Business Commons^™

An Experiment In Testing Advertising Levels By Measuring Natural Test Market Variation, Michael Latta

Atlantic Marketing Journal

A field experiment utilizing a new experimental approach to measuring advertising exposure which provides a range of levels of exposure was conducted in eight main test market and eight fringe cities for a global Fortune 500 company consumer durable product. The results showed: a) targeted rating points of advertising delivered are strongly related to advertising effectiveness, and b) this effect is attributable to advertising level and to whether the members of the target audience live close to or far from the broadcast source.

Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry

Atlantic Marketing Journal

While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Court has left untouched a California Supreme Court ruling of significance to marketers in their efforts to use advertising and public relations to offset what they view as unfair criticism. The case, Kasky v. Nike, stems from 1995 accusations that athletic footwear and apparel manufacturer Nike exploited and abused employees in Asian sweatshops. Through advertising and public relations efforts, Nike denied the claims. In 1998, Californian Mark Kasky sued, claiming Nike’s denials violated laws regarding unfair competition and false advertising and, because the denials were …

The Impact Of Message Sequencing In The New Product Introduction Process: Boosting Message Retention And Its Impact On Product Attitude, Bobi Ivanov, Kimberly A. Parker, Jeanetta D. Sims, Chan Yun Yoo

Atlantic Marketing Journal

This study focused on providing a more nuanced understanding of the message retention-attitude (cognition-affect) relationship in new product introductions. Using advertising and publicity as independent and combined promotional tools, this study aims to determine an effective approach to strengthen the retention-attitude relationship as well as the level of new product information retention and, through it, the attitude toward the product. To that end, a two-phase experiment was conducted involving 423 participants. The results revealed that publicity, compared to advertising, in general, was a more effective strategy in boosting retention and that the publicity-publicity sequence strategy was the most effective in …

December 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

The Good Ol’ Boy Decline: 8 Tips to Help Women

Take Over the C-Suite Vickie Milazzo argues that

every coporation can benefit from a touch of estrogen

and the feminine qualities associated with it. The

almost constant changes to the way we communicate,

interact, innovate, and do business are setting up an

opportunity-filled future for women. . . . . . . . . . . . . . . 9

Knowledge ISN’T Power: How to Stop Gathering

Info, Weighing the Evidence, Chasing New Ideas….

and Just Execute Already! Moran and Lennington’s

new book, “The 12 Week …

A Study On Rebranding Strategies, Megan Bryant

Graphic Communication

This project is a study on rebranding strategies. Companies go through a rebrand to change their strategy and direction. Many companies succeed by going through these processes, while many others fail.

In addition to extensive research on past company rebrands, a questionnaire was conducted on a sample of 25 individuals of various ages about their experiences with brands and rebranding in order to compare their responses with actual company decisions.

Participants provided insight on their own personal behaviors, decisions, and perceptions about brands and purchasing products. The study concluded that, on average, quality was more important than price in almost …

Ethical Relationship Between Stakeholders And Stockholders And Their Moral Rights On The Corporation Differences, Besnik Skenderi, Diamanta Skenderi

UBT International Conference

This paper is about ethical relationship between stakeholders and stockholders and their moral rights on the corporation. In a first part of this assignment author had provided a short description regarding costumer’s rights and he had discussed different situations where customers and corporates are interacting. In this assignment author is suggesting that the exchange between the two must be voluntary and that consumers and customers have right to be properly informed for purchased products. Another discussed topic is advertisement that is closely linked with moral values and beliefs of shareholders. Regarding the ethics of owners and managers, author is raising …

October 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

How to Address Rampant Employee

Disengagement? Recognized Human Equity

Gallup poll shows that most American workers

either hate their job or don't care one way

or the other about them. Trevor Wilson says

it's time to focus on individual's strengths

in the on-going search for the best talent. . . . . . . . . . . . . . . . . . . 6

Your Customers Are Smarter Than You and

Three Other Awkward …

Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler

College of Journalism and Mass Communications: Faculty Publications

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …

September 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

Are You Creating a Culture of Exile? Five

Warning Signs Your Employees May Lack a Vital

Sense of Belonging Christine Comaford explains

why belonging is such a powerful human drive and

offers tips on what you can do to foster it. . . . . . . . . . 6

How to Handle Embezzlement in the Family

Business Embezzlement in a family business is

not as uncommon as many of us would like to think.

