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Sports betting in the United States is exploding in popularity and has the potential to change the way sports fans interact with sports properties and sports content. However, not all sports bettors are the same, and market segmentation research provides a resource for more targeted communication and marketing strategies. Utilizing behavioral and psychographic data, the current study segmented 1,077 sports bettors by involvement. The segments were then contrasted on a number of factors within the framework of Mowen's 3M model of motivation and personality. A sample of 513 nonbetting sports fans was also included as a segment within the analyses. Statistically significant differences were found at the motivational, elemental, compound, and surface trait levels between the betting segments and between the betting and the nonbetting sports fans. The findings point to a strong emotional draw regardless of involvement yet a clear need for the betting industry to educate on issues related to jurisdictional legality and common language. [ABSTRACT FROM AUTHOR]

This work identifies the differences in the relevance of online endorsers' physical attractiveness and expertise depending on whether an endorsed product is related to attractiveness. It provides a new perspective regarding the source-credibility model and explores unprecedented relationships. To date, many studies investigating online endorsers have focused on attractiveness-related products, but online endorsers are also employed for attractiveness-unrelated products. Practitioners therefore need to know which requirements are relevant to attractiveness-unrelated products. However, no existing study has compared online endorsers of attractiveness-related or attractiveness-unrelated products. Our investigation is based on an empirical experiment including 576 participants, analyzed with structural equation modeling. The subsamples are compared by multigroup analysis, resulting in counterintuitive results. Both online endorsers and practitioners can greatly benefit from our findings. Our findings indicate that attractiveness is a relevant requirement for both types of products, although attractiveness has a stronger impact on brand-related variables of attractiveness-related products. Male attractiveness is also more relevant than female attractiveness regarding attractiveness-related products. Concerning expertise, we find no differences between the two types of products. [ABSTRACT FROM AUTHOR]

Airports throughout the world are remodelling, expanding and upgrading to handle increasing travel demand and Salt Lake International Airport (SLC) is no exception. In 2020, SLC opened the first new hub airport built in the USA in the 21st century. There were many challenges along the way, such as a worldwide pandemic and an earthquake with an epicentre just miles away from the airport. Perhaps the most monumental task was to build a 4 million square foot airport adjacent to an operating one. But beyond navigating construction and operations, building support for a new airport — when the existing airport was so beloved in the community — created additional challenges. SLC's communication and marketing team was tasked with crafting messages to help the community navigate this change, while also educating, informing and engaging the public. This paper discusses how, in order to provide a roadmap for communicating through the massive construction project, a Strategic Communication and Marketing Plan was developed for The New SLC Redevelopment Program that outlined goals and audiences, messaging, branding, marketing, traditional and social media and video production. The paper presents how the campaign was rooted in research and continually adjusted based on feedback and other evaluation mechanisms. The first step in developing a comprehensive communication plan was to conduct research by surveying SLC's audiences prior to undertaking a branding programme. An important research component was to identify key audiences and stakeholders, including internal audiences — such as employees and tenants — to help spread the project's message through grass-roots efforts. Once feedback from the survey was compiled, a brand was developed that resonated with the intended audiences. Just as important was to develop strategic messaging to inform audiences, while also educating and engaging. Next, determining the most effect ways to deliver the message was key, and was done through a combination of advertising, events, press conferences and traditional and social media. [ABSTRACT FROM AUTHOR]

This article in the Archives of the Dance series looks at the contents of the Richard Alston Dance Company (RADC) Archive and collection THM/627 that documents the company's activities from its foundation in 1994 to its closure in 2020. It is now housed within the Theatre and Performance Collections at the Victoria and Albert Museum, London, where it will become accessible from 2025 at the museum's new research centre, V&A East Storehouse. It covers the creations by Richard Alston and his assistant Martin Lawrance and the contributions of their collaborators on the music and design for productions. It includes 27 actual costumes and photographs of the entire wardrobe for company productions. It comprehensively documents the performances in Britain and overseas and activities by RADC and their outreach work. It also covers administration, marketing and communications including a remarkably complete run of posters. At the V&A the RADC Archive joins the Contemporary Dance Trust Archive THM/22 acquired in 2001 which includes some material on RADC as well detailed documentation on London Contemporary Dance Theatre, the previous resident dance company at The Place. [ABSTRACT FROM AUTHOR]

