research paper on marketing communication

Information

• Author Services

Initiatives

You are accessing a machine-readable page. In order to be human-readable, please install an RSS reader.

All articles published by MDPI are made immediately available worldwide under an open access license. No special permission is required to reuse all or part of the article published by MDPI, including figures and tables. For articles published under an open access Creative Common CC BY license, any part of the article may be reused without permission provided that the original article is clearly cited. For more information, please refer to https://www.mdpi.com/openaccess .

Feature papers represent the most advanced research with significant potential for high impact in the field. A Feature Paper should be a substantial original Article that involves several techniques or approaches, provides an outlook for future research directions and describes possible research applications.

Feature papers are submitted upon individual invitation or recommendation by the scientific editors and must receive positive feedback from the reviewers.

Editor’s Choice articles are based on recommendations by the scientific editors of MDPI journals from around the world. Editors select a small number of articles recently published in the journal that they believe will be particularly interesting to readers, or important in the respective research area. The aim is to provide a snapshot of some of the most exciting work published in the various research areas of the journal.

Original Submission Date Received: .

• Active Journals
• Find a Journal
• Journal Proposal
• Proceedings Series
• For Authors
• For Reviewers
• For Editors
• For Librarians
• For Publishers
• For Societies
• For Conference Organizers
• Open Access Policy
• Institutional Open Access Program
• Special Issues Guidelines
• Editorial Process
• Research and Publication Ethics
• Article Processing Charges
• Testimonials
• Preprints.org
• SciProfiles
• Encyclopedia

Article Menu

• Subscribe SciFeed
• Recommended Articles
• Google Scholar
• on Google Scholar
• Table of Contents

Find support for a specific problem in the support section of our website.

Please let us know what you think of our products and services.

Visit our dedicated information section to learn more about MDPI.

JSmol Viewer

The effectiveness of marketing communication and importance of its evaluation in an online environment.

1. Introduction

2. the current state of the slovak hotel industry, 3. literature review, 3.1. marketing effectiveness and importance of its evaluation.

• If something cannot be changed, it cannot be understood;
• If something cannot be understood, it cannot be checked;
• If something cannot be checked, it cannot be improved;
• If results cannot be measured, success cannot be distinguished from failure;
• If success cannot be seen, it cannot be evaluated;
• If success cannot be evaluated, failure is likely to be evaluated;
• If failures are not recognized, old errors will be repeated and resources wasted [ 48 ].

3.2. Effectiveness and Evaluation of Marketing Communication in the Online Environment

4. materials and methods.

• Research question 1: Do hotels assess the effectiveness of all forms of online marketing communication that they apply?
• Research question 2: Do hotels perceive the benefits of evaluating the effectiveness of online marketing communication?
• Research question 3: What metrics do hotels use to evaluate the effectiveness of online marketing activities?
• Research question 4: Is the level of metrics used to assess the effectiveness of online hotel marketing activities sufficient?
• Research question 5: Are hotels interested in implementing a new methodology to assess the effectiveness of online marketing activities?

6. Discussion

6.1. benefits of evaluating the effectiveness of online marketing communication.

• It contributes to a more exhaustive redesign of the marketing communication strategy and leads to increased trust among marketing staff;
• It leads to the integration of communication between a hotel and its customers (since elaborated effectiveness assessment procedures lead to easier communication and create a clearer picture of a business strategy), more effective communication with customers, and better targeting of online communication tools;
• It increases alignment with not only marketing goals but also business goals, marketing strategy, and employee loyalty;
• It increases the share of successfully implemented changes—revised feedback will not only increase the likelihood of success, but will also speed up the process of making the necessary changes;
• It leads to better problem prediction and optimization of online communication portfolios;
• It makes it easier for marketing staff to continuously perceive the impact of introduced changes on individual marketing processes, increasing the effectiveness of processes and working time.

6.2. Identifying the Most Appropriate Metric for the Effectiveness Evaluation

6.3. methodology of implementing roi for the effectiveness evaluation, 7. conclusions, author contributions, conflicts of interest.

