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The article discusses the effectiveness of the Jom Cuti-Cuti Malaysia (CCM) domestic tourism campaign in promoting travel demand. The study examines the inter-relationship between tourist attitudes, persuasion knowledge, and travel intention based on the CCM marketing campaign. The results show that attitude and persuasion knowledge directly influence travel intention, and attitude significantly influences persuasion knowledge. Persuasion knowledge also mediates the relationship between attitude and travel intention. The study suggests that the CCM campaign is still highly credible and effective for domestic tourism, but it needs to be regularly updated and relevant to changing circumstances. The findings have practical implications for tourism destinations worldwide and contribute to the literature on domestic tourism campaigns. However, the study has limitations, and future research could explore other factors that influence travel behavior and use longitudinal designs. [Extracted from the article]

The object of research is digital marketing of innovative products. The problem addressed in the study was the need to define digital marketing tools for the promotion of innovative products in order to increase the financial results of enterprises. The specificity of digital marketing of innovative products, which have their own specificity, has been clarified, including the need to explain the benefits of new technologies to consumers. The results of the research revealed that the study of the target audience using analytical tools allows better optimization of marketing campaigns. It has been proven that the substantiation of the expenditure budget based on the method “from the achievement of goals” provides effective use of marketing resources and flexibility in case of changes in market conditions. The advantages of this budgeting method have been revealed, which makes it possible to clearly define marketing goals and direct resources to achieve them. This ensures optimal use of marketing resources. On the basis of regression analysis, the influence of expenses on various digital marketing tools on the total income of the enterprise was determined. Verification of the guidelines included an assessment of the impact of various digital marketing tools on total revenue. Based on the regression analysis, it was established that the costs of setting up a website and search advertising, advertising in social networks and email marketing showed a significant positive impact on the total income of the enterprise. However, spending on content marketing revealed a negative effect. The identified dependences made it possible to accurately assess the impact of each marketing tool on the total revenue of the enterprise, which is critical for effective planning of marketing campaigns and cost optimization [ABSTRACT FROM AUTHOR]

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In the era of digital communication and technological progress, the protection of personal data and the right to privacy are becoming one of the most important challenges in the context of direct marketing. Direct marketing, as a strategy for contacting customers, opens doors to their personal information, which creates the need for particular attention to ethical aspects related to privacy protection. The aim of the paper is to identify, analyze, and understand the ethical challenges and potential deviations that arise in direct marketing, and to provide recommendations based on the research. The study investigates the ethical aspects related to direct marketing and analyzes ethical deviations within the marketing campaign of the fashion brand Balenciaga for children. Through a case study, the research identifies, analyzes, and explains the ethical deviations that occurred, focusing on the incident in the Spring/Summer 2023 marketing campaign and its impact on society. The research looks at the consequences, such as loss of customer trust and potential legal and moral ramifications for the brand. Also, the research provides recommendations for the brand to improve its marketing practices and establish ethical standards that will strengthen customer relations and protect its identity and reputation. [ABSTRACT FROM AUTHOR]

The Ikfina-Barra pair in the 2020 Mojokerto District Election contested won with a total of 62.5% of the total valid votes. This study aims to identify and describe the political marketing strategy of the Ikfina-Barra pair in the 2020 Mojokerto District Election contest. Through the use of descriptive research methods, data collection techniques were carried out through a process of in-depth interviews, observation, and documentation. Data analysis techniques in this study include the process of reducing data, presenting data, and drawing conclusions and verification. This study uses the political marketing model of Bruce I. Newman to analyze it. The results of this study indicate that the Ikfina-Barra pair used a political marketing strategy by carefully dissecting the entire mix as well as using a political marketing strategy with a humanist approach and targeting a psychological approach to the people of Mojokerto Regency. In the candidate focus mix, the nomination of the Ikfina-Barra pair shows the presence of a candidate focus on the marketing concept where the Ikfina-Barra pair is a candidate pair requested by the community by the Mojokerto Regency through a grassroots survey. Then in marketing campaign mix, the Ikfina-Barra pair used segmentation and positioning strategies for the effectiveness of political campaigns by approaching voters and offering political products according to predetermined segments. In the process of formulating and implementing a political marketing strategy, the Ikfina-Barra pair fully used the 4P mix conceptualized by Bruce I. Newman namely Product, Push Marketing, Pull Marketing, and Polling. An interesting finding in this study is that the Ikfina-Barra pair also used the Pass Marketing strategy in the marketing campaign process. In addition, in the entire process of political marketing that was carried out, the Ikfina-Barra pair also conducted an analysis of environmental forces to identify opportunities and challenges in the process of marketing campaigns and political campaigns. [ABSTRACT FROM AUTHOR]

