...ENGAGING AUDIENCES: AN ANALYSIS OF SOCIAL MEDIA USAGE IN ADVERTISING A Thesis Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College in partial fulfillment of the requirements for the degree of Master of Mass Communication in The Manship School of Mass Communication by Emily Fay Mabry B.S., Louisiana State University, 2008 May 2010 ACKNOWLEDGEMENTS The inspiration for this research emerged from the opportunity to live in New York City during the summer of 2009 and intern at a premier digital agency. I would like to thank my committee chair and boss, Dr. Lance Porter, who helped me realize this opportunity and nurture my research interests into a thesis project. His guidance and encouragement over the past two years have helped me in my attempts to decipher my future and achieve success. I would also like to express appreciation to my committee members: Dr. Anne Osborne for her insight into instrumentally combining my research into a seamless product and Dr. Felicia Song for her thorough contribution and dedication to this project. Finally, thanks to my parents who have always supported me in everything I do. ii TABLE OF CONTENTS ACKNOWLEDGEMENTS ............................................................................................................ ii ABSTRACT ................................................................................................................................... iv CHAPTER 1....
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...Overseas sourcing, without risk Here are some rules to keep your supply chain problem-free and avoid negative publicity at home and abroad Zero tolerance Shut the door firmly on illegal activity johnkworks/Shutterstock.com Managing fraud and corruption risk and protecting brand reputation is becoming increasingly important when sourcing from overseas destinations. With the changing enforcement milieu, extra-territorial statutes and zero tolerance around acts of bribery and corruption, brands need to constantly monitor their supply chains. These supply chains transcend international boundaries, with business partners (suppliers, vendors, service providers and such) being located across geographies, having different cultures and work ethics. Therefore, it is a challenge for any company to know and curb supply chain risks. To implement the code of conduct uniformly throughout the supply chain, companies have to change the mindsets of employees and business partners overseas through continuous learning and development. Winning and expanding business overseas could be a time-consuming and arduous task in some cases. Facilitation payments and kickbacks are easy quick fixes. Many sourcing destinations are countries that rate low on the Transparency International index, where vulnerabilities around vendor kickbacks and bribery of officials are prevalent. Mounting business pressures, aggressive timelines to complete projects and high costs involved have the tendency to spur unethical...
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...Why the connected experience revolution is yet to be televised Tony Duarte Connected TVs and second screen experiences have disappointed. Why? Where does the future lie and how to get there? This white paper considers the answers. © 2013 – All rights reserved Fluxx Ltd. | 11th March 2013 fluxx.uk.com Table of Contents Executive Summary The Connected Dream The Fragmented Reality Consumers Broadcast Industry Connected Device Technology Smart TVs Mobile Devices Synchronisation and Mobile Payments Future Imperfect Smart TV Second Screen Advertising and Retail Sociable TV Steps Towards the Connected Dream Living the Dream Appendix 3 4 5 5 6 8 8 10 12 13 13 14 16 17 18 21 23 Why the connected experience revolution is yet to be televised 2 Executive Summary Connected experiences which seamlessly fuse second screens and connected TVs have been ‘the future of TV’ for so long it almost feels like a returning series. Playing along with a quiz show; requesting a product sample during an advert; taking a breakfast news feature with you on your morning commute so you can finish watching; all could be routine. Despite the enablers and technology being in place this seismic shift in the viewing experience stubbornly refuses to mainstream. Why? A number of obstacles stand in the way: • Consumers brought up on a passive, linear TV experience show ingrained lean-back behaviour • The broadcast industry can be risk averse and ambivalent about commissioning multiplatform...
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...Intercontinental Hotel Group - Integrated Marketing Communications Individual Assignment no. 2 Syesha Kapoor LRB305188 Strategic Brand Management 2013-MBA II 2 Statement of authorship I certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed: ___________________________ Date: _________________________ 3 TABLE OF CONTENTS 1. Research Background Company’s profile ………………………………………………………………………... 4 2. Integrated Marketing Communications Meaning, purpose of IMC………………………………………………………………… 4 IHG’s IMC…………………………………………………………………….…………… 5 Effect of IMC on Brand awareness and Brand Equity …………………………………... 5 3. Critical analysis of IMC used by the brand …………………………………………. 7 4. Bibliography ………………………………………………………………………….. 8 4 IGH COMPANY PROFILE Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics show...