Many factors lead to embezzlement, including

chronic financial strain, a general sense of family

entitlement, lack of internal company controls, and …

The Process Of Social Media Migration Among Young Professionals: A Grounded Theory, Maria Hermosa, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

The purpose of this study was to develop a theory that explains the process of social media migration among young professionals. The theoretical propositions that emerged from this qualitative study explain how different causal, intervening, and contextual conditions interact with and affect the phenomenon of social media migration. Internal and external pressures have an effect on young professionals’ decision to join new social media sites while abandoning others. Intervening and contextual conditions provide specific circumstances in which social media migration might occur. Integrating useful and organizational features to ease the use of social networks were important strategies in the process …

August 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

The Summertime Tune-up As the days grow

longer and warmer, small business owners might

want to be careful about taking it too easy during the

summer months. Bill McBean says that now is the

time to work smarter, not harder, and gives tips on

why you should do a summertime check-up on your

business. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

‘Jetson’-Age Tools Click With Big-Event Planners

Ann Windham shares …

Does Social Media Affect Consumer Decision-Making?, Patarawadee Sema

MBA Student Scholarship

Does social media affect consumer decision-making? Social media becomes an important communication tool that people use to connect to other people or organization. People use social media to share their experiences, reviews, information, advice, warnings, tips and/or any kind of issues that are interesting to their “connection” or friends. That information is a helpful source, which may influence consumer’s decision-making. Most of studies showed that people use information on social media as the guideline for their future purchase or planning their future trip. Also, social media is used as an advertising for the marketer. Marketers take this advantage and create …

July 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

Who Gets Dad’s Office? 5 Tips for Family

Business Succession Planning When it comes

to business succession planning, one thing is

certain: Most family business leaders don’t do

it, they don’t do it well, or they wait to do it until

it’s too late. As you plan your company’s future

leadership, keep the points in mind as outlined

by Lois Lang. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Lost Sales Leads: 4 Common …

June 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

5 Habits of Successful Social Media Managers

In 2013, 62% of companies will increase

investment in social media and 38% will increase

investment in social management systems. Consider

five habits of successful social media managers and

adopt them as your own. . . . . . . . . . . . . . . . . . . . . . . 9

Three Keys to Successful Crisis Management

Why do some organizations come out of crisis

with enhanced reputations while others may not

even survive as a business? Lucien Canton outlines

three keys to successful …

May 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

How to Spot Business Opportunity in

Tomorrow’s Economy To succeed, company

leaders must not only be able to innovate, they

must recognize opportunity and ensure they’re

posed to seize it. G. Michael Maddock gives

tips for getting there. . . . . . . . . . . . . . . . . . . . . . . . . . 9

Get More Done in 12 Weeks Than Most Do in

12 Months Brian Moran outlines the path to

accomplish the things you desire in life. The

barrier standing between you and the life …

April 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

Prepare for the Inevitable: The Four Cornerstones

of Career Insurance Dr. Marty Martin outlines the

four cornerstones of Career Insurance; the organizing

framework for putting together your own personal

Career Insurance plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Is Google+ Better for Business Than Facebook

or Twitter? Facebook continues to go through selfimposed

changes that are seeing mixed responses from

longtime users and now Google+ may be the new kid

when …

Reactions Of Generation Y To Luxury Hotel Twitter Promotions, Katherine M. Woods

Honors Theses and Capstones

Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks (Merriam-Webster, 2013). Social media marketing refers to the process of gaining website traffic or attention through social media sites (Evans, 2008). In today’s society, social media refers mainly to websites including (but not limited to) Facebook, Twitter, LinkedIn, and Google+. The most popular and fastest growing of these social media venues is Twitter. Twitter was founded in 2006 by Jack Dorsey, Evan Williams, and Biz Stone. Since 2006, almost 200 million users across the globe …

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …

Hill, J. Murray, Sr., 1891-1961 (Sc 963), Manuscripts & Folklife Archives

MSS Finding Aids

Finding aid and scans (Click on "Additional Files" below) for Manuscripts Small Collection 963. Letters, 1918, written by prominent Bowling Green, Kentucky, businessmen, attesting to the good character and competencies of J. Murray Hill, Sr. Also Warren Rural Electric Cooperative Corporation, Bowling Green, stock certificate, 1942.

