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Advances in Promotional Modelling and Analytics
Advances in promotional modelling and analytics High School of Economics St. Petersburg 25 May 2016 Nikolaos Kourentzes [email protected] Outline 1. What is forecasting? 2. Forecasting, Decisions & Uncertainty 3. Promotional forecasting 4. New sources of information What is Forecasting? 500000 Trend 450000 400000 Season 350000 Events 300000 Sales 250000 200000 150000 100000 50000 2011W1 2011W2 2011W3 2011W4 2011W5 2011W6 2011W7 Week What is forecasting? A process perspective 1. Identify systematic pattern in the past (historical data) 2. Select (& parameterise) of an adequate model (set) 3. Execute forecasting model extrapolate structure into future 4. Assess the accuracy of the model(s) in set Decision making and forecasting Decision making in organisations has at its core an element of forecasting Accurate forecasts lead to reduced uncertainty better decisions Forecasts maybe implicit or explicit Forecasts aims to provide information about the future, conditional on historical and current knowledge Company targets and plans aim to provide direction towards a desirable future. Forecast Target Forecast Present Difference between targets and forecasts, at different horizons, provide useful feedback Decision making and forecasting Forecasts are central in decisions relating to: • Inventory management • Promotional and marketing activities • Logistics • Human resource planning • Purchasing and procurement • Cash flow management • Building new production/storage unit • Entering new markets • … Accurate forecasts can support -
The Brand Ambassador Effectivenesson Brandimage Andpurchasing Decision for Oppo Fseries Smartphone
International Journal of Business and Management Invention (IJBMI) ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X www.ijbmi.org || Volume 8 Issue 03 Series. I || March 2019 || PP 44-50 The Brand Ambassador Effectivenesson Brandimage Andpurchasing Decision For Oppo Fseries Smartphone Ni LuhPutuEkaPrasantiRutha *)1, Toni Bakhtiar*), andKirbrandoko*) *)School of Business, Bogor Agricultural University Jl. Raya Pajajaran, Bogor 16151 Indonesia Corresponding Author: Ni LuhPutuEkaPrasantiRutha ABSTRACT: In order to introduce its F Series products, OPPO used brand ambassadors. As a middle end and for the middle class, OPPO built a brand image by using brand ambassadors, namely Rio Haryanto, IsyanaSarasvati, Raisa, and Chelsea Islan for its F Series products. This study aimed to determine the role of brand ambassadors in the promotion of OPPO F Series products and analyze their influence on brand image and customer purchasing decision. The type of research used was explanatory research, while the research data was obtained using questionnaires involving 85 respondents. The results of this study showed that Brand Ambassador had a direct influence on Brand Image but had an indirect influence on Purchasing Decision. KEY WORD: Brand Ambassador, Brand Image, Purchasing Decision, Smartphone --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 17-02-2019 Date of acceptance: 03-03-2019 --------------------------------------------------------------------------------------------------------------------------------------- I. INTRODUCTION AND LITERATURE REVIEW Technology develops along with the changing times. It, nowadays, has penetrated almost all aspects and lines of human life. It makes human activities easier to be more practical and concise. The use of smartphones is a clear proof of the closeness of technology to modern life. Smartphone’s features offer convenience in communication and information that can be easily accessed by consumers. -
National Education Policy Center
EXAMINING THE NEW PHENOMENON OF TEACHERS AS BRAND AMBASSADORS Christopher M. Saldaña, Kevin G. Welner, Susan Malcolm, & Eleanore Tisch University of Colorado Boulder January 2019 National Education Policy Center School of Education, University of Colorado Boulder Boulder, CO 80309-0249 (802) 383-0058 nepc.colorado.edu Acknowledgements NEPC Staff Kevin Welner Project Director William Mathis Managing Director Peter Greene Academic Editor Alex Molnar Publications Director Suggested Citation: Saldaña, C.M., Welner, K.G., Macolm, S. & Tisch, E. (2018). Examining the New Phenomenon of Teachers as Brand Ambassadors. Boulder, CO: National Education Policy Center. Retrieved [date] from http://nepc.colorado.edu/publication/brand-ambassador. Peer Review: Examining the New Phenomenon of Teachers as Brand Ambassadors was double-blind peer-reviewed. This brief is produced by the Commercialism in Education Research Unit. This publication is provided free of cost to NEPC’s readers, who may make non-commercial use of it as long as NEPC and its author(s) are credited as the source. For inquiries about commercial use, please contact NEPC at [email protected]. http://nepc.colorado.edu/publication/brand-ambassador 2 of 23 EXAMINING THE NEW PHENOMENON OF TEACHERS AS BRAND AMBASSADORS Christopher M. Saldaña, Kevin G. Welner, Susan Malcolm, & Eleanore Tisch University of Colorado Boulder January 2019 Executive Summary Within-school marketing has a new twist, and teachers are at the center. Corporate firms, particularly those with education technology products, have contracted with teachers to be- come so-called brand ambassadors. A brand ambassador is an individual who receives some form of compensation or perk in exchange for the endorsement of a product. -
