Search

The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is causing confusion within the industry, the academic world, and the classroom. This article addresses the need for more research on teaching social media marketing from a strategic perspective based on Integrated Marketing Communications (IMC) objectives. It explores the use of the Paid/Owned/Earned Media (POEM) framework as a form of engaged pedagogy and part of the Active Blended Learning framework. Adopting a Participatory Action Research (PAR) approach, 40 student applications of the POEM framework were analyzed, and the results indicate that it enables students to identify activities within an integrated campaign and their impact on the customer journey. These results were supported by a qualitative analysis of the views of three experienced educators in this field. It is proposed that the application of classifications, such as Paid, Owned, and Earned media, are more useful when teaching social media marketing within IMC than the classifications of Advertising and PR.

This study investigates current attitudes and opinions toward pharmacies' advertising. The purposes of this study were to determine (a) consumers' attitudes toward advertising by pharmacies and (b) whether age, race, income, marital status, occupation, education, sex, and number of children in household of the consumer accounted for any significant difference in attitudes toward pharmacies that advertise. The intent was to discover information that would be useful to pharmacies in planning marketing strategies and improving the quality of their advertising. The study seems to confirm the belief of many pharmacies that advertising and marketing clearly have a place in the future of pharmacists' services.

Audience analysis is essential for creating successful messages across communication fields. The audience persona is an effective tool for understanding the characteristics and needs of a target audience. Through this unit activity, students experience the process of persona development, build skills in data collection and analysis, and gain in-depth understanding of a specific audience in preparation for subsequent messaging assignments. Courses: Strategic Communication, Public Relations, Content Marketing, Advertising, Public Speaking, Mass Communication, Social Media Communication, Mass Communication Research Methods. Objectives: Through this unit activity, students will be able to (1) apply the principles of audience persona development, (2) build skills in data collection and analysis, and (3) gain in-depth understanding of a core audience group as the basis for crafting effective messages.

Drawing on a specific case of the El-Hawwar Sporting Club, located in El-Mansoura, Egypt, the primary intent of this study was to identify variables and key factors that contribute to an effective sport marketing promotional mix, used to enhance visibility and consumption of products and services of the sport organization. A total of 100 participants completed a questionnaire with questions using a 3-point Likert scale including demographic information to determine the effectiveness of a promotional mix to increase the service consumption of the HSC Sporting Club. The findings confirm the extraordinary value of a well-chosen promotional mix to increase the visibility and profitability of the touted goods and services. Participants provided several practical recommendations that include a call on today's sport marketers to invest sufficient time and resources in conducting a thorough market and consumer behavior analysis as a foundation for an effective promotional mix. This study found the use of promotion mixes in Egyptian clubs is still at its infancy and there is a dire need for more research on the topic in the future.

The continuing technological development of the advertising and public relations (PR) industry and increasing transfer of marketing expenditures from traditional channels to emerging digital media have placed a heavy burden on advertising and PR education. While it is not clear how educators are responding to the digital challenge, this study provides a complete picture of advertising and PR digital media education in the United States. Through a content analysis of curricula from 99 universities with advertising and PR programs, we found that nearly one-quarter (23.5%; n = 1,128) of advertising and PR major courses taught digital media and that digital media education placed greater emphasis on skills courses. Furthermore, the advertising and PR discipline was still based on mass communication, journalism, and marketing rather than computer-related fields. It is hoped that this article will shed some light on the digitalization of future advertising and PR education.

This study examines the effectiveness of the Veterans Administration's (VA) public relations and the effectiveness of advertisements of its suicide hotline, which is called the veterans crisis line (VCL). Using the organization-public relations theory (OPR) this study examined whether known failures of VA marketing campaigns for the VCL could be related to public relations factors. This study found that the VA suffers from a negative perception with veterans, and this translated into lower support for the VCL compared to another suicide hotline. This study concludes that ineffective public relations may indeed be a factor in the reluctance of veterans in crisis to call the VCL for life saving mental health support. [ABSTRACT FROM AUTHOR]

