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Full-Text Articles in Business

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr May 2019

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-current

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.


When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe May 2019

When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe

Chancellor’s Honors Program Projects

No abstract provided.


No More, Monsanto. A Comprehensive Review Of The Most Hated Agriculture/Biotechnology/Chemical/Confectionery/Pharmaceutical Company In America., Gabrielle Robbins Mar 2019

No More, Monsanto. A Comprehensive Review Of The Most Hated Agriculture/Biotechnology/Chemical/Confectionery/Pharmaceutical Company In America., Gabrielle Robbins

Honors Theses, University of Nebraska-Lincoln

Since 1901, Monsanto's roots have held strong to its grip as a conglomerate in chemical, agriculture, and biotechnology industries. This creative project will deconstruct, investigate and strategically interpret the brand's history, logo, social responsibility and so much more of the good, bad and the ugly.


Native Advertising On Facebook And Twitter: A Content Analysis Of Sponsored Messages In User News Feeds, Cynthia B. Hanson Feb 2019

Native Advertising On Facebook And Twitter: A Content Analysis Of Sponsored Messages In User News Feeds, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.


Portrayals Of Hispanic Americans In Magazine Advertising: A 15-Year Analysis, Ivonne Torres Feb 2019

Portrayals Of Hispanic Americans In Magazine Advertising: A 15-Year Analysis, Ivonne Torres

Atlantic Marketing Association Proceedings

No abstract provided.


Family Influence, Advertising, And R&D: Implications For Firm Performance, Atanas N. Nikolov Aug 2018

Family Influence, Advertising, And R&D: Implications For Firm Performance, Atanas N. Nikolov

Journal of Global Business Insights

The literature on family firm performance has failed to conclusively link the impact of family influence on the financial market performance of public firms. The goal of this research is to address this gap by considering mechanisms through which founding family influence contributes to superior firm performance relative to non-family firms. This study links family influence in publicly-traded firms with firm performance in terms of both accounting (Return on Assets) and financial market (Buy-and-Hold-Abnormal-Returns) metrics. The findings support the argument that increased advertising and R&D focus in family influenced firms reflects a long-term oriented management strategy, consistent with decreased ...


When Beauty Is The Beast: The Effects Of Beauty Propaganda On Female Consumers, Savannah Greenfield Aug 2018

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 ...


Studying Abroad: A Travel Campaign, Flora Lindsay May 2018

Studying Abroad: A Travel Campaign, Flora Lindsay

Senior Honors Projects, 2010-current

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.


Elements Of Creativity: A Study Of The Dimensions That Make For An Effective Advertisement, Amanda Johnson May 2018

Elements Of Creativity: A Study Of The Dimensions That Make For An Effective Advertisement, Amanda Johnson

Senior Honors Theses

The advertising world is made up of many facets, such as creativity, networking, and thought leadership. At the center of these processes lies advertising creativity, a term used to describe an ad or element of an ad that is particularly novel and noteworthy. The contents of this thesis address the challenges academics and professionals have with establishing criteria to measure creativity, while considering the value of evaluating creative ability through a variety of processes. To do this, three case studies of award-winning advertisements were conducted in order to develop a profile of an effective ad. Results indicate that successfully creative ...


Advertising Appeals And Willingness To Pay For A Music Streaming Service, Katharine Baird Jan 2018

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 ...


Advertising And Disclosure: Do Firms Time Advertising During Disclosure Periods?, Yin Wang Jan 2018

Advertising And Disclosure: Do Firms Time Advertising During Disclosure Periods?, Yin Wang

Research Collection School Of Accountancy

Using a large sample of monthly advertising data, I examine whether U.S. firms use advertisingstrategically during disclosure periods. I find that firms schedule some advertising to appeararound their SEC 10-K, 10-Q filings and around their earnings announcements, consistent withadvertising being used to increase visibility and attract investor attention during disclosureperiods. This effect is stronger for firms reporting good news, for firms with high individualinvestor ownership, for firms in the retail industry, and for young firms. In addition, firmsincrease their advertising through media with broad target audiences and through business-toconsumer media around their disclosures (i.e. SEC 10-K, 10-Q filings ...


Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins Jan 2018

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 ...


Effective Strategies To Sustain Small Businesses In Rural Areas, Nicole A. Dobson Jan 2018

Effective Strategies To Sustain Small Businesses In Rural Areas, Nicole A. Dobson

Walden Dissertations and Doctoral Studies

Compared to their urban counterparts rural small businesses face unique socio-economic and environmental challenges including isolation, lack of resources, poverty, limited networks, and a smaller population of working age adults. The purpose of this qualitative case study was to explore effective strategies that rural small business managers have used to sustain a business in their area. The population for this study included a purposeful selection of 8 rural small businesses. Institutional theory served as the conceptual framework for this study. Data was collected using semi-structured face-to-face interviews of participants. The data was analyzed and coded by using a modified Van ...