Strengthening Internal Brand Equity with Brand Ambassador Programs: Development and Testing of a Success Factor Model
J Brand Manag https://doi.org/10.1057/s41262-018-0101-9 ORIGINAL ARTICLE Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model 1 1 Holger J. Schmidt • Carsten Baumgarth Ó Macmillan Publishers Ltd., part of Springer Nature 2018 Abstract Particular in service and b-to-b-sectors, Introduction employees’ brand commitment is a prerequisite for build- ing a strong brand. While many areas of interest within the Internal branding is a relatively new term, which was first field of internal branding have been tested by empirical used in 1999 (Keller 1999; Thomson et al. 1999), followed studies, knowledge of internally oriented brand ambassador by numerous books and articles that have been published programs (BAPs) is predominately anecdotal. The aim of since then. The increasing relevance of the internal this article is to identify BAPs’ success factors by first anchorage of the brand is particularly reasoned by broad- defining the corresponding term, followed by a BAP ening the brand concept to services, b-to-b and non-profit framework based on the literature, using 25 success factors markets, which are dominated by corporate brands. These in six categories. A longitudinal case study from the ser- markets are characterized by a lower relevance of mass vice industry tested the practical application of the communication and packaging and a higher relevance of framework, while the results of the case study were used to face-to-face communication and personal interaction. adapt the model. The findings show that a BAP is not an Therefore, company employees are pivotal brand touch isolated instrument of internal brand management, but that points and fundamental drivers of brand equity, while they its impact depends on important background factors such are also positive brand communicators. -
The Networked Devotional-Promotional Engagement Model: Examining Congregant Engagement and Religious Public Relations
THE NETWORKED DEVOTIONAL-PROMOTIONAL ENGAGEMENT MODEL: EXAMINING CONGREGANT ENGAGEMENT AND RELIGIOUS PUBLIC RELATIONS Jordan Morehouse A dissertation submitted to the faculty at the University of North Carolina at Chapel Hill in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the Hussman School of Journalism and Media. Chapel Hill 2020 Approved by: Adam J. Saffer Lucinda L. Austin Daniel Riffe Damion Waymer Lisa Pearce © 2020 Jordan Morehouse ALL RIGHTS RESERVED ii ABSTRACT Jordan Morehouse: The Networked Devotional-Promotional Engagement Model: Examining Congregant Engagement and Religious Public Relations (Under the direction of Adam J. Saffer) Research suggests that low congregant engagement has negative consequences for both religious organizations and congregants (Dougherty & Whitehead, 2010; Lim & Putnam, 2010). This study combined four methods in an attempt to take a comprehensive approach to examining congregant engagement, including the value of congregant engagement within religious organizations’ strategic communication efforts, factors that influence congregant engagement, and outcomes of congregant engagement. In the process of examining engagement, this study joined concepts and theories from public relations, sociology of religion, and the network perspective to propose a new model, titled the networked devotional-promotional engagement model. This study was separated by two phases. In phase one, this study situated relationships as a form of engagement and proposed a new model of relational engagement that clarifies concepts like covenantal relationships and devotional-promotional communication campaigns. Within phase one, this dissertation examined what megachurches do and how they perceive their efforts, as well as the potential results of their efforts. In phase two, engagement was expanded into three tiers, with relational engagement occurring within the second tier, and factors that influence congregant engagement were examined, as well as outcomes of congregant engagement. -
How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today? Choirun Nisa1, Diesyana Ajeng Pramesti1*
Advances in Social Science, Education and Humanities Research, volume 436 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019) How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today? Choirun Nisa1, Diesyana Ajeng Pramesti1* 1 Faculty of Economics, Universitas Muhammadiyah Magelang, Magelang, Indonesia *Corresponding author. Email: [email protected] ABSTRACT This study aims to examine and analyse how effective digital marketing and brand ambassadors are in influencing purchase intentions in this digital era today. A quantitative method with a purposive sampling technique applied in this study to 100 respondents. Data testing was performed using multiple regression analysis. The results of this study are indirectly, (through mediating by brand identity) proven that digital marketing and brand ambassadors greatly influence purchase intention, but directly, digital marketing and brand ambassadors have no effect on purchase intentions. What is interesting in this study is the results obtained, in this digital era, brand identity has a more important role in stimulating purchase intentions, compared to digital marketing and brand ambassadors. Keywords: digital marketing, brand ambassador, purchase intention then intention is influenced by attitudes and subjective norms [5]. 1. INTRODUCTION The type of decision making that studies the reasons about buying certain brands with consumers is correlates with [6] The rises of digital marketing and the uses of brand - [9]. They said that purchase action made by consumers ambassadors in order to increase sales and build a good occurs on certain stimuli provided by marketers. Although image of the company's products and it is the right strategy theoretically appropriate, but from the behavior’s point of in this digitalization era. -
