109,862 research outputs found

    The Usage of Personal Data as Content in Integrated Marketing Communications

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    Personal user data has proven extremely valuable for firms in the digital age. The wealth of data available to firms has provided unprecedented access into the world of the consumer. Companies hoping to capitalize on their user's data have turned to several interesting outlets. This research addresses the repurposing of user data as content in marketing. By analyzing four cases of data presented as marketing communications across two companies, this research provides new insights into the public release of private user data for marketing purposes. Four cases of personal data used in marketing communications were chosen specifically for their time proximity, characteristics of the sending firms, and their disparate outcomes. These instances of marketing communications, two by Spotify and two by Netflix, were released during November and December of 2017 and each resulted in a diverse range of public opinion. An analysis of these cases was conducted using the comprehensive framework of integrated marketing communications (Tafesse & Kitchen, 2017). There is a significant difference in the perceptual outcomes of integrated marketing communication campaigns which display user data as content. This analysis provides insights into the characteristics of marketing communications and how their outcomes fit into broader marketing strategies. These case studies provide opportunities for marketers to improve their campaigns in line with their desired audience outcome. Patterns of scope, strategy, mode, and outcome do not suggest success or failure in the context of marketing communications, but rather a set of insights marketers should keep in mind when pursuing communication strategies which harness personal user data.No embargoAcademic Major: Marketin

    A proposed marketing strategy for GO2HK.COM

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    Within these few years, the Internet becomes popular in the world. There are many well-known websites, such as the eBay, Amazon and Yahoo, etc.. In foreign countries, Web auction is very famous for the Internet users in foreign countries, while it is a new kind of electronic business in Hong Kong. The trend of web auction has penetrated into Hong Kong in this few years, but it is still at a growth stage of the industry life cycle. Web auction seems to be a new type of business in electronic commerce, thus it can attract the people to participate it in future. The potential market for web auction is quite large. In Hong Kong, there are four major companies that work on the business of web auction. They are the (1) Red-dots, (2) Go2hk, (3) Yahoo and (4) Clubciti. Whereas, go2hk is the smallest company in terms of company size, it is the second in terms of the number of registered users. The industry is growing rapidly and facing a keen competition. Therefore, the company needs to have good marketing mix strategies to establish its brand name. This project aims to purpose an appropriate marketing strategy of GO2HK.COM, which can allow the company to match the consumer needs with marketing strategy. Interviews are conducted and questionnaire surveys are initiated to look into the most preferable strategy for GO2HK. Before doing the questionnaire survey, we have interviewed the company, in order to identify the current marketing mix first. After that, questionnaire surveys are used to access the information about the procedure of non-users, sellers and bidders. Based on the findings, a proposed marketing strategy is recommended for go2hk. To conclude, security is the most critical aspect that both users and non-users are highly concerned

    Delivering a Public Service? The BBC Asian Network and British Asian audiences.

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    This thesis examines how minority ethnic producers employed by the BBC Asian Network, the BBC’s only ethnic specific digital radio station, construct a distinctive audience for the broadcaster. The study looks at the challenges, barriers and conflicts that have emerged as a consequence of BBC strategic attempts to make the radio station relevant for younger British Asian listeners. This research sets out to fill a gap regarding the experiences of ethnic staff working within a public service remit. This type of study is necessary because evidence suggests the number of Black, Asian and minority ethnic staff working in the media remain small and this impacts the views articulated in the media. The study combines a production studies approach with a grounded theory framework for the analysis of thirty in-depth interviews with editors, producers and presenters working at the BBC Asian Network. Three different audience strategies are examined from the perspective of staff working at the station: 2006 young strategy, 2009 friend of the family and 2016, young digital native. What is also exposed through the in-depth interviews is the existence of an internal divide between two groups of minority ethic staff; the older traditional British Asian staff members who are concerned about the dilution of ‘Asian’ identity, and the younger group, comprised of third or fourth generation British Asians, who are likely to be integrated and better placed to promote a broad vision of British Asian identity. The interviews illustrate that a rigid gatekeeping system limits the dissemination of original journalism about the British Asian communities because the wider BBC ignores or marginalises the expertise and stories pitched by minority ethnic journalists working at the BBC Asian Network. Therefore, this thesis evaluates how the BBC as a public service broadcaster, articulates and manages issues pertaining to race and ethnicity within the organisation. The study is significant and timely, because the BBC as a public service broadcaster, is under increased pressure since the Charter Renewal in 2016, to demonstrate that it is taking diversity seriously, and meet its own self-imposed diversity initiatives; in terms of the recruitment of staff from minority backgrounds, both on-air and behind the scenes, and improve the representation of minority groups in content. This study explores the BBC’s endeavours to attract minority listeners through music, news and programme content on the contemporary BBC Asian Network. The study focuses upon a period of time between 2006 and 2018

