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Seeking To Understand Subaru’S Turbocharged Appeal: A Study Of Brand Communities, Product Utility, And Corporate Promotion, James Imrie 2018 Bryant University

Seeking To Understand Subaru’S Turbocharged Appeal: A Study Of Brand Communities, Product Utility, And Corporate Promotion, James Imrie

Honors Projects in Marketing

This study attempts to analyze Subaru’s significant and unique appeal in the greater automotive market. The primary research findings are presented in a video documentary, while frameworks for existing research on certain facets of brand management and consumer groups are presented in the following paper. Based on analysis of existing data and interviews conducted with people connected to the brand, we can conclude that the phenomenon is a result of an appealing product that offers differentiated utilities at an affordable price, the formation of consumer groups around the various offerings, and insightful promotion on Subaru’s part. The degree ...


17 Days: Cross-Country With Social Media, Zachary Alvarado 2018 University of South Carolina

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.


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

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 ...


Malene Wines: The Beginning Of A Brand, Tyler Menane 2018 California Polytechnic State University, San Luis Obispo

Malene Wines: The Beginning Of A Brand, Tyler Menane

Agricultural Education and Communication

Malene Wines is the most recently developing brand under the Crimson Wine Group. Currently, the brand is being produced and managed under Chamisal Vineyards. Malene Wines started off with one brand of rosé wine, that has only been available for purchase in the Chamisal tasting room or wholesale. This has caused confusion for the consumer in differentiating the two brands. To help begin the separation of the two brands, Malene Wines has recently received a modified Airstream trailer to serve as a mobile tasting room.

Whereas Chamisal Vineyards is a brand focused on Chardonnay and Pinot Noir with small production ...


Bringing Awareness Of Associated Students, Inc. Club Funding Opportunities To Cal Poly Clubs: Increasing Participation Through Public Relations, Abby Lee Cavanaugh 2018 California Polytechnic State University, San Luis Obispo

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 2018 College of William & Mary Law School

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 ...


A Model Of Product Design And Information Disclosure Investments, Panos M. Markopoulos, Kartik Hosanagar 2018 University of Pennsylvania

A Model Of Product Design And Information Disclosure Investments, Panos M. Markopoulos, Kartik Hosanagar

Marketing Papers

New technologies such as product simulators and virtual reality now allow firms to provide realistic product usage experiences and reduce buyer uncertainty about product quality. We argue that today’s firms should view product design and investments to reduce buyer uncertainty as an integrated process, which is in turn influenced by how much information buyers can obtain from third-party infomediaries. We introduce a game-theoretic model of a competitive market where both quality production and quality disclosure are endogenous decisions, affected by information made available by third parties. We show that quality investment under uncertainty never exceeds the level of quality ...


Queer Repurposed Artifacts: The State Of New York City’S Contemporary West Village Bars, Stephanie DeBiase 2018 The Graduate Center, City University of New York

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 2018 Purdue University

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

junitas lim

Lahirnya judi online seakan membawa angin segar untuk pemain setianya, pasalnya pemblokiran perjudian di indonesia mengharuskan pemain pemain judi untuk bermain secara tertutup atau pun beberapa diantaranya memilih untuk tidak bermain. Tentunya sangatlah tidak nyaman untuk bermain secara tertutup. Beberapa bandar bandar judi pun mencoba atau membangun alternatif lain untuk para pemain setianya. Mengikuti perkembangan zaman, internet pun dijadikan solusi untuk masalah tersebut dan hasilnya memang cukup memuaskan banyak orang.

Ribuan hingga jutaan pengguna judi online bertambah tiap tahun nya membuktikan permainan judi via online cukup sukses dan ramai peminat. Tahun ke tahun pun berlalu, situs judi online pun berkembang ...


Budweiser In The 2017 Super Bowl: Dialectic Values Advocacy And The Rhetorical Stakeholder, Benjamin P. Windholz 2018 University of Kentucky

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 ...


Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett 2018 Georgia Tech

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for future ...


Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley 2018 Middle Tennessee State University

Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley

Atlantic Marketing Journal

This paper examines the ethical dilemma created because of the largely ineffective self-regulation of the advertising industry as it relates to children and the corresponding drastic increase in childhood obesity. Unhealthy food and beverage companies are intentionally targeting children who have not yet developed the cognitive skills necessary to discern programming content from advertising. Children, who have many years of consumption ahead of them, can be an appealing target market for companies promoting products high in fat and calories. Given that existing self-regulation policies have been largely unsuccessful, four potential solutions are discussed.


A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo 2018 Western New England University

A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo

Atlantic Marketing Journal

The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge ...


Advertising Content And Consumer Engagement On Social Media: Evidence From Facebook, Dokyun Lee, Kartik Hosanagar, Harikesh Nair 2018 University of Pennsylvania

Advertising Content And Consumer Engagement On Social Media: Evidence From Facebook, Dokyun Lee, Kartik Hosanagar, Harikesh Nair

Marketing Papers

We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement—defined as Likes, comments, shares, and click-throughs—with the messages. We find that inclusion of widely used content related to brand personality—like humor and emotion—is associated with higher levels of consumer engagement (Likes, comments, shares) with a message. We find that ...


Beyond The Last Touch: Attribution In Online Advertising, Ron Berman 2018 University of Pennsylvania

Beyond The Last Touch: Attribution In Online Advertising, Ron Berman

Marketing Papers

Online advertisers often utilize multiple publishers to deliver ads to multi-homing consumers. These ads often generate externalities and their exposure is uncertain, which impacts advertising effectiveness across publishers.

We analytically analyze the inefficiencies created by externalities and uncertainty when information is symmetric between advertisers and publishers, in contrast to most previous research that assumes information asymmetry. Although these inefficiencies cannot be resolved through publisher side actions, attribution methods that measure the campaign uncertainty can serve as an alternative solution to help advertisers adjust their strategies.

Attribution creates a virtual competition between publishers, resulting in a team compensation problem. The equilibrium ...


Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo 2018 Walden University

Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo

Walden Dissertations and Doctoral Studies

Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchange theory to explain how social behavior results from the exchange ...


Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards 2018 Walden University

Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards

Walden Dissertations and Doctoral Studies

Content of marketing strategies not only appeals to consumers based on their demographics and identity but consumers can also respond more positively to marketing strategies that target their purchasing behaviors. The purpose of this qualitative multiple case study was to explore how financial advisors at credit unions in Jamaica are using marketing strategies to advance millennial prospects, in an environment where consumers recognize commercial banks as the dominant institution in the financial industry. The conceptual framework for this study was the sustainability theory, with a direct focus on economic sustainability. The data collection process involved semistructured face-to-face-interviews with 5 financial ...


Digital Fundraising Strategies For Nonprofit Marketing Leaders In International Markets, John Basco 2018 Walden University

Digital Fundraising Strategies For Nonprofit Marketing Leaders In International Markets, John Basco

Walden Dissertations and Doctoral Studies

Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing ...


Marketing Strategies Of U.S. Small Businesses Led By African Immigrants, Sophia Osei-Sarfo 2018 Walden University

Marketing Strategies Of U.S. Small Businesses Led By African Immigrants, Sophia Osei-Sarfo

Walden Dissertations and Doctoral Studies

Small businesses play a vital role in the U.S. economy and represent 99.7% of all U.S. businesses. Small business failure rate is 50% within the initial 5 years. Creating and executing a well-formulated marketing strategy is essential to business sustainability. Effective marketing strategy builds small business survival rates and supports long term execution advantages. The purpose of this qualitative multiple case study was to explore the marketing strategies that African immigrant small grocery store owners use to sustain their businesses for longer than 5 years. The population included 5 successful first-generation African immigrant small business owners located ...


Good Game, Greyory Blake 2018 Virginia Commonwealth University

Good Game, Greyory Blake

Theses and Dissertations

This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say ...


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