Advertising and Promotion Management Commons^™

Metaphors And Emotions In Advertising: A Rhetorical Analysis Of Audi’S Online Video Commercials, Richard Opoku Amoako

Electronic Theses and Dissertations

Advertising often employs metaphor because of its rhetorical utility. By drawing on analogous imagery and language, metaphor has the potential to elicit emotional responses. As the digital age is increasingly saturated with commercial messaging, advertising experts leverage the persuasive power of metaphor and emotion to produce creative, compelling, and memorable commercials. German automobile company Audi employs metaphorical language and imagery in their video advertisements to arouse consumer emotions. In this study, I conduct rhetorical analyses of Audi’s online video commercials in order to: identify instances in their ads that employ metaphorical language and imagery; investigate how those metaphors function rhetorically; …

Dark Clouds: The Ethics Behind A Growing Vape Culture, Matthew Crenshaw

Accounting Undergraduate Honors Theses

This project addresses the areas of vaping consequences and the overall perception of vaping as a whole from the public. It also successfully answers one primary question: Have vaping companies really done anything “unethical” in terms of marketing and selling their products, or are they just the easiest entity to blame?

Vaping has been referred to as an “epidemic” in recent years. It has gained an immense amount of popularity among America’s youth however little is known about its long-term health risks. Vaping, along with its advertising techniques and unique target audience, has been compared to cigarettes and with that …

Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens

Honors College

This thesis investigates two companies whose products offerings are alike, yet their branding via the Facebook platform is different. Throughout this thesis, there will be research gathered from organic Facebook posts between the two companies’ brand pages on the Facebook Platform. The research consists of total reactions as well as comments on a per post basis for various posts throughout September of 2018 and 2019. The raw data that this thesis will be using will be positive emotionality scores from LIWC1 (after comments are entered and run through the software) as well as the total number of reactions (likes, loves, …

Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman

Chancellor’s Honors Program Projects

No abstract provided.

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

Global Public Relations And Multinational Corporations: The Influence Of Culture On Public’S Reactions To H&M, Dove, And Nivea’S Media Campaigns In The United States And Nigeria, Olayinka Makanjuola

Electronic Theses and Dissertations

This study examined the significant impact of culture on global public relations practices using a case study analysis of Dove, H&M, and Nivea’s media campaigns between 2017 and 2019. The analysis was carried out through a structural comparison between the public’s reaction from the United States and Nigeria. Cultural variations between the two countries were examined, and how the variations impact GPR practices were explored. Social judgment theory, apologia, and image restoration theory were used as the theoretical frameworks alongside Hofstede’s cultural dimensions. This study demonstrates that understanding cultural dimensions as it applies to diverse countries operating in the global …

Web Analytics: Best Practices For An Organization’S Successful Performance; A Preliminary Analysis, Salma Dahbi

Electronic Theses and Dissertations

This research presents an exploratory study concerning organizations’ best practices of Web analytics for a successful performance and the factors influencing the companies’ successful adoption of Web analytics.

A qualitative research methodology was used engaging a comprehension of Web analytics adoption using the Diffusion of Innovation theory (Rogers, 1995) and the theory building approach (Eisenhardt, 1989). Interviews with five companies from different industries were conducted.

Findings suggest that for a successful performance, companies should consider:

• Data for better decision making.

• Web analytics barriers

• Selecting the right KPIs and metrics based on the company’s goals.

• Web analytics …

What Consumers Don’T Know They’Re Giving Away (Data And Privacy Concerns), Bayleigh Reeves

Marketing Undergraduate Honors Theses

The modern world leverages technology and information captured by it in ways the inventors of these technologies likely never imagined. Phones and other devices are gathering information about consumers in the background when they do not even realize it. Pew Research Center found that about 77% of Americans own a smartphone and 88% use the internet. This mass access to technology and information tracking raises many privacy concerns. Basic demographic information is being tracked as well as more in-depth information like shopping tendencies, financial information, and information about known associates. While most of this data is being used for marketing …

Arbor Day Foundation, Shoilee Rahman, Caleb Krohn, Kevin Woolworth, Kathryn Shehan, Nicholas Senior, Jairo Gamboa

Honors Theses

As consultants, our team’s goals are to provide the Arbor Day Foundation with ideas for future business lines and strengthen the company’s outlook moving forward. Our proposal strongly integrates the organization’s mission to inspire people to plant, nurture, and celebrate trees. Entering the birch sap water market will accomplish this task and create a plethora of opportunities for the Arbor Day Foundation. Our recommendation to ADF is to enter the birch sap market by creating licensing deals with birch sap water producers and distributors. ADF can assist these companies by offering its strong brand value, marketing expertise, and competitive advantages.

