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WOM Marketing
Word-of-mouth marketing (WOMM, WOM marketing, also called word-of-mouth advertising) is the communication between consumers about a product, service, or company in which the sources are considered independent of direct commercial influence that has been actively influenced or encouraged as a marketing effort (e.g. 'seeding' a message in a network rewarding regular consumers to engage in WOM, employing WOM 'agents'). While it is difficult to truly control word of mouth communication, there are three generic avenues to 'manage' word of mouth communication for the purpose of word-of-mouth marketing, including: * Building a strong WOM foundation (building brand loyalty, trust and satisfaction) * Indirect WOM management (advertisement and other promotional strategies) * Direct WOMM management (viral marketing and electronic communication) The success of word-of-mouth marketing depends heavily on the nature of the loyalty rewards used. When companies utilize poor incentives to motivate ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Loyalty
In marketing and consumer behaviour, brand loyalty describes a consumer's persistent positive feelings towards a familiar brand and their dedication to purchasing the brand's products and/or services repeatedly regardless of deficiencies, a competitor's actions, or changes in the market environment. It's also demonstrated with behaviors such as positive word-of-mouth advocacy. Corporate brand loyalty is where an individual buys products from the same manufacturer repeatedly and without wavering, rather than from other suppliers. In a business-to-business context, the term source loyalty is also used.Wind, Y.Industrial Source Loyalty ''Journal of Marketing Research'', Volume 7, No. 4 (November 1970), pp. 450-457, accessed on 22 January 2025 Loyalty implies dedication and should not be confused with habit, its less-than-emotional engagement and commitment. Businesses whose financial and ethical values (for example, ESG responsibilities) rest in large part on their brand lo ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Journal Of Advertising Research
A journal, from the Old French ''journal'' (meaning "daily"), may refer to: *Bullet journal, a method of personal organization *Diary, a record of personal secretive thoughts and as open book to personal therapy or used to feel connected to oneself. A record of what happened over the course of a day or other period *Daybook, also known as a general journal, a daily record of financial transactions *Logbook, a record of events important to the operation of a vehicle, facility, or otherwise *Transaction log, a chronological record of data processing *Travel journal, a record of the traveller's experience during the course of their journey In publishing, ''journal'' can refer to various periodicals or serials: *Academic journal, an academic or scholarly periodical **Scientific journal, an academic journal focusing on science **Medical journal, an academic journal focusing on medicine **Law review, a professional journal focusing on legal interpretation *Magazine, non-academic or scho ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Product Sample
A product sample is a sample of a consumer product that is given to the consumer free of cost so that they may try a product before committing to a purchase. When it comes to marketing non-durable commodities, such as food items, sampling is crucial. It gives room to highlight new items on the market as well as to bring back classic product categories with fresh tastes, inventive ingredients, and other changes. Free samples A free sample or "freebie" or "trial packs" is a portion of food or other product (for example beauty products) given to consumers in shopping malls, supermarkets, retail stores, or through other channels (such as via the Internet). Sometimes samples of non-perishable items are included in direct marketing mailings. The purpose of a free sample is to acquaint the consumer with a new product, and is similar to the concept of a test drive, in that a customer is able to try out a product before purchasing it. Many consumer product companies now offer free samp ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing Engineering
Marketing engineering is currently defined as "a systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process". History The term ''marketing engineering'' can be traced back to Lilien et al. in "The Age of Marketing Engineering" published in 1998; in this article the authors define ''marketing engineering'' as the use of computer decision models for making marketing decisions. Marketing managers typically use "conceptual marketing", that is they develop a mental model of the decision situation based on past experience, intuition and reasoning. That approach has its limitations though: experience is unique to every individual, there is no objective way of choosing between the best judgments of multiple individuals in such a situation and furthermore judgment can be influenced by the person's position in the firm's hierarchy. In the same year Lilien G. L. and A. R ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Seeding Trial
A seeding trial or marketing trial is a form of marketing, conducted in the name of research, designed to target product sampling towards selected consumers. In the marketing research field, seeding is the process of allocating marketing to specific customers, or groups of customers, in order to stimulate the internal dynamics of the market, and enhance the diffusion process. In medicine, seeding trials are clinical trials or research studies in which the primary objective is to introduce the concept of a particular medical intervention—such as a pharmaceutical drug or medical device—to physicians, rather than to test a scientific hypothesis. To create loyalty and advocacy towards a brand, seeding trials take advantage of opinion leadership to enhance sales, capitalizing on the Hawthorne Effect. In a seeding trial, the brand provides potential opinion leaders with the product for free, aiming to gain valuable pre-market feedback and also to build support among the testers, creati ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Targeted Advertising
