Advertising and Promotion Management Commons^™

Authentically Disney, Distinctly Chinese: A Case Study Of Glocalization Through Shanghai Disneyland’S Brand Narrative, Chelsea Michelle Galvez

Electronic Theses, Projects, and Dissertations

In 2016, the Walt Disney Company launched Shanghai Disneyland--the company’s first theme park in mainland China. Entering mainland China poses significant political and cultural challenges for American companies. To address these challenges, Disney pursued a “glocalization” strategy -- it accounted for local norms and values in launching Shanghai Disneyland. This paper examines how Shanghai Disneyland constructed its brand narrative to negotiate tensions in this glocalization process. A semiotic analysis of two Shanghai Disneyland commercials illustrates the ways in which Disney tapped into culturally meaningful themes of harmonic balance and collective identity to produce the park’s brand narrative--“China’s ...

Radical Social Ecology As Deep Pragmatism: A Call To The Abolition Of Systemic Dissonance And The Minimization Of Entropic Chaos, Arielle Brender

Student Theses 2015-Present

This paper aims to shed light on the dissonance caused by the superimposition of Dominant Human Systems on Natural Systems. I highlight the synthetic nature of Dominant Human Systems as egoic and linguistic phenomenon manufactured by a mere portion of the human population, which renders them inherently oppressive unto peoples and landscapes whose wisdom were barred from the design process. In pursuing a radical pragmatic approach to mending the simultaneous oppression and destruction of the human being and the earth, I highlight the necessity of minimizing entropic chaos caused by excess energy expenditure, an essential feature of systems that aim ...

Elements Of Creativity: A Study Of The Dimensions That Make For An Effective Advertisement, Amanda Johnson

Senior Honors Theses

The advertising world is made up of many facets, such as creativity, networking, and thought leadership. At the center of these processes lies advertising creativity, a term used to describe an ad or element of an ad that is particularly novel and noteworthy. The contents of this thesis address the challenges academics and professionals have with establishing criteria to measure creativity, while considering the value of evaluating creative ability through a variety of processes. To do this, three case studies of award-winning advertisements were conducted in order to develop a profile of an effective ad. Results indicate that successfully creative ...

China's Anti-Corruption Crackdown And The Foreign Corrupt Practices Act, Daniel C.K. Chow

Texas A&M Law Review

China’s highly publicized crackdown on corruption may affect the type and number of cases in China that arise under the Foreign Corrupt Practices Act (“FCPA”), but it should not be assumed that the crackdown will necessarily lead to fewer FCPA prosecutions. Although there is some overlap of the goals of China’s corruption crackdown and the goals of the FCPA, China’s crackdown also serves important goals of the ruling Communist Party. The main goal of the current crackdown is to reinforce the Party’s power by targeting enemies and rivals of the current leadership. The crackdown is not ...

Managing Media For The Genius Of Warren Buffett, Sydney Edens

Theses/Capstones/Creative Projects

The main purpose of this project was to provide public relations and marketing services to the Genius of Warren Buffett course and related events. I served as the Account Executive for the Genius of Warren Buffett account in the Spring semester of 2018 for MaverickPR, UNO’s student-run public relations firm. Main tactics included media relations and social media research and strategy. Thesis materials include the PR and marketing plan, news releases, social media content calendars, graphic design materials, documentation of client communication, copy writing and editing, news coverage of stories pitched to the media and administrative documents. I assess ...

The Greatest Basketball Player Of All Time: Lebron Vs. Jordan, Austin Jacobson

Senior Honors Theses

LeBron James is one of the greatest athletes of this generation. I am seeking to determine what he needs to do to surpass Michael Jordan as the greatest of all time. Considering individual statistics, team success, and personal achievements as well as factors such as political and racial activism and involvement, media coverage (including social media), and generational difference, I am hoping to show what is left to accomplish for LeBron to reach and surpass Jordan.

The Influence Of Environmental Brand Activism On Millennial Environmental Consumer Behavior, Samantha Elkan

Advertising, Public Relations & Media Design Undergraduate Honors Theses

In this paper, the researchers examine the influence of environmental brand activism as green advertising on U.S. millennials’ green purchasing and recycling behavior intentions. The influences of gender, environmental knowledge, advertisement attitude and brand attitude are also analyzed. Researchers conducted an experiment through an online survey and randomly exposed each respondent to one of four advertisements, testing and controlling for environmental brand activism message vs. generic message and known brand vs. unknown brand. The sample consisted of 174 millennial students from the University of Colorado Boulder. Results suggest that millennials exposed to environmental brand activism as advertising possess higher ...

Glossary Of Business Evidence, Paul C. Boyd

MBA Faculty Conference Papers & Journal Articles

No abstract provided.

17 Days: Cross-Country With Social Media, Zachary Alvarado

Senior Theses

"Austin Prescott and Zach Alvarado travel from South Carolina to California using social media to find and communicate with hosts throughout the country..."

https://www.youtube.com/watch?v=V8k6EQnW5D4

Costs of investment were weighed against capital contributions throughout our campaign. While the film serves to inspire, entertain, and inform, the paper dives deeper into the brand-building, cost-savings, and logistics of the trip. In the end, we more than doubled our initial investment and had an awesome time while doing it.

