Open Access. Powered by Scholars. Published by Universities.®
- Institution
- Publication
- Publication Type
Articles 1 - 3 of 3
Full-Text Articles in Business
Advertising Icons: Preserving The Cultural Record Of Brand Ambassadors, Patricia Sobczak, Sam Byrd
Advertising Icons: Preserving The Cultural Record Of Brand Ambassadors, Patricia Sobczak, Sam Byrd
VCU Libraries Faculty and Staff Publications
The authors discuss the background and implementation of the Brandcenter Advertising Icons image collection, available at https://scholarscompass.vcu.edu/brandcenter_icons/
Market Reach And Advertising Medium: Assessing How Students Learn About Research Services, Stephanie Wiegand
Market Reach And Advertising Medium: Assessing How Students Learn About Research Services, Stephanie Wiegand
University Libraries Faculty Publications
Promotion of services is something we discuss often in libraries; however, it is rare to find a comprehensive promotion plan for research services or any evaluation of promotional services beyond case studies of a specific promotion. How do we know where to place our time and efforts if we have not assessed how students learn about research services? In the 2015-2016 academic year, the Library Research Services department at the University of Northern Colorado Libraries set out to answer this question. Surveys were sent to individuals contacting a librarian for in-depth research assistance. The goal of this survey was to …
Consumer Responses In Sales To Multiple Media Advertising Exposures : The Impact Of Synergy Based On A Study Of Project Apollo Single Source Data, Leslie Wood
Legacy Theses & Dissertations (2009 - 2024)
The primary focus of this dissertation is to answer the question: how does exposure to advertising affect purchasing behavior, and in particular, how does synergy resulting from exposure to advertising in multiple media influence purchasing behavior? This is a critical piece of information in the business decision process of media planning. It determines which media to include in a media plan and how to allocate a limited budget across media in order to optimize the return on investment from advertising. This question has been studied in many ways since it has been a central question for the advertising industry for …