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The effectiveness of marketing communication and importance of its evaluation in an online environment.
![research paper about marketing communication research paper about marketing communication](https://www.mdpi.com/bundles/mdpisciprofileslink/img/unknown-user.png)
1. Introduction
2. the current state of the slovak hotel industry, 3. literature review, 3.1. marketing effectiveness and importance of its evaluation.
- If something cannot be changed, it cannot be understood;
- If something cannot be understood, it cannot be checked;
- If something cannot be checked, it cannot be improved;
- If results cannot be measured, success cannot be distinguished from failure;
- If success cannot be seen, it cannot be evaluated;
- If success cannot be evaluated, failure is likely to be evaluated;
- If failures are not recognized, old errors will be repeated and resources wasted [ 48 ].
3.2. Effectiveness and Evaluation of Marketing Communication in the Online Environment
4. materials and methods.
- Research question 1: Do hotels assess the effectiveness of all forms of online marketing communication that they apply?
- Research question 2: Do hotels perceive the benefits of evaluating the effectiveness of online marketing communication?
- Research question 3: What metrics do hotels use to evaluate the effectiveness of online marketing activities?
- Research question 4: Is the level of metrics used to assess the effectiveness of online hotel marketing activities sufficient?
- Research question 5: Are hotels interested in implementing a new methodology to assess the effectiveness of online marketing activities?
6. Discussion
6.1. benefits of evaluating the effectiveness of online marketing communication.
- It contributes to a more exhaustive redesign of the marketing communication strategy and leads to increased trust among marketing staff;
- It leads to the integration of communication between a hotel and its customers (since elaborated effectiveness assessment procedures lead to easier communication and create a clearer picture of a business strategy), more effective communication with customers, and better targeting of online communication tools;
- It increases alignment with not only marketing goals but also business goals, marketing strategy, and employee loyalty;
- It increases the share of successfully implemented changes—revised feedback will not only increase the likelihood of success, but will also speed up the process of making the necessary changes;
- It leads to better problem prediction and optimization of online communication portfolios;
- It makes it easier for marketing staff to continuously perceive the impact of introduced changes on individual marketing processes, increasing the effectiveness of processes and working time.
6.2. Identifying the Most Appropriate Metric for the Effectiveness Evaluation
6.3. methodology of implementing roi for the effectiveness evaluation, 7. conclusions, author contributions, conflicts of interest.
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Click here to enlarge figure
Hypothesis | p-Value | Significance Level | Reliability Interval | Acceptance/Rejection of the Hypothesis |
---|---|---|---|---|
H1a | 0.3456 | 0.01 | 99% | Rejection |
0.05 | 95% | Rejection | ||
0.10 | 90% | Rejection | ||
H1b | 0.1172 | 0.01 | 99% | Rejection |
0.05 | 95% | Rejection | ||
0.10 | 90% | Rejection | ||
H1c | 0.1766 | 0.01 | 99% | Rejection |
0.05 | 95% | Rejection | ||
0.10 | 90% | Rejection | ||
H1d | 0.0793 | 0.01 | 99% | Rejection |
0.05 | 95% | Rejection | ||
0.10 | 90% | Acceptance |
Value | df | Asymptotic Significance | |
---|---|---|---|
Pearson Chi-Square | 177.391a | 12 | 0.000 |
Likelihood Ratio | 201.996 | 12 | 0.000 |
N of Valid Cases | 313 |
Value | Approximate Significance | ||
---|---|---|---|
Nominal by Nominal | Phi | 0.753 | 0.000 |
Cramer’s V | 0.435 | 0.000 | |
N of Valid Cases | 313 |
Value | Df | Asymptotic Significance | |
---|---|---|---|
Pearson Chi-Square | 44.014a | 12 | 0.000 |
Likelihood Ratio | 42.837 | 12 | 0.000 |
N of Valid Cases | 217 |
Value | Approximate Significance | ||
---|---|---|---|
Nominal by Nominal | Phi | 0.450 | 0.000 |
Cramer’s V | 0.260 | 0.000 | |
N of Valid Cases | 217 |
Share and Cite
Krizanova, A.; Lăzăroiu, G.; Gajanova, L.; Kliestikova, J.; Nadanyiova, M.; Moravcikova, D. The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment. Sustainability 2019 , 11 , 7016. https://doi.org/10.3390/su11247016
Krizanova A, Lăzăroiu G, Gajanova L, Kliestikova J, Nadanyiova M, Moravcikova D. The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment. Sustainability . 2019; 11(24):7016. https://doi.org/10.3390/su11247016
