Do Firm Vary the Frequency of Advertising in an Offline and Online Environment? An analytical approach (Published)
There have been countless developments in the field of communication and information. Marketers have been quick to capitalise on these advancements. In this regard, the interactive advertising has slowly been gaining prominence globally, and many companies now have online presence enabling them to gain recognition not only locally but also globally. This study has been an attempt at analysing the variations in the frequency of both the online and the offline medium of advertising, through the analysis of the companies’ reports of two brands- Camden food co and The Pasty Shop. It was discovered that the common perception that exists is that online web-sites are expensive to maintain after initial implementation. The method of advertising is chiefly dependent on the marketing policy of a firm, which is actually a product of the nature of the firm itself. Hence, since both Camden Food Co and The Pasty Shop cater to people who are commuting and have a bite on the go, the key advertising strategy has been to invest in and maintain offline advertising.
Keywords: Advertising, Camden Food, Firms, Pasty Shop, offline, online
Factors Influencing Online Marketing Development of Small and Medium Enterprises in Dong Nai Province (Published)
Nowadays, the Internet is covering almost every corner of the places in Vietnam and it makes the transmission of information much faster. In The number of internet users is up to 80% and over 70% of internet users go to the net for information. With so much search content, the content is there, it’s really great. Besides, online marketing is a way to advertise the products and services that will save enterprises a lot of money compared to traditional marketing. Online marketing campaigns can be easily measured and evaluated to be able to draw lessons for the following campaigns. Effectiveness comes quickly (eg, enterprises hire banner ads on a reputable website. So many visitors will find out information on enterprises’ website.); and Broad range of marketing is not limited, information flow is rich, diverse in form. Customers can find the information they want anytime and anywhere, just the internet. Moreover, the research results showed that there were 300 customers who interviewed and answered about 15 questions. The Data collected from 05/07/2016 to 15/07/2017 in Dong Nai province. The researcher had analyzed Cronbach’s alpha, KMO test, the result of KMO analysis used for multiple regression analysis. The research results were processed from SPSS 20.0 software. Finally, the researchers have recommendations supporting the sustainable development of online marketing development of small and medium enterprises (SMEs) in Dong Nai province.
Keywords: E-Commerce, Internet, Marketing and LHU, SMEs, online