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The purpose of this paper is to examine the use of social marketing principles in Web 2.0 commercial and social marketing campaigns.

A literature review and online search were conducted to document the types of products and behavior change initiatives being marketed on Web 2.0 platforms. Case studies from commercial and social marketing were critically reviewed to determine whether they exhibited one or more of the principles of social marketing.

Results demonstrated that social marketers can employ the following social marketing principles to successfully design and implement a Web 2.0 campaign: consumer orientation, behavior change, market segmentation and targeting, mixed methods, exchange and competition.

The findings present originality and value to social marketers who want to effectively integrate, expand and apply Web 2.0 channels to meet their behavior change goals.

The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.

Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.

The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.

This study contributes toward corporate donation campaign literature by focusing on the usage of social media.

From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

Despite social marketing being widely adopted in English-speaking countries, there is limited evidence of it being adopted in German language countries. Alcohol misuse is a social problem that has been the topic of health campaigns globally. The purpose of this paper is to understand the level of knowledge and adoption of social marketing among alcohol misuse prevention campaign planners, to understand current practices in campaigns, and to examine the use adoption of social marketing in such campaigns in Austria, Germany and Switzerland.

Campaigns were identified through bibliographic databases, online search engines, and expert inquiry. A survey was administered to campaign planners to retrieve primary data about campaigns. Data were analyzed using descriptive statistics. Practices were compared to social marketing using Andreasen's six social marketing benchmark criteria.

In total, 31 campaigns were included in the review. Some 55 per cent of planners reported knowing about social marketing and 52 per cent reported using it in the reviewed campaign. Relative to the benchmark criteria, social marketing was rarely adopted, with one campaign attaining all six criteria and eight meeting at least four of them.

The paper is the first to provide an overview of the use of social marketing in alcohol misuse prevention campaigns in German language countries. It generates information on knowledge and adoption of social marketing and contributes to understanding the diffusion of social marketing in a sample of European countries.

Questions the nature of marketing methods in political campaigns based on a grounded theoretical approach conducted using in‐depth interviews. Suggests that if marketing success is measured solely by the level of turnout then the use of marketing in political campaigns would appear to be failing. Other reasons, however, may also explain this lack of success. The use of marketing may be less effective because the “market” is more restrictive, or marketing methods whilst actually being appropriate may be being used inappropriately. Concludes that, although the political “market” is different and restrictive, this does not negate the role of marketing in political campaigning.

The experience economy is characterized by the consumers’ search for emotions and memorable experiences through consumption. While the experience economy has a fundamental effect on tourists’ decision-making and their consumer behavior, only a limited number of past studies have examined the relations between the experience economy and destination marketing campaigns. To extend the scope of the existing knowledge, this paper aims to explore the use of experience marketing in destination marketing campaigns.

The study conducts a qualitative case study analysis of six national tourism marketing campaigns, i.e. it examines the use of experience marketing in tourism campaigns and the use of the strategic experiential module as an analysis framework for destination marketing campaigns.

The findings reveal an influence of experience marketing on the examined marketing campaigns as destinations highlight the motifs of memorable experiences, engaging people’s senses and creating meaning. In accordance with the strategic experiential module, the campaigns analyzed shift the marketing focal point from the characteristics of the destination to the tourists’ experiences of sensing, feeling, thinking, acting and relating.

The conclusions of the study contribute both to scholars and practitioners, extending the present knowledge of the link between experience marketing and tourism marketing, illustrating the effect of experience marketing on destination marketing and shedding new light on the role of the experience economy and experience marketing in tourism marketing campaigns.

In 2002 Birmingham libraries launched a marketing campaign to change their image and introduce a new branding. An integrated approach to strategic planning, performance measurement and marketing techniques enabled the campaign to achieve its objectives. The example of Birmingham libraries illustrates the various stages of a marketing campaign through planning, market research, defining objectives, target groups and messages, media planning, implementation and evaluation. It emphasises the link between the libraries’ strategy and concrete marketing targets. Birmingham libraries’ image campaign was awarded the CILIP and Emerald Public Relations and Publicity Award in 2002. The judges described the work as “a textbook example of a job done properly with serious professional support … this level of marketing for libraries should be encouraged”.

The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI).

The study examines real life campaigns from well‐known companies and attempt to measure consumer response beyond merely viewing or participating in the campaign. How much of an actionable response can be evoked and measured from viral and word‐of‐mouth campaigns? Testimonials and commentary from marketers practicing these methods and the pundits that attempt to gauge the effectiveness.

The paper finds that word‐of‐mouth or viral marketing efforts are not always a sure bet. But a well‐placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in non‐terminal new mediums like the internet. While the jury is still out on finding hard quantitative ROI measurements for these campaigns, they can produce hefty returns for brand awareness.

Tracking ROI for viral marketing and word‐of‐mouth marketing campaigns remains an inexact and difficult science.

The paper suggest following the included Viral Commandments when creating a word‐of‐mouth campaign to ensure marketing resources are put to highest and best use. It also suggests focusing on identification of the consumer as a vital step to build advocacy. Viral marketing should not anchor marketing strategy, but when used effectively can be an important ace‐up‐the‐sleeve.

The paper explores some recognizable viral marketing campaigns and studies the effects they had on product sales, consumer advocacy and brand awareness. It teaches important factors to consider when developing word‐of‐mouth marketing: who is doing it well, who is not, what lasting effects can a campaign deliver, and are there any effective ways to measure return on investment?

Quantifying the efficacy of marketing is an age-old challenge. As John Wanamaker said a century ago, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” The big difference today, however, is that the Internet enables detailed tracking of marketing campaigns in real time, or near time. Exemplifies how to leverage the Internet to dramatically improve the efficacy of marketing. Centers upon the Microsoft Security Guidance marketing campaign, which was designed to change IT professionals' perception of Microsoft's software product security. The integrated marketing campaign involved print media, analyst relations, and online advertising. The advertising was designed to drive IT professionals to a Web site on security guidance, then sign them up for free in-person security training classes. Illustrates two important best practices for marketing in the Internet age: first, the campaign was designed to be measured, and second, agility was specifically designed into the campaign. In addition to tracking weekly click-through data from the print and online advertising, the campaign also used online pop-up customer perception surveys. Analyzing the click-though data, Microsoft realized it had a problem at the end of the first week of the campaign–there were far fewer signups for the training sessions than anticipated. By the end of the second week the campaign was changed, resulting in a huge improvement in efficacy. Creates a scorecard illustrating the pros and cons of the Microsoft approach compared to a more traditional campaign. Illustrates how, rather than creating big-bang campaigns, high-performing marketing organizations today are continually experimenting. They build flexibility into campaigns and design them to be measured.

To learn how to leverage the Internet in marketing campaigns, analyze click-through data and online survey results acquired in near time, and learn how it is used to fine tune and dramatically improve a campaign. Furthermore, illustrates how nonfinancial metrics can be used to quantify marketing efficacy.

The purpose of this paper is to demonstrate the political functions of government‐sponsored social marketing campaigns aimed at changing citizens’ behaviour and to argue for the reconsideration of the boundaries between political, public sector and social marketing.

Critical discourse analysis of print advertisements and promotional material of a government‐sponsored social marketing campaign is used.

The paper identifies the discursive ways in which the campaign influences the public's views of social issues and actors and discusses the role of such campaigns in the redefinition of the relationship between the citizen and the state.

The paper contributes to critical perspectives on the wider impact of social marketing activities on democracy by demonstrating the political impact function and effects of campaigns run by governments.