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...1) Electronics market is a booming market, for a given product there are many manufacturers having different features in their respective products. A customer, who does not have knowledge of intricate features at electronic products and practical significance as features, may choose wrong product. How this situation is effectively addressed? What principle of CRM is implemented here & how? The solution is achieved by integrating the customer in the CRM SYSTEM.. This new way of looking at the business involves integrating the customer into all aspects of the supplier's business, and vice versa. This implies a relationship that is deeper and wider than the traditional 'arms-length' supplier-customer relationship. The traditional approach to customer relationships was based on a simple transaction or trade, and little more. Perhaps there would be only a single point of contact between one person on each side. All communication and dealings would be between these two people. generating a customer focused CRM solution So what do we need to make this quantum leap of customer integration? A new way of thinking: change in paradigm change in the messages sent and received change in the overall culture And a new way of doing things: processes that are capable and effective structures and systems that support a business centred on its customers connectivity (end-to-end processes) both internally and externally (eg., with suppliers) REACHING customers'...
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...COMMUNICATIONS. MY AIM WITH THE PRODUCT IS TO MAKE FASHION BRANDS AWARE OF MY FINDINGS ON GOALS AND TACTICS. INSTEAD OF GIVING AWAY PRINTOUTS OF MY +15,000 WORD THESIS, THE PRODUCT IS HANDY AND ACTS AS A VISUALISATION OF MY MOST INTERESTING RESEARCH OUTCOMES. MY PRODUCT COMES IN A FORM OF A BROCHURE AND A MAP. IF MY THESIS PROVES TO BE SUCCESSFUL, I AM PLANNING TO SEND OUT THE BROCHURE AND MAP TO COMPANIES ALONG WITH MY CV TO APPLY FOR A FULL-TIME OR PART-TIME JOB IN THE FIELD OF DIGITAL MARKETING. ABSTRACT Social media may sound like a new concept, but it is actually based on the most authentic marketing tool we know: word-of-mouth marketing. The speed of online word-of-mouth goes enormously fast, making social media highly attractive for the use of marketing and communication when used strategically. Social media has the past year become a growing interest of mine, which motivated me to research into social media as a marketing tool and communication channel for fashion brands. As some deny, the fashion industry does seem to be booming at the moment with over 300,000 new Facebook pages each month. The fast growing...
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...find a potential mate-- the possibilities and options are endless. Unfortunately, these technological advances and opportunities have led to a developed sense of dependency amongst our society. With this new found sense of user dependency, potential for companies to gain a leg up on markets is increasing exponentially. Companies are finding new ways to advertise, while gaining massive publicity through consumer feedback. With new technologies being introduced every day, the increasing availability of the internet, and the abundance of “smart” devices, accessibility to information is endless and consumers are eager to share what they experience. (SOURCE) For years, advertising and publicity was fairly simple to obtain. However, with all of the changes and advances in networking and technology, new advertising opportunities are presenting themselves while, at the same time, providing major influence in the purchasing decision of consumers. (SOURCE) The increases in access to technology means that consumers are no longer constrained to certain sources or specific locations while pursuing needed items. No single source is driving the purchasing decision but, rather, multiple sources, leading to an empowered customer purchase. (SOURCE) These sources include owned, paid, and earned media. In marketing there are three terms for the different forms of publicity – paid, owned, and earned. Paid publicity is just...
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...in the context of how a real-world or hypothetical business is able to capitalize on them. - E-marketing- The strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing. - Characteristics of e-marketing: Addressability- The ability of a marketer to identify customers before they make a purchase. Example- digital media technology makes it possible for customers to identify themselves and provide information about their product needs and wants before their purchase. Social Network- Web-based meeting place for friends, family, coworkers, and peers that allow users to create a profile and connect with other users for purposes to get acquainted, to keeping in touch. Example- By becoming “friends” with other consumers on these social networks, companies are able to gain more access to consumer preference. Interactivity- Allows customers to express their needs and wants directly to the firm in response to its marketing communicators. Example- Having a feedback page that the firm offers to customers. Accessibility- The ability to obtain digital information. Example- Firms can go to different websites to request ideas for new products. Connectivity- Use of digital networks to provide linkages between information providers and users. Example- Is one of the key contributions of social networking, connecting customers with marketers as well as with other customers. Control- Customers’...
