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dc.contributor.authorSharma, Piyush
dc.date.accessioned2019-12-26T06:21:44Z
dc.date.available2019-12-26T06:21:44Z
dc.date.issued2019
dc.identifier.citationSharma, P. 2019. Marketing communication efficiency: challenges and opportunities in not-for-profit sector. In: Marketing of Goals, Initiatives & Causes (MAGIC) Conference, 7th Dec 2019, Indian Institute of Technology Delhi, India.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/77454
dc.description.abstract

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.

dc.titleMarketing communication efficiency: challenges and opportunities in not-for-profit sector
dc.typeConference Paper
dcterms.source.conferenceMarketing of Goals, Initiatives & Causes (MAGIC) Conference
dcterms.source.conference-start-date7 Dec 2019
dcterms.source.conferencelocationIndian Institute of Technology Delhi, India
dc.date.updated2019-12-26T06:21:44Z
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available
curtin.facultyFaculty of Business and Law
curtin.contributor.orcidSharma, Piyush [0000-0002-6953-3652]
curtin.contributor.researcheridSharma, Piyush [D-3562-2012]
dcterms.source.conference-end-date9 Dec 2019
curtin.contributor.scopusauthoridSharma, Piyush [26434453900]


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