The plant‐based meat alternative market is experiencing rapid growth. However, whether this growth extends to mainstream consumers will depend on the sensory profile, emotional profile, and situational appropriateness of these products. This study provides a sensory comparison between two plant‐based burgers, one hybrid burger, and a conventional 100% ground beef burger. The sensory evaluation was carried out under blind and informed conditions using a between‐subject design. Participants (n = 177) were asked to rate the appearance, flavor, odor, and texture of each product and indicate their overall liking. In addition, 26 sensory terms were evaluated using the rate‐all‐that‐apply technique. The study also measured the emotional profile and the situational appropriateness elicited by each product using the check‐all‐that‐apply technique. The results showed that (a) in the blind condition, there were no significant differences observed in overall liking across the four burgers; (b) the plant‐based burger made with pea protein received the lowest overall liking score, and its evaluation was not positively influenced by product information disclosure; (c) providing product information influenced the perceived intensity of the attributes associated with meat; (d) discriminatory ability for emotions was higher in the informed condition; and (e) for the situational appropriateness, when prioritizing healthy eating, participants considered plant‐based burgers more suitable than the groundbeef burger. Practical Application: Our results demonstrate that product descriptions could have an impact on consumer acceptance of different meat burger alternatives. In order to launch successfull meat alternatives, product developers and communication marketing specialists should consider the extent to which these alternatives resemble regular meat products in terms of their sensory and emotional profiles and context of use. [ABSTRACT FROM AUTHOR]

Textual social media data have become indispensable to researchers' understanding of message strategies and other marketing practices. In a new departure for the field of brand communication, this study adopts and extends a semi-supervised machine-learning approach, guided latent Dirichlet allocation (LDA), which incorporates human insights into the discovery and classification of topics. We used it to analyze tweets from businesses involved with an emerging food technology, cultured meat, and delineated four key message strategies used by these brands: providing functional, educational, corporate social responsibility, and relational content. We further ascertained the relationships between brands and the key topics embedded in their Twitter data. A comparison of model performance suggests that guided LDA can be an advantageous alternative to traditional LDA, which is characterized by high efficiency and immense popularity among researchers, but—because of its unsupervised nature—yields findings that can be difficult to interpret. The present study therefore has critical theoretical and methodological implications for communication and marketing scholars. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this commentary is to discuss a framework (the Revised Model of Sport Consumer Behavior – R-MSCB; Trail, 2019) to accomplish the following objectives. (1) Provide a framework for sport marketers and sport organizations to use in their own market research. (2) Designate the processes needed to generate results and knowledge that sport organizations, sport marketers and associated corporate partners can use to improve marketing campaigns. (3) Provide suggestions for analytic techniques and measurement constructs/instruments that will facilitate market research within the sport industry. Design/methodology/approach: The author created a 140-item questionnaire for the pre-survey and a 50-item questionnaire for the post-survey. The pre-survey was given at the beginning of the season, and the post-survey was given at the end of the season. The research group has generated a sequence of 13 studies and has collected pre-survey responses from over 7,800 people across 4 continents, 8 sports and 13 teams (data collections), with more teams still planned and over 2,000 post-season survey responses with data collection continuing. Findings: This project, with its 13 studies, will provide sport organizations with the theories/frameworks, knowledge and processes to do their own market research in a more effective and efficient manner and will show sport organizations how to understand the complexities of sport consumer behavior, the motivations behind it and how it varies extensively across individuals. The author will show sports organizations how to collect data from their consumers using valid and reliable measures and constructs that will allow them to segment their consumers, how to effectively market to those segments and how to establish long-lasting relationships that make a satisfied and loyal customer. Originality/value: This paper provides the framework and guidelines so that sport marketers and researchers can identify specific variables, constructs and relationships that will further their own objectives when attempting to explain sport consumer behavior. Using their own market research, they can implement the results/output in association with the Communications Strategy Model to create more effective and efficient marketing and communications campaigns and consequently drive key performance indicators (KPIs) and improve revenue streams. [ABSTRACT FROM AUTHOR]

In the current business environment, where the customer is the primary focus, effective communication between marketing and senior management is vital for success. Effective customer profiling is a cornerstone of strategic decision-making for digital start-ups seeking sustainable growth and customer satisfaction. This research investigates the clustering of customers based on recency, frequency, and monetary (RFM) analysis and employs validation metrics to derive optimal clusters. The K-means clustering algorithm, coupled with the Elbow method, Silhouette coefficient, and Gap Statistics method, facilitates the identification of distinct customer segments. The study unveils three primary clusters with unique characteristics: new customers (Cluster A), best customers (Cluster B), and intermittent customers (Cluster C). For platform-based Edutech start-ups, Cluster A underscores the importance of tailored learning content and support, Cluster B emphasizes personalized incentives, and Cluster C suggests re-engagement strategies. By understanding and addressing the diverse needs of these clusters, digital start-ups can forge enduring connections, optimize customer engagement, and fuel sustainable business growth. [ABSTRACT FROM AUTHOR]

