Leveraging Design Thinking for Pharmaceutical Digital Marketing

Ngamvichaikit, Anothai

doi:10.14707/ajbr.210102

Cited by 3 publications

(2 citation statements)

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“…Not only as an object of study but also as the research method. For example, we quote Ngamvichaikit (2021), who developed a working model based on design thinking to solve a problematic situation. The author analyses the complex reality of digital advertising in pharmaceutical companies and focuses on the conflict situation that arises between the interests of advertisers, the respect for the rights of users and consumers, the possibilities offered by the new advertising media and the slow pace of legislation, which has not yet given response to situations related to digital media.…”

Section: Introductionmentioning

confidence: 99%

Design Thinking: an Innovative Educational Method in Advertising

2021

Vadyba

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Design Thinking is one of the most recognised innovation methodologies today. Companies such as Apple, Amazon, Google, IBM, Uber, Deutsche Bank, Procter and Gamble or Nike turn to it to design their products, services, work processes and strategic plans. This methodology runs along a path other than verbal and linear thinking. Moreover, its purpose is not to storage knowledge. Instead, design thinking proposes a more intuitive solution creation model that seeks functionality. It is based on innovation and originality, avoiding preconceived questions that would lead to conventional answers. At the same time, it is a method that requires collaborative work and encourages the creation of multidisciplinary teams. It offers tools to the participants to manage a diversity of opinions and build a global solution enriched by their variety of perspectives. For this reason, design thinking also plays a vital role in forming and managing work teams and solving conflict situations. Regarding the broad range of professional fields in which design thinking has application, the competitive advantage it offers to the organisations and its role in facilitating teamwork, this methodology can play an essential role in the training of future professionals. Hence, experts proposed to insert design thinking techniques into university study plans every day with more frequency. This article incorporates the results of a teaching innovation project based on creating a Design Thinking Workshop as an educational tool applied in the subject of Advertising Strategy within the Communication Degree of a Spanish university centre. Among the motivations that promoted the workshop, we highlighted the applicability of this method in the advertising process; furthermore, the need to strengthen students' competencies in the face of leadership and cooperation in teamwork. This workshop also means the opportunity to promote multidisciplinary workgroups with other specialities besides Advertising, such as Audiovisual Communication. This workshop, proposed as a pilot project, intends to evaluate the capacity of design thinking as an applied method and its feasibility of implementation within the academic program. Likewise, to measure the perception that students and teachers themselves had of the method. We launched a questionnaire to the students and held a discussion session with the teachers to measure this perception. The results showed an upbeat assessment of the method and its application to the educational field of advertising. Other relevant achievements were a greater motivation in students and their ability to work in a team. Among the main conclusions, we highlight the suitability of this methodology in teaching advertising and its ability to improve students' skills for future incorporation into the professional field. As ways to expand the study, for future research, we highlight the interest in measuring the perception generated by the application of this method in the teaching of advertising in companies where students do internships.

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Section: Introductionmentioning

confidence: 99%

Design Thinking: an Innovative Educational Method in Advertising

2021

Vadyba

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Section: Introductionmentioning

confidence: 99%

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Vadyba

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Brand equity has become essential variable that impacts on purchase decision and enhances the value of product due to the effects on customer loyalty and customer satisfaction. Nowadays,information and communication technologies have been devoloped rapidly that causes wide range of product and brand choices in the market. Therefore quality level and features of products have been become similar.In this case firms need to differentiate their products and compete each other to sustain their success and to exist in the market forever. One of the main ways to increase the success of firm and make a difference in the market is building the consumer-based brand equity that is described as perceived sense of brand by the consumers. Companies must compete aggressively to attract and keep loyal customers. Brand equity is one of the company's most valuable asset to keep the potential consumers. Companies are increasingly understanding that brands are key factors in competitiveness People are more likely to purchase or consume products are supplied by a corporation if corporation's brand equity is stronger. Because of this, purchase decisions are heavily impacted by customer opinions about these brands .The goal of this study is to develop a conceptual framework for analyzing the link between consumer-based brand equity and purchasing decision of consumer. Research was to examine the impact of four dimensions of customer-based brand equity on consumer purchasing decisions: brand loyalty (BA), perceived quality (PQ), brand awareness (BAW), and brand association (BA) on consumer purchase decisions (CPD). The study's research model was influenced by Aaker's consumer-based brand equity model. Brand loyalty, perceived quality, brand awareness, and brand association were independent variables. Dependent variable was consumer's purchase decision. Data was obtained from 407 respondents in Turkey using an internet survey to test the hypothesis. The respondents' favorite sports shoes brand was used to frame the questions. The data were examined by descriptive statistics, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The results showed that brand equity dimensions affect Turkish consumer's purchasing decisions based on consumer's favourite sport shoes brand. Statistically, there is positive impact of both BAW (coefficient 0.853, p=0.000<0.01), BL (coefficient 0.255, p=0.019<0.05) on CPD. Both PQ (p=0.870>0.05) and BA (p=0.538>0.05) have no positive impact on CPD.

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