• Drugău-Constantin, A. Emotional and Cognitive Reactions to Marketing Stimuli: Mechanisms Underlying Judgments and Decision Making in Behavioral and Consumer Neuroscience. Econ. Manag. Financ. Mark. 2018 , 13 , 46–50. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• McMahan, C.; Hovland, R.; McMillan, S. Online Marketing communications: Exploring online consumer behavior by examining gender differences and interactivity within internet advertising. J. Interact. Advert. 2009 , 10 , 61–76. [ Google Scholar ] [ CrossRef ]
• Mikiashvili, N.; Lobzhanidze, N. Green innovations and economic policy in small economies. Forum Sci. Oeconomia 2017 , 5 , 29–40. [ Google Scholar ] [ CrossRef ]
• Kotler, P.; Wong, V.; Saunders, J.; Armstrong, G. Moderní Marketing , 4th ed.; Grada Publishing: Praha, Czech Republic, 2007; ISBN 978-80-247-1545-2. [ Google Scholar ]
• Danaher, P.J.; Rossiter, J.R. Comparing perceptions of marketing communication channels. Eur. J. Mark. 2011 , 45 , 6–42. [ Google Scholar ] [ CrossRef ]
• Ližbetinová, L.; Štarchoň, P.; Lorincová, S.; Weberová, D.; Pruša, P. Application of cluster analysis in marketing communications in small and medium-sized enterprises: An empirical study in the Slovak Republic. Sustainability 2019 , 11 , 2302. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Ivanovic, S.; Milenovsky, A.; Milojica, V. Croatian Tourism and Hospitality Industry: Current State and Future Developmental prespectives. UTMS J. Econ. 2015 , 6 , 293–305. [ Google Scholar ]
• Gurová, Z. Investori Sa Spoliehajú Na Výkonnosť Stredoeurópskych Hotelov. Available online: http://www.cushmanwakefield.sk/sk-sk/news/2017/03/cee-hosipitality (accessed on 15 November 2019).
• Križek, F.; Neufus, J. Moderní Hotelový Management ; Grada: Praha, Czech Republic, 2014; ISBN 8024748355. [ Google Scholar ]
• Ministry of Transport and Construction of the Slovak Republic. Stratégia Rozvoja Cestovného Ruchu do Roku 2020. Available online: https://www.mindop.sk/ministerstvo-1/cestovny-ruch-7/legislativa-a-koncepcne-dokumenty/koncepcne-dokumenty/strategia-rozvoja-cestovneho-ruchu-do-roku-2020 (accessed on 15 November 2019).
• Travel in Slovakia Good Idea. Available online: https://slovakia.travel/ (accessed on 15 November 2019).
• Act No. 311/2001 Coll. on Labour Code as Amendment. Available online: https://zakony.judikaty.info/predpis/zakon-311/2001 (accessed on 8 December 2019).
• Kramarova, K. Integrovaná Marketingová Komunikácia a Model Hodnotového Spektra. In Proceedings of the International Scientific Conference on Globalization and its Socio-Economic Consequences, Rajecke Teplice, Slovakia, 30 September–2 October 2008. [ Google Scholar ]
• Oláh, J.; Karmazin, G.; Pető, K.; Popp, J. Information technology developments of logistics service providers in Hungary. Int. J. Logist. Res. Appl. 2018 , 21 , 332–344. [ Google Scholar ] [ CrossRef ]
• Zapletalová, Š. Competitive strategies of the SMEs: Empirical evidence from the Czech Republic. Forum Sci. Oeconomia 2017 , 5 , 9–26. [ Google Scholar ] [ CrossRef ]
• Shpak, N.; Odrekhivskyi, M.; Doroshkevych, K.; Sroka, W. Simulation of Innovative Systems under Industry 4.0 Conditions. Soc. Sci. 2019 , 8 , 202. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Nagy, J.; Oláh, J.; Erdei, E.; Máté, D.; Popp, J. The Role and Impact of Industry 4.0 and the Internet of Things on the Business Strategy of the Value Chain-The Case of Hungary. Sustainability 2018 , 10 , 3491. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Mala, D.; Bencikova, D. Innovations of a green product. Ekon. Spektrum 2018 , 12 , 64–74. [ Google Scholar ] [ CrossRef ]
