...Mobile Marketing Netflix One brand reaching out perfectly to Millennials is Netflix. In recent years, Netflix decreased the amount of money spent on paid advertising in the U.S. across traditional media and instead is spending marketing dollars online, particularly on mobile devices. Netflix’s efforts to be more digital and content forward in their marketing has shown favorable results. The company spent about $121 million on advertising last year, down from $143 million in 2013 and $218 million in 2012, according to Kantar Media. As the cost of advertising has decreased, subscribers increased by 4.88 million last quarter, shares recently increased to a record $560.24, subscribers have topped 62 million worldwide and 75% of millennials with connected televisions are using them to watch Netflix. Netflix expands their brand reach and promotes their content to millennials through the use of mobile and social media campaigns focusing on Netflix’s original series. Millennials want to share what movie or TV shows they’re watching. Netflix offers an app designed to celebrate their original shows and interact with its fans. For the season premiere of “Orange is the New Black”, a prison show, the app enabled users to insert their face into mugshots before sharing them via social media or SMS. According to research by ListenFirst, the series was a popular topic on social media in the weeks leading up to the premiere, with 124,000 uses of the show’s hashtag on Twitter in the three...
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...This article was downloaded by: [Guru Ghasidas University ] On: 13 January 2014, At: 02:45 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Journal of Strategic Marketing Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/rjsm20 An examination of marketing techniques that influence Millennials' perceptions of whether a product is environmentally friendly Katherine T. Smith a a Department of Marketing , Texas A&M University , 4112 TAMU, College Station, TX, 77843-4112, USA Published online: 19 Nov 2010. To cite this article: Katherine T. Smith (2010) An examination of marketing techniques that influence Millennials' perceptions of whether a product is environmentally friendly, Journal of Strategic Marketing, 18:6, 437-450, DOI: 10.1080/0965254X.2010.525249 To link to this article: http://dx.doi.org/10.1080/0965254X.2010.525249 PLEASE SCROLL DOWN FOR ARTICLE Taylor & Francis makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors,...
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...Annotated bibliography-1 Turner, P., Thompson, E. (2014) College Retention Initiatives Meeting the Needs of Millennial Freshman Students. College student Journal, 48(1), 94-104. Patrick Turner is adjunct instructor-first year experience/Freshman Learning Community at Georgia State University and Elizabeth Thompson is Clinical Psychologist at Thompson and Associates. In the article, “College Retention Initiative Meeting the needs Of Millennial Freshman Students” Dr. Patrick Turner and Dr. Elizabeth Thompson (2014) has done a subjective research on the conduct routine of millennial college understudies. They states that, “Americans colleges and universities is encountering problems in educating the new generation born in 1982-2002 called as Millennials. Millennials need to learn about the new technological uses and communicative strategies”. Specialists arranged diverse poll for distinctive understudies to investigate the needs and exercises to enhance the school environment. A few confinement were connected with the study as it was done in single group and society and few dint reacted well. Out of 30 member who are millennial understudy with distinctive field of study and examiner was arranged and given to understudies. Later results were ascertained on the age and answer gave few issues were raised by millennial, as first year of school is extremely discriminating and difficult to hold. And I think that the researches is very useful in differentiating the attention...
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...oLD NAVY MOBILE MARKETING CAMPAIGN MRKT501: Module 3 Case Assignment Doctor Qin Sun Trident University International | OLD NAVY | Memo To: | Dr. Qin Sun | From: | Edward Massey | cc: | [Recipient(s)] | Date: | November 14, 2014 | Re: | Old Navy’s Mobile Marketing Campaign | | | The idea of incorporating young adult males within Old Navy’s newest social media promotion is spot on. Our company along with many other businesses who deal in marketing found that targeting Millennials will provide much needed revenue to business entities such as yours. Our research has found that Millennials have an abundance of familiarity with today’s technological devices, as well as possessing the ability to easily adapt to the accelerating levels of innovation. 93% of Millennials are internet users when compared to Generation X, Baby Boomers and seniors (Crang, 2012). Your Social Media Marketing Campaign is breaking particular barriers and providing your company the opportunity to capture the attention, as well as impress, convince as well as entertain your target group. Your current social media ads appears to focus on increasing your target groups’ retention rate, by stimulating their visual senses and imagination. Previous studies have shown that television advertisements are less effective when directed toward a younger target group. We have also found that it is significantly more difficult to breakthrough and persuade Millennials with advertising messages...
