Advertising and Promotion Management Commons^™

Survey Responses: Mail Versus Email Solicitations, Rodger G. Holland, Aileen Smith, James R. Hasselback, Bryson Payne

Faculty Publications

Surveys, particularly electronic surveys, are becoming popular methods of eliciting consumer responses. For example, many businesses now have survey sites printed on the bottom of receipts with some future discount as an enticement to participate. Clearly, the intent of such incentives is to stimulate participation. Surveys have also become popular in academia, but rarely are incentives offered. Clearly, those in academia also prefer a high participation rate, but without financial incentives what can be done to encourage participation? This research attempts to address that question.

Westwood Interior Company Limited Brand Identity Project, Peter Dee

Other resources

Westwood Interior Company Limited design and manufacture high quality handmade wood interiors in Ireland. Westwood Interior required a modern logo using natural colours and imagery.

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the Westwood Interior Company which was used on business cards, letterhead, signage and e-Commerce website.

Westwood Interior have earned a reputation for a high level of service and attention to detail. An established team of skilled craftsmen pride themselves in creating bespoke wood interiors that combine the very best in modern technology with the highest …

Farrell’S Nursery Company Limited Brand Identity Project, Peter Dee

Other resources

Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the Farrell’s Nursery Company which was used on business cards, letterhead, signage and website.

Farrell’s unique plant nursery is always full of fresh ideas, inspiring plants and solutions for every garden. You'll find an extensive range of plants and people who provide expert advice and a range of associated services at all times of the year.

Western Kentucky University Annual Report 2010: Bridging The Gap, Sife, Wku

SIFE (Students In Free Enterprise)

No abstract provided.

Branding In China: Alternative Brand Strategiesbranding In China: Global Product Strategy Alternatives, Ilan Alon, Romie F. Littrell, Allan K.K. Chan

Faculty Publications

This article reviews and discusses issues in translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and meaning of characters are just a few examples of such difficulties. We discuss four global-product-naming strategic alternatives available to country/brand managers, along with their usage, and give examples of brands utilizing the different approaches. The four approaches we discuss include (1) dual extension, (2) brand meaning extension, (3) …

Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …

The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …

What Are You Afraid Of?, Rebecca Minton, Linnea Christine Kennedy, Chapman University, Candy Rodriguez, Rachael Bridgens, Chelsey Coleman, Krista Xvx, Leticia Dessire Mayorga, Stephanie Bovis, Lorene Spiller Gambill

Women’s Studies, Feminist Zine Archive

Writings and art about self-care, the judicial system, Adrienne Rich, the portrayal of women in advertising, Andrea Dowrkin, sex roles and pornography, rape culture, Rita Gross, human trafficking, welfare, contraception, Margaret Sanger, The Vagina Monologues, Guerilla Girls, feminism and religion, Sandra Harding, tenure at Chapman based on gender, and Delores Huerta.

Young People's Use Of Online Social Networking Sites :A Uses And Gratifications Perspective, Aine Dunne, Margaret-Anne Lawlor, Jennifer Rowley

Articles

Abstract Purpose – The purpose of this paper is to explore why young people use and participate in social networking sites (SNS) with specific reference to Bebo. Design/methodology/approach – A qualitative approach is employed in this study with a view to exploring the uses and gratifications that girls aged 12 to 14 years, both seek and obtain from the Bebo social networking site. The research was conducted in a school setting in Ireland. Findings – The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain …

The Relationship Between Competitive Balance And Revenue In America's Two Largest Sports Leagues, Matt D. Pautler

CMC Senior Theses

This paper looks at the impact that competitive balance has on team revenues. The hypothesis that this paper is operating under is that higher levels of competitive balance will lead to higher levels of revenue. Two different measures of competitive balance will be used and regressions will be run to investigate whether high levels of the competitive balance measure are associated with high levels of revenue. The results of the data indicated that over all three time horizons (ten year, five year, and two year), high levels of variability in playoff appearances were associated with high revenue for Major League …

Nation Branding And Nation Brand Equity: The Case Of Slovakia, Pardon Me, Slovenia (Summary Brief), Arne Baruca

WCBT Faculty Publications

The purpose of this study is to explore and discuss whether Slovenia, a Central European country, has the possibility of developing a nation brand. As a new country Slovenia faces recognition problems and is thus being confused with other countries; specifically with its “twin-country” Slovakia. This is a case-based paper. The author uses a previously developed nation brand equity model (Dinnie 2008) to illustrate and explore the nation brand equity of Slovenia. The exploratory study shows that Slovenia has the elements of the nation brand equity model, and therefore has all the needed potential to develop the nation brand. This …

