...7 August, 2013 Meng Luo Article Analysis: “Nivea Reboots Successful Online Contest with E-commerce” Summary: On Jul 16, 2013 the Chief Marketer published an article “Nivea Reboots Successful Online Contest with E-commerce” by Patricia Odell. The article started with the statement that taking a winning promotion to a new and even more successful level is what every agency would like to do for its clients. The article used the example of how Nivea and its digital agency of record, Rosetta, did to interpret this statement. The article went on by stating that Nivea ran an online contest featured the “Kiss of Style Cap Contest”, encouraging entrants design caps for its lip care products last year. The article continued to explain that the participators enjoyed the contest but wanted the real thing, and that they did not just want to design a virtual cap, they wanted the cap itself too. Specially, Carole Rissman stated that a big amount of their consumer wished they could purchase their designed lip balm caps. The article went on to present that a new “always on” system was initiated to add an e-commerce piece by Rosetta to create a new revenue stream, aiming to lead the promotion to the next level. The program would grow overtime and create lasting relationships. The article also interviewed Dave Foster, an account director at Rosetta, who stated that “We realized last year that this experience really resonated with the core audience,” to approve that the core target...
Words: 1389 - Pages: 6
...boundaries of social marketing: activism or advertising? By Walter Wymer Journal of Business Research - J BUS RES , vol. 63, no. 2, pp. 99-103, 2010 Article Review: Walter Wymer is currently a faculty member in the Management department of University of Lethbridge, Canada. He has done extensive research in areas of nonprofit organizations’ marketing strategies and their effectiveness. His areas of expertise are nonprofit studies, volunteerism, business ethics and social activism. In the above mentioned article, Wymer aims to highlight the ineffectiveness of tactics of social marketers in trying to promote healthy food consumption by the public. The main focus of the article is to imply that conservative approach of social marketing in no longer helpful in yielding positive response from the people and a more rigorous approach is needed to negate the unhealthy consumer behavior. Marketing strategies around the world are enhancing, more and more is being invested in trying to influence peoples’ decisions and behaviors through marketing and advertisements. Social marketing agencies are highly lacking the right skills needed to direct the behavior of consumers whereas commercial marketing industries are vigilantly taking advantage of the wide array of mediums like television, radio, internet, social media websites, blogs, vlogs, etc to promote their products. Wymer emphasizes about the extent of influence on people created by commercial marketing. The current trend...
Words: 1985 - Pages: 8
...Consumer Psychology and Marketing Communications Article Analysis PSY/322 November 19, 2012 Consumer Psychology and Marketing Communications Article Analysis This paper will define what is consumer psychology is and show its relationship with marketing communications. An overview will be discussed about the psychological concepts of consumer psychology and its importance of developing an effective marketing communication message. It is crucial for effective marketers to know how to use their knowledge of consumer psychology for the development of effective marketing promotions of its products and services. Perner (2010), consumer psychology is “the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (para. 2). Recognizing the importance of consumer behavior is vital for the development of any successful marketing message for the public. For example, marketers understand that is best to show a television advertisement of snack products during the period in which the viewer is more prone to be hungry such as late afternoon (Perner, 2010), There are various ways in which data and information about consumers are attained. Marketers and businesses often utilizes mail questionnaires, phone surveys, online surveys, focus groups, scanner data, and personal interviews to learn more about consumers...
Words: 758 - Pages: 4
...AB1501 MARKETING INDIVIDUAL ASSIGNMENT WRITE-UP ARTICLE: “ONLINE BRANDS SET OFF ON NEW MARKETING JOURNEY” TO DR KRISHNA UDAYASANKAR BY ONG SHI XIAN GARY U1110552E TUTORIAL GROUP 6 I, ong shi xian gary (u1110552e), declare that the work which I am submitting is original and that I have made proper referencing and citations (where appropriate and required). _________________________________ 8 NOVEMBER 2011 WRITE-UP ON ARTICLE: “ONLINE BRANDS SET OFF ON NEW MARKETING JOURNEY” BY MICHAEL BARNETT (15 SEPTEMBER 2011) 1. Article Summary The article describes and looks into the benefits of the growing trend in which online brands use offline, traditional marketing promotion strategies and brand extension to increase awareness and open up business opportunities for themselves. Some, like Rovio and Mind Candy, have even gone as far as to create and market physical products such as soft toys and magazines related to their online services (Online games, namely Angry Birds and Moshi Monsters, respectively). (Barnett M., 2011) 2. Relation to Marketing Concepts This article relates strongly to the marketing concept of service intangibility, which strongly affects online companies due to the lack of a physical presence of their services. It also relates strongly to brand extension, the concept of creating new product categories under the existing brand name, tying in with the concept of new product development. Overall, this article relates the strongest to differentiation...
