permission marketingfinal
TRANSCRIPT
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PREPARED BY:-
KRUNAL PATEL(10m61)
PRATIK PATEL(10m68)KUSHAL PATEL(10m62)
SWAPNIL CHAUDHARY(10m75)
PRESENTED TO:
Dr. Darshana R. Dave
SUBJECT: CONSUMER PERCEPTION AND PREFERENCESABOUT PERMISSION MARKETING
G. H. Patel Post-Graduate Institute of Business & ManagementSardar Patel University,
Vallabh Vidyanagar.
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Permission Marketing : Permission marketing(also called invitational marketing) envisionsevery customer shaping the targeting behavior ofmarketers (Godin, 1999). Consumers empower a
marketer to send them promotional messages incertain interest categories.
Typically, this is done by asking the consumer tofill out a survey indicating interests whenregistering for a service.
The marketer then matches advertising messageswith the interests of consumers.
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Permission marketing offers the promise ofimproving targeting by helping consumersinterface with marketers most likely to providerelevant promotional messages. Manypermission-marketing firms (e.g. yesmail.com-
now part of the business incubator, CMGI) claimcustomer response rates in the region of 5-20%and since most use e-mail and/or mobiledevices, they are not affected by themeasurement problems of banner advertising.
Since the ads arrive in the mailbox of theindividual, it is likely that more attention wouldbe paid to them in comparison to banners.
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Even though permission marketing can be
implemented in any direct medium, it has
emerged as a serious idea only with the
advent of the Internet.
The two reasons for this are:
(1) on the Internet, the cost of marketer-to-
consumer communication is low.(2) The Internet has enabled rapid feedback
mechanisms due to instantaneous two-way
communication.
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Motivation for permission marketing on the Web hasbeen the failure of the direct mail approach ofsending unsolicited promotional messages. The primeexample of this is unsolicited commercial e-mail orSpam (Cranor & LaMacchia, 1998).
Senders of spam realize three things- the cost ofobtaining a new e-mail address is minimal, themarginal cost of contacting an additional customer isnearly zero (Shiman, 1996) and it is easy to deceivethe consumer.
Individuals provide their addresses at these places forother purposes and hence, this violates their privacyrights (Bloom, Milne & Adler, 1994).
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Milne and Gordon (1993) discuss the role ofcustomer permission along with volume,targeting and compensation in the context ofdirect mail. However, their reference is to an
individual's providing a direct marketer thepermission to share his or her personalinformation with others. In other words, theysee permission as a tool to establish privacyrights rather than to enhance targeting.
Gilmore and Pine II (1997) had also earlieridentified collaboration between marketers andconsumers as one form ofone-on-one marketing.
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Sheehan and Hoy (2000) also suggest thatpermission marketing may be a technique toreduce privacy concerns of individuals. Eventhough they do not use the term permission
marketing, Milne, Boza and Rohm (1999) proposethat opt-in methods (can act) as a trust-building alternative to more effectiveinformation control.
mobile advertising solutions still fail to solve the
user experience and business model issues thatstand in the way of widespread wireless industryacceptance of mobile advertising (Barwise &Strong, 2002) (Gupta, Kumar and Bhattacharya2004).
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To study the perception and preferences of
the people for permission marketing.
To find out the factor(s) that influences theconsumers perceptions about permission
marketing through email and SMS.
To explore the possible better ways in which
permission marketing can be carried out
through digital media.
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This study is confined to the permission
marketing in electronic media only.
Permission marketing in print media is notconsidered in the study..
The study is confined to Anand,
Vallabhvidhyanagar and Baroda city only.
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Research Method: exploratory
Sample Selection: Anand and V.V. Nagar, Baroda
Sample Size: 200
Sampling Method: Convenience Sampling
Survey Method: Personal Interview, Email
Research Instrument: structured Questionnaire
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It has been assumed that sample of around
two hundred would represents the whole
population.
The information given by the respondent is
unbiased.
