Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies

ABSTRACT

For media planners to combine multiple media across platforms to maximize synergy is a critical challenge within integrated marketing communication. For this study, in-depth interviews were conducted with experienced media specialists in leading agencies to explore how they integrate different out-of-home advertising media platforms in IMC strategies. The feedback of these experts was then used to propose a model of strategies to enhance synergy within out-of-home advertising campaigns. This model is a first of its kind for planning out-of-home advertising media across platforms and bridges a gap in the existing literature on media synergy and out-of-home advertising media strategy.     

Social media: The new hybrid element of the promotion mix

The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace. This article argues that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. The content, timing, and frequency of the social media-based conversations occurring between consumers are outside managers’ direct control. This stands in contrast to the traditional integrated marketing communications paradigm whereby a high degree of control is present. Therefore, managers must learn to shape consumer discussions in a manner that is consistent with the organization's mission and performance goals. Methods by which this can be accomplished are delineated herein. They include providing consumers with networking platforms, and using blogs, social media tools, and promotional tools to engage customers.     

A Proposed Model for Consumer-Based Brand Equity Analysis on Social Media Using Data Mining and Social Network Analysis

Online social networks have expanded their “virtual borders,” making the Internet more like an environment of social interaction than a business tool. However, even before the emergence and expansion of social media, marketing professionals were interested in identifying consumers' perceptions about brands. Thus, operational models have been proposed to facilitate such a task. Those models, however, can be expensive and inconvenient, since the models use questionnaires for data collection. To help overcome this problem, this article proposes a model for brand equity analysis from the consumer perspective expressed in social networks using opinion mining techniques and social network analysis. The application of the proposed model on data collected from Twitter made it possible to analyze five brand equity dimensions: brand awareness, brand loyalty, perceived sentiment, perceived quality, and brand associations. The results reached by the application of the model show that brand equity can be analyzed from data retrieved from virtual social networks, disclosing how consumers perceive brands in such an environment, without using questionnaires, enabling different brands in different contexts. Those data can be analyzed under both objective and replicable criteria for each of the brand equity elements that make up the model.     

Social Media,Social Me: A Content Analysis of Beauty Companies’ Use of Facebook in Marketing and Branding

This paper initiated an investigation on how beauty brands employ social media, particularly Facebook, to increase brand awareness and reinforce brand loyalty. It is no doubt that changes in the consumptive patterns of media have led companies to shift their focus from products to people and from information delivery to information exchange. Few studies, to our knowledge, exist that examine beauty brands and/or beauty companies’ use of social media as a means of engaging with or interacting with their current and potential consumers. Thus, the present study represented findings from a content analysis of Facebook posts from Estée Lauder, MAC cosmetics, Clinique, L’Oreal, Maybelline, and CoverGirl to see what types of social media tools were used more frequently by these brands to connect with their fans and users. Specifically, the study focused on the theoretical and practical implications of viral marketing in the branding strategies of the six beauty and/or makeup brands. Additionally, the study examined the way “high-end” brands used Facebook compared to the department store counterparts. These and other findings are discussed.     

Advertising Media Planning in Spain: Models and Current Usages

Advertising media planning has attracted considerable attention from researchers and practitioners. There is a clear dichotomy between the optimizing and the nonoptimizing approaches. We have reviewed the present state of the art of the mathematical media models. The purpose of this study was to examine the available models for media planning in Spain and to assess their usage. A postal survey was conducted among Spanish advertising agencies whose advertising expenditure in million pesetas was 521,000 in 1988.     

Allocation model: a tool to develop effective media plans for Turkey

This paper deals with media planning, which is a challenging problem for both academicians and practitioners. An integer linear programming model on media planning is developed which incorporates qualitative and quantitative aspects suitable to the characteristics and needs of a media environment. The objective of the model is to allocate a given advertising budget among competing magazines by the use of analytic hierarchy process (AHP) so that opportunity-to-see (OTS) is maximised. The application of the model to two consumer products proved to increase OTS considerably. The development and application of the model is especially valuable for Turkey because the number of magazines is continuously increasing, readership is low, syndicated research services are limited and models are not widely used in media planning.     

