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The political role of government-sponsored social marketing campaigns
This paper seeks to challenge the boundaries between social, public sector and political marketing by drawing on a wide range of literature in order to open up the debates on this topic; and secondly, to contribute to critical perspectives on the wider impact of government social marketing campaigns. It includes an analysis of print advertisements and promotional material of a government-sponsored social marketing campaign is used.
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Segmentation in social marketing: Insights from the European Union's multi-country, antismoking campaign
In 2005, the European Union launched a four-year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers, non- smokers, and ex-smokers).
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SME brand building and management: an exploratory study
This paper looks at brand identity, equity and brand management in small to medium-sized enterprises (SMEs). Results showed that the founders' value and beliefs set the tone for the core competencies to be developed and transmitted through brand identity. Marketing innovations, including coherent marketing programs and the use of the country of origin image, support the brands and brand diversification strategies contribute to SMEs' growth.
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Do logo redesigns help or hurt your brand? The role of brand commitment
Logos are a critical component of brand aesthetics. How do such redesigns affect consumers' brand attitudes? The purpose of this paper is to explore the role of brand commitment on consumer response to logo shape redesign. This research uses a field experiment with 632 respondents and examines two athletic shoe brands: New Balance and Adidas.
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Newfoundland & Labrador Tourism: Fresh Air
This case study demonstrates how Newfoundland and Labrador (NL) Tourism launched a strategic advertising campaign against the best opportunity group living in Toronto and Ottawa, Ontario, Canada in June and July 2008 -- a critical travel period to influence leisure (vacation) travel. The 'Fresh Air' campaign targeted travellers in a high state of travel readiness because it tactically ran at a time when places like Toronto are dealing with searing temperatures and poor air quality. The suggestion to take a 'breather' in NL is a great idea!
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Total customer engagement: designing and aligning key strategic elements to achieve growth
The total engagement model puts everything together into an efficient and effective system. The proposed model is fairly comprehensive and thereby integrates and clearly explains, with emphasis on actionability, how to design and operate a growth plan driven by increasing customer engagement. Two case studies are presented, which illustrate the model at work.
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