As a learning process wherein we ask questions to enhance knowledge, media literacy offers a powerful lens for examining how people practice communication across diverse applied contexts such as professional communicators shaping messages about COVID-19. Borrowing a page from Renee Hobbs' (1998, 1999, 2010, 2011, 2021) media literacy education research, we sought to compare/contrast media content creators' (journalism, advertising, public relations, marketing communication) information-seeking behaviors during the 2020-2022 COVID-19 pandemic for both their paid work and unpaid volunteer work, as well as for their own and family edification. Blending the media literacy lens with social construction theory (Berger & Luckmann, 1967), our survey findings collected at the height of the COVID-19 pandemic in 2021 suggest that professional communicators (N=174) relied more frequently on media sources (64.9%) for COVID-19 information for work (paid and unpaid) and on people such as medical professionals (51.5%) as sources for COVID-19 information for their own personal and family use. Other findings detail professional communicators' use of media literacy learning processes of accessing, analyzing, creating, reflecting, and taking action. [ABSTRACT FROM AUTHOR]

This study set out to better understand virtual consumerism (VC) by applying natural language processing (NLP) methods for sentiment and content analyses. A total of 318 articles related to VC were identified on theguardian.com Web site and analyzed by text mining methodology. A thematic, content analysis using the Leximancer program was performed to explore VC as a concept, and its related concepts and concept associations. For the purposes of "deep-dive insights," further content and sentiment analyses were performed with MonkeyLearn and valence aware dictionary for sentiment reasoning. This triangulation in methodology enabled a comprehensive unstructured qualitative data analysis. The study identified key themes that characterize and define VC. It uncovered that, although there is predominantly positive sentiment toward VC reported in The Guardian online articles, negative sentiment also exists, presenting challenges for the industry to maneuver. The findings reveal that in the context of VC, a virtual experience is also a social experience in a virtual space, which is becoming and evolving. There are certain industries and sectors that are embracing VC, such as marketing, advertising and public relations, software development/IT, art/design, and entertainment, as well as science/technology. Some sectors and industries are experiencing challenges, such as security/law enforcement and medical, and hence display negative sentiment toward VC. Overall, this study presents a working definition of VC, a synopsis of the state of VC, and highlights areas for potential research to further our understanding of this phenomenon. It contributes to an improved understanding of VC for the industry and academia, and provides impetus for future studies focused on the emergent VC-relevant conceptual relationships. [ABSTRACT FROM AUTHOR]

The role of women in all spheres of society has expanded exponentially throughout the 19th, 20th and 21st centuries: from nineteenth century suffragism to the entry of women into factories and public services, to modernity: when the ideas and consequences of feminism pervade popular culture and advertising and public relations firms. These have made a considerable leap from the days of pink marketing to the current moment, in which female audiences are seen as diversified as the most, while the perception of their needs and particularities is becoming more and more clear to women and scholars and professionals in the sector. In this sense, neuroscience has the potential to shed the same ray of light on this field as it does on other more minority or sectorally significant audiences. Making the full battery of considerations regarding inclusion, gender equality and emotional intelligence relevant. Not only at a social level, but also at a productive one: because the evidence we have indicates that the consideration of all these factors, when carried out in a calculated and effective way, will make communication more effective, more productive in regarding the specific objectives of Public Relations and Advertising as academic and labor disciplines. This inevitably leads to an understanding of the neurological differences between men and women, and careful planning to take advantage of these in team management and the organization of communication. The future of Public Relations lies in finding new audiences, and new and better ways to reach them. Being inevitable the integration of the same in the communication processes. For several decades now, society has detached itself from the male single market: supported by social achievements such as the entry of women into the world of work and giving them control of their own finances. After her, the gap has widened further with the progressive rupture of the bipolar gender sphere, and with the expansion of markets previously more limited by other social barriers such as age. In this article, the objective is to determine the existing relationships between public relations and the potential of neuroscience in the present context of increasing presence of women in all areas of society, communication, advertising, marketing and politics. The methodology is based on the search and consultation of scientific texts (monographs, academic articles, documentaries, among others), and descriptors related to public relations, communication strategies, the application of neuroscience and the development of the implication of the women in all these processes. A relevant research result is that the functioning of brain areas and the influence of neuroplasticity are still not known with certainty. An important fact if we take into account that attitude and gender differ even when market segmentation is carried out. It is concluded that inclusion in the area of public relations and communication is a logical consequence of the expansion of the female gender as a public: it encompasses half of the potential consumers of almost any product, and, therefore, it is essential to have with public relations teams capable of creating increasingly effective content in the task of achieving the objectives set. [ABSTRACT FROM AUTHOR]

