A Further Empirical Investigation Into The Semantic Meaning Of Advertising Price References, Jeffrey Gutenberg, James M. Quinn
Atlantic Marketing Journal
Abstract – This study extends a well-known investigation of the meaning to consumers of commonly used comparative advertising pricing claims (e.g. “compare at”) by employing a broader demographic representation of respondents than the student sample which was used in the original research. Large and statistically significant differences were found between the two groups of respondents yet the main implications for practitioners remain the same.
An Investigation Of Factors Influencing Consumer Responses To Health-Related Food Product Claims, Jean Darian, Louis A. Tucci, John Stanton, Stephen Baglione
Atlantic Marketing Journal
Abstract – The purpose of this study was to investigate the ability of general versus specific health claims in increasing consumers’ likelihood to consume more fresh mushrooms. The sample was obtained from an Internet panel; and the sample was restricted to consumers of fresh mushrooms. The results indicate that specific health benefits claims are superior to general health benefit claims in influencing consumer purchase intentions
Marketing The Mountain State: A Large N Study Of User Engagement On Twitter, 2017 Illinois State University
Marketing The Mountain State: A Large N Study Of User Engagement On Twitter, Kirk Richardson
Capstone Projects – Politics and Government
Much of the evolving research on the use of social media in destination marketing emphasizes how information diffusion influences the reputational image of place. The present study uses Twitter data to focus on the relative differences in user engagement across discrete account types. Specifically, this is done to examine how the official destination marketing organization of Montana—the Montana Office of Tourism (MTOT)—performs relative to other account types. Several regression analyses conducted on Twitter data associated with an ongoing MTOT place branding campaign reveal that tweets sent from ‘official’ accounts are more likely to be retweeted, and are estimated ...
Effective Methods Of Marketing An On-Campus Resource To College Students, 2017 California Polytechnic State University, San Luis Obispo
Effective Methods Of Marketing An On-Campus Resource To College Students, Samantha Gary
The problem this research it attempting to solve is how to market an on-campus resource to college students. Through conducting surveys, gathering research, reviewing case studies, and analyzing data, the author has found that the answer is to not to segment college students by major. It is more effective to figure out what a typical students’ needs are and address them by providing a solution to their problems. By strategically placing printed posters around campus that capitalized on student’s needs for study breaks and outlets to tap in to their ideas, the author found that more students respond to ...
Marketing And Advertising For Small Business In Local Economies, 2017 California Polytechnic State University, San Luis Obispo
Marketing And Advertising For Small Business In Local Economies, Nathan Ross
This paper analyzed traditional and current marketing and advertising strategies employed by small and local businesses. The research focused on understanding issues and struggles for small businesses in terms of marketing and advertising in order to develop and test a new strategy that was focused on a community event. The event was designed to assimilate successful aspects of current marketing plans into one that has low monetary risk, and little to no extra time investment for the business. A community was created by an art collective called Nomadic Artifacts which was the basis for a case study.
The “Arts & Music ...
Competing With Free: An Analysis Of The Effects Of Tennessee Promise On Freshman Enrollment In Four-Year Colleges And Universities, Vicki Clark
Doctoral Dissertations and Projects
In 2014, Tennessee’s governor, Bill Haslam, introduced Tennessee Promise - legislation that enabled Tennessee high school and home school graduates to attend two years of tuition-free higher education at qualifying institutions. In the fall of 2015, Tennessee’s four-year colleges and universities experienced a significant decline in freshman enrollment. This quantitative descriptive study uses the theories of human capital, social capital, and marketing service theory to examine the impact of free tuition on the college choice. Four hundred twelve Tennessee Promise students answered survey questions, demonstrating the impact of Tennessee Promise funds on their decision to attend college and on ...
Impact Of Photo Angle On Food Perceptions And Evaluation, 2017 University of San Diego
Impact Of Photo Angle On Food Perceptions And Evaluation, Austin B. Jacobs
Undergraduate Honors Theses
Food photography is an increasingly popular phenomenon, especially on social media. There are over 215 million photos on Instagram with the hashtag “food.” There is a growing trend to showcase the food on social media, as both health and “food art” has become part of popular culture. The purpose of this project is to explore how the photo angle utilized in the image influences a number of consumer outcomes, including evaluations of the food itself, the company, and desire to interact with the image. Specifically, pictures of food commonly employ either a three-quarter downward looking angle (as if you were ...
