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

Advertising and Promotion Management Commons

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

1539 Full-Text Articles 1550 Authors 1275807 Downloads 132 Institutions

All Articles in Advertising and Promotion Management

Faceted Search

1539 full-text articles. Page 4 of 49.

What Happens Online Stays Online? Segment-Specific Online And Offline Effects Of Banner Advertisements, Lara LOBSCHAT, Ernst C. OSINGA, Werner J. REINARTZ 2017 Singapore Management University

What Happens Online Stays Online? Segment-Specific Online And Offline Effects Of Banner Advertisements, Lara Lobschat, Ernst C. Osinga, Werner J. Reinartz

Research Collection Lee Kong Chian School Of Business

Many firms allocate increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers' online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who had not visited the focal firm's website in the previous four weeks (non-recent online consumers). For these consumers, banner and TV advertisements indirectly increase offline ...


Nostalgic Selling: The Louisville & Nashville Railroad And Its General Public Relations, Michael J. Landry 2017 Northeastern State University

Nostalgic Selling: The Louisville & Nashville Railroad And Its General Public Relations, Michael J. Landry

Atlantic Marketing Journal

This paper represents a case study of how to use historic events/artifacts in public relations and sales. It recounts how the Louisville & Nashville Railroad participated in the United States Civil War centennial celebrations by restoring a locomotive, the General, that was made famous in a daring raid conducted in that war. Using primary and secondary documents mainly from corporate archives including notes, operations manuals, public relations logs, measurements, corporate publications and oral history, the paper outlines the General’s iconic history, the purposes for its 1960s restoration to operation for the Civil War centennial, and the overarching marketing strategy ...


The Cross-Platform Consistency Of Online User Movie Ratings, Dan Baugher, Chris Ramos 2017 Pace University, Lubin School of Business

The Cross-Platform Consistency Of Online User Movie Ratings, Dan Baugher, Chris Ramos

Atlantic Marketing Journal

Online movie ratings are often used in studies of Internet word-of-mouth, but the cross-platform consistency of such ratings has not been well established. Mean user ratings were obtained for 500 movies using the rating systems in place on Netflix and IMDb. Mean volume was 1,480,931 (SD = 2,636,388) and 104,746 (SD = 193,532) on the Netflix and IMDb sites, respectively, suggesting the movies were visible, but also variable in visibility. Volume was moderately correlated (r = .724, p ≤ .001). Mean user ratings on the Netflix and IMDB sites averaged 3.57 (SD = .37) and 3.84 (SD ...


Job Shadowing Experiences As A Teaching Tool: A New Twist On A Tried And True Technique, Fred H. Mader, Deanna R. D. Mader, Elizabeth C. Alexander 2017 Marshall University

Job Shadowing Experiences As A Teaching Tool: A New Twist On A Tried And True Technique, Fred H. Mader, Deanna R. D. Mader, Elizabeth C. Alexander

Atlantic Marketing Journal

This article reports an innovative twist on the use of the job shadowing experience as a means not only to provide real-world exposure for the student, but also as a way to generate real-time data from the professionals to be utilized as a basis for class discussion. Reaction from both students and professionals has been overwhelmingly positive.


Field Trip! Assessing Business Student Interest In Plant Tours And Their Product Categories, Mark Mitchell, Gregory Turner, Robert Montgomery, Mark Hartley 2017 Coastal Carolina University

Field Trip! Assessing Business Student Interest In Plant Tours And Their Product Categories, Mark Mitchell, Gregory Turner, Robert Montgomery, Mark Hartley

Atlantic Marketing Journal

Business educators are challenged daily to provide fresh ideas in the classroom and to use new methods to stimulate active learning. One option is to use manufacturing plant tours, company museums, and company visitor centers to supplement traditional classroom activities. This manuscript details this growing type of tourism (known as Consumer Experience Tourism) and identifies the product categories of greatest interest to today’s students in Business and Economics. Business educators are encouraged to more fully embrace this under-utilized resource to promote active student learning and to select those destinations of greatest interest to their particular student audiences.


