Marketing Communications Essays (Examples)
Study Document
Twitter External Internal Analysis Report To CEO
… users to instantly share real-time breaking news, clip opinions, and knowledge and can be accessed using desktop or mobile web browsers (C-142).
3.2 marketing and Sales
· It is the second major primary activity of Twitter.
· In 2017, sales and marketing accounted for 29.8% of Twitter total costs (C-139)
· Twitter has managed to build a strong brand image within a shorter time (six …
· Slow growth - competitors are growing at a much faster rate (C-138)
· High operational expenses - spending on technology infrastructure, sales, marketing and research and development (C-147)
2.3. Opportunities
· Collection……
References
References
Thompson, Arthur A.,. (2015). Crafting and Executing Strategy: Concepts and Readings..New York: McGraw-Hill Education, (pp. 138-148)
Study Document
Culture Formation In The Internet Age
… information and knowledge (Bauer, Berne…[break]…easier because of the way in which the Internet has facilitated the removal of much of the barriers to marketing in general.
Conclusion
The Internet has reduced much of the friction that came with geographies and cultural boundaries. While there are still some ……
References
References
Bauer, J., Berne, M. & Maitland, C. (2002) Internet access in the European Union and in the United States. Telematics and Information. Vol. 19 (2) 117-137.
Castells, M. (2019) The impact of the Internet on society: A global perspective. Open Mind BBVA. Retrieved February 10, 2020 from https://www.bbvaopenmind.com/en/articles/the-impact-of-the-internet-on-society-a-global-perspective/
DiMaggio, P. (2014) The Internet and cultural industries. MIT Technology Review. Retrieved February 10, 2020 from https://www.technologyreview.com/s/531341/the-internet-and-the-cultural-industries/
Huizer, E., Shah, S., Arroyo, J., Okorafor, U. & MacKinnon, R. (2017) A brave new world: How the Internet affects societies. Chatham House. Retrieved February 11, 2020 from https://www.internetsociety.org/wp-content/uploads/2017/08/MeetingSummary.BraveNewWorld.pdf
Voiskounsky, A. (1998) Internet: Culture diversity and unification. Proceedings on Cultural Attitudes Towards Communication and Technology. Retrieved February 11, 2020 from https://www.it.murdoch.edu.au/catac/catac98/pdf/07_voiskounsky.pdf
Study Document
CFOs Big Data Opportunities In Firms
...Marketing communications Introduction
The growth of big data has had significant transformative effects on several industries including technology, agriculture, health, education, and finance. Over the past decade, the number of humans using smartphones has increased tremendously and this has created a big pool of user data as smartphone users stamp their digital footprint all over the web. The electronic data collected as a result of these activities yield Big Data that provide valuable insights to decision-makers looking for data points to inform their decision processes. The growth of Big Data has necessitated the development of computer algorithms and tools that can analyze the data at scale. Good analysis and interpretation of the data allow organizations to ‘co-create’ solutions alongside their target users and create new value that is highly tailored to the needs of the market (Turner, Schroeck & Shockley, 2013).
The financial services sector is one of the industries that have……
References
References
Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business intelligence and analytics: From big data to big impact. MIS quarterly, 36(4).
Jin, X., Wah, B. W., Cheng, X., & Wang, Y. (2015). Significance and challenges of big data research. Big Data Research, 2(2), 59-64.
Joshi, N. (2018). How Big Data Can Transform the Finance Industry. Retrieved October 7, 2019, from https://www.bbntimes.com/en/technology/big-data-is-transforming-the-finance-industry .
Nath, T. I. (2019). How Big Data Has Changed Finance. Retrieved October 7, 2019, from https://www.investopedia.com/articles/active-trading/040915/how-big-data-has-changed-finance.asp .
Turner, D., Schroeck, M., & Shockley, R. (2013). Analytics: The real-world use of big data in financial services. IBM Global Business Services, 27.
Yin, S., & Kaynak, O. (2015). Big data for modern industry: challenges and trends [point of view]. Proceedings of the IEEE, 103(2), 143-146.
Zhou, K., Fu, C., & Yang, S. (2016). Big data driven smart energy management: From big data to big insights. Renewable and Sustainable Energy Reviews, 56, 215-225.