Forging The Link: Hispanic Community's Impact On U.S. Businesses, Hope Steele Dec 2017

Forging The Link: Hispanic Community's Impact On U.S. Businesses, Hope Steele

Marriott Student Review

American businesses should forge a positive link with the Hispanic community.


What Do We Know About Corporate Social Responsibility Messaging?, John B. Ford Dec 2017

What Do We Know About Corporate Social Responsibility Messaging?, John B. Ford

Marketing Faculty Publications

As the number of submissions to the Journal of Advertising Research (JAR) continues to increase, the time has come for us to step up our peer-review process with the addition of a group of Associate Editors (AEs), who will be given oversight of manuscripts that match their areas of expertise.


Understanding And Connecting Cultures Within The World Of Advertising, Isabella Rahm Nov 2017

Understanding And Connecting Cultures Within The World Of Advertising, Isabella Rahm

SPICE: Student Perspectives on Institutions, Choices and Ethics

The advertising industry is a human enterprise at its core, constantly relying on and affecting human thoughts and behaviors. Advertisements for products and services reflect cultural messages and the values that shape our daily lives. This two-part article first offers a literature review of the effect of antismoking ads on teenagers’ behavior and attitudes towards smoking across Western, English-speaking societies within a cultural psychology framework. Then, it applies the themes from this literature review in presenting the results of a qualitative study exploring how employees at gyro, a business-to-business advertising agency, incorporate cultural thinking into their advertising process. Conclusions drawn ...


Product Shadows And Ad Evaluations, Nazuk Sharma Jun 2017

Product Shadows And Ad Evaluations, Nazuk Sharma

Graduate Theses and Dissertations

Prior research shows that stylistic ad manipulations (i.e., the style or manner in which product visuals are presented in an ad) impact consumer perceptions (Yang, Zhang and Peracchio 2010). This dissertation explores the impact of presence (versus absence) of a product’s shadow in the ad frame, as a visual stylistic manipulation influencing consumer ad perceptions. While many stylistic manipulations have been explored in the past, product shadows in how they impact ad perceptions have not been explored.

Drawing on a holistic understanding on object shadows from the visual art, cognition and psychophysics literature streams, this dissertation investigates how ...


Effective Methods Of Marketing An On-Campus Resource To College Students, Samantha Gary Jun 2017

Effective Methods Of Marketing An On-Campus Resource To College Students, Samantha Gary

Graphic Communication

The problem this research it attempting to solve is how to market an on-campus resource to college students. Through conducting surveys, gathering research, reviewing case studies, and analyzing data, the author has found that the answer is to not to segment college students by major. It is more effective to figure out what a typical students’ needs are and address them by providing a solution to their problems. By strategically placing printed posters around campus that capitalized on student’s needs for study breaks and outlets to tap in to their ideas, the author found that more students respond to ...


Marketing And Advertising For Small Business In Local Economies, Nathan Ross Jun 2017

Marketing And Advertising For Small Business In Local Economies, Nathan Ross

Graphic Communication

This paper analyzed traditional and current marketing and advertising strategies employed by small and local businesses. The research focused on understanding issues and struggles for small businesses in terms of marketing and advertising in order to develop and test a new strategy that was focused on a community event. The event was designed to assimilate successful aspects of current marketing plans into one that has low monetary risk, and little to no extra time investment for the business. A community was created by an art collective called Nomadic Artifacts which was the basis for a case study.

The “Arts & Music ...


Creative Advertising Portfolio, Hayley E. Sunderman May 2017

Creative Advertising Portfolio, Hayley E. Sunderman

Senior Honors Projects, 2010-current

Since I was a young child, all I wanted was to draw and write. I would compose entire binders of my artwork, as well as Microsoft Word documents of the beginnings of mystery novels. As I grew older, I let my self-doubt take over and I convinced myself that I was not talented enough to pursue any type of creative career path. I came into college as a Marketing major knowing that my future career options would be fairly vast. During my junior year, I realized my strong desire to work in creative advertising. Graphic design, copywriting, photography, videography, and ...


Exploring The Meaning Of Luxury To Gen Z, Lauren Mabuni May 2017

Exploring The Meaning Of Luxury To Gen Z, Lauren Mabuni

Honors Thesis

In an age when marketers are spending five times more to reach Millennials than all other demographics combined (Swant 2015), Generation Z, Millennials’ entrepreneurial and diverse younger siblings born from the mid-1990’s to 2010’s, are quietly becoming one of the of the most powerful consumer segments in the U.S. and around the world. Despite the fact that most brands are still clamoring for their piece of the Millennial pie, Generation Z is already influencing a staggering $829 billion in household spending in the U.S. alone (IBM 2017). Diverse, ambitious and predicted to account for 40% of ...


