The Effectiveness Of Mass Marketing Communication As A Digital Logistics Tools In Promoting A New Online Public Service Platform

Ibrahim, Irwan and Ismail, Albert Feisal and Amer, Afizan and Md. Jani, Siti Hajar (2019) The Effectiveness Of Mass Marketing Communication As A Digital Logistics Tools In Promoting A New Online Public Service Platform. International Journal of Supply Chain Management, 8 (4). pp. 177-185. ISSN 2051-3771

Text THE EFFECTIVENESS OF MASS MARKETING COMMUNICATION_ALBERT FEISAL.PDF Download (611kB)

Abstract

This paper aims to review a framework that investigate the effectiveness of mass marketing communication as a digital logistics tools toward promoting a new online public service platform "i-akaun" for Employees Provident Fund (EPF). The use of online public service platform by the government for participatory and interactive relationships is increasing today. More precisely, the descriptive nature of the study resides in its ability to explain how mass marketing communication as a digital logistics tools can promote the usage of new online service platform users regard the status performance of advertising, public relation and event as mass marketing as a digital logistics tools. A critical analysis of mass marketing communication as a digital logistics tool wheel shows it to be a checklist, a starting point in the examination on a set of mass marketing communication mix tool, but it is not as such of immense help to the decision maker and it was followed by a quantitative approach with a descriptive analysis was involve. Hence, the survey and observation are the methods that will used to collect the information and data. The analysis of communication gaps gives directions for formulating strategic decisions. In this framework, tactical decisions concern the components of the mass marketing communication as a digital logistics tools mix framework, activities, means and vehicles of communication.

Item Type:	Article
Uncontrolled Keywords:	Advertising, Co-creation, Digital service platform, Mass marketing, Public relations, Mass Marketing Communication
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Sabariah Ismail
Date Deposited:	08 Dec 2020 11:24
Last Modified:	08 Dec 2020 11:24
URI:	http://eprints.utem.edu.my/id/eprint/24535
Statistic Details:	View Download Statistic

Actions (login required)

View Item