Advertising and Promotion Management Commons^™

The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins

University of Tennessee Honors Thesis Projects

No abstract provided.

Content Marketing Enhances Public Relations Strategies Through Social Media To Increase Market Shares For Businesses, Kelsey Donofrio

Journalism

This paper is the about the study of content marketing and the value it brings to companies. There will be discussion on the elements and tactics of content marketing that will help a business become successful. The data, to support this study, will come from working professionals in the marketing and public relations industry, as well as additional research from books and articles. This paper will discuss why written word and infographics are the best and most commonly used tactic, and why content marketing is a great tool for companies to connect and inform their consumers, on a themselves or ...

Brand Valuation Of Intangible Assets: Hot Topics Of 2014, Scott D. Hakala

Scott D Hakala

Outline of Topics and Points made during a Webinar on Brand Valuation. The discussion includes some comments on issues with brand valuation and the do's and don'ts for such valuation analyses.

Custom Fabric Printing: Poster Presentations The Easy Way, Wilhelmina Randtke

Wilhelmina Randtke

Posters can be difficult to transport to a conference and may incur substantial shipping costs or baggage fees. Fortunately, there is a more cost-effective and convenient alternative to traditional paper posters: custom fabric printing.

Read Poster - Vaughn Williams, Director Of Athletics, Amy Thompson

Library Marketing Materials

READ Poster, featuring Vaughn Williams, Director of Athletics at Kennesaw State University.

Book: The Servant: A Simple Story About the True Essence of Leadership, by James C. Hunter. Rocklin, CA: Prima Publishing, 1998.

Read Poster - Dr. Ken Harmon, Provost And Vp For Academic Affairs, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. Ken Harmon, Provost and Vice President for Academic Affairs and Professor of Accounting.

Book: Stumbling on Happiness, by Daniel Gilbert. New York: Knopf, 2006.

Revisiting Stereotype Research And Its Marketing Implications, Amy H. Handlin

Atlantic Marketing Journal

This paper revisits a vintage body of literature that holds clues to understanding the contemporary problem of change-resistant, stereotype-driven brand or product images. In particular, this stream of research helps illuminate (1) how information is used to create, reinforce, or weaken the perceptual device known as a stereotype, and (2) what situation-specific circumstances (e.g. the nature of the processing task) may influence the impact of this information. The author reviews major findings from the past thirty years, identifying key implications and offering hypotheses for testing dimensions of stereotype activation and alteration.

Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry

Atlantic Marketing Journal

While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Court has left untouched a California Supreme Court ruling of significance to marketers in their efforts to use advertising and public relations to offset what they view as unfair criticism. The case, Kasky v. Nike, stems from 1995 accusations that athletic footwear and apparel manufacturer Nike exploited and abused employees in Asian sweatshops. Through advertising and public relations efforts, Nike denied the claims. In 1998, Californian Mark Kasky sued, claiming Nike’s denials violated laws regarding unfair competition and false advertising and, because the denials ...

Marketing Plant, Ivan F. Rodriguez

Ivan F Rodriguez

This marketing plan (MP) is tailored to support the successful launch of an innovative consulting firm, Accumbens Consulting Group (ACG). ACG will be focused on linking effectively business models (BM) with Enterprises Operating System (EOS) to create profitable and socially responsible companies. ACG will be specialized in Micro, Small and Medium Size Enterprises (MSMEs). ACG’s strategic objectives are defined to create a fast-moving consulting firm that adapt and proactively respond to the dynamics of the market ensuring a progressive advancement to the different phases of globalization. ACG will develop a unique business model, vertical integration paired with business diversification ...

A Study On Rebranding Strategies, Megan Bryant

Graphic Communication

This project is a study on rebranding strategies. Companies go through a rebrand to change their strategy and direction. Many companies succeed by going through these processes, while many others fail.

In addition to extensive research on past company rebrands, a questionnaire was conducted on a sample of 25 individuals of various ages about their experiences with brands and rebranding in order to compare their responses with actual company decisions.

Participants provided insight on their own personal behaviors, decisions, and perceptions about brands and purchasing products. The study concluded that, on average, quality was more important than price in almost ...

