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Internet Marketing Strategy And The Cognitive Response Approach: Achieving Online Fundraising Success With Targeted Donor Outreach, Carrie Dawn Cornwall
Internet Marketing Strategy And The Cognitive Response Approach: Achieving Online Fundraising Success With Targeted Donor Outreach, Carrie Dawn Cornwall
Theses Digitization Project
The goal of this study was provide a theory-based framework for Olive Crest, a charity that serves abused children, to successfully and strategically use e-mail marketing to achieve fundraising goals. A survey of Olive Crest's donors, utilizing the cognitive response approach as its foundation, was designed to assess attitudes and demographic trends that could help advance online marketing initiatives. A sample of 81 respondents completed the survey which evaluated Olive Crest's supporters' product/message, source, and ad execution thoughts.
Awareness Of Global Warming And Car Purchasing Behavior In Singapore, Chika Nakayama
Awareness Of Global Warming And Car Purchasing Behavior In Singapore, Chika Nakayama
Theses Digitization Project
The purpose of this study was to determine consumers' attitudes toward and perceptions of global warming and hybrid cars and examine the car purchasing behavior in Singapore. The benefits of the study will provide marketers with insight of consumers' demand for cars in Singapore. Findings will help automakers develop more effective, consumer-oriented advertising plans for cars in Asia as Singapore consists of diverse Asian ethnic backgrounds- Chinese, Indian, and Malaysain.
Parametric Media: A Strategic Market Analysis And Marketing Plan For A Digital Signage, Interactive Kiosk And Content Company, Helena Irita Fowler
Parametric Media: A Strategic Market Analysis And Marketing Plan For A Digital Signage, Interactive Kiosk And Content Company, Helena Irita Fowler
Theses Digitization Project
This project had two major objectives. The first objective was to conduct a strategic market analysis to serve as the backbone and roadmap for the marketing plan. The second objective was to create a strategic marketing plan to address Parametric Media's strategic marketing and business goals and objectives. This project was designed to fullfill the company's marketing needs. To do so, the author examined the digital signage industry, in order to understand what similar companies have done in the past, explored how consumer-based companies have deployed digital signage systems, and presented statistics and trends within the digital signage industry. The …
The Impact Of Corporate Stadium Sponsorship, Yi-Chun Kuo
The Impact Of Corporate Stadium Sponsorship, Yi-Chun Kuo
Theses Digitization Project
The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.
Impact Of Brand Equity On The Purchasing Of Consumer Durables, David Michael Wells
Impact Of Brand Equity On The Purchasing Of Consumer Durables, David Michael Wells
Theses Digitization Project
The purpose of this research was to demonstrate the importance of brand equity in the purchase of consumer durable goods, specifically heating, ventilation and air conditioning (HVAC) systems.
A Comparative Study Of Product Placement In Movies In The United States And Thailand, Woraphat Banchuen
A Comparative Study Of Product Placement In Movies In The United States And Thailand, Woraphat Banchuen
Theses Digitization Project
The purpose of this research was to compare the presence of product placement in movies across two different cultures, namely the U.S. and Thailand. In particular, this research examined the frequency of product placement in movies, the position of product placement in movies, and the target audiences in the U.S. and Thailand.
Cultural Impact On Customer Perception Of Service Quality In The Hotel Industry: A Comparative Study Of Eastern And Western Respondents, Jing Fen Chiang
Cultural Impact On Customer Perception Of Service Quality In The Hotel Industry: A Comparative Study Of Eastern And Western Respondents, Jing Fen Chiang
Theses Digitization Project
The purpose of the study was to investigate cultural aspects that influence customer perception of service quality in the hotel industry, specifically those that influence Eastern and Western respondents. A questionnaire was developed to assess cultural differences on perceptions, which included a modified version of the SERVQUAL scales, an instrument used to measure service quality. The convenience sample consisted of students enrolled in the MBA program at a Western university (N=152; Eastern=57.9%, Western=34.9%, Other=7.2%). Findings indicated that there were no significant differences between Eastern and Western cultures in perceptions of service quality. A sample questionnaire is included.
A Comparative Study Of Attractiveness Types In Advertisements Of Women's Magazines Between United States And Thailand, Pornkamon Unyawong
A Comparative Study Of Attractiveness Types In Advertisements Of Women's Magazines Between United States And Thailand, Pornkamon Unyawong
Theses Digitization Project
The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gathered. Results indicated that there …
Consumer Concerns Towards Privacy: An Empirical Study, Maria Nicolaou
Consumer Concerns Towards Privacy: An Empirical Study, Maria Nicolaou
Theses Digitization Project
The purpose of the study was to determine consumer attitudes toward privacy and the influence of demographic factors on these attitudes. The study also sought to determine the willingness of participants to disclose selected individual information items and determine the awareness and acceptance level of technological innovations such as radio frequency identifiers (RFID) as they relate to privacy. A quantitative instrument was developed and a convenience sample of university students (N=203) was tested. Results showed that educational background played a role in the way participants perceived the applications of RFID.
