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Integrated Marketing Communications
Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion. MC are made up of the marketing mix which is made up of the 4P's: Price, Promotion, Place and Product, for a business selling goods, and made up of 7P's: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business. Overview Marketing communications include advertising, promotions, sales, branding, campaigns, events, and online promotions. The process allows the public to know or underst ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency (such as the Agricultural Marketing Se ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Transactional Comm Model
Transaction or transactional may refer to: Commerce *Financial transaction, an agreement, communication, or movement carried out between a buyer and a seller to exchange an asset for payment *Debits and credits in a Double-entry bookkeeping system * Electronic funds transfer, the electronic exchange or transfer of money from one account to another * Real estate transaction, the process whereby rights in a unit of property is transferred between two or more parties * Transaction cost, a cost incurred in making an economic exchange * Transactional law, the practice of law concerning business and commerce Computing * Transaction processing, information processing that is divided into individual, indivisible operations * Database transaction, a unit of work performed within a database management system * Atomic transaction, a series of database operations such that either all occur, or nothing occurs Other uses *Transactions, the published proceedings of a learned society: ** *Tra ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
UTM Parameters
Urchin Tracking Module (UTM) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics' predecessor Urchin and, consequently, are supported out-of-the-box by Google Analytics. The UTM parameters in a URL identify the campaign that refers traffic to a specific website, and attributes the browser's website session and the sessions after that until the campaign attribution window expires to it. The parameters can be parsed by analytics tools and used to populate reports. This example URL has four of the five UTM parameters highlighted: : https://www.example.com/page?utm_content=buffercf3b2&utm_medium=social&utm_source=snapchat.com&utm_campaign=buffer Use UTM parameters in a URL identify the marketing campaign that refers traffic to a specific website. To define and append the relevant UTM parameters to the appropriate URLs, ma ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Influencer Marketing
Influencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone (or something) with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat or other online channels. Influencer marketing is when a brand enrolls influencers who have an established credibility and audience on social media platforms to discuss or mention the brand in a social media post. Influencer content may be framed as testimonial advertising. Social influence Most discussions of social influence focus on social persuasion and compliance. In the context of influencer marketing, influence is less about arguing for a point of view or product tha ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Platform
Platform may refer to: Technology * Computing platform, a framework on which applications may be run * Platform game, a genre of video games * Car platform, a set of components shared by several vehicle models * Weapons platform, a system or structure that carries weapons * Web platform * Platform economy (or Platform capitalism, Platformization), a structure of internet business Physical objects and features * Carbonate platform, a type of sedimentary body * Cargo platform, a pallet used to ship cargo and heavy machines by forklift or manual lift * Diving platform, used in diving * Jumping platform, naturally occurring platforms, or platforms made in an ''ad hoc'' way for cliff jumping * Oil platform, a structure built for oil production * Platform, a component of scaffolding * Platform (geology), the part of a continental craton that is covered by sedimentary rocks * Platform (shopping center) in Culver City, Greater Los Angeles, California * Theatre platfor ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Audience Fragmentation
Audience fragmentation describes the extent to which audiences are distributed across media offerings. Traditional outlets, such as broadcast networks, have long feared that technological and regulatory changes would increase competition and erode their audiences. Social scientists have been concerned about the loss of a common cultural forum and rise of extremist media. Hence, many representations of fragmentation have focused on media outlets as the unit of analysis and reported the status of their audiences. But fragmentation can also be conceptualized at the level of individuals and audiences, revealing different features of the phenomenon. Webster and Ksiazek have argued there are three types of fragmentation: media-centric, user-centric, and audience-centric Media-centric fragmentation The diffusion of audiences across outlets has been most pronounced in electronic media. Initially, a limited number of broadcast channels, in both commercial and state-owned systems, domi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Printed Media
Publishing is the activity of making information, literature, music, software and other content available to the public for sale or for free. Traditionally, the term refers to the creation and distribution of printed works, such as books, newspapers, and magazines. With the advent of digital information systems, the scope has expanded to include electronic publishing such as ebooks, academic journals, micropublishing, websites, blogs, video game publishing, and the like. Publishing may produce private, club, commons or public goods and may be conducted as a commercial, public, social or community activity. The commercial publishing industry ranges from large multinational conglomerates such as Bertelsmann, RELX, Pearson and Thomson Reuters to thousands of small independents. It has various divisions such as trade/retail publishing of fiction and non-fiction, educational publishing (k-12) and academic and scientific publishing. Publishing is also undertaken by governme ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Mass Media
Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. Broadcast media transmit information electronically via media such as films, radio, recorded music, or television. Digital media comprises both Internet and mobile mass communication. Internet media comprise such services as email, social media sites, websites, and Internet-based radio and television. Many other mass media outlets have an additional presence on the web, by such means as linking to or running TV ads online, or distributing QR codes in outdoor or print media to direct mobile users to a website. In this way, they can use the easy accessibility and outreach capabilities the Internet affords, as thereby easily broadcast information throughout many different regions of the world simultaneously and cost-efficiently. Outdoor media transmit information via such ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Opinion Former
An opinion is a judgment, viewpoint, or statement that is not conclusive, rather than facts, which are true statements. Definition A given opinion may deal with subjective matters in which there is no conclusive finding, or it may deal with facts which are sought to be disputed by the logical fallacy that one is entitled to their opinions. Distinguishing fact from opinion is that facts are verifiable, i.e. can be agreed to by the consensus of experts. An example is: "United States of America was involved in the Vietnam War," versus "United States of America was right to get involved in the Vietnam War". An opinion may be supported by facts and principles, in which case it becomes an argument. Different people may draw opposing conclusions (opinions) even if they agree on the same set of facts. Opinions rarely change without new arguments being presented. It can be reasoned that one opinion is better supported by the facts than another, by analyzing the supporting argumen ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Opinion Leader
Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically opinion leaders are held in high esteem by those who accept their opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. Significant developers of the opinion leader concept have been Robert K. Merton, C. Wright Mills and Bernard Berelson. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products. Opinion leaders play an important role in information flow, because we tend to seek advice from others in the social environment. Information from the mass media does not directly flow to the target audiences, but through a mediation process, in which influential people digest the information and spread it to the public. Opinion leaders have certain characteristics that make them influential in the decision- ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Nike, Inc
Nike, Inc. ( or ) is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world's largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$37.4 billion in its fiscal year 2020 (ending May 31, 2020). As of 2020, it employed 76,700 people worldwide. In 2020, the brand alone was valued in excess of $32 billion, making it the most valuable brand among sports businesses. Previously, in 2017, the Nike brand was valued at $29.6 billion. Nike ranked 89th in the 2018 Fortune 500 list of the largest United States corporations by total revenue. The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 3 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Code
In communications and information processing, code is a system of rules to convert information—such as a letter, word, sound, image, or gesture—into another form, sometimes shortened or secret, for communication through a communication channel or storage in a storage medium. An early example is an invention of language, which enabled a person, through speech, to communicate what they thought, saw, heard, or felt to others. But speech limits the range of communication to the distance a voice can carry and limits the audience to those present when the speech is uttered. The invention of writing, which converted spoken language into visual symbols, extended the range of communication across space and time. The process of encoding converts information from a source into symbols for communication or storage. Decoding is the reverse process, converting code symbols back into a form that the recipient understands, such as English or/and Spanish. One reason for coding ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
