scholarly journals Promoting Character Through Partnership Marketing and Interactive Advertising

2021 ◽  
Vol 2 (1) ◽  
pp. 187-193
Author(s):  
Kus Sudarsono
Keyword(s):  
Social Media ◽  
Recent Trend ◽  
Financial Burden ◽  
Product Placement ◽  
Intellectual Property Right ◽  
Marketing Theory ◽  
Feature Film ◽  
Marketing Campaign ◽  
Startup Company ◽  
Interactive Advertising

Creating a new character as an intellectual property right is just the beginning of a long journey. The next step would be introducing the character to a broader audience. A startup company would not have the budget to produce a full feature film or finance a massive marketing campaign to introduce the character to a much broader audience. This research tries to implement partnership marketing theory to lessen the financial burden of marketing a new character. The idea is finding a partner who have the same target audience then collaborate to create a proper marketing campaign which all partners must profit from. One of the most recent trend in advertising is interactive advertising which create strong engagement with its audience and possible social media engagements. This research shall create the platform for partnership marketing through product placement on an Interactive Advertising to promote Keluarga Ramadhan (Ramadhan Family) character to a broader audience.

scholarly journals Optimalisasi Penggunaan Bahasa Iklan Interaktif dalam Pembuatan Iklan Online Produk Unggulan di Kelurahan Semarapura Kaja

2021 ◽  
Vol 2 (1) ◽  
pp. 20-29
Author(s):  
Agus Darma Yoga Pratama ◽  
I Gusti Ayu Agung Dian Susanthi ◽  
Ni Putu Sri Mariyatni
Keyword(s):  
Social Media ◽  
Online Media ◽  
Community Partnership ◽  
Interactive Advertising ◽  
The Media ◽  
Advertising Language ◽  
The Government ◽  
Small Medium Enterprises ◽  
Medium Enterprises ◽  
Partnership Program

Klungkung Regency is not only famous for producing songket and endek fabrics, but there are still many other Micro, Small, Medium Enterprises (MSMEs) that have been born and developed there. Semarapura Kaja Village is one of the MSME centers which certainly has a lot of potential that must be supported and developed so that it can become bigger and more independent. However, not all of these MSMEs have adequate capital, strategies, and support to be able to develop rapidly so that synergy and collaboration with the government and other parties are needed to overcome these problems. One solution that can be offered is to carry out promotional activities with interactive advertising language to attract consumer interest through online media in the hope of expanding market share and of course increasing income for MSME in Semarapura Kaja Village. This Community Partnership Program (PKM) educates and assists MSME to create good promotion and marketing strategies, either through print or online media. Assistance in optimizing the use of interactive advertising language in making online advertisements for superior products in Semarapura Kaja Village is targeting MSME who sell Balinese traditional clothing as one of the characteristics of Klungkung Regency which is the center of MSME traditional clothing. In its implementation, it was found that people are still very ignorant not only about advertising language but also with how to create, manage, and develop social media for promotion because there are still social media such as: Instagram and Facebook that are not effective and even not active in uploading content so that the form of implementation of assistance is direct and not in groups to maximize the results. MSMEs that are partners in the Community Partnership Program (PKM) are Dex's Pong and Tri Arta Collection. MSME have been assisted to socialize the importance of professionally managed social media with interactive advertising language, how to create attractive visual content for potential customers, to the importance of publication in print or online media. It is hoped that MSME will be able to consciously and independently promote their products in the future through the media consistently and continuously.

scholarly journals A novel approach to conducting clinical trials in the community setting: Utilizing patient-driven platforms and social media to drive web-based patient recruitment

2019 ◽  
Author(s):  
Janelle Applequist ◽  
Cristina Burroughs ◽  
Artemio Ramirez ◽  
Peter A. Merkel ◽  
Marc E. Rothenberg ◽  
...  
Keyword(s):  
Social Media ◽  
Clinical Research ◽  
Rare Disease ◽  
Patient Recruitment ◽  
Research Approach ◽  
Marketing Theory ◽  
Disease Category ◽  
Web Based ◽  
Recruitment Methods ◽  
Research Studies