Krizanova, Anna, George Lăzăroiu, Lubica Gajanova, Jana Kliestikova, Margareta Nadanyiova, and Dominika Moravcikova. 2019. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment" Sustainability 11, no. 24: 7016. https://doi.org/10.3390/su11247016
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Conclusion and Way Forward for Marketing Communications in Emerging Economies
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- Meenakshi Gujral 14
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Anning-Dorson, T., Hinson, R.E., Boateng, H., Anani-Bossman, A., Kirgiz, A.C., Gujral, M. (2021). Conclusion and Way Forward for Marketing Communications in Emerging Economies. In: Anning-Dorson, T., Hinson, R.E., Boateng, H., Anani-Bossman, A., Kirgiz, A.C., Gujral, M. (eds) Marketing Communications in Emerging Economies, Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-81329-1_11
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How will Generative AI impact Communication?
This paper examines the impact of Generative AI (GAI) on communication through the lens of salience and signalling models. It explores how GAI affects both senders' ability to create salient messages and receivers' costs of absorbing them. The analysis reveals that while GAI can increase communication by reducing costs, it may also disrupt traditional signalling mechanisms. In a salience model, GAI generally improves outcomes but can potentially reduce receiver welfare. In a pure signalling model, GAI may hinder effective communication by making it harder to distinguish high-quality messages. This suggests that GAI's introduction necessitates new instruments and mechanisms to facilitate effective communication and quality assessment in this evolving landscape.
Joshua Gans has drawn on the findings of his research for both compensated speaking engagements and consulting engagements. He has written the books Prediction Machines, Power & Prediction, and Innovation + Equality on the economics of AI for which he receives royalties. He is also chief economist of the Creative Destruction Lab, a University of Toronto-based program that helps seed stage companies, from which he receives compensation. He conducts consulting on anti-trust and intellectual property matters. He also has equity and advisory relationships with a number of startup firms. The views expressed herein are those of the author and do not necessarily reflect the views of the National Bureau of Economic Research.
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The effect of using social media in the modern marketing communication on the shaping an external employer’s image, enhanicng the performance of jordanian private hospitals through marketing communication strategy, the effectiveness of integrated marketing communication for high involvement product purchase decision: in case of university of gondar employees, 9 references, a communication-based marketing model for managing relationships, mastering the mix: do advertising, promotion, and sales force activities lead to differentiation, marketing orientation and company performance industrial vs. consumer goods companies, measuring organizational performance in the absence of objective measures: the case of the privately-held firm and conglomerate business unit, the impact of consumer characteristics and campaign related factors on brand confusion in print advertising, design and validation of an instrument for measuring advertising effectiveness in the printed media, structural equation modeling in practice: a review and recommended two-step approach, introducing lisrel: a guide for the uninitiated, communicating competence in the medical diagnostic industry. a customer view, related papers.
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Marketing vs. Communication: A Comparison of Careers and Degrees
Author: University of North Dakota July 15, 2024
Marketing and communication have been essential elements of human interaction since the beginning of civilization.
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They were the earliest means to connect and exchange goods and ideas. Communication started with simple gestures, facial expressions and vocalizations, but over time, it evolved into complex languages and dialects.
Likewise, marketing emerged as societies began to trade and exchange goods and services, laying the foundation for commerce. However, both marketing and communication have undergone significant transformations, influenced by technological advancements and societal changes.
In light of these advancements, marketing and communication have also evolved into academic disciplines, each with its own focus and methodologies. Let's explore marketing vs. communication degrees, comparing their offerings and career prospects to determine the most suitable path for your aspirations.
