VISUAL PERCEPTION MODEL FOR ONLINE TARGET MARKETING

A lot of studies in the information systems, advertising, and marketing literature have shown that for the past two decades online banner ad click-through rate is decreasing steadily (Idemudia et al. 2007). To address this issue, we develop the Visual Perception Model (VP) for Online Target marketing and then conducted an experiment by manipulating the independent variables (i.e. perceived security of online banner ads and match between web user’s need and banner ad contents). The theoretical background for the VP Model is the Visual Perception Theories. The VP Model shows that perceived usefulness of online banner ads have a positive and significant effect on the intention to click online banner ads. Also, the VP Model shows that both perceived security of online banner ads and match between web user’s need and banner ad contents has a positive and significant effects on perceived usefulness of online banner ads. The result provides support for the visual perception theories

Surf Portugal - redefining the business strategy using the value creation wheel framework

CEMSThe aim of the Work Project is to provide an in-depth analysis of the challenges SURF Portugal - Portugal’s leading surf publication, is currently faced with, and to offer a series of recommendations to enable the company achieve a stable financial situation and sustainable growth in the long-run. The Work Project will initially explore the external and internal drivers of the company’s declining profitability, followed by a detailed description of the process employed together with the company’s key decision-makers in pursuance of developing relevant, practical recommendations. The framework utilised is the Value Creation Wheel advanced by Prof. Luis Filipe Lages. Lastly, the Work Project will set forth a series of personal insights and reflections with regards to the Project and the author’s contribution towards its completion

Measurement of direct response advertising in the financial services industry : a new metrics model

Direct response advertising in the financial services industry in South Africa has become one of the most important tactics companies utilise to build and maintain market share. Ensuring that these advertising campaigns yield optimal return on investment numbers is the responsibility of marketing departments and their partners in the marketing and sales processes, such as the creative and media agencies, the distribution force, as well as the client service area that supports the client value proposition. The marketing executive therefore is accountable for the planning, budgeting and execution of direct response campaigns, which need to deliver sufficient results to support the company’s overall business objectives. The challenge all marketers face is the lack of a proven structured and scientific methodology to facilitate this planning, budgeting and execution process. It has always been a general view in the marketing fraternity that it is extremely difficult if not impossible to combine creative output measures, which are subjective in nature, with cost, sales and profit measures, which are objective in nature. This study aims to create a structured approach to marketing strategising and planning, by creating a marketing metrics model that enables the marketing practitioner to budget according to output needed to achieve the overarching business objectives of sales, cost management and profit. This marketing metrics model therefore unpacks the business drivers in detail, but through a marketing effort lense, to link the various factors underlying successful marketing output, to the bigger business objectives. This is done by incorporating both objective (verifiable data, such as cost per sale) and subjective variables (qualitative factors, such as creative quality) into a single model, which enables the marketing practitioner to identify areas of underperformance, which can then be managed, tweaked or discontinued in order to optimise marketing return on investment. Although many marketing metrics models and variables exist, there is a gap in the combination of objective and subjective factors in a single model, such as the proposed model, which will give the marketer a single tool to plan, analyse and manage the output in relation to pre-determined performance benchmarks.Business ManagementDCOM (Business Management

Commercial communication in the digital age : information or disinformation?

In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities topublish, get informed or communicate – to “co-create” –, and toreach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questionsand related issues

Unlocking digital competition, Report of the Digital Competition Expert Panel

This is the final report of the Digital Competition Expert Panel. Appointed by the Chancellor in 2018, and chaired by former Chief Economist to President Obama, Professor Jason Furman, the Panel makes recommendations for changes to the UK’s competition framework that are needed to face the economic challenges posed by digital markets, in the UK and internationally. Their report recommends updating the rules governing merger and antitrust enforcement, as well as proposing a bold set of pro-competition measures to open up digital markets

Online cause-related marketing: the impact of donation amount and congruence on consumers’ response.

Cause-related marketing (CRM) is an increasingly popular corporate tactic, used to achieve sales promotion objective while supporting social causes. Originally, it was practised offline, and academic research on CRM has focused on that context (Ha 2008; Segev et al. 2014). However, the online medium presents unique characteristics, such as interactivity and global access, which influence marketing. Advances in digital technology and e-commerce innovations enable online marketers to target charity site visitors with their products through affiliated cause marketing (ACM) and cause- sponsorship (CS) advertisement tactics which are forms of online CRM. Typically, firms communicate an offer through an explicit donation to the charity in question, contingent on purchases made via a banner advertisement linked from the brand’s site (ACM ad format), or make a declaration of the brand's association with the charity (CS ad format). In light of this, this study investigates the impact of the main design features of the two typical forms of advertisers’ banner advert on charity websites by asking: I. Whether and how the donation amount in an ACM ad format influences consumers’ response regarding purchase intention. II. Whether and how the ad context congruence in a CS ad format influences consumers’ response regarding purchase intention. III. Do consumers respond more positively towards an ACM ad than a CS ad regarding attitudes and purchase intentions? The study uses a web-based experimental-survey design, with 538 UK national representative panel participants to generate field data. It examines this data using ANOVA and structural equation modelling (SEM) techniques. The main findings: i) support the hypothesised positive direct effects of donation amount (with respect to ACM ad format) and ad-context congruence (with respect to CS adformat) on consumers’ purchase intention; ii) the media effect in CRM demonstrates the serial mediating roles of ‘attitudes towards the ad’ and ‘perceived CSR motive of firm’ of the donation amount-purchase intention link, while ‘attitudes towards the ad’ mediates the ad-context congruence and purchase intention link; iii) charity cause involvement moderates the positive link of ad-context congruence to purchase intention; iv) attitude towards CS is found to be stronger than ACM with small donation; and iv) purchase intention towards the ACM ad formats is stronger than towards the CS ad format. The study makes theoretical and practical contributions by identifying composite models of consumers’ response towards ACM and CS tactics, with more favourable purchase intention towards ACM than CS

The ecology of organizational forms in local and regional food systems: exploring the scaling-up challenge via a species concept

Includes vita.Over the past 30 years, Western nations have developed alternative systems for exchanging agrofood products which incorporate social values into the transactional environment. These systems are comprised of many different exchange relationships, structured to transmit information about social values and attach credence attributes to the products. New organizational forms, institutions, and networks arise to achieve the values demanded by the underlying social movement. One movement centers on the social value of a commitment to place. It seeks to create relocalized and socially embedded means of exchange. Policy initiatives have responded, making investments in local and regional food systems. The primary challenge faced by these initiatives: how to increase the of scale while maintaining the value premiums associated with the movement's objectives. I view these complex networks as ecologies and seek to understand how different organizational forms interact to scale-up LRFSs. I make three crucial developments: (1) a framework to define LRFSs; (2) a model on the metaphysics of social objects and their kinds; and (3) an Organizational Species Concept to consistently identify organizational forms. Together these developments enable an ecological approach by providing a means of identifying distinct organizational populations. I apply my OSC to the case of food hubs – coordinating intermediaries identified as a key for increased scale. This yields six "species". I find that each fills a different functional role and contributes differently to scaling-up LRFSs. I highlight how this is helpful for targeted policymaking.Includes bibliographical references (pages 286-301

Introduction to the Volume on Digital Media, Youth, and Credibility

This chapter argues that understanding credibility is particularly complex -- and consequential -- in the digital media environment, especially for youth audiences, who have both advantages and disadvantages due to their relationship with contemporary technologies and their life experience. The chapter explains what is, and what is not, new about credibility in the context of digital media and discusses the major thrusts of current credibility concerns for scholars, educators, and youth