Social Marketing at the Right Place and Right Time - Research Paper Example

?Quantitative and Qualitative Article Review Table of Contents Table of Contents 2 Summary 3 Introduction 3 Research Objective 3 Research Methodology4 Findings 4 Article 2 6 Summary 6 Introduction 6 Research objective 6 Research Methodology 7 Findings 7 Critical Evaluation 8 Reference List 10 Article 1 Summary Introduction Media landscape has undergone rapid transformations over the last few years. Social media network has replaced the traditional forms of media advertisements (Bernhardt, Mays and Hall, 2012). Social media has become a new method of expressing opinions about taste and preferences for a particular brand. Social media has curbed the marketer’s control of brand management and promotion (Bruhn, Schoenmueller and Scha?fer, 2012). Social media is regarded by the consumers as one of the most trusted sources for information related to the product (Hlavinka, 2011). Research Objective The research objective of this study was to examine the brand promotion strategies adopted by the local television stations. It was observed that the media organizations have understood the importance of social media as an important informative and advertising tool. The study will focus on the promotional strategies devised by the local television stations for the development of unique promotion and marketing strategies. The study will lay emphasis on how the user generated social media communicative model can be positive and negative and have a deep impact on the proposed marketing strategies. The study will also lay emphasis on how the local television channels use the traditional marketing methods and the social media network to enhance their brand image. Research Methodology The research methodology used for this study was quantitative methodology. A Chi square analysis was conducted to understand the relationship between web promotional strategies used by the local television channels. A chi square analysis was conducted to understand the relationship between the content of the advertisement of the local television stations and the response of the consumers in the Twitter and others social media websites. Findings The investigator used quantitative analysis to understand the relationship between content of local television channel advertisement in Twitter and the response of the consumers. The research study also analyzed the relationship between the number of Twitter responses and the number of television households. It was observed that most of the television stations promoted their brand rather than the highlighting the news in the social media networks. It was also observed that out of the surveyed television stations only 68 percent of the local television stations featured the local news and it was one of the most prominent features on the first page of the local television stations. As per the findings it was observed that out of the 488 surveyed television stations, 155 stations responded to consumer tweets and 100 stations responded to consumer’s tweets at least once. 231 stations did not show any signs of interactivity with the consumers. As per the results derived from the analysis it was observed that there was no significant difference between the various television stations and the twitter followers or consumers. A t-test was conducted to understand the relationship between the number of twitter followers and the advertisements posted by the television channels. Critical Evaluation Marketers prefer the consumer generated social media communicative tool instrumental in promoting brand awareness than the traditional marketing mix. Majority of the local commercial and public station use the social media network differently to promote their brands. The social media network has completely transformed the marketing techniques and has made it completely customer centric. In the article based on the research and findings by authors Clark F. Greer and Douglas A. Ferguson in the year 2011 they argue that the consumer mindset influences the branding strategies of the company. The authors have been experts in reviewing and conducting research on television programming, social media, brand promotion and broadcast promotion (Get Cited, 2013). According to Clark F. Greer and Douglas A. Ferguson the social media network has completely transformed the marketing and advertising techniques and has made it completely customer centric. The authors have clearly mentioned in the research study conducted by them that number of consumer responses was higher for local television channels that used advertisements as an interactive tool. The authors did not utilize ethical theories and graphical representation to evaluate the relationship between social marketing tools and marketers. It was also observed that consumers were interested in the breaking news, news cast that was highlighted by the local television stations. The new trend of customers becoming totally dependent on social media platform for promotion of their products and services signifies the less control of management over brand management techniques. Since customers are totally dependent on the internet usage for promotional facilities the techniques of marketing have become mechanical and animated. The brand equity and personality gets altered with the change in the marketing techniques and hampers the core value of the product. Thus, we can say that media proliferation has deeply influenced the advertising methods used by the local and non local television stations (Logan, Bright and Gangadharbatla, 2012). Article 2 Summary Introduction Contemporary marketing technique suggests that paradigms like sustainable, critical and social marketing need to be developed cautiously in consideration with the societal needs and benefits and the government laws of a particular country (Farrell and Gordon, 2012). Marketers are encouraged to take reflexive approaches to develop a marketing system which is responsible and focuses on the quality of life of the people. One of the growing concerns is the increased