Social media adoption behaviour: Consumer innovativeness and participation intention

With the emergence of social media, the trends of selfies have become common across various social networking platforms as a distinctive way of self-presentation. It has aroused the interest of various scholars to comprehend the consumer adoption behaviour for social media. Thus, built on the innovation diffusion theory (IDT) and theory of planned behaviour (TPB) perspective, this paper developed a model to empirically test whether and how critical factors of consumer selfie-posting behavioural intention on social media affect behavioural intention and word-of-mouth to consequently enhancing their adoption behaviour towards social media to post selfies. The data were gathered from 353 young consumers who post their selfies clicked via smartphone on their social media accounts. The results revealed that consumer innovativeness and participation intention directly and indirectly affect consumer adoption behaviour for social media to post their selfies. Additionally, the study identified that among all critical factors, participation intention and perceived behaviour control have strongest influence on behavioural intention to post selfies followed by consumer innovativeness, attitude towards selfie-posting and subjective norms. The study contributes to the extension of TPB by adding participation intention and positive WOM, adoption of social media. This research validated the significant roles of consumer innovativeness, participation intention, positive WOM and intention to post selfies in predicting the adoption behaviour. Practitioners and marketers of social media sites can improve the usability and effectiveness of positive WOM and intention to post selfies to attract more young consumers.     

Viewer Preference Segmentation and Viewing Choice Models for Network Television

Abstract

Individual viewing decisions have a direct impact on the media planning of television advertisers and, consequently, on the revenues of the major television networks. This paper represents an attempt to better understand these decisions. We use Nielsen people meter data to build a perceptual space for programs. That space is then used to develop models explaining viewers' decision to watch television and their choice of programming. The program-choice model is a clusterwise logit model which searches for segments with similar viewing preferences. A segment-level logit model is then used to model the on-off decision. These models can be used by advertisers and advertising agencies to understand the viewing audience better, and thus to help guide their advertising media placement decisions. The models can also help television networks design programs and program schedules that are more attractive to viewers (and thus advertisers).     

Social media influencers: The formation and effects of affective factors during online interactions

Social media influencers emerged as powerful sources in affecting and guiding consumers' purchase decisions through self-generated content and online interactions with their followers. A large number of studies have so far focused on cognitive aspects such as perceived credibility, trustworthiness, and expertise of these influencers. This study aims to further advance the existing literature on social media influencer marketing from an affective perspective, with a focus on the emotional bonds generated by online interactions between the influencer and their followers. Based on the interpersonal process model of intimacy and theories in celebrity endorsement and social media influencer marketing, it examines the impact of self-disclosure and perceived responsiveness on familiarity and intimacy, which, in turn, affect purchase decision. An online survey was conducted with 304 social media users in Mainland China who have followed social media influencers. The results highlight the formation of two affective factors, namely, familiarity and intimacy, via self-disclosure and perceived responsiveness. Theoretically, this study provides a fresh perspective to better understand the endorser effect outside the regular set of cognitive factors. Marketing practitioners and companies can follow the suggestions of this study to select more effective social media influencers for their marketing campaign, and to build closer relationships with their target customers.     

Social Media Communications and Marketing Strategy: A Taxonomical Review of Potential Explanatory Approaches

The growth of social media has captured the attention of companies, which have responded by increasing their advertising efforts toward social media users. Previous studies have devoted considerable effort to developing social media marketing strategies, but minimal effort has focused on examining the types of messages presented on firms’ social media platforms to communicate with customers. Practitioners face the challenge of identifying which types of social media message content to choose. In addressing this challenge, this article provides a comprehensive framework of social media content strategy, delivery, and impact on the consumers, including a taxonomical approach that helps firms’ understanding of firm-generated content on social media platforms.     

