...Introduction: Current Scenario 100 Million Households worldwide own at least one connected TV. 50 % of the world’s population own smart phones, 19% own tablets and almost 80% multitask on these devices while watching TV. And this is just the nascent stage. By 2016, there will be 10 Billion mobile connected devices, almost exceeding the global population of 7.3 billion people. With such numbers in play, it is of supreme importance to reach out to this category of digitalized people. The time spent on digital media like smartphones, Tablets, Kindles, PlayStations, etc. has increased tremendously. According to our research, almost 56% of people are always connected through the different digital devices they use. With businesses looking for growth in stagnant economies their gaze turns to digital not just in their home markets, which are becoming more mature and saturated, but they see digital as the obvious route to international expansion and growth. Brand building and differentiation are the top reasons for digital marketing, followed by customer communication and assessment of customer satisfaction of a product, according to a survey of 250 firms with over $500-million in annual revenue by Gartner. Media consumption has evolved due to increased internet access, the narrowing of the age gap in usage across platforms, and the way geography influences media orientation. By understanding that these seismic shifts reflect an evolving balance of cross -platform media usage, marketers...
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...Contents Executive summary 2 Introduction 2 Use of PEST analysis 4 PEST analysis of Facebook 5 References 7 Executive summary This assignment is all about PEST analysis of an organization. At first I’m going to talk about the history of organization that is Facebook and then will talk about what is PEST analysis and also the uses and would also talk about the PEST analysis of Facebook. Introduction Facebook is one of the most successful social networking sites which was founded and developed by Mark Zuckerberg. The 19 year old Mark Zuckerberg had released this site in the year 2004 and later was known as “thefacebook.com”. After this website was released, Mark Zuckerberg was sued by Cameron and Tyler Winklevoss (twins) and Divya Narayan (three Stanford citizens) as he had an agreement with the three Stanford citizens to create a similar social networking site known as Harvardconnection.com but instead Mark used their ideas and thoughts to develop social networking site which is now known as Facebook. This claim soon became a full-fledged suit as the three Stanford citizen charged Mark Zuckerberg for scam and robbery. In March 2004, Facebook had expanded from Harvard to Stanford, Yale and Columbia. Sean Parker who is the co-founder of Napster heard about Facebook and started giving advices to Mark Zuckerberg and later became the president of Facebook. In June 2004, Facebook was available for all 30 campuses in United States and connecting around 150,000 people...
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...seen, so the company can provide more powerful ads. Ads can be tailored to the user’s location. More information can be gathered from mobile user. Advertising Model | Clicking on advertisements. More likely to take mobile ads into consideration. More likely to look up products on Facebook when they are at the purchasing location. | Messaging and Photo-Sharing Application called Poke (like Snapchat) | Advertising Model | Download the app and share photos. Can share photos which promote businesses. Photos disappear immediately, so users are likely to be more liberal in their use. The users will likely be younger than the Facebook population on the whole. | Mobile Facebook App Mobile rewrite of App – “Wilde” for iOS and Android | Switching from HTML5 to IOs and Android | Use Facebook as they would on the web—see sponsored stories rather than banner advertisements on the app. | Facebook Messenger App | Facebook is able to provide more specialized advertising based on those messages sent through the Messenger app because people are more likely to share sensitive information through messages than through wall posts. | Consumers see no advertisements on messenger, but with Facebook messenger, as well as the Facebook phone app, the company can track location and use it to provide directed advertisements. | Sponsored Stories linking back to brand’s mobile page | Facebook had to make sure marketers had vibrant pages to promoteMarketers had to think about actively managing their...
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...4.3 Functional Requirement The main inputs, outputs and major functions of the system are as follows. Inputs: Administrator enters his user id and password. Users enter their user id and password. Users advertise the details of the vehicle. User can also search for vehicle(s) of his choice. User can provide feedback. User calculate Minimum Selling Price(MSP). User search for service stations. Processing: Administrator verifies whether the advertisements is legitimate. Once the vehicle is sold, Administrator will delete the corresponding advertisement. Outputs: Administrator receives ads posted by the user. The administrator would view all the posted ads and would view the data as to whether there is any illicit...