Study Document
Culture And Nursing
… culture is another aspect to consider. The Chinese have a very high long-term orientation score (Hofstede Insights, 2019). This…[break]…be “honest and forthright in communications with coworkers and clients” (Bassert, 2017, p. 20). The nurse, therefore, should never make an attempt to fake listening if she is actually … People should never be kept waiting for long when a response is expected, and the more immediately one can respond the better(Bassert, 2017). communications should always be respectful, courteous, pleasant, and positive when exchanged with patients and colleagues. Professionalism should be the rule and practice at all ……
References
References
Bassert, J. M. (2017). McCurnin\\\\\\\\\\\\'s Clinical Textbook for Veterinary Technicians-E-Book. Elsevier Health Sciences.
Bovee, C.L., & Thill, J.V. (1992). Business Communication Today. NY, NY: McGraw- Hill.
Burnett, M.J., & Dollar, A. (1989). Business Communication: Strategies for Success. Houston, Texas: Dane.
Davidson, L., Tondora, J., Miller, R., O’Connell, M. (2015). Person-Centered Care. Person-Centered Care for Mental Illness. WA: American Psychological Association.
Hambrick, D.C., Davison, S.C., Snell, S.A. & Snow, C.C. (1998). When groups consist of multiple nationalities: Towards a new understanding of the implications. Organization studies, 19(2), 181-205.
Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online Readings in Psychology and Culture, 2(1), 8.
Hofstede, G. (1980). Motivation, leadership, and organization: do American theories apply abroad?. Organizational Dynamics, 9(1), 42-63.
Hofstede Insights. (2019). Retrieved from https://www.hofstede-insights.com/country-comparison/china,the-usa/
Study Document
Nike S Colin Kaepernick Ad Campaign
...Marketing communications Nike
Executive Summary
Nike’s decision to tap into “woke culture” and turn the out of work former NFL quarter Colin Kaepernick into a brand ambassador has been a controversial one since the sportswear company launched its Colin ad campaign in 2018. This paper discusses the strategic issue underlying Nike’s controversial campaign and shows how it was intended to leverage “woke culture” and gain competitive advantage in an industry that had largely stayed quiet on socio-political issues. This paper provides an external analysis, internal analysis, and financial analysis before addressing the strategic issue. Alternatives are also discussed along with a recommendation and an implementation plan. Before beginning, background information on Nike is provided here below.
Company Vision/Mission
Nike’s Vision is to “to bring inspiration and innovation to every athlete in the world.” Its mission is to create “groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global……
References
References
About Nike. (2020). Retrieved from https://about.nike.com/
Bartash, J. (2020). Apple’s Covid-19 warning. Retrieved from https://www.marketwatch.com/story/how-much-will-covid-19-hurt-the-us-economy-its-anyones-guess-right-now-2020-02-12
Delventhal, S. (2019). Nike facing challenging dynamics. Retrieved from https://www.investopedia.com/news/nike-facing-challenging-dynamics-goldman-sachs/
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
Neikirk, T. (2019). Nike sales are again way up. Retrieved from https://hillreporter.com/nike-sales-are-again-way-up-following-conservative-boycott-40033
Nusser, S., Mahle, I., & Pätzmann, J. U. (2015). How Social Commerce Communication can support Brand Loyalty: An Analysis of Nike‘s Efforts in Facebook Community Management. Markenbrand, (4/2015), 48-57.
Oyedele, A. (2018). Nike surges. Retrieved from https://markets.businessinsider.com/news/stocks/nike-earnings-q4-2018-2018-6-1027328545
Storey, G. (2019). Nike and the importance of meaningful brand values. Retrieved from https://polpeo.com/nike-and-the-importance-of-meaningful-brand-values/
Study Document
Beginning A Public Health Campaign
Health communications: Minority Youth Substance Abuse Solutions
Introduction: Why a Public Health Campaign is Needed
The rise of the opioid epidemic in America has been ……
References
References
Nelson, L. S., Juurlink, D. N., & Perrone, J. (2015). Addressing the opioid epidemic. Jama, 314(14), 1453-1454.
Manchikanti, L., Fellows, B., Janata, J. W., Pampati, V., Grider, J. S., & Boswell, M. V. (2012). Opioid epidemic in the United States. Pain Physician, 15(3 Suppl), ES9-38.
Murthy, V. H. (2016). Ending the opioid epidemic—a call to action. New England Journal of Medicine, 375(25), 2413-2415.
