67,524 research outputs found
Competitive Target Advertising and Consumer Data Sharing
Advances in information technologies enable firms to collect detailed consumer data and target individual consumers with tailored ads. Consumer data are among the most valuable assets that firms own. An interesting phenomenon is that competing firms often trade their consumer data with each other. Based on a common-value all-pay auction framework, this paper studies the advertising competition between two firms that target the same consumer but are asymmetrically informed about the consumer value. We characterize firms' equilibrium competition strategies. The results show that better consumer information does not help the better-informed firm save the advertising expenditure but does enable it to reap a higher expected profit in competition. Sharing individual-level consumer data may soften the competition even though firms compete head-to-head for the same consumer. We also find that the better-informed firm may sell its data to its competitor but never voluntarily shares it with its competitor
The Web 2.0 as Marketing Tool: Opportunities for SMEs
The new generation of Internet applications widely known as Social Media or Web 2.0 offers corporations a whole range of opportunities for improving their marketing efficiency and internal operations. Web 2.0 applications have already become part of the daily life of an increasing number of consumers who regard them as prime channels of communication, information exchange, sharing of expertise, dissemination of individual creativity and entertainment. Web logs, podcasts, online forums and social networks are rapidly becoming major sources of customer information and influence while the effectiveness of traditional mass media is rapidly decreasing. Using the social media as a marketing tool is an issue attracting increasing attention. The hitherto experience is that large public corporations are more likely to make use of such instruments as part of their marketing and internal operations (McKinsey, 2007).The paper defines the Web 2.0 phenomenon and based on the experience of large corporations examines how SMEs could engage the various Web 2.0 instruments in order to efficiently market their products, improve customer relations, increase customer retention and enhance internal operations
CHORUS Deliverable 3.4: Vision Document
The goal of the CHORUS Vision Document is to create a high level vision on audio-visual search engines in order to give guidance to the future R&D work in this area and to highlight trends and challenges in this domain. The vision of CHORUS is strongly connected to the CHORUS Roadmap Document (D2.3). A concise document integrating the outcomes of the two deliverables will be prepared for the end of the project (NEM Summit)
Managing global expansion of media products and brands: A case study of FHM
By focusing on the case study of For Him Magazine (FHM)—a magazine that currently sells in 30 editions across 5 continents—this article explores the economics and main managerial challenges associated with global expansion of media products. The success of FHM demonstrates that, to calculate the full returns available from the brand image created by a magazine title, publishers will take into account not only opportunities for domestic and international exploitation of the magazine, but also the potential to extend the brand across additional media platforms and additional complementary product markets. This study focuses on how global expansion of FHM has been managed
The Role of the Mangement Sciences in Research on Personalization
We present a review of research studies that deal with personalization. We synthesize current knowledge about these areas, and identify issues that we envision will be of interest to researchers working in the management sciences. We take an interdisciplinary approach that spans the areas of economics, marketing, information technology, and operations. We present an overarching framework for personalization that allows us to identify key players in the personalization process, as well as, the key stages of personalization. The framework enables us to examine the strategic role of personalization in the interactions between a firm and other key players in the firm's value system. We review extant literature in the strategic behavior of firms, and discuss opportunities for analytical and empirical research in this regard. Next, we examine how a firm can learn a customer's preferences, which is one of the key components of the personalization process. We use a utility-based approach to formalize such preference functions, and to understand how these preference functions could be learnt based on a customer's interactions with a firm. We identify well-established techniques in management sciences that can be gainfully employed in future research on personalization.CRM, Persoanlization, Marketing, e-commerce,
Inefficiencies in Digital Advertising Markets
Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research
Product Differentiation Costs and Global Competition
The growing competitive intensity on the markets determines the emergence of
competition costs that are expressed at a corporate level and have implicit
repercussions for the supply system. This type of costs makes it possible to identify
a close link between competition costs and supply differentiation costs.
Classification by competitive intensity presupposes that the analysis performed
identifies the classification of company costs as the discriminating element, in
terms of the competitive pressure of the context in which the firm operates.