Promoting Your Product
Promoting Your Product Promotion is a type of communication and persuasion we find throughout our daily lives. It is also one of the Four P's (product, place, price, and promotion) in your marketing plan. To use promotion effectively, you should understand the basic principles behind it. Getting Customers: AIDA AIDA is a popular communication model used by companies to plan, create, and manage their promotions. The letters in AIDA stand for the following steps in any type of promotion: 1. Attention. The first step when introducing a new product to a market is to grab the attention of potential customers. For example, using a celebrity to introduce a product may cause people to take notice. 2. Interest. After you get people's attention, you want to keep it. To hold consumer interest, you need to focus your message on the product's features and benefits. Clearly communicate to potential customers how these features and benefits specifically relate to them. 3. Desire. What can you do to make your product desirable? One way might be to demonstrate how the product works. Another tactic would be proving in some way that your product is a bargain. 4. Action. Don't forget to ask consumers to take action, to buy. You may also want to give them a reason to act right away. For example, a limited‐time offer might motivate them. Keeping Customers Most experts agree that promotional messages have to be repeated many times to maximize their effectiveness. In other words, for customers to remember what you want them to know and keep them coming back to buy again, promotion must be an ongoing process. -
Promotional Model Resume
Promotional Model Resume Jamie Davis 100 Broadway Lane New Parkland, CA, 91010 Cell: (555) 987-1234 [email protected] Professional Summary Friendly and outgoing Promotional Model with a deep understanding of how to promote and draw attention to new products and services. Remains upbeat and positive even after working long hours, capable of grabbing the attention of others through various means and always smiling and cheerful. Specialties include working trade show events and marketing at nightclubs. Core Qualifications •Wholesome and Honest Look •Makeup Artistry •Hair Care •Physically Fit •Friendly Smile •Marketing and Sales Techniques Experience Promotional Model, October 2013 April 2015 Nightclub and Event Marketing, Inc. – Los Angeles, CA •Attended nightclubs to promote and talk about new drink specials and alcohol blends •Used marketing and promotional methods to draw more attention to products •Alerted security and management of potential problem customers, including those who drank too much •Modeled in advertising campaigns to discuss the dangers of underage drinking and drinking and driving •Worked as part of a small group to travel the country and discuss new beers and brews •Walked through trade shows to pass out flyers and business cards highlighting new companies and products •Took part in photo shoots to create promotional materials that showed people using new products •Promoted and drew attention to products that included tee shirts, can coolers and other promotional items •Worked with photographers to choose the best shots for clients Education 2012 High School Diploma, General Studies Los Angeles Performing Arts High School Los Angeles, CA . -
Brand Ambassador JD.Pages
BRAND AMBASSADOR Location(s): Perimeter Position Type: Full-time | Salary Reports to: General Manager WHAT WE DO At Roam, hospitality meets functionality. Roam exists for a workforce on the move. We offer flexible month-to-month co-working memberships and provide unique and innovative meeting solutions for small business owners and Fortune 500s. We’re on a mission to build an invested community by creating environments where people can focus, collaborate, learn, and socialize. WHO WE ARE Vision: At Roam, we believe the best in each other, want the best for each other and expect the best from each other. We select and invest in servant-leaders who are passionate about hospitality and desire to be a part of something bigger: renewing and inspiring the way the world does business by partnering in the stories of accomplished dreams. Values: See how our values are lived out at meetatroam.com/careers - Energy - Personalized Service - Inspiration - Innovation - Generosity WHO WE’RE LOOKING FOR Roam is seeking an energetic Brand Ambassador to be a key driving force in developing and establishing the Roam brand in and around the Perimeter community. To be successful in this role, the Brand Ambassador will work alongside the General Manager to create and implement a unique local marketing plan to grow membership sales, foster community, and reinforce the brand. He/ she will ensure that the workplace is activating emotional connections with members and guests while also influencing the local community through external engagement opportunities, events and public relations efforts. When not in the community, this role will serve alongside the Perimeter team to deliver an excellent hospitality experience to members and guests. -
Deconstructing Social Media Influencer Marketing in Long- Form Video Content on Youtube Via Social Influence Heuristics
