...been defined as a “concerted effort of an organization to build socially responsible relationships by achieving research-based goals through the application of communication strategies and the measurement of outcomes” (Kendall 1996, p.3). This paper examines the value of the modern-day IPR practice through a case study from an overwhelmingly successful IPR campaign ‘Best Job in the World’ sponsored by Tourism Queensland, Australia. Firstly, the research methodology will be introduced. Secondly, an introduction of the campaign will be sketched. In the third section of the paper, the analysis of the campaign is structured in three subitems with theoretical references. In the following section, a post-hoc evaluation tries to examine the case through a logical model. Lastly, by drawing from the previous analysis and evaluation, the paper exposes the findings in the values of modern-day IPR campaign. Research Methodology When considering what research methodology is appropriate and shall be adopted in the course of analyzing and evaluating this IPR campaign, it is important to understand the patterns and attributes of the study case. In view of the ‘Best job in the world’ IPR campaign is a typical model of modern-day IPR campaign, which is different from traditional PR campaign in terms of the PR strategies, execution and communication channels. Therefore, research methods correspondingly adopted contrastive analysis and evaluation in a literature review in accordance with academic...
Words: 4484 - Pages: 18
...Advanced Research Topics in Digital Marketing Lecturer: Almir Peštek, PhD Assistant Professor Department of Marketing School of Economics and Business in Sarajevo almir.pestek@efsa.unsa.ba Course objectives: The objectives of the course are to get participants introduced to modern trends and practices in digital marketing development and to prepare them to work on their own research related to digital marketing application. It exposes participants to the main issues in digital marketing strategy and helps them critically evaluate both fundamental ideas and more recent developments. At the end of the course participants will be able to think critically about the development, implementation and effects of certain digital marketing strategies in business. There is an expectation that participants will develop an own research topic which derives from the topics covered. The course focuses on five themes: 1. The role of digital marketing within the organization 2. Consumer Behaviour 3. Integrated Marketing Communications 4. Social networks and Web 2.0 5. E-Metrics Course description: The purpose of this course is to investigate advanced topics in digital marketing. This course is designed to help participants in understanding the role of digital marketing within the organization, its business strategy and its success. The course will be organized in a way that allows participants to gain depth in important areas of digital marketing research identified and to develop and advance...
Words: 1288 - Pages: 6
...Preventing Data Security Breaches And Identity Thefts Information Technology Essay Current online marketing strategies deliver immense benefits to the modern global firm by way of better market reach, cheap and convenient transaction possessing, multiple online payment options and real time consumer data management. Marked benefits are commonly discernible in the area of internet based business-to-business or B2B, and business-to-consumer or B2C e-commerce models. These online commerce models rely on digital marketing for their success, which in turn in essentially a remarkable success of information technology and data management techniques. However, the growth of digital marketing is getting severely affected by the misuse of technology by criminals and unscrupulous persons in various ways. Such misuse of technology encompasses identity theft, data loss and other data security breaches. Increasing information security breaches and cases of identity theft in recent times threaten the marketing of products and services either online or offline like never before. This paper attempts to understand issues and outcomes of identity theft, data loss and security breaches on the present and future global marketing environment by examining several secondary sources of information. 2. What is identity theft? We can help you to write your essay! Professional essay writers Our writers can help get your essay back on track, take a look at our services to learn more about how we can...
Words: 3128 - Pages: 13
...clear understanding of the diversity that accompanies behaviour of consumers and provide goods and services that are in accordance to this. This is because digital tools provide marketers with the chance to not only collect but to also analyze data that has become even more complex on the purchasing patterns that consumers adopt. This paper therefore examines how the exchange between consumers and marketers has become highly dynamic, interactive and participative. Consumer Behaviour The subject of what causes consumers to behave as they do is one that has attracted a number of researchers. Going back as far as 300 years ago, economists such as Nicholas Bernoulli and John von Neumann began to analyze what exactly forms the background for the decisions made by consumers. Their work largely focused on the action of buying and was driven by utility theory(Knight & Weedon, 2009). This theory argues that consumers often make the choices that they do based on the outcomes that they expect to get out of these decisions(Boulding et al, 2005). Consumers are therefore considered as rational when it comes to decision making and only concerned with their own interests. However, while utility theory sees the consumer as rational, modern research on the topic of consumer behaviour examines a complex number of factors that have an impact on the consumer(Royle & Laing, 2013). It also agrees that there are a number of activities in terms of consumption that go far beyond...