The article highlights the main world features, trends in scientific research in 2010s on the problems of advertising and public relations. To that end, the content of the most influential scientific and educational publications on advertising and public relations of 2010-2019 has been analysed, there has also been used a comparative analysis of scientific articles of 2008-2009 and 2019-2020, has been identified the main differences between the beginning and the late 2010s in these aspects. There was established that the scientific apparatus of semiotics, marketing semiotic, commercial semiotic, socio-semiotic, semio-pragmatic and other semiotic approaches have been fruitfully used for the researches in these two areas. Business cases and general patterns of advertising and PR have often been the subject of academic activity as part of several larger and very topical issues: Big Data, artificial intelligence, social media, Internet of Things, neuromarketing, e-events, public interest, various tasks and types of object-oriented methods. The researches based on the concepts of mediatisation, postadvertising, and algorithmic capitalism featured prominently. The issue of advertising literacy as a component of media literacy was actively developed. During the 2010s, the attention focus of advertising and public relations scholars was shifted from a general theoretical analysis of creativity towards digital communications. The ones of the leading, most popular subjects of research have become influencers, opinion leaders in digital social networks.

Copyright of Acta Sting is the property of Akademie STING, o.p.s. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Acta Sting is the property of Akademie STING, o.p.s. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Al-Frahids Arts is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

IMC include technology of marketing, advertising, public relations. Combination of all marketing communications tools on the basis of common business goals of the organization aids to reduce the budget and increase the cost-effectiveness of product promotion. The article concerns IMC basic principles, the significance of elaboration asingle communication concept. The article deals with advantages of integrated marketing communications as a tool of interaction with consumers. The author analyzes the possibility of applying for education various types of advertising, marketing tools, events and PR-activities. The article offers original ideas for advertising clips, open days, personal communications.

Marketing is the process by which products and services are transferred. In this respect promotional tools are employed in order to introduce, activate, and motivate present and potential customers. Promotion is recognized as one of the basic elements of marketing which plays a key role in creating consumer awareness of the quality of various products and services available in the Market. Promotional tools of marketing such as personal selling, advertising sales promotion, public relations and others play a key role in creating consumer awareness about the qualities of various products and services available on the market and can go a long way to contribute to economic progress and social development. The tools can be tailored to achieve healthy competition in the market, freedom for consumers to select product which suit functional and social needs, improvement in the quality of the products and above all enhancement of Islamic moral conduct. If the promotional means and their objectives are not contrary to the principles of Islam, one may proceed with them. Over zealous marketing, anxiety to maximize profits through the promotional activities is not acceptable under Islamic marketing system. Promotional tools play a significant role in our society because they somehow reflect the value of the society. The promotional measures, applied in Islamic societies should project Islamic values and in accordance with the Shari'ah framework. Therefore special attention should be paid to designing promotions that would help projecting Islamic values, building customer's character and propagating truth in societies. Since the ultimate aim of all promotional activities is to enhance trading activities like advertising, public relations, sales promotion and contests are Islamic if they follow Islamic principles. Promotional activities leading to healthy competition among firms are acceptable and should be encouraged; however unhealthy cut throat competition for the purpose of accumulating more and more wealth is condemned. Through promotional means people are lured to buy different models and brands of consumer goods, mostly for showing off and boasting. Muslim marketers have to be conscious of their position and role in managing marketing activities and should try their level best to uphold the Shari'ah framework of Islamic marketing and advertising. [ABSTRACT FROM AUTHOR]