Telling The Brand Story: Including News Articles In Online Promotional Strategies, Anca C. Micu

WCBT Faculty Publications

Given the growing popularity of the Internet as a promotional medium, it is crucial for brand managers to examine the effects of combining the different brand communication sources online. According to social comprehension theory and knowledge from neuroscience, people exposed to a message spontaneously construct a mental simulation. People who are exposed to images or visuals are unlikely to assign verbal labels to their observations, whereas people who read a story may spontaneously form mental pictures of the narrative content. Mental processing of stories requires more extensive elaboration than processing of visuals. In a first study, survey results indicate online …

A Study Of How Social Media Is Being Integrated Into The Irish Pr Industry And The Effects Of This On The Profession., Denise Haran

Theses

This thesis explores the effects that social media is having on the Public Relations (PR) profession in Ireland it also looks at the characteristics of PR 2.0. In this it aims to look at particular aspects of the industry to see how they are being affected by social media including monitoring, reputation management, communication models and traditional media usage as well as looking at which social media platforms are used. The study will also look at PR professionals opinions on social media in Ireland.

A qualitative research design was chosen for this study and the primary method of data collection …

The Application Of Social Marketing In Increasing Blood Donation Among Donors And Non Donors: The Case Of Third Level Students., John Healy

Theses

In today’s society, blood donation is dependent on the goodwill of people to voluntarily donate blood without financial reward. There is a continuous need for new blood donors, because the demand for donor blood is increasing, whereas the supply of blood is declining. Three thousand blood donations are needed in Ireland every week. Maintaining an adequate supply is the biggest challenge. Only 3.6% of the population in the Republic of Ireland donate blood. This leaves an enormous potential blood donor base, which if tapped into and maintained could lead to an adequate reserve of donations to meet the transfusion needs …

The Use Of Social Marketing Messages In An Anti-Tobacco Context: An Investigation Of Irish Female Adolescents, Barry Griffin

Theses

The WHO (2008) report states that although tobacco deaths rarely make headlines, tobacco kills one person globally every six seconds. Tobacco kills a third to a half of all people who use it, on average 15 years prematurely. Today tobacco use causes 1 in 10 deaths among adults worldwide - more than 5 million people a year (Murray and Lopez, 2006). The Irish Office of Tobacco Control’s research has confirmed that initiation into smoking is largely a childhood phenomenon. More than 75% of all smokers in Ireland started to smoke before they reached the age of 18 (HBSC Ireland, 2006). …

The Role Of Public Relations In Integrated Marketing Communications, Claire Healy

Theses

This study is concerned with analysing the integration of public relations and marketing practices currently being undertaken by various organisations in Ireland. The concept of integrated marketing communication has been debated in the literature and in organisations for many decades.

This study employs both primary and secondary research methods on gathering findings that focus on the increasingly fundamental role of public relations in marketing initiatives, and highlights the areas where conflict and tension exist. These conflicting areas are having a negative effect on organisations maximising from this integration.

This research gathered both public relations and marketing perceptions on how the …

Assessing Student Learning Through Effective Academic & Professional Partnerships: The Why, The How, And The Results, Laurence Minsky

Laurence Minsky

Objective, external feedback can provide the backup academic departments need to “drive” programmatic and institutional improvements. This session will offer successful approaches for recruiting independent professionals and working with them to develop assessment rubrics to objectively measure student learning on programmatic and institutional levels. At the end of the session, participants will be able to (1) identify potential assessors for curriculum and/or program; (2) develop a strategy for identifying and recruiting independent assessors and; (3) generate talking points with instructions to communicate expectations and assessment methods to get usable, valid results and data.

Body Billboards And Brand Colonization: Embodied Corporate Advertising In Postmodern Branding Culture, Brandon Hensley

Brandon O. Hensley

Body billboard advertising is a phenomenon that has emerged over the past decade. It involves tattooing corporate logos/messages on the flesh in ways that are visible to other people. These ads are "branded" on the bodies of individuals willing to rent out "spaces" to companies that pay to affix a corporate image/message on them. This paper seeks to examine this practice as it relates to a postmodern landscape where culture is mass produced, identity is unstable and subject to corporate domination, and living bodies are commodified in the reification of corporate presence in all facets of society. Body advertising is …

Meaning Matters: Polysemy In Advertising, Stefano Puntoni, Jonathan Schroeder, Mark Ritson

Mark Ritson

No abstract provided.

How To Succeed In Advertising When All You Have Is Talent, Laurence Minsky

Laurence Minsky

No abstract provided.