    Technology to support young people 16 to 18 years of age who are not in employment, education or training (NEET): a local authority landscape review - final report

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    Becta landscape review: Technologies used by local authorities to support young people who are not in education, employment or trainin

    Event sponsorship in China

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    Event marketing is currently at the infant stage in China, but holds a great potential in future. This is concluded from an Internet-based survey. The respondents believe that event marketing provides international companies with a viable alternative to the increasingly cluttered mass media, and plays a key role in the integrated marketing communications (IMC). Sponsoring sports and music events is found particularly effective in reaching the opinion leaders and innovators, and establishing favourable links between the audience and the sponsor’s brand image

    Scenarios for the Internet Migration of the Television Industry

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    All the conditions for the television industry’s migration to the Internet are now in place. While this migration will be gradual, it will have a deep-seated impact on the industry:•the exclusive rights model will no longer be the standard;•some consumers will abandon traditional managed networks;•a globalization trend will be sparked, to the benefit of the major rights holders. Unlike the music and print media industries, the TV industry is gaining a strong position on the Web. As a result, television is poised to play a central role in video services. This offensive strategy will likely pay off down the line, but does not entirely eliminate the possibility of destroying value. There are structural reasons for this, including a fiercely competitive online advertising market and a lack of control over program circulation. Far from being simply transitory, the 2009-2010 economic downturn marks the beginning of a decade of restructuring for the TV industry. This new period will begin with an overall decline in the sector’s resources before increasingly varied consumption patterns spur a new period of growth. The decade running from 2010 to 2020 will also be a period that focuses on cost control, with the industrialization of TV production that will depart once and for all from its historical model, i.e., film. This migration to the Web poses a threat to the European industry in particular. A reassessment of the television industry’s regulatory strategy appears both necessary and urgent, and will involve the creation of integrated pan-European conglomerates.Television, video, networks, on-demand, connected devices, advertising, pay-TV.

    Proceedings of the Salford Postgraduate Annual Research Conference (SPARC) 2011

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    These proceedings bring together a selection of papers from the 2011 Salford Postgraduate Annual Research Conference(SPARC). It includes papers from PhD students in the arts and social sciences, business, computing, science and engineering, education, environment, built environment and health sciences. Contributions from Salford researchers are published here alongside papers from students at the Universities of Anglia Ruskin, Birmingham City, Chester,De Montfort, Exeter, Leeds, Liverpool, Liverpool John Moores and Manchester

    Developing a creative cluster in a post-industrial city: CIDS and Manchester

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    This paper takes the establishment and demise of Manchester’s Creative Industries Development Service as an exemplary case study for the ways in which creative industry policy has intersected with urban economic policy over the last decade. It argues that the creative industries required specific kinds of economic development agencies which would be able to act as ‘intermediary’ between the distinct languages of policy makers and ‘creatives’. The paper discusses the tensions inherent in such an approach and how CIDS attempted to manage them. It suggests that which particular circumstances might have intervened the main reason for the demise of the CIDS was the domination of the ‘economic’ over the ‘cultural logic’ both of which are embedded within the creative industries policy discourse
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