The Social Network?: Nonprofit Constituent Engagement Through Social Media

Social media has become an important part of public relations for nonprofit organizations. Social media has the potential to engage stakeholders and constituents of nonprofit organizations. However, little scholarly attention has been focused on how users react to social media posts by nonprofit organizations. To enhance understanding of how organizational social media activity affects users’ engagement, this study examines Facebook and Twitter utilization and user response of nonprofit advocacy groups. The analysis reveals that users respond differently to stimuli across platforms.     

Ostracizing sources avoid communal tastes: Effect of ostracizing behaviour on extraordinary consumption

Although people often exclude others in their daily encounters and social media interactions, no consumer research on ostracism has solely focused on sources of ostracism. We argue that the influence of ostracism on evasive behaviour is worth investigating since the scant academic investigations on sources are limited to their reparation intentions for their harmful behaviour. Three experiments were conducted to examine the influence of ostracizing behaviour (vs. neutral vs. social interaction) on extraordinary consumption in face-to-face and social media contexts. It was uncovered that sources sense dissonant feelings in dissimilar contexts when their behaviour transcends society's normative boundaries and, hence, prefer consumption that does not commonly appear in society as a means to evade this dissonance. The effect was moderated by sources' justification of their behaviour. We initiate consumer research on sources of ostracism and contribute to the marketing practice of introducing extraordinary consumption options by investigating the psychological consequences of ostracizing behaviour.     

What Advertisers Need to Know About Promotion in the Arab World: Technology and Media Perspectives

There is little doubt that globalization has and continues to have a significant impact on business activities worldwide. The impact of globalization was made possible mainly by advances in technological innovation including the area of global communication. Among the many regions that have been significantly impacted by globalization is the Arab world. The purpose of this paper is to provide answers to the following questions: (a) What technological innovations related to advertising and promotion are dominating the Arab world?; (b) What is the media landscape as it relates to advertising and promotion in the Arab world?; (c) What media outlets are being consumed by Arab consumers?; and (d) What are the most effective media outlets in reaching the Arab consumer? Arguments have been made that the growth of mobile phones, Internet technology, and multimedia devices such as iPods and PlayStation Portables has contributed to the trend of youth moving away from traditional media platforms such as television. While this finding has been supported in research for some regions of the world, this paper studies whether it holds true for the Arab population.     

Social media celebrities and new world order. What drives purchasing behavior among social media followers?

Social media celebrities (SMCs) and social media platforms (SMPs) have become indispensable in today's business and marketing settings. Drawing on the celebrity influence model (CIM), this study examines the impact of SMCs on their followers' purchase intention and the moderating influence of SMP usage on the relationships between (a) SMCs and their followers' purchase intention, (b) para-social relationships (PSR) and purchase intention, and (c) identification and purchase intention. We collected 665 valid responses via an online questionnaire in China and then employed partial least squares structural equation modelling (PLS-SEM) to examine the proposed relationships between the variables. The findings revealed that SMCs do not significantly influence their followers' purchase intention directly; however, they do exert such influence through PSR and identification. The results further indicated that SMP usage moderates the effect of PSR and identification on purchase intention. Our study offers both theoretical and managerial contributions. Theoretically, the incorporation of CIM into this study's model augments the PSR and identification literature in the context of SMCs. Again, the moderating effect of SMP usage that we reveal is novel in the social media literature. In practice, marketers in China should consider the credibility and rapport a particular social media celebrity has with his or her followers before contracting that particular celebrity to endorse their products.     

