Two Essays On Product Positioning And Social Media
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Two Essays On Product Positioning And Social Media
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Author :
language : en
Publisher:
Release Date : 2014
Two Essays On Product Positioning And Social Media written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Essays In Advertising Messages Mass Media And Product Positioning
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Author : Jun Bum Kwon
language : en
Publisher:
Release Date : 2017
Essays In Advertising Messages Mass Media And Product Positioning written by Jun Bum Kwon and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
In my dissertation, I apply emerging big data methodologies to measure the effects of advertising content and detect potential product segments. First, I explore whether advertising messages can change the topics reported in mass media. Specifically, I examine whether Dove's real beauty campaign increased the incidence of real-beauty-related topics in newspapers. Using a topic model, I segment beauty-related topics and identify topics related to real beauty. The number of sentences labeled as real beauty topics increases during the campaign. While the Dove campaign's significant impact on real beauty topics around the time of the campaign holds even in newspapers without Unilever ads, the impact is larger in newspapers containing Unilever ads. Overall, this evidence is consistent with both a mass media's public service role and an advertiser pressure influencing mass media content. In my next study, joint work with Avi Goldfarb and Trevor Snider, I introduce a method for identifying potentially related products using topological data analysis (TDA). From both simulated and real consumer purchase data, I show that "loopy segments" in TDA can connect regionally separated local products through national products, while standard clustering methods such as hierarchical clustering cannot. Lastly, I test whether comparative advertising reposition rival brands closer together. Using Google Trends' aggregate consumer search data, I analyze Samsung's U.S. television comparative advertising campaign against Apple's iPhone. I count co-occurrence of searches for brand pairs (e.g. Samsung Apple) and their brand-product attributes (e.g. Samsung screen, Apple Screen), to respectively map brand and product space. I find that advertised rival brands become closer together in both brand and product spaces but not significant in product space. My results suggest that a lower share brand may benefit from comparative advertising against a market leader by forcing itself to be more considered alongside a market leader when consumers search brands.
Digital Marketing
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Author : Dave Chaffey
language : en
Publisher: Pearson UK
Release Date : 2019-02-05
Digital Marketing written by Dave Chaffey and has been published by Pearson UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-05 with Business & Economics categories.
Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.
The Strategic Digital Media Entrepreneur
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Author : Penelope M. Abernathy
language : en
Publisher: John Wiley & Sons
Release Date : 2018-09-28
The Strategic Digital Media Entrepreneur written by Penelope M. Abernathy and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-28 with Social Science categories.
A goldmine of strategic insights and practical business guidance covering all aspects of media entrepreneurship in the Digital Age The media industry is facing epic upheaval. Revolutionary new technologies compel those in businesses as diverse as broadcasting to book publishing to radically recreate their business models or be left in history’s wake. At the same time, those with the next big idea are eager to acquire the business know-how needed to make it in today’s brave new world of media. Written by a uniquely well-qualified author team, this book addresses the concerns of both audiences. Penelope Muse Abernathy and JoAnn Sciarrino provide timely lessons on everything from media financing to marketing, business strategy to leadership, innovation to business accounting. They use numerous case studies and real-world vignettes to reveal the success secrets of today’s hottest media entrepreneurs, as well as the fatal flaws that leads many promising new ventures down the road to ruin. They begin with a primer on digital entrepreneurship basics, covering how to create a winning digital business model, obtain financing, do business accounting, identify strategic challenges, and more. From there they show you how to: Develop sustainable customer-focused strategies while overcoming the unique leadership challenges of the Digital Age Define your company’s unique value proposition, prioritize investments in key assets, and form strategic partnerships and alliances Understand and prepare to exploit the vast potential inherent in the next generation of digital technologies, including artificial intelligence, virtual reality, and blockchain, among others The two companion websites feature a wealth of supplemental material, including updates, instructional videos, essays by media leaders, as well as PowerPoint presentations and study guides for instructors. Packed with practical insights and guidance on all aspects of the business of media in the Digital Age, The Strategic Digital Media Entrepreneur is a must-have resource for professionals and students alike in advertising, marketing, business strategy, entrepreneurship, finance, social media, and more.
