INFORMATION ANALYSIS OF EXPERIENTIAL MARKETING ACTIVITY PERFORMED BY ROMANIAN MARKETING AGENCIES

One of the main objectives of today’s marketing strategy is to create holistic experiences that approach multisensory techniques, a goal that was accomplished due to the appearance of experiential marketing strategy. Despite its advantages, in Romania, this relatively new concept is not yet very popular among companies or marketing agencies. Therefore, qualitative marketing research was conducted to identify experiential marketing activities, the technology used, and marketing effectiveness metrics applied by six marketing agencies. The results have shown that experiential marketing is becoming quintessential as a modern-day communication arsenal, amplifying the customer's direct contact with a brand.

Research on Marketing Prediction Model Based on Markov Prediction

Many activities in modern business marketing management are random and repetitive. The marketing effect is constantly influenced by a variety of factors such as changing market supply and demand, customers’ purchase intentions, and national financial policy. As a result, Markov analysis can be used to analyze the status and trend of some variables, that is, to predict the future status and trend of a variable based on its current status and trend, in order to forecast possible changes in the future and take appropriate countermeasures. The mathematical model of product marketing prediction is presented in this paper by establishing the probability matrix of product state transition and analyzing and calculating with the Markov chain, resulting in a practical and reliable theoretical basis for economic prediction. After using the Markov analysis method, a suitable mathematical model can be created based on market investigation and statistics, which is extremely useful for making reasonable predictions about the market’s future development trend and improving marketing effectiveness.

Strategies for improving the quality of the ground coffee product: a case study at SMEs X Malang, Indonesia

SMEs X is one of the SMEs in Malang City that produces ground coffee. The increasing number of ground coffee producers in Malang City make SMEs X must be able to survive in the competition so that SMEs X needs to improve the quality of ground coffee products. The methods used are Quality Function Deployment (QFD) and Analytical Hierarchy Process (AHP). The results show that five essential attributes for consumers to improve the quality of ground coffee include unique packaging forms, packaging materials that can maintain quality, attractive packaging colours, convenience for consumers to reach sales locations, and convenience for consumers to get products. Strategies that can be used to improve the quality of ground coffee include redesigning the packaging, improving the ground coffee production process, selecting good quality coffee beans, resetting the selling price of the product, increasing marketing effectiveness, and applying for a permit from the national drug and food agency.

Pengaruh Efisiensi, Efektivitas, Dan Leverage Terhadap Kinerja Keuangan Perusahaan Publik Bisnis Ritel

The purpose of this study was to determine how the effect of operational efficiency, marketing effectiveness, and financial leverage on the financial performance of a public retail business. The population in this study are retail sub-sector companies listed on the Indonesia Stock Exchange (IDX) in the 2016-2020 period. This study uses multiple linear regression analysis techniques using Eviews 11 software. The results of this study indicate that (1) operational efficiency has a negative and significant effect on financial performance, (2) marketing effectiveness has a positive and significant effect on financial performance, (3)leverage finance has a negative and significant effect on financial performance.Tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh efisiensi operasional, efektivitas pemasaran, dan leverage keuangan terhadap kinerja keuangan perusahaan publik bisnis ritel. Populasi dalam penelitian ini adalah perusahaan sub sektor ritel yang terdaftar di Bursa Efek Indonesia (BEI) pada periode 2016-2020. Penelitian ini menggunakan teknik analisis regresi linear berganda dengan menggunakan software Eviews 11. Hasil dari penelitian ini menunjukan bahwa (1) Efisiensi operasional berpengaruh negatif dan signifikan terhadap kinerja keuangan, (2) Efektivitas pemasaran berpengaruh positif dan signifikan terhadap kinerja keuangan, (3) Leverage keuangan berpengaruh negatif dan signifikan terhadap kinerja keuangan.

Beyond visual clutter: the interplay among products, advertisements, and the overall webpage

PurposeLittle research has been done to understand how individual elements (e.g. advertisements) within a webpage are processed and evaluated when visual complexity is increased. Thus, this study aimed to investigate how consumers allocate attention and evaluate products and advertisements on complex webpages when they are casually browsing.Design/methodology/approachThis study conducted two experiments to test the causal effects of different degrees of visual complexity on consumer responses to products and advertisements. An eye-tracking experiment (n = 90) and a follow-up online experiment (n = 121) were conducted using undergraduate students as participants.FindingsParticipants formed a global impression from the overall webpage complexity, which spilled over to evaluation of individual elements on the webpage (e.g. product, advertisement). The inverted U-shaped relationships (vs. linear negative relationships) between webpage visual complexity and attitude toward the webpage, products, and advertisements were observed. The focal product was given a consistent level of attention regardless of the complexity level.Practical implicationsThis study provides implications for website organization and design to maximize positive consumer experiences and marketing effectiveness. The findings provide implications for retailers and advertisement buyers.Originality/valueThis study expanded the knowledge by examining the interplay between individual elements of webpages and the whole webpage complexity when consumers browse visually complex webpages. It is a novel finding that the overall webpage complexity effect spills over to locally attended products or advertisements.

OPTIMIZING BRAND AWARENESS BY USING FACEBOOK ADS AT BINA POTENSI ANAK INDONESIAN SCHOOLS

The development of social media today makes changes to marketing methods. Marketing using social media is a cheap solution and does not pose a high risk for the users. With social media, it can be used a way to increase brand awareness. An effective digital marketing media is needed to increase brand awareness, one of them is Facebook ads. In the education sector, facebook ads are still rarely used, generally schools use conventional marketing methods, this method has weaknesses, such as: limited scope and inefficient marketing costs. Marketing used conventional methods is considered ineffective, it occur at out by BPAI School in 2019 only 10% of potential consumers contacted the school. The small number of marketing effectiveness is the influence of the low brand awareness of the BPAI School, therefore innovation is needed in marketing to increase brand awareness, it is by using facebook ads. The results of the implementation of facebook ads at BPAI School for 5 days concluded that facebook ads had significant effect in increasing brand awareness