Effectiveness of marketing relations

Permission Marketing: Marketing Communications, Customer Response and Sales Effectiveness

This paper explores issues relating to the effectiveness of permission marketing initiatives. The goal is to analyze sales response of a permission marketing program along with its sales effectiveness compared to a simultaneous traditional advertising program. It attempts to determine the ability of permission marketing initiatives to yield segmentation descriptors.

The Marketing Scale Effectiveness of Virtual Communities

Virtual communities have been a prominent business model of the World Wide Web, leveraging the potential of the IP infrastructure to deliver a unique combination of reach and selectivity based on user needs. In a recent paper (Bughin and Hagel, 2000), we argued and provided empirical evidence that virtual communities had witnessed a stronger operational performance than other B2C models in thei...

The effectiveness of celebrities in conservation marketing

Celebrities are frequently used in conservation marketing as a tool to raise awareness, generate funding and effect behaviour change. The importance of evaluating effectiveness is widely recognised in both marketing and conservation but, to date, little research into the effectiveness of celebrity endorsement as a tool for conservation marketing has been published. Using a combination of interv...

Understanding the Effectiveness of Bank Direct Marketing

There are two main approaches for companies to promote their products / services: through mass campaigns, which target the general public population, and directed campaign, which targets only a specific group of people. Formal study shows that the efficiency of mass campaign is pretty low. Usually less than 1% of the whole population will have positive response to the mass campaign. In contrast...

Effectiveness of Personalization Techniques on Marketing Activities