Open Access. Powered by Scholars. Published by Universities.®

Advertising and Promotion Management Commons

Open Access. Powered by Scholars. Published by Universities.®

1,661 Full-Text Articles 1,797 Authors 1,327,735 Downloads 148 Institutions

All Articles in Advertising and Promotion Management

Faceted Search

1,661 full-text articles. Page 1 of 53.

Promoting A President: Tone In Presidential Candidate Correspondence Via Twitter, Eva Coleman-Owusu, Sabrina Habib 2018 Winthrop University

Promoting A President: Tone In Presidential Candidate Correspondence Via Twitter, Eva Coleman-Owusu, Sabrina Habib

The Winthrop McNair Research Bulletin

The purpose of this research is to provide insight into the changes of integrated marketing communications in a political environment and the impact of different tones in a presidential campaign. Using the Twitter correspondence of the Republican and Democratic nominees, a content analysis was used to discover positive tones, negative tones, and themes during the 2016 presidential election. Data was collected from the end of the primary elections to election day in November 2016. This research also builds on previous studies focused on the growing impact of social media in political communications. The findings from this study include: (1) Hillary ...


Church Planting In An African-American Context: A Guide For Independent Reformations, Ray J. Johnson 2018 Fuller Theological Seminary

Church Planting In An African-American Context: A Guide For Independent Reformations, Ray J. Johnson

Doctor of Ministry Projects

The purpose of this doctoral project is to provide a set of contextual churchplanting strategies for African-American episcopal and pastoral leaders who will launch, develop and grow spiritually healthy leaders and churches. The church-planting movement of Calvary Revival Churches (hereafter CRC) is located in southeastern Virginia. The area’s independent cities mirror the boroughs of New York City. The CRC brand launched four churches with five campuses spread throughout the Hampton Roads region. To date only two CRC church campuses remain. The expansiveness of suburban sprawl and residential centers coupled with centralized commercial services have always left disconnected and disenfranchised ...


Of Expectations And Experiences: 
The Moderating Effect Of Valenced Expectations On Enjoyment Of A Positive Vs. Negative Experience, Molly C. McGehee 2018 University of New Mexico - Main Campus

Of Expectations And Experiences: 
The Moderating Effect Of Valenced Expectations On Enjoyment Of A Positive Vs. Negative Experience, Molly C. Mcgehee

Shared Knowledge Conference

Some extant literature argues that expectations drive enjoyment of experiences, while other literature argues that expectations only comparatively influence enjoyment. The current work addresses this discrepancy and demonstrates that while positive expectations do result in favorable enjoyment of experiences, negative expectations result in the comparative process suggested by others.


Complete Issue. Volume 1, Issue 2, 2018 University of Central Florida

Complete Issue. Volume 1, Issue 2

Journal of International Crisis and Risk Communication Research

This is the full issue of JICRCR Volume 1, Issue 2.


The Kiwi Way: Marketing In New Zealand, A Program Design For Johnson & Wales University, Rachael L. Peters 2018 SIT Graduate Institute

The Kiwi Way: Marketing In New Zealand, A Program Design For Johnson & Wales University, Rachael L. Peters

Capstone Collection

The proposal for a study abroad program to be implemented at Johnson & Wales University [JWU] results from a five-month internship in the JWU Abroad office and multiple interviews with full-time colleagues in the department. It is designed to not only expand the current JWU portfolio in subject matter and program location, but to strengthen a newly built partnership with American Universities International Programs Limited [AUIP] through the addition of a second collaborative program in the provider’s catalogue.

The Kiwi Way: Marketing in New Zealand is a twelve-day faculty-led study abroad [FLSA] program that splits time between the cities of ...


Political Advertising Saturation In The 2016 Iowa Caucuses, Jay Newell 2018 Iowa State University

Political Advertising Saturation In The 2016 Iowa Caucuses, Jay Newell

Journalism Publications

Allocating the optimum amount of campaign resources to advertising is a critical question for political managers. This research presents the case of the 2016 Iowa Caucuses, in which over $46 million of broadcast television advertising was purchased on behalf of 21 Republican and Democratic candidates and run in eight media markets over 9 months. Using Federal Communication Commission (FCC)-derived data from more than 3,700 political advertising contracts, and responses to two waves of surveys among Iowa voters, this research considers the connection between advertising weight (adspend) and political outcomes in a media-saturated campaign. In contrast to some earlier ...