Words: 2762 - Pages: 12
...Date: Impact of digital marketing in modern business Introduction Small and Medium Enterprises (SMEs) in Nigeria have been seeking a platform they can utilize to establish their brands in order to gain relevance and compete with large firms. With a population of at least one hundred and eighty million citizens, Nigeria has a wide variety of business opportunities. Currently, the country has been experiencing technological growth which has attributed to expansion within social networking sites. Social media is Nigeria is utilized for various purposes including entertainment and acquisition of knowledge. The social media platform can however be used as a powerful platform enabling Small and Medium Enterprises (SMEs) to compete with other large business ventures (Endwell, Jude and Nyekwere 175). Discussion Marketing refers to the process of delivering high quality standards of living through an exchange process between buyers and sellers. It is therefore a societal process creating and freely offering or exchanging products and services of value. Social media refers to a platform allowing interactive activities in a controlled, free, and dialogue enabled environment. Social media includes Twitter, Yahoo, YouTube, Facebook and MySpace among others. When social media is utilized to disseminate messages to gain internet traffic, it results into Social Media Marketing (SMM) (AMA 2). Small and Medium Enterprises (SMEs) in Nigeria should therefore use Social Media Marketing (SMM)...
Words: 704 - Pages: 3
...Impact of Online Marketing [Name of Author] [Institutional Affiliation] Table of Contents Executive Summary 3 Introduction 4 Research Findings 4 Finding Number 1 4 Finding Number 2 5 Finding Number 3 5 Recommendations 5 Conclusion 6 References 7 Impact of Online Marketing Executive Summary The internet refers to information technology that exponentially diffuses among businesses over the world. The central focus of this exploration reflects on the effects of internet based marketing on sales volume, organization management and resource allocation. Over the last decade, the internet has interrupted most retailers in terms of organization management, sales volume and the allocation of resources. The introduction of innovative technological changes such as cloud computing and web 2.0 continue to emerge at a dizzying pace, with each appears to be giving promises on the elimination, improve or transform the traditional marketing procedures. The report falls into five sections: introduction, research findings, analysis, recommendation and conclusion. The purpose of the paper is to highlight the benefits that accrue with online marketing so as to advice the organization on its importance. Furthermore, the paper intends to seek to offer advice to the management over the potential elements to put into consideration when implementing expansion project of internet marketing. The findings provide insight on the benefits of online marketing, what...
Words: 2024 - Pages: 9
...Is TV really dead? The value of television advertising in the world of digitalization. Executive summary: Many marketers wonder about allocating marketing budgets to get the greatest return on advertising investment. This paper answers the question, if the investment in online advertising causes a decrease in popularity of TV advertising. It presents researches done to both online and TV advertising. The statistics speak strongly about the development of online advertising but there are also researches that show the positive impact of online world on the growth of TV channels. The big advantage of internet advertising is the possiblity of direct interaction with user. On the other side, television has a much greater impact on their publicity when it comes to brand advertising. The increase in online investments in fact did not cause a decrease in TV advertising investment and television is actually benefiting of the development of the digital world. Table of content: 1. Introduction………………………………………………………………….. 4 2. Less television in the era of digitalization…………………………………… 4 3. Innovation allows television thrive………………………………………….. 4 4. Power of online……………………………………………………………… 5 5.1. Modern word of mouth marketing……………………………………… 5 5.2. Shift of marketing spend from TV to online……………………………. 6 5. TV still on its leading position in advertising……………………………….. 6 6. Conclusion…………………………………………………………………… 8 1. Introduction ...
Words: 2358 - Pages: 10
...Mohammad Helal Uddin Course Instructor of – BUS 7203 BANGLADESH UNIVERSITY OF PROFESSIONALS (BUP) Mirpur Cantonment, Dhaka – 1216 Subject: Submission of report on Information Technology is the most important marketing tool for Modern Business organization. Dear Sir, Here is the report you asked to submit on Computer and its application in business. We are very happy to submit this report on time to you. In this report we have tried to provide as much information as we can about Information Technology and its importance in marketing. We have done the report according to your specification. We will always be available for any supplementary interpretation or clarification that you may require. We sincerely hope that this report will live up to your expectation. Thank you for your valuable time and cordial consideration. Sincerely yours On behalf of my group Objective of the study * To understand the importance of information technology. * The business implication of IT. * IT as a modern marketing tool for modern business organization. Information technology Information technology (IT) is the application of computers and telecommunications equipment to store, retrieve, transmit and manipulate data, often in the context of a business or other enterprise. The term is commonly used as a synonym for computers and computer networks, but it also encompasses other information distribution technologies such as television and telephones. Several industries are...
