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...

1 . INTRODUCTION Companies invest millions of dollars every year in various fonns of marketing communications to influence customers and prospects to buy products and services. For example. General Motors spent over $2.8 billion last year to promote its lines of automobiles. Brand managers, senior management, and shareholders therefore have an interest in knowing whether or not their media adve...

the present paper focus on itc notebook and try to understand consumer social responsibility for  cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. an experimental design with 693 participants was used. the results shows that consumers like cause related marketing campaigns and ready to do extra ef...

Mass media campaigns are widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio, and newspapers. Exposure to such messages is, therefore, generally passive. Such campaigns are frequently competing with factors, such as pervasive product marketing, powerful social norms, and behaviours driven by addiction or habit...