Marketing Commons^™

A Social Media Plan For The Changemakers’ Playground, Meng Cong, Ciara Kilian, Xinling Wang, Sumanth Wilson, Chenyu Yan

School of Professional Studies

The purpose of this project was to create a social media plan for the Changemakers’ Playground campaign. The Changemakers’ Playground is a website thought up by our client, Sarah Lange, whereby ordinary individuals doing extraordinary things in their community can be celebrated for the work they are doing. Each person featured on the website, also known as a Changemaker, was interviewed by Sarah and that interview was split into three videos to be posted on the Changemakers’ Playground website throughout the week they are being featured. In short, our task was to create the Facebook, Twitter, and Instagram content to …

Clear The Air: Moving Towards A More Supportive, Welcoming, Tobacco-Free Clark University, Edward Aroko, Simon Elliot, Jackson Espe, Donovan Smith, Michael Spanos

School of Professional Studies

The deleterious health effects of the consumption of tobacco products, especially for youth, have been documented thoroughly and are nearly universally recognized. Numerous federal, state, and local regulations, coupled with health education and tobacco cessation initiatives have been launched to address these effects. Although these pushes have done much to reduce the rates of preventable health conditions and death due to the usage of tobacco, there remains much work to be done at the local level to discourage and disrupt patterns of substance use and abuse. The mission of Clark Clear the Air is to propose various and creative ways …

Managing Media For The Genius Of Warren Buffett, Sydney Edens

Theses/Capstones/Creative Projects

The main purpose of this project was to provide public relations and marketing services to the Genius of Warren Buffett course and related events. I served as the Account Executive for the Genius of Warren Buffett account in the Spring semester of 2018 for MaverickPR, UNO’s student-run public relations firm. Main tactics included media relations and social media research and strategy. Thesis materials include the PR and marketing plan, news releases, social media content calendars, graphic design materials, documentation of client communication, copy writing and editing, news coverage of stories pitched to the media and administrative documents. I assess the …

2018 May, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2018.

It Takes Two: Developing A Successful Partnership Between Clients And Students In Client-Based Projects, Rebecca Dingus, Alexander Milovic

Marketing Faculty Research and Publications

Both faculty and employers are motivated to advance learning beyond the classroom in order to teach skills required by graduates to succeed in business careers. The authors use a client-based project to build a bridge between marketing theory and practice, allowing students to develop their skills within a course while working with a real company. The authors demonstrate how a client-based project can succeed in the classroom with motivating incentives, positive client engagement, and earning real-world experience-all of which positively enhanced students 'participation, project deliverables, and enjoyment in the class project.

Surprisingly Open Or Openly Surprised? That Is The Question; Using Surprise Experiences To Increase Openness To Experience And Tolerance Of Ambiguity, Anneke Veenendaal-De Kort

Creativity and Change Leadership Graduate Student Master's Projects

Using Surprise Experiences to Increase Openness to Experience and Tolerance of Ambiguity

In the fast-changing world in which we are currently living, we constantly come across situations and problems that we have not encountered before. An open mind and the ability to tolerate ambiguity are important skills in uncertain times. People who embrace the unpredictable can develop their resilience and flexibility. Surprisologists Luna and Renninger (2015) have discovered that a great way of dipping into unpredictability is through surprise. For my Master’s Project, I designed experiences that transform people’s openness and tolerance for ambiguity through surprise. This paper begins with …

An Exploratory Study Examining A Transformational Salesperson Model Mediated By Salesperson Theory-Of-Mind, Philip (Tony) A. Pizelo Dr.

Industrial-Organizational Psychology Dissertations

A customer revolution caused by the popularity of internet commerce, the reliance on social media, and the globalization of the retail industry, calls for an examination of a sales model driven by transformational salespeople. This study examined potential salesperson performance drivers and a proposed moderated mediation model of salesperson performance. This study relied upon a foundation of transformational and other leadership attributes and salesperson theory-of-mind (SToM). Although the conditional indirect effects of the model were not statistically significant, transformational leadership was found to be a statistically significant predictor of sales performance (c’=.024, t=2.63, p =.0088). Several sub-components of transformational leadership …