The Pr Of Csr For The Casino Industry: A Review Of Challenging Corporate Social Responsibility: Lessons For Public Relations From The Casino Industry, Andrew B. Gustafson
UNLV Gaming Research & Review Journal
This is a review of Jessalynn Strauss' recent book, Challenging Corporate Social Responsibility: Lessons for Public Relations from the Casino Industry. Through an analysis of Casino’s CSR practices, Strauss raises some serious concerns about this alignment between CSR and PR, and provides reasons to doubt whether SCR done for strategic bottom line interests rather than purely ethical reasons will consistently accomplish what the casinos set out to achieve.
One Hundred Dollars Now Or A Half Million Dollars Later?, 2017 Augustana College, Rock Island Illinois
One Hundred Dollars Now Or A Half Million Dollars Later?, Phuong Nguyen, Dr. Sheila Goins
Celebration of Learning
Most people do not think about retirement savings early enough and miss years of compound interest earnings. According to Investopedia, the average 55-64 year old American has approximately $104,000 in retirement savings, which translates into $310 income per month. The prospect of millions of seniors living well below the poverty level is not ideal. The purpose of our study is to determine if different methods of envisioning the future can prompt millennials to increase their savings early in life. Land-use management experts use a “backcasting” approach to generate future scenarios that enable planners to easily identify strategies to achieve ...
Senior Business Seminar Proposal, 2017 University of Rhode Island
Senior Business Seminar Proposal, Alex C. Mcgrainer
Senior Honors Projects
How could a single idea increase the value of a university’s college of business? My project aims to do this through the successful implementation of a single class. It addresses some of the most important factors that current and prospective students should consider while they undergo their college searches, such as the post-graduation employment rate and starting salary across majors of interest.
My inspiration for the topic came from students struggling to find a job. I realized that every year around March, they would begin to suffer due to the self-inflicted pressure of being unemployed after commencement. I immediately ...
The Interaction Of Involvement, Message Framing, And Brand-Cause Fit In A Cause-Related Marketing Context, 2017 University of Rhode Island
The Interaction Of Involvement, Message Framing, And Brand-Cause Fit In A Cause-Related Marketing Context, Jessica L. Kosak
Senior Honors Projects
Over the past few years, cause-related marketing has become a prevalent aspect of brand building in many businesses. Cause-related marketing (CRM) can be defined as “a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit” (Pringle & Thompson, 1999, pg.1). The key word in this definition is “strategic” because a brand must think strategically about which cause they want to associate with their brand in order to differentiate their brand and be relevant to consumers. In today’s world, consumers want to have a connection and feel confident ...
Lcw Marketing Newsletter Volume 7 Issue 1, 2017 Touro College and University System
Lcw Marketing Newsletter Volume 7 Issue 1, Touro College Lander College For Women, Lander College For Women
Yearbooks and Newsletters
No abstract provided.
Now Presenting: Uri Theatre, 2017 University of Rhode Island
Now Presenting: Uri Theatre, Allyson Schiller
Senior Honors Projects
Honors Project Abstract
In my years as a theatre student and practitioner, I have learned that the most creative people aren’t necessarily found center stage. For every actor taking a bow, there are numerous support staff who created the production that will bring actors acclaim. Without an audience, the work of these artists will remain unseen and unappreciated. Therefore, those who promote the performances are certainly an integral part of the theatrical process. Often referred to as “show business”, the ticket sales and revenue are essential to the health and well being of any theatrical organization. URI Theatre, like ...
