Advertising and Promotion Management Commons^™

Analysis Of The Podcast Industry And Business Growth Of Upside.Fm, Alyson Stoll, Katelyn Stanoch, John Skakun, Samantha Heim, Maanasa Humchad

Williams Honors College, Honors Research Projects

This paper explores the podcast industry with a focus on business related podcasts about entrepreneurship and startup businesses. The paper works to analyze the podcast industry and midwestern startup cities in order to assist podcast company, Upside.fm, in expanding their business model. The two main ideas researched throughout the paper are consumer behaviors in the podcast industry and the entrepreneurial ecosystems of multiple midwestern cities in the U.S including, Minneapolis, Minnesota, Kansas City, Missouri, Pittsburgh, Pennsylvania, and Indianapolis, Indiana. For the consumer behavior aspect of the research, a survey was conducted and analyzed to discover what podcast listeners enjoy and …

Communication During A Crisis: Keeping Our Patrons Informed During The Covid-19 Pandemic, John P. Delooper, Michelle Ehrenpreis

Publications and Research

This article discusses the Leonard Lief Library’s communications strategy to keep its patrons informed during the COVID-19 crisis. The Leonard Lief Library at Lehman College (CUNY) made use of its website, social media, and research guides to effectively convey timely information about service changes, library resources, and to improve outreach activities to our patron community while the library’s physical building was closed to its students, faculty, and staff.

Plan De Internacionalización Para La Empresa Colombiana Trendy, Laura Estefanía Vega Cotamo, Mateo Nicolás González Monroy

Finanzas y Comercio Internacional

En Colombia el 80% de las pymes no logra permanecer al menos un periodo de 5 años en el mercado dado que la tasa de ‘‘mortalidad’’ o ‘‘fracaso’’ es bastante alta. La principal problemática que tienen las pymes al momento de internacionalizarse es la falta de financiamiento, difícil acceso a las ayudas y solicitud de préstamos. También sumarle como problemática el acceso a tecnologías de la información (TIC), al momento de enfrentarse a otros mercados internacionales no cumplen con el nivel competitivo que se exige. La ausencia de controles es otra razón por la cual las pymes fracasan en sus …

A Global Pandemic's Effect On The Retail Industry, Sabriyah Arain

Lewis Honors College Capstone Collection

It is commonly known that the effects of the COVID-19 pandemic have impacted many industries, including healthcare, transportation, and leisure to name a few. One particular industry that seems to have been greatly affected is retail. With many individuals deciding to stay safe at home rather than go out shopping, this poses a question regarding how retail companies are changing their selling and promotional strategies. It is apparent that online shopping has become more popular. However, what may be less apparent is how retail stores are adapting. With fewer customers entering the stores, it is important to look into what …

Branding Small Businesses In Small Communities, Lacey Jenkins

Masters Theses

Branding has grown into a vital part of communicating a brand to its audience members. Unfortunately, large portions of branding tactics are geared towards large corporations in large communities. Small and mid-sized businesses require different tactics in order to create a brand that effectively communicates its purpose and values to its consumers. Because of this, this thesis is looking at the branding tactics of a small business in Charleston, Illinois. This business, Phoenix Elite, showed weaknesses in multiple areas of its branding package. Using a literature review, the goal is to create a better understanding of what branding is, as …

Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns

Association of Marketing Theory and Practice Proceedings 2021

COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that …

The Influences Of Perceived Environmental Responsibilities On Green Purchasing Intentions, Jinhee Lee, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

The current study examined the influences of perceived environmental responsibilities of the three types of important social agents (individuals, companies, and governments) on consumers’ green purchasing intentions. Drawing on the environmental consumerism and purchase decision making literature, consumers’ perceptions of the aforementioned social agents’ roles in environment protection were hypothesized to influence their purchase intentions for green products. In addition, the current study attempted to investigate the different prediction patterns of such factors for two different purchase intention measures (e.g., general purchase intention and “willingness to pay more” for green products) to capture the nuance between the different measurement scales, …

Communication Strategies In Direct-To-Consumer Prescription Drug Advertisements, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

Little research has incorporated a theoretical framework for the analysis of message and creative strategies used in DTCA to date. The purpose of the current study is to extend the previous literature by providing a more complete list of DTCA message and/or creativity strategies based on Taylor’s message strategy wheel. The results show that DTCA has been used to promote drugs for such life-threatening conditions as asthma, acid reflux, Alzheimer’s disease, depression, and arthritis. The most common inducement was the offer of consumer support information. In general, magazine DTC ads from 2006 to 2010 were likely to take both informational …

Unl Digital Commons: Enhanced Online Distribution For Your Knowledge Capital, Paul Royster, Sue A. Gardner

University of Nebraska-Lincoln Libraries: Conference Presentations and Speeches

A service of the UNL Libraries

America’s 3rd largest IR: America’s #1 most-visited IR

Busiest subdomain of unl.edu

We host & distribute: • Journal articles • Book chapters • Technical reports • Patents • Posters • Theses & dissertations • Extension materials • Educational resources • Brochures and news articles • Newsletters

Traffic comes via: Google 90% • Google Scholar 6% • Internal 2% • Baidu, Bing, etc., 2%

We can offer •Worldwide distribution • Metrics and analytics • Storage and preservation

Download maps of Europe, Asia, Africa, South America (past 90 days)

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What about copyright? …

Internet Transparency Of Local Men’S Health Clinics In Nebraska, Jinfeng Jiang, Jordan Stegman, Christopher M. Deibert

Graduate Medical Education Research Journal

An overview of Men’s Health Clinics offering Testosterone Therapy in a Midwest State.

