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Full-Text Articles in Business
Covid-19 & Broadway: A Comparative Analysis Of The Shifting Marketing Strategies Of Playbill And The Broadway League, Leah Gaffney
Covid-19 & Broadway: A Comparative Analysis Of The Shifting Marketing Strategies Of Playbill And The Broadway League, Leah Gaffney
Honors College Theses
On March 12th, 2020, all Broadway productions closed their theaters due to the declaration of the Covid-19 global pandemic. This shutdown led to companies in the Broadway industry transitioning to nontraditional marketing strategies. This paper will outline how the Covid-19 pandemic led to changes in strategic marketing decisions and compare the motivations of these decisions for two Broadway companies: Playbill and The Broadway League. Previous literature denotes changes to marketing strategies as a result of other historic events in the
industry, and current news sources provide industry insight into the campaign discussions.Primary research will be conducted through one-on-one structured interviews …
The Practically Perfect Tale As Old As Time: A Comparative Analysis Of The Branding Of Beauty And The Beast And Mary Poppins, Cayley Plotkin
The Practically Perfect Tale As Old As Time: A Comparative Analysis Of The Branding Of Beauty And The Beast And Mary Poppins, Cayley Plotkin
Honors College Theses
The Walt Disney company and all of its heavily branded mastermind keep much of its planning and strategy under wraps from the general public. Although it has been observed amongst fans and business people how Disney markets their products and what their strategy looks like, it has not been compared between two similar projects that have followed the same strategic path. This paper will examine and compare the branding strategies of “Beauty and the Beast” and “Mary Poppins” from screen to stage and back to the screen again in hopes to better understand why one title may take in more …
Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck
Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck
Cornerstone 3 Reports : Interdisciplinary Informatics
No abstract provided.
Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck
Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck
Cornerstone 3 Reports : Interdisciplinary Informatics
No abstract provided.
Behavioral Lab For Conducting Experiments In Marketing And Psychology, Vishal Lala, Richard Velayo, Stephen Salbod, Weihua Niu
Behavioral Lab For Conducting Experiments In Marketing And Psychology, Vishal Lala, Richard Velayo, Stephen Salbod, Weihua Niu
Cornerstone 3 Reports : Interdisciplinary Informatics
No abstract provided.
The Consumption Of Concepts: The Hedonic And Utilitarian Effects Of Perceived Interactivity On The Consumption Of Digital Information, Colleen P. Kirk, Jennifer Thomas, Larry Chiagouris
The Consumption Of Concepts: The Hedonic And Utilitarian Effects Of Perceived Interactivity On The Consumption Of Digital Information, Colleen P. Kirk, Jennifer Thomas, Larry Chiagouris
Cornerstone 3 Reports : Interdisciplinary Informatics
No abstract provided.
Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh
Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh
Honors College Theses
The purposes of this article is to first review the literature on gender differences in advertising then explore areas that are important in today’s online environment including differences in the various areas of online experience and behavior such as shopping, privacy issues, internet usage, use of website, and new media and user generated content considerations. I will also look at online advertising particularly, online video ads and banner ads. I will attempt to show through research that there are differences that exist among the genders, which also translate to the online environment and specifically in the various areas of experience …