Accounting for marketing promotion tools distributed over time

Subject. This article discusses up-to-date promotional marketing activities designed to attract customers and increase sales. Objectives. The article aims to develop a methodology for accounting for marketing tools to stimulate sales, which helps improve the quality of assessing the financial position of an organization. Methods. For the study, we used the methods of analysis, comparison, generalization, grouping, and systematization. Results. The article proposes an accounting methodology for marketing tools to stimulate sales distributed over time and certain recommendations for calculating the value of the accounting object Obligation to Customer. Conclusions and Relevance. The current Belarusian and Russian regulatory legal acts governing the accounting procedure for marketing tools to stimulate sales are covering just some issues related to marketing activity accounting. There is no differentiation between accounting for sales transactions using marketing promotion tools distributed over time and the one for sales transactions using marketing promotion tools not distributed over time. This necessitates further scientific research in the field of accounting for marketing promotion tools distributed over time. The results of the study can be useful in practical activities of enterprises, certain provisions of the legislation in the field of accounting for marketing, and educational activities in terms of methods of accounting for marketing tools to stimulate sales.

Sport Atmospherics' Influence on the Event Experience

This chapter discusses traditional and online atmospherics as a sport marketing strategy. Though with traditional retail roots, atmospherics have emerged as a strategy that may be utilized in the physical, online, and mobile sport environments. A comprehensive review of major traditional and sports atmospheric variables, online atmospheric variables including augmented and virtual reality, and applications to sport are discussed. In addition, the spectator experience cycle is introduced with atmospheric correlations. The purpose of the chapter is to explain why traditional and online atmospherics are important to the sport industry and to demonstrate how sport marketers may use physical, online, or mobile atmospherics to enhance spectator experience, increase loyalty, impact attitude, consumer choice, and impact purchase behavior. In addition, the chapter is meant to emphasize the importance of atmospherics to ultimately achieve sport promotional/marketing objectives. Finally, future research directions are recommended.

Digital Communication in Attraction of Foreign Direct Investment

The attraction of foreign direct investment (FDI) has increasingly become a strategic priority for competitiveness between countries. The literature highlights the importance that digital platforms, namely websites, have as a promotional marketing toll to attract FDI. Therefore, it is important to understand how EU countries are using digital platforms, namely websites, to present their attractiveness for FDI. The research identifies the factors and arguments that EU countries choose to present and explore on their websites to attract FDI. All the 27 countries FDI (official) websites were analyzed. Results show that main factors presented to attract FDI are quality of life (67%), incentives (67%), talent (63%), and infrastructures information (59%). The research provides an overview of how EU countries are promoting themselves through the websites, as well as a descriptive analysis of what types of competitive arguments are being used and how they are being communicated.

Promotional Marketing Campaigns in Pandemic Times

Research background: CoVid19 was a shock for governments, organizations as well as people. At the beginning of the pandemic, everyone was stunned and companies tried to adapt to the “new reality”, as some sectors were forced either to diminish their offer due to the downfall of demand, or even to fully stop offering products or services as a result of the lockdown restrictions, as in the case of tourism and events sector. Imminent health, social and economic crises seemed inevitable, and with more destructive power than the 2008 economic crises. Purpose of the article: Almost all organizations and companies were affected to a certain extent by this global crisis. On one hand, companies manufacturing medical products, drugs, devices, disinfectants, construction, digital industries, courier companies had an increase in the demand, while others like: automotive, aerospace, construction, hotels, spas, cultural and creative industries had a fall of demand due to the lockdown restrictions. Methods: In order to discover the steps taken by organizations from different industries, we analyzed several promotional marketing campaigns and we deployed research among the potential customers in order to discover their opinion towards these kinds of strategies. Findings & Value added: Organizations that encountered difficulties in the pandemic time appealed to promotional marketing campaigns bearing in mind several objectives, like: boosting sales, increase brand notoriety of the products or services offered and even gain more customers having a mixed expansion of the market, not only intensive or extensive growth.

Mainland Chinese Casino Visitors to Macau: Linking Service, Brand Image, Satisfaction and Loyalty

Few studies have investigated the moderating influence of brand image on customer satisfaction and loyalty. The purpose of this study was to examine the link from casino service to satisfaction (affective and cognitive satisfaction) and loyalty (revisit intention and intention to recommend). The influence of brand image as a moderator was also proposed. A quantitative survey was conducted with 240 casino visitors in Macau. The findings demonstrate that cognitively and affectively satisfied customers were more inclined to revisit and recommend a casino. These relations were stronger for customers who scored higher in brand image than for those who scored lower. The moderating influence of brand image was supported for revisit intention but was not supported for recommendation. The study provides promotional marketing strategies for the casino industry and theoretical suggestions for future study.

Exploring Domestic Tourism in Ethiopia: Trends, Prospects, Promotional Marketing, and Challenges

Domestic tourism is the largest form of tourism in the world, both in terms of tourist flow and revenue. Nevertheless, relatively it is overlooked by governments and scholars of most developing countries. Consequently, this article has tried to contribute to domestic tourism scholarship by exploring domestic tourism in Ethiopia, intending to uncover the trends, prospects, promotional marketing, and challenges. The research was descriptive in its design and has utilized primary and secondary data collected through questionnaires, interviews, and reviewed archives. The primary data were gathered from 386 domestic tourists and 37 tourism experts at four different destinations. The data were analyzed using descriptive statistics, content, and text analysis using SPSS and Excel software programs. The result revealed that tourism in Ethiopia, in general, has been rising, but the absence of domestic tourism data at the national level weakens the generalization and was evidence to the level of attention given to the sector. Domestic tourism was found to be misconceived by most tourism experts and businesses. The result further indicated the culture of tourism in Ethiopia, domestic tourism development potentials, and its challenges. Conclusions and recommendations vital for policymakers and practitioners are also provided.

Platform Labour Discourse: How Hyr Targets the “Bucket List Generation”

This paper provides an analysis of the discursive contradictions and narratives of labour within Hyr, a location-based freelance platform app that caters to the retail, hospitality, and restaurant sectors in Toronto and New York. The app provides companies with access to individuals with a variety of skills in these sectors and provides workers with access to contract jobs. The paper provides an analysis of Hyr’s promotional marketing, that targets urban “millennials,” and discusses how the platform exerts algorithmic and information control over its workers through their legal documentation and conditions of work within the platform. Situated within the “gig economy,” the paper also reviews current local policy proposals to alleviate the situation of gig workers in the Canadian context.