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...Analysis of Marketing for Pietila’s Brewery through Three Criteria: Beer Events, Television, and Social Media Prepared by Michelle Brown Director of Marketing Submitted to Board of Directors for Pietila’s Brewery Date: August 24, 2015 TABLE OF CONTENTS INTRODUCTION 1 BODY 3 Solution 1: Television 3 Solution 2: Beer Events 4 Solution 3: Social Media 4 RECOMMENDATION 5 Advantages and Disadvantages 6 Plan for Implementation 6 CONCLUSION 7 REFERENCES 8 INTRODUCTION The topic being analyzed is which method, out of three chosen criteria, would be the most effective to utilize in order to receive the maximum ROI and market penetration. The reason this is being researched is because the anticipated opening of Pietila’s Brewery is set for February 1st, 2016. Given that it is a new brewery in a semi-flooded market, it is imperative that the best marketing solution is chosen. The scope of this report is limited to television advertising, beer event advertising, and social media advertising. While there certainly other methods that could be considered, the current trend in the market place dictates a focus on these three criteria. To establish the effectiveness of the marketing, each criteria will be evaluated based upon cost, interaction with target audience, and the reach of the message. The criterion that overall...
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...Defining Marketing MKT/421 Defining Marketing When you hear the term marketing, it may elicit any one of several thoughts, although two trains of thought seem most likely to develop. First of all, marketing might seem like such a common term that it should be simple to define. On the other hand, marketing might seem like such a generalized, wide-ranging concept that it becomes exceedingly difficult to describe accurately. It is foreseeable that each individual, including myself, could come up with his or her own definition, each one of which could be in contrast to the definitions that are provided by experts in the field. To be sure, it is important to have an understanding of the definition of marketing to be able to comprehend the importance of marketing to businesses. Personal Definition * I must admit that, if pressed to come up with a personal definition or marketing, my thoughts first turn to the concept of advertising. I tend to want to make the terms interchangeable. I picture in my mind media-produced images of 1960s ad men sitting around smoky rooms developing ways to convince consumers to buy the latest vice, or I think of modern advertising developers exercising limited acting skills to convince clients to let them sell the clients' wares. Logically, I know that marketing is much more than advertising. I know that marketing involves detailed research and knowledge of subjects such as demographics and statistics and, I think I am safe to say,...
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...competitors combined do not come close to the 27,021 locations that Subway currently owns in the United States; Quiznos has 5,200 locations (Quiznos, 2015), Firehouse Subs owns 850 locations (Firehouse Subs, 2015), Jimmy Johns has approximately 2,000 locations (Jimmy John's, 2015), Jersey Mike’s has 1,300 locations (Jersey Mike's, 2015), and Charley's Grilled Subs has over 500 locations (Charley's, 2015). The Subway chain is indisputably the world’s largest submarine sandwich chain with over 43,000 locations around the world (SUBWAY, 2015) and a brand value of $6.6 billion (Forbes, 2014). In this paper we will discuss how the Subway brand came to be so successful, what marketing strategies were used properly in the process, and conclude with what marketing strategies should continue to be implemented and what marketing strategies should be improved in order for Subway to maintain its success in the QSR industry. Background Information The “How” In 1965, 17 year old Fred DeLuca needed a way to fund his tuition to become a medical doctor. With a $1,000 loan from soon-to-be business partner Dr. Peter Buck, Fred founded Pete’s Super Submarines, known today as Subway Restaurants. The first store was opened in Bridgeport, Connecticut in August, 1965 with the future goal of opening 32 stores in 10 years (SUBWAY, 2015). Their biggest concern at the time was “how.” In eight years the subway chain was able to grow from 16 stores to 200 stores and they did this by franchising. Franchising...