Controlling And Informational Planned Behavior: Self-Determination Theory And The Theory Of Planned Behavior, Jonathan P. Leavell 2017 Charlotte Metro FCU

Controlling And Informational Planned Behavior: Self-Determination Theory And The Theory Of Planned Behavior, Jonathan P. Leavell

Atlantic Marketing Journal

The purpose of this non-empirical paper is to explore the theoretical value of introducing constructs of self-determination theory (SDT) into the framework of the theory of planned behavior (TPB). Deci’s and Ryan’s (1985) formulation of SDT maintains an intrinsic focus while much of Ajzen’s (1985) TPB framework maintains an extrinsic focus. The incorporation of constructs based on an internal locus of causality may enhance the predictive power of TPB. Applications for practitioners and opportunities for further research are presented.


A Perspective On Pharmaceutical Marketing Practices: Message Development, Media Selection, Medication Adherence And Health Literacy, Yvette Lynne Bonaparte 2017 North Carolina Central University

A Perspective On Pharmaceutical Marketing Practices: Message Development, Media Selection, Medication Adherence And Health Literacy, Yvette Lynne Bonaparte

Atlantic Marketing Journal

Health literacy includes not only literacy and numeracy, but areas related to an individual's ability to critically review and process health information in such a way that leads to improved health behavior and outcomes. The level of health literacy attained by a particular target audience is an important consideration for marketers of pharmaceutical products as it impacts both the message and the media selected for product promotion. Additionally, the degree to which health literacy levels impact medication adherence should be a consideration for those that market pharmaceutical products.


Dynamic Pricing In Major League Baseball Tickets: Issues And Challenges, John T. Drea, Andrew Nahlik 2017 Illinois College

Dynamic Pricing In Major League Baseball Tickets: Issues And Challenges, John T. Drea, Andrew Nahlik

Atlantic Marketing Journal

With its origins in the airline industry, dynamic pricing has recently been extended to the area of Major League Baseball tickets in both the primary and secondary markets. The present study examines similarities in the application of dynamic pricing in the airline and MLB industries, as well as the key differences, which include the interactive effects of competitors in the airline industries and the presence of a secondary ticket market for MLB tickets. The “zone of reasonableness” concept used in freight pricing provides a useful framework for understanding the self-imposed upper and lower price limits for MLB primary market ticket ...


An Exploratory Comparison Of Private And Hbcu Marketing Student Study Abroad Program (Sap) Participation Intentions, Omar Woodham, George W. Stone, Kathryn Cort, Michael A. Jones 2017 North Carolina A&T State University

An Exploratory Comparison Of Private And Hbcu Marketing Student Study Abroad Program (Sap) Participation Intentions, Omar Woodham, George W. Stone, Kathryn Cort, Michael A. Jones

Atlantic Marketing Journal

The current research compares two demographically diverse universities regarding their respective awareness of the study abroad programs (SAPs) offered by their school. The study focuses on each sample’s awareness of SAP opportunities (i.e., as offered by their own institution) as well as each group’s opinion of the level of university administrator effort aimed at promoting the SAP offerings at each school. The authors analyzed whether student perceptions of the level of administrator support affected student expectations regarding SAP participation prior to graduation. Given the different socio-economic characteristics of the two student samples used in the study, the ...


Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward 2017 Middle Tennessee State University

Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward

Atlantic Marketing Journal

Abstract - This study examines students’ attitudes and preferences to the four primary textbook types currently on the market. These types include hardback, paperback, loose leaf, and E-textbook. Two hundred twenty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Results found that students still prefer paperback textbooks, even when this textbook is at a higher price than other alternatives. When students were asked their opinions on the various textbook options, it was clear that price, ease of use, health concerns, and ownership desires were the primary reasons why they liked ...