Targeted advertising or data-driven marketing is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus on race, economic status, sex, age, generation, level of education, income level, and employment, or psychographic focused on the consumer values, personality, attitude, opinion, lifestyle, and interests. This focus can also entail behavioral variables, such as browser history, purchase history, and other recent online activities. The process of algorithm targeting eliminates waste. Traditional forms of advertising, including billboards, newspapers, magazines, and radio channels, are progressively becoming replaced by online advertisements. Through the emergence of new online channels, the usefulness of targeted advertising is increasing because companies aim to minimize wasted advertising. Most targeted ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Target Consumer
A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service. The target market typically consists of consumers who exhibit similar characteristics (such as age, location, income or lifestyle) and are considered most likely to buy a business's market offerings or are likely to be the most profitable segments for the business to service by OCHOM Once the target market(s) have been identified, the business will normally tailor the marketing mix (4 Ps) with the needs and expectations of the target in mind. This may involve carrying out additional consumer research in order to gain deep insights into the typical consumer's motivations, purchasing habits and media usage patterns. The choice of a suitable target market is one of the final steps in the market segmentation pr ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Story (social Media)
In social media, a story is a function in which the user tells a narrative or provides status messages and information in the form of short, time-limited clips in an automatically running sequence. Definition A story is a short sequence of images, videos, or other social media content, which can be accompanied by backgrounds, music, text, stickers, animations, filters or emojis. Social media platforms typically advance through the sequence automatically when presenting a story to a viewer. Although the sequential nature of stories can be used to tell a narrative, the pieces of a story can also be unrelated. Social media platforms that offer stories will typically have a primary story for each user which consists of everything the user posted to their story over a certain period of time, usually the most recent 24 hours. Most stories cannot be changed afterwards and are only available for a short time. Stories are almost exclusively created on a mobile device such as a smartpho ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Practical Reason
In philosophy, practical reason is the use of reason to decide how to act. It contrasts with theoretical reason, often called speculative reason, the use of reason to decide what to believe. For example, agents use practical reason to decide whether to build a telescope, but theoretical reason to decide which of two theories of light and optics is the best. Overview Practical reason is understood by most philosophers as determining a plan of action. Thomistic ethics defines the first principle of practical reason as "good is to be done and pursued, and evil is to be avoided." For Kant, practical reason has a law-abiding quality because the categorical imperative is understood to be binding one to one's duty rather than subjective preferences. Utilitarians tend to see reason as an instrument for the satisfactions of wants and needs. In classical philosophical terms, it is very important to distinguish three domains of human activity: theoretical reason, which investigates the tru ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Public
In public relations and communication science, publics are groups of individual people, and the public (a.k.a. the general public) is the totality of such groupings. This is a different concept to the sociology, sociological concept of the ''Öffentlichkeit'' or public sphere. The concept of a public has also been defined in political science, psychology, marketing, and advertising. In public relations and communication science, it is one of the more ambiguous concepts in the field. Although it has definitions in the theory of the field that have been formulated from the early 20th century onwards, and suffered more recent years from being blurred, as a result of conflation of the idea of a public with the notions of audience, market segment, community, constituency, and stakeholder. Etymology and definitions The name "public" originates with the Latin ''wikt:publicus#Latin, publicus'' (also ''wikt:poplicus#Latin, poplicus''), from ''wikt:populus#Latin, populus'', to the Engli ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Emotion
Emotions are physical and mental states brought on by neurophysiology, neurophysiological changes, variously associated with thoughts, feelings, behavior, behavioral responses, and a degree of pleasure or suffering, displeasure. There is no scientific consensus on a definition. Emotions are often reciprocal determinism, intertwined with mood (psychology), mood, temperament, personality psychology, personality, disposition, or creativity. Research on emotion has increased over the past two decades, with many fields contributing, including psychology, medicine, history, sociology of emotions, computer science and philosophy. The numerous attempts to explain the origin, functional accounts of emotion, function, and other aspects of emotions have fostered intense research on this topic. Theorizing about the evolutionary origin and possible purpose of emotion dates back to Charles Darwin. Current areas of research include the neuroscience of emotion, using tools like positron ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Top-of-mind Awareness
Top-of-mind awareness (TOMA) is a measure of how aware is a consumer of a brand. It is part of consumer behaviour, and is a key aspect of marketing research and marketing communications. Definitions of top-of-mind awareness In marketing, "top-of-mind awareness" refers to a brand or specific product being first in customers' minds when thinking of a particular industry or category. Top-of-mind awareness is defined in ''Marketing Metrics'': "The first brand that comes to mind when a customer is asked an unprompted question about a category. The percentage of customers for whom a given brand is top of mind can be measured." TOMA has also been defined as "the percent of respondents who, without prompting, name a specific brand or product first when asked to list all the advertisements they recall seeing in a general product category over the past 30 days." At the market level, top-of-mind awareness is more often defined as the "most remembered" or "most recalled" brand names. To ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