Although small and medium-sized enterprises (SMEs) are highly important for producing highvalue-added innovative and intermediary goods and play a crucial role in being suppliers of large enterprises, their financial restraints cause them to encounter problems regarding their internationalization process and financial performance. As a dynamic capability of Resourcebased View theory (RBV), the usage of marketing communication tools (MCTs) by SMEs, such as social media (SM), websites, telemarketing, direct mail, SMS campaigns, and Google Adwords, increases the competitiveness of SMEs and might enable them to reduce their financial performance and export concerns. However, the usage of these tools can differ depending on the firm's country of origin since countries have various socio-economic and cultural conditions that affect the competitiveness of firms and their marketing communication approaches to their export and financial performance. In this regard, this paper aims to find international differences in the impact of the usage of MCTs on export and financial performance. This paper examines 1221 SMEs from Czechia, Slovakia, and Hungary for this aim. The researchers created an online questionnaire to collect data from randomly selected respondents in the research sample. The researchers also ran Binary Logistic Regression analyses for analysis purposes. Although this paper confirms international differences in the impact of MCTs on the export of SMEs, the effect of SM usage on the financial performance of SMEs does not differ depending on the SMEs' country of origin. [ABSTRACT FROM AUTHOR]

The present study concentrates predominantly on the statement that the voter is influenced by and consumes the political communication marketing formed through political structures, content which is partially created based on the political matters of a country. Consequently, this study is founded upon the point that voting actions reflect what kind of content voters consume; therefore, the elector is the potential customer of the "electoral marketplace". Accordingly, the primary goal of this study is to explain the effect that the political marketing of various parties might have on voters' behaviour. Correspondingly, we introduce the framework of the planned research; identify the vital research principles; and clarify the intentions of the study and the required theoretical background, together with the data gathering and analysis methods used at this stage for the implementation of the envisaged project. In this context, primary research has been conducted quantitatively, the conclusions of which confirm the presence of the relationship outlined above. In conclusion, this research demonstrates that there is a certain correlation between broader political marketing and electoral perceptions. According to the survey results, we conclude that there is a positive linear correlation between the values of all four elements of the marketing mix, which is statistically significant. We found that there are three different levels of correlation between the pairs of the political marketing mix. Accordingly, it appears that there is a stronger correlation between Price and Product and between Place and Promotion, respectively, while there is a slightly weaker correlation between Place and Product and Promotion and Product. At the same time, there is an even weaker but still positive and statistically significant correlation between Promotion and Price and Price and Place, respectively. In addition, "Promotion" falls behind the rest of the elements of political marketing, a fact that partially confirms the given picture with regard to political marketing and considers "Promotion", and thus the actual political/pre-election campaign, to be less influential compared to other components of the political marketing mix (Product, Place, and Price), which, according to the specific results, appear to influence, indirectly but more strongly, the voting choices of Cypriots. [ABSTRACT FROM AUTHOR]

We study the impact of pre-contractual communication on market outcomes when economic relationships are subject to hidden action. Our experiment is framed in a credit market context and borrowers (second movers) can communicate with lenders (first movers) prior to entering the credit relationship. Communication reduces moral hazard (strategic default) and increases trust (credit provision) in an environment where opportunistic behavior by borrowers is revealed ex-post to lenders. By contrast, in an environment where strategic defaults are hidden behind a veil of uncertainty, we find a substantially weaker impact of communication. Borrowers are more likely to renege on repayment promises when they can hide opportunistic behavior from lenders. As a consequence, lenders extend less credit to borrowers who promise to repay. Hidden action undermines the positive effect of communication on market outcomes. Our findings have implications for the design of contracts and how to structure relationships with a risk of hidden action: for pre-contractual communication to unfold its full potential it needs to go hand-in-hand with post-contractual monitoring. [ABSTRACT FROM AUTHOR]

The success of the premiere of the film Barbie is undeniable in terms of box office and social impact; however, another of the aspects in which the film stands out is its impact in terms of communication and promotion. The aim of this paper is to analyse the impact that the official Barbie account had on social networks during the week of the premiere. To achieve this objective, a quantitative methodology based on the Fanpage Karma social network analysis tools was used. Among the main results, it is worth highlighting that TikTok emerges as the communication and marketing channel that generates the most engagement, to the detriment of Facebook and Twitter (X). [ABSTRACT FROM AUTHOR]

The increasing use of digital formats in the Spanish advertising landscape has brought about a significant change in marketing practices, leading to a growing demand for influencers as key components of brand strategies. The objectives are twofold: firstly, to highlight the importance of these influencer profiles and, secondly, to identify their impact on the operational framework of agencies, from marketing plans to strategic planning, creativity and media, thus assuming a key structural role. The methodology used combines both qualitative and quantitative approaches, including in-depth interviews, a survey and the Delphi method. The findings underline the paramount importance of these social profiles for society, end-users and communication and marketing agencies. [ABSTRACT FROM AUTHOR]

Public health communication acts as a social vaccine in case of pandemics. Prior research has identified that such initiatives often fail to reach vulnerable sections of society. In India, while the first wave of infections mainly hit the urban areas, rural areas witnessed a surge in the second wave. Using the World Bank data, we attempt to understand the effectiveness of public awareness campaigns in rural areas. We use the Ecological Model for public health and find how the various factors relate to public health outcomes. The ecological factors are found to be related to awareness of Covid‐19. We find inadequate awareness about the symptoms and preventive measures associated with Covid‐19 among the rural population. We also find significant differences in communication and awareness along dimensions such as education and access to media. The role played by SHGs and hospitals in dealing with pandemics is also evident in this study. We conclude that the disparity in public health communication needs to be bridged to ensure equitable access to health information in society during public health crises. [ABSTRACT FROM AUTHOR]

