Purpose - The purpose of this paper is to highlight consumer trends relating to the baby boomer generation and identify the relevant marketing communications required to connect with these ...travelers.Design methodology approach - This study involved a thorough review of recently published marketing research and new reports dedicated to the baby boomer generation and the travel industry.Findings - Traveling boomers are looking for a memorable experience rather than a holiday, seeking authenticity, spiritual and mental enlightenment, nostalgia, convenience and spontaneity, all packaged in a safe, customized, healthy, green wrapping and delivered with great customer service. To connect with these boomers, marketers should emphasize youth, use nostalgia, show how to improve boomers' lives, provide detailed information, promote the experience, and use a variety of media.Research limitations implications - The literature on marketing to baby boomers is fragmented and sometimes contradictory. This could be because the boomer market is not homogenous. Further research is needed to understand the different segments of the boomer market. Recognizing the differences among these segments and understanding their motivations and desires, can help tourism marketers craft products, strategies and messages that will resonate with this generation.Practical implications - The key to securing and retaining this growing lucrative segment is better understanding of how they behave, their buying motivations and their needs as they get older. This paper has moved one step forward in this understanding by identifying the key psychographic nuances of the traveling boomer and suggesting how to connect with them.Originality value - This is an original contribution in that it is one of the first academic papers to address the traveling baby boomer. It will be of significant value to those marketing tourism services in the twenty-first century.
Packaging and sponsorship have been recognised as key tools for gaining competitive advantage, with worldwide packaging expenditures reaching US$500 billion and sponsorship investments reaching US$37 ...billion. Evidence highlights the importance of supporting sponsorship with additional leveraging, yet little research has addressed the integrative effects of sponsorship with leveraging. This paper examines consumer response to sponsorship leveraged packaging (SLP), a marketing tool widely used in the Australian fast moving consumer goods industry. Exploratory research suggests that SLP is processed peripherally and is impacted by sponsored property identification and sponsor brand loyalty. With multinational corporations allocating hundreds of millions of dollars to sponsorship activity alone, it is crucial that marketers understand how to maximise their packaging and sponsorship investments. This research begins the process of empirically testing how consumers respond to sponsorship leveraged packaging.
Purpose
– The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand ...advertising and news synergies.
Design/methodology/approach
– Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories.
Findings
– Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements.
Research limitations/implications
– Findings limited to the four product categories and student participants.
Practical implications
– When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising.
Originality/value
– First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.
Marketing communications can activate a consumer's thought about his own death, or the death of his loved one. Although past research has largely focused on thoughts about one's own death, which has ...been termed mortality salience (Greenberg, Solomon, and Pyszczynski 1997), recent studies have shown that there are two types of mortality salience, namely mortality salience of self (MSS) and mortality salience of a loved one (MSLO)which may have different impact on certain consumer behaviors (Wang 2015). In this research, we specifically examine the effects of MSS and MSLO on two types of product choices, namely social status choice and social experience choice. Based on a need salience mechanism, we discover in four studies that MSS individuals prefer social status choice options over social experience choice options; whereas MSLO individuals prefer social experience choice options over social status choice options. Moreover, these effects are more pronounced among MSS individuals high in independent self-construal, and MSLO individuals high in interdependent self-construal. This research contributes to the mortality salience literature by proposing a new mediating mechanism based on need salience which predicts the divergent effects of MSS and MSLO on type of choice, and identifying two new moderating variables, namely independent self-construal and interdependent self-construal which can modify the effect of MSS versus MSLO on type of choice.
The purpose of this research is to establish whether academics and practitioners are similar in their perceptions of what Integrated Marketing Communications (IMC) is and the role it has to play in ...today's dynamic landscape. This objective is achieved first by examining the IMC literature to establish the main themes that underpin the construct and to identify the topics that have been most discussed over the past 10 years. These findings are then utilised to perform a content analysis of 10 essays that were published by Campaign magazine in December 2010 by high-profile practitioners under the heading of 'What's Next in Integration'. The findings indicate that there are differences in the perception of academics and practitioners on IMC, mainly in the area of internal audiences and its strategic role within an organisation. These findings are of interest to academics, clients, and agencies, as these areas of misunderstanding may be acting as a barrier to IMC implementation. This research identifies significant differences in how IMC is perceived by academics and practitioners in the advertising industry. This identification is important because organisations can only benefit from IMC fully if there is a common understanding across clients, agencies, and academics of what it is and how it works. Misunderstandings can create barriers to full implementation, and it is the responsibility of the industry as a whole to address this and enable meaningful dialogue to take place and progress to be made.