• Samuelson, P.A.; Nordhaus, W.D. Ekonomie ; Nakladatelství Svoboda: Praha, Czech Republic, 2008; ISBN 978-80-205-0590-3. [ Google Scholar ]
• Paulík, D. Základy Financií a Meny ; Inštitút aplikovaného manažmentu: Trenčín, Slovakia, 2012; ISBN 978-80-896-0006-9. [ Google Scholar ]
• Stavarek, D.; Šulganová, J. Analýza efektívnosti slovenských bánk s využitím Stochastic Frontier Approach. Ekon. Rev. 2009 , 12 , 27–34. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Synek, M. Manažérska Ekonomika ; Grada Publishing: Praha, Czech Republic, 2003; ISBN 80-247-0515-X. [ Google Scholar ]
• Šindler, P. Event Marketing: Jak Využít Emoce v Marketingové Komunikaci ; Grada Publishing: Praha, Czech Republic, 2003; ISBN 978-80-2476-371-2. [ Google Scholar ]
• Molnár, Z. Efektivnost Informčních Systému ; Grada: Praha, Czech Republic, 2000; ISBN 80-7169-410-X. [ Google Scholar ]
• Valaskova, K.; Kliestik, T.; Kovacova, M. Management of financial risks in Slovak enterprises using regression analysis. Oecon. Copernic. 2018 , 9 , 105–121. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Weissova, I.; Kollar, B.; Siekelova, A. Rating as a Useful Tool for Credit Risk Measurement. In Proceedings of the 4th World Conference on Business, Economics and Management (WCBEM), Ephesus, Turkey, 30 April–2 May 2015. [ Google Scholar ]
• Oláh, J.; Kovács, S.; Virglerova, Z.; Kovacova, M.; Popp, J. Analysis and comparison of economic and financial risk sources in SMEs of the Visegrad Group and Serbia. Sustainability 2019 , 11 , 1853. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Zerihun, T.B.; Shekhar, V. The effect of marketing effectiveness and efficiency on the marketing performance of medium and large financial service enterprises in Ethiopia. International J. Multidiscip. Manag. Stud. 2011 , 1 , 29–46. [ Google Scholar ]
• Sroka, W.; Szanto, R. Corporate Social Responsibility and Business Ethics in Controversial Sectors: Analysis of Research Results. J. Entrep. Manag. Innov. 2018 , 14 , 111–126. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Daukševičiuté, I.; Valainis, A.; Vilkaitė, N. Conceptualization of the effectiveness of marketing tools. Intelekt. Ekon. 2011 , 5 , 200–211. [ Google Scholar ]
• Nwokah, G.; Ahiauzu, A.I. Managerial competency and marketing effectiveness in corporate organizations in Nigeria. J. Manag. Dev. 2008 , 27 , 858–878. [ Google Scholar ] [ CrossRef ]
• Žostautiené, D.; Vaičiulenaité, I. Coherence model between marketing culture and marketing effectiveness. Econ. Manag. 2010 , 15 , 874–879. [ Google Scholar ]
• Solčanský, M.; Šimberová, I. Measurement of marketing effectiveness. Econ. Manag. 2010 , 15 , 755–759. [ Google Scholar ]
• Mavondo, F.T.; Chimhanzi, J.; Stewart, J. Learning orientation and market orientation. Eur. J. Mark. 2004 , 39 , 1235–1263. [ Google Scholar ] [ CrossRef ]
• Pramanik, R.; Prakash, G. Marketable surplus and marketing efficiency of vegetables in Indore district. J. Agric. Econ. 2010 , 7 , 84–93. [ Google Scholar ]
• Kožená, M.; Chládek, T. Company competitiveness measurement depending on its size and field of activities. Procedia Soc. Behav. Sci. 2012 , 58 , 1085–1090. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Bartáková, G.; Gubíniová, P. Udržateľný Marketingový Manažment ; IAM Press: Trenčín, Slovakia, 2015; ISBN 978-80-89600-08-3. [ Google Scholar ]
• Stonkute, E.; Vveinhardt, J.; Sroka, W. Training the CSR Sensitive Mind-Set: The Integration of CSR into the Training of Business Administration Professionals. Sustainability 2018 , 10 , 754. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Andrijauskiene, M.; Dumciuviene, D. National culture as a determinant of firms’ innovative performance. Forum Sci. Oeconomia 2018 , 6 , 47–67. [ Google Scholar ] [ CrossRef ]