Words: 955 - Pages: 4
...CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter Nine: Broadcast Media 274 Chapter Ten: Interactive and Alternative Media 310 Chapter Eleven: Media Planning and Buying 345 Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy 378 Chapter Thirteen: Copywriting 411 Chapter Fourteen: Design and Production 443 Part Five: Integration and Evaluation Chapter Fifteen: Direct Response 476 Chapter Sixteen: Sales Promotion, Events, and Sponsorships 508 Chapter Seventeen: Public Relations 542 Chapter Eighteen: Special Advertising Situations 576 Chapter Nineteen: Evaluation of Effectiveness 610 INTRODUCTION Welcome to the Test Item File for the Wells/Moriarty/Burnett Advertising: Principles and Practice, 7th edition text. This test bank was designed with the student and instructor in mind. All questions in this manual are drawn directly from the master text. APPLICATION QUESTIONS: New to the seventh edition of the Test Item File is a section...
Words: 179407 - Pages: 718
...University of Liverpool Management School MKIB230 - RETAIL MARKETING COURSEWORK ASSESSMENT Choose a news article (i.e. from BBC news, The Times, The Financial Times, The Guardian etc.) published in this current year, which manifests some important aspect(s) of retail marketing. Explain your rationale for selecting the article, and use relevant concepts, models and/or theories from the retail marketing literature to analyse the aspects manifested by the article. Explain how the article makes retail marketing concepts and models clearer or more real from your point of view. You are required to produce an ESSAY addressing the above task which should be no longer than 2000 words. The word limit does not include the article itself, which should be included as an appendix to your essay. The essay should be supported by relevant theory, and all sources referred to in the essay should be fully referenced. The essay is to be submitted on or before Monday 11th April 4pm. Assessment Criteria For your guidance, the criteria against which your coursework assessment will be assessed include: Structure, style and presentation Effective selection/organisation of information to answer the requirements of the task Logical essay structure, and coherent writing style Appropriate presentation of references and any supporting documentation Depth of understanding of issues related to the question Identification and appropriate application of relevant theories, models...
Words: 356 - Pages: 2
...1) Joanna Goodman, Connecting people is a recipe for innovation at cadbury. (2009, Knowledge Management Review (Online), , 1-N_A. a. Summary: This article is dedicated to the description of the concept in which social networking (knowledge management) within one company on several levels lead to success. In this case attention is set for Science & Technology (S&T) of Cadbury. In article it is fully described the whole process of developing a new product and how this process is supported by networking. Several levels of networks exists. Lowest level is inter-office network, in which workers can share their ideas and experiences; the highest is Cadbury and acquired companies’ network, where one member of S&T can leave his work to another member of S&T, maybe even to those who works on different product types. For example chewing gum developer can invent structure and principle, leaving his project for chocolate developers for inventing new taste. Later on it will be sent to marketing department, but this is whole different story. Another positive aspect of KM is socialization. Not only KM provides possibility for employees to speak and discuss current issues, it also has a place for company magazines and newsletters. The newsletter supports Cadbury's employees by highlighting initiatives and celebrating success. But KM is a difficult subject to manage. Firstly it is difficult to manage trainers and supervisors for communities, who are very important part of whole project....
Words: 522 - Pages: 3
...Marketing through E-Books In her newspaper article “Your E-Book is Reading You”, Alexandra Alter uses an informal tone to grab the reader’s attention. Alter informs the reader of the new methods used to improve book sales and customer reading experiences. She demonstrates that major book publishers are capable of tracking reading habits including how much of the book is read, and how long they read for. The data also indicates that readers use methods of reading depending on the genre of the book. Once Alter provides the information regarding what publishers are capable of, she points out the negative aspects of the data collection including the loss of creativity and privacy. While Alter does address the negative aspects of data collection, the primary focus of the article is the positive aspects of having reader data. The research she includes comprises mainly of statistics and quotes from book publishers. Through her use of style, tone and research, Alter successfully convinces the reader that the act of habit analysis by publishers is in the reader’s best interests. Initially, Alter sets up her article in a style that appeals to the reader. Throughout the essay, she jumps back and forth between expository and persuasive tones. The main purpose of this article is to inform the reader; however, she also includes the use of pathos to get the reader emotionally involved. In her opening paragraph she appeals to the reader’s emotions by stating “Nearly 18,000 Kindle readers...