This article proposes a novel approach to measuring the Integrated Marketing Communications (IMC) effectiveness of a company and its competitors. With the four IMC pillars (with regard to ...customer-centric approaches, channels, content and measurable results) as a background, a list of existing tools about measuring marketing communications is assessed. This yields the result that there is no tool that satisfies the criteria that define the modern paradigm of IMC. A model for measuring IMC effectiveness that aims at closing this gap is developed and proved viable for practical use. An empirical study based on this model delivers clear results on marketing communications efforts at the banking sector.
Cash or cashless? Dinh, Van Son; Nguyen, Hoang Viet; Nguyen, The Ninh
Strategic direction (Bradford, England),
2018, Letnik:
34, Številka:
1
Journal Article
Recenzirano
Purpose
This paper aims to investigate the factors which influence consumer adoption of mobile payments. It also proposes strategic initiatives including integrated marketing communications to ...enhance and promote consumer adoption of such a mode of payments.
Design/methodology/approach
This paper focuses on the case of an emerging economy, Vietnam.
Findings
The key motivators of using mobile payment services include perceived usefulness, convenience, promotional offers, and social approval. In contrast, major barriers to consumer adoption of this mode of payment are lack of trust, limited opportunities for usage, complexity, and habits associated with cash payment.
Practical implications
Mobile payment service providers and their partners should make every effort to improve their consumers’ experience. Their marketing communication strategies should incorporate various consumer contact points such as the internet, social media, point-of-purchase communications, TV commercials, and product placement and endorsement.
Originality/value
This paper is among the first of its kind which provides insights on consumer adoption of mobile payments in Vietnam. Hence, it would be of interest to consumers and also to key stakeholders such as mobile payment providers, financial institutions, retailers, telecommunication companies, and policymakers.
In order to influence consumers to buy products, company has to figure out how and where to present them, i.e., it is necessary to make decisions about which marketing communication instruments to ...use to refer them. What is needed is to provide consumers sufficient information to identify the brand in a given product category at the moment of purchase decision, because consumers, before opting for a particular product, go through various stages. Company can apply different marketing communication instruments, but needs to co-ordinate them to send consumers a clear and consistent promotional message. Whether company has implemented marketing communications successfully can be seen from different indicators, from economic to communication, that is, from increasing sales to a positive image. It is very important for a company to measure the effects of implemented marketing communication, because it helps in making the right decisions in the future and obtaining as many regular customers. One of the main goals of the company is positive and clear image that can be achieved through the instruments of marketing communication. Company can measure its image by applying semantic differential, which can help in obtaining a picture that consumers have about the company and its products. Its usage can be of the great importance for entrepreneurs, as well.
Purpose
Consumer discourse is a narrative of generically (in)formed, goal‐directed activity. If research interprets such practice, it is often deemed to draw upon phenomenology. Returning to the ...philosophers (Gadamer, Heidegger, Merleau‐Ponty and Ricoeur) who shaped phenomenology, the purpose of this paper is to argue that consumer studies should further cultivate their important insight – that action (particularly perceiving) is structured temporally as always already realising our pre‐given meaning. Entities are
prima facie
experienced as “ready‐to‐hand” “equipment” enabling “potentiality‐for‐being”. Hermeneutic phenomenology is thus a philosophical resource offering appropriate spatio‐temporal images for people responding to media marketing's branded life‐styles.
Design/methodology/approach
Drawing upon authoritative academic resources, the paper proceeds from philosophical definition to resulting analytical methods in marketing research, using a brief Malaysian case study as an example. Philosophically, phenomenology's core perception is of persons as located in a life‐world of socially shared concepts whose employment/ emplotment is said to “fore‐structure” (Heidegger) their understanding, shaping their “projections” (Gadamer) or expectation of events. Phenomenology posits one engages in a “hermeneutic circle of understanding” – aiming at resolving contradiction between such “fore‐sight” and our subsequent perceptions of events. Consumers thematise “pre‐understood” experience in articulating their storied accounts.
Findings
Drawing on phenomenology's account of perceiving, the paper suggests qualitative marketing research unpacks consumers' generic expectation of branding narrative as equipment enabling potentiality‐for‐being, regarding narrative as addressing assumed audience expectation.
Originality/value
The paper provides a conceptual route through phenomenology's application to marketing communication research practice.
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