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This document discusses several societal impacts of marketing communications. It argues that marketing can distort natural competition through high barriers to entry, acquisitions of competitors, and political influence. It also claims that marketing can lead to inflated prices, deception of consumers, pressure selling techniques, unsafe products, planned obsolescence, and disadvantages lower-income consumers. The document advocates for more sustainable marketing focused on real consumer benefits through honest and complete communication.
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Social media can be an effective tool for social good if used strategically. While consumers place more trust in friends' recommendations over advertising, information on social media must be properly aggregated and ensure user privacy. Effective social media engagement includes meeting audiences on their preferred networks, participating in conversations without policing, and focusing on self-help through applications, pages, and groups. Evaluation of social media efforts is challenging as outcomes are difficult to measure and isolate from other simultaneous media usage.
Social Marketing Workshop - Part 2
Workshop on planning social marketing campaigns, using the Total Process Planning Model from the National Social Marketing Centre
Social Networks Optimisation / Social Media Content Creation for Sports
Slides from a workshop with Pro-Active London on using Social Media Optimisation and creating Social Media content for sports marketing
Web20growth German
Presentation about web 2.0 trends in German - given at the Hugin/Thomson-Reuters PR Forum
Health & Social Marketing Workshop 1
Day 1 of the Workshop material on Health & Social Marketing at Middlesex University Business School, London
Turning the Table on Turnitin
The document reports on a study that surveyed business students on their perspectives of using Turnitin, a plagiarism detection software. Most students found Turnitin easy to use and a convenient way to submit assignments electronically. However, some students expressed lack of confidence in their referencing skills and anxiety about originality reports. The study suggests Turnitin could help engage students more in learning proper citation techniques to address uncertainties rather than treating plagiarism as criminal behavior.
Sales Promotions 3
The document discusses different types of research into sales promotions, including academic and practitioner research. [1] Academic research includes fundamental, exploratory, comparative, and explanatory studies that look at the reasons for and impact of sales promotions. [2] Practitioner research focuses on immediate results, is driven by profit goals, and uses market data and evaluations to answer specific questions and predict outcomes. [3] The document also discusses how to effectively integrate sales promotions with other marketing communications like advertising in a strategic way to achieve sales and brand goals.
Sales Promotions
The document discusses different types of sales promotions, including consumer promotions, retailer promotions, and trade promotions. It describes common objectives for promotions such as increasing trial, repeat purchases, and loyalty. It also outlines different promotional mechanics like money-based promotions using coupons or rebates, product-based promotions giving extra product or samples, and store-based promotions with in-store discounts or displays. Finally, it encourages thinking creatively about matching promotional objectives and mechanics to different target audiences.
Sales Promotions 2
This document discusses key considerations for implementing a successful sales promotion campaign, including:
1) Estimating budgets by calculating opportunity to apply (OTA), redemption rates, and costs per pack. Getting the budget wrong can be risky.
2) Developing a structured planning process using SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) to set KPIs, potential solutions, and operational plans.
3) Understanding important legal aspects like the UK Advertising Codes, ensuring promotions are legal, decent, honest and don't mislead or take advantage of children. Regulations vary significantly in other countries.
PR Research
The document discusses different types of public relations (PR) research, including academic, practitioner, topic-driven, effectiveness, and applied research. It also covers various models and frameworks for evaluating PR programs and campaigns, including levels of measurement (output, outtakes, outcomes), types of metrics (awareness, comprehension, attitude/opinion change), and the importance of using scientific data collection methods in evaluation.
Budgeting In Public Relations
This document outlines a marketing plan for Apple to promote the iMac as the center of the digital lifestyle. The plan includes strategies like participation in exhibitions focused on music, video, and photography; feature articles and contests showcasing work created on Macs; roadshows centered around music festivals; cooperation with TV shows; local workshops on digital photography; and school workshops before students go to university. Evaluation will be done through participant questionnaires, pre- and post-polls, and sales figures in areas with seminars.
Introduction to PR
This document provides information about seminars, lectures, readings, and assessments for an Introduction to PR course. It lists the days and times seminars are available for booking online or by email. It also provides details on where to access lecture notes online and recommended readings available in the campus library. There is information on assessments which include a group presentation, individual assignment, and written exam. The document concludes by defining public relations and contrasting it to marketing and advertising, emphasizing building trust and good relations.
CSR & Community Relations
The document discusses the importance of corporate social responsibility and community relations. It outlines different levels of social responsibility from basic legal compliance to helping alleviate societal issues. Examples are given of companies committed to environmental and social causes. Suggestions are provided for how companies can be good corporate citizens through internal policies and external community support initiatives like donating facilities/equipment, training programs, open days, and sponsorship of local education, arts, charities and community events. Building good community relations benefits the local community, employees, and company through improved public image, recruitment opportunities and local goodwill.
International Public Relations
International PR faces both technical/practical constraints as well as cultural constraints in developing countries. The media environment and how publics use media can be very different than in developed countries. Messages need to be adapted for local publics and frameworks for interpretation may differ greatly. Culture heavily influences communication and cultural differences must be taken into account at different levels of the communication process to ensure messages are culturally adequate.