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Research will use two types of data:
1. Primary data 2. Secondary data
1) PRIMARY DATA:
Primary data will be collected through
predesigned structured questionnaire.
2) SECONDARY DATA:Secondary data will consist of different
literatures like books which are published,
articles, internet and websites.
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Questionnaire printing : Rs. 200
Travelling expenses : Rs. 500
Miscellaneous Expenses :Rs. 300
Total :Rs. 1000
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Field and Laboratory Experiments
Laboratory experiment
An experiment conducted in a laboratory or other
artificial setting to obtain almost complete control
over the research setting.
Field experiment
An experiment conducted in a natural setting, where
complete control of extraneous variables is not
possible. Controlled store test
A hybrid between a laboratory experiment and a test
market; test products are sold in a small number of
selected stores to actual customers.
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Internal Validity
Validity determined by whether an
experimental treatment was the sole cause of
changes in a dependent variable or whether
the experimental manipulation did what it was
supposed to do.
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History
History effect
Cohort effect
Maturation
Testing
Testing effect
Instrumental effect
Selection
Mortality (or sample attrition)
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External Validity
The ability of an experiment to generalize
beyond the experiment data to other subjects
or groups in the population under study.
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Trade-Offs Between Internal and External
Validity
Often it is necessary to trade off internal
validity for external validity because alaboratory experiment provides more control
Laboratory experiments with many controlled
factors are high in internal validity, while field
experiments have less internal validity but
greater external validity.
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Basic experimental design An experimental design in which a single
independent variable is manipulated tomeasure its effect on another single dependent
variableSymbolism for Diagramming Experimental
DesignsX= exposure of a group to an experimental
treatment O = observation or measurement of the
dependent variable
R = random assignment of test units
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Quasi-Experimental Design
A research design that cannot be classified as a
true experiment because it lacks adequate
control of extraneous variables.
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Three Examples of Quasi-Experimental
Designs
One-shot design
An after-only design in which a single measure isrecorded after the treatment is administered.
One-group pre-testpost-test design
A quasi-experimental design in which the subjects in
the experimental group are measured before and after
the treatment is administered, but there is no controlgroup.
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Static group design
An after-only design in which subjects in the
experimental group are measured after being exposed
to the experimental treatment and the control group
is measured without having been exposed to theexperimental treatment; no premeasure is taken.
Pre-testpost-test control group design
A true experimental design in which the experimental
group is tested before and after exposure to the
treatment and the control group is tested at the sametwo times without being exposed to the experimental
treatment. Random assignment of subjects and
treatment occurs.
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Post-testOnly Control Group Design
An after-only design in which the experimental group
is tested after exposure to the treatment and the
control group is tested at the same time without
having been exposed to the treatment; no pre-measure is taken. Random assignment of subjects and
treatment occurs.
Solomon Four-Group Design
A true experimental design that combines the pre-
testpost-test with control group design and the post-testonly with control group design, thereby providing
a means for controlling the interactive testing effect
and other sources of extraneous variation.
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Completely Randomized design
Used when the researcher is interested ininvestigating the effect of one independent variable.
This design does not take into consideration theinfluence of possible extraneous factors such ascompetitors prices , weather conditions , size of
stores etc.
This design presupposes that these possible
extraneous factors have an equal influence on all test
units. This design is used because of its simplicity & it is
inexpensive to conduct.
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Randomized block design In this design the researcher has identified a single
extraneous factor that he or she thinks might affectthe test units response to the treatment.
Hence the researcher will attempt to isolate that
extraneous factor by blocking out its effects.
Latins square design
It attempts to block out the effect of two extraneousfactors.
It is more efficient and more complex to administer.Hence.
the researcher will attempt to isolate that extraneousfactor by blocking out its effects.
Hence the researcher will attempt to isolate thatextraneous factor by blocking out its effects.
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Factorial design
An experiment that investigates the interaction oftwo or more variables on a single dependent
variable.
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THANK YOU