Golfer Celebrity Endorsements On Consumers' Attitude Toward The Advertisement And The Brand, Onvadee Tunsarawiput
Golfer Celebrity Endorsements On Consumers' Attitude Toward The Advertisement And The Brand, Onvadee Tunsarawiput
Theses Digitization Project
Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.
A Comparison Of Cosmetic Advertising Between The United States And Taiwan: A Content Analysis, Wenlin Wang
A Comparison Of Cosmetic Advertising Between The United States And Taiwan: A Content Analysis, Wenlin Wang
Theses Digitization Project
The purpose of this research is to determine the extent of standardization of cosmetics advertising in Taiwanese and American magazines and to determine the brands and products most prevalently advertised in these two countries. The advertisements sampled were from Vogue and Cosmopolitan women's magazines, issues September 2004 to February 2005.
The Affects [Sic] Of Behavior On Celebrity Image, Christina Marlene Arredondo
The Affects [Sic] Of Behavior On Celebrity Image, Christina Marlene Arredondo
Theses Digitization Project
The purpose of this study is to develop a better understanding of how negative behavior affects a celebrity's public image.
Attitude And Satisfaction With Internet Banking Of Bank Of Ayudhya Public Company Limited, Thailand, Siriwan Baosuwan
Attitude And Satisfaction With Internet Banking Of Bank Of Ayudhya Public Company Limited, Thailand, Siriwan Baosuwan
Theses Digitization Project
The purpose of this study is to gather information for the management of the Bank of Ayudhya to improve its internet banking service. It explored customer satisfaction, customer attitudes, and the correlation between the frequency of Internet banking usage and customer demographic data.
The Cross-Cultural Research Of United States And Thailand: The Relationship Between Celebrity Endorsers And Types Of Product Endorsed, Sudawadee Eamsobhana
The Cross-Cultural Research Of United States And Thailand: The Relationship Between Celebrity Endorsers And Types Of Product Endorsed, Sudawadee Eamsobhana
Theses Digitization Project
The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.
Strategic Marketing Plan For An Online Service Provider In The Property Management Industry, Ruchika Wijesinghe
Strategic Marketing Plan For An Online Service Provider In The Property Management Industry, Ruchika Wijesinghe
Theses Digitization Project
Outlines the development of a strategic marketing plan for a company offering online rent payment, apartment search and property management services to property owners, managers and tenants. Data was gatherd from both primary (customers survey) and secondary sources to develop a strategic marketing plan for 2006.
Female Sports Endorsement And Attitudes Toward Brands And Advertisements, Natsuda Saritmuthakul
Female Sports Endorsement And Attitudes Toward Brands And Advertisements, Natsuda Saritmuthakul
Theses Digitization Project
The purpose of this study is to establish the means to understand how female sport endorsers are chosen in advertising - whether the choice is based upon physical appeal or professional career.
Proposed Marketing And Advertising Campaign For The United Negro College Fund, Rashida Patrice Hamm
Proposed Marketing And Advertising Campaign For The United Negro College Fund, Rashida Patrice Hamm
Theses Digitization Project
This project seeks to develop a marketing and advertising campaign for the United Negro College Fund (UNCF). The proposed California campaign is designed to reach an underserved target market in the state of California and to increase donations to the UNCF by one million dollars a year.
A Comparison Of The Consumer Decision-Making Behavior Of Married And Cohabiting Couples, Karen Prodigalidad Calpo
A Comparison Of The Consumer Decision-Making Behavior Of Married And Cohabiting Couples, Karen Prodigalidad Calpo
Theses Digitization Project
While studies exist that compare the different dynamics between cohabitation and marriage, few studies focus on comparing the consumer decision-making process of both types of unions.
The Marketing Plan For "The Truck Ladder", David Roman Pusczewicz
The Marketing Plan For "The Truck Ladder", David Roman Pusczewicz
Theses Digitization Project
This is a research study on a product, the Truck Ladder, that allows the user to get in and out of the bed of a conventional pick-up truck. (The Truck Ladder is an invention that secures the ladder to the tailgate of the truck.).
The Advertising Plan Of Toyota Camry For Toyota Motor Thailand Co. Ltd, Ampika Kosumapa
The Advertising Plan Of Toyota Camry For Toyota Motor Thailand Co. Ltd, Ampika Kosumapa
Theses Digitization Project
The purpose of this study is to target the efforts of Toyota Motor Thailand to create an effective advertising plan for the Camry.