Indah: The Unorthodox Rise Of A Columbian Staple, Will Helms

Senior Theses

Over the course of several weeks, I conducted a series of observations at Indah Coffee Co. in order to better understand its marketing and interaction with the neighborhood. After observing the coffee shop several times, I consulted outside sources, a process that is considered to be in the psychological realm of “grounded theory”, constantly comparing them to my own observations. After an interview with Indah’s owner, I began compiling my findings. The following paper is an outline of my findings, including the importance of the product in the coffee industry versus other industries, the power of successful grassroots marketing ...

The Business Of Being Good: Crm Strategies And For-Profit Organizations, Danielle Crepeau

Honors Projects in Marketing

Many studies have measured the impact of cause related marketing (CRM) strategies on non-profit organizations, however few have been able to measure the impact that these strategies can have on the for-profit organizations employing them. This study hypothesizes that a co-branded CRM strategy will have greater benefits for a for-profit organization than will a jointly-branded strategy or no strategy at all. This hypothesis was tested using two studies, both with a 2x3 factorial design for firms with both a positive and negative brand reputation. It was found that, for an organization with a negative image, consumers viewed the organization more ...

Impact Report 2018: Equity And Excellence, Illinois Mathematics And Science Academy

Impact Reports

For over 30 years, the Illinois Mathematics and Science Academy (IMSA) has pioneered the future of science, technology, engineering and mathematics (STEM) education through its two legislative charges: 1) to provide a uniquely challenging education for students talented in the areas of mathematics and science; and 2) to stimulate further excellence for all Illinois schools in mathematics and science. IMSA champions these goals through:

• Residential education: Helping talented 10th-12th graders representing over 93% of Illinois counties to date reach their fullest potential.
• Student and educator outreach: Leading the charge to continually innovate K-12 STEM education, creating a strong and diverse ...

Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, Abby Lee Cavanaugh

Journalism

The following study investigates the strategies and tactics that are most important when developing and implementing a public relations campaign geared towards university students. It analyzes the best practices of researching, creating and evaluating awareness programs. This study serves as the basis for the “Bringing Awareness of Associated Students, Inc. Club Funding Opportunities to Cal Poly Clubs: Increasing Participation Through Public Relations” campaign. In this campaign, Associated Students, Inc (ASI) Club Services is seeking to increase awareness and participation in its club funding program. The campaign includes a situation analysis, SWOT analysis, goals, objectives, target audience, media, strategies, tactics, evaluation ...

Make Up For Lost Time And Money: Using The Lanham Act To Regulate The Cosmetic Industry, Maria Monastra

William & Mary Business Law Review

In recent years, the cosmetic industry has experienced an increase in litigation brought on by consumers in their efforts to protect themselves from cosmetics that are either unsafe or falsely advertised. The Supreme Court of the United States’ discussion in POM Wonderful v. Coca-Cola Co. of the Lanham Act, the United States’ principal false advertising statute, clarified the breadth and depth of allowable lawsuits brought under the statute in matters which also concern the Food, Drug, & Cosmetic Act (FDCA). The case centered on a detailed discussion of the issue of federal preemption. Although the decision directly involved only the food ...

Queer Repurposed Artifacts: The State Of New York City’S Contemporary West Village Bars, Stephanie Debiase

All Dissertations, Theses, and Capstone Projects

In recent years, there has been a shift in queer bar culture in New York City’s West Village, and this thesis aims to explore what these changes are and why they are happening now. How do West Village bars survive when queer populations are forced out? While there are various ways to consider how and what survives in the Village, three variables will be addressed: queer history, or the history queer-identified groups using activism, safety measures, or collaborating with outside sources to secure their rights and overall wellbeing; (post)gentrification, beginning with the 90s when mainstream LGBT groups teamed ...

Bandar Domino Online Dengan Pelayanan 24 Jam.Docx, Junitas Lim

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Blogging As Marketing: From Writing To Revenue, Matthew Headland

Honors Research Projects

This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging ...

Ua Feature Twirler For A Day, Amy Mellinger

Honors Research Projects

This analysis includes a description of the first UA Twirler for a Day Event, the preliminary research done on the best practices for planning events such as this, and the process that took place to plan the event. It then goes into an analysis of the planning process, communication, registration, and execution of the event, as well as suggestions for planning similar events.

Customer Relationship Management In The E-Retailing Environment, Nikki R. Hicks

Walden Dissertations and Doctoral Studies

Small business enterprise (SBE) managers often lack resources, expertise, and impact when selling in an online environment. SBEs can overcome increased competition by adopting customer relationship management (CRM) into their business model for survival and longevity. Using the conceptual framework technology, organization, environment (TOE), this multiple case study explored effective marketing strategies that small store retail managers use to successfully sell apparel and accessories in online markets. The study population included leaders from independent small online retail enterprises with brick-and-mortar stores located in the Central, Tri-Cities, or Southside areas in Virginia. The data collection process included semistructured, on-site interviews of ...

Budweiser In The 2017 Super Bowl: Dialectic Values Advocacy And The Rhetorical Stakeholder, Benjamin P. Windholz

Theses and Dissertations--Communication

Organizational-public relations discourse is changing given the advent of social media, and corporate statements are evaluated under different criteria in the digital age. Grounding Budweiser’s response to controversy over their 2017 Super Bowl advertisement in terms of consumer expectations for corporate social responsibility provides a new perspective for approaching Bostdorff and Vibbert’s (1994) conceptualization of values advocacy. This study recognizes the power of the rhetorical stakeholder, a discursively created public, and demands re-evaluation of the values common to society from a co-creational OPR perspective. Conceptualizing dialectic values advocacy outlines the changing values among contemporary, common stakeholders as well ...