Abstract Background: Participant recruitment for clinical research studies remains a significant challenge for researchers. Novel approaches to recruitment are necessary to ensure that populations are easier to reach. In the context of rare diseases, social media provides a unique opportunity for connecting with patient groups that have representatively lower diagnosis rates when compared with more common maladies. We describe the implementation of designing a patient-centered approach to message design for the purposes of recruiting patients for clinical research studies for rare disease populations. Methods: Using an iterative research approach, we analyzed our previous experience of using web-based direct-to-patient recruitment methods to compare these online strategies with traditional center of excellence recruitment strategies. After choosing six research studies for inclusion in the previous study, in-depth, online interviews ( n = 37) were conducted with patients represented in each disease category to develop and test recruitment message strategies for social media and a Web-based platform for patients to access study information and pre-screen. Finally, relationships were established with Patient Advocacy Groups representing each rare disease category to ensure further dissemination of recruitment materials via their own social media networks. Results: Guided by social marketing theory, we created and tested various recruitment message designs. Three key message concepts preferred by patients emerged: (1) infographic; (2) positive emotional messages; and (3) educational information for sharing. A base study website that was created and edited based on qualitative user-testing. This website includes the option for potential participants to pre-screen and determine their eligibility for the study. Conclusions: Study participants report wanting to be involved in the design and implementation of recruitment approaches for clinical research studies. The application of the aforementioned methods could aide in the evolution of clinical research practices for the recruitment of both rare and common diseases, where patient-centric approaches can help to create targeted messages designs that participants pre-test and support.

scholarly journals Analysis of Sources for Information Gathering Before Visiting a Festival in the Case of Generation Z

2021 ◽  
Author(s):  
Tamás Iványi
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Online Survey ◽  
Information Sources ◽  
Financial Burden ◽  
Exploratory Research ◽  
Multiple Sources ◽  
Music Festivals ◽  
Generation Z ◽  
Use Of Information Sources

In recent years, festivals have become an essential part of summer activities for many members of Generation Z. Programs that last several days also mean significant financial burden for young people, so they gather information from multiple sources before decision-making. The purpose of the study is to examine which information sources – especially social media – and which motivations have become significant in the context of festival tourism's decision process.An online survey was conducted as part of and exploratory research over four consecutive years dealing with the use of information sources and the importance of the music festivals' characteristics targeting the Hungarian Generation Z attendees of festivals. Besides the descriptive statistics cluster analysis and ANOVA tables were used.It can be emphasized that in the case of festival tourism, the influence and usage of social media, relying on the opinions of acquaintances and friends is much more significant in the decision-making phase than in the case of traditional tourism. The program and the leading performers are not the only important factors, but meeting friends, the atmosphere of the festival, and reasonable value for money are also significant. Three groups of users could be identified: those who are mainly browsing official websites and search engines, those who try to make decisions based on earlier experiences, and those who are also looking at social media sites and digest several types of content to make the decision. Organisers of festivals should understand the differences among these groups to create better communication strategies.

Web 2.0 as a Foundation for Social Media Marketing

2012 ◽  
pp. 342-379 ◽  
Author(s):  
Vedran Podobnik ◽  
Daniel Ackermann ◽  
Tomislav Grubisic ◽  
Ignac Lovrek
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Social Networking ◽  
Low Cost ◽  
Internet Marketing ◽  
Social Media Marketing ◽  
Marketing Campaign ◽  
Internet Users ◽  
The Web ◽  
The Way

In the Web 1.0 era, users were passive consumers of a read-only Web. However, the emergence of Web 2.0 redefined the way people use information and communication services—users evolved into prosumers that actively participate and collaborate in the ecosystem of a read-write Web. Consequently, marketing is one among many areas affected by the advent of the Web 2.0 paradigm. Web 2.0 enabled the global proliferation of social networking, which is the foundation for Social Media Marketing. Social Media Marketing represents a novel Internet marketing paradigm based on spreading brand-related messages directly from one user to another. This is also the reason why Social Media Marketing is often referred to as the viral marketing. This chapter will describe: (1) how social networking became the most popular Web 2.0 service, and (2) how social networking revolutionized Internet marketing. Both issues will be elaborated on two levels—the global and the Croatian level. The chapter will first present the evolution of social networking phenomenon which has fundamentally changed the way Internet users utilize Web services. During the first decade of 21st century, millions of people joined online communities and started using online social platforms, about 1.5 billion members of social networks globally in 2012. Furthermore, the chapter will describe how Internet marketing provided marketers with innovative marketing channels, which offer marketing campaign personalization, low-cost global access to consumers, and simple, cheap, and real-time marketing campaign tracking. Specifically, the chapter will focus on Social Media Marketing, the latest step in the Internet marketing evolution. The three most popular Social Media Marketing platforms (i.e., Facebook, Twitter, and Foursquare) will be described, and examples of successful marketing case studies in Croatia will be presented.

