Thesis (MTech (Business Administration))--Cape Peninsula University of Technology, 2018. / The key objective of this study is to determine the effectiveness of social media as a banking communication tool for a selected commercial bank in the Western Cape, South Africa. A secondary objective is to measure bank users’ perceptions regarding the use of social media to market various banking products and portfolios. The study employs a confusion matrix design to collect and analyse data, combining quantitative and qualitative research methods to understand and address the research problem. An emerging understanding of integrated banking communication is the foundation on which this research is built. It provides a context for the study, and highlights the effectiveness and limitations of social media in banking. A review of the relevant SMBA affirmed the importance of the social media in banking, and provided the basis for a framework and approach to interactive banking. A comprehensive social media banking application (SMBa) could be designed in line with banking practices to create an enabling business environment. This could reinforce banking communication for South African banks and enable a tailor-made banking communication model aligned to social media, in order to develop a sharing-culture.

The music industry has undoubtedly seen accelerated change over the past decade. Standard practices in the industry have been turned upside down, leaving record label executives, managers, and other personnel behind the scenes working to develop new and innovative ways to cope with this change. Music publicists are not immune to these changes and have seen a tremendous shift in their roles and responsibilities. With the advent of the digital age, the role of music publicity is getting stronger and is arguably one of the most vital components of a successful music career. The demand and necessity for a well-executed music publicity campaign is growing as modern technology reduces the need for a record deal. However, external forces resulting from technological changes are making the job of a music publicist difficult. Despite its importance, little has been said about the field of music publicity in scholastic literature, and the few in-depth texts and articles on the subject are grossly outdated rendering them irrelevant. The majority of recent comment on music publicists and their duties have come from journalists and music publicists themselves. Further, the average person knows little about the practice of music publicity and what a publicist does. Independent publicists are often highly criticized and looked down upon merely because artists, managers, media personnel, and even record labels may not fully grasp what a publicist does. This poses a slew of issues, including the publicist not feeling completely part of the artist’s team, despite being one of the most essential components of the artist’s successful career. The author of this thesis is an independent senior publicity manager for a boutique music publicity firm. The purpose of this thesis is to define music publicity, bring to light essential issues in music publicity, and provide a thorough understanding of the role and responsibilities of a music publicist. Through analysis of the available literature and qualitative interviews with industry professionals, this paper will address what music publicity is, how the digital age has changed music publicity, and finally will provide suggestions for best-practices when working with indie artists and mid-level campaigns. / Includes bibliography. / Thesis (M.S.)--Florida Atlantic University, 2016. / FAU Electronic Theses and Dissertations Collection

Online advertising has built a market of hundreds of billions of dollars and still continues to grow. With well developed techniques in big data storage, data mining and analytics, online advertising is able to reach targeted audiences e ctively. Real- time bidding refers to the buying and selling of online ad impressions through ad inventory auctions which occur in the time it takes a webpage to load. How to de- termine the bidding price and how to allocate the budget of advertising is the key to successful ad campaigns. Both of these aspects are fundamental to most campaign optimizations and we will introduce both of them in this thesis. For bidding price determination, we improved the estimation of CTR (Click Through Rate) (one of the most important factors of determining the bidding price) by using a re ned hierar- chical tree structure for the estimation. The result of the experiment and the A/B test showed our proposal can provide stable improvement. For budget allocation, we introduce SCO (Single Campaign Optimization) and CCO (Cross Campaign Opti- mization). SCO has been applied by our commercial partner while CCO needs more research. We will rst introduce the methods of SCO and then give our proposal about CCO. We modeled CCO as a LP (Linear Programming) problem as well as designed an e ective procedure to implement optimal impressions distribution. Our simulation showed our proposal can signi cantly increase global Gross Pro t (GP). / Includes bibliography. / Thesis (M.S.)--Florida Atlantic University, 2017. / FAU Electronic Theses and Dissertations Collection

The thesis introduces contextual advertising on internet using Google AdWords. The paper describes individual steps of an ad campaign (product choosing, ad types, keywords), its management and success evaluation (calculation of ROI and modified ROI).

This thesis explores the possibilities of marketing strategy implementation for Streetmarket companies and it's brand. To support the objectives, based findings from theory of marketing and marketing strategy are included. Findings from positional analysis and other instruments of marketing strategy are also mentioned. Thesis continues by description of instruments of internet marketing and its specifics. Practical part includes marketing strategy of Streetmarket companies and brand of Streetmarket with accent on internet marketing. On the base of analysis of recent marketing activities the suggested global marketing strategy of companies and brand of Streetmarket for the future period is described. Last part of the thesis dedicates principles of marketing strategy rising from theoretical parts and the analysis done.