• Drucker, P. Management: Tasks, Responsibilities, Practices ; Harper Row: Michigan, MI, USA, 1974; ISBN 978-00-6011-092-5. [ Google Scholar ]
• Ruekert, R.W.; Walker, O.C. Marketing´s interactions with other functional units: A conceptual framework and empirical evidence. J. Mark. 1987 , 51 , 1–19. [ Google Scholar ] [ CrossRef ]
• Clark, B.H. Marketing Performance Measures: History and Interrelationships. J. Mark. Manag. 1999 , 15 , 711–732. [ Google Scholar ] [ CrossRef ]
• Ittner, C.D.; Larcker, D.F. Are nonfinancial measures leading indicators of financial performance? An analysis of customer satisfaction. J. Account. Res. 1998 , 36 , 1–35. [ Google Scholar ] [ CrossRef ]
• Kmecova, I. The processes of managing human resources and using management methods and techniques in management practice. Ekon. Spektrum. 2018 , 12 , 44–54. [ Google Scholar ] [ CrossRef ]
• Mura, L.; Haviernikova, K.; Machova, R. Empirical results of entrepreneurs’ network: Case study of Slovakia. Serb. J. Manag. 2017 , 12 , 121–131. [ Google Scholar ] [ CrossRef ]
• Ambler, T.; Kokkinaki, F.; Puntoni, S.; Riley, D. Assessing market performance: The Current State of Metrics. Available online: http://facultyresearch.london.edu/docs/01-903.pdf (accessed on 25 October 2019).
• Gao, Y. Measuring marketing performance: A review and a framework. Mark. Rev. 2010 , 10 , 25–40. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Halachmi, A. Performance measurement in only one way of managing performance. Int J. Product. Perform. Manag. 2005 , 54 , 502–516. [ Google Scholar ] [ CrossRef ]
• Meilă, A.D. Regulating the Sharing Economy at the Local Level: How the Technology of Online Labor Platforms Can Shape the Dynamics of Urban Environments. Geopolit. Hist. Int. Relat. 2018 , 10 , 181–187. [ Google Scholar ] [ CrossRef ]
• Fahmy, M.M.; Ghoneim, A.I. The impact of interactivity on advertising effectiveness of corporate websites: A mediated moderation model. Int. J. Mark. Res. 2016 , 8 , 41–55. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Durica, M.; Svabova, L. Improvement of company marketing strategy based on Google search results analysis. Proc. Econ. Financ. 2015 , 26 , 454–460. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Hoffman, D.; Fodor, M. Can you measure the ROI of your social media marketing? MIT Sloan. Manag. Rev. 2010 , 52 , 41–49. [ Google Scholar ]
• Valaskova, K.; Kramarova, K. Analysis of a market performance in the European Union and Slovakia. In Proceedings of the 15th International Scientific Conference on Globalization and its Socio-Economic Consequences, Rajecke Teplice, Slovakia, 7–8 October 2015. [ Google Scholar ]
• Da Gama, A.P. An Expanded Model of Marketing Performance. Mark. Intell. Plan. 2011 , 29 , 643–661. [ Google Scholar ] [ CrossRef ]
• IBM. Od rozšíření vlivu po jeho posílení. Available online: https://docplayer.cz/3746558-Poznatky-z-globalni-studie-marketingovych-reditelu-rozsireni-vlivu-po-jeho-posileni-shrnuti-pro-vedouci-pracovniky.html (accessed on 17 November 2019).
• Obluk, O. Hodnocení Efektivitykomunikačních Kampaní. Available online: https://docplayer.cz/2180743-Hodnoceni-efektivity.html (accessed on 17 November 2019).
• Regalix. TOP B2B Marketing Channels and Tactics. Available online: http://www.marketingprofs.com/charts/2015/26985/top-b2b-marketing-channels-and-tactics (accessed on 17 November 2019).