“It’s Selling Like Hotcakes”: Deconstructing Social Media Influencer Marketing in Long- Form Video Content on YouTube via Social Influence Heuristics Purpose – The study examines the ability of social influence heuristics framework to capture skillful and creative social media influencer (SMI) marketing in long-form video content on YouTube for influencer-owned brands and products. Design/methodology/approach – The theoretical lens was a framework of seven evidence-based social influence heuristics (reciprocity, social proof, consistency, scarcity, liking, authority, unity). For the methodological lens, a qualitative case study approach was applied to a purposeful sample of six SMIs and 15 videos on YouTube. Findings – The evidence shows that self-promotional influencer marketing in long-form video content is relatable to all seven heuristics and shows signs of high elaboration, innovativeness, and skillfulness. Research limitations/implications – The study reveals that a heuristic-based account of self- promotional influencer marketing in long-form video content can greatly contribute to our understanding of how various well-established marketing concepts (e.g., source attractivity) might be expressed in real-world communications and behaviors. Based on this improved, in- depth understanding, current research efforts, like experimental studies using one video with a more or less arbitrary influencer and pre-post measure, are advised to explore research questions via designs that account for the observed subtle and complex nature of real-world influencer marketing in long-form video content. Practical implications – This structured account of skillful and creative marketing can be used as educational and instructive material for influencer marketing practitioners to enhance their creativity, for consumers to increase their marketing literacy, and for policymakers to rethink policies for influencer marketing. -
A Study on Importance of Brand Ambassadors for Brands in Marketing
Pramana Research Journal ISSN NO: 2249-2976 A Study on importance of Brand Ambassadors for Brands in Marketing Mandeep Choursia Assistant Professor e-mail: [email protected] University Institute of Media Studies Chandigarh University Mohali, Punjab Abstract A brand ambassador is a spoke person or representative of a brand. His shadow on the brand works like an influence for attracting customers in market. The more a brand ambassador have fan following the more he will able to gain attention of common people. Sometime a customers buy product just by knowing that it is endorsed by particular celebrity, and to show loyalty towards that celebrity mostly fans buy that products or services. It is very difficult for an organisation when it comes to branding because there are various tools that they can adopt for promotion, so it is always confusing for them to decide but word- of-mouth always work especially when it comes from a prominent personality who already have a good positive established image in audience. So in this study importance of a brand ambassador in market for brands is focused and a close observation and analysis is done for the same. Key Words: Brand, Ambassador, Market, Celebrities, advertising Introduction In our daily life we come across various advertisements of various brands. Most of the time we automatically pay attention on the advertisements which includes the person we know. This is strange but true. It is a human tendency that they pay attention on the things which are familiar to them. This is the reason that most of the brands try to cast known names at that present time, these known or Volume 8, Issue 7, 2018 308 https://pramanaresearch.org/ Pramana Research Journal ISSN NO: 2249-2976 prominent names are considered as brand ambassadors of that organisation whose commercials they are representing. -
Philip Kotler on the Future of Marketing Philip Kotler Is the “Father of Modern Marketing.” He Last 45 Years
What Next? An Interview with Philip Kotler on the Future of Marketing Philip Kotler is the “father of modern marketing.” He last 45 years. I published Marketing Management in 1967 is the S.C. Johnson & Son Distinguished Professor of and it is now in its 15th edition. I have also written International Marketing at the Kellogg School of Management at about 50 other marketing books and over 150 Northwestern University. He was voted the first Leader in scholarly articles. Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the If I am the “Father of Modern Marketing,” I would Handbook of Management Thinking. Professor Kotler holds call Peter Drucker the “Grandfather of Modern major awards including the American Marketing Association’s Marketing” for all the brilliant insights and statements (AMA) Distinguished Marketing Educator Award and that he made about the critical importance of Distinguished Educator Award from The Academy of marketing in managing a business. Marketing Science. The Sales and Marketing Executives International (SMEI) named him Marketer of the Year and the With over 50 year of experience in the field, American Marketing Association described him as “the most what do you see as the biggest challenges for influential marketer of all time.” He is in the Thinkers50 Hall marketers today? of Fame, and is featured as a “guru” in the Economist. Today marketing is Phil, you’re called the “father of undergoing a true revolution marketing”… and I am doing everything to keep up with it. Actually, marketing has several fathers of marketing.