Understanding the Basics
Before we begin comparing marketing and communication degrees, it's essential to establish a solid understanding of each program option. Understanding the fundamentals of each discipline will provide valuable context for evaluating their differences and determining which one best aligns with individual interests and career goals.
What is a Marketing Degree?
A marketing degree teaches strategies and methods for promoting products, services and brands to specific target audiences. Students in marketing programs learn about various areas of marketing, such as analyzing consumer behavior, conducting market research, using advertising techniques, managing brands, implementing digital marketing strategies and employing sales tactics.
A marketing degree provides individuals with the knowledge and skills necessary for successful careers in marketing, advertising, public relations, market research and related fields.
What is a Communication Degree?
A communication degree covers a broad range of studies focused on understanding and mastering human communication processes across different contexts and mediums. Students pursuing a communication degree explore topics such as interpersonal communication dynamics, mass communication theories, digital media trends, public speaking techniques, journalistic practices and organizational communication strategies.
A communication degree equips graduates with essential skills in effective written and verbal communication, critical thinking, media literacy and digital media production. It prepares them for career paths in media, public relations, corporate communication, journalism, advertising and more.
Academic Paths and Specializations
When examining these two fields, it's also essential to understand the diverse specializations and academic paths available to each one. Both options offer various opportunities for students to tailor their education to their interests and career goals.
Pursuing a Degree in Marketing
Students interested in pursuing a degree in marketing can specialize in various subfields based on their interests and career aspirations. These specializations may include:
- Digital marketing
- Brand management
- Market research
- Advertising
- Sales management
- International marketing
![research paper about marketing communication A brand management class discussing strategies for launching new products in the digital age](https://und.edu/blog/_files/images/170925-brand-management-class-image.webp)
Pursuing a Degree in Communication
Regarding communication degrees, students may also choose from various specialized tracks. These specializations may include:
- Public relations
- Digital media
- Corporate communication
- Interpersonal communication
Skills Development and Learning Outcomes
Marketing and communication students often share several valuable foundational skills in both fields. For example, they develop strong verbal and written communication skills, which are essential for conveying messages clearly and persuasively and emphasize interpersonal skills necessary for building relationships and collaborating.
Moreover, both fields emphasize proficiency with online platforms and digital marketing tools to gather data, research and understand audience behaviors and preferences. However, in addition to such skills, the two fields also require specialized knowledge and skills tailored to each domain's unique challenges and responsibilities.
Marketing Skill Sets
To have a successful career in marketing, professionals need to master the following skills and traits:
- Ability to generate innovative ideas and develop unique campaigns
- Capacity to plan and execute long-term marketing strategies aligned with business objectives
- Skills in devising sales strategies based on competitor and customer analysis
- Ability to analyze market trends and consumer motivations for purchasing
- Skills in developing and maintaining brand identity and customer loyalty
- Proficiency in implementing effective advertising and sales methods
Communication Skill Sets
On the other hand, some skills unique to communication professionals include:
- Ability to manage relationships with media outlets, craft press releases and coordinate publicity efforts
- Skill in handling and managing communication during crises or emergencies to protect organizational reputation
- Ability to confidently and effectively deliver speeches, presentations and pitches to various audiences
- Understanding of journalistic practices, including news writing, storytelling and reporting for different media platforms
- Strong interpersonal skills for building relationships, resolving conflicts and networking effectively
Career Pathways in Marketing and Communication
Both communication and marketing majors boast exceptional career prospects across a spectrum of industries. While certain roles overlap, each field typically follows its distinct career trajectory.
Exploring Marketing Careers
Marketing graduates have access to diverse career opportunities across industries and sectors. They may pursue roles such as:
- Marketing manager
- Brand manager
- Advertising executive
- Market researcher
- Digital marketing specialist
- Sales manager
![research paper about marketing communication View through a professional camera recording a reporter in action](https://und.edu/blog/_files/images/200318-digital-news-image.webp)
Exploring Communication Careers
Communication graduates can explore a wide array of career paths in media, public relations, corporate communication and beyond. They may pursue roles such as:
- Public relations specialist
- Corporate communicator
- Social media manager
- Content creator
- Event planner
Career Prospects: Salaries and Job Outlook
While marketing generally presents higher earning potential, both areas are crucial in meeting the demands of modern businesses and are expected to maintain their relevance in the foreseeable future.