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...English portfolio Anne van Oudheusden CEAC4B Englisch portfolio The portfolio consists of eight assignments: Assignment 1 Radio program…………………………………………………. Page 3 Assignment 2 Cover letter…………………………………………………….. Page 4 Assignment 3 Resume………………………………………………………… Page 5 Assignment 4 Motivation email………………………………………………... Page 8 Assignment 5 Job interview…………………………………………………….Page 9 Assignment 6 Press release………………………………………………….. Page 10 Assignment 7 Essay…………………………………………………………… Page 11 Assignment 8 Summary………………………………………………………. Page 14 Annex ……………………………………………………………………………. Page 15 Assignment 1 Radio program Anne van Oudheusden 2175678 CEAC4B Step 1 Name radio show: The Duchess meets the world Description show: One girl how meets with people who live in the Netherlands but have a different culture running true their blood Step 2: Name: Rodolfo Costa Place of birth: Belem do Para, Para, Brazil Lives in Eindhoven from the age of 7. Step 3: Belem do Para is a big city in the north end of Brazil. The weather is warm/tropical. Their native language is Portuguese. Brazil is an upcoming economical country but this wealth is centered in the south where the biggest cities are. (Wikipedia 2014) Brazilians have a warm and welcoming culture it is very different from the Netherlands. Step 4: Questions: What are according to you the biggest differences between people from the Netherlands and people in Brazil? If your parents didn’t move to Netherlands...
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...Strategic Selling Assignment #3 1. Plante Moran wants to help their clients learn more about running a business and help them tackle their biggest challenges within the company. They offer consulting services including audit, accounting and tax services to help companies minimize risk and validate opportunities by analyzing a target companies past, current and project performance. This publication achieves this in this issue specifically by covering the following topics: -implementing an advisory board within a company -insights on a family owned business -the rise of technological innovation, specially ‘wearable’ technologies -IRS advice -discussion on senior citizen housing -ideas on strategizing within a company -making data consumable and actionable -warnings about information security -build a well conceived plan for your portfolios instead of chasing fads -how technology is used to satisfy customers -business owners that want to sell their company 2. Plante Moran’s audience is business owners and business leaders that seek consulting with areas covering audit, accounting and tax. 3. The strategic risks that clients of Verndale Products pointed out to Verndale was that they expanded to Detroit and that other companies don’t use the drum-dried process. 4. The action that Verndale took to focus on the worry about expanding to Detroit was that they started out with a $10 million dollar project and ended up with a $21 million dollar project...
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...organization’s individual customer needs. Marketing Intermediaries are also an actor in an organization’s microenvironment. An intermediary like advertising or a transportation company could potentially increase or decrease customer satisfaction. Publics are also an actor. These publics are groups that may significantly impact marketing activities that are meant to contribute to a customers’ satisfaction with a product. 2. Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. The demographic environment is so important to marketers because these environments involve people, and people are what make up markets. 3. Millennials are people who were born from 1977-2000. They are of much interest to marketers because of how big of a market they create for now and the future. All of these Millennials embrace technology as a way of life, which creates more opportunities to market through social media. This marketing technique is effective because all of these Millennials understand how to use technology. 4. A trend that marketers must be aware of in the natural environment is the growing shortages of raw materials. Companies are working on practices and strategies that are environmentally sustainable in order to create a world can run without the use of as many raw materials. Another environmental trend is increased pollution. Marketers are responding to this trend by marketing products that are more environmentally...
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...The Role of Social Media in Business Asia’s Digital Age www.wipro.com Rahul Koul Head-Digital Marketing & Thought Leadership, Wipro Technologies Table of contents 03.....................................................................................................................Abstract 04.....................................................................................................................The Internet as a Utility 04.....................................................................................................................Redefining the “Social” Life - Changing Norms and Values of Digital Natives 05.....................................................................................................................The Social Business - Connecting with Customers, Employees and Society 05.....................................................................................................................Conclusion 06.....................................................................................................................References 07.....................................................................................................................About the Author 07.....................................................................................................................About WCIR 07.....................................................................................................................About Wipro Technologies Abstract...