Harnessing The Power Of Gold, Christopher Hunt 2018 Western Michigan University

Harnessing The Power Of Gold, Christopher Hunt

Academic Leadership Academy

Consistent branding at WMU has been the topic of many on-campus discussions in 2017. The Strategic Management Executive Council (SMEC) identified brand and communication consistency and continuity as a risk priority. As part of that risk assessment, a Collaborative Risk/Opportunity Management (CRŌM) team has been assigned to evaluate the following issues: •Many units are still not aligning with established brand messages and design guidelines, diffusing marketing efforts. •Lacking clear voice for the University. •Internal communication occurs in silos, so people do not get the full picture; especially a problem with part-time staff and faculty, impacting overall staff morale. •Under-empowered ...


Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula 2018 Johnson & Wales University - Providence

Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula

MBA Faculty Conference Papers & Journal Articles

With the vast array of resources available to instructors, one would think that instruction and teaching would yield success for all learners. Now, well into the 21st century has much changed in the classroom? Certainly, movable desks and chairs, advanced audio and visual equipment, and a plethora of all types of technologies which might be able to enhance training and education. Over the last several decades research on individualized instruction, cognitive science, educational psychology, and multimedia instruction (to name a few) have permeated the literature on instruction. With all the research and the vast array of studies on improving ...


A Quantitative Descriptive Case Study On The Alzheimer's Nonprofit Marketing Methods, Stephaine Buffaloe 2018 Liberty University

A Quantitative Descriptive Case Study On The Alzheimer's Nonprofit Marketing Methods, Stephaine Buffaloe

Doctoral Dissertations and Projects

The problem to be addressed was the deficiency of financial support, as a result of dwindling effectiveness of fundraising using traditional methods needed to meet the Alzheimer’s Association goal of finding a treatment by 2025. The purpose of this quantitative descriptive case study was to examine the current traditional marketing approaches of fundraising for the Alzheimer’s nonprofits. The significance of the study was finding that the survey participants preferred the traditional approach to the nontraditional approach. An entertainment event was the most favored approach. The implication on organizational change was that age, gender, and past donations to religious ...


Donor Stewardship And Repeat Giving, Faith Hoelscher 2018 Liberty University

Donor Stewardship And Repeat Giving, Faith Hoelscher

Doctoral Dissertations and Projects

This quantitative correlational study evaluated the strength and direction of relationships between the dependent variables: major giving since September 1, 2009 and average elapsed time between major gifts in relation to the independent variables: number of stewardship activities, stewardship activities occurring within one-month of a major gift, and duration of major giving relationship. Using a multiple regression, a relationship was found between the independent and dependent variables. These results were then affirmed by Pearson r evaluations in an effort to reinforce the importance and significance of the independent variables in spite of the multicollinearity shown for the subset of stewardship ...


An Exploration Into The Efficacy Of Christian Servant Leadership In Facilitating Organizational Change In The Automotive Aftermarket, Christopher Shadrick 2018 Liberty University

An Exploration Into The Efficacy Of Christian Servant Leadership In Facilitating Organizational Change In The Automotive Aftermarket, Christopher Shadrick

Doctoral Dissertations and Projects

Changing market dynamics is threatening the viability of stores in the automotive aftermarket. To provide business leaders strategies with strategies to implement organizational change and address shrinking revenue, this phenomenological study explored the lived experiences and perspectives of 20 front line, retail store managers in the automotive aftermarket. The information gathered during the interview process was analyzed using Moustakas’ modified van Kaam method. In addition, the researcher used NVivo 12, a qualitative analytic software, to group, reduce, validate, and organize the data into themes. Six themes emerged that demonstrate the applicability of Christian servant leadership to the automotive aftermarket. These ...


What Do We Know About Sports Sponsorships?, John B. Ford 2018 Old Dominion University

What Do We Know About Sports Sponsorships?, John B. Ford

Marketing Faculty Publications

(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.


Information Seeking Behavior Of Research Scholars At Muet Library & Online Information Center, Jamshoro: A Study, Liaquat Ali Rahoo Mr, Muhammad Ali Khan Nagar, Maryam Kalhoro, Qurat-ul-Ain Abro, Shadab Kalhoro 2018 liaquatrahoo

Information Seeking Behavior Of Research Scholars At Muet Library & Online Information Center, Jamshoro: A Study, Liaquat Ali Rahoo Mr, Muhammad Ali Khan Nagar, Maryam Kalhoro, Qurat-Ul-Ain Abro, Shadab Kalhoro

Library Philosophy and Practice (e-journal)

The aim of this paper was to study the behavior of the information seeking by the researcher scholars of the at Mehran University of Engineering & Technology, Jamshoro, Sindh Pakistan. The overall purpose of the research study was to find out the awareness and information requirements by the researcher for the research purposes which were provided by the Higher education commission digital library. The data was collected from 230 researchers with the help of questionnaire through the Google online form. Data was analyzed in SPSS software. Research findings were majority of researchers were use electronics resources, text books and reference books ...