Words: 1084 - Pages: 5
...APA Referencing 2007 Note: this page is only an introduction to the APA (American Psychological Association) referencing system. For a comprehensive guide please refer to: American Psychological Association. (2001). Publication manual of the American Psychological Association (5th ed.). Washington DC: APA. It is very important that you check the assignment guide for your Department or School as some details, e.g. punctuation, may vary from the guidelines on this page. You may be penalised for not conforming to your school's requirements. What is Referencing? Referencing is a standardised method of acknowledging sources of information and ideas that you have used in your assignment in a way that uniquely identifies their source. Direct quotations, facts and figures, as well as ideas and theories, from both published and unpublished works, must be referenced. There are many acceptable forms of referencing. This information sheet provides a brief guide to the APA referencing style for in-text citations and for creating the Reference List (examples are below). Within the text of the assignment the author’s name is given first, followed by the publication date. Include page numbers for direct quotations and also where it is useful to provide a page number. A reference list at the end of the assignment contains the full details of all the in-text citations. Why Reference? Referencing is necessary to avoid plagiarism, to verify quotations, and to enable readers...
Words: 3352 - Pages: 14
...used; however this refers to a list of related source material that is not necessarily cited in the document. Remember: • A list of references should appear on a separate sheet of paper at the end of an assignment and is generally titled References. • This list contains bibliographic details of every work cited in your assignment. • The list must be arranged alphabetically by authors’ surnames. If there is more than one work by the same author, then arrange chronologically i.e. earlier publication dates before later dates. • All reference sources (e.g. books, journal articles, websites etc.) are listed together in one continuous reference list. • Correct punctuation is important. • Note minimal capitalisation of book titles and maximal capitalisation of journal titles. Example: Reference List Website If a book, or a journal article or a document on a website has no author, bring the title of the book, article or document to the front. ABC 2010, The Drum, analysis and views on the issues of the day, viewed 13 January 2010, Becher, T 1990, ‘The counter culture of specialisation’, European Journal of Education, vol. 25, no. 3, pp. 330-6. Bourassa, SD 1999, ‘Effects of child care on young children’, Proceedings of the third annual meeting of the International Society for Child Psychology, International Society for Child Psychology, Atlanta, Georgia, pp. 44-6. Conner, ML 2004, Ageless learners: andragogy and pedagogy, viewed 19 October, 2007, Dawson, P 2004, Creative writing...
Words: 649 - Pages: 3
...Manual of the American Psychological Association (6th edition) and http://www.apastyle.org/. Instructions Alphabetize each entry in a works cited list by the first letter, ignoring the articles A, An, and The. Indent subsequent lines of entries one-half inch. Names: Use initials for first and middle names. Titles: For articles, chapters and books, capitalize only the first word of the title and subtitle and proper nouns. Fully capitalize periodical titles. Dates: Publication dates use the order year, month day. The access date uses the order month day year. If no publication date is available, use "n.d." in place of date. The following examples are citations from EBSCO databases. If you cannot find some of this information, cite what is available. Different styles may apply when citing print and other sources. Journal Article Pattern: [Author last name], [First initial]. [Middle initial]. ([Publication year]). [Title of article]. [Title of journal], [Volume number]([Issue number]), [Page number starts]-[ends]. [Document Object Identifier] Example: Silva, L. (2007). Epistemological and theoretical challenges for studying power and politics in information systems. Information Systems Journal, 17(2), 165-183. [Document Object Identifier] Journal Article w/ No Author Pattern: [Title of article]. ([Publication year]). [Title of journal], [Volume number]([Issue number]), [Page number starts]-[ends]. [Document Object Identifier] Example: Epistemological and theoretical challenges...
