44 research outputs found

    The utilization of artificial intelligence in online advertising and its perceived effectiveness

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    This study explores the utilization of Artificial Intelligence in online advertising process and the impact of using AI each stage in that process with the overall perceived effectiveness. It also provides a better understanding of the magnitude of using AI in the four stages of advertising online: namely consumer insights, ad creation, media planning and buying, and finally ad evaluation. Process model of AI utilization in online advertising is the conceptual model of the study, which is developed from the previous literature. A triangulation methodology is implemented to enhance the credibility of the research study and leads to a more comprehensive understanding of the topic. Online survey is conducted with digital advertisers worldwide from both agency and client side. Nonrandom sampling (N=60) was implemented to test 5 constructs from the perspective of the respondents. Three in-depth interviews were also conducted before and after the online questionnaire to analyze the findings and results and demonstrate insights on the five proposed research questions. Findings of the study showed beyond doubt that AI is stepping strongly and progressively in the four stages of the data-based online advertising process. Moreover, it significantly showed that there is a relationship between AI utilization in each stage and the following one. Finally, results indicated that using AI in each advertising stage promotes the perceived effectiveness of the overall online ad process

    Marketing of Insurance Products in Kenya

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    The purpose of the study is to find out and improve on strategy used in the Marketing of Insurance Products in Kenya; Case of African Merchants Assurance Company Ltd (AMACO). AMACO is one of the 44 insurance firms in Kenya. Among others it is a local incorporated company, which makes a difference in that it is not one of the leading insurance firms in Kenya, which is held by such firms as British-American insurance company. The methodology used is quantitative, qualitative methods, interview and a comparison was made between AMACO and other insurance companies in Kenya, as to find out about the issues of the strategic implementation of the marketing of insurance products in Kenya. The study is based on the 4Ps, marketing mix, as a theoretical and strategic option of effective marketing. The study is focused at determining the specific marketing strategy of the marketing mix that Amaco uses to market their insurance products. The study does a comparison of various insurance firms, both local and international, operating in Kenya. It specifically focuses on Amaco, a firm with mission statement, objectives and based on implementation of the marketing mix strategy for marketing their products; price, place, product and promotion. The results of the study indicate aspects of marketing mix (Price, Place Promotion, and Product) are improved. Price is the main problem; Amaco will introduce strategies like instalment payments and adapting the new M-Kesho way of payment

    Risky Subjects, Subjects at Risk: HPV Vaccination and the Neoliberal Turn in Public Health

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    This thesis utilizes the example of Gardasil to better understand the dynamics of power at play in discourses of health in the United States, and to identify the neoliberal tenors of some contemporary public health strategies. A neoliberal turn in public health, while not all encompassing, has resulted in distorted and limited conceptions of health that rely on consumerism and notions of personal responsibility. With the example of Gardasil, Merck has deployed age-old tropes that pre-date, and are strengthened by, this neoliberal turn. These tropes--of women and girls as simultaneously at-risk and risky subjects, of young women\u27s bodies in need of state protection, and of immigrants as sources of contagion--strategically displace the focus from the actual risk factors and causes of HPV-related deaths in the U.S. and contribute to an understanding of health as a private issue, privileging consumerism over prevention, and profit over public health

    HOW TO SUCCEED IN SHANGHAI, CHINA : Case company: Marimekko Oy

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    Fashion industry has been developing so fast in recent years so that many fashion brands opened stores in China, especially in Shanghai which gathers a large number of fashion brands including domestic and international brands. Marimekko chose Shanghai as the first station for advancing in China. The purpose of this thesis is to analyze how to promote Marimekko and achieves its objective in Chinese market under facing the keen competition, especially in Shanghai segment. The main problem is to find out the most cost-efficient promotion methods to satisfy and affect consumers in order to penetrate Chinese market and earn more market shares. In order to reach this goal, the author presents an overview of consumer behavior, analyzes the communication environment, describes the four types of promotion strategy, and portrays how to manage promotion strategy. The author uses quantitative method to collect data via a questionnaire delivered to respondents by Internet. Then Excel is used to illustrate and analyze the data collected. Empirical findings show that the most popular promotion tools are advertising and sales promotion and the awareness of Marimekko in Shanghai is a little low. Based on the results, the author also gives some suggestions and an outlook for Marimekko

    Online advertising and Small and Medium Enterprises (SMEs) in Kuwait (2017)