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...The Rise and fall of Nokia Case Study PROJECT TEAM MWMBERS Abdullah Maashi Xiaomeng Guo Fang Zou Jian Zhao PROJECT SUMITTED TO Dr. Bartlomiej Hanus Abstract Nokia is an over 100 year-old communications and technology corporation. It was the word leading mobile handset manufacturer. It evolved gradually from being it pulp paper manufacturer in the 19th century to electronics manufacturer in 1980s to a mobile phones’ in produces 1990s. By the late 2000s the rivalry among the competitors became very strong and the Nokia position as a market leader in mobile devices was threatened by competition lower-cost smartphones producers. It was supposed to make the right decision because it has the longest experience in the field, but it did not. Nokia started to do very well in the 1990s and this is due to the smart CEO Vuorilehto who was appointed to take this position in December 1988. This leader mad the most important decision in the Nokia’s history when he decided to focus selectively and strategically on fewer acquisitions which are the Mobile phones, Nokia Bate, Cables & Machinery, Basic Industries, and Consumer Electronics. In this leader period the net income continue to increase until it reached 675.7 million in 1994 after it was (56.5) million in 1989. Then he stepped down and appointed Jorma Ollila to hold CEO position and the success continued year after year and in 1998 Nokia become the world’s leading mobile phone manufacturer with 23% and 163 million...
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...Carolina Columbia, SC 29208 Table of Contents Section 1……………………………….. Introduction Page 3 Section 2……………………………….. Analysis Pages 4-7 Section 3……………………………….. Results Pages 4-7 Section 4……………………………….. Conclusions Page 8 Section 5……………………………….. References Page 9 E-commerce is becoming increasingly more popular with each passing day as the technology around us continues to advance. Technology has advanced so rapidly just over the past ten years that basically every business has had to adopt some form of e-commerce just to stay in business. The use of different forms of technology by basically everyone on a day to day basis has greatly increased the importance and benefits of e-commerce as a whole. Companies can use technologies like our smart phones and the internet to reach customers with multiple forms of advertisement, customized to meet each individual customer’s preferences. “Internet technology has changed the supply chain by improving collaboration and efficiency, and adding value to products and firms” (Astuti, 2014). Internet technology has improved the supply chain because it has helped business know the amount of supplies it needs to produce to satisfy the amount of customers they have. This is different than in the past when a business would just produce an estimated amount of products and just hope they all sell. Now with the advancements in technology and e-commerce a business can know the exact amount of...
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...place. Social media can benefit our app business in many ways — it not only increases brand awareness, but also captures the personal side of our brand that will draw in the right audience for our app. Additionally, social media is a powerful communication tool for both the app developer and the app user. Being able to clearly communicate with users is vital for keeping reviews within the app stores positive. If a customer can only complain via our app review process, we are setting ourselves up for failure. However, keeping in mind that no matter how perfect your app is, someone will always find fault. We can actually post all of the detailed information about the application on social media. This will make more people aware about the application. We can tell our friends to share the post to their friends like this a chain process of flow of information can be passed out to many people possible. (2) Publicity Events We can actually make different promotional plans for the more popularity of the application. Also we can visit to various schools and colleges and others various places to promote the application. We can actually go there and explain them about the proper functioning of the application. A full detail about how it actually functions. This might get a extra attention to the people relating to that particular institution. (3) Advertisement Through Media We can also be...
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...ASSIGNMENT GUIDELINES Critical evaluation of an advertisement (individual assignment) In order to demonstrate the marketing skills acquired during this module, you are asked to conduct a critical analysis of an advertisement. You have to choose only one advertisement out of the following two: 1. “Starbucksadvertisement”,availableontheInternetthroughthefollowing link: https://www.youtube.com/watch?v=lKy7mrAL0Dk 2. “Samsung Teases iPhone 5 With Their New Commercial”, available on the Internet through the following link: https://www.youtube.com/watch?v=FRkmtbWURwo You have to write a detailed analysis demonstrating an adequate comprehension of the following marketing concepts: segmentation, targeting and positioning. As we saw during the lectures and the tutorials, advertising is one of the tools through which organisations seek to reach their marketing goals by communicating to specific audiences. Your task is to identify and reflect upon (a) the market segments that have been chosen by the advertisers to craft their message and (b) the communication strategies that create a distinctive positioning for the organisation/product/service featured in the ad in relation to the market segment targeted. Of course, you do not have access to: the meeting reports and documents describing the relationship between the organisation and the advertising agency that produced the ad; the marketing plan which identifies the marketing goals, the segments targeted, the competitors and the...