Breaking Stereotypes

2020 ◽  
pp. 135-143
Author(s):  
Manisha Mishra
Keyword(s):  
Social Media ◽  
Women Characters ◽  
Everyday Life ◽  
Digital Media ◽  
Coming Of Age ◽  
Short Film ◽  
Feature Film ◽  
Film Genre ◽  
Short Films ◽  
First Time

Indian films are gradually coming of age: becoming more realistic, bold, and daring. Indian short films are getting candid: talking openly about issues rather than brushing them under the carpet. The digital media boom and the advent of social media have made the short film genre popular. In the fast-paced age where people, caught up in the humdrum and rat race of everyday life, are generally becoming impatient about everything, the short film has come to the rescue of filmmakers and film lovers. Gone are the days where everyone had ample time and patience to watch a three hour feature film or a two hour saga. In case of a short film, the message gets conveyed in a quick, crisp, and focused manner, without beating about the bush. Women-oriented short films like Her First Time, Juice, The Day After Every Day, Mama's Boy, Going Dutch, Pressure Cooker, The Girl Story, Ek Dopahar, Khaney Mein Kya Hai, White Shirt, Naked, etc. are breaking stereotypes of the patriarchal notions about women. The chapter probes the portrayals of women characters in Indian short films.

scholarly journals Factor model of social media marketing effect on brand loyalty

2019 ◽  
Vol 65 ◽  
pp. 04011
Author(s):  
Olga Chubukova ◽  
Iuliia Kostynets ◽  
Igor Ponomarenko ◽  
Nataliia Rallie ◽  
Yuliia Zymbalevska
Keyword(s):  
Social Media ◽  
Direct Effect ◽  
Brand Loyalty ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Theory ◽  
Brand Trust ◽  
Brand Affect

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

scholarly journals Design and testing of communication materials for a breastfeeding social media marketing campaign: Breastfeed4Ghana

2020 ◽  
Vol 6 ◽  
pp. 205520762090929
Author(s):  
R Aryeetey ◽  
O Lasisi ◽  
A Hromi-Fiedler ◽  
G Carroll ◽  
R Pérez-Escamilla ◽  
...  
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Marketing Campaign ◽  
Design And Testing

scholarly journals Master of digital media major research paper assessing the engagement of social media marketing: the case study of a tourism Toronto video-based marketing campaign

2021 ◽  
Author(s):  
Diane Stolte
Keyword(s):  
Social Media ◽  
Digital Media ◽  
User Engagement ◽  
Marketing Organization ◽  
Case Study Methodology ◽  
Marketing Campaign ◽  
Study Methodology ◽  
Practical Implications ◽  
Destination Marketing Organization

The purpose of this research is to assess user engagement for a video-based social media campaign by a destination marketing organization (DMO). A case study methodology was applied to examine the Tourism Toronto video-based campaign of 2017 on Instagram and Twitter. Social interactions were analyzed to compare the relative engagement rates across platforms. This determined that Instagram had a higher relative engagement rate compared to Twitter. Instagram can be considered as a more desirable tool for DMOs to share videos digitally. The limited sample size presents research limitations through potentially not representing a larger population opinion’s on the content. It enables practical implications for destination marketers who have limited resources by highlighting that Instagram may be a preferred channel over Twitter due to higher engagements rates. There is a lack of research on the comparison of relative engagement rates from an academic perspective and this is the first study to explore the topic for a video-based marketing campaign in the DMO industry.

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