The emergence of competition costs is linked to an attempt to squeeze them as an
aspect of vertical, or more specifically, horizontal cooperation strategies.Product Differentiation; Differentiation Costs; Over-Supply; Global Competition; Marketing; Market-Driven Management; Global Corporations; Global Markets DOI:http://dx.doi.org/10.4468/2005.1.06garbelli
Comunicación publicitaria: construcción de potencial de significado a través de la gramática disyuntiva
Communication through language, irrespective of the model of its structure and deployment, entails the making of meanings. The ways that advertisers produce meaning through disjunctive grammar is the concern of this study. Thus, the analysis considered twelve advertisements for examination for meaning deductions. The Hallidayan ‘below the clause’ was the conceptual facilitator of meanings in texts. With the application of technological tools of the table and graph, the study drew a conclusion that nominal group (NG) is the most employed device to fascinate readers to consumption. Having observed that advertisers utilize health matters, beliefs and values, monetary gifts, contents of commodities, etc. to persuade consumers, the study suggests that advertisements could assist in revealing the true contents of the advertised products for proper decision making on the products to patronize. Such behavior could also sensitize the public from being recalcitrant to reading advertising artifacts which is a gain to advertisers themselves. Qualquer que seja o modelo que guie sua estrutura e desenvolvimento, a comunicação por meio da linguagem implica a criação de significados. Os publicistas parecem entender que a criação de significado na comunicação com o público-alvo não precisa depender da cláusula ou da oração. As produções de significado podem ser mordazes e com estruturas fragmentadas; com isso, o estudo que deu origem ao presente artigo interessou-se pela forma como os especialistas em publicidade produzem significado por meio da gramática disjuntiva. Analisaram-se doze anúncios de bebidas e telecomunicações, a fim de explicar os significados. O conceito de “cláusula dependente”, estabelecido por Halliday, foi o facilitador conceitual dos significados nos textos. O uso de ferramentas tecnológicas como tabelas e gráficos ajudou a calcular as frequências das instalações disjuntivas dos textos. Chegou-se à conclusão de que a frase nominal é o dispositivo mais empregado para interessar os leitores no consumo. Tendo-se observado que os anunciantes utilizavam assuntos de saúde, crenças e valores, presentes monetários, conteúdos de produtos básicos, globalização etc. para persuadir os consumidores, o estudo sugeriu que os anúncios poderiam seguir empregando construções com signos de pontuação para revelar os verdadeiros conteúdos dos produtos anunciados, de tal forma que tomassem as decisões adequadas ao favorecê-los. Tal comportamento de implantação disjuntiva também poderia levar o público a ler materiais publicitários no lugar de recusá-los, portanto, de uma maneira ou de outra, convencer o público é o objetivo real da persuasão na publicidade.Cualquiera que sea el modelo que guíe su estructura y desarrollo, la comunicación a través del lenguaje implica la creación de significados. Los publicistas parecen entender que la creación de significado en la comunicación con el público objetivo no necesita depender de la cláusula o dea la oración. Las producciones de significado pueden ser mordaces y con estructuras fragmentadas; con esto, el estudio que dio origen al presente artículo se interesó por la forma en que los expertos en publicidad producen significado a través de la gramática disyuntiva. Se analizaron doce anuncios de bebidas y telecomunicaciones, en aras de explicar los significados. El concepto de “debajo de la cláusula”, acuñado por Halliday, fue el facilitador conceptual de los significados en los textos. El uso de herramientas tecnológicas como tablas y gráficos ayudó a calcular las frecuencias de las instalaciones disyuntivas de los textos. Se llegó a la conclusión de que la frase nominal es el dispositivo más empleado para interesar a los lectores en el consumo. Habiéndose observado que los anunciantes utilizaban asuntos de salud, creencias y valores, regalos monetarios, contenidos de productos básicos, globalización, etc. para persuadir a los consumidores, el estudio sugirió que los anuncios podrían seguir empleando construcciones con signos de puntuación para revelar los verdaderos contenidos de los productos anunciados, de tal forma que se tomaran las decisiones adecuadas al favorecerlos. Tal comportamiento de despliegue disyuntivo también podría llevar al público a leer materiales publicitarios en lugar de rechazarlos, en tanto que, de una manera u otra, convencer al público es el objetivo real de la persuasión en la publicidad.https://revistas.udem.edu.co/index.php/anagramas/article/view/215
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