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...1.1 Introduction of the organization GREY ADVERTISING BANGLADESH LIMITED Grey Advertising Bangladesh Limited is one of the leading advertising agencies in Bangladesh. According to the AD age (An International advertising magazine) Grey is the third largest ad agency in Bangladesh in term of annual revenue. Grey Advertising is one of the newest ad agencies as well. Started only in 1996, Grey has been able to strengthen its market position strongly – thanks to its multinational experience and ‘Global’ approach to business. A Grey Global Group Inc, USA company, Grey has one of the most exquisite portfolios in the country. The major clients are British American Tobacco Bangladesh (BAT), Procter & Gamble (P&G), Glaxo SmithKline (GSK) Vaccination, GSK Consumer Health Care, Philips Lighting, Lafarge Cement, City Cell Digital, Novartis, Dhaka Bank, Gallery Apex, International School Dhaka, Pacific motors, Shark Energy Drink, Igloo, Coca-Cola, Siemens, Aarong etc. It is worth mentioning that BAT, P&G, and GSK are all global partners of GREY WORLDWIDE. The only multinational company in the country, Grey has proven its worth over past few years. From establishing a new brand like Virgin drinks or CityCell Digital to continuing the Global Corporate image of BAT, Grey is termed as the most respected ad agency in Bangladesh. Managed by the professionals having proven track record, Grey maintains one of the smallest workforces to run its multi-million taka operations. The creativity...
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...A Major Project Report on CUSTOMER PERCEPTION TOWARDS INTERNET MARKETING Submitted in partial fulfillment of the requirements for the award of the degree of Bachelor of Business Administration (B&I) programme of Guru Gobind Singh Indraprastha University, Delhi. Submitted To: Submitted by: Mr. Barun Kumar Jha Chitra Dwivedy 05812201810 Delhi College of Advanced Studies B-7, Shanker Garden, Vikaspuri New Delhi – 110018 Batch (2010-2013) DECLARATION I, hereby declare that this Major Project Report, entitled “Customer Perception Towards Internet Marketing”, is an authentic work carried out by me. It has not been submitted earlier for award of any degree or diploma to any institute or university. Place: New Delhi Candidate’s signature Date: Name: Chitra Dwivedy Enroll. No.: 05812201810 Countersigned Name: Mr. Barun Kumar Jha Supervisor Delhi College of Advanced Studies ACKNOWLEDGEMENT It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development of this work and who influenced my thinking, behavior and acts during the course of study. I express my sincere gratitude to Prof. (Dr.) M.S. Chaudhary the worthy Director of Delhi College of Advanced Studies, for providing me an opportunity to undergo summer training of doing this project under his leadership. I also extend my sincere indebtedness to Mr. Barun Kumar Jha who...
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...Content Marketing a complimentary eBook by Joe Pulizzi and Newt Barrett Get Content. Get Customers. Joe Pulizzi • Newt Barrett How to Turn Prospects into Customers with Content Marketing What You Will Learn By Reading This eBook • • • • • • • • • • The 3 reasons traditional marketing isn’t working. Content marketing is the biggest industry you’ve never heard of. What content marketing really is and why it is important. Why using the B.E.S.T. strategy can be the litmus test for your content marketing efforts. Why you must think like a publisher today! The 6 reasons why you can communicate with buyers directly. The 11 biggest benefits of content marketing. The 7 deadly sins of content marketing. What MindJet, Best Buy and ThomasNet are doing to drive business through the use of great content. What content channels are available to launch content marketing efforts and when to choose the right one. and much more… 2 Get Content. Get Customers. Joe Pulizzi • Newt Barrett How to Turn Prospects into Customers with Content Marketing If you answer ‘Yes’ to these questions, this eBook is for You • Are you disappointed with results from traditional marketing efforts? • Do you have difficulty proving a return on your marketing investment? • Are you spending a lot of money on your marketing and you’re not sure if it’s working? • Do your marketing materials talk more about you and not enough about your customer? • Do you fall asleep...