The aim of the Master's Thesis is on the basis of the analysis used to identify the weaknesses of the Internet marketing tools of the Vichy brand with focusing on the brand Normaderm and to make recommendations in terms of future campaigns. The first part begins with general information about the brand Vichy and the brand Normaderm. The second part describes the various tools that the Vichy brand uses, followed by detailed analysis of tools utilized in two marketing campaigns for the Normaderm brand. Marketing tools are evaluated from the perspective of an ordinary user and from the perspective of marketer. In the thesis there are used data extracted from internal advertising and measuring systems of L'Oreal. The final part of the work discusses the current state of the Internet marketing of the brands Vichy and Normaderm and formulates recommendations for the future.

The diploma thesis focuses on the mechanisms set up campaigns in ppc systems. Thesis discusses the role of PPC in the marketing mix of the company, compares ppc with other similar tools (e.g. SEO). The practical part describes the creation of ad groups, setting and management of keywords, selection of content network, and analysis advanced tools of ppc campaign (public, dimensions, themes).

A thesis submitted in fulfilment of the requirements for the degree of Doctor of Philosophy, School of Economic and Business Sciences, 2017 / The continuous growth of e-commerce has led to a keen interest in the uptake of online shopping. This phenomenon is even more prevalent in developed western countries. However, penetration has taken place at a lessor rate in developing countries in most parts of Africa including South Africa. Apart from infrastructural capability and adequate online store reputation, the success of online shopping fundamentally rests upon e-tailers who are able to capture consumers by understanding what variables drive them to shop online. Although several studies have explored factors that drive online purchase intention, few have explored variables of interest as done in this present study. More specifically, this sort of research is scarce within the South African general merchandise online retail sector. This study aims to determine whether data charges, delivery dependability, geographical distance, product risk and information quality have any influence on consumers‘ online purchase intention. The conceptual model adopted in this study selected data charges, delivery dependability, geographical distance, product risk and information quality as predictor variables, online shopping satisfaction and trust as mediating variables and online purchase intention as the outcome variable. This is a quantitative study whereby 20 000 online survey questionnaires were distributed to a base of two renowned South African online retailers who predominately specialize in general merchandise. Of those distributed, 924 were complete and thus deemed useable by the researcher. The findings support all eight proposed hypotheses, therefore indicating that the aforementioned variables indeed influence online purchase intention at varying levels of significance. The study seeks to contribute new contextual knowledge, adding to the existing literature linked to online retailing and to contribute new empirical and theoretical findings. The research findings highlight new insights to marketing practitioners who, with better understanding of consumer decision making theory, will be able to create strategies that can be employed to influence consumers‘ online purchase intention in the South African general merchandise online retail sector. Keywords: E-commerce, online shopping, purchase intention, general merchandise retail. / GR2018

In the competitive and fast-paced industry of residential real estate, digital marketing strategies must effectively meet the information needs and demands of the industry’s three key stakeholders: buyers, sellers, and agents. Digital house hunting is the predominant search strategy for prospective homebuyers who scour the Internet looking for homes to purchase. Property sellers and real estate professionals, whose shared end-goal is to transact a successful sale, must discern which digital marketing choices are optimal for marketing for-sale properties online in the digital channels where buyers are searching. A 2008 settlement agreement between the Department of Justice and the National Association of Realtors over concerns of anticompetitive policies relating to virtual office websites (VOWs) led to a shift in responsibility from the agent to the seller regarding which online marketing options will be associated with the online property listings. Real estate agents allocate time and resources to market properties on behalf of sellers, and need strategies that cater to buyers’ search preferences and sellers’ online marketing prerogatives while remaining effective and cost-efficient. Previous empirical studies using MLS data have considered the effects of seller marketing choices of real estate platforms and types of agents (i.e. full-service, flat-fee, etc.) as well as the impacts of a variety of agent marketing efforts on the market outcomes of sales price, time on the market, and the probability of sale. This research extends prior work by providing a quantitative analysis of the effects digital marketing choices of sellers (allowing “blogging” or third-party commentary) and digital marketing efforts of the agents (using a virtual tour) have on market outcomes. This analysis also includes a novel inquiry into what, if any, measurable effects the various platforms chosen for the virtual tours have on market outcomes.

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