Marketing Career Prospects
Marketing encompasses various roles, each with its own salary range and growth trajectory. According to the Bureau of Labor Statistics (BLS), advertising, promotions and marketing managers earn a median annual wage of $138,730, reflecting the field's lucrative opportunities.
With a projected 6% growth rate, marketing professionals remain in demand as organizations invest in reaching and engaging target audiences.
Communication Career Prospects
Similarly, communication professionals contribute to organizational success through effective messaging and relationship-building and, therefore, remain promising. The BLS reports a median annual wage of $67,440 for public relations specialists , highlighting the rewarding nature of communication careers.
With a projected 6% employment growth, businesses recognize the importance of strategic communication in shaping public perception and maintaining brand reputation.
Synergies Between Marketing and Communication
Think of marketing as a company's voice. It's all about getting the word out about products or services through carefully planned messages that tell people why they should buy something or use a service.
On the other hand, imagine communication as the bridge between a company and the people it wants to reach. This field focuses on building strong relationships and connections with customers, employees and the community. It's about listening to what people have to say and making sure they feel heard and valued.
When the two work together, magic happens. Marketing creates the messages that grab attention, while communication ensures that those messages resonate with people on a personal level. This collaboration helps shape how people see a company or brand, making them more likely to trust it and want to be a part of it.
Marketing vs. Communication: Which Degree is Right for You?
When deciding on which degree path to follow, it's crucial to understand the distinct yet complementary roles that marketing and communication play in the professional world. But, more importantly, you should consider how these roles align with your interests and career goals.
If you're passionate about understanding consumer behavior, creating compelling messages and implementing innovative marketing strategies, then a marketing degree might be the right choice for you. On the other hand, if you enjoy crafting narratives, storytelling and engaging with people through various channels, a communication degree may be a better fit.
Ultimately, it all depends on your interests, strengths and career aspirations. Remember that if your passions lie at the intersection of both disciplines, you can also pursue interdisciplinary roles that leverage the strengths of both fields.
To summarize, the key difference between marketing and communication lies in their respective focuses. However, both fields can offer exciting opportunities for personal and professional growth.
At UND, we take pride in our commitment to excellence, as evidenced by our recent recognition with six prestigious Best of District VI Awards from CASE . This accolade highlights our dedication to delivering top-quality education across all facets of marketing and communication, from photography to writing.
We offer a Marketing degree that will teach you the art of strategic storytelling or a Communication degree that will help you master the art of connection. Additionally, our Communication department offers a range of specialized options to further tailor your education. So, join us and transform your passion into a rewarding career with the help of our expert guidance and resources.
Can you go into marketing with a communication degree? ( Open this section)
Yes, individuals with a communication degree can pursue marketing careers by leveraging their skills in strategic messaging, relationship-building and understanding audience behavior.
Why should I major in marketing? ( Open this section)
Majoring in marketing offers the opportunity to develop strategic planning, market analysis, branding and promotion skills, preparing you for diverse career paths in a dynamic and evolving field.
Why should I major in communication? ( Open this section)
A major in communication provides essential skills in effective messaging, interpersonal communication, media literacy and public relations, preparing you for careers in diverse industries where clear communication is crucial to success.
By clicking any link on this page you are giving your consent for us to set cookies, Privacy Information .
July 17, 2024
VCU Quest Fund provides grants to 21 faculty-led projects that target society’s biggest challenges
Transdisciplinary research teams are pursuing advances in health, engineering, the environment, homeland security and more.
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By Emily Komornik Office of the Vice President for Research and Innovation
Faculty-led research projects ranging from developing therapies for cancer and opioid withdrawal symptoms to creating artificial wetlands for sewage treatment in urban settings are among the 21 projects that have been awarded funding from the 2024 Virginia Commonwealth University Quest Fund.
The fund, administered by VCU’s Office of the Vice President for Research and Innovation , addresses major societal challenges through the support of transdisciplinary pilot and existing projects led by university researchers.
