The rapid proliferation of community-based health education programs has out-paced the knowledge base of behavior change strategies that are appropriate and effective for public health interventions. However, experiences from a variety of large-scale studies suggest that principles and techniques of social marketing may help bridge this gap. This article discusses eight essential aspects of the...

Banks faces the challenges of managing marketing campaign leads in its data warehouse. The management of marketing campaign leads in data warehouse with real time updating and recording is complex especially when multiple campaigns are active simultaneously. To prevent the customers from being contacted too often for salesbased marketing contacts, the concept of Recency Frame is introduced to s...

This research paper aims to investigate the role of augmented reality (AR) technology in marketing campaigns and its influence on consumer engagement, brand experiences, purchase decisions. The study explores various applications AR marketing, analyzes effectiveness capturing attention, examines outcomes AR-based behavior. Through a comprehensive review relevant literature empirical analysis, t...

In this paper, we use a partial least square (PLS) optimization method as a prediction model to estimate the churn probabilities of customers and as a control model after configuring optimization objective and constraints with relative management costs of controllable variables. In our experiment, we observe that while the training and test data sets are dramatically different in terms of churn...

Evidence of the causal role of marketing in the tobacco epidemic and the advent of the WHO Framework Convention on Tobacco Control have inspired more than half the countries in the world to ban some forms of tobacco marketing. This paper briefly describes the ways in which cigarette marketing is restricted and the tobacco industry's efforts to subvert restrictions. It reviews what is known abou...

Many companies have no reliable way to determine whether their marketing money has been spent effectively, and their return on investment is often not evaluated in a systematic manner. Thus, a compelling need exists for computational tools that help companies to optimize their marketing strategies. For this purpose, we have developed computational models of customer buying behavior in order to ...

Recently, social network marketing has gained tremendously in popularity. There are increasing numbers of Webbased companies that focus their marketing strategies on social network platforms such as Facebook, Twitter, etc. Even if social network marketing is perceived as a huge success, little or nothing is known about how well such social network-based marketing campaigns perform. To contribut...

This study investigates the impact of three place branding and marketing campaigns conducted by Isle Man (IoM) government between 2003 2019. Using archival data from IoM Census on taxpayers in IoM, research analyses fluctuation number residents relocating to during period covered tries establish whether any changes can be attributed campaigns. Findings suggest that residents’ numbers increased ...

We discuss how regression discontinuity designs arise naturally in settings where firms target marketing activity at consumers, and illustrate how this aspect may be exploited for econometric inference of causal effects of marketing effort. Our main insight is to use commonly observed discontinuities and kinks in the heuristics by which firms target such marketing activity to consumers for nonp...

There is little doubt about the profound effect wireless and mobile networks have on everyday life. With the development of wireless and mobile networks, mobile marketing is creating significant benefits and new business opportunities for companies. Thus, mobile marketing – a new form of marketing communication using mobile communication techniques to promote goods, services and ideas – will be...