Marketing Communications

498 CHAPTER 15 E-COMMUNICATION Following this success, where an impressive 7 million players took part, launched a follow-up in ...

E-MARKETING TOOLS 499 etc.) is awarded with points to unlock badges for the things members do in the real world and compete with ...

500 CHAPTER 15 E-COMMUNICATION findings, nine additional focus groups were conducted. In both the interviews and the focus group ...

E-MARKETING TOOLS 501 As the penetration of smart phones is growing, European gaming gets more social (connect, compete and soci ...

502 CHAPTER 15 E-COMMUNICATION Viral marketing campaigns work best between groups with strong common interests. Th is implies th ...

E-MARKETING TOOLS 503 Traditional word-of-mouth (WOM) communications have been proven to influence both pre-purchase decisions a ...

504 CHAPTER 15 E-COMMUNICATION Online contests and sweepstakes Related to online games are the Internet versions of contests and ...

E-MARKETING TOOLS 505 E-sampling gives marketers the option to carry out extremely accurate one-to-one demo- graphic, geographic ...

506 CHAPTER 15 E-COMMUNICATION E-mail marketing E-mail marketing is basically not much more than using the Internet and e-mail f ...

MOBILE MARKETING 507 Privacy and legal issues were once a hot and controversial issue in the e-mail marketing industry, but now ...

508 CHAPTER 15 E-COMMUNICATION of the smart phone, heightened by Apple’s iPhone launch in mid-2007, was the true turning point f ...

MOBILE MARKETING 509 During the summer of 2010, 's Cornetto brand ran an innovative mobile marketing campaign that brought toget ...

510 CHAPTER 15 E-COMMUNICATION With the increase of smart-phone (and tablet) penetration, the audience for mobile adver- tising ...

MOBILE MARKETING 511 The D’Ieteren Group sells cars in Belgium for the Volkswagen, Audi, Skoda and Porsche brands. For car deale ...

512 CHAPTER 15 E-COMMUNICATION When using mobile marketing techniques, a lot of legal and moral implications have to be taken in ...

INTERACTIVE TELEVISION 513 In June 2011, Burger King started a new interactive TV campaign ‘ The Whopperlust’ on Direct TV chann ...

514 CHAPTER 15 E-COMMUNICATION Th e following trends are emerging in diff erent European countries:^128 From broadcast towards ...

INTERACTIVE TELEVISION 515 Connected TV. Th e sales of Internet-connected TV are booming across Europe. Reports from both the N ...

516 CHAPTER 15 E-COMMUNICATION Because of the existence of on-screen applications, TV advertising needs to be seen in another, m ...

THE SOCIAL MEDIA REVOLUTION 517 Table 15.2 Classification of social media by social presence/media richness and self-presentatio ...