Description
This presentation highlights about marketing communication drivers of adoption timing of a new e-service among existing customers. It also talks about type of IMC by analysis airtel, idea
ABSTRACT
?
Direct marketing communications vs. Mass Marketing communications. Study performed on 6000 customers of a Dutch telecom operator .
?
TYPES OF MARKETING COMMUNICATION
MARKETING COMMUNICATIONS
DIRECT MARKETING COMMUNICATION
MASS MARKETING COMMUNICATION
SERVICE ADVERTISING
BRAND ADVERTISING
CONCEPTUAL FRAME WORK
HYPOTHESES
H1: Direct Marketing communication efforts shorten customer’s time to adoption. ? H2: Brand advertising as well as service advertising shorten customers time to adoption. ? H3 : Service advertising shortens customers’ time to adoption more than brand advertising .
?
CALLER TUNES - AIRTEL
BRAND ADVERTISING
CONTD..
?
H4: Competitive service advertising shortens customer time to adoption. H5: Competitive brand advertising lengthens customers’ time to adoption.
?
CALLER TUNES - HUTCH
BRAND ADVETISING
STUDY CONDUCTED
Launching of new e-service by Dutch telecom service provider. ? Aim : To study the adoption of new e-service by existing customers’ in a time period ‘t’ (25 months) ? Sample - 6000 existing customers. ? Covariates
?
• Relationship characteristics (relationship age,
usage) • Customer demography (age, sex, innovativeness)
MARKETING COMMUNICATION INVOLVED
Direct marketing ? Mass marketing
?
? Brand
? Service
?
Competitive mass marketing (after 6 months)
RESULT OBSERVED
ANALYSIS
•
Dependent variable Hazard rate : Conditional likelihood that adoption of the new service will occur in time ‘t’ Independent variable
Service advertising – Brand advertising – Competitive brand advertising – Competitive service advertising – Constant ( no. of people who would not adopt the new service)
–
•
CONTD..
INDEPENDENT VARIABLE Direct marketing communication Service advertising Brand advertising Competitive service advertising ? (COEFFICIENT) 1.86 .22 .05 .09
Competitive brand -.08 advertising coefficient indicates positive corelation b/w Positive dependent & independent variables and vice versa. Constant -3.61
CONCLUSION
The adoption time decreases with direct as well as mass marketing ? The adoption time is less for service advertising than brand advertising ? Competitor advertising for a particular new service reduces the adoption time ? Competitor advertising for new brand increases the adoption time
?
doc_621457775.pptx
This presentation highlights about marketing communication drivers of adoption timing of a new e-service among existing customers. It also talks about type of IMC by analysis airtel, idea
ABSTRACT
?
Direct marketing communications vs. Mass Marketing communications. Study performed on 6000 customers of a Dutch telecom operator .
?
TYPES OF MARKETING COMMUNICATION
MARKETING COMMUNICATIONS
DIRECT MARKETING COMMUNICATION
MASS MARKETING COMMUNICATION
SERVICE ADVERTISING
BRAND ADVERTISING
CONCEPTUAL FRAME WORK
HYPOTHESES
H1: Direct Marketing communication efforts shorten customer’s time to adoption. ? H2: Brand advertising as well as service advertising shorten customers time to adoption. ? H3 : Service advertising shortens customers’ time to adoption more than brand advertising .
?
CALLER TUNES - AIRTEL
BRAND ADVERTISING
CONTD..
?
H4: Competitive service advertising shortens customer time to adoption. H5: Competitive brand advertising lengthens customers’ time to adoption.
?
CALLER TUNES - HUTCH
BRAND ADVETISING
STUDY CONDUCTED
Launching of new e-service by Dutch telecom service provider. ? Aim : To study the adoption of new e-service by existing customers’ in a time period ‘t’ (25 months) ? Sample - 6000 existing customers. ? Covariates
?
• Relationship characteristics (relationship age,
usage) • Customer demography (age, sex, innovativeness)
MARKETING COMMUNICATION INVOLVED
Direct marketing ? Mass marketing
?
? Brand
? Service
?
Competitive mass marketing (after 6 months)
RESULT OBSERVED
ANALYSIS
•
Dependent variable Hazard rate : Conditional likelihood that adoption of the new service will occur in time ‘t’ Independent variable
Service advertising – Brand advertising – Competitive brand advertising – Competitive service advertising – Constant ( no. of people who would not adopt the new service)
–
•
CONTD..
INDEPENDENT VARIABLE Direct marketing communication Service advertising Brand advertising Competitive service advertising ? (COEFFICIENT) 1.86 .22 .05 .09
Competitive brand -.08 advertising coefficient indicates positive corelation b/w Positive dependent & independent variables and vice versa. Constant -3.61
CONCLUSION
The adoption time decreases with direct as well as mass marketing ? The adoption time is less for service advertising than brand advertising ? Competitor advertising for a particular new service reduces the adoption time ? Competitor advertising for new brand increases the adoption time
?
doc_621457775.pptx