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Full-Text Articles in Business
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr
Honors Projects in Marketing
The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …
Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola
Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola
Experience Industry Management
Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …
Leveraging Technology Through Crowdfunding To Ease Barriers Of Entry Into The Marketplace, Amye Melton, Terry Damron, Vikkie Mccarthy, William Rupp
Leveraging Technology Through Crowdfunding To Ease Barriers Of Entry Into The Marketplace, Amye Melton, Terry Damron, Vikkie Mccarthy, William Rupp
International Journal of Applied Management and Technology
