Abstract:The findings of a study of Millennials in USA and the UK-an increasingly important and digitally savvy segment of consumers-reveal that they see advertising as Companies promoting a product or service to people through media. Their perception is simple and all-encompassing with no evidence that they distinguish between different types of media or different types of communication. Some variation between the views of Millennials in the two countries is also identified, although this is less than expected. The fi… Show more
“…This blurring of the role of the different marketing communication tools has led to the situation where it is questionable whether consumers can or should be able to differentiate between them. A study by Laurie et al (2019) found that U.S. and U.K. Millennials did not differentiate between different types of communication and perceived marketing communications activity just as “promotion.” This links to the idea proposed by Finne and Gronroos (2017) who state that much of the integration of messages is actually undertaken by the customer, referred to as communication-in-use. They acknowledge that social media plays a big part in this merging of messages and that the classification by the industry of different types of communication activity is irrelevant to the customer.…”
The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is causing confusion within the industry, the academic world, and the classroom. This article addresses the need for more research on teaching social media marketing from a strategic perspective based on Integrated Marketing Communications (IMC) objectives. It explores the use of the Paid/Owned/Earned Media (POEM) framework as a form of engaged pedagogy and part of the Active Blended Learning framework. Adopting a Participatory Action Research (PAR) approach, 40 student applications of the POEM framework were analyzed, and the results indicate that it enables students to identify activities within an integrated campaign and their impact on the customer journey. These results were supported by a qualitative analysis of the views of three experienced educators in this field. It is proposed that the application of classifications, such as Paid, Owned, and Earned media, are more useful when teaching social media marketing within IMC than the classifications of Advertising and PR.
“…This blurring of the role of the different marketing communication tools has led to the situation where it is questionable whether consumers can or should be able to differentiate between them. A study by Laurie et al (2019) found that U.S. and U.K. Millennials did not differentiate between different types of communication and perceived marketing communications activity just as “promotion.” This links to the idea proposed by Finne and Gronroos (2017) who state that much of the integration of messages is actually undertaken by the customer, referred to as communication-in-use. They acknowledge that social media plays a big part in this merging of messages and that the classification by the industry of different types of communication activity is irrelevant to the customer.…”
The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is causing confusion within the industry, the academic world, and the classroom. This article addresses the need for more research on teaching social media marketing from a strategic perspective based on Integrated Marketing Communications (IMC) objectives. It explores the use of the Paid/Owned/Earned Media (POEM) framework as a form of engaged pedagogy and part of the Active Blended Learning framework. Adopting a Participatory Action Research (PAR) approach, 40 student applications of the POEM framework were analyzed, and the results indicate that it enables students to identify activities within an integrated campaign and their impact on the customer journey. These results were supported by a qualitative analysis of the views of three experienced educators in this field. It is proposed that the application of classifications, such as Paid, Owned, and Earned media, are more useful when teaching social media marketing within IMC than the classifications of Advertising and PR.
“…Na academia, vários autores apontam para a necessidade de uma nova definição, baseada em ângulos específicos. Os académicos estão à procura dos seus elementos essenciais (Richards & Curran, 2002), devido aos (novos) meios e formatos, bem como aos (novos) comportamentos dos "consumidores" (Dahlen & Rosengren, 2016) ou à forma como a publicidade deve ser definida no atual ambiente multicanal, tendo em conta a perspetiva dos milennials (Laurie et al, 2019).…”
Section: Discursos Dominantes Na Atual Autorregulaçãounclassified
“…Por exemplo, os millennials veem a publicidade como "empresas que promovem um produto ou serviço às pessoas através dos média" (Laurie et al, 2019, p. 765). A sua perceção é simples e abrangente, sem qualquer evidência de que consigam distinguir entre diferentes tipos de média ou diferentes tipos de comunicação (Laurie et al, 2019). Esta evidência é bastante perturbadora porque, para estas gerações, a publicidade não é uma disciplina clara.…”
Section: Discursos Dominantes Na Atual Autorregulaçãounclassified
“…Sikap kegemaran pengguna terutamanya pengguna Milenial merupakan jalan kepada kejayaan sesebuah pengiklanan. Pandangan mereka sangat penting kerana golongan Milenial merupakan segmen yang berkembang dalam persekitaran digital ini dan merupakan pasaran generasi terbesar di dunia dengan kuasa pembelian yang besar (Laurie, Mortimer & Beard, 2019;Fry, 2016).…”
Pengiklan pada hari ini banyak bergantung kepada platform pengiklanan dalam talian terutama sekali media sosial untuk mempromosikan jenama pemasar kerana platform ini dilihat lebih berkesan, membuka ruang untuk pengiklan berkreativiti selain dari ianya merupakan satu pelaburan yang menguntungkan kerana kos pembelian media yang jauh lebih murah daripada platform media pengiklanan yang lain. Justeru, adalah amat penting bagi pengiklan untuk memahami sikap pengguna terutama sekali pengguna Milenial terhadap pengiklanan di media sosial memandangkan mereka merupakan generasi yang paling aktif menggunakan media sosial. Sikap pengguna terhadap iklan mempengaruhi tindak balas mereka terhadap pengiklanan, dan tingkah laku tindak balas pengguna seperti mengelak daripada melihat iklan dalam talian adalah berpunca daripada sikap negatif mereka terhadap pengiklanan yang mungkin disebabkan oleh pengaruh budaya yang terbukti dapat mempengaruhi tingkah laku dan penggunaan pengguna. Budaya yang berbeza kebiasaannya mewujudkan perbezaan dari segi kepercayaan, sikap, dan nilai dan nilai yang berbeza mungkin membawa kepada perbezaan keperluan dan tingkah laku penggunaan. Model Dimensi Budaya Hofstede dan Teori Budaya Hall merupakan model dan teori yang paling banyak digunakan untuk mengenal pasti dan menganalisis budaya mengikut tahap konteks dalam sistem komunikasi manusia.
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