公益广告是电视媒体承担社会责任的重要表现

电视媒体已经成为社会主要传播渠道,成为当之无愧的第一媒体。因此,电视媒体应当承担社会公民应尽的社会责任和义务。在履行好"内容把关人"的职责,传播先进内容的同时,公益广告是电视媒体承担社会责任的重要表现。中央电视台不仅播出大量公益电视广告,而且积极组织、策划与创意各项公益内容与活动,主动承担媒体的社会责任,有效地推动了中国电视公益广告的成长与发展。     

The impact of media fragmentation on audience targeting: An empirical generalisation approach

With increasing fragmentation, advertisers are choosing media based upon their ability to deliver specific target markets to maximise return on media expenditure. In doing so, they rely upon the claims of media providers (whether in part or in full) about how their audiences differ from those of competing offerings. In this paper we consider just how successful media have been at attracting specialist audiences. We seek empirical generalisation by including a very broad range of audience member characteristics, multiple media types, two countries and three years of data in our analysis. We find that while there are some differences in the audiences that competing media deliver, these differences are largely inconsequential when (a) considered in light of the audience differentiation claims made by the media themselves and (b) that implicit in the audience targeting concept is the notion that media audiences are highly segmented. This research will challenge advertisers' entrenched assumptions about audience targeting and provide useful benchmarks for advertisers who place any credence on media selling propositions.     

媒介融合时代长三角地区广播电视媒体人才需求研究

目前,媒介融合已日益成为当下传统媒体产业发展的一种战略思路。基于长三角地区广播电视人才岗位需求、专业需求、综合素质整体状况的研究分析显示,媒介融合背景下,播音主持等一些广电系统传统优势岗位需求趋于饱和;而节目采编类、企划类、管理类人才则需求较大,工程技术类职位人才需求也逐年递增。知识结构多元化人才,人才创新性、团队协作性,精深的媒体技能已成为人才需求的形特点,经营管理人才将成为未来广电行业人才需求的重要构。     

Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs

While the literature related to this topic has predominantly focused on investigating the influence mechanism that social media influencers (SMIs) impose over their followers, less is known about their attachment mechanism. Given that social media platforms were originally designed to facilitate personal bonding and not product or brand recommendations, we posited that social media followers' emotional attachment to SMIs is an important precedent that affects the followers' behavioral inclination to accept the SMIs' endorsements. We thus drew new attention to the relationship between SMIs and their followers by focusing on their attachment development mechanism and its casual factors and effects. In doing so, Study 1 inductively analyzed the key causal factors, both with respect to SMI persona- and content-driven attributes, that make followers feel attached to SMIs. By integrating the findings of Study 1 with the human brand theory, Study 2 provided empirical evidence after analyzing 325 U.S. consumers' responses about how SMIs' personas (i.e., inspiration, enjoyability, and similarity) and content curation abilities (i.e., informativeness) affected followers to perceive the SMIs as human brands who fulfill their needs for ideality, relatedness, and competence—all of which resulted in an intense attachment to SMIs. It was this positive emotion shaped with SMIs that transferred to SMIs’ endorsements and positively influenced the followers to acquire the products/brands that the SMIs recommended.     

The Future of Creativity In Advertising

In the rapidly changing marketing environment, more attention is being placed on media than on message factors. Creativity, which has been shown to impact the success of a product seems to be receiving secondary attention from marketers. This research discusses the value of creative advertising, and why marketers may be less focused on message strategies. The study concludes that creativity is not dead, and will continue to remain an important factor in marketing communications into the future.     

The evolution of social media and its impact on organizations and leaders

This paper examines organizational impacts of social media on Fortune 100 companies over a 5-year period (2011–2016). Specifically, the study focuses on three broad areas of social media impact: (1) the adoption of social media platforms across industries and business models from 2011 to 2016, (2) the influence of social media adoption on the roles of the chief information officer (CIO) and chief marketing officer (CMO) and their changing relationships in companies over this time frame, and (3) the impact of social media on company strategy, governance, and the IT (information technology) and marketing functions. The results support the contention that the CMO role has evolved to meet the technology needs of the marketing function and that the relationship between the CMO and CIO has taken on greater importance. In most Fortune 100 companies in 2016, social media has transitioned to ownership by the marketing department and the CMO provides leadership for social media strategy while working closely with the CIO. This study contributes to a better understanding of the established role of social media in companies, governance structures, and the evolving roles of both the CIO and CMO in relation to social media trends. The study integrates the IT and marketing literature to provide an agenda for future work that builds on theory and establishes an ongoing cohesive research agenda.