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...Head-Digital Marketing & Thought Leadership, Wipro Technologies Rahul Koul www.wipro.com Asia’s Digital Age The Role of Social Media in Business 07.....................................................................................................................About Wipro Technologies 07.....................................................................................................................About WCIR 07.....................................................................................................................About the Author 06.....................................................................................................................References 05.....................................................................................................................Conclusion Employees and Society 05.....................................................................................................................The Social Business - Connecting with Customers, of Digital Natives 04.....................................................................................................................Redefining the “Social” Life - Changing Norms and Values 04.....................................................................................................................The Internet as a Utility 03.....................................................................................................................Abstract Table...
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...Three Floyd’s Micro-Brewery Marketing Plan Keller Graduate School of Management – MM522 Kristin McFarren, Adrian Davis & Kristy Malone Table of Contents 1. Executive Summary ……………………………………………………………………………………………… pg. 3 2. Product/Service Description ……………………………………………………………………………….. pg. 5 3. Target Market …………………………………………………………………………………………………….. pg. 6 4. Situation Analysis/Competition ……………………………………………………………………………. pg. 8 5. Brand Positioning …………………………………………………………………………………………………. pg. 10 6. Price …………………………………………………………………………………………………………………….. pg. 12 7. Distribution Channels and Sales Force …………………………………………………………………. pg. 13 8. Advertising, Sales, Promotions and Public Relations …………………………………………... pg. 17 9. Market Research …………………………………………………………………………………………………. pg. 21 Executive Summary Three Floyds is a brewery based in Munster, Indiana that sales and creates a variety of craft beers that each differ in taste, color, and flavor. Because the brewery is limited to one location, they are only able to offer their products locally and in minor distribution throughout the Midwest. The company produces eight beers yearly and thirteen beers sporadically throughout the year. The beers that are produced with a limited production correlate with the month and are supposed to compliment the season with its flavor. The company also participates in special events such as the “Dark Lord” day in which the beer of its namesake...
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...worth considering as part of your inbound marketing strategy because there's a strong likelihood they either will become part of your target audience in the future, or because they already influence your target audience now. Also known as Millennials, this group refers to those born between 1977 and 1994, and it accounts for 25% of the US population. That may not seem like a lot (or maybe it does), but Generation Y is estimated to be the largest consumer group in US history. According to MarketingProfs Millennials' annual spending power of over $200 billion will eclipse Baby Boomers' by 2017. Many marketers think the recommendation of a friend or family member is the ultimate green light for consumers, but it turns out that Gen Y cares about recommendations from strangers more. More than 8 in 10 say user-generated content from people they don't know influences what they buy and indicates brand quality, while 51% say it is actually more important than the opinions of their friends and family, and far more trustworthy than website content. 65% of users aged 18-24 considered information shared on social networks when making a purchasing decision .On top of that, 2/3 of consumers use search engines to help them research and make purchase decisions Socialnomics reports that if you take a look at the world's largest brands, 25% of their search results return user-generated content from review sites, blogs, and social media updates. Millennials have integrated social media into their...
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...Chapter 3 Analyzing the Marketing Environment 1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? A) the macroenvironment B) the microenvironment C) the marketing environment D) the demographic environment E) the global environment Answer: B Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 2) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? A) the marketing environment B) the cultural environment C) strategic planning D) target markets E) the marketing mix Answer: A Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 3) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying? A) the macroenvironment B) the microenvironment C) the external environment D) the marketing mix E) the global environment Answer: A Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 4) Which of the following is NOT a type of factor in a company's macroenvironment? A) demographic B) economic C) technological D) competitive E) political Answer: D Diff: 1 Page Ref: 66 Skill:...
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