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...http://vk.com/caseogolics CASE INTERVIEW SECRETS A FORMER MCKINSEY INTERVIEWER REVEALS HOW TO GET MULTIPLE JOB OFFERS IN CONSULTING VICTOR CHENG Innovation Press Seattle This book and the information contained herein are for informative purposes only. The information in this book is distributed on an as-is basis, without warranty. The author makes no legal claims, express or implied, and the material is not meant to substitute legal or financial counsel. The author, publisher, and/or copyright holder assume no responsibility for the loss or damage caused or allegedly caused, directly or indirectly, by the use of information contained in this book. The author and publisher specifically disclaim any liability incurred from the use or application of the contents of this book. All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, including electronic, mechanical, photocopy, recording, or otherwise, without the prior written permission of the publisher. Throughout this book, trademarked names are referenced. Rather than using a trademark symbol with every occurrence of a trademarked name, we state that we are using the names in an editorial fashion only and to the benefit of the trademark owner, with no intention of infringement of the trademark. Copyright © 2012 Victor Cheng All rights reserved. Published by Innovation Press 93 S. Jackson St., #75551, Seattle, WA 98104 ISBN 978-0-9841835-3-1 For Julia and the girls FREE BONUS...
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...MEDIA Advertising and Commercial Culture 345 Early Developments in American Advertising 351 The Shape of U.S. Advertising Today 359 Persuasive Techniques in Contemporary Advertising 366 Commercial Speech and Regulating Advertising 374 Advertising, Politics, and Democracy Back in 1993, the trade magazine Adweek wrote about “The Ultimate Network”— something called the Internet: “Advertisers and agencies take note: It has the potential to become the next great mass/personal medium.”1 The prediction was correct, if not understated. The Internet has become a huge medium for advertisers, targeting audiences more precisely than any medium before it. Yet, none of the venerable ad agencies at that time could have guessed that an Internet start-up—Google— would become bigger than the leading multinational advertising holding companies like Omnicom, WPP, Interpublic, and Publicis. Nearly 99 percent of Google’s $16.6 billion revenue in 2007 came from advertising. THE BUSINESS OF MASS MEDIA B 343 ‘ ADVERTISING However, Google is different from the Madison Avenue agencies. It doesn’t design witty, slick ad campaigns. Instead, it facilitates the dull but effective text-based sponsored links that appear in Google searches or on affiliated sites. “We are in the really boring part of the business…the boring big business,” Google’s CEO Eric Schmidt says.2 What Google’s ads lack in creativity, they make up in precision. Google’s AdWords advertising system has made advertising both...
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...imitate it. To be better understood and analyze the competitive advantages of the Border Bookstores, this text will focus on the external environment, internal analysis and superior strategy it used. * External Analysis The external analysis mainly includes, the general environment, industry competition and competitor analysis and it creates opportunities & threats for the firms. To this case, much more attention will put into the general environment and the industry competition. a) General Environment The late 1980s and early 1990s were a time of unprecedented growth for book retailers. Taking advantage of these circumstances, the Border Bookstore had quadrupled its size and was beginning the complicated process of going public. (Australian Associated Press 2011). Around the same time, the retailer attracted the attention of the huge Kmart Corporation, which injected new vitality to the Border Bookstore. Several years later, the Borders and its sibling-Waldenbooks, formed a new company called Borders Group, which was independent from its parent-Kmart Corporation, due to the finances were settled with completed the proceeds of a public (Ovide 2011). The flexible environment contributed the Border Bookstores to grow...
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...technology. The improvement of technology has always been a driving force behind the filmmaking industry. There are various kinds of technology forthcoming. A major one is the development and use of 3D, IMAX and digital film. These new developments have changed the way that movies are made and affect the cost and method of film production. New cameras and recording methods are required in production and this is forcing the directors, actors and other staff to adapt their techniques. Due to the vast array of technologies that can be utilized for movie production there are low barriers of entry for suppliers. The production industry has been able to maintain leverage over these new corporations through their economies of scale and their ability to influence the end user of the product. Another important technological development is the digital streaming and downloading of videos. This new technology is having both positive and negative effects for the filmmakers. The ease of digital proliferation has allowed production companies to widen their brands and make more films and television programs. This has created greater revenue for the industry. Digital streaming has made way for a new kind of company focused on this delivery method. The improvement of digital animation has also increased the profitability of production studios by lowering the operating budgets of projects without losing revenues. This new technology has bred new studios and an entirely different genre...
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