Business Commons^™

Should Donation Ads Include Happy Victim Images? The Moderating Role Of Regulatory Focus, Yael Zemack-Rugar, Sona Klucarova

Marketing & Entrepreneurship Faculty Publications

We examine how victim imagery interacts with ad messaging’s regulatory focus to determine the effectiveness of donation appeals. We predict and show that ads that combine a happy victim image with a promotion-focused message uniquely increase donation intentions. We demonstrate that this occurs because the combination of promotion-focused messaging, which makes gain goals salient, and a happy victim image, which signals gains are occurring, increases consumers’ perceived response efficacy. Four studies test the interaction of victim imagery and regulatory focus showing the predicted effect. We also test the mediating role of perceived response efficacy and rule out several alternative explanations. …

When Beauty Is The Beast: The Effects Of Beauty Propaganda On Female Consumers, Savannah Greenfield

Theses/Capstones/Creative Projects

Women are faced with a constant barrage of advertisements every day and the subliminal messages that come with this visual assault. These messages are influenced by years of sexism and oversexualization in the media, and shape the actions of female consumers. This investigation reviews three existing studies that demonstrate the negative effects of beauty advertisements on women. These effects are then studied through the lens of female consumer behavior to evaluate women’s motivations in continuing to buy beauty products. A link between negative effects and consumer motivations is discussed to reveal the harsh grip of sexism on the beauty and …

Studying Abroad: A Travel Campaign, Flora Lindsay

Senior Honors Projects, 2010-2019

This project displays the steps taken in order to create a successful marketing campaign for the Center for Global Engagement at James Madison University. It explores the history of studying abroad, its perceived benefits, concerns, and existing marketing strategies. The client is studied in depth in order to create a SWOT analysis of its current state. From this research a creative strategy statement is created to better understand the target audience, competition and strategies for the campaign. The campaign idea then comes to life in the deliverables to be used by the client for marketing efforts.

Effects Of Marketing Communication Capabilities On The Link Between Corporate Social Responsibility On Firm Value, Yonghee Kim

Asia Marketing Journal

An increasing number of studies have examined the effects of corporate social responsibility (CSR) activities on corporate financial performance (CFP) in the service industry. However, the extant literature does not provide comprehensive insights into the conditions on which the CSR–CFP link relies. In this study, firms’ marketing communication capability (MCC) is introduced as an important contingency variable, which determines the effects of CSR on the corporate financial performance, in the context of restaurant businesses. Multiple year data on the spending of public restaurant chains on different media are collected, and MCC is subsequently measured using the data envelope analysis. Then, …

Americans, Marketers, And The Internet: 1999-2012, Joseph Turow, Amy Bleakley, John Bracken, Michael X. Delli Carpini, Nora A. Draper, Lauren Feldman, Nathaniel Good, Jens Grossklags, Michael Hennessy, Chris Jay Hoofnagle, Rowan Howard-Williams, Jennifer King, Su Li, Kimberly Meltzer, Deirdre K. Mulligan, Lilach Nir

Chris Jay Hoofnagle

This is a collection of the reports on the Annenberg national surveys that explored Americans' knowledge and opinions about the new digital-marketing world that was becoming part of their lives. So far we’ve released seven reports on the subject, in 1999, 2000, 2003, 2005, 2009, 2010, and 2012. The reports raised or deepened a range of provocative topics that have become part of public, policy, and industry discourse. In addition to these reports, I’ve included three journal articles — from I/S, New Media & Society and the Journal of Consumer Affairs — that synthesize some of the findings and place …

Advertising Appeals And Willingness To Pay For A Music Streaming Service, Katharine Baird

Undergraduate Honors Thesis Collection

Even with the rise of music streaming services, illegal downloads are costing the music industry $2.7 billion per year. The purpose of this study is to determine what types of advertising appeals will be most effective at enhancing the willingness to pay for a streaming service, thereby decreasing music piracy. This study examined college students’ willingness to pay for, willingness to recommend, interest in, and affective reaction to a music service after being exposed to a digital advertisement that employed either a rational, fear, or guilt appeal for a fictitious music streaming service. It was expected that music involvement, or …

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …