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Publication devoted to the study of existing differences in interpretation of the term "interactive advertising" and determine the conditions and the appropriateness of its use in the design of advertising messages.
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The article concerns the peculiarities of advertising as communication and the need for the existence of ethical rules in its creation and dissemination. The bearers of ethical rules in advertising and in particular the National Council for Self-Regulation (NSS), its role and powers, its possibilities and impossibilities of impact are discussed. The thesis displayed is that ethics primarily depends on the morality of society and its members.
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The paper considers the problem of the interrelationship of ecology and marketing. The historical stages of the formation of such relations and of their development have been determined. The determination of the ecological marketing, of green marketing, of sustainable marketing has been given. The issue of the development of sustainable marketing and its connection with the concept of the sustainable development of society have been studied. The analysis of the development of ecological marketing in Ukraine has bene done. Main guidelines are traced of the development of sustainable marketing for present-day conditions of Ukrainian economy.
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W opracowaniu przedmiotem analizy była kwestia badania relacji pomiędzy rosnącą popularnością i zasięgiem Internetu a coraz większą liczbą osób otrzymującą dostęp do masowej informacji. Dla zdecydowanej większości organizacji rozwój Internetu oznaczał głównie powstanie nowego medium komunikacji marketingowej. W XXI wieku nie wystarczy, aby organizacja wytwarzała dobrą jakościowo ofertę - musi się on w profesjonalny sposób porozumiewać z otoczeniem, a to determinuje rozwój instrumentów komunikacji marketingowej w dobie marketingu 3.0. W artykule przedstawiono różne podejścia do definiowania działań komunikacyjnych w marketingu 3.0 w kontekście dynamicznych zmian w otoczeniu rynkowym, głównie technologicznym, a także podjęto próbę odpowiedzi na pytanie, w jakim stopniu zmiany technologii determinują nowe zjawiska w komunikacji marketingowej w marketingu 3.0. W opracowaniu wykorzystano wyniki badań prowadzonych metodą desk research oraz obserwacje uczestniczące. Przeprowadzone badania pozwoliły na pozytywne zweryfikowanie postawionej tezy dotyczącej istotnego wpływu zmian technologicznych w otoczeniu rynkowym na działania komunikacyjne w marketingu 3.0. (abstrakt oryginalny) The article concentrates on aspects of marketing communication in marketing 3.0. People have access to a large amount of information with the popularization and the increasing reach of the Internet. For most organizations, development of the Internet means creating a new medium of marketing communication. In the twenty-first century, it is not enough that the company produces a good quality product - it must be professional in communication with the environment. This determines the development of marketing communication tools. The article presents desk research based on secondary sources and on the method of participant observation, employed by a practitioner of sport in the person of the article`s author.(original abstract)
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Linear character of a purchasing process corresponds less to an actual way a consumer makes a purchase. A contemporary client, while buying a product, does not want to narrow his choice and make that purchase, as it is explained in the traditional funnel theory. Nowadays, a client even aims at broadening his choice before the actual purchase, and the process from the occurrence of the buying need is not so linear and straightforward anymore. The character of changes in the contemporary consumers' buying process is well presented in the McKinsey’s model of Consumer Decision Journey that was estimated in the article.
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Marketing specialists are challenged with usage of impressive scope of methods and techniques, which are aimed at improving corporate image, brand awareness, sales, etc. Gamification and advergaming may be a chance to provide marketing communicate to customers in an interesting and efficient way, which is the only one to be heard in a sea of communication noise. The article is aimed at presenting the idea and way of working of the advertisements by and in games, but also presenting the examples of appropriate usage of it in a marketing practice.
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In big cities, the willingness to make purchases by young people can be enhanced by the presence of shopping centers and galleries for the same purpose. Teenage consumers, due to the lack of full legal capacity (not over 18 years), cannot alone make all purchases, however, many studies have shown that they have a very big influence on purchasing decisions of their parents, much more likely to watch ads, absorb technical innovations and are open to change. Often include their own pocket money, work during the holidays. The article attempts to answer the question of whether a small distance from galleries and spending their free time to effectively equip them with knowledge how to make safe purchases, and make ads` rational assessments, and raise claims.
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The paper attempts to prove that trust is an important factor in the success of marketing strategies based on co-creating value with customers. The analysis of marketing theory (in particular the concept of value co-creation and the importance of trust in relationships with customers) was adopted in order to justify the hypothesis thesis. The study of value co-creation in the area of health care completed the analysis. The analysis positively verified the hypothesis.
