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Full-Text Articles in Business
How Close Is Too Close? Location-‐Based Advertising, Linda T. Bond, Kasi Dickerson, Joey Stepniewski, Toure Mccoy
How Close Is Too Close? Location-‐Based Advertising, Linda T. Bond, Kasi Dickerson, Joey Stepniewski, Toure Mccoy
Bright Ideas Conference
Location-based advertising (LBA) is on the cutting edge of technological innovation. By employing GPS technology, LBA finds consumers, responds to what they are doing and follows them wherever they go. This study defines LBA and examines the strengths, weaknesses, threats and opportunities. The SWOT analysis showed innovation and expansion of location-based advertising and established that the strengths and opportunities far outweighed the weaknesses and threats. However, the concern for privacy is a constant throughout all discussions of LBA.
Utilization Of Social Media In Marketing Classes, Charlotte Allen
Utilization Of Social Media In Marketing Classes, Charlotte Allen
Bright Ideas Conference
The goal of this paper is to highlight how instructors may integrate the different social media into various marketing classes. The paper will address the major social networks, and then follow with discussions of microblogging, media sites, and social gaming. Given that there is a great deal of research highlighting the effectiveness of utilizing social media in academic classes, this paper focuses on providing practical guidance as to how social media could be integrated into the classroom, homework, and project experience.
Rugged & Exciting: Examining The Personality Of A Mixed Martial Arts Brand, Jason D. Reese
Rugged & Exciting: Examining The Personality Of A Mixed Martial Arts Brand, Jason D. Reese
Bright Ideas Conference
The purpose of this study was two-‐fold: (a) to iden4fy the brand personality associated with a mixed mar4al arts (MMA) brand, and (b) compare perceived brand personality dimensions among different consumer groups. There is a paucity of literature that assesses brand personality and MMA. This study was the first to apply the five dimensions of brand personality presented by Aaker (1997) to the Ul4mate Figh4ng Championships brand. In order to compare brand personali4es based on involvement, there must be an understanding of involvement and its concepts as well as the history of the sport. Three hypotheses regarding high and low …