The Use of Mascots in Marketing Communication to Promote Tourism in Thailand: A Case Study of The Northern Provinces

2019 ◽  
Author(s):  
Suchada Wattanarak ◽  
Jantima Kheakao
Keyword(s):  
Marketing Communication

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals Online Social Gambling and Its Implications for the Study of Marketing Communications

2015 ◽  
Vol 4 (3) ◽  
pp. 22-50 ◽  
Author(s):  
Wilson Ozuem ◽  
Jason Prasad
Keyword(s):  
Single Case ◽  
Internet Technology ◽  
Marketing Communication ◽  
Single Case Study ◽  
New Approach ◽  
Real Money ◽  
Long Time ◽  
Ancient Times ◽  
Communication Practices

Gambling has been a part of humanity for a long time, and references to it have been found in some of the earliest dated records. Literature on the topic has been accumulating since ancient times. The advent of Internet technology along with its typical subsets provides a new approach to how gambling is conducted in postmodern times. Drawing on qualitative research and utilising a single case study strategy, this study examines online social gambling and real money gambling marketing communication practices as well as offers some insights into the development and implementation of effective marketing communication programmes. In contrast to existing studies, the paper, in part, proposes integrative and higher levels of marketing communication programmes between online social gambling and real money gambling environments.

scholarly journals Live Shopping dalam Industri Komunikasi Digital melalui Instagram

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 67
Author(s):  
Vinia Fransiska ◽  
Sinta Paramita
Keyword(s):  
Social Media ◽  
Online Shopping ◽  
Digital Communication ◽  
Qualitative Approach ◽  
Marketing Communication ◽  
Communication Industry ◽  
Communications Industry ◽  
Long Time ◽  
Limited Duration

Live shopping is an online shopping activity that is done directly and within a certain duration. This research discusses the live shopping process in the digital communication industry.. The theory used is the theory of marketing communication, social media, Instagram, and digital communication. This study discusses the phenomenon of live shopping activity in the digital communications industry. The method used is a case study with a qualitative approach and using the techniques of interview, observation, and documentation. The results of this study can be seen that the live shopping activity that uses social media to utilize the features of Instagram namely Stories. The birth of live shopping is based on the phenomenon that has been formed over a long time, namely ‘jastip’. Goods sold in the live shopping activity are also more diverse than shop online as usual. It also offers more interactive shopping activities and fun so that buyers feel the thrill of shopping directly on the spot and the limited duration so that the buyers will be encouraged with time. Before live shopping, sellers will promote it by using Instagram Ads or endorsement to influencers. It can be concluded that the live shopping process starts with 3 main steps, promotion, interaction, and transaction. Live shopping merupakan suatu kegiatan berbelanja secara online yang dilakukan secara langsung dan dalam durasi tertentu saja. Penelitian ini membahas tentang proses live shopping dalam industri komunikasi digital. Teori yang digunakan adalah teori komunikasi pemasaran, media sosial, Instagram, dan komunikasi digital. Metode yang digunakan adalah studi kasus dengan pendekatan kualitatif dan menggunakan teknik wawancara, observasi, serta dokumentasi. Hasil penelitian ini dapat diketahui bahwa kegiatan live shopping yang menggunakan media sosial Instagram ini memanfaatkan fitur Instagram yaitu Instagram Stories. Lahirnya live shopping didasari oleh fenomena yang sudah terbentuk lebih lama yaitu jasa titip atau jastip. Barang yang dijual dalam kegiatan live shopping juga lebih beragam dibandingkan berbelanja online seperti biasa. Kegiatan ini juga menawarkan kegiatan belanja yang lebih interaktif dan menyenangkan sehingga pembeli merasakan sensasi berbelanja langsung di tempat dan durasi waktu yang terbatas sehingga pembeli akan berpacu dengan waktu. Sebelum melakukan kegiatan live shopping, penjual terlebih dahulu akan memasarkannya dengan memanfaatkan fitur Instagram ads atau endorsement kepada influencer. Untuk itu dapat disimpulkan bahwa proses live shopping dimulai dari 3 langkah utama yaitu promosi, interaksi, dan terakhir transaksi. 

scholarly journals INTEGRATED MARKETING COMMUNICATION STRATEGY IN THE MIDDLE OF ONLINE MEDIA GLOBALIZATION (CASE STUDY IN KOMPAS NEWSPAPER)

2021 ◽  
Vol 9 (5) ◽  
pp. 1269-1273
Author(s):  
Eben Ezer ◽  
Keyword(s):  
Print Media ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Online Media ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Daily Newspaper ◽  
Media Globalization

In the middle of the globalization of online media, newspapers as print media are currently experiencing competition in the media industry. Many people who used to use newspapers as the main media in accessing news information have now shifted to online media, resulting in many newspapers in Indonesia that have started to dislike their readers. One of the newspapers in Indonesia is the daily Kompas . To overcome this, an integrated marketing communication strategy effort is needed which must be carried out by the Kompas newspaper marketing in order to exist in the middle of todays online media globalization. online today. This research uses the theory of Elaboration Likelihood theory (ELT) and Integrated Marketing Communication (IMC). In addition, the research uses marketing concepts, strategic concepts, communication strategy concepts, digitization concepts and print media concepts. The approach used in this study is a qualitative approach with descriptive interview methods. This research method is to use a case study approach which intends to describe the results of the research and try to find a comprehensive description of a situation. In addition, data collection techniques in this study were carried out by in-depth interviews and observations. The results of the discussion in this study are that Kompas daily newspaper uses five marketing mix strategies in maintaining its existence in the middle of globalization of online media today. The five strategies are direct marketing, sales promotion, public relations, personal selling and advertising. The conclusion in this study is that the five strategies are running very well in the Kompas daily newspaper so that the Kompas daily newspaper still exists today in the midst of the globalization of online media.