• Regalix. State of B2B Social Media Marketing. Available online: http://www.regalix.com/wp-content/uploads/2016/10/State-of-B2B-Social-Media-Marketing-2016.pdf (accessed on 17 November 2019).
• NYAMA. Marketing ROI in the Era of Big Data. Available online: https://www.iab.com/wp-content/uploads/2015/05/2012-BRITE-NYAMA-Marketing-ROI-Study.pdf (accessed on 17 November 2019).
• Rimarčík, M. Štatistika Pre Prax ; Marián Rimarčík, 2007; ISBN 978-80-969813-1-1. [ Google Scholar ]
• McHugh, M.L. The Chi-square test of independence. Biochem. Med. 2013 , 23 , 143–149. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Sourial, N.; Wolfson, C.; Zhu, B.; Quail, J.; Fletcher, J.; Karunananthan, S.; Bandeen-Roche, K.; Béland, F.; Bergman, H. Correspondence analysis is a useful tool to uncover the relationships among categorical variables. J. Clin. Epidemiol. 2010 , 63 , 638–646. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Kráľ, P. Viacrozmerné Štatistické Metódy So Zameraním Na Riešenie Problémov Ekonomickej Praxe ; Univerzita Matej Bela: Banská Bystrica, Slovakia, 2019; ISBN 978-80-8083-840-9. [ Google Scholar ]
• Gúčik, M. Marketing Cestovného Ruchu ; Dali BB, s. r. o.: Banská Bystrica, Slovakia, 2011; ISBN 978-80-89090-85-3. [ Google Scholar ]
• Maráková, V. Marketingová Komunikácie v Cestovnom Ruchu ; Wolters Kluwer: Bratislava, Slovakia, 2016; ISBN 978-80-8168-394-7. [ Google Scholar ]
• Rădulescu, A. Users’ Social Trust of Sharing Data with Companies: Online Privacy Protection Behavior, Customer Perceived Value, and Continuous Usage Intention. Contemp. Read. Law Soc. Justice 2018 , 10 , 137–143. [ Google Scholar ] [ CrossRef ]
• Stuchlý, J.; Jambal, T.; Ližbetinová, L. Loyalty programs and customer preferences. In Proceedings of the 32nd International Business Information Management Association Conference, IBIMA 2018-Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional Expansion to Global Growth, Seville, Spain, 15–16 November 2018. [ Google Scholar ]
• Jiménez, M.A.S.; Correia, M.B.; de Matos, N. Analysis of social networks as an instrument of communication in the tourist destinations of Algarve. Rev. GEINTEC 2018 , 8 , 4476–4494. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Bragg, S.M. Business Ratios and Formulas: A Comprehensive Guide ; John Wiley Sons: New York, NY, USA, 2012; ISBN 978-1118169964. [ Google Scholar ]
• Haddow, G. Academic library use and student retention: A quantitative analysis. Libr. Inf. Sci. Res. 2013 , 35 , 127–136. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• Kingma, B.; Mcclure, K. Lib-value: Values, outcomes, and return on investment of academic libraries, phase III: ROI of the Syracuse University Library. Coll. Res. Libr. 2015 , 76 , 63–80. [ Google Scholar ] [ CrossRef ] [ Green Version ]
• McMullen, A. The value of values. Bottom Line 2013 , 26 , 4–6. [ Google Scholar ] [ CrossRef ]
• Bonilla, J. Nuevas tendencias del turismo y las tecnologías de información y las comunicaciones. Tur. Y Soc. 2013 , 14 , 33–45. [ Google Scholar ]
• Wu, J. Calculating the ROI for Business Intelligence Projects. Available online: http://www.information-management.com/news/2487-1.html (accessed on 29 November 2019).
• Buhalis, D.; Mamalakis, E. Social media return on investment and performance evaluation in the hotel industry context. In Proceedings of the International Conference, Lugano, Switzerland, 3–6 February 2015; Tussyadiah, I., Inversini, A., Eds.; Springer: Cham, Switzerland, 2015. [ Google Scholar ]
• Rust, T.R.; Lemon, K.N.; Zeithaml, V.A. Return on Marketing: Using Customer Equity to Focus Marketing Strategy. J. Mark. 2004 , 68 , 109–127. [ Google Scholar ] [ CrossRef ] [ Green Version ]