This article presents an empirical investigation of the effects university brand personality and student–university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed using structural equation modelling. The results revealed that only the sincerity and lively facets of university brand personality play a vital role in informing student–university identification. Furthermore, when students perceive their university brand to be more sincere, they are more likely to exhibit citizenship behaviour. The study also found that students who identify with their university engage in various forms of participation and citizenship behaviours. University administrators can streamline their marketing and branding communication to emphasise specific brand characteristics in order to improve student identification with the university and student engagement in university-supportive and extra-role behaviours. [ABSTRACT FROM AUTHOR]

Bu çalışma, Facebook, Instagram, Quora ve Reddit gibi sosyal medya platformlarından elde edilen verilerle hidro, güneş, rüzgâr ve nükleer gibi çeşitli enerji kaynakları hakkındaki halk görüşlerinin duygu analizini gerçekleştirmektedir. 3,269 bahsetme verisi ile etkileşimler, paylaşımlar ve beğeniler incelenerek bu enerji formlarıyla ilgili güncel tartışmalara kapsamlı bir bakış sunulmaktadır. Yöntem, duygu analizini nicel verilere dayandırarak altta yatan temaları ortaya çıkarmak için nitel içerik incelemesiyle birleştirilmektedir. Sonuçlar genellikle "temiz," "sürdürülebilir" ve "verimli" olarak tanımlanan yenilenebilir enerjiye, özellikle hidro ve güneş enerjisine karşı güçlü bir olumlu duygu ortaya koymaktadır. Hidro enerjisi, çevresel etkisinin minimum olduğu algısı nedeniyle yüksek bir itibara sahiptir; güneş enerjisi ise iklim değişikliği ile mücadele ve teknolojik ilerlemeler için övgü almaktadır. Rüzgâr enerjisi, görsel ve ses kirliliği endişeleri ve potansiyel vahşi yaşam etkileri nedeniyle eleştirilirken nükleer enerji güvenlik ve atık yönetimi sorunları nedeniyle olumsuz duygular uyandırmaktadır. Bu sonuçlar, yenilenebilir enerji endüstrisi içinde etkili pazarlama stratejileri oluşturmak için önemli sonuçlar sunmaktadır. [ABSTRACT FROM AUTHOR]

This article explores the dynamic evolution of digital marketing and communication strategies within agricultural enterprises across diverse social media platforms amidst the industry's ongoing transformation. Employing a comprehensive approach, including detailed case studies and a mix of quantitative and qualitative analyses, the study investigates how these strategies enhance online presence, stakeholder engagement, and overarching marketing goals. Utilizing an advanced econometric model, the research uncovers statistical relationships, revealing the quantitative impact of digital marketing and social media on revenue generation for agricultural enterprises. The results highlight the effectiveness of a nuanced blend of content marketing, community building, and targeted advertising in boosting visibility and engagement. Beyond statistics, the study identifies key propositions for optimizing digital strategies in agriculture, emphasizing tailored content, data analytics, and the integration of emerging technologies. By scrutinizing the dynamic interplay between digital marketing and communication dynamics within the agricultural landscape, the research contributes theoretical insights and practical recommendations. Serving as a guiding compass for stakeholders, policymakers, and researchers, the study offers a roadmap for leveraging the transformative potential of digital strategies in the evolving agricultural industry. This research provides valuable guidance for stakeholders aiming to harness the synergies between digital marketing and communication strategies, ensuring a holistic approach to navigating the complexities of the digital landscape within the agricultural sector. [ABSTRACT FROM AUTHOR]

A well-designed Agricultural Extension System (AES) can facilitate transitions towards sustainable agriculture. However, in most developing countries, AES has failed to promote sustainable agricultural development. The New Agricultural Extension System (NAES) was initiated to facilitate agricultural development in Iran. However, there is still no definite reflection on the influences of NAES on agricultural development. Therefore, this research aimed to evaluate the performance of NAES. To ensure an integrative and holistic analysis of the NAES's performance, the Complexity Theory (CT) and Agricultural Innovation System (AIS) approaches were used. To gather data, survey research was conducted in Fars Province, southern Iran. A multi-stage random sampling was used to identify the designated extension agents. The findings indicated that effective implementation of the NAES needs facilitated interaction through network mediation (X = 71.6), creation of an enabling context for the delivery of extension services (X = 66.6), improved communication and marketing infrastructures (X = 72), development of a value chain (X = 71.4), acceptance of self-organization (X = 67.8) and adoption of complexity-aware management (X = 66). The results also identified the hindering effects of demographic, structural and psychological factors on the practical application of CT and AIS principles. Some recommendations and implications are offered to improve the effectiveness of NAES. [ABSTRACT FROM AUTHOR]