The Quest Fund was developed to afford VCU faculty an internal funding opportunity to support new, emerging or continuing research. Since 2014, when it was originally named the Presidential Research Quest Fund, it has supported more than 100 projects, with past recipients continuing their projects and applying for additional funding beyond VCU so their work can expand, with the eventual goal of translation to practice or market. With Quest Fund investments reaching over $3 million, its supported projects have garnered millions more in state, federal, private and industry funding.
“The VCU Quest Fund mechanism has transformed to one of the OVPRI’s largest internal funding opportunities, with 10 years of investments and projects funded,” said P. Srirama Rao, Ph.D., vice president for research and innovation. “The impact of these projects has the potential to truly save millions of lives and benefit our society for future generations.”
The 2024 grant recipients/principal investigators from the VCU Quest Fund and their research projects are:
- Courtney Holmes, Ph.D., associate professor of rehabilitation counseling in the College of Health Professions, and Tiffany Kimbrough, M.D., co-PI and associate professor of pediatrics in the School of Medicine, for the project “Project Thrive: A Needs Assessment of Families in the Complex Care Clinic.”
- William Song, Ph.D., professor of radiation oncology in the School of Medicine, for the project, “Enhancing Precision and Safety in Brachytherapy for Cancer Treatment: In-Vivo Dosimetry Using Novel Scintillation Detectors.”
- Sarah Braun, Ph.D., assistant professor of neurology in the School of Medicine, for the project, “C-SMART for Patients with Primary Brain Tumors: A Feasibility and Acceptability Pilot of a Novel Neuropsychological Intervention.”
- Todd Kitten, Ph.D., professor of oral and craniofacial molecular biology in the School of Dentistry, for the project, “Characterization of a Novel Circular RNA Element in Streptococcus Sanguinis.”
- Robin Everhart, Ph.D., associate professor of psychology in the College of Humanities and Sciences, for the project, “Using EMA to Identify Targets of a Tobacco Prevention Program for Black Youth with Asthma.”
- Christine Cynn, Ph.D, associate professor of women’s studies in the College of Humanities and Sciences, and Michael Dickinson, Ph.D., co-PI and associate professor of history in the College of Humanities and Sciences; for the project, “Afterlives of Medical Racism: East Marshall Street Well Oral History and Memorialization Project.”
- Brooke Dexheimer, Ph.D., assistant professor of occupational therapy in the College of Health Professions, and Dean Krusienski, Ph.D., co-PI and professor of biomedical engineering in the College of Engineering, for the project, “Altering Sensory Perception in Virtual Reality to Elicit Naturalistic Movements.”
- Tracye Proffitt, Ph.D., assistant professor of adult health and nursing systems in the School of Nursing, for the project, “Tracking the Trajectory of Physical Recovery: A Study Examining Physical Impairment in Survivors of Critical Illness.”
- Paul Kline, Ph.D., assistant professor of physical therapy in the College of Health Professions, for the project, “The Role of Visual Attention and Environmental Complexity in Real-World Mobility for People with Lower Limb Amputation.”
- Christopher Whyte, Ph.D., assistant professor of homeland security in the L. Douglas Wilder School of Government and Public Affairs; David Webber, Ph.D., co-PI and associate professor of homeland security in the Wilder School; and Ugochukwu Etudo, Ph.D., co-PI and assistant professor of information systems in the School of Business, for the project, “Finding Fair Weather Foes: Using Ontology-Based Deep Learning Models to Map the Interaction of White Supremacists and Malign Foreign Information Operations.”
- Maysaa Al-Mumin, assistant professor at VCUarts Qatar, for the project, “Shubak: A Short Animated Film.”
- John Freyer, associate professor of photography and film in the School of the Arts, for the project, “Recovery in Practice.”
- Helena Fetter Filippini, Ph.D., assistant professor of endodontics in the School of Dentistry, and Sidney Negus, Ph.D., co-PI and professor of pharmacology and toxicology in the School of Medicine, for the project, “Development and Validation of a Model of Dental Pain-Induced Behavioral Depression in Mice.”