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    Fecha de lectura de Tesis Doctoral: 1 de febrero 2019.Actualmente la publicidad online representa un interés prioritario para una gran cantidad de empresarios de pequeñas y medianas empresas (PYMES) en todo el mundo y, para lo que afecta a nuestro campo de estudio, en las PYMES kuwaitíes. Esta investigación tratará de describir la función y los efectos del marketing online a través de las principales plataformas digitales de la actualidad, en términos de éxito para el negocio de las empresas, pero también en relación con su impacto en la vida de las personas en Kuwait, país –por cierto- representativo y paradigmático del Oriente Próximo. Con este propósito, la investigación recoge información y describe el contexto de marketing en Kuwait a través de diversas metodologías. Entre ellas, el estudio incluye una serie de entrevistas con profesionales del marketing online, además de un cuestionario a empresarios que trabajan en este ámbito. Ambas metodologías ponen de manifiesto la importancia de la publicidad digital y su influencia como factor de cambio y expansión en las comunicaciones comerciales, también en este país de Oriente Próximo, aunque con sus especificidades derivadas de la cultura en la que se gestionan comercialmente las tecnologías y plataformas digitales

    Media And Information Literacy Curriculum For Teachers

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    Fulltext in: http://unesdoc.unesco.org/images/0019/001929/192971e.pd

    Marketing Decision Making and Decision Support: Challenges and Perspectives for Successful Marketing Management Support Systems

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    Marketing management support systems (MMSS) are computer-enabled devices that help marketers to make better decisions. Marketing processes can be quite complex, involving large numbers of variables and mostly outcomes are the results of the actions of many different stakeholders (e.g., the company itself, its customers, its competitors). Moreover, a large number of interdependencies exist between the relevant variables and the outcomes of marketing actions are subject to major uncertainties. Given the complexities of the market place, marketing management support systems are useful tools to help the marketing decision makers carry out their jobs. Marketing management support systems can only be effective when they are optimally geared towards their users. We, therefore, deal with decision making in marketing (which generates the need for marketing management support systems). We discuss how marketing decisions are made, how they should be made, and the relative roles of analytical versus intuitive cognitive processes in marketing decision-making. We also discuss the match between marketing problem-solving modes and the various types of marketing management support systems. Finally we discuss how the impact of MMSS can be improved. This is important, given the current under-utilization of MMSS in practice. We discuss the conditions for the successful implementation and effective use of marketing management support systems. The issue ends with a discussion of the opportunities and challenges for marketing management support systems as we foresee them

    The influence of marketing communications on the youth's adoption of m-payments in KwaZulu-Natal.

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    Doctoral Degree. University of KwaZulu-Natal, Durban.There has been poor subscription and usage of m-payments in the recent past in South Africa (RSA), especially with the failure of Vodacom M-Pesa and MTN Mobile Money. Presumably, this is attributed to a lack of knowledge on the functionality and benefits of such services and the fact that ‘cash is king’. This study places integrated marketing communications (IMC) at the centre of the adoption of m-payments, as it plays a key role in informing users on the effect of reducing user uncertainties and risks as knowledge structures are built. The study adopted a survey research design to determine the influence of IMC on the adoption and use of mpayments among the youth in KwaZulu-Natal. The questionnaire utilised in the study adopted scale items from constructs embedded within the Unified Technology Acceptance and Use Theory 2 (UTAUT2) and the communication performance construct, to obtain quantitative data. Quota sampling was used to draw a sample of 383 respondents from three institutions of higher learning located in the cities of Durban and Pietermaritzburg. With a 73% response rate, analysis of the gathered data was carried out using descriptive and inferential techniques. Hypotheses were tested using multiple linear regression, Student’s t Test, exploratory factor analysis, confirmatory factor analysis and structural equation modelling, so as to refine and develop a conceptual model. The structural model was found to have a good fit with all but two hypotheses-linked paths being statistically significant and hence supported. IMC measured in the form of communication performance was found to have a strong direct positive impact on the risk factors (functional risk, social influence, price value and facilitating conditions). Communication performance had the greatest positive impact on price value, suggesting that the youth are a rational user market segment with a need for utilitarian motivation within m-payment purchase or use situations, regardless of gender. This study explored the relationship between IMC and innovation adoption, thereby extending the body of knowledge in a multidisciplinary field of marketing and information technology, producing a model that may be used in probing m-payments use behaviour from a marketing perspective. Key words: Integrated marketing communications, mobile payments, structural equation modelling, technology adoption, youth market.List of Exhibits on page xvi of thesis
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