Following George Floyd's murder in 2020, academia pursued a policy of diversity, noticeable in the job advertisements for the following academic year. This article analyzes 77 tenure-track positions for the 2020–2021 academic year advertised on the National Communication Association's COMMNotes. With a focus on the job market and labor, the authors explain the assumptions of applying for tenure-track positions. The analysis shows how diversity transforms from concept into practice. However, within the context of the U.S.-based communication studies' economic conditions, the authors ask if labor is outside the conceptualization of diversity. [ABSTRACT FROM AUTHOR]

The performance of a health care organization is impacted by how its management handles problems caused by disruptions in communication and shows concern for the ongoing enhancement of the communication process. Any health care organization's marketing communication approach is essential since it has an impact on both personnel and consumer satisfaction. From the perspective of physiotherapists, the current study aims to explore the connections between the perceived quality of health care services, marketing communications and job satisfaction. The sample comprised 114 individuals, the majority of whom were women, and whose average age was 39,74 (±9,56). Their average experience in the health care organization was 12,44 years (± 8,95). A self-administered questionnaire that contained socio-demographic items and specific items to collect data about the importance of marketing communication, job satisfaction, and perceived quality, was used as the research instrument. The results revealed that physiotherapists' job satisfaction is positively influenced by both marketing communication and the perceived quality of care. However, to be more effective, health care managers need to offer specialized trainings to physiotherapists in order to motivate them and strengthen reliability and responsiveness when providing services. [ABSTRACT FROM AUTHOR]

Introduction Transformation describes a dramatic modification in appearance or character. Philip Morris International (PMI)'s sponsorship-linked marketing of Formula 1 auto racing is illustrative of transformation. The company's flagship cigarette brand, Marlboro has been replaced as the identified partner by their newly developed brand, Mission Winnow. This study examines the tobacco company's marketing objectives for transforming the brand identity of its Formula 1 Ferrari race team partnership. Aims and Methods We provide a case study, and our method of qualitative enquiry is textual analysis. We review marketing planning documents from Philip Morris, which would normally be proprietary, but are publicly accessible because of litigation. Additionally, we review Mission Winnow's social media posts, over a 3-year span, from the brand's Facebook, Instagram, and Twitter accounts. Results PMI initiated its Formula 1 sponsorship in 1972. Through Marlboro, the company's sponsorship-linked marketing was largely centered on building brand image and reinforcing Marlboro's brand identity of rugged masculinity, independence, heroism, and adventure. When Mission Winnow replaced Marlboro as the identified brand sponsor in 2018, the company's marketing communication shifted to highlighting transformation, progress, open dialogue, teamwork, innovation, technology, and science. Conclusions Despite Article 5.3 of the World Health Organization's Framework Convention on Tobacco Control (WHO FCTC) calling for Parties to protect public health policies from the commercial and vested interests of tobacco companies, PMI still seeks to be an important stakeholder in such consultations, including those pertaining to harm reduction. Mission Winnow's sponsorship-linked marketing points to a larger company narrative about trying to gain or reclaim legitimacy and credibility. Implications PMI's continued sponsorship of Formula 1 is a strategic means of drawing attention to the company's "next-generation products" and communicating their supposed "transformation." The company's sponsorship-linked marketing initiatives point to a need for Parties to enforce Article 13 of the WHO FCTC, which calls for a comprehensive ban on tobacco advertising, promotion, and sponsorship. [ABSTRACT FROM AUTHOR]

Purpose – This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction). Design/methodology/approach – The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia). Findings – The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction. Research limitations/implications – The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry. Practical implications – This research suggests that three components of IMC should be applied together towards enhancing the customer’s positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service. Originality/value – The shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction. [ABSTRACT FROM AUTHOR]

The scientific literature maintains that Radio Castilla (EAJ-27), founded in 1933 and the official station of the rebels in the Civil War, was the pioneer in Burgos and Old Castilla. This investigation contributes that there were two previous ones. The first, Radio Publicidad Burgalesa, by businessman Manuel Fuentes Almaraz. It closed when Manuel Mata Villanueva and Fidel Martínez Saiz obtained official authorization for the EAJ-27 (Radio Castilla) station. The second was the radio at the Normal School for Teaching, an extra-short wave project that pioneered the use of radio as a teaching tool. [ABSTRACT FROM AUTHOR]