Smit-Kroner, C. & Brumby, S. (2015). Farmers sun exposure, skin protection, and public health campaigns: An Australian Perspective. Preventive Medicine Reports 2, 602-607.
Velasquez, A., & LaRose, R. (2015). Youth collective activism through social media: The role of collective efficacy. New Media & Society, 17(6), 899-918.
Winter, T. (2016). Addiction among different races. Retrieved from https://sunrisehouse.com/addiction-demographics/different-races/
Study Document
COVID 19 In South Africa Nigeria And Swaziland
...Marketing communications Literature Review on Coping Through The Use Of Informal Institutions during COVID 19 in South Africa, Nigeria, and Swaziland
The institutional theory deals with the outlines, regulations, standards, and procedures that are formulated in the institutions as commanding instructions for social behavior. This theory gives an understanding of how institutions are shaped, and the societal norms and frameworks are informed to all people of an organization. Communication is the sole indicator of how organizations are formulated with the help of formal rules and regulations, as that would reflect how they are conversed across all levels of the firm and in what way people are obeying them. This would ultimately build an organizational culture for coping with social and political issues. The informal institutions are socially shared instructions, typically unwritten, that are formed, transferred and imposed outside the official boundaries (Torniainen & Sasstamoinen, 2007), for example, giving tips to the food……
References
References
Coelho, A. (2019). The role of informal institutions in the enforcement of rules and how to improve corporate and public governance in Brazil: Studies based on a set of corporate governance cases involving state-owned companies (Working Paper). Retrieved from SSRN website https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3434037
Dacin, M.T., Goodstein, J. & Scott, W.R. (2002). Institutional theory and institutional change: Introduction to the special research forum. Academy of Management Journal, 45(1), 45- 47. DOI: 10.2307/3069284
Escandon-Barbosa, D.M., Urbano, D., Hurtado-Ayala, A., Paramo, J.S. & Dominguez, A.Z. (2019). Formal institutions, informal institutions, and entrepreneurial activity: A comparative relationship between rural and urban areas in Colombia. Journal of Urban Management, 8(3), 458-471. https://doi.org/10.1016/j.jum.2019.06.002
Estrin, S. & Prevezer, M. (2010). The role of informal institutions in corporate governance: Brazil, Russia, India, and China compared. Asia Pacific Journal of Management, 28, 41- 67. https://doi.org/10.1007/s10490-010-9229-1
Kaufmann, W., Hooghiemstra, R. & Feeney, M.K. (2018). Formal institutions, informal institutions, and red tape: A comparative study. Public Administration, 96(2), 386-403. https://doi.org/10.1111/padm.12397
Meluch, A.L. (2016, August). Understanding the organizational and institutional origins of social support in a cancer support center. (Unpublished doctoral dissertation). Retrieved from https://etd.ohiolink.edu/!etd.send_file?accession=kent1466944822&disposition=inline
Torniainen, T.J. & Sasstamoinen, O.J. (2007). Formal and informal institutions and their hierarchy in the regulation of the forest lease in Russia. Forestry: An International Journal of Forest Research, 80(5), 489-501. https://doi.org/10.1093/forestry/cpm033
Study Document
Domestic Terrorism And Extremist Groups
… where extremists can meet and gather online is even more difficult to monitor and control. Digital technology has allowed for unprecedented growth in communications, and the more connected people become, the easier it is for extremist groupthink to proliferate. For this reason, the trends of violence, domestic … in communication.
The situation is exacerbated by the patriotic zeal with which the message is reinforced (Vitolo-Haddad, 2019). The individuals involved in this marketing of extremist and domestic terror cloak their hatred in images of symbolic violence and thus make use of slogans like “Don’t Tread on ……
References
References
Barnett, B. A. (2015). 20 Years Later: A Look Back at the Unabomber Manifesto. Perspectives on Terrorism, 9(6), 60-71.
Beinart, P. (2017). The rise of the violent left. Retrieved from https://www.theatlantic.com/magazine/archive/2017/09/the-rise-of-the-violent-left/534192/
Chatfield, A. T., Reddick, C. G., & Brajawidagda, U. (2015, May). Tweeting propaganda, radicalization and recruitment: Islamic state supporters multi-sided twitter networks. In Proceedings of the 16th Annual International Conference on Digital Government Research (pp. 239-249).
Costello, M., & Hawdon, J. (2018). Who are the online extremists among us? Sociodemographic characteristics, social networking, and online experiences of those who produce online hate materials. Violence and gender, 5(1), 55-60.