4007 Cb 1
Consumer behavior is the study of how individuals, groups, and organizations select, purchase, use, and dispose of products and services. It involves internal factors like personality, values, and attitudes and external factors like culture, family, brands, and marketing. The consumer decision process includes stages like need recognition, information search, evaluation of alternatives, purchase, consumption, and disposal. Researchers study consumer behavior through various methods like surveys, interviews, observations, and experiments to understand influences on consumer attitudes and decisions.
Mkt4025 10
1. The document discusses various psychological concepts related to reactance, avoidance, and scarcity. It describes how reactance is a state of emotional reaction to perceived restrictions on freedom or choice.
2. Experiments are described that show how introducing or removing choice can impact how people value options. Restricting access to something can paradoxically increase how much people want it due to reactance.
3. Different strategies are proposed for dealing with reactance, such as acknowledging resistance, explaining restrictions, using fear appeals combined with efficacy messages, and giving choices to reduce reactance.
Mkt4007 10
Market segmentation involves dividing a market into distinct groups that require separate products or marketing strategies. It aims to improve competitive positioning, minimize cannibalization, identify new product opportunities, and find new customers. Effective segments are homogeneous within the segment, heterogeneous between segments, substantial, accessible, differentiable, and actionable. Markets can be segmented by consumer characteristics like demographics, behaviors, and psychographics. Positioning involves designing an image and value proposition so customers understand a company's offering relative to competitors. It is done through competitive, consumer, and message-based positioning strategies. Proper targeting and positioning using segmentation tools is an art that requires deep consumer insights to avoid issues like underpositioning or confusion.
Mkt4025 W7
This document discusses several theories of social influence on health behavior, including psychoanalytic, behaviorist, and social learning perspectives. It outlines concepts like classical conditioning, reinforcement, and observational learning. A key point is that reinforcement can occur through vicarious expectations rather than direct experience alone. Social learning theory emphasizes reciprocal determinism between personal factors, environment, and behavior. Models like Bandura showed learning occurs through observation of others, not just trial and error. Both social approval and personal factors influence health behaviors.
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Mobile Applications for Healthier Lifestyles: Not quite playing the game?
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Do elements of globalization, such as Foreign Direct Investment (FDI), negatively affect the ability of countries in the Global South to preserve their culture? This research aims to answer this question by employing a cross-sectional comparative case study analysis utilizing methods of difference. Thailand and Cambodia are compared as they are in the same region and have a similar culture. The metric of difference between Thailand and Cambodia is their ability to preserve their culture. This ability is operationalized by their respective attitudes towards FDI; Thailand imposes stringent regulations and limitations on FDI while Cambodia does not hesitate to accept most FDI and imposes fewer limitations. The evidence from this study suggests that FDI from globally influential countries with high gross domestic products (GDPs) (e.g. China, U.S.) challenges the ability of countries with lower GDPs (e.g. Cambodia) to protect their culture. Furthermore, the ability, or lack thereof, of the receiving countries to protect their culture is amplified by the existence and implementation of restrictive FDI policies imposed by their governments.
My study abroad in Bali, Indonesia, inspired this research topic as I noticed how globalization is changing the culture of its people. I learned their language and way of life which helped me understand the beauty and importance of cultural preservation. I believe we could all benefit from learning new perspectives as they could help us ideate solutions to contemporary issues and empathize with others.
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Independent Study - College of Wooster Research (2023-2024) FDI, Culture, Glo...
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"Does Foreign Direct Investment Negatively Affect Preservation of Culture in the Global South? Case Studies in Thailand and Cambodia."
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Does teamwork really matter? Looking beyond the job posting to understand lab...
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Vicinity Jobs’ data includes more than three million 2023 OJPs and thousands of skills. Most skills appear in less than 0.02% of job postings, so most postings rely on a small subset of commonly used terms, like teamwork.
Laura Adkins-Hackett, Economist, LMIC, and Sukriti Trehan, Data Scientist, LMIC, presented their research exploring trends in the skills listed in OJPs to develop a deeper understanding of in-demand skills. This research project uses pointwise mutual information and other methods to extract more information about common skills from the relationships between skills, occupations and regions.Who Is Abhay Bhutada, MD of Poonawalla Fincorp
Abhay Bhutada, the Managing Director of Poonawalla Fincorp Limited, is an accomplished leader with over 15 years of experience in commercial and retail lending. A Qualified Chartered Accountant, he has been pivotal in leveraging technology to enhance financial services. Starting his career at Bank of India, he later founded TAB Capital Limited and co-founded Poonawalla Finance Private Limited, emphasizing digital lending. Under his leadership, Poonawalla Fincorp achieved a 'AAA' credit rating, integrating acquisitions and emphasizing corporate governance. Actively involved in industry forums and CSR initiatives, Abhay has been recognized with awards like "Young Entrepreneur of India 2017" and "40 under 40 Most Influential Leader for 2020-21." Personally, he values mindfulness, enjoys gardening, yoga, and sees every day as an opportunity for growth and improvement.
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