The Trends In Dtca And Effects Of Dtca By Pharmaceutical Firms In The United States, Sathorn Preechavuthinant, William K. Willis Drph, Alberto Coustasse Drph, Md, Mba May 2017

The Trends In Dtca And Effects Of Dtca By Pharmaceutical Firms In The United States, Sathorn Preechavuthinant, William K. Willis Drph, Alberto Coustasse Drph, Md, Mba

Alberto Coustasse, DrPH, MD, MBA, MPH

The Direct-to-Consumer Advertising (DTCA) of pharmaceutical firms has been defined as an attempt of pharmaceutical companies to advertise products directly to patients (comsumers). Pharmaceutical DTCA has been criticized due to its inappropriateness and some urged the need to strengthen regulations. The DTCA has an impact on the public from both a benefit and harm concern. The purpose of this study is to investigate the current trend of pharmaceutical DTCA in the US and its effect on patients, physicians, and drug utilization. The methodology used in the research is literature review and semi-structured interview. The pharmaceutical DTCA showed reduction in total ...


Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters May 2017

Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters

Undergraduate Honors Theses

This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.


Now Presenting: Uri Theatre, Allyson Schiller May 2017

Now Presenting: Uri Theatre, Allyson Schiller

Senior Honors Projects

Honors Project Abstract

In my years as a theatre student and practitioner, I have learned that the most creative people aren’t necessarily found center stage. For every actor taking a bow, there are numerous support staff who created the production that will bring actors acclaim. Without an audience, the work of these artists will remain unseen and unappreciated. Therefore, those who promote the performances are certainly an integral part of the theatrical process. Often referred to as “show business”, the ticket sales and revenue are essential to the health and well being of any theatrical organization. URI Theatre, like ...


A Changing Industry: An Analysis Of The Effects Of Direct-To-Consumer Advertising On The Insurance Industry, James Bonvicini May 2017

A Changing Industry: An Analysis Of The Effects Of Direct-To-Consumer Advertising On The Insurance Industry, James Bonvicini

Honors Scholar Theses

Direct-to-consumer selling is a shift in the strategies of many companies. As technology continues to play a prominent role in business, companies need to adapt to accommodate, and take advantage of, new opportunities that become available. Many insurance companies are now focusing on improving their direct-to-consumer selling efforts and attracting consumers with new online selling platforms. This thesis looks at the changes inside and outside of the industry that led to this direct method of selling and the impact that this has on the intermediaries in the industry, with a focus on property and casualty businesses. Additionally, this thesis takes ...


#Keepvolunteeringcool - A Marketing Analysis Of The Uri Service Corps, Caroline L. Hacunda May 2017

#Keepvolunteeringcool - A Marketing Analysis Of The Uri Service Corps, Caroline L. Hacunda

Senior Honors Projects

Since 2009, the University of Rhode Island has offered Alternative Spring Break trips to students who are passionate about service and want to become more involved within the community doing meaningful and engaging volunteer work. These trips are completely student planned and fundraised with the guidance of a group of student leaders for each trip. Over the years, this program has exponentially grown, leading to our biggest year yet with two trips staying in Rhode Island and three out of state trips offered in 2017. In the past, the spring break trips were hosted by URI S.A.V.E ...


Oral History Conversation With Jason Buys, Marguerite M. Wallace, Akira Bannai, Devon Parikh, Jason Mendes Apr 2017

Oral History Conversation With Jason Buys, Marguerite M. Wallace, Akira Bannai, Devon Parikh, Jason Mendes

Philosophy: All Student Work

This is an oral history conversation with Jay Buys.


Straight From The Horse's Mouth: An Examination Of Social Media Usage And Advertising Methodologies In The Sale Of Sporthorses, Michael Willham Apr 2017

Straight From The Horse's Mouth: An Examination Of Social Media Usage And Advertising Methodologies In The Sale Of Sporthorses, Michael Willham

Distinction Papers

This study discovered general market conditions as well as buyer and seller behavior in the sporthorse market for the disciplines of Dressage, Show Jumping, and Eventing. The efficient sale of sporthorses in these disciplines is equally as important of a consideration as the marketing and advertising decisions for any other product such as automobiles or electronics. Equids differ from regular products in that they typically have markedly higher inventory costs associated with the maintenance of holding onto a live animal. Therefore, it is arguably more imperative for businesses to determine the quickest and most efficient means to sell them. This ...


Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt Apr 2017

Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt

Masters Essays

The divide between advertising, marketing, and public relations has deteriorated over time, where each has a specific focus but no longer a particular correct way of reaching audiences. With the ever-growing presence of online social influencers, a new marketing practice known as influencer marketing has evolved, where brands connect with consumers in an authentic and meaningful way. Influencer marketing is a form of marketing that identifies and targets individuals through the influence of bloggers and their active voice. Research indicates how influence plays a role through social media to reach consumers. However, there is a gap in research when it ...


Avondale, Telfair Stockton, E V. Toomer Mar 2017

Avondale, Telfair Stockton, E V. Toomer

City and Regional Planning -- Florida

A copy of a brochure detailing Avondale history and real estate options. Likely from the 1920's