Marketing communication efficiency: challenges and opportunities in not-for-profit sector
In this talk, Professor Sharma would use his research on marketing communication effectiveness to identify the challenges and opportunities faced by not-for-profit sector in using popular marketing concepts and principles in their everyday operations. First, he would introduce six key concepts relat...
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| Format: | Conference Paper |
| Published: |
2019
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| Online Access: | http://hdl.handle.net/20.500.11937/77454 |
| _version_ | 1848763851305123840 |
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| author | Sharma, Piyush |
| author_facet | Sharma, Piyush |
| author_sort | Sharma, Piyush |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | In this talk, Professor Sharma would use his research on marketing communication effectiveness to identify the challenges and opportunities faced by not-for-profit sector in using popular marketing concepts and principles in their everyday operations. First, he would introduce six key concepts related to marketing communication effectiveness, a) scarcity effect in advertising, b) first vs. third person effects in advertising, c) message framing and advertising appeals, d) celebrity endorsements, e) neuroscientific methods to evaluate advertising effectiveness, and f) sharing of viral advertisements. Next, he would discuss the implications of all these concepts in the context of not-for-profit organisations and social marketing. Finally, he would layout a road-map that not-for-profit organisations could use to develop, implement and monitor effective marketing communications. |
| first_indexed | 2025-11-14T11:10:02Z |
| format | Conference Paper |
| id | curtin-20.500.11937-77454 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:10:02Z |
| publishDate | 2019 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-774542020-04-24T06:28:49Z Marketing communication efficiency: challenges and opportunities in not-for-profit sector Sharma, Piyush In this talk, Professor Sharma would use his research on marketing communication effectiveness to identify the challenges and opportunities faced by not-for-profit sector in using popular marketing concepts and principles in their everyday operations. First, he would introduce six key concepts related to marketing communication effectiveness, a) scarcity effect in advertising, b) first vs. third person effects in advertising, c) message framing and advertising appeals, d) celebrity endorsements, e) neuroscientific methods to evaluate advertising effectiveness, and f) sharing of viral advertisements. Next, he would discuss the implications of all these concepts in the context of not-for-profit organisations and social marketing. Finally, he would layout a road-map that not-for-profit organisations could use to develop, implement and monitor effective marketing communications. 2019 Conference Paper http://hdl.handle.net/20.500.11937/77454 restricted |
| spellingShingle | Sharma, Piyush Marketing communication efficiency: challenges and opportunities in not-for-profit sector |
| title | Marketing communication efficiency: challenges and opportunities in not-for-profit sector |
| title_full | Marketing communication efficiency: challenges and opportunities in not-for-profit sector |
| title_fullStr | Marketing communication efficiency: challenges and opportunities in not-for-profit sector |
| title_full_unstemmed | Marketing communication efficiency: challenges and opportunities in not-for-profit sector |
| title_short | Marketing communication efficiency: challenges and opportunities in not-for-profit sector |
| title_sort | marketing communication efficiency: challenges and opportunities in not-for-profit sector |
| url | http://hdl.handle.net/20.500.11937/77454 |