There is no legal regulation that prevents the professional performance of advertising activity if you do not have a university degree in Advertising and Public Relations. The intrusiveness in this area is linked to the need to have the necessary training and preparation and therein lies the usefulness of the current university degree: it will be more or less valuable to the extent that it provides the training required to adequately perform the profession and respond satisfactorily to the new demands generated by the profound changes in the communication sector. For this reason, it is necessary for universities to deepen their knowledge of the fickle demands in the sector and show sufficient agility to adapt their study plans. Starting from this basis, we developed a quantitative investigation through a closed questionnaire answered by a sample (n=200) of graduates in the degree of Advertising and Public Relations of the University of Alicante (Spain) with the aim of knowing their opinion on the studies of Advertising and Public Relations of the University of Alicante and its suitability to access professional practice. The research is complemented with a second exploratory sample, made up of advertising agency workers in the province, who support and point out future lines of work. The main results speak of the good image of Alicante advertising by graduates and a disparate opinion about the knowledge and skills acquired; a reality that contrasts with the vision of professionals, when they confirm that graduates in Advertising and Public Relations offer criteria and rigor to praxis. It concludes by contrasting some of these results and opening new avenues of work to influence structural aspects such as new professional roles or relationships in the local advertising ecosystem. [ABSTRACT FROM AUTHOR]

The logistics and delivery industry is undergoing a technology-driven transformation, with robotics, drones, and autonomous vehicles expected to play a key role in meeting the growing challenges of last-mile delivery. To understand the public acceptability of automated parcel delivery options, this U.S. study explores customer preferences for four innovations: autonomous vehicles, aerial drones, sidewalk robots, and bipedal robots. We use an Integrated Nested Choice and Correlated Latent Variable (INCLV) model to reveal substitution effects among automated delivery modes in a sample of U.S. respondents. The study finds that acceptance of automated delivery modes is strongly tied to shipment price and time, underscoring the importance of careful planning and incentives to maximize the trialability of innovative logistics options. Older individuals and those with concerns about package handling exhibit a lower preference for automated modes, while individuals with higher education and technology affinity exhibit greater acceptance. These findings provide valuable insights for logistics companies and retailers looking to introduce automation technologies in their last-mile delivery operations, emphasizing the need to tailor marketing and communication strategies to meet customer preferences. Additionally, providing information about appropriate package handling by automated technologies may alleviate concerns and increase the acceptance of these modes among all customer groups. [ABSTRACT FROM AUTHOR]

Product placement studies are marketing practices in which references to a specific product/brand are made to create awareness about that product/brand within the fiction and/or to keep awareness in a dynamic state. In product placement studies, there is an implicit message of the product instead of direct advertising of the product. Product placement as a marketing communication tool is conducted in many media. Product placement in movie posters can be considered as a permanent, effective and efficient marketing communication tool due to its features such as being easier to make than other types of advertisements, low cost, and rapid spread on the internet. The main purpose of this study is to understand the contribution of product placements in movie posters to the promotion and marketing of the product. In addition, the sub-objective is to reveal how visuals are used in the implicit promotion of the products in the posters used for the promotion of the main product, the movie. In line with these objectives, semiotic analysis was utilized in the study. There are limited studies in the literature on product placements in movie posters, which are less preferred in practice compared to other media. At this point, it is thought that the study will contribute to practitioners and the literature. The population of the study consists of movie posters with product placement. The posters of the movie "The Italian Job", which was shot in 1969 and reinterpreted in 2003, were selected as a sample because it was thought to be suitable for the purpose of the study. As a result, when the Mini Cooper car visuals used in the posters were semiotically analyzed with visual design principles and elements, it was seen that they served to promote the product, namely the Mini Cooper car. The visual elements in the posters implicitly contribute to the promotion and advertisement of the product. It can be said that product placement on movie posters is an important option for promoting the product and conveying its features to consumers. [ABSTRACT FROM AUTHOR]

Rapid methods of text analysis are increasingly important tools for efficiently extracting and understanding communication within the food and beverage space. This study aimed to use frequency‐based text mining and biterm topic modeling (BTM) as tools for analyzing how cider products are communicated and marketed on cider‐producer websites for products made in Virginia, Vermont, and New York. BTM has been previously used to explore topics in small corpora of text data, and frequency‐based text mining is efficient for exploring patterns of text across different documents or filters. The present dataset comprised 1115 cider products and their website descriptions extracted from 124 total cider‐producer websites during 2020 and 2021. Results of the text mining analyses suggest that cider website descriptions emphasize food‐pairing, production, and sensory quality information. Altogether, this research presents the text mining approaches for exploring food and beverage communication. Practical applications: This research will be valuable to stakeholders in the United States' cider industry by providing relevant insight as to how cider marketing and sensory communication varies based on extrinsic product factors, such as geography and packaging. This research also demonstrates the efficiency and potential of text mining tools for exploring language and communication related to foods, beverages, and sensory quality. Further, this research provides a framework for extracting sensory‐specific language from a large corpus of data, which may be adopted by other researchers wishing to apply rapid descriptive methods in the sensory, quality, and consumer research fields. [ABSTRACT FROM AUTHOR]