Words: 1021 - Pages: 5
...A Guide on How to write a research paper 1. Establish Your Topic * Genuinely interests you. * Read and think about what you'd like to do. * Narrow it down to something more manageable (e.g.: Too general: Ancient Egypt. Revised: The building of the pyramids of Ancient Egypt. * Brainstorming to get ideas. 2. Identify the goal of the paper * An argumentative research paper: argues for one point of view. The issue should be debatable with a logical counter argument. * An analytical research paper: offers a fresh look at an important issue to persuade audience that it is important. 3. Look for Sources of Information * Books, magazine articles, and internet articles. * A research paper should use at least four sources. * The academic credibility of a source could be considered. * Make note of page numbers, URLs, and quotable passages for citation. 4. Read Your Sources and Take Notes * Use index cards to relate ideas from different sources. * Keep source information on the other side of the cards. * Use quotation marks for “copy/paste” to avoid PLAGIARISM. * Organize your note cards by subtopic to make an outline. 5. Write a First Draft * Table of contents. * Introduction (let the reader know what the topic is, inform the reader about your point of view, arouse the reader's curiosity to read more). * Body (Limit each paragraph to one main idea, prove your points continually by using specific...
Words: 697 - Pages: 3
...Thank you for allowing me to read your essay. I feel that I know you after reading it, in fact I felt that we had sat down over a coffee and had a chat. I felt throughout reading it that you were exploring your personal experiences and what you had learnt about yourself through the years. I enjoyed your anecdotes that give strength to your reasons on why you feel this area of your work is a strength. I enjoyed how you discussed your previous work career and all its perks and how this all lead from personal experience into a new career path for you. This showed how much passion really is important to you and something that should be valued in the care community. I would like to note that I did not feel that I knew your personal strength until half way through the essay. I felt that you needed to identify this in your introduction . Maybe add it to your first statement: Making my career switch recently…that I possess strengths such as my passion for my work. Not sure how you would like to word it, just that it is needed in the introduction. I feel you may also benefit from splitting your introduction around the area that you state : However, I never truly felt I had strength or ability in any of it. I feel that this could be your first paragraph, see how you feel I just think it will make it a stronger essay. It would need to be slightly re worded such as : Working in corporate management I never felt like I had any strengths (i would leave out abilities). I found...
Words: 409 - Pages: 2
...This article was first published on Salon, a website that has an audience favoring liberals more than conservatives. This article also has an audience of a younger generation that follows hit movies. Garett Reppenhagen served as a Cavalry Scout Sniper with the 1st Infantry Division in the US Army, and is also a veteran advocate and social justice organizer. Garett’s background has a lot of relevance to this topic. I would say he is credible towards this whole subject. He is qualified to make judgment and criticize the way this movie is trying to depict Iraq. Garett’s extrinsic ethos is that he has served in the military. He has made a profession of being a real life sniper so he knows most of the scenarios that go on in the movie. He could also describe what goes on as you enter a war zone and how each and every person reacts. Garett states, "But viewing the war only through his eyes gives us too narrow frame." I believe this quote shows he cares about the audience because he wants to share that the frame of Iraq is not narrow, in fact it is on the contrary. Iraq is full of hospitality, proud history, and old-soul wisdom. This quote also shows virtue and goodness because he does not make the mistake of thinking the Iraqi’s are savages, like the movie may portray. Practical wisdom is also shown in this quote because without it Garett would not know that Chris Kyle’s views are narrow, but instead they should be broad and more flexible. The tone of this particular article is straightforward...
Words: 752 - Pages: 4
...--------------------------------------------------------------------------- BUSN 311 Unit 3 Individual Project - Possible / Earned Points --------------------------------------------------------------------------- Entertainment Survey or Poll- from Newsstand- Proquest --------------------------------------------------------------------------- Description of Survey 5/5**** Sample Size Analysis 5/5**** Business Application 5/5 **** --------------------------------------------------------------------------- Political Survey or Poll- from Pew Research or Gallup --------------------------------------------------------------------------- Description of Survey 5/5**** Sample Size Analysis 5/5**** Business Application 5/5 **** --------------------------------------------------------------------------- General Opinion Survey or Poll- from Pew Research or Gallup --------------------------------------------------------------------------- Description of Survey 5/5**** Sample Size Analysis 5/5**** Business Application 5/5 **** --------------------------------------------------------------------------- Overview of Survey Research: Text Research required 10/10**** --------------------------------------------------------------------------- This section of the paper will be 2-3 pages in length. 30% deductions for not using specified required research. 6 points will be deducted for each survey that is not taken from the required resource. ---------------------------------------------------------------------------...
Words: 1421 - Pages: 6