Words: 3809 - Pages: 16
...In the past, there is only one way marketing communication called Lavidge and Steiner Model (1961) models applied to plan and conduct company marketing strategies . Schultz & Schultz (2004) reported that, out-bound distribution of messages and incentives were two main factor relied by marketers to attract the customers. In this one-way communications, companies focus on developed messages , selected distribution forms and incentives and sent it through traditional ways such as broadcast , print media and television on mass or directed to targeted groups of people , which help marketers control easily and tightly manage about their products in a small area (Belch,Belch,Kerr and Powell, 2011) . On the other hand, the customer initiated marketing communication model by Duncan considers consumers as the most important role as the source or initiator of the message through their complaints, suggestions and requests to the organizations. After that, marketers could receive these messages and take actions to respond to the customers. By doing them, marketers would have more opportunities to improve the interaction with their customers in a more meaningful manner. In addition, the use of customer –initiated communications could help understand more about their customer behaviour and determine the environments influencing them. According to Webber (2007), Internet is referred as the most important large-scale way to create significant two-way communication with their customers...
Words: 960 - Pages: 4
...the main problems of the organization with its strengths/weeknesses, find ways of effective usage of strengths to solve business problems, ways of reducing the impacts of weeknesses and external threads. | Opportunities * New Clever culture of alcohol consumption, attracting of new customers * * Market share increasing& Expansion of the market (sharing the first place with Sun InBev Ukraine. * Openning/exploring of new points-of-sale. * Increasing individualization of production (define different segments and satisfy their specific needs) * Successful player on Digital market * New products and competitive advantages | Threats * Not stable external conditions (economics, politics, legislation, social processes) can negatively influence KPIs of the company. * Emerging of new competitors/international branches enter the market. * Inflation * Loosing of consumers/changing in their preferences (Crimea and East regions of Ukraine). | Strengths * High level of popularity (one of the market leaders in beer, soft drinks and kvass); * Company with long history and strong Brands. * Wide range of products; * High level of quality(“zero-LOX”, ISO 9001, ISO 14001, meets international standards, new standards of social security of workers); * Innovative (a new type of processing barley, “Zelo-LOX”). * Modern equipment (newest, manufactured by advanced companies in the world brewing industry) ; * Last technologies of energy...
Words: 810 - Pages: 4
...precision, broadening their scope, moving more quickly, and telling better stories. February 2015| byJonathan Gordon and Jesko Perrey Science has permeated marketing for decades. Fans of the television drama Mad Men saw a fictionalized encounter when an IBM System/360 mainframe computer physically displaced the creative department of a late-1960s advertising agency. In reality, though, the 1960s through the early 1990s witnessed a happy marriage of advertising and technology as marketers mastered both the medium of television and the science of Nielsen ratings. These years gave birth to iconic advertising messages in categories ranging from sparkling beverages (“I’d like to buy the world a Coke”) to credit cards (“American Express. Don’t leave home without it”) to air travel (“British Airways: the world’s favourite airline”). Until recently, marketers could be forgiven for looking back wistfully at this golden age as new forces reshaped their world into something completely different. These new trends include a massive proliferation of television and online channels, the transformation of the home PC into a retail channel, the unrelenting rise of mobile social media and gaming, and—with all these trends—a constant battle for the consumer’s attention. The resulting expansion of platforms has propelled consistent growth in marketing expenditures, which now total as much as $1 trillion globally. The efficacy of this spending is under deep scrutiny. For example, in a survey of CEOs,...