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...Coyle Final K Matthew Coyle 9/22/2013 English C100--Mr. Davis Ad Analysis The Windows Phone: Smoked by the Competition In today’s fast-paced world, advertisements aim to convey a strong message in a single glance. Minimal wording and clever use of tools such as rhetorical, narrative, and genre focused aims help convey meaning in advertisements and successfully get a message across. The aim of this Windows Phone advertisement is to catch the eye of “gamers”. This is appealing to internet users that are attracted to some sort of action genre to convey that their device might be “superior” to a competitor. This advertisement uses a simple, minimal message to target its audience but leaves many questions and effectively ignores other audiences. When Microsoft designed this ad, the designer picked a color scheme to flow like the sky with a dash of smoke. The phone itself features App blocks or windows to match the background color to imply that the phone might be customizable (which is a common feature on any competitor’s phone.) Maybe the implication they are trying to convey is that the device would “smoke the competition in the sky”? I’m personally not too fond of the message. This Window’s phone ad has a very direct message but does not show the reader any feature of the device where it has “smoked the competition”. This message would be used primarily to target gamers, young adults, and cheesy action movie lovers where someone “smokes” the competition. The problem...
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...among companies and one of the newest trends is to use location-based advertising which could more precisely to target the potential customers. Location-based advertising is a newly emerging form of advertising which integrates mobile advertising with location-based services. Using this technology, customers locations could be pinpointed and location-specific advertisements could be sent to their mobile devises. According to Emarker (2014), the number of smartphone users in the world have surpassed 1 billion in 2012 and totaled 1.75 billion in 2014. It is also expected that the adoption of smartphone will continue on a fast-paced trajectory through 2014. As more and more people in the globe are using smartphone in this time and age, companies are grabbing chance to penetrate into the location-based advertising so to increase the chance to hit the right potential customers. Source: http://www.emarketer.com/Article/Smartphone-Users-Worldwide-Will-Total-175-Billion-2014/1010536 How location-based advertising works? Location-based advertising is divided into 2 types, which is the opt-in and opt-out approach. For the Opt-out advertising, it refers to a not requested service which allows companies to target customers until they no longer want to advertisement to be sent to them. (Aaron,Strout, 2011) This is a very common approach of advertising nowadays and it is not uncommon to be seen in our daily lives. Many of the apps that we download into our smartphones actually have...
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...Pinkberry drives in-store product launch trial via mobile advertising Frozen yogurt chain Pinkberry launched a location-based ad campaign that served up mobile coupons to lure nearby consumers into stores in April. The ads ran within the Pandora iPhone app with creative that showed consumers how many miles away they were from a Pinkberry location. When clicked on, a landing page presented an offer for $1 off of a greek yogurt product. The landing page also included directions and a click-to-call option. The coupon was redeemable by showing a screen grab of the ad at the point-of-sale. As marketers increasingly look to make mobile ads more contextual and relevant to consumers, location and targeted data has been one of the biggest growth areas in the industry this year. In Pinkberry’s case, consumers are more inclined to interact with the banner ad since it ties together an offer with a specific location. • When consumers tap on the mobile ad, a landing page is brought up with four tabs that run across the top of the page – home, map, details and call. • The homepage of the ad shows the offer, which runs through April 30. Consumers can save the coupon by taking a screenshot of the ad to show at the point-of-sale. • Under the maps tab, consumers can view the address and directions to the nearest Pinkberry store. • Additional information about the product is under the details tab, and consumers can choose to call the local store via the ad. • Tying a coupon to...
