Open Access. Powered by Scholars. Published by Universities.®

Advertising and Promotion Management Commons

Open Access. Powered by Scholars. Published by Universities.®

1,626 Full-Text Articles 1,729 Authors 1,327,735 Downloads 144 Institutions

All Articles in Advertising and Promotion Management

Faceted Search

1,626 full-text articles. Page 3 of 52.

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.


Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert 2018 CUNY Brooklyn College

Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert

Atlantic Marketing Journal

Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.


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 ...


What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford 2018 Old Dominion University

What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford

Marketing Faculty Publications

An introduction is presented in which editor discusses various articles within issue on topics including source-credibility theory and its impact on brand performance for celebrity endorsements, celebrity in advertising can influence consumer perceptions and market value of celebrity endorsement.


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 ...


Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara II 2018 Walden University

Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii

Walden Dissertations and Doctoral Studies

Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small ...


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 ...


Manufacturing The American Way Of Farming: Agriculture, Agribusiness, And Marketing In The Postwar Period, Margaret Baker Weber 2018 Iowa State University

Manufacturing The American Way Of Farming: Agriculture, Agribusiness, And Marketing In The Postwar Period, Margaret Baker Weber

Graduate Theses and Dissertations

The rise of the corporation is one of the most transformative events in the history of United States, including the agricultural economy. Seeking to understand how these private businesses influence American foodways, my research examines the emergence of agribusiness in the period after 1945. These private entities manipulated the physical and metaphysical landscape of agriculture to sell not just their products, but also to remake rural America in a way that suited their needs. Agribusinesses wanted to make themselves, their products, and their specific vision of production and consumption, indispensable to the agricultural system. They intended to expand their hold ...


Ua Feature Twirler For A Day, Amy Mellinger 2018 The University of Akron

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.


It's A Goodyear For Innovation, Nathaniel Rellinger, Erin Horstman, Miranda Radesic, Layne McKinley, Nash Smalley, Rachel Starvaggi 2018 The University of Akron

It's A Goodyear For Innovation, Nathaniel Rellinger, Erin Horstman, Miranda Radesic, Layne Mckinley, Nash Smalley, Rachel Starvaggi

Honors Research Projects

Innovation is nothing new to The Goodyear Tire and Rubber Company. The near future will bring another phase of evolution as the focus of tires sales will shift with the growing popularity of ride sharing, car sharing, and autonomous vehicles. For the scope of our project, it initially seemed obvious to use Goodyear’s good name as a selling point for a partnership with car sharing companies. We surveyed students at several colleges across Ohio that have car sharing fleets on campus and asked them about how they utilize the vehicles. After discovering through these interviews that ride sharing was ...


Blogging As Marketing: From Writing To Revenue, Matthew Headland 2018 The University of Akron

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 ...


Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins 2018 University of Central Florida

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors in the Major Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products ...


What Airbnb Reviews Can Tell Us? An Advanced Latent Aspect Rating Analysis Approach, Yi Luo 2018 Iowa State University

What Airbnb Reviews Can Tell Us? An Advanced Latent Aspect Rating Analysis Approach, Yi Luo

Graduate Theses and Dissertations

There is no doubt that the rapid growth of Airbnb has changed the lodging industry and tourists’ behaviors dramatically since the advent of the sharing economy. Airbnb welcomes customers and engages them by creating and providing unique travel experiences to “live like a local” through the delivery of lodging services. With the special experiences that Airbnb customers pursue, more investigation is needed to systematically examine the Airbnb customer lodging experience. Online reviews offer a representative look at individual customers’ personal and unique lodging experiences. Moreover, the overall ratings given by customers are reflections of their experiences with a product or ...


“I Wanna Be Like Mike:” A Synthesis Of Sports Marketing From Babe Ruth To Michael Jordan, Michael John Duffy 2018 Bard College

“I Wanna Be Like Mike:” A Synthesis Of Sports Marketing From Babe Ruth To Michael Jordan, Michael John Duffy

Senior Projects Spring 2018

This project examines the rise and development of modern sports marketing, as well as its impact on the economy, society, culture, and professional sports. The project explores sports marketing through the lens of two legendary athletes – Babe Ruth and Michael Jordan. Ruth and Jordan are two pivotal figures that were major catalysts for elevating the role of sports and sports marketing to new levels in each of their time periods. Ruth was the first major athlete to sign lucrative endorsement deals as he opened the floodgates, fostering the rise of sports marketing and changing the sports economy. Moving to Jordan ...


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 ...


Digital Commons powered by bepress