Profile Of Corporate Social Media Consumer Segments, Beverly Wright, Aberdeen Leila Borders, Paul H. Schwager, S. Scott Nadler 2017 Georgia Institute of Technology

Profile Of Corporate Social Media Consumer Segments, Beverly Wright, Aberdeen Leila Borders, Paul H. Schwager, S. Scott Nadler

Aberdeen L Borders

The trade and academic literature is replete with commentary about the need for companies to develop promotional strategies and to adopt media platforms that are more engaging and conversational with customers than the traditional top-down company directed one-way communication strategies of the past (Thomas, Peters, Howell and Robbins, 2012; Foster, West and Francescucci 2011; Deighton and Kornfeld, 2009). This viewpoint is supported by Christodoulides (2008) who reported that many customers view information about a company or brand that they obtained from blogs, social networking sites and the like as being more relevant, believable and important to them in their interactions ...


Collegiate Competition And The Propensity For Gender Bias, Deborah H. Lester, Aberdeen Leila Borders, Terry W. Loe, Keith Tudor 2017 Kennesaw State University

Collegiate Competition And The Propensity For Gender Bias, Deborah H. Lester, Aberdeen Leila Borders, Terry W. Loe, Keith Tudor

Aberdeen L Borders

Since the dawn of time gender has played a starring role in human behavior. The behavioral implications of an individual’s sex have permeated research findings in a wide variety of academic disciplines. This preliminary investigation will explore the concept and definition of gender, gender bias, and gender stereotype on actions and conduct. Specifically, this inquiry will determine the scope and types of gender bias/stereotypes that exist in the business world with a primary concentration on the area of professional sales. The ultimate objective is to discover the type and level of influence a person’s gender contributes to ...


Rajapoker88 Situs Agen Judi Poker Bandar Domino Qq Online Terpercaya, Alip iskandar 2017 Universita Bocconi

Rajapoker88 Situs Agen Judi Poker Bandar Domino Qq Online Terpercaya, Alip Iskandar

alipblog alip.web.id


RAJAPOKER88 juga memberikan bonus reffeeral sebesar 10% seumur hidup. Jika anda tidak suka bermain judi online namun ingin mendapatkan penghasilan. Cukup mengajak teman bermain judi di RAJAPOKER88 menggunakan link refferal anda. Apabila anda mampu mengajak banyak teman bermain dan mendaftar menggunakan link refferal. Kalian akan mendapatkan komisi sebesar10% seumur yang diambil dari kemenangan setiap teman yang anda ajak.
RAJAPOKER88 SITUS AGEN JUDI POKER BANDAR DOMINO QQ ONLINE TERPERCAYA adalah situs judi poker domino 99 online dengan live chat yang selalu online 24 jam. Customer service RAJAPOKER88 akan selalu online setiap ...


Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell 2017 The University of Akron

Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell

Honors Research Projects

The following reports discuss the geographical preferences of Millennials in relation to job selection preferences. Our team analyzed the moving trends of Millennials in both Ohio and the United States to determine what factors influence this decision. Collectively, our team concluded that in order to successfully recruit Millennials, companies must offer benefit packages that center around work-life balance. This entails not just highlighting what a job requires technically, but opportunities for leadership development, social activities outside of work, and more. To recruit this upcoming talent, companies need a holistic approach that convinces Millennials that working for their company creates a ...


Brunswick Schools Video Program Social Media Campaign, Nicole Rhoades 2017 The University of Akron

Brunswick Schools Video Program Social Media Campaign, Nicole Rhoades

Honors Research Projects

This social media campaign is to be executed by student managers within the Brunswick Schools Video Program. The Video Program provides journalistic experience to young students by immersing them in print and broadcast journalism that is provided to the Brunswick-area through Brunswick Educational Access Television.


