfan Butt ◽  
S.R. Nikhashemi
Keyword(s):  
Social Media ◽  
Bibliometric Analysis ◽  
Age Groups ◽  
Research Progress ◽  
Target Market ◽  
Content Type ◽  
The Social ◽  
Media Research ◽  
Social Media Research ◽  
Hospitality And Tourism

Purpose While the importance of social media will continue to grow, the purpose of this study is to provide a retrospective systematic literature review of the social media research published in major hospitality and tourism journals over a specific time period. Design/methodology/approach The study conducted a bibliometric analysis to review the literature of 439 social media articles published in 51 hospitality and tourism journals over a 15-year time span (2002-2016). Findings Ulrike Gretzel authored the highest fractional citations. The results indicated that social media-related research was mostly published in top-tier journals. The International Journal of Contemporary Hospitality Management was amongst the four leading journals in terms of the percentage of published social media articles. While inter-country social media research collaborations were relatively modest, interestingly, inter-country collaborations have been steadily increasing in the past five years. Another finding indicated that social media research in hospitality and tourism journals has been predominantly quantitative. The results revealed six new areas within the consumer behaviour research theme, namely, eWOM, service recovery, customer satisfaction, brand/destination image and service quality. Finally, it is important to note that four new trends in social media research appeared between 2011 and 2016, namely, big data, netnography, Travel 2.0 and Web 2.0. Research limitations/implications While this study made significant contributions to the social media literature, some limitations do exist. For example, the current research excluded publications from major conferences, books, book chapters and dissertations. Additionally, it is not within the scope of this paper to take into account issues related to self-citations. Practical implications The results obtained from analysis contribute to a comprehensive understanding of social media research progress in hospitality and tourism. For example, evaluating the performance of individual scholars helps educational institutions to compete in the global university ranking system. Additionally, to compete for funding opportunities on the topic of social media, institutions can use citation counts to demonstrate their competitiveness. Furthermore, due to the expected future growth in the number of social media platforms, practitioners need to understand motivating factors and tourists’ needs in different countries, target market segments, age groups and cultures to create highly engaging communities around their brands. Originality/value To the best of the authors’ knowledge, the sample of this study synthesized the largest selection of social media articles published in hospitality and tourism journals. This is the first study to apply the fractional score at the author level, the adjusted appearance score at the university level and the average citation score at the journal and inter-country levels in the analysis. In addition, prevalent research orientations and research trends in social media made significant contributions to existing literature.

scholarly journals Public Education: the ultimatum for the profession

1998 ◽  
Vol 162 ◽  
pp. 176-179
Author(s):  
M. Othman
Keyword(s):  
Public Education ◽  
Public Good ◽  
Target Group ◽  
Target Groups ◽  
Educational Aims ◽  
The Public ◽  
The Impact

The impact of public education is without question in the ‘public good’ domain and hence there is really no need to justify the demand for it. However, some professionals and scientists remain unconvinced about the necessity for it. This paper will lay out the benefits it holds for the scientists, categorise the target groups and identify the methods of approach for each target group and finally outline some strategies that can be adopted to achieve the educational aims.

scholarly journals Evaluation of Student Feedback Within a MOOC Using Sentiment Analysis and Target Groups

2020 ◽  
Vol 21 (3) ◽  
Author(s):  
Karsten Lundqvist ◽  
Tharindu Liyanagunawardena ◽  
Louise Starkey
Keyword(s):  
Sentiment Analysis ◽  
Prior Knowledge ◽  
Computer Programming ◽  
Student Experience ◽  
Target Group ◽  
Student Feedback ◽  
Target Groups ◽  
The Subject

Many course designers trying to evaluate the experience of participants in a MOOC will find it difficult to track and analyse the online actions and interactions of students because there may be thousands of learners enrolled in courses that sometimes last only a few weeks. This study explores the use of automated sentiment analysis in assessing student experience in a beginner computer programming MOOC. A dataset of more than 25,000 online posts made by participants during the course was analysed and compared to student feedback. The results were further analysed by grouping participants according to their prior knowledge of the subject: beginner, experienced, and unknown. In this study, the average sentiment expressed through online posts reflected the feedback statements. Beginners, the target group for the MOOC, were more positive about the course than experienced participants, largely due to the extra assistance they received. Many experienced participants had expected to learn about topics that were beyond the scope of the MOOC. The results suggest that MOOC designers should consider using sentiment analysis to evaluate student feedback and inform MOOC design.

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