Il est désormais admis que l’achat n’est pas seulement une nécessité dans la vie moderne, mais aussi un loisir et une forme de divertissement. Nonobstant, cela peut parfois induire à un excès d’achat et générer des conséquences néfastes voire destructrices pour certains consommateurs ; ce que l’on appelle le comportement d’achat compulsif, ou plus simplement l’addiction à l’achat. Ces conséquences demeurent parfois encore mal connues. À cet effet, la question liée à la compréhension des facteurs déterminant le comportement d’achat compulsif des consommateurs nécessite une attention prodigieuse des chercheurs. Dans la littérature, il a été démontré que les campagnes marketing sont en mesure de jouer un rôle catalyseur dans la stimulation et l’accentuation de l’achat compulsif. Celles-ci constituent un danger pour les consommateurs en affectant négativement leur santé mentale et leur situation financière. Ainsi, notre travail de recherche a pour but de passer en revue la littérature portant sur le concept du comportement d’achat compulsifs, en braquant notamment le focus sur les antécédents de ce comportement problématique. Ensuite, nous avons essayé de synthétiser les multiples causes et précurseurs du comportement d'achat compulsif. Les résultats de notre étude documentaire remettent en question l’éthique des campagnes marketing du fait qu’elles contribuent à la génération du comportement d'achat compulsif. Notre étude débouche également sur des limites et perspectives de recherche. Nowadays, it stands to reason that buying is not only a necessity in modern life, but also a form of leisure and entertainment. However, this can sometimes lead to excessive buying and generate harmful or even destructive consequences for some consumers; this is known as compulsive buying behaviour, or more simply as buying addiction. These consequences are sometimes still poorly understood. In this regard, the question of understanding the factors determining compulsive buying behaviour of consumers requires a considerable amount of research attention. In the literature, it has been shown that marketing campaigns are able to play a catalytic role in stimulating and accentuating compulsive buying. They pose a danger to consumers by negatively affecting their mental health and financial situation. Thus, our research aims to review the literature on the concept of compulsive buying behaviour, focusing in particular on the antecedents of this problematic behaviour. Secondly, we tried to synthesise the multiple causes and precursors of compulsive buying behaviour. The results of our literature review question the ethics of marketing campaigns in that they contribute to the generation of compulsive buying behaviour. Our study also leads to limitations and research perspectives.

In a society where education is increasingly based on experimenting rather than retaining information as such, the study of good practices implemented in other universities, the exchange of experiences and the application of theoretical aspects have an extremely important impact on students, but especially on their personal and professional development. This research paper aims to study the extent to which students of the Faculty of Public Administration and Public Management are familiar with Erasmus+ study mobilities, but also to identify a set of recommendations by which the Erasmus+ programme will become known to a higher number of students. Therefore, in order to achieve the purpose and objectives of the paper, we combined two types of research methods, a qualitative method - document analysis and a quantitative method - opinion poll, and a questionnaire was conducted and distributed to students. At the same time, the results collected and interpreted indicated that Erasmus+ study opportunities are visible to some extent among students of the Faculty of Public Administration and Management from Bucharest University of Economic Studies, but reluctance to go abroad and the difficulties related to language, to culture and people have left their mark on students' decisions to study abroad.

The article considers topical issues of specifics of both marketing and advertising campaigns. The research is aimed at generalizing the methodical and practical aspects of the process of managing marketing instruments in the enterprise. Based on the information obtained from scientific sources, the efficiency of each instrument is evaluated using the method of observation and abstraction, as well as the method of comparative analysis. Different levels of strategy and basic instruments at each level are considered. In addition, key axioms that companies may face in the market when promoting goods and working with consumers have been identified. The need for a model of brand growth for the potential of the enterprise, which is conditioned by the importance of brands as intangible assets for effective competition and as a tool to create an efficient marketing campaign, is substantiated. The analysis also looked at the customer’s path from the search for a product to the acquisition of loyalty, as well as the most efficient modern marketing instruments at every stage. According to the results of analysis of the advertising market in Ukraine with the help of the All-Ukrainian Advertising Coalition, the media advertising market tends to increase volume, especially in the context of e-commerce and television. The main indicators of the efficiency of marketing campaigns to identify the subsequent direction for improving their activities are analyzed. The digital instruments have a number of capabilities and threats to the company when implementing any marketing campaign in the digital space that must be considered to minimize possible failures when launching a campaign.

