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Modern instruments of digital marketing in the system of integrated marketing communications
Наукові записки НаУКМА: Економічні науки, 2016 The article presents research on Internet marketing and digital marketing by describing their role in the system of integrated marketing communications.
Oleksandra Gumenna
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Integrated marketing communications [PDF]
, 1905 The hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade ...
openaire +1 more source
Applied Economic Perspectives and Policy, EarlyView.ABSTRACT Rational actors constantly incorporate information into their decision‐making behavior. Since there is often a time lag between the announcement of a policy and its implementation, an important question arises: when do rational actors incorporate new information into their market behavior, at the announcement or at the implementation of a ...
Tim Ölkers, Oliver Mußhoff
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Applied Economic Perspectives and Policy, EarlyView.ABSTRACT The California dairy industry has experienced considerable consolidation over the past 30 years. During this period, there has also been substantial technological innovation, implementation of the state's Low Carbon Fuel Standard program, and rapid adoption of anaerobic digesters.
Michael McCullough, Jarrett Hart
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Agribusiness, EarlyView.ABSTRACT Sustainability labels can help support consumers select more socially and environmentally friendly options, thereby enhancing returns for conscientious producers and promoting the transition to a more sustainable food system. However, consumer confusion regarding labels' meaning undermines their effectiveness.
Monika Hartmann +4 more
wiley +1 more source
The Role of Artificial Intelligence in Integrated Marketing Communication: An Evaluation of ChatGPT
Pamukkale Üniversitesi İşletme Araştırmaları DergisiToday, the use of Artificial Intelligence (AI) systems in various fields is increasing due to technological developments. In integrated marketing communications, the use of AI in particular stands out as an important advance.
Ebru Nur Yoldaş, Ali Aycı
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Consumer Preferences for Craft Beer: The Interplay of Localness and Advertising Language
Agribusiness, EarlyView.ABSTRACT This study explores the influence of the language of the label, origin of production, and origin of brewing ingredients on Croatian consumers' preferences and willingness to pay for organic craft beer. Employing an online survey and a choice experiment among 223 Croatian alcohol consumers, we find that while there's a willingness to pay a ...
Marija Cerjak +2 more
wiley +1 more source
Agribusiness, EarlyView.ABSTRACT This paper examines the determinants of generative AI (GenAI) knowledge and usage among agricultural extension professionals. Drawing on survey data from agricultural extension personnel in Tennessee, we employ regression analyses and latent Dirichlet allocation (LDA) for topic modeling of open‐ended responses to study the knowledge and usage ...
Abdelaziz Lawani +3 more
wiley +1 more source
Integrated marketing communication in politics?
, 2009 The current study has practical applicability in political domain and theoretical involvement at political marketing communication level. The type of the research is a qualitative one, using as survey methods scientific observation and documentary search.
Ghiuţă, Ovidiu Aurel
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In search of a theory of integrated marketing communication [PDF]
, 2007 For the most part, the literature base for Integrated Marketing Communication (IMC) has developed from an applied or tactical level rather than from an intellectual or theoretical one.
Kim, Ilchul +7 more
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