scholarly journals Integrasi Orkestrasi Pemasaran dengan Filosofi Dwi Sapta pada Kasus Vaseline Healing Project

2020 ◽  
Vol 2 (1) ◽  
pp. 28-41
Author(s):  
Bella Laurensia ◽  
Hot Junita Sitanggang ◽  
Rustono Farady Marta ◽  
Agus Daniar ◽  
Alfred Pieter Menayang
Keyword(s):  
Quality Of Life ◽  
Medical Personnel ◽  
Skin Condition ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Case Study Method

Integrated Marketing Communication as a form of marketing communication strategy in order to build trust, maintain relationships with consumers and stakeholders and benefit the brand. This study aims to determine the application of marketing orchestration in Vaseline activities and the application of the Dwi Sapta Philosophy in Vaseline marketing communication. This type of research is descriptive qualitative using the case study method. Vaseline held a "Vaseline Healing Project" to improve the quality of life of people and provide skin care to the community. Vaseline consistently provides the best for its consumers, ranging from product variations, product quality to the services provided through training of medical personnel and also the mission of improving the skin condition of the community.

scholarly journals Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 57-82
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

scholarly journals An Approach to the Development of Tourism Marketing Strategies for a New-born City:A Case Study of BuengKan - the Latest Province of Thailand

2021 ◽  
Vol 12 (3) ◽  
pp. 5311-5319
Author(s):  
Mustafa Obay Et. al.
Keyword(s):  
Tourism Industry ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Tourism Marketing ◽  
Communication Campaign ◽  
Local Politicians ◽  
Tourism Resources ◽  
Private Entrepreneurs ◽  
Depth Interviews

BuengKan is a new province not well known among tourists. Moreover, it is in the Northern part of Thailand, which is not a popular destination compared to the Northern and the Southern parts of the country. However, BuengKan has a high potential to develop tourism industry to generate more revenues for the province because it has a variety of tourism resources to develop various types of tourism, and it also is easily accessible. Thus, there is a need to conduct a research on tourist behaviors and attitudes towards BuengKan. A survey research among a sample of customers at working ages in Bangkok, and it has been found that they know BuengKan, but they do not know what they can do or see when they travel to Bueng Kan. Nonetheless, their perceptual pictures of BuengKan are positive in all aspects. Therefore, there should be a good marketing communication campaign to make them know what they can do and see when they are in BuengKan to motivate them to travel to Bueng Kan. In order to formulate a strategy to develop potential of tourism industry in BuengKan, ideas, advices, and recommendations from all stakeholders involved including public sectors, private sectors, communities, and scholars need to be gathered. This is the genesis of a qualitative research conducted with in-depth interviews with public officers, local politicians, chamber of commerce members, private entrepreneurs in tourism industry, scholars in the fields of tourism, marketing, and marketing communications. Their answers from the in-depth interviews have been analyzed and organized as a foundation to formulate an efficient and effective strategy to develop potential of tourism industry in BuengKan. The researcher has proposed the foresaid strategy.

scholarly journals Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 147
Author(s):  
Kevin Kevin ◽  
Sinta Paramita
Keyword(s):  
Public Relations ◽  
Communication Theory ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Case Study Method ◽  
Literature Study

Marketing communication is a means by which companies try to inform, persuade, and remind consumers directly or indirectly about the products and brands that are sold. Marketing communication theory covers several marketing communication mixes consisting of advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations. The purpose of the marketing communication mix is to create brand awareness. This brand awareness is the ability of consumers to recognize or remember a brand, including the name, logo and also certain slogans that have been used by the brand in promoting products. During marketing communications, Rockickz carries out strategies to create brand awareness. Rockickz's strategy is in the marketing communication mix. This research methodology uses qualitative, with the case study method. Data collection is done by interview, observation and literature study. Komunikasi pemasaran (marketing communication) adalah sarana dimana perusahaan berusaha menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual. Teori komunikasi pemasaran mencangkup beberapa bauran komunikasi pemasaran terdiri dari periklanan, pemasaran langsung, promosi penjualan, penjualan personal, pemasaran interaktif, hubungan masyarakat.Tujuan dari bauran komunikasi pemasaran tersebut adalah untuk menciptakan brand awareness. Brand awareness ini merupakan kemampuan konsumen dalam mengenali atau mengingat sebuah merek, termasuk nama, logo dan juga slogan – slogan tertentu yang pernah digunakan oleh brand tersebut dalam mempromosikan produk – produk. Pada saat melakukan komunikasi pemasaran, Rockickz melakukan strategi – strategi untuk menciptakan brand awareness. Strategi yang dilakukan Rockickz terdapat dalam bauran komunikasi pemasaran. Metodologi penelitian ini menggunakan kualitatif, dengan metode studi kasus.Pengumpulan data dilakukan dengan wawancara, observasi dan studi kepustakaan.

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