In-Store V. Online: Examination Of Assortments Between Storefronts, William King

Supply Chain Management Undergraduate Honors Theses

Abstract: The purpose of this paper is to present the findings of research conducted to determine if an online storefront has the potential to reduce the amount of dependency on larger suppliers in the supply chain. This research was conducted by measuring the number of SKU’s and unique brands present at the locations of three categories of shopping goods across two home center retailers. The results of this research indicate that an online store shows the capacity to increase the variety of brands that a retailer can display and therefore reduce their dependency on suppliers who provide a greater number …

Consumers' Willingness To Pay For Specialty Table Eggs, Rachel Braun

Supply Chain Management Undergraduate Honors Theses

The purpose of this research is to define the relationship between two constructs and the purchasing behavior of consumers. These two constructs are composed of zoocentric and anthropocentric ideologies, which are established according to one’s attitudes towards an animal’s purpose on earth in relation to humans. This study investigates the effect that these two viewpoints have on a consumer’s willingness to pay for specialty table eggs and conventional table eggs. Using a survey questionnaire, we sampled 327 college students to test these relationships. Using confirmatory factor analysis to establish construct validity and hierarchical linear regression to test the hypotheses, we …

“Why The Anomaly That Is Super Bowl Marketing Is A Justifiable Investment”, Anthony Cole Brothers

Marketing Undergraduate Honors Theses

By now, we have well established that the Super Bowl is the holy grail of marketing, the championship for the battle of the brands, and the ultimate showcase of creative prowess which determines bragging rights. This American phenomenon is the exception, because it’s the one time on the calendar where viewers are mesmerized by commercials instead of tuning them out as noise. There are critical strategic objectives which can be satisfied, revolutionizing the brand in the eyes of the consumer and drastically expanding brand awareness. We know the vast benefits that well-executed marketing schemes can have for companies, especially during …

The Rearview Mirror And Windshield: Utilizing The Intersection Of Nostalgia And Neophila To Target Today's Consumers", Hannah Lucile Hungate

Marketing Undergraduate Honors Theses

In a technologically-advanced, rapidly-changing business world, successful marketing practice is becoming more and more elusive to the competing corporations. Two popular tactics—nostalgia and neophilia—have been shown to both dazzle and destroy, depending upon their use. These concepts have been utilized by a variety of brands—some of the world’s largest beverage companies, the most popular application of 2016 and air fresheners, to name a few—and have resulted in heavy profits and losses for the companies.

Nostalgia and neophilia in marketing must first be analyzed as individual concepts, each with their own merits and disadvantages, and then viewed as an intersection where …

Marketers’ Use Of Alternative Front-Of-Package Nutrition Symbols: An Examination Of Effects On Product Evaluations, Christopher L. Newman, Scot Burton, J. Craig Andrews, Richard G. Netemeyer, Jeremy Kees

Marketing Faculty Research and Publications

How front-of-package (FOP) nutrition icon systems affect product evaluations for more and less healthful objective nutrition profiles is a critical question facing food marketers, consumers, and the public health community. We propose a conceptually-based hierarchical continuum to guide predictions regarding the effectiveness of several FOP systems currently used in the marketplace. In Studies 1a and 1b, we compare the effects of a broad set of FOP icons on nutrition evaluations linked to health, accuracy of evaluations, and purchase intentions for a single product. Based on these findings, Studies 2 and 3 test the effects of two conceptually-different FOP icon systems …

Good Taste: Expanding Profits And Geographic Horizons Through Social Responsibility, Carly Cassidy

Finance Undergraduate Honors Theses

Ilusión+, otherwise known as Ilusión Más, is a socially-responsible wine enterprise founded by Pau and Gina Torres, a couple from Tarragona, Spain. In 2013, Pau was diagnosed with Amyotrophic Lateral Sclerosis (ALS), a motor neuron disease which causes muscles to weaken over time and eventually atrophy (National Institute of Neurological Disorders and Stroke). In Spanish, Ilusión signifies hope and wishful thinking, serving as an optimistic name which embodies the resilient attitude of its owners (Word Reference). Ilusión+ selects wine from Spanish vineyards and distributes them in restaurants throughout the country under their brand and story. The company donates a portion …

The Internal Effects Of Corporate Social Responsibility On Firm Performance, Lindsay Harris