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Along with changing user’s behaviour and expectations on internet, the methods used in advertising started to change. Native advertising has become one of the current advertising methods used in the field of internet advertising. Native advertising is a kind of advertising which is prepared for a special platform on internet and is suitable for the content and the visual design of the platform where placed. Advertising content reach the consumer in this context. Because of the increasing importance of social media channels, users’ entering to internet for mostly consuming content and preferring to avoid banner ads, native advertising has started to be used much more in advertising sector. In this article, we focuse on what native advertising is, its connection with the news, its differences with advretorial and content marketing and finally the types in company with examples. By this way, we aim at examining elaborately the native advertising which has only a few years history and eliminating the existing Turkish information gap in this field. From this aspect, this article is the first detailed and extensive Turkish study about native advertising method based on English literature.
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The purpose of the article is identifying differences between involving well-known persons in advertising the territorial units and using the image of celebrities in promoting different („ordinary”) products. The findings were expressed in the context of chosen marketing actions carried out by Polish cities (among others: Gdynia, Cracow, Ostrów Wielkopolski, Rzeszów, Sieradz) and provinces (świętokrzyskie, dolnośląskie).
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The article tries to define the role and the functions marketing play within the realization process of the TEN-T programs. There were described the definitions of marketing upon which the analysis was based; there was also shortly described the idea of Trans European Network-Transport. In the main part of the article there were compared the methods in which the elements of the marketing definitions have been implemented. It was noted how important such actions are for the successful realization of TEN-T both in the meaning of the program as a whole and in its stages.
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As the amount of information transmitted to consumers increases the uncertainty of the decision making processes also increases. Consumers are not able to include, analyze and properly use all the accessible data. Products’ abundance and diversity, information overload and the diminishing reliability of marketing sources make consumers’ choices more difficult than ever before. One of the most popular solutions is using other consumers’ recommendation and in general informal communication as the basis for the market decisions. In relation to these problems the paper presents some chosen results of the empirical study referring to the diversified role of informal communication in the processes of buying six products characterized by different levels and types of risk connected with their purchase.
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The process of marketing communication has an increasingly complex and multifacetedcharacter while using a variety of tools for initiating and moderating conductedconversations. The basis of that process is still constant striving for initiating interactionsleading to creating and strengthening mutual, multilateral bonds based on changing expectationsand preferences of participants in that process. Hence, an increasingly biggerfocus is put on user experience and emotions related to it, which are a key element of H2H(Human to Human) marketing.The aim of the paper is to explore and evaluate social media space in H2H. Theoreticalbasis are literature studies of the analyzed issue, whereas the empirical part includes theresults of own research in that area.
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The article is focused on issues of international aspect of activities in the fieldof sports marketing. The paper presents various approaches towards defining sports marketingactivities in the context of dynamic changes and global market environment. Theauthor also attempts to answer the question to what extent the international scale of marketenvironment determines new phenomena in sports marketing. The article presentsresearch desk research based on secondary sources and on the method of participantobservation, employed by a practitioner of sport in the person of the article`s author. Thecarried out research confirmed the proposed thesis on the significant impact of internationalisationof marketing activities on communicational solutions in sports marketing.
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Purpose – The aim of this paper is to assess the impact of two non-cognitive service recovery tactics firms actually use: displaying emotional involvement by the provider of the service recovery and intentionally allowing some perceived control for consumers participating in recovery. Design/Methodology/Approach – The research study used a factorial experiment, testing recovery scenarios in a restaurant setting. Findings and implications – Research results suggest that employee affect and consumers’ perceived control have a positive impact on satisfaction. Our research also shows that organizational actions are never perceived in isolation by consumers; there are rich interactions between different forms of recovery attempts. Results have demonstrated that there are interactions among each combination of compensation, employee affect and perceived control. Implications for managers suggest the use of a portfolio of recovery tactics. Limitations – The study is based on scenario manipulations that were developed and tested through a multi-step strategy; however, some subjects may perceive scenarios as less realistic than real life, in-person interactions. Second, individual differences may exist in susceptibility to emotional contagion. In this study, the focus was on general consumer processes, but individual differences is an area that can be investigated in the future. Originality – With this study we expand the cognitively-dominated understanding of service recovery through the inclusion of the impact of affective (“employee affective delivery”) and conative/behavioral (“customer perceived control”) service recovery tactics.
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Purpose – The purpose of this research is to explore the impact of perceived counterfeit proliferation (PCP) on five luxury brand values of an original luxury fashion brand. This research also explores the correlations between luxury brand values and patronage intention. Design/Methodology/Approach – Two hundred and twenty survey questionnaires were collected, and the partial least square structural equation modeling (PLSSEM) technique was used to analyze data. Findings and implications – The results indicated that PCP has a statistically significant impact on uniqueness value only, while quality, hedonic, conspicuous, and extended- self values are not affected for Southeast Asian consumers. This suggests that a proliferation of counterfeit luxury brands cannot be viewed in the same way as authentic luxury brand proliferation, which tend to have negative impacts on other brand values apart from uniqueness value. On the other hand, the luxury brand values that have significant statistical relationships with patronage intention are quality, hedonic, and extended- self values, suggesting that Southeast Asian consumers mainly base their patronage intention on personal motives rather than on interpersonal motives. Limitations – The only luxury fashion brand studied in this study is Louis Vuitton, which could limit the generalizability of results. Also, the effect of cultural difference was not explored. It is advisable for future research to explore the moderating effects of culture. Originality – To the best of our knowledge, this research is one of only a few to quantitatively study the effects of PCP on the five dimensions of luxury brand values.
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Purpose – The purpose of this paper is to investigate the impact of internal marketing and empowerment on new product selling and sales innovativeness. The link between sales innovativeness and new product selling was examined as well. Design/Methodology/Approach – Data was collected through a questionnaire aimed at sales professionals. PLS structural equation modeling was applied to analyze the data. Findings and implications – The results show that internal marketing (IM) and empowerment positively affect new product selling and sales innovativeness. No link was found between sales innovativeness and new product selling. The current study highlights new relationships among different constructs (e.g. internal marketing, empowerment, new product selling, and innovativeness) in the sales context. Due to the above-mentioned linkages, top management, as well as sales and new product development managers can plan internal marketing activities and empower their salesforce to achieve better new product commercialization and enhance their innovativeness. Limitations – The current study has few limitations. Due to the survey sample size, it was not tested for unobserved heterogeneity. With regard to the link between sales innovativeness and new product selling, it is recommended to include moderator and mediator variables. Other antecedents of new product selling and sales innovativeness should be investigated as well. Originality – The paper identifies the relationships among constructs in the sales context which, to the best of the authors’ knowledge, have not been subject of previous research and have received limited attention in the literature.
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Nowadays, the transformation from e-commerce to m-commerce is noticed. Asa result, retailers have to use mobile marketing tools. The aim of this article is to identify marketing innovations, which use mobile technology that retailers should use in their operations. Using literature review and comparative analysis, the author presents some mobile marketing tools used by eBay and Allegro portals. These presented marketing innovations could be useful also for others retailers.
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Public services are provided by government and have been traditionally supply-oriented. Changing citizen expectations put pressure on government agencies and public sector organizations to be accountable for efficiency and effectiveness. Further, the quest to enhance international competitiveness by ranking high in the echelons of world’s best governments, led to the adoption of proven marketing philosophy and methodologies in the domain of public service as well. The present study aims at examining the impact of Service quality, Reputation and Consumer Engagement on Customer Perceived Value, Satisfaction and Loyalty for an important public service viz., Dubai Metro which operated in an intensely competitive market. The study developed and empirically tested a structural model of travel behavior which hypothesized that reputation, quality and customer engagement are major drivers of value and value in turn leads to satisfaction and loyalty. The findings supported the model with reputation having a stronger impact than quality. A positive association was found between value, satisfaction and loyalty. However, consumer engagement was not found to have a significant influence on customer perceived value.
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The purpose of this article is to take a closer look on the shift from “connected consumers“ to “digital consumers“. The rapid convergence of information and communication technologies in everyday life has proven to be an evolutionary process taking people from ‘just’ being online (being “connected”), to the next level being “digital” (joining the “Internet of Things”). This article draws a picture of current developments in Digitalisation and how Digitalisation will become part of the daily life of consumers. The investigated data indicates that established business models will potentially change, due to a high demand for advanced technology and growing (mobile) internet usage. But also the fact that consumer’s strive for self-improving use cases will have companies step on unknown grounds and partner up with unfamiliar industries.
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