APA Media Mix. Maximizing Marketing Budgets

2008 ◽  
Author(s):  
Clarence Brown
Keyword(s):  
Media Mix ◽  
Marketing Budgets

Media-mix japonés: funcionamiento y posibilidades

Neuróptica ◽  
2020 ◽  
pp. 249-252
Author(s):  
Julia Rigual Mur
Keyword(s):  
Cross Media ◽  
Media Mix

Reseña del libro: HERNÁNDEZ PÉREZ, M., Manga, anime y videojuegos. Narrativa cross-media japonesa, Zaragoza, Prensas Universitarias de Zaragoza, 2017.

scholarly journals From audiences to data points: The role of media agencies in the platformization of the news media industry

2021 ◽  
pp. 016344372110298
Author(s):  
Ida Willig
Keyword(s):  
Digital Media ◽  
News Media ◽  
Media Industry ◽  
Ethical Challenges ◽  
Media Audiences ◽  
Data Points ◽  
The Public Sphere ◽  
The Many ◽  
Marketing Budgets

Media agencies have become one of the key actors in the contemporary media industry: by channelling marketing budgets to some media and some platforms and not to others, media agencies play an important role in creating the digital media infrastructure and laying the tracks of the public sphere. Yet we know very little about these commercial middlemen between advertisers and audiences, what they do, and how we should understand their role in the digital media ecology. This article discusses the role of media agencies in relation to platformization with a focus on the news media sector. Based on interviews, publicly available material and trade journals, the article depicts an industry deeply engaged in digitizing, tracking and commodifying media audiences, while at the same time aware of ethical challenges of the digital media infrastructure. This leads to a call for more political attention and critical research on the democratic implications of the new value chains between platforms, advertisers, audiences, media agencies and news media as well as the many tech companies providing derived digital services and products.

Digitales Bewegtbild im Media-Mix

2020 ◽  
Author(s):  
Almudena Henkel ◽  
Jens Merheim
Keyword(s):  
Media Mix

scholarly journals The perception of sponsorship usefulness among South African small business owners

2014 ◽  
Vol 11 (4) ◽  
pp. 475-488
Author(s):  
Catherine Mpolokeng Sephapo ◽  
Johannes Arnoldus Wiid ◽  
Michael Colin Cant
Keyword(s):  
South Africa ◽  
Small Business ◽  
South African ◽  
Small Businesses ◽  
Brand Image ◽  
Business Owners ◽  
Small Business Owners ◽  
Web Based ◽  
Marketing Tool ◽  
Marketing Budgets

Sponsorship is a powerful marketing tool that organisations in South Africa are embracing. From the evaluation of the sponsorship growth over the years, the industry in South Africa has developed from a R63 million industry in 1985 to the value of just under R7 billion in 2011 (City Press, 2012). Small businesses in South Africa are faced with the challenge of effectively reaching target segments. These small businesses are restricted in terms of limited marketing budgets and therefore need alternative ways of improving their brands in the eyes of the consumer. Theoretically, sponsorship is considered to improve the brand image of an organisation and ultimately improve sales. However, the question that this study aims to answer is whether small business owners perceive sponsorship to be a useful tool that even they can utilise. The study made use of a quantitative approach whereby a web-based questionnaire was distributed to small business owners. The findings indicated that the general attitude towards sponsorship as a marketing tool is positive. The correlation between sponsor sincerity and sponsorship usefulness was found positive; however, average in strength. Although sponsorship is seen as a useful tool, 15.4% of the respondents indicated that they would not consider using this marketing tool. This response may provide an opportunity for further research to be conducted which may shed some light on the strategies small business owners perceive to be most effective for their unique circumstances

scholarly journals Anime's media mix: Franchising toys and characters in Japan, by Marc Steinberg

2013 ◽  
Vol 16 ◽  
Author(s):  
Brandeise Monk-Payton
Keyword(s):  
University Of Minnesota ◽  
Media Mix

Review of Marc Steinberg, Anime's Media Mix: Franchising Toys and Characters in Japan. Minneapolis: University of Minnesota Press, 2012, $25.00 paper (304p) ISBN 978-0-8166-7550-0, $75.00 cloth (304p) ISBN 978-0-8166-7549-4.