Senior Honors Theses

The purpose of this thesis is to identify the internal effects of corporate social responsibility on firm performance. It also examines the definition of corporate social responsibility and two varying theories about the topic. This thesis explores the human resource, quality and financial aspects of firm performance and how those aspects of a company are affected by adopting significant corporate social responsibility programs. This research seeks to answer the claim that corporate social responsibility programs do not have a positive effect on the actual performance of an organization. It will examine the effect of CSR on employee attitudes, moral and …

Development And Marketing Of A Repurposed Textile Product For Homeless Individuals In Northwest Arkansas, Mckenna Whitaker, Beau Broyles, Lindsey Stone

Apparel Merchandising and Product Development Undergraduate Honors Theses

Growing concerns over waste disposal methods have led to a greater focus on recycling efforts in the textile industry. Second only to the oil industry, the textile industry continues to be one of the most wasteful among leading businesses around the world and determining ways to repurpose fashion materials could be a reasonable solution to this growing problem (Dobilaite, V., Mileriene, G., Juciene, M., & Sacevičienė, 2017). In addition to alleviating disposal issues, repurposed materials could serve the humanitarian needs of local communities, and even more importantly, could specifically benefit homeless populations. The purpose of this project was to design, …

Low-Fare Flights Across The Atlantic: Impact Of Low-Cost, Long-Haul, Trans-Atlantic Flights On Passenger Choice Of Carrier, Jennifer Nicole Hunt

Doctoral Dissertations and Master's Theses

Full-service carriers (FSCs) have long ruled the trans-Atlantic market, due to the absence of low fare competition, which has kept airfares high. However, renewed interest in lowcost, long-haul (LCLH) flights was prompted by efficient aircraft, low fuel prices, liberalization of air markets, and low-cost carriers’ growth opportunities. Since 2013, multiple LCLH carriers have commenced trans-Atlantic operations, and their market share has grown to 8%. In response, FSCs are establishing their own LCLH subsidiaries and/or introducing basic economy airfares to more effectively compete in the trans-Atlantic market. The purpose of this dissertation was to further the understanding of LCLH and FSC …

Shop, Compra, 购买: Targeting The Multicultural Consumer, Evelyn Ballesteros

Marketing Undergraduate Honors Theses

Multicultural is defined as relating to or representing several different cultures. In marketing, it is the representation of several cultures in marketing strategies. According to the “The Roadmap to the New America”, the multicultural millennial makes up over 40% of the millennial population. Multicultural consumers hold a $3 trillion buying power. Once brands understand these consumers, they become lifelong consumers. Those brands that fail to understand this consumer risk losing a lifelong consumer. Multicultural consumers are shaping the American culture, taste, and style holding influence over the marketplace. Understanding and creating tactful approaches to reach this market has …

Nonprofit Marketing Strategy, Marisa Lizana

Marketing Undergraduate Honors Theses

Abstract

This paper explores the new and vague idea of nonprofit marketing. From studies comparing traditional marketing to nonprofit marketing and surveys analyzing the current status of organizations’ marketing plans, we see the gray area that is nonprofit marketing and the lack of research to enlighten us what a successful marketing strategy looks like. Then, I talk about my first-hand experiences working for a nonprofit, what I learned, and what questions and ideas I have regarding the future of nonprofit marketing strategy.

An Investigation Of The Impact Of Changing Social Norms On Female Clothing Attire Pre And Post Ww Ii, Bailey Marie Burningham

Undergraduate Honors Capstone Projects

Not only did World War II bring about changes to the economy and policy in the United States, it also changed women's fashion and, consequently, the way in which women's fashion was presented through marketing efforts. This study is an investigation of how changing social norms, as seen in various marketing material, may have impacted women's attire before and after World War II. The study will be conducted by analyzing various reports on how changes came to pass throughout this time, and how different factors may have instigated the change. Additionally, an analysis of marketing materials used pre and post …

A Business Plan For The Three Barn Farm, Jessica Loechler

Marketing Undergraduate Honors Theses

The Three Barn Farm is a rural wedding venue that offers a personal, intimate experience for those who appreciate the simple beauty of the American countryside. Our mission is to make our home your home on the best day of your life. The name “The Three Barn Farm” reflects the three beautiful fixtures on the land. The first barn is the one-hundred-year-old classic red barn. With recently refurbished wood to capture the barn’s original beauty for years to come, this barn serves as a Pinterest-worthy spot for bridal photos, a welcome area, and many other purposes. The second barn is …