Introduction/ Background – Since 2001, there has been a 300% increase in the use of Testosterone therapy. However, there remains limited published data on the demographics of facilities and providers that advertise this service. This study aims to look at such demographics of advertised Men’s health clinics in Nebraska.

Methods/ Materials – An internet search was conducted with the phrases “Nebraska Male health clinics, Nebraska Low T/testosterone, Nebraska Hormone Replacement Therapy”. All clinics that were found offering Testosterone therapy with Men’s health in their mission statement were …

South African Millennials’ Attitudes Towards The Communications Effect Of Youtube Marketing, Rodney G. Duffett Associate Professor

The African Journal of Information Systems

YouTube (YT) is the largest global digital video information and communication technology (ICT) channel and has become an important channel for companies and their brands to reach younger target markets with their marketing communications (MC). The main objectives of this research are to determine the effect of YouTube marketing communications (YTMC) on traditional and non-traditional attitudinal relationships, and to establish whether demographic variables and usage factors have an effect on traditional attitudinal relationships among the South African millennial cohort. A multi-stage sampling method was employed and 1,900 millennial cohort members (aged 18-32 years old) participated in the survey. Structural equation …

An Economic Analysis Of Using Retired Vessels To Create Artificial Reefs In Costa Rica, Josué González

Electronic Theses and Dissertations

ABSTRACT

The Republic of Costa Rica is a Central American country with only 0.03% of the world’s landmass, but 5% of the world’s biodiversity, making it a leading ecotourism destination. Ecotourism is one of the main sources of revenue for the country, but the degradation of coastal reefs has resulted in a significant loss of financial income for developing areas. As a result, many of these areas are searching for methods to revert the degradation of coral reefs.

Artificial reefs play an important ecological role in marine ecosystems due to their complexity and size. They help in the development of …

More Than Just A Tie: The Role Of Content And Context In Firm Alliance Networks, Holly Loncarich

Graduate Theses and Dissertations

Researchers often rely on social network theory to understand both the structural antecedents and outcomes of strategic alliances. However, many alliance studies only emphasize the existence of a tie and rarely theorize further about their efficacy. This failure to consider the role and variation of content in alliance ties (e.g. resource commitment, trust, information exchange) may hinder the application of various network theories at the interorganizational level. Further, interorganizational network studies have largely neglected the role of the external environment, or context, in interfirm collaboration and often fail to consider how the external environment shapes firm network actions and outcomes. …

Factors Affecting Pricing Objectives In Service Firms, Sara Karam Nassreddine

BAU Journal - Creative Sustainable Development

This paper reviewed pricing services objectives literature from the past sixteen years [2004-2019]. Using the well-known and international library, Emerald, the author has examined a sum of articles that were relevant. Papers have been extracted from four different top ranked journals. This systematic literature review has identified four themes reflecting factors affecting pricing objectives, namely; firm and buyer role, value of information, service life cycles and perceived fairness price. Findings revealed perceived fairness price to be associated with service pricing objectives. Unfortunately, social studies in this area did not give much attention to theories, thus there is an urgent …

Gamification In Retail Brand Loyalty Mobile Applications, Amber Lambie

Senior Honors Theses

Games are a fun way for humans to spend hours effortlessly motivated to complete tasks and achieve goals. Gamification, the process of applying game features to non-game contexts, produces the enjoyable motivation of games outside of games. According to social exchange theory, gamification motivates by adding value to a user’s experience, which inspires action. Companies can use gamification to build relationships with clients and increase sales. Onboarding, fast feedback, points, levels, badges, and community are particularly effective game features for a brand loyalty program within a mobile application (app). Gamification, informed by social exchange theory, can effectively build brand loyalty …

Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr

Honors Projects in Marketing

The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …

Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola

Experience Industry Management

Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …

Selling Your Library To The College Community: A Look Into Promoting An Underused Library To Ensure Student Support, Tyler J. Johnson

Kansas Library Association College and University Libraries Section Proceedings

Academic libraries have a major impact on their community. Yet, academic libraries often face challenges regarding funding, overall usage, and relevancy to the institution in the eyes of stakeholders. This requires academic librarians to work even harder to promote their library to the community. The term sales may have a negative connotation among many people, but academic librarians have been suggesting that librarians adopt certain sales techniques to support their communities. This article delves into the need for librarians to use certain sales techniques to promote the library to their community with a focus on ensuring student support. Specifically, this …

The Effect Of Service Quality And Satisfaction On Loyalty Of College Library Users In Indonesia, Dyah Puspitasari Srirahayu, Sri Hartini, Tanti Handriana

Library Philosophy and Practice (e-journal)

The library is an organization that continues to grow and develop along with the behavior of its users. Users who will continue to use the library despite the emergence of many other sources of information, such as the internet, are needed for library sustainability. This study aims to determine the relationship between service quality and satisfaction on user loyalty in-state college libraries in Surabaya, Indonesia. The research method used is quantitative by distributing questionnaires through Google form to 500 respondents of state academic library users with the criteria of having used services in the library. The analysis technique is Confirmatory …

(دور الإعلان الإلكتروني في تحقيق التميُّز المؤسّسي (دراسة حالة كلية فلسطين التقنية- The Role Of Online Advertising In Achieving Organizational Excellence (State Of Palestine Technical College Study, Abdalqader Msllam

Al Jinan الجنان

The study aimed to identify the impact of online advertising on organizational excellence Palestine Technical College in Dear Al-Balah. Been relying on the study on descriptive analytical method, and study population consists of staff Palestine Technical College in Dear Al-Balah, where the researchers used survey method destruction, were distributed 70 questionnaires to study population has been getting 61 questionnaire, by recovery of 87.14 %, was prepared questionnaire preside judged on a number of specialists in order to obtain the results of the study. The study concluded that there is a statistically significant relationship at the level of significance α = …