Click here to enlarge figure

Share and Cite

Krizanova, A.; Lăzăroiu, G.; Gajanova, L.; Kliestikova, J.; Nadanyiova, M.; Moravcikova, D. The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment. Sustainability 2019 , 11 , 7016. https://doi.org/10.3390/su11247016

Krizanova A, Lăzăroiu G, Gajanova L, Kliestikova J, Nadanyiova M, Moravcikova D. The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment. Sustainability . 2019; 11(24):7016. https://doi.org/10.3390/su11247016

Krizanova, Anna, George Lăzăroiu, Lubica Gajanova, Jana Kliestikova, Margareta Nadanyiova, and Dominika Moravcikova. 2019. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment" Sustainability 11, no. 24: 7016. https://doi.org/10.3390/su11247016

Article Metrics

Article access statistics, further information, mdpi initiatives, follow mdpi.

Subscribe to receive issue release notifications and newsletters from MDPI journals

• Corpus ID: 51687267

A Study About Marketing Communications Effectiveness In The Business-To-Business Markets

• Published 2015
• Business, Economics

3 Citations

The effect of using social media in the modern marketing communication on the shaping an external employer’s image, enhanicng the performance of jordanian private hospitals through marketing communication strategy, the effectiveness of integrated marketing communication for high involvement product purchase decision: in case of university of gondar employees, 9 references, a communication-based marketing model for managing relationships, mastering the mix: do advertising, promotion, and sales force activities lead to differentiation, marketing orientation and company performance industrial vs. consumer goods companies, measuring organizational performance in the absence of objective measures: the case of the privately-held firm and conglomerate business unit, the impact of consumer characteristics and campaign related factors on brand confusion in print advertising, design and validation of an instrument for measuring advertising effectiveness in the printed media, structural equation modeling in practice: a review and recommended two-step approach, introducing lisrel: a guide for the uninitiated, communicating competence in the medical diagnostic industry. a customer view, related papers.

Showing 1 through 3 of 0 Related Papers

• Marketing Communication

AN EMPIRICAL STUDY OF MARKETING COMMUNICATIONS EFFECTIVENESS IN SLOVENIAN MARKET

• January 2014
• Innovative Issues and Approaches in Social Sciences 7(1)
• CC BY-NC 4.0

• University of Ljubljana

• University of Maribor

Abstract and Figures

Discover the world's research

• 25+ million members
• 160+ million publication pages
• 2.3+ billion citations
• Kenneth Kaunda
• John Kuria Thuo
• Evans Kwendo
• Yus Hermansyah

• J MARKETING
• Sandra E. Moriarty
• INT J ADVERT
• Martin Evans

• Mike Ratcliffe
• James Wilson

• Don E. Schultz
• J.D. Herrington

• M.J. Cotter
• J.A. Henley Jr
• INT J MARKET RES

• Recruit researchers
• Join for free
• Login Email Tip: Most researchers use their institutional email address as their ResearchGate login Password Forgot password? Keep me logged in Log in or Continue with Google Welcome back! Please log in. Email · Hint Tip: Most researchers use their institutional email address as their ResearchGate login Password Forgot password? Keep me logged in Log in or Continue with Google No account? Sign up