Collegiate Dance Club Marketing Plan, Aubrie Malhoit

Honors Theses

The objective of this thesis is to develop a marketing plan to support the creation and implementation of a new dance club at Western Michigan University (WMU). A situational analysis was conducted that established that there are currently no dance-related opportunities on campus that offers a low time commitment and multiple styles of dance for all skill levels of dancers. Based on primary research, this marketing plan outlines a strategy for the inauguration of a dance club that encompasses what current dance-related activities at WMU are lacking and incorporates the features students are looking for in a new dance club. …

Distribution Channel Choice And Divisional Conflict In Remanufacturing Operations, Tianqin Shi, Dilip Chhajed, Zhixi Wan, Yunchuan Liu

Faculty Publications

We consider a firm consisting of two divisions, one responsible for designing and manufacturing new products and the other responsible for remanufacturing operations. The firm will sell these new and remanufactured products either directly to the consumer (direct selling) or through an independent retailer (indirect selling). Our study demonstrates that a firm’s organizational structure can affect its marketing decisions. Specifically, a decentralized firm with separate manufacturing and remanufacturing divisions can benefit from indirect selling with higher firm profit, supply chain profit, and total consumer demand than direct selling. Moreover, this structure also induces a remanufacturable product design. In contrast, a …

When And How Frontline Service Employee Authenticity Influences Purchase Intentions, Lynn Matthews, Meike Eilert, Les Carlson, James W. Gentry

Department of Marketing: Faculty Publications

In this manuscript, we investigate the central role of perceived frontline service employee (FSE) authenticity and the process by which it impacts purchase intentions, taking into account the represented brand's authenticity. While brand authenticity has previously been shown to enhance consumer outcomes, we find that FSE authenticity is a separate significant predictor of purchase intentions. Further, we find that FSE authenticity enhances purchase intentions by increasing perceived trust and perceived quality. However, this finding only holds for brands that do not emphasize their authenticity, indicating that brand managers should differentially emphasize FSE authenticity based on their brand's positioning. Furthermore, we …

2020 Ijbe Front Matter

International Journal for Business Education

1. Editorial Board
2. Letter from International President
3. SIEC-ISBE International

“Damn, You Reek Of Pr”: Anti-Establishment Rhetoric And Resistance To Advertising Within Science Fiction Film Discussions In The Reddit Movie Community, Bailey R. Tinsley

Honors Theses

No abstract provided.

Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan

Student Publications

This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …

Click Here Now: The Impact Of Color And Size On Advertisements, Isabelle R. Fiore, Celia L. Hussar, Alexandra E. Lippincott, Kerry E. Ullman

Student Publications

Businesses and companies are always trying to find the most effective way to advertise their products to create higher click-through rates, increasing the intent to purchase, and consequently raising sales and revenue. This research examines the effect that several different design elements of an online advertisement have on the attitudes or behaviors of consumers. An online survey was sent out to students at Gettysburg College, consisting of pairs of advertisements differing either in color, hue, or size. Participants in the online survey were asked to click on the image that they preferred. All three of these categories had a significant …

(Un)Filtered Females: Exploring The Changing Representation Of Women In Cigarette Advertising, 1920-1940, Sophia Belyk

SASAH 4th Year Capstone and Other Projects: Publications

Throughout the first half of twentieth century, the act of smoking transitioned from being an exclusively male to a predominantly female practice. Indeed, by the end of the twentieth century merely being female was considered a serious risk to developing a smoking habit. This cultural shift is reflected in contemporary cigarette advertising, in which women begin as attractive accessories to male smokers and gradually become depicted as smoking independently. These advertisements were actively engaged with the social worlds of the women they targeted, drawing upon their contemporary concerns and values, namely those of women’s liberation and an increased attention placed …

The Supply Chain Of Digital Music: Empowering Independent Artists Through Availability And Accessibility, Justin Reed

Senior Theses

The process of creating and sharing digital music can be viewed from the “supply chain” perspective: identifying the resources and value-adding tools that ultimately result in a final audio product. By researching and documenting the steps involved in this process, I identify this supply chain as a series of steps, an itinerary, or process model of digital music creation. Moreover, I found that each step in the process can be assess for its accessibility and usability by independent artists. I conclude by exploring how this democratizes the music industry by affording independent artists the necessary tools and empowerment to create …

Parent/Guardian Experience: How Schools Can Improve The Parent Experience And How That Leads To Positive Outcomes., Wesley H. Walters

National Youth Advocacy and Resilience Conference

Parent/Guardian eXperience: How creating an awesome Parent/guardian experience can lead to increased parent participation, and how parent participation leads to success of the student & the overall success of the school. The goal of this presentation is to engage parents in their child’s school experience by building a genuine connection with the school and a positive parent experience.

Examining Uas Employment Expectations And Requirements, Brent A. Terwilliger Ph.D., Ryan J. Wallace Ed.D., Matthew P. Earnhardt Ph.D.

National Training Aircraft Symposium (NTAS)

Unmanned aircraft system (UAS) technology is radically changing how organizations, such as government agencies, non-profit corporations, and companies, apply aviation resources. Unmanned aviation is supporting improved efficiency, expanded capability, and heightened reliability through an increasing number of uses relating to: a) research and development and training-education, b) event filming, c) industrial, utility, and environmental projects, d) real estate, e) construction activities, f) agricultural, g) press and media, and h) state/local emergency services. The increasing application, and subsequent operational growth, is occurring in response to maturing technology, refined operational management and permissibility, innovative concept development, demonstrated capability, enhanced supportability, and the …