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...article, they use an example to explain how frequently a general Chinese worker uses a smartphone as a necessity in a workday. A research of Chinese smartphone market investigation (2011) illustrates that 1/3 of individuals used their smartphone for multiple activities on a daily basis. Moreover, it was found that the number has increased since the latest report. Consequently, many marketers have used this knowledge to achieve more effective communication between businesses and potential customers as a goal. Since previous research was insufficient, this article focuses on finding out more information. The goal is to figure out how consumers feel about advertisements and the technology that brings them to the public. The way of devices perform affects what kind of media and marketing will see on it. Also, the context of the technological platform changes what kind of advertisement are appropriate. Furthermore, research demonstrates that Chinese customers have not had a positive attitude towards mobile advertisements. But, those customers have recorded some positive aspects of mobile marketing and found some facts that affect the perception of the public, Such as, how they use their phone and how they feel about their phone. A Chinese survey shows that their unique interpretation of the function of the smartphone is based on communication, social interaction, information, and entertainment. Some participants easily accept some types of advertisements, such as apps, mobile gaming...
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...revolutionize, shape, and change our society’s basic functions, including the interaction between society members, the promotion and advertisement of products, and the altering of individual privacy. Technology is always changing, so the cause and effect it has on our society is vast and diverse. Communication plays a vital role in society, and social media continually constitutes to change in the way we communicate. Facebook, Twitter, Instagram, Snapchat, etc., are all examples of social media that affects each of us, or whether we have an account or not. Society’s ways of communicating is growing rapidly, and Facebook has become one of the greatest examples to support this. Shilpa Shanbhag stated, “Facebook became the most popular social network in India in the week ending July 10, 2010 with a 24.69% share of all visits to social media sites. It has grown to a 32% share in October 2010, and the share has since increased to 34.66% in the week ending November 20, 2010.” The growth rate does not represent the communication change, rather than the growth of social media itself. Society’s communication, just over the past 10 years, has changed drastically. Before Facebook, it was more common to call a home phone or knock on someone’s door. Currently, society members rely on communicating through a computer or smart phone. Almost everyone has access to an app or website that enables them to communicate. Accessibility is not a...
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...sold no more than 35,000 phones since its release. This is a bad thing for Amazon, but a great thing for Apple, one less competitor that we have to focus on. This has been a great year for Apple, for many reasons. With the release of new products such as the iPhone 6 & 6plus, the soon to come Apple watch, the iPad air 3 and iPad mini 3 just to name a few. The success of the iPhone 6 & 6 plus has been in record number. With the release and the extreme success of our newest iPhone, it got the attention of our BIGGEST competitor Samsung. Samsung immediately took to advertising to make bold commercials about our new phone. With all the acquisitions of our new iphones bending, Samsung took this flaw if you would call it and tried to use it to its advantage in comparing it to there Note 4. Even so, Samsung clearly was threatened by the new iPhone and the positive response. They openly stated that the positive response to iPhone 6 plus prompted for early release on the Note 4. Those antics didn’t deter Apple users to continue t support Apples newest products and continue to purchase. Samsung only sold 4.5 million units in the first month, although this is a significant amount of sales, it no where near compares to the sales of the iPhone 6 & 6 plus, with 10 million being sold in the first 3 days. Another great thing that Apple and non-Apple users have noticed lately is the success of Tim Cooks...
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...Retail Clinic CVC Pharmacy now has a Minute Clinic at many of its locations where patients can be seen for minor illnesses, minor injuries, screenings/ monitoring, skin conditions, vaccinations/injections, and wellness and physicals. CVS targets patients of all ages and races, who are looking to be seen quickly and want the connivance of being seen in their neighborhood pharmacy on a walk-in basis. The CVS Minute Clinic also has office hours 7 days a week, and are open during the evening hours. This is appeling to those who cannot miss work or school. They use television commercials, advertisements in magazines and newspapers, social media to include Facebook, Twitter, and YouTube. They also offer an app for those will smartphones. When using the www.google.com search engine to look up retail clinic, CVC Minute Clinic is the first website on the list. The CVS Minute Clinic has been successful, since they started out in 2000 as QuickMedx in the Minneapolis-St. Paul area, they have grown to over 800 clinics nationwide, and will open 150 new clinics over the next year. Walk-In Clinic Impact Urgent Care is serving the city of San Antonio from two locations, one in the far north central and then one in far northeast. They are open daily from 8 am to 8 pm, offering walk-in treatment for non-life threating injuries and illnesses. They also have a concussion clinic, where they will screen athletes can obtain a baseline screening. The clinic also offers occupational medical...
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