Due to the changes that the internet has brought to the world in terms of communication, it is essential for all companies to be present in this medium. A digital marketing strategy has the same objectives as traditional marketing, but it utilizes means such as websites, blogs, social media, among others, for its promotion. In this context, the objective of this study was to analyze the development of digital marketing on social media platforms for Alfa Footwear, central region of Rio Grande do Sul state. The methodology employed was qualitative, and data collection was done through individual interviews to understand the company's behavior. The results obtained demonstrate how Alfa Footwear utilizes platforms such as Facebook, Instagram, Twitter, YouTube, WhatsApp, and a company blog, in addition to their website, to carry out their digital marketing for campaign promotion and product sales. The company has an integration of the marketing and communication departments, with strategic planning initiated well before any activity on social media. Furthermore, the company also employs experiential marketing and enchantment marketing as a means of customer loyalty. Based on the findings, suggestions were made to the company's management, such as the utilization of the strategy known as Search Engine Optimization (SEO) and the implementation of email marketing. [ABSTRACT FROM AUTHOR]

The positive contributions that small and medium-sized enterprises (SMEs) make in the iron and mining industries are vital for the development of the global economy. However, their costly operations in disadvantaged regions and the green economy interests of financial institutions have made them face more financial obstacles that decrease their export and financial performance. In this regard, their ability to use marketing communication tools that are included in the dynamic capability of Resource-based View theory (RBV) can reduce their exporting and financial performance concerns. This is because using these marketing communication tools presents them with less costly marketing solutions and provides competitive advantages for SMEs against their larger-sized rivals. In this regard, this paper aims to analyze the impact of one-way (telemarketing, direct mail, website, etc.) and two-way marketing communication tools (social media platforms) on SMEs' export intention and financial performance from the iron and mining industries. The research team collected data from 1221 SMEs operating in Eastern European countries via an internet-mediated questionnaire to hit this target. The impacts of the marketing communication tools on export intention and financial performance are analyzed via the Binary Logistic Regression Test. The results show that while using one-way and two-way marketing communication tools does not affect the export intention of SMEs, it negatively affects their financial performance. The reason for these results might be related to the location and sector in which SMEs operate. [ABSTRACT FROM AUTHOR]

The research aims to understand new marketing practices by studying the evolution of Heineken's marketing communications. It was based on studies by Kotler (1998, 2004, 2016) for marketing mix, Shimp (2002) for promotion and sponsorship and Schmitt (1999) for experience marketing, among others. This is a bibliographical and exploratory research, of a qualitative nature. To study sponsorship and experiential marketing, the sample was defined over the last five years at the 2019 Rock in Rio event. The data reveals that Heineken's promotion (communication) has the following characteristics: use of celebrities and common audiences; humorous stories; changing social themes to reach the public; restructuring of the promotion or cancellation when the effect caused a negative impact; the meaning given by the public is more important than the creation itself; social and cultural themes contextualized with the societal debate; implementation, monitoring and control of the promotion P. It is concluded that experiential marketing is widely used in terms of convincing consumers, as it highlights Heineken's brand and product, making television media and social networks a channel for persuading and gaining loyalty from its target audience. [ABSTRACT FROM AUTHOR]

The PESO model (paid, earned, shared, and owned media), by Gini Dietrich, is a media channel framework for digital Public Relations in an age of increasing integration across marketing communications channels and disciplines. The four media types have been converged as a four-media strategy working together. The model is used to evaluate the effectiveness of the organizational digital strategies. This study used quantitative and qualitative content analysis, and in-depth interviews to investigate how the National Museum of Egyptian Civilization (NMEC) used the PESO model as a framework for a successful digital content marketing. [ABSTRACT FROM AUTHOR]

User reviews are now an essential source of information for consumers, exerting strong influence on purchase decisions. Broadly speaking, reviews rated by consumers as more helpful exert a greater influence downstream. The current research examines how the linguistic characteristics of a review affect its helpfulness score. Using a convolutional neural network (CNN), this research analyzes the linguistic subjectivity and objectivity of over 2 million reviews on Amazon. The results show that, ceteris paribus, both linguistic subjectivity and objectivity have a positive impact on review helpfulness. However, contrary to consumers' intuition, when subjectivity and objectivity are combined in the same review, review helpfulness increases less than their respective separate effects would predict, especially for hedonic products. We conceptualize that this results from the increased complexity of messages mixing subjective and objective sentences, which requires more effortful processing. The findings extend the literature on online reviews, word‐of‐mouth, and text analysis in marketing, and offer practical implications for marketing communication and facilitation of reviews. [ABSTRACT FROM AUTHOR]

Our study aims to understand the strategic process adopted by the ministry in charge of tourism and crafts for promoting tourist services in the digital age. The objective of this contribution is to question the effectiveness of websites in the service of the marketing communication strategy (SCM) for promoting the tourist offer in Algeria. The study is based on a content analysis applied to the MTA website. The choice of this website is explained by its function and its vocation to promote destinations and tourist territories in Algeria. We plan to measure the indicators of the effectiveness of this site, through its visual design which is divided between its ergonomics and visibility. We used a grid analysis on which the site optimization indicators are determined. As a result of this measure, the site in question is optimizing its effectiveness in accordance with the strategy of building its visual identity which is based on two fundamental aspects, namely the cognitive and emotional aspects, in order to shape the attitude of the user towards the tourist service offered. [ABSTRACT FROM AUTHOR]

