نتایج جستجو برای: marketing campaigns
تعداد نتایج: 66899 فیلتر نتایج به سال:
This article examines the applicability of marketing concepts to social causes and social change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Wiebe examined four social advertising campa...
Conducting a barriers analysis is an important first step when designing proenvironmental behavior change interventions. Yet, detailed information on common barriers to energy conservation campaigns remains unavailable. Using a pair of original surveys, we leverage the theory of planned behavior to report on the most important barriers for fourteen energy conservation behaviors common in univer...
D a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers’ tendency to use branded keywords in place of generic keywords. The elasticity of a brand’s total searches with respect to its ...
Extensive research has been performed to develop appropriate machine learning techniques for different data mining problems. However, previous work has shown that no learner is generally better than another learner. Comparing machine learning methods depends very much on the characteristics of a particular data set and the requirements of the respective business domain. Direct marketing is an i...
BACKGROUND Social marketing integrates communication campaigns with behavioural and environmental change strategies. Childhood obesity programs could benefit significantly from social marketing but communication campaigns on this issue tend to be stand-alone. METHODS A large-scale multi-setting child obesity prevention program was implemented in the Hunter New England (HNE) region of New Sout...
CONTEXT Health communication campaigns including mass media and health-related product distribution have been used to reduce mortality and morbidity through behavior change. The intervention is defined as having two core components reflecting two social marketing principles: (1) promoting behavior change through multiple communication channels, one being mass media, and (2) distributing a free ...
From a marketing communication point of view, new digital marketing channels, such as Internet and mobile phones, are considered to be powerful opportunities to reach consumers by allowing interactivity and personalisation of the content and context of the message. The increased number of media has, however, led to a harder competition for consumers’ attention. Given the potential of digital me...
We present an interactive tool that visualizes data on awareness of several health conditions in the Middle East. The underlying data is obtained via Facebook’s Marketing API and includes rich demographic details. We discuss how this tool may be useful for planning more targeted public health campaigns and for monitoring campaign effectiveness. Application URL: http://scdev5.qcri.org/sha/
We studied the problem of optimizing the performance of a DSS for churn prediction. In particular, we investigated the beneficial effect of adding the voice of customers through call center emails – i.e. textual information to a churn prediction system that only uses traditional marketing information. We found that adding unstructured, textual information into a conventional churn prediction mo...
A sense of fierce, global competition over resources, students, and faculty is driving universities worldwide to launch strategic exercises and branding initiatives. Universities, like corporations, articulate their vision and mission statements for brand differentiation and marketing campaigns. One result is that, with the guidance of marketing and branding consultants, universities across the...
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