Changefest: Creating Significant Positive Change In Just One Day, 2017 University of Rhode Island
Changefest: Creating Significant Positive Change In Just One Day, Elana Rivkin
Senior Honors Projects
Upon getting involved with, and eventually becoming the President of, the student organization, Thrive, I felt a spark of innovation within me. Thrive is an entrepreneurial organization centered around helping students create socially impactful projects. While each member initially worked on their own individual projects, we capitalized on the connections and resources we had mutually to create something bigger than ourselves as a group. That is where the idea for ChangeFest came about. ChangeFest is a day-long event where students have the power to make substantial change on their campuses. Many college students lack the intrinsic motivation to push themselves ...
#Keepvolunteeringcool - A Marketing Analysis Of The Uri Service Corps, 2017 University of Rhode Island
#Keepvolunteeringcool - A Marketing Analysis Of The Uri Service Corps, Caroline L. Hacunda
Senior Honors Projects
Since 2009, the University of Rhode Island has offered Alternative Spring Break trips to students who are passionate about service and want to become more involved within the community doing meaningful and engaging volunteer work. These trips are completely student planned and fundraised with the guidance of a group of student leaders for each trip. Over the years, this program has exponentially grown, leading to our biggest year yet with two trips staying in Rhode Island and three out of state trips offered in 2017. In the past, the spring break trips were hosted by URI S.A.V.E ...
Bilingual (Spanish-English) Marketing As A Catalyst For Cultural Awareness: The Effect On Parents In The Toy Market, 2017 University of Connecticut
Bilingual (Spanish-English) Marketing As A Catalyst For Cultural Awareness: The Effect On Parents In The Toy Market, Margo K. Bailey
Honors Scholar Theses
Due to globalization, multinational companies are increasingly cognizant of the language used in marketing materials. The growing Hispanic population in the U.S. and the increasing desire to learn and consume English in Spain makes marketers think twice about how they use language. This research is multi-method, using in-depth interviews and an experiment to learn more about how languages are used in advertisements to target monolingual and bilingual consumers within a country, and how consumers respond to monolingual and bilinguals advertisements.
I started by interviewing two marketing managers with experience in bilingual advertising in various media to better understand their ...
Branding And Visual Promotion, 2017 University of Wyoming
Branding And Visual Promotion, Lauren Looney
Honors Theses AY 16/17
Branding and visual promotion are two key components for a business that can strengthen its stance in the marketplace. This paper looks specifically into how branding and visual promotion, and how that relates to the visual merchandiser, in Laramie, Wyoming. It will also explore how small businesses become successful based on Laramie business owners’ perspective and the unique view they offer to visual merchandising in a small college town.
This research started with businesses in downtown Laramie and, after choosing a few businesses, the researcher designed three display windows downtown. After designing and implementing these windows, the owners or managers ...
The Free-Play Tax Deduction Debate: How Academic Research Can Help, Anthony F. Lucas, Katherine Spilde
UNLV Gaming Research & Review Journal
Free-play is the primary play incentive for slot players in many jurisdictions, with some campaigns eclipsing $50 million in annual redemptions. The efficacy of these incentives remains questionable at best, creating some contentious tax policy issues. Operators want to deduct the face value of these offers from taxable gaming win, based in part on the assumption that they expand the tax base; however, many regulators and taxing authorities question this claim. Any failure to fully recover redeemed free-play creates a deduction that is partially funded by tax payers. Arguments on both sides of this complex tax policy issue are thoroughly ...
The Importance Of Branding In Small Businesses, 2017 Liberty University
The Importance Of Branding In Small Businesses, Amber J. Rabie
Senior Honors Theses
The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh goods ...
Shopping With Strangers: Grocery Shopping Behaviors Of Generation Z, 2017 Western Michigan University
Shopping With Strangers: Grocery Shopping Behaviors Of Generation Z, Madelyn Olsen
Marketers frequently segment different populations by generation to target their products more efficiently. Each generation has its own characteristics and behaviors. Marketers use these characteristics and behaviors to improve ways to get consumers’ attention, increase interactions with brands, and increase purchase of products and services.
In a rapidly changing world, these generations are becoming increasingly visible and identifiable due to the integration of technology and social media into daily life. The generation that this study focuses on is called Generation Z. Generation Z has not been fully identified yet because their group is still emerging. Researchers have found it difficult ...