This capstone project focused on both developing a social media and marketing strategy for Rising Tide Conservation, and examining the existing marine ornamental fish market with respect to the opportunities for captive-bred fish. In order to accomplish all of the above, a three-step approach was taken. First, willingness-to-pay data was extracted from online retailers in the United States, examining a price comparison between captive-bred fish and wild-caught fish. The two species used for willingness-to-pay data were the Ocellaris clownfish and the Watchman goby. Additional information was gleaned from discussions with wholesalers, retailers, and researchers within the marine aquarists industry. Second, a short survey was sent out to wholesalers, retailers, and distributors involved in the marine aquarium trade in the U.S. The goal of the survey was to gain information of attitudes towards the sale of captive-bred species within the marine ornamental aquarium retail and wholesale industry. Finally, a social media and marketing strategy was developed for Rising Tide Conservation. A Facebook page for Rising Tide Conservation was created, with posts of relevant content from Rising Tide Conservation, as well as stakeholders and affiliates. Insights were then used to examine what type of content was most effective, as well as demographics about the attracted audience

Being a “window on the world”, the official website of an educational institution is among the most important means of promoting its activities, thus increasing its competitive advantage in the market for educational services. Providing a framework for efficient marketing, the functioning of the official website of a higher educational establishment represents a format of public relations, the outcomes of which depend heavily upon numerous factors. Presenting unbiased assessment of a university’s image formalised in terms of officially approved procedures is crucial for winning a respective market share. The Webometrics Ranking of World Universities (also known as Ranking Web of Universities) represents validated data that must not be overlooked by both website administrators and those interested in evaluating a university’s image. Though taken with a great deal of scepticism by some universities, webometrics ranking nevertheless can make the difference when it goes about sprucing up a university’s image and successful appealing to its target audience. The research work considers the issue of representing global rankings of educational institutions on their official websites as an element of marketing policies devised with the view of gaining a competitive advantage in the global educational space. It is highlighted that university ranks are based on applying diverse criteria and indicators as well as measuring respective values. Criticised are dishonest practices of providing false information aimed at increasing ranks of some educational establishments. The measuring indicators (availability, visibility, transparency (or openness), and excellence (or scientific character)) are analysed based on cybermetric data of research findings obtained by bibliometric methods. The authors elaborated a set of recommendations as for increasing the efficiency of university website functioning. The key point is to comprehensively select, verify, present and expand contents of a website. It is highlighted that information on the official website of a higher educational establishment should reflect the whole range of educational, scientific research and administrative activities carried out by the academic staff and students. Blended together, they represent the business reputation of the university, which includes its reputation, prestige, partnering relationships, business contacts etc. The authors share their experience in implementing the above measures at Vinnytsia Mykhailo Kotsiubynskyi State Pedagogical University.

This case study aims to describe how employees at the University of Illinois at Urbana-Champaign’s Undergraduate Library (UGL) utilized a cat mascot as part of a marketing campaign to promote awareness of library resources and services and to overcome undergraduate students’ library anxiety. The authors describe how the idea of a cat mascot emerged, how librarians determined campaign objectives, and the process they undertook for developing videos, social media posts, events and displays for the campaign. This article also describes how the campaign was able to build a sense of community not only among the large university library system but the entire campus community.

Traditional methods used to disseminate educational resources to front-line healthcare staff have several limitations. Social media may increase the visibility of these resources among targeted groups and communities. Our project aimed to disseminate key clinical messages from the National Tracheostomy Safety Project to those caring for patients with tracheostomies or laryngectomies. We commissioned an external media company to design educational material and devise a marketing strategy. We developed videos to communicate recommendations from the safety project and used Facebook, Twitter, YouTube and LinkedIn to deliver these to our target users. We recorded 629,270 impressions over a paid 12-week campaign. Our YouTube channel registered more than a five-fold increase in views and watch time during the campaign as compared with the previous year. Around two-thirds of views across all platforms were from peer-to-peer sharing. We spent £4140 on social media advertising, with each view and click costing £0.02 and £0.67, respectively. This intelligence-led approach using social media is an effective and efficient method to disseminate knowledge on the principles of safe tracheostomy care to front-line clinical staff. Similar strategies may be effective for other patient safety topics, especially when targeting groups that do not use medical journals or other traditional means of dissemination. [ABSTRACT FROM AUTHOR]

This paper shares the details of an evaluation plan from an interdisciplinary climate change project that developed decision support tools (DSTs) for agricultural advisors and farmers. It showcases how evaluation enhanced the project work by providing opportunities for the team to reflect on and use data to improve performance. The plan included both formative and summative approaches, team member interviews to assess team functioning, usability testing of DSTs, outreach and marketing campaign evaluation. Outreach evaluation included surveying those reached, monitoring project website traffic, and tracking and mapping outreach details. Marketing evaluation included pre-testing campaign materials, assessing open and click rates of email campaign, and monitoring associated traffic to website. The Useful to Usable (U2U) team was generally high functioning, but team interviews allowed the evaluators and leaders to discern factors that were influencing intended outcomes, respond to needs, assign resources, and catalyze activities that were crucial in shaping the outcomes. Usability testing surfaced issues related to default values and search and help features that were addressed by the team and resulted in improved usability. Outreach evaluation found geographic and methodological gaps that were filled, resulting in more target audiences reached and more effective methods used (e.g., hands-on events). Marketing evaluation allowed for improving contact lists over time and improving campaign messaging before deployment. Evaluators and project leaders working on similar projects may adapt or utilize methods detailed in this paper, along with the recommendations, while designing and implementing improvement-oriented evaluation plans.