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More Than A Tent: A Case Study On Live Brand Experiences At Coachella Music Festival, Tori Perrella 2017 California Polytechnic State University, San Luis Obispo

More Than A Tent: A Case Study On Live Brand Experiences At Coachella Music Festival, Tori Perrella

Recreation, Parks, and Tourism Administration

In recent years, society has seen a shift of marketing practices from traditional strategies to experiential marketing in order for brands to connect with individuals on an emotional level. Live brand experiences contribute to companies building relationships with consumers to create unique, memorable experiences that will be associated with the brand after the event. The purpose of this study was to examine the best practices of live brand experiences at Coachella Valley Music and Arts Festival. The research for this study was conducted using a case study guide created by the researcher, which examined brands’ past brand activations at Coachella ...


When Hippo Used Twitter To Manage Its Supply Chain, Singapore Management University 2017 Singapore Management University

When Hippo Used Twitter To Manage Its Supply Chain, Singapore Management University

Perspectives@SMU

The Indian snack brand inspired its customers to be advocates


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

No abstract provided.


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

No abstract provided.


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


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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 ...


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 ...


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.


The Evolution Of Destination Branding: A Review Of Branding Literature In Tourism, Babu P. George 2017 Fort Hays State University

The Evolution Of Destination Branding: A Review Of Branding Literature In Tourism, Babu P. George

Management Faculty Publications

Tourism is a promise and destinations communicate the credibility of that promise by means of destination brands. Branding has become a key tool for tourism destinations to make explicit the complexity of experiences to be expected by tourists visiting a destination. This paper provides a comprehensive literature review of various issues associated with tourism destination branding. It brings together a wide range of debates in the generic marketing literature, places them alongside the nuances of tourism, and thereby identifies unique challenges of branding in tourism destination contexts. Finally, a case study of USP based national tourism branding campaigns in the ...


The Nature Of Natural, Sydney Elizabeth Scott 2017 University of Pennsylvania

The Nature Of Natural, Sydney Elizabeth Scott

Publicly Accessible Penn Dissertations

In the modern Western world, consumers prefer natural foods, medicines, and personal care products and have a desire to connect with the natural world. Despite evident consumer demand for natural products, little research has been devoted to the psychological underpinnings of the natural preference. The present dissertation will examine the psychology of the natural preference and its implications in three chapters. Chapter 1 will expand the scope of explanations of opposition to genetically modified food by applying established theories about naturalness, sacred values and the law of contagion. Chapter 2 will examine how inferences about safety and efficacy of natural ...


Customer-Based Corporate Valuation: Modeling With Missing, Aggregated Data Summaries, Daniel Minh Mccarthy 2017 University of Pennsylvania

Customer-Based Corporate Valuation: Modeling With Missing, Aggregated Data Summaries, Daniel Minh Mccarthy

Publicly Accessible Penn Dissertations

There is growing interest in "customer-based corporate valuation," explicitly tying the value of a firm's customer base to its financial valuation. This dissertation studies the theory and application of customer-based corporate valuation. The dissertation is comprised of three essays, each of which studies a different aspect of the topic. In the first essay, we develop a general customer-based corporate valuation framework. In doing so, we enumerate the determinants of corporate value and how predictions of customer base activity can be used to inform these determinants. In the second essay, we develop a customer-based corporate valuation model that is specifically ...


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