The necessity to improve the quality of health services is a growing concern of all stakeholders involved in providing medical assistance. Effective communication establishes interpersonal relationships with patients, enabling timely and accurate treatment decisions. This study aimed to assess the perception of Medical Rehabilitation specialists regarding the usage of Marketing Communication principles. It was conducted in the The National Center of Neurorehabilitation for Children “ Dr. N. Robănescu” Bucharest, Romania and included 85 participants with the following positions: physicians, psychologists, physiotherapists and medical assistants. According to the findings, 80% of medical staff stated that all useful information is provided to patients in a clear and accurate manner, which is also the desired quality management. In the current study, “face-to-face” communication was found to be the most successful method of communication. [ABSTRACT FROM AUTHOR]

The College Textbook Publishing Industry in the U.S. 2000–2022: The Search for Competitive Marketing Strategies by Albert N. Greco provides a comprehensive history of the changes in the college textbook industry. The rise of online sellers like Amazon led to a trade in used textbooks and decreased publishers' profits. Publishers then shifted to digital textbooks, which were cheaper to produce but also easier to pirate. The book explores the strategies employed by major textbook companies and the impact on college bookstores. It also raises questions about the perspectives of teachers and students, the effects of e-books on educational quality, and the campaign for open access. The Equitable Access program at the University of California, Davis is highlighted as a promising initiative to provide textbooks at a lower cost to students. The article concludes by emphasizing the need for a system that ensures all students have access to the textbooks they need without financial burden. [Extracted from the article]

The main purpose of the article was to describe selected factors of hotel business in the Slovak Republic in the years 2001 to 2020 and identify the economic impacts of measures related to the pandemic crisis COVID-19 in 2020. At the same time through selected marketing tools. Paper is also focused on innovative marketing tools used in the hotel business during a pandemic time and their impact on business effectiveness. To analyze the situation in the hotel business in the Slovak Republic, we used a statistical method of comparison within the period under study. To obtain qualified answers to the stated research goals and subsequent research questions, we statistically processed available data on the number of domestic and foreign visitors, as well as the capacity of accommodation facilities in the monitored period. Subsequently, we carried out research in the hotel sector using the method of controlled structured interviews. The results were processed through exploratory factor analysis, based on which we were able to evaluate marketing tools with the most significant impact on efficiency in the hotel business in the Slovak Republic. The measures taken in connection with the coronavirus COVID-19 caused significant economic impacts on the hotel business in the Slovak Republic, as in 2020 the number of foreign visitors dropped to 20-year lows. The analysis of the environment in the hotel business for the period under study showed that the impact of measures within the COVID-19 pandemic had a significant impact on the number of visitors, the amount of revenues and the number of accommodation facilities. The research of structured interviews with accommodation facility managers showed that the use or non-use of marketing activities (websites, PPC advertising, social media) had a significant effect on the reduction of revenues. The findings of the analysis of the environment clearly show that the relaxation of the economic measures in the summer of 2020 increased the number of domestic visitors to a higher level than in the same period in 2019, but there was no increase in the number of foreign visitors. We can state that if the epidemic comes under control, there will be a massive increase in the number of visitors and thus an increase in revenues. In case, that Slovak hotel managers would use innovative marketing tools more in the future when communicating with potential customers, it is highly probable that their potential losses would be lower in the next crisis. [ABSTRACT FROM AUTHOR]

As U.S. domestic commercial aviation activities have been recovering and will continue to recover from the COVID-19 pandemic over the next few years, a shortage in the regional airline pilot workforce is noted. Therefore, it is crucial to increase the reservoir of pilot candidates to sustain the industry's rigor. To assist advanced flight schools' recruitment of new pilot candidates, this study examined how various marketing communication approaches influenced student pilots' selections of flight schools. This study also further investigated how student pilots' preferences in accessing school information differed in accordance with their different demographic profiles/market segments of residency status, types of school the participants attended, gender, annual incomes, ages, and education levels. The study sample included 201 student pilots who participated in an online survey which was conducted in 2019 examining their school choice experiences pertaining to vocational noncollegiate flight schools in California. Descriptive and inferential statistics were utilized to analyze the survey data. The findings revealed that, in general, student pilots considered contact with school flight instructors, contact with staff, and word of mouth referrals as the three most influential marketing communication approaches in their decisions in choosing a flight school. Statistically significant differences in the perceived influence of marketing communication approaches on school selections among student pilots with different demographic profiles were mostly identified between domestic students versus international students and Part 61 school students versus Part 141 school students. [ABSTRACT FROM AUTHOR]