Words: 3255 - Pages: 14
...An example of a business using information systems to attain competitive advantage is: A) JC Penny's information system that allows its contract manufacturers to see what garments have been sold and need to be replaced. B) Toyota's legendary TPS that has created superlative efficiencies and enabled Toyota to become the world's largest auto maker C) Verizon's Web-based digital dashboard providing real-time company information for managers. D) Apple's creation of the IPod. Ans: C) Verizons Web-based digital dashboard providing real-time company information for managers. 2) Which of the following choices may lead to competitive advantage (1) new products, services, and business models; (2) charging less for superior products; (3) responding to customers in real-time? A) 2 and 3 B) 1, 2, and 3 C) 1 only D) 1 and 2 Ans: B) 1,2, and 3 3) A major criterion in deciding the most important perspectives of a business problem is: A) change management. B) usefulness. C) organizational needs. D) implementation. Ans:B) Usefulness 4) Inadequate database capacity is an example of the ________ dimension of business problems. A) people B) management C) organizational D) technology Ans:D) Technology 5) The owners of Speed-EZ, a new bike messenger service, are concerned about how they will manage their messengers once they have left the office. This is a business problem that falls into the: A) management dimension. B) technology dimension...
Words: 2622 - Pages: 11
...The effects of social media in modern business Introduction Thesis statement: Social media affects modern business positively and negatively. Social media alludes to web-based applications that facilitate interactions in which people exchange information in virtual networks and communities. It requires Internet and mobile technologies to develop interactive platforms that allow users to generate, modify, discuss, and share content. Reach, immediacy, frequency, and permanence are some of the features that distinguish social media from traditional media. Social media technologies have many forms, including Internet forums, social blogs, vlogs, weblogs, wikis, podcasts, social networks, microblogs, and videos/pictures/photographs. Popular social media platforms include YouTube (for video-sharing), Twitter (for microblogging), WordPress and Blogger (for blog hosting), Flickr and Photbucket (for photo-sharing). LinkedIn, MySpace, and Facebook (social networks), Digg (a social news site), eHow (an article directory), and Wikipedia (a collaborative project and wiki-based encyclopedia). Others are content communities, such as DailyMotion, virtual social worlds (Second Life), and virtual game-worlds (World of Warcraft) (Kaplan 129-130). The present paper will discuss the positive and adverse impacts of social media on modern business. Positive effects Social media outlets have broadened the channels that companies can use to market their products/services. Businesses no longer...
Words: 3390 - Pages: 14
...field such as telephone, business, etc… IT is also known for data processing which is retrieving, manipulating and communicating information through the database. Understanding information technology is help us to profession in the computer world. To identify clearly what is information technology is, we need to know what it is run for. The PC was simply a mainframe on your desk. Of course it unleashed a wonderful stream of personal productivity applications that in turn contributed greatly to the growth of enterprise data. With the PC, you could digitally create the memo you previously typed on a typewriter, but to distribute it, you still had to print it and make paper copies. But with computer networks, it made the entire process digital, ensuring the increasing of the amount the message, data created, stored, moved, and consumed. Those are simple task that describe what is IT is. Most observers of the IT industry prefer and are expected to talk about what’s coming, not what’s happened. IT has been developed to help our life getting easier and better, it has been played in the important role in daily life. It industry has grown non-stop in order to maintain all the component in the computer world. Another way of looking at the industry of IT is to focus on the specific contributions of technological inventions and advances to the industry’s key growth driver: digitization and the resulting growth in the amount of digital data created, shared,...
Words: 763 - Pages: 4
...Is the use of technologies, such as "cookies", strategic to marketing goods and services online? What is the impact, if any, on consumer privacy? A few years ago, the combination of technology and marketing was not a common term. Even a very successful marketing model that was followed by software giant Microsoft, was neglected in many top ranking business schools. According to them what Microsoft was doing was a fad. But time has proved that they were wrong. Marketing guru Kotler has agreed that traditional marketing is not working any more. The economic power has shifted from marketers to customers. This shift happens in the market place due to the technology. Today customers have the access to information that lets them make much more informed decisions. Customers are increasingly telling companies what type of product or services they want and when, where and how they want to buy them. Before purchase a product or service, they compare each of the competitors' product and their pricing, availability and value for money. So customers are now in control. Customer's action and their demands are profoundly impacting every industry in the market. The use of technologies such as cookies is paramount to the implementation of such marketing practices, which ultimately benefit both the retailer and the consumer. Without these, retailers would not be able to fine-tune their marketing strategies and focus, and consumers would not be able to provide, through their actions...
Words: 6638 - Pages: 27
