Search results for "Marketing communication"
showing 10 items of 67 documents
Lisätty todellisuus vähittäiskaupan markkinointiviestinnässä
2017
Lisätty todellisuus eli AR (englanniksi augmented reality) lisää todellisuuteen virtuaalisen elementin. Vähittäiskaupan markkinointiviestinnässä lisättyä todellisuutta on käytetty useiden vuosien ajan vahvistamaan brändikokemusta. Lisätty todellisuus mahdollistaa mukaansatempaavan markkinoinnin ja lisää asiakkaiden uskollisuutta. Lisättyä todellisuutta voi hyödyntää neljän paradigman kautta, jotka ovat aktiiviset painotuotteet ja pakkaukset, virtuaalipeilit, virtuaali-ikkunat ja paikannusta käyttävät AR-sovellukset. Lisätyn todellisuuden sisältö, käyttäjät, kohdeyleisö, sivulliset ja taustatekijät ovat viisi asiaa, joiden pohjalta suunnitellaan optimaalinen AR-kampanja. Esimerkiksi vaatteid…
Marketing communication in Finnish industrial companies
2010
Marketing communication has a significant role for profitable businesses in industrial markets, and its role is only expected to rise in the future. Especially, integrated marketing communication (IMC) and customer-oriented approach are universally regarded fundamental developments in the field of marketing. Secondly, Finnish companies’ marketing competences are commonly considered insufficient in general. The purpose of this study was to describe how Finnish industrial companies execute their marketing communication. In addition, the study examines the marketing communication’s strengths, weaknesses, opportunities, threats, and targets for development; how different marketing communication…
Comunicaciones de marketing y valor de marca de un festival musical
2017
La creación de capital de marca es fundamental para diferenciar los productos y alcanzar una ventaja competitiva. Sin embargo, este constructo ha recibido escasa atención en la investigación en turismo de eventos. Por ello, el objetivo del presente trabajo es analizar la influencia de las comunicaciones controladas y no controladas por la organización sobre la formación del valor de marca de un evento, y estimar el impacto del valor de marca global sobre la satisfacción y las intenciones conductuales del asistente al evento. Centrándonos en un festival de música en vivo, a partir de una muestra de 622 asistentes, se obtiene evidencia acerca de la efectividad de las comunicaciones del evento…
TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING
2019
Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obsta…
CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION
2018
Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The followi…
Associative Perception of Latvia as a Travel Destination in European Target Markets
2020
The image of the destination and its perception play an important role in distinguishing objectively comparable alternatives. The aim of the research was to find out the associative perceptions of Latvia as a tourism destination in Latvia’s target markets in Europe, as well as to investigate whether the current and potential Latvian tourism brands correspond with the associations of the people of these markets about holiday travel. The study involved data of three face-to-face surveys conducted in several places in Germany, Switzerland, and Austria in the summer of 2015, 2016, and 2017. The questionnaire was made to determine the recognition and the image of Latvia as tourism destination as…
Latest technology and communication consistency in hospitality: a comparison between two Mediterranean countries
2016
AbstractThe goal of this research is to examine customers′ perceptions of the latest technology solutions and marketing communications within the hotel context in two Mediterranean countries – Croatia and Italy. In particular, hotel guests of four- and five-star hotels located in these countries participated in the research. Firstly, guest perceptions of advanced Information and Communication Technology (ICT) and communication consistency are analysed and compared in Croatian and Italian hotels. Secondly, the impact of ICT on communication consistency is tested in both studies. The findings show that the level of customer perceptions of communication consistency is relatively high in both c…
Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dal…
2011
The concept of integrated marketing communications (IMC) has been recognized as a key factor in the marketing literature. Boosted by advancements in information and communication technology (ICT), IMC has received considerable attention during the past decade. The purpose of this research is to study in greater detail the IMC and ICT concepts in the tourism sector, specifically in hotels. The empirical study was conducted in 17 high-class hotels in Dalmatia, the largest region on the coast of Croatia. Descriptive statistics analysis showed a high degree of IMC and ICT implementation in Dalmatian first-class and luxury hotels. Moreover, the ICT application increased with the hotel category, …
Barriers to Integrated Marketing Communications: The Case of Latvia (small markets)
2012
Abstract No promotional tool should be used in isolation or without regard to the others; hence there is a trend toward integrated marketing communications. Many conclusions of researchers and most of the studies justify the effectiveness of the IMC and point to multiple advantages in comparison to the classical MC. In comparison to the classical MC, the IMC also in small markets declare exigency and ensure higher effectiveness. But the development and application of the IMC also has several problems or barriers. The purpose of this study is to investigate barriers to Integrated Marketing Communications in Latvian market (small markets). According to accomplished interrogation, the most imp…
The Role of Marketing Tools in the Improvement of Consumers Financial Literacy
2015
Abstract The aim of the paper is to explore the contribution of different types of marketing communication in consumer financial literacy formation from a three component perspective. As a method a survey among the target audience of home loans was used. The authors have focused on consumer financial knowledge, financial behaviour and financial attitude that constitute financial literacy in home loan market. As a result of empirical analysis the authors have found that the biggest contribution to formation of consumers financial literacy (within all three components) have educational web sites of government authorities, official web sites of banks, consultations with bank specialists, schoo…