A Comparative Analysis Of The Use Of Music In Advertisements Within The Car Industry, Crystal Desquitado Mamaril
A Comparative Analysis Of The Use Of Music In Advertisements Within The Car Industry, Crystal Desquitado Mamaril
Theses Digitization Project
The purpose of this thesis is to compare and contrast the use of music in commercials for Mitsubishi, Volkswagen, Chrysler and Jaguar.
Direct Marketing And Asian American In Inland Empire, Laura Louisa Hutabarat
Direct Marketing And Asian American In Inland Empire, Laura Louisa Hutabarat
Theses Digitization Project
This thesis employed a series of surveys of Asian Americans residing in the Inland Empire to determine their personal views towards direct marketing. Data is broken out by age, gender, ethnicity and employment status.
The Advertising Campaign For The Diamond Brand, A Thai Whisky, Focusing On Three Provinces Of Northern Thailand, Rattanawadee Wongtee
The Advertising Campaign For The Diamond Brand, A Thai Whisky, Focusing On Three Provinces Of Northern Thailand, Rattanawadee Wongtee
Theses Digitization Project
The purpose of this project is to apply marketing tactics and advertising strategies in the form of an advertising campaign. The goal of this campaign is to increase the sales and profits of the "Diamond drink."
Gender Segmentation And Its Implementation In Saudi Arabia, Ghassan Mohammed Altawail
Gender Segmentation And Its Implementation In Saudi Arabia, Ghassan Mohammed Altawail
Theses Digitization Project
The purpose of this project is to gain a better understanding of gender segmentation strategy possibilities in the Kingdom of Saudi Arabia. The findings from this survey graphically illustrate and statistically demonstrate some critically important information about the consumer demographics, needs, and behaviors of the targeted female Saudi shopper.
Generation Y Online Shopping Behaviors And Habits, Audrey Laëtitia Rossi
Generation Y Online Shopping Behaviors And Habits, Audrey Laëtitia Rossi
Theses Digitization Project
Online marketing opportunites regarding the teenage market are often underestimated due to the fact that the general information to date is neither particular, specific nor exact. Therefore, this project aims at giving guidelines for webmarketers willing to capture the "consumers of tomorrow".
An Analysis Of Nescafé In The United States And India, Apurva Ashok Patel
An Analysis Of Nescafé In The United States And India, Apurva Ashok Patel
Theses Digitization Project
This project focuses on Nescafe's advertising in two main markets, namely the United States and India, and it analyzes the similarities and differences of global brands across different markets.
The Inland Empire/Riverside County Philharmonic: A Promotional Campaign To Increase Attendance, Bettina Anna Kriegler
The Inland Empire/Riverside County Philharmonic: A Promotional Campaign To Increase Attendance, Bettina Anna Kriegler
Theses Digitization Project
This project includes a promotional campaign for the Inland Empire / Riverside County Philharmonic as well as the preliminary market analysis for the campaign. The market targeted was well-educated twenty to forty year olds in Riverside, Temecula and Corona.
A Different Black: A Comparative Study Between African Americans And Kenyan Americans In Direct Response Advertising, Gladys Wangari Kamau
A Different Black: A Comparative Study Between African Americans And Kenyan Americans In Direct Response Advertising, Gladys Wangari Kamau
Theses Digitization Project
Marketers must be able to categorize consumers according to some definable characteristics in order to help tailor their marketing effort. Black consumers are usually grouped into one homogenous group even though some of them are immigrants. The segmenting of the different ethnic groups needs to be modified to include different cultures among the same ethnic group. This thesis compares the differences of these subgroups in beliefs, attitudes and past purchase behaviors in response to direct marketing advertising.
Research Study On Laddering Technique In Depth Interviews On Alcoholic Beverage Consumption And Brand Preferences, Mohammed Saleh Aloulaqi
Research Study On Laddering Technique In Depth Interviews On Alcoholic Beverage Consumption And Brand Preferences, Mohammed Saleh Aloulaqi
Theses Digitization Project
This research study will clarify with facts and evidence that drinking alcoholic beverages is a social problem in American society. It will also focus on indepth interviews using the laddering technique on a small sample of eight respondents.
Service Delivery Network Strategy For Arrowhead Credit Union, Anne Louise Benjamin
Service Delivery Network Strategy For Arrowhead Credit Union, Anne Louise Benjamin
Theses Digitization Project
Based on research into the area of financial service delivery it has become obvious that convenience and simplicity are the keys to success in the future as far as delivering financial services to consumers. This thesis discusses how this convenience and simplicity will be accomplished. It also covers the changes that need to be made and the financial impact on the institutions.