Public communication about home burglary prevention in Belgium

2007 ◽  
Vol 30 (4) ◽  
pp. 567-586 ◽  
Author(s):  
Dave Gelders ◽  
Hans Peeraer ◽  
Jelle Goossens
Keyword(s):  
Content Analysis ◽  
Focus Group ◽  
Police Officers ◽  
Large Scale ◽  
Empirical Studies ◽  
Public Communication ◽  
Focus Group Interviews ◽  
Content Type ◽  
Group Interviews ◽  
Media Mix

PurposeThe purpose of this paper is to gain insight into the content, format and evaluation of printed public communication from police officers and governments regarding home burglary prevention in Belgium.Design/methodology/approachThe content and format in this paper is analyzed through content analysis of 104 printed communication pieces in the Belgian province of Flemish‐Brabant in 2005. The evaluation is analyzed through five focus group interviews among professionals and common citizens.FindingsThe paper finds that police zones significantly differ in terms of communication efforts. The media mix is not diverse with poor collaboration between police officers and government information officers, while intermediaries (i.e. architects) are rarely used, culminating in poor targeted communication.Research limitations/implicationsThe paper shows that only printed communication is analyzed and more large‐scale empirical research is desired.Practical implicationsThe paper shows that a richer media mix, more targeted communication, more national communication support and additional dialogue between and training of police officers and communication with professionals are advisable.Originality/valueThis paper combines two empirical studies and methods (content analysis and focus group interviews), resulting in a series of recommendations for further inquiry and future action.

State of the Canadian hospitality and tourism industry

2017 ◽  
Vol 9 (4) ◽  
pp. 381-390
Author(s):  
Chandana (Chandi) Jayawardena ◽  
Altaf Sovani ◽  
Alanna MacDonald
Keyword(s):  
Tourism Industry ◽  
Theme Issue ◽  
Content Type ◽  
Tourism Marketing ◽  
The Past ◽  
Labour Shortage ◽  
Hospitality And Tourism ◽  
Hospitality And Tourism Industry ◽  
Marketing Budgets ◽  
Practical Implications

Purpose This paper aims to provide a backdrop to the Worldwide Hospitality Themes (WHATT) theme issue (volume 9, issue 4) on aspects of the hospitality and tourism industry of Canada. Design/methodology/approach Canadian hospitality and tourism educators and their counterparts in the industry have collaborated periodically to discuss the challenges they face and to find practical solutions. Outcomes of ten key initiatives in Canada during the past 15 years that brought leaders of the hospitality and tourism industry and academia together to create 50 academic papers are summarized. Findings This paper provides key information on Canada, its people, its economic conditions and the challenges of the five sectors of the tourism industry in Canada. By introducing the main challenges faced by each sector, this paper provides a foundation for the other articles that follow in this WHATT theme issue. Practical implications Canadian tourism is losing ground, tourism marketing budgets are significantly reducing and there is a labour shortage crisis which are identified as key challenges requiring urgent attention. In conclusion, the authors suggest practical solutions. Originality/value Readers who are interested in the Canadian hospitality and tourism industry will find this paper to be of interest.

Between Two Funerals: Zombie Temporality and Media Ecology in Japan

2021 ◽  
Vol 29 (2) ◽  
pp. 291-317
Author(s):  
Alexander Zahlten
Keyword(s):  
Media Ecology ◽  
Fictional Characters ◽  
Ecological Understanding ◽  
Media Channels ◽  
Media Mix

Abstract This article explores the popular shift to a media-ecological understanding in post-1960s Japan. Bookending its investigation with two actual funerals held for fictional characters in 1970 and 2007, it tracks the trope of death to map the increased interlocking of media temporality and everyday temporality in intensified media capitalism. As characters attain the ability to die, they are increasingly reanimated (to die again) in other media. Death and reanimation thereby become an expression of transformations at the intersection of media-systemic, economic, and aesthetic levels. The article concludes that death and reanimation across media channels point to a new rhythmic temporal regime. Characters are now mortal but cannot die, doomed to become eternally wandering media-mix zombies. The article relates this media economy linked to themes of death and animation to recent discussions of capitalist animism by figures such as Michael Taussig, Achille Mbembe, and Steven Shaviro. The article then offers a brief outlook on the most recent expressions of this zombie economy in narrative tropes of time loops and alternative realities.

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