Bling And Breakfast At Tiffany’S: Refreshing A 181-Year-Old Brand, Singapore Management University 2018 Singapore Management University

Bling And Breakfast At Tiffany’S: Refreshing A 181-Year-Old Brand, Singapore Management University

Perspectives@SMU

‘Everyday luxury’ brings the venerable American luxury brand to a younger audience. Embracing digital marketing and social media is key to cultivating a new generation of lifelong customers


Trajectory-Driven Influential Billboard Placement, Ping ZHANG, Zhifeng BAO, Yuchen LI, Guoliang LI, Yipeng ZHANG, Zhiyong PENG 2018 Singapore Management University

Trajectory-Driven Influential Billboard Placement, Ping Zhang, Zhifeng Bao, Yuchen Li, Guoliang Li, Yipeng Zhang, Zhiyong Peng

Research Collection School Of Information Systems

In this paper we propose and study the problem of trajectory-driven influential billboard placement: given a set of billboards U (each with a location and a cost), a database of trajectories T and a budget L, find a set of billboards within the budget to influence the largest number of trajectories. One core challenge is to identify and reduce the overlap of the influence from different billboards to the same trajectories, while keeping the budget constraint into consideration. We show that this problem is NP-hard and present an enumeration based algorithm with (1−1/e) approximation ratio. However, the enumeration ...


The Case For Showrooming, Cristina Nistor, Prashanth Nyer 2018 Chapman University

The Case For Showrooming, Cristina Nistor, Prashanth Nyer

Business Faculty Articles and Research

Showrooming has deeply affected the retail market in the past decade. As consumers became able to easily compare prices on their mobile devices, they started using retail stores to try on and experience products and then they ordered online the lower priced versions they liked best to be delivered directly to their homes. As retailers are trying to adapt to the showrooming challenges and the shift to online purchases, stores are increasingly adopting showrooming as a new selling format. We present examples of successful showrooming and develop a framework for when the new selling format can be expected to be ...


Role Of Home Guard In Building Security Of Poland. Change Management And Leadership In Polish Army, Mateusz Marszałek Mr 2018 Academy of Land Forces in Wrocław

Role Of Home Guard In Building Security Of Poland. Change Management And Leadership In Polish Army, Mateusz Marszałek Mr

International Journal of Security Studies

In these uncertain times, when unregularly war is very common and when we were witnesses of helplessness of major countries against Afghanistan or Chechnya, it is important to change the definition of (every) country's military potential. In my essay I show how Home Guard composes the main answer for questions about raise the security level in country. From history to current conception I discuss purposes and structure of Home Guard. Then, there is a few words about place wher theory meets practise – part of “Practical Home Guard militaries functioning” shows reality of Home Guard is making conditions to effective ...


How Has The Food Industry Manipulated The Way Consumers Perceive Food And Health?, Angelina Garavente 2018 Honors College, Pace University

How Has The Food Industry Manipulated The Way Consumers Perceive Food And Health?, Angelina Garavente

Honors College Theses

Food is the most advertised commodity in the United States and food corporations spend on average over $36 billion a year on marketing and advertising (Albritton 172). Seventy percent of total advertising goes to market convenience foods, candy, snacks, soft drinks, desserts and alcohol (Albritton 172). As a result of the wide range of marketing on an even wider range of products, consumers have been taught to feel they have a considerable amount of choice. Ironically despite the array of brand-name commodities that give off this impression, only a few giant corporations control much of what is being offered.


How A Blender Smashed The Secret Of Going Viral, Singapore Management University 2018 Singapore Management University

How A Blender Smashed The Secret Of Going Viral, Singapore Management University

Perspectives@SMU

A $50 campaign gained six million YouTube views in five days.


The “Perfect Parent” Campaign’S Failure: Applying A Job Market Model For Successful Foster Family Recruitment And Retention, Alexis N. Collins 2018 Seattle Pacific

The “Perfect Parent” Campaign’S Failure: Applying A Job Market Model For Successful Foster Family Recruitment And Retention, Alexis N. Collins

Honors Projects

Since 2014, Washington state’s Department of Child and Family Services (DSHS) has seen a dramatic drop in foster care providers. From 2005 to 2015, only 102 of 1,100 foster families licensed in 2005 were still providing care. As of 2015, the number of available homes has dropped to more than 1,000 below the normal level (at 4,600. homes.) Many issues are cited as contributing to these numbers, such as problematic administrative practice, unbearable social worker caseloads, and a sluggish system unresponsive to change. Other problems include an increase in behavioral problems amongst children coming into the ...


Digital Commons powered by bepress