Behaviorism's Impact On Advertising: Then And Now, Abigail Bartholomew

Theses from the College of Journalism and Mass Communications

Behaviorism as defined in 1913 by John B. Watson was a science that used repeated, observable human activity to develop hypotheses that would eventually predict and control responses. Through repeated experiments, Watson developed a thorough knowledge of what he defined as base human reactions. Stanley Resor, then president of J. Walter Thompson Agency, hired Watson to promote a partnership between advertising and science, and the subsequent 15 years of Watson’s career included some notable scientific contributions. This study shows that though these outcomes may not have provided many measurable positive results, they set into motion industry-wide change that continued ...

Editorial Advisory Board 2013, Issue 1

Journal of Professional Communication

Membership of the Editorial Advisory Board for volume 3, issue 1, 2013 of the Journal of Professional Communication.

From Voter To Micro-Target: The Ever-Evolving Science Of Campaigning In U.S Elections, Kelly Rowe

Journal of Professional Communication

This book review of The Victory Lab: The Secret Science of Winning Campaigns by Sasha Issenberg describes how this book captures the new trend of merging traditional “gut instinct” politics and scientific research through data. The main strength of the book is the collection of interviews with sources who have been successful at using data in political campaigns. This strength is also the main criticism of this book – its reliance on face-to-face in-depth interview as the main methodology, which may subject the author to spin. The reviewer recommends The Victory Lab primarily to practitioners, but indicates that it should be ...

Bridging Classroom And Boardroom: An Interview With Professor Robert Kozinets, Jessica Langer

Journal of Professional Communication

In this wide-ranging interview with Robert Kozinets, chair of the Department of Marketing at the Schulich School of Business at York University, Jessica Langer examines the role that academics can or do play in affecting the way that marketing is practiced in the business world. The interview discusses the concept of thought leadership among corporate leaders and academics, as well as an emerging dialogue between the two. Kozinets and Langer have a thoughtful discussion of the difference between what marketing is and what marketing does. The interview ends with a discussion of whether academia has to change in order to ...

Keys Of The Consumer Kingdom, Singapore Management University

Perspectives@SMU

Putting a name to a face opened the door for marketers in the Philippines. An unexpected bonus was high employee engagement .

Read Poster - Jennifer Young, Systems Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Jennifer Young, Systems Librarian.

Book: The Accidental Systems Librarian, by Nicole C. Engard with Rachel Singer Gordon. Medford NJ: Information Today Inc., 2003.

Read Poster - Dr. David Evans, Avp Of Library Services, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. David Evans, Assistant Vice President for Library Services and Dean of the Horace W. Sturgis Library.

Book: How I Became A Pirate, written by Melinda Long and illustrated by David Shannon. San Diego: Harcourt Inc., 2003.

Center For Civic Engagement: An Integrated Marketing Communications Plan, Libelle Advertising, Matt Hartman, Amy Welniak, Heather Czaplewski, Liz Bachman, Sophie Beyer, Navannah Slezak, Jasmine Rogers

Student Advertising Projects - College of Journalism & Mass Communication

The purpose of this campaign is to increase participation in the Center for Civic Engagement programs and raise awareness for the Center for Civic Engagement within the University of Nebraska– Lincoln student body, faculty, and advisors. We also wanted to determine the most effective and efficient way to distribute the Center for Civic Engagement information to the UNL student body, staff and local employers.

For this campaign, we collected various data through both secondary and primary sources. Our secondary research consisted mainly of information found online which covered trends on civic engagement, employment issues and other areas associated with civic ...

Annual Review Of Social Partnerships Issue 8, Maria May Seitanidi

Maria May Seitanidi

This is the 8th Issue of the Annual Review of Social Partnerships (ARSP).

Iowa Moves To All Living Learning Communities, Von Stange Ed.D.

Von Stange Ed.D.

Living on campus at the University of Iowa has become an educational hallmark of the student experience. In July 2012, Iowa began the process of implementing a campus-wide Living Learning Community (LLC) initiative. This workshop will examine the changes undergone to make the transition from 14 to 32 LLCs in less than a year’s time. Join representatives from the UH&D team as we discuss the successes and challenges of this campus culture change and share best practices in staffing, programming, funding, assignments, and collaborations. Presented with Becky Wilson, Josh Atcher, and Linda Varvel from the University of Iowa.