The reason why this study has chosen was, the range of consumers in the medical check-up unit at PMI hospital has been decreasing in the last three years. This study is a qualitative study by an in-depth interview with two kinds of informants: public relation and marketing unit and costumes from a medical check-up unit. To strengthen the result of this study, observations and study of secondary data evaluated. The result of this study shows that marketing promotion programs have a target that was not segmented, which all people from every level can enjoy it. PMI Bogor hospital decides to design their media by giving the responsibility to public relation and marketing unit. By media that wearied in four marketing communications unit, that was enough variations in using media which consist of the mouth of mouth communications, customer service, brochures, radio advertising, give vouchers, service packets, talk show, and soon. From the hall of the interview, information got that,customers were not touched too much by media promotions. Although not know much about developments mix, costumes give a positive response to the advertisements that done. But, to make the result of the promotions programs stronger, the writer suggests that public relation and marketing unit keep developing promotions mix that was done before by doing more deep of analyzing and use a different method of marketing promotions. [ABSTRACT FROM AUTHOR]

The aim of the article is to study the evolution in communication due to the rise of the influencer as a communicative mediator. It focuses on the fields of marketing communications, advertising, public relations and journalism. Companies have always aimed at attracting new customers while retaining the old. The new millennia has given businesses new digital channels so as to reach their target audience. Through the use of digital media new types of communication have arisen. The structure and tasks of the article are predetermined by its aim: definition and classification of influencers; characteristics of influencer marketing; analysis of its communicative aspects; opportunities how they offer companies to optimize their marketing communication. The article gives examples how influencers communicate with their audience through social networks. Various examples are analyzed on how influencer marketing presents opportunities for evolution in communication. [ABSTRACT FROM AUTHOR]

As sponsored content is gaining ground globally, the boundaries between strategic communication, advertising and journalism are blurring. As sponsored content becomes more common, it raises novel ethical concerns that no industry alone can answer, such as How much disclosure is needed for transparency? Self-regulation via codes of ethics has been suggested as a remedy to meet the rising transparency expectations, and this article analysed 40 codes of ethics in the fields of communication, advertising, and journalism (United States and Finland) related to sponsored content. The results indicate that there remains excessive variation within the codes of ethics of how transparency of sponsored content is addressed. According to our analysis, most of the codes deal with transparency and the separation between commercial and editorial content only vaguely, and only eight of the total 40 guidelines take sponsored content into account. Therefore, we believe that the strategic benefit of sponsored content is threatened as long as no joint codes of ethics exist for sponsored content. To the degree that sponsored content is practiced across professions, we call for a joint code of ethics for sponsored content transparency, as the current codes of ethics fail to answer this emerging need. [ABSTRACT FROM AUTHOR]

This study aims to examine and analyze the influence of internal and external factors on the motivation of muzakki to pay zakat through the level of faith, knowledge of zakat, advertising, public relations, direct marketing, personal selling, accountability and transparency of financial reporting. The theories can support this research are the Theory of Planned Behavior, Sharia Enterprise Theory and Theory of Al-Wala '. The sample in this study was 70 muzakki registered in Amil Zakat Institutions in Semarang City. The sampling method used was accidental sampling. Collecting data used questionnaires. Analysis of the data in this study used SEM-PLS. The results of this study indicated that variables of level of faith, knowledge of zakat, accountability and transparency of financial reporting had a positive and significant relationship to muzakki motivation to pay zakat in Amil Zakat Institutions in Semarang City. Variables of advertising, public relations, direct marketing and personal selling had no effect on the motivation of muzaki to pay zakat in Amil Zakat Institutions of Semarang. Suggestions for further research are expected to broaden the scope of research and add internal factors. [ABSTRACT FROM AUTHOR]

America and Western Europe has been dictating highly market- oriented editorial and book distribution trends in the Eastern European region. The Hungarian book market has been submitted to evident changes throughout the last fifteen years. Today, Hungary's smaller editors with a single profile and editorial and distribution activity hallmarked by old-school businesses are replaced by department stores and multi-profiled editorial enterprises. One of the main aspects of the modern bookselling is the conquest of marketing and PR (public relations). Today, the mercurial market has a different definition of the task of the editors and the writers. Besides writing, the author also has to participate to advertising the book. More and more editors encourage the authors to use the social media to promote themselves and the book, and to go to festivals and writer-reader meetings. My paper presents the nature and tendencies of the contemporary Hungarian publishing and book distribution trends. [ABSTRACT FROM AUTHOR]

Copyright of Comunicação, Mídia e Consumo is the property of Escola Superior de Propaganda e Marketing and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)