Search results for "Marketing campaign"
showing 6 items of 6 documents
Segmenting the audience of a cause-related marketing viral campaign
2021
Abstract This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfect…
Ocnos : revista de estudios sobre lectura
2014
Este artículo documenta los espacios virtuales que congregan diariamente a cientos de adolescentes y jóvenes entre 13 y 29 años para hablar de libros, lectura y de autores. En estos espacios intercambian lecturas, reseñan sus relatos preferidos en sus blogs, debaten sobre si el narrador es adecuado para la narración o se quejan de cómo se trata la lectura en la escuela. La investigación se ha realizado a partir del estudio de dos casos: los foros de Laura Gallego y la campaña de promoción de venta del libro Delirium, de la Editorial SM, a través de los blogs administrados por los adolescentes y de las redes sociales Twitter y Facebook. Se han analizado 1.466 documentos de 452 sujetos para c…
Crowdsourcing: An Application of Promotional Marketing
2015
Groups are more creative than individuals; therefore, they also contain more knowledge, and this assumption represents the central principle of crowdsourcing. The term “crowdsourcing” is a contraction of the words crowd (a large number of people) and outsourcing (the use of external assistance or help). The crowdsourcing concept was popularized and clearly defined in a Wired Magazine article published by the American journalist Jeff Howe in 2006, and since then, it has been implemented in a wide range of industries. Nowadays, with the proliferation of the crowdsourcing practices, it has become necessary to clearly define what crowdsourcing really is and what its specific limits are. So, whi…
Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election
2010
At general elections across Europe, turnout among young people tends to be significantly lower than among older voters. Therefore, this paper examines a digital marketing campaign that was targeted at young voters in the 2007 Finnish general election. More specifically, this paper aims to provide insights into the creative development process of a political marketing campaign and the nature of the client-agency relationship in political campaigns. The methodology adopted in this paper consisted of in-depth interviews with key informants involved in the campaign planning and implementation. The results provide new empirical insights into the challenges that political campaigner may face when…
Use of Reinforcement Learning in Two Real Applications
2008
In this paper, we present two sucessful applications of Reinforcement Learning (RL) in real life. First, the optimization of anemia management in patients undergoing Chronic Renal Failure is presented. The aim is to individualize the treatment (Erythropoietin dosages) in order to stabilize patients within a targeted range of Hemoglobin (Hb). Results show that the use of RL increases the ratio of patients within the desired range of Hb. Thus, patients' quality of life is increased, and additionally, Health Care System reduces its expenses in anemia management. Second, RL is applied to modify a marketing campaign in order to maximize long-term profits. RL obtains an individualized policy depe…
An Experiment with Facebook as an Advertising Channel for Books and Audiobooks
2016
The paper addresses the problem of using social media to promote innovative products available in online stores. Motivated by the fast development of the audiobook market, on the one hand, and the efficiency of social media marketing, on the other hand, we conducted an experiment with a marketing campaign of books and audiobooks on the most popular social networking site, Facebook, and discussed it in the paper. The goal of the experiment was exploring possible differences in FB users’ reaction to FB advertisements of traditional books and audiobooks. The experiment was implemented by using a real Facebook fanpage of a Polish publishing house having its own online bookstore. Results show so…