An Assessment Of Tire-Buying Among Millennial Consumers, John R. Hojnacki, Caleb P. Ohrn, Ben M. Nelson, Addie A. Hujar, Taylor J. Kirian 2017 The University of Akron

An Assessment Of Tire-Buying Among Millennial Consumers, John R. Hojnacki, Caleb P. Ohrn, Ben M. Nelson, Addie A. Hujar, Taylor J. Kirian

Honors Research Projects

This study first examines general purchasing trends among millennial consumers before digging into the perceptions that millennial consumers have of the tire-purchasing experience. Our initial hypothesis was that the negative view of tire-purchasing held by many millennial age consumers was driven by the difficulty of the process itself. Through our own research, we discovered that it is the perceptions held by those who have not yet purchased tires rather than the reality of the purchasing experience that is the issue.


The Gojo Smartlink Observation System: Research For Adoption, Robert Cuenot, Austin Reich, Joseph Tuck, Sarah Dick, Sean Poholski 2017 The University of Akron

The Gojo Smartlink Observation System: Research For Adoption, Robert Cuenot, Austin Reich, Joseph Tuck, Sarah Dick, Sean Poholski

Honors Research Projects

This research project sought to provide GOJO Industries, Inc. with strategic recommendations for improving sales of their SMARTLINK Observation (OBV) hand hygiene compliance monitoring mobile application. The two required steps for building recommendations were to analyze the status of the hand hygiene compliance monitoring market (as of 2017) and gain insight on the needs of nurses, doctors, and other healthcare directors in hospitals and urgent care facilities. In conjunction with GOJO Industries, Inc., the viability of a subscription-based mobile application for monitoring was tested. Employees of several different healthcare facilities were interviewed about their current methods and practices for compliance ...


Z-Cube: Mobile Living For Feminist Nomads, Zi Ye 2017 University of Massachusetts Amherst

Z-Cube: Mobile Living For Feminist Nomads, Zi Ye

Masters Theses

Homes proclaim our social standing and reflect the trend of the times. This project seeks to explore and redefine the relationship between modern homes and modern women who strive for mobile life styles.

Modernism and globalization have brought us a new way of living that could have never been imagined before— our workspace and homes are no longer limited to a specific unit but have extended to the entire globe. The physical changes compelled by modernity have also complemented the changing role of women. Since the beginning of the 20th century, modern women have expanded their lives outside of their ...


Information Literacy Skills In The Workplace: Examining Early Career Advertising Professionals, Stacy Gilbert 2017 University of Colorado Boulder

Information Literacy Skills In The Workplace: Examining Early Career Advertising Professionals, Stacy Gilbert

University Libraries Faculty & Staff Contributions

This study used content analysis to examine job postings from advertising agencies to find how often information literacy (IL) skills were seen in the job posts and how these skills manifest themselves. Five out of the six IL skills were seen in at least 41% of the job postings, however the skill of synthesizing information was rarely mentioned. It was also found evaluating data and using data software is performed by advertisers. This study concludes with asking librarians to introduce marketing students to more data and calls on librarians to consider the context in which IL skills are used.


Of Music And Media: A Producer Study Of Promotional Encoding On Social Media Through The Lenses Of Paratext And Medium Theory, Connor D. Wilcox 2017 Eastern Illinois University

Of Music And Media: A Producer Study Of Promotional Encoding On Social Media Through The Lenses Of Paratext And Medium Theory, Connor D. Wilcox

Masters Theses

While music promotion has been important aspect for musicians, bands, and musical organizations for well over a century, the rise of social media in the digital era has profoundly changed the way these promoters perceived of and practice their commercial task of selling music. Paratexts (Gray, 2010a) offer an effective lens for focusing on these promotions while encoding/decoding (Hall, 1980) justifies producer studies to examine and uncover vital aspects of production shape the text and medium theory adds further focus by recentering the medium as being distinctly influential. Existing research on music promotion highlights the uniqueness and evocativeness of ...


Digital Commons powered by bepress