Marketing Communications

538 CHAPTER 15 E-COMMUNICATION is getting the most engagement, and even attempts to calculate the ‘sentiment’ of your Twitter fo ...

FURTHER READING 539 characteristics of the net community, online contests, and e-sampling and e-couponing, which have a number o ...

540 CHAPTER 15 E-COMMUNICATION CASE 15: The Global Fund’s Born HIV Free campaign The Global Fund in need of a different communic ...

CASE 15 541 used solely positive messages, calling upon Europeans to help end mother-to-child transmission of HIV – and to expre ...

542 CHAPTER 15 E-COMMUNICATION z Wikipedia page on the campaign is launched. Mentions objectives, data, facts and figures and am ...

CASE 15 543 commentators) in seven countries (France, Germany, Italy, the Netherlands, Spain, UK, USA), more than 25% of these o ...

544 CHAPTER 15 E-COMMUNICATION Figure 15.2 Costs vs impact matrix of campaign tools Source : From InSites Consulting. Source : T ...

CASE 15 545 Source/Medium >> None Visits ↓ Pages/Visit Avg. Time on Site google/organic 10 893 312 1.11 00:00:26 youtube. ...

546 CHAPTER 15 E-COMMUNICATION effective at achieving a steady level of growth from 5000 to 19 000. Figure 15.4 shows the gender ...

CASE 15 547 digital petition ever undertaken on Twitter. To achieve this, Twitter’s support was gained by means of promoted twee ...

548 CHAPTER 15 E-COMMUNICATION Achieving public adoption requires each of the following steps: Questions asked: Awareness – spon ...

REFERENCES 549 QUESTIONS Assess the approach of the Global Fund. What did it do well and why? What could have been done differe ...

550 CHAPTER 15 E-COMMUNICATION research-docs/research_starbucksresultssummary_8217. pdf (accessed 2 October 2012). 32 Weima, K.W ...

REFERENCES 551 71 Drèze, X. and Zufryden, F. (2004), ‘Th e Measurement of Online Visibility and Its Impact on Internet Traffi c’ ...

552 CHAPTER 15 E-COMMUNICATION 116 http://www.adverblog.com (accessed January 2009). 117 http://www.slideshare.net/bigsplashweb/ ...

REFERENCES 553 164 http://vimeo.com/blog/post:468 , http://en.wikipedia.org/ wiki/Vimeo (accessed 2 October 2012). 165 Roehm, M. ...

554 CHAPTER 15 E-COMMUNICATION 209 http://mashable.com/2012/05/17/facebook-timeline- brand-tips/ (accessed 2 October 2012). 210 ...

CHAPTER 16 Ethical issues in marketing communications CHAPTER OBJECTIVES This chapter will help you to: z Understand what morals ...

556 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS Introduction Marketing communications professionals are oft en accused ...

ETHICS AND MARKETING COMMUNICATIONS 557 always considered unethical. Still others distinguish three basic dimensions of ethical ...