DeCook, J. R. (2018). Memes and symbolic violence:# proudboys and the use of memes for propaganda and the construction of collective identity. Learning, Media and Technology, 43(4), 485-504.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
Hamm, M &Spaaj, R. (2015). Lone wolf terrorism in America: Using knowledge of radicalization pathways to forge prevention strategies. U.S. Department of Justice. Retrieved from https://www.ncjrs.gov/pdffiles1/nij/grants/248691.pdf
Klein, A. (2019). From Twitter to Charlottesville: Analyzing the Fighting Words Between the Alt-Right and Antifa. International Journal of Communication, 13, 22.
Study Document
Teenage Health Vulnerabilities With Substance Abuse US
… and Alateen;
· Advocates for Recovery;
· Big Brothers and Sisters;
· Council on Alcohol and Drug…[break]…inherent in your program. How could social marketing and mass media help your program?
One of the more challenging aspects of treating adolescent substance abuse is the fact that the overwhelming … they need treatment and almost never seek it on their own” (para. 7). This reluctance means that the program can benefit from social marketing using online resources that are popular with young people such as Facebook and Twitter. These online resources can serve as a valuable tool ……
References
References
A public health-based approach. (2019). Rural Health. Retrieved from https://www.ruralhealth info.org/toolkits/substance-abuse/1/public-health-based-approach.
Barker, P. (2009). Psychiatric and mental health nursing: The craft of caring. London: Hodder Arnold.
Burrow-Sanchez, J. J. (2009, Summer). Understanding adolescent substance abuse: Prevalence, risk factors, and clinical implications. Journal of Counseling and Development, 84(3), 283-288.
Guy, X. & Slesnick, N. (2016, April). Changes in family relationships among substance abusing runaway adolescents: A comparison between family and individual therapies. Journal of Marital and Family Therapy, 42(2), 299-302.
National Institute on Drug Abuse. (2019). Principles of adolescent substance use disorder treatment: A research-based guide. Retrieved from https://www.drugabuse.gov/ publications/principles-adolescent-substance-use-disorder-treatment-research-based-guide/principles-adolescent-substance-use-disorder-treatment.
Schwartz, R. C. & Smith, S. D. (2009, October). Screening and assessing adolescent substance abuse: A primer for counselors. Journal of Addictions & Offender Counseling, 24(1), 23-26.
The United States war on drugs. (2017 ). Stanford University. Retrieved from https://web. stanford.edu/class/e297c/poverty_prejudice/paradox/htele.html.
Youth.gov. (2019). Substance abuse agencies. Retrieved from https://youth.gov/youth-topics/substance-abuse/prevalence-substance-use-abuse-and-dependence .
Study Document
Starbucks Corporation Operational Sustainability
Introduction
Starbucks Corporation was established in 1971 and it is headquartered in Seattle, Washington. The company specializes in roasting, marketing, and retailing specialty coffee all over the world and accounts for about 3% of coffee sourcing globally. Serving 78 unique markets, the company ……
References
References
Bruhn-Hansen, S. (2012). Corporate Social Responsibility–A case study of Starbucks’ CSR: communication through its corporate website. Unpublished master’s thesis, Illinois State University. Retrieved from http://pure. au. dk/portal/files/45282206/ba_thesis. pdf.
Harnrungchalotorn, S., & Phayonlerd, Y. (2016). Starbucks with Corporate Social Responsibility (CSR):“How Starbucks succeeds in a business world with CSR” (Doctoral dissertation, Master Thesis. Faculty Board of Economic Sciences, Communication and IT Business Administration).
Juneja, P. (2018). PESTLE Analysis of Starbucks. Retrieved November 21, 2019, from https://www.managementstudyguide.com/swot-analysis-of-unilever.htm .
Khalamayzer, A. (2017, November 16). How Starbucks brewed a stronger sustainability bond. Retrieved November 21, 2019, from https://www.greenbiz.com/article/how-starbucks-brewed-stronger-sustainability-bond .
Steven Li. (2019, July 5). Is Starbucks actually serious about environmental sustainability? Retrieved November 21, 2019, from https://therising.co/2019/07/05/is-starbucks-actually-serious-about-environmental-sustainability/ .
Sustainalytics. (2019). Second-Party Opinion Starbucks Sustainability Bond. Sustainalytics Second-Party Opinion Review.
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