alcohol consumption among the teenagers and young adults given the negative consequences of alcohol consumption (Touri, Hansen and Gunter, 2009). The short term and long term consequences of alcohol consumption has impacted the social and economic environment of a country to a large extent (Pettigrew et. al., 2013). Research objective The intention of the investigator was to prepare a research study that focused on the consequences of alcohol consumption. The study will also lay emphasis on the impact of the alcohol advertising on the teenage, young adult drinking. The study was also prepared with an objective to study the various elements attached to alcohol advertising like the content, timing and other variables used in the advertisement. The alcohol advertisements are monitored by the government for their content and the risk associated with the alcohol consumption. Research Methodology The research methodology used by the investigator for this research study was qualitative. The investigator prepared the research study by mere observation of the alcohol consumption trend among the teenagers and the young adults. The investigator used advertisements as a secondary source of data to understand the influence of alcohol advertisements on teenage drinking. The investigators used secondary sources like journals to understand the theories related to alcohol consumption and its negative consequences. Findings As mentioned before that alcohol consumption has become a growing concern among the teenagers and the young adults as it has been recognized as a significant health issue. Excessive alcohol consumption is associated with anti social behaviour especially among the teenagers and the young adults. It was observed by the investigator that the influence of the alcohol advertisements on the behaviour of consumers was very deep. It was evident that the alcohol consumption influenced the purchase behaviour of the consumers to a large extent. The messages portrayed in the advertisements affect the conscious rather than the logic of the alcoholic drinkers. The marketing messages prevalent in the advertisements affect the decision outcome and affect the memories of the drinkers. For example the investigator found out that when a group of young men watched a commercial advertisement of a movie portraying alcohol consumption then it would affect the drinking pattern of the young men also. It was observed that the young adults and the teenagers increased their drinking pattern in their 20’s. The marketer composed the advertisements with thoughtfulness keeping their target customers in mind. The high priced and quality drinks were aimed for mature drinkers like the elderly and middle aged people. Wine is associated with beauty and hence, the target customers of wine manufacturers are usually the female population. Critical Evaluation The increase in alcohol consumption has created growing concern for the government of varied nations. The government intervention in prevention of alcohol consumption has increased considerably because it affects the social behaviour of the citizens. In the article based on the research and findings by author Petra S. Meier in the year 2010 she argues that social marketing tools can help in the reduction of consumption pattern of alcohol but lack of theory development in social marketing element has led to negative portrayal of alcohol consumption. Author Petra S. Meier is an eminent drug researcher in the National Drug Evidence Centre working on the effects of drugs and alcohol on customers (White Rose, 2005). The author clearly defines in the article that how alcohol consumption has promoted anti social behaviour among teenagers and young adults. Ethical theories and graphical representation were not utilized by the authors to evaluate the consequences of alcohol consumption. However, authors Pettigrew et. al argue that the excessive alcohol drinking of the teenagers and the young adults led to the decline in health and academic performance (Pettigrew et. al., 2013). Reducing the intake or encouraging moderate intake of the alcohol would be futile because generally the teenagers and young adults do not prevent from drinking. It is also observed that youth drinking is influential among their peers and colleagues which can be a negative form of imitation. However, according to health specialist moderate drinkers tend to live a longer life and have a healthy life. Moderate intake also reduces the chance of heart diseases and tends to suffer less from Arthritis, Dementia, and Alzheimer etc (APS, 2003). Reference List APS, 2003. Longevity. [online] Available at: < http://www2.potsdam.edu/hansondj/AlcoholAndHealth.html > [Accessed 18 June 2013]. Bernhardt, J.M., Mays, D., and Hall, A.K., 2012 Social marketing at the right place and right time with new media. Journal of Social Marketing, 2(2), p.130-137. Bruhn, M., Schoenmueller, V. and Scha?fer, D.B., 2012 Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), p.770-790. Farrell, T., and Gordon, R., 2012. Critical social marketing: investigating alcohol marketing in the developing world. Journal of Social Marketing, 2(2), p.138-156. Get Cited, 2013. Dr. Douglas A. Ferguson. [online] Available at: < http://www.getcited.org/mbrx/PT/99/MBR/11061420 > [Accessed 18 June 2013]. Gordon, R., 2011. Critical social marketing: Definition, application and domain. Journal of Social Marketing, 1(2), p.82-89. Hlavinka, K., 2011. 2030: A loyalty odyssey. Journal of Consumer Marketing, 28(3), p.234-238 Logan, K., Bright, L.F. and Gangadharbatla, H., 2012 Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 26(3), p.164-169. Pettigrew, S., Pescud, W., Webb, D. and Jarvis, J., 2013. Teens’ blog accounts of the role of adults in youth alcohol consumption. Journal of Social Marketing, 3(1), p.28-40. Touri, M., Hansen, A.and Gunter, B., 2009. Alcohol advertising and young people’s drinking. Emerald Group Publishing Limited, 10(1), p.04-16. White Rose, 2005. Addiction. [PDF] Available at: < http://eprints.whiterose.ac.uk/8723/1/meierps11.pdf > [Accessed 18 June 2013]. Read More