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Author :
language : en
Publisher: Springer Nature
Release Date :
written by and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Corporate Social Responsibility And Strategic Market Positioning For Organizational Success
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Author : Brown, Carlton
language : en
Publisher: IGI Global
Release Date : 2018-07-20
Corporate Social Responsibility And Strategic Market Positioning For Organizational Success written by Brown, Carlton and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-20 with Business & Economics categories.
The decisions a corporation makes affect more than just its stakeholders, for they can have wide social, environmental, and economic consequences. The relationship between marketing and corporate social responsibility is important to facing these consequences and providing organizational success. Strategic marketing is a tool that can help to defuse tension between companies and their wider stakeholders as well as fend off criticism. Corporate Social Responsibility and Strategic Market Positioning for Organizational Success is a critical scholarly resource that explores different approaches to understanding the nexus between business, marketing, technology, education, engagement, and sustainability. Featuring research on topics such as business strategy, marketing strategies, and organizational culture, this book is ideally designed for business managers and practitioners, commercial and corporate organizations, researchers, and academicians seeking coverage on the strategic importance of corporate social responsibility and marketing for commercial success.
A Dark Tinge To The World
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Author : Soledad S. Reyes
language : en
Publisher: UP Press
Release Date : 2005
A Dark Tinge To The World written by Soledad S. Reyes and has been published by UP Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Literary Collections categories.
Social Media Strategy
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Author : Keith A. Quesenberry
language : en
Publisher: Rowman & Littlefield
Release Date : 2020-08-14
Social Media Strategy written by Keith A. Quesenberry and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-14 with Language Arts & Disciplines categories.
Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, Third Edition is a blueprint for the practice of marketing communications, advertising and public relations in a digital world where the consumer holds the power. This new edition presents up-to-date strategies for innovating change, supporting traditional efforts, and leverage consumer influence for the good of the brand. Examples from small businesses, large corporations, and non-profit organizations provide real-world statistics in an accessible and highly practical text. This new and updated edition presents a fuller, integrated approach to the traditional disciplines of marketing, advertising, and public relations. Adopters of the first edition will find the original structure and approach supplemented with updated statistics, features, tactics, and social media platform options. New features include: Expanded discussion of social media careers, ROI, social media plan outline, crisis communication, and content creation Chapter Checklists that challenge students to seek out latest developments in rapidly changing social media Key Concepts sections appear at the end of chapters as an easy study reference Full Glossary of all key concepts, including more than 125 new terms Ethics-focused questions and new brand examples in each chapter Coverage of new developments such as TikTok, AI and messenger chatbots, as well as links to professional certifications from Hootsuite, HubSpot, Facebook, Google, and more Instructor resources may be found at https://textbooks.rowman.com/quesenberry3e. These include: Updated case briefs, chapter outlines, and test banks Revised example assignments and syllabi for undergraduate and graduate courses New PowerPoint slides for in-person or online lectures Ten downloadable templates and guides to support key strategic tools
The Sage Handbook Of Digital Journalism
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Author : Tamara Witschge
language : en
Publisher: SAGE
Release Date : 2016-05-18
The Sage Handbook Of Digital Journalism written by Tamara Witschge and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-18 with Language Arts & Disciplines categories.
The production and consumption of news in the digital era is blurring the boundaries between professionals, citizens and activists. Actors producing information are multiplying, but still media companies hold central position. Journalism research faces important challenges to capture, examine, and understand the current news environment. The SAGE Handbook of Digital Journalism starts from the pressing need for a thorough and bold debate to redefine the assumptions of research in the changing field of journalism. The 38 chapters, written by a team of global experts, are organised into four key areas: Section A: Changing Contexts Section B: News Practices in the Digital Era Section C: Conceptualizations of Journalism Section D: Research Strategies By addressing both institutional and non-institutional news production and providing ample attention to the question ‘who is a journalist?’ and the changing practices of news audiences in the digital era, this Handbook shapes the field and defines the roadmap for the research challenges that scholars will face in the coming decades.