Digital Commons Network^™

Re-Branding The American Marketing Association, Kasey Morgan

Innovate UNO

Two campaigns of advertising for the American Marketing Association were distributed to students to determine if creative or professional branding is more efficient in stimulating interest and involvement in the University of New Orleans' chapter of AMA. The American Marketing Association has been struggling with a low participation rate among students despite being a nationally-recognized organization that provides useful resources for students looking to further or start their careers. Our platform was to determine the best branding technique to expand membership. We tackled the management decision problem of deciding if we should implement an advertising campaign, and the marketing research …