Effects Of Sample Taste-Testing On Gluten Free Awareness And The Likelihood To Purchase Udi’S Gluten Free Products On Cal Poly San Luis Obispo’S Campus, Kylee Anne Gibson

Agribusiness

Celiac disease is becoming an increasingly recognized autoimmune pathology of the intestine caused by permanent intolerance to gluten (Niewinski 2008). For those with Celiac disease, or gluten intolerance, gluten-free foods are hard to come by, especially on college campuses. Eating gluten free products has positive health effects on numerous diseases. It has been shown that eating gluten free foods can help alleviate symptoms of numerous diseases such as ADHD, autism, and type 2 diabetes (UDI’s Gluten Free website 2012). Throughout the past few years, more gluten free companies have been advocating to promote their products on college campuses for people …

March 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

Would George and Honest Abe Make It in

Today’s Business World? Joseph Callaway believes

the answer is yes. He states that if they showed up in

2013 and truly lived up to their reputations, they

would find themselves in huge demand. . . . . . . . . . . . 7

Make Your Sales Team an Elite Sales Force

Creating an elite group of salespeople involves

much more than placing a help wanted ad on a job

board. It requires a specific hiring process that

attracts only the best of the best. . . . …

Once More With Feeling …The Art Of Wooing The Public, Singapore Management University

Perspectives@SMU

Public relations is an art, declares Rose Tan, the doyenne of Singapore’s own sports public relations industry. And although it’s changing rapidly as communications cross multiple platforms, it’s still something that needs to come from the heart.

Fletcher And Company - Covington, Kentucky (Sc 662), Manuscripts & Folklife Archives

MSS Finding Aids

Finding aid and scan (Click on "additional files" below) for Manuscripts Small Collection 662. Advertising letter mailed from the office of Fletcher and Company, general lottery agents, Covington, Kentucky, offering 16 tickets on the “Royal Havana or Cuba Plan Lottery” for $10.00.

February 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

How to Reject Bad Ideas….Without People

Rejecting You! Curt Wang tells us the key to

your success is to learn to reject or redirect bad

ideas in a thoughtful, positive and more collaborative

way. He gives us six tips to consider. . . . . . . . . . . . . . 9

Traditional Job Descriptions Don’t Attract Top

Talent A recent research study identified the 10

biggest mistakes companies make when hiring. The

study included over 130 companies ranging in size

from Fortune 500 to mid-size privately held

organizations. . . . . . …

A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos

Association of Marketing Theory and Practice Proceedings 2013

Intensity of LinkedIn usage is examined by business type: Fortune 200, INC 200, and Fortune 200 Non-profit. The study of approximately 600 organizations finds, contrary to expectations, that non-profits and small businesses utilize the features of LinkedIn significantly less in intensity than large businesses. An eleven factor intensity model is presented and tested to evaluate intensity of usage among the three study groups. This study concludes that SMBs and non-profits need to better utilize the features of LinkedIn to better enable their organizational goals.

Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman

Association of Marketing Theory and Practice Proceedings 2013

This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising …

January 2013, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

Consider Buying Your Office Space,

Expert Advises Small Business Owning your

workplace is a path toward long-term wealth—

one that doesn’t reply on constantly bringing in

new income, says Chris Hurn. Usually after

about three to six years of operation, companies

should look into property ownership. . . . . . . . . . . . . . 5

The End of China’s Economic Marvel The

UCLA Anderson Forecast concluded that a hard

landing for China would be very difficult to avoid. . . . 13

Top 10 Tips for Running a Great Meeting

In order …

An Examination Of Attitudes Toward Sexualized Advertising In Las Vegas, Ashley Crisp, Alexis Kennedy

McNair Poster Presentations

This study explores the attitudes of college-level criminal justice students as to their perception of sexualized advertising in Las Vegas, and if these attitudes have any correlation with the participant’s length of residency. The study also correlates college-level student’s attitudes toward sexualized advertising and how religious they rate themselves. Female participants who lived in Las Vegas for 5 years or more on average agreed advertisements in Las Vegas are too sexualized. In contrast, female participants who were either born in Las Vegas or lived there less than 5 years neither agreed nor disagreed that advertising was too sexualized. As for …

Indigenous Identity In The Nation Brand: Tension And Inconsistency In A Nation's Tourism Advertising Campaigns, Alan Pomering

Faculty of Business - Papers (Archive)

The purpose of this paper is to discuss one nation's attempts at tourism branding in which elements of Indigenous identity featured as a key element of the brand, arguably impairing persuasion results. The methodology follows a qualitative and interpretivist approach. A recent tourism advertising campaign for Australia is described; observations are made regarding Indigenous Australian identity in relation to the broader national identity; recent international tourist arrival trends are discussed; and connections between this triad are proposed. The campaign under study is also compared with proximate campaigns. The study raises questions about tapping a contested national identity for tourism branding …

Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble

Faculty of Business - Papers (Archive)

Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion.

Design/methodology/approach: A 2x2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia.

Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not.

Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and …