- Hamid Akbarali, Ph.D., professor of pharmacology and toxicology in the School of Medicine, and Paul Whiteaker, Ph.D., co-PI and professor of pharmacology and toxicology in the School of Medicine, for the project, “Role of Lynx1 Prototoxin in Opioid Withdrawal.”
- Joshua Rodenberg, head of Innovative Media Studios at VCUarts Qatar, for the project, “Arctic Resonance: Exploring Oceanic Oscillations through Sonic Artistry.”
- Shruti Syal, Ph.D., assistant professor in the L. Douglas Wilder School of Government and Public Affairs, for the project, “ACWUS: Artificially Constructed Wetlands for Urban Sewage Treatment.”
- Martin Safo, Ph.D., professor of medicinal chemistry in the School of Pharmacy, for the project, “Novel Nitric Oxide Releasing Antisickling Aromatic Aldehydes for Sickle Cell Disease Therapy.”
- Tawnya Pettiford-Wates, Ph.D., professor of theatre in the School of the Arts, for the project, “Developing a Certification Framework for Performers and Practitioners in Ritual Poetic Drama (RPD): A Community Engaged Approach.”
- Christine Spence, Ph.D., assistant professor of early childhood special education in the School of Education, for the project, “Investigating the Unique Balance Between Fidelity and Flexibility in Early Intervention Service Delivery.”
- Hongsheng Zhou, Ph.D., associate professor of computer science in the College of Engineering, for the project, “Scalable Private Set Union with Best Possible Security.”
- Thomas Cropp, Ph.D., professor of chemistry in the College of Humanities and Sciences, for the project, “Genetic Encoding of AGE Modifications.”
To learn more about the VCU Quest Fund as well as additional internal funding opportunities under the One VCU Research Strategic Priorities Plan, visit the plan website .
To find external funding supporting knowledge creation in and across all disciplines, visit the OVPRI funding page .
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Conceptual papers in the field of marketing can link the work across discipline, bridge existing theories, provide multiple-level ... research and would help to establish a stronger theoretical foundation to examine the emerging area of integration of marketing communication mix. The research is in the hope that the thoughts discussed, related ...
With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a "bottom-up" communications matching model and a "top-down ...
1 INTRODUCTION. The exponential growth of social media during the last decade has drastically changed the dynamics of firm-customer interactions and transformed the marketing environment in many profound ways.1 For example, marketing communications are shifting from one to many to one to one, as customers are changing from being passive observers to being proactive collaborators, enabled by ...
The Journal of Marketing Communications is a double-anonymized peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together ...
New research on marketing communication from Harvard Business School faculty on using social media, the latest in online marketing techniques, and successful customer loyalty programs. ... This paper argues with examples and predictions that while marketing science theory, engineering, and machine learning capabilities are changing the way we ...
We extend related prior conceptual and review papers by providing a more comprehensive review of prior research (published in all leading marketing journals in the last 20 years) and by prioritizing the following relevant research questions within each dyad: 4 What is the primary goal of digital communication (e.g., to inform customers [business or consumers] or persuade them)?
We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches ...
Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools ...
Integrated marketing communications. There is now acceptance by most academics and practitioners that IMC is the most effective process to adopt in the present complex multi-channel digital environment (Child, Citation 2012; Keller, Citation 2016) and there is growing evidence that IMC results in a strong positive impact on brand and financial performance (Luxton, Reid, & Mavondo, Citation ...
Journal of Marketing Research (JMR) is a bimonthly, peer-reviewed journal that strives to publish the best manuscripts available that address research in marketing and marketing research practice.JMR is a scholarly and professional journal. It does not attempt to serve the generalist in marketing management, but it does strive to appeal to the professional in marketing research.
The present paper is an attempt to provide a descriptive overview of marketing communication strategy. Content may be subject to copyright. 1* Dr. Sanjay Shrivastava and 2Prof. Abhijeet Dawle ...
l the fact to create an effective marketing communication strategy. Effective marketing communication is. the key strategy to achieve the objectives of a marketing campaign. Marketing communication engages the consumers and distributors to purs. e services or products and create a unique position in their min.
Therefore, an integrated. marketing communications (IMC) strategy consisting of a combination of promotional tools. could be an essential element of the businesses' overall marketing strategy ...
Distribution of Papers across Journals and Years. All identified articles were published between 2008 and 2018. Figure 1 shows that research on social media started to flourish in the top advertising and marketing journals in 2011, with 18 articles published that year. The highest number of articles was published in 2017 (25), followed by 2014 (23).
This section synthesizes the existing literature focusing on digital and social media marketing and discusses each theme listed in Table 1 from a review of the extant literature. Studies included in this section were identified using the Scopus database by using the following combination of keywords "Social media", "digital marketing" and "social media marketing".
A Conceptual Framework and Research Propositions Sreedhar Madhavaram, Vishag Badrinarayanan, and Robert E. McDonald ABSTRACT: This paper presents integrated marketing communication (IMC) and brand identity as critical components ... for the firm's marketing communications. This paper pro-poses that an effective brand identity strategy informs ...
This study systematically reviews papers on marketing communication strategies in retail settings extracted from the Web of Science, adopting a combination of bibliometric analyses on 30 years of data: bibliographic coupling, co-citation and cartographic analysis from the visualization and mapping using VOSviewer software.
Effective marketing communication is the link between organizations and customers. It enables organizations to adopt a more customer-centric focus and culture. ... Arguments established in the introduction have been justified in this final collection of research papers. In summary, the contextual dynamism of marketing communications has been ...
The ability to communicate efficiently is an important premise within architecture field, especially since "the modern marketing thinking shifted its focus from the transaction orientation to ...
This paper examines the impact of Generative AI (GAI) on communication through the lens of salience and signalling models. It explores how GAI affects both senders' ability to create salient messages and receivers' costs of absorbing them. The analysis reveals that while GAI can increase ...
Much of the research into marketing communications has focused on the consumer market with little regard to date for the business-tobusiness market. This paper focuses on a development and testing of a model of marketing communication effectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literature, the ...
Digital marketing; Brand management; Market research; Advertising; Sales management; International marketing; Pursuing a Degree in Communication. ... Marketing and communication students often share several valuable foundational skills in both fields. For example, they develop strong verbal and written communication skills, which are essential ...
Communication Research (CR), peer-reviewed and published bi-monthly, has provided researchers and practitioners with the most up-to-date, comprehensive and important research on communication and its related fields.It publishes articles that explore the processes, antecedents, and consequences of communication in a broad range of societal systems.
Consolidating Communication. Research. Submission Link. www.icahdq.org. Call For. Papers. 19th July 2023. 10th August. 2023. 22nd August. 2023. Denver, Colorado, USA | 12-16 June 2025. Addressing ICA's 75th anniversary, the 2025 conference theme is an invitation to critically. reflect on communication studies as a discipline and ICA as an ...
ABSTRACT. The effect of digital marketing communication on product categories like books, music, fashion accessories, clothing, banking and online gaming etc. has been well researched by the researchers; but automobile industry despite being one of the largest digital spenders has faced dearth of academic studies especially in India.
Abstract. Effective Communication is supplem entary to marketing. It. makes marketing cam paign memorable and develops an. emotional link between the m arketer and target audience. When a piece of ...
Williams College is pleased to announce an opening for an Admission Counselor. This is a full-time, year-round, benefits-eligible appointment, reporting to a senior member of the admission team, with an expected two-year commitment. The Admission Counselor is part of a 28-member admission and student financial services team and participates in all aspects of the admission process, including ...
The Faculty of Health Sciences Quarterly Research Recap celebrates the remarkable funding success of our esteemed researchers and their dedicated teams between January and March 2024. Posted on July 15, 2024 ... McMaster wins national and international awards for communications and marketing excellence . Awards & Recognition, Faculty & Staff ...
By Emily Komornik Office of the Vice President for Research and Innovation Faculty-led research projects ranging from developing therapies for cancer and opioid withdrawal symptoms to creating artificial wetlands for sewage treatment in urban settings are among the 21 projects that have been awarded funding from the 2024 Virginia Commonwealth University Quest Fund.
The global computer outage affecting airports, banks and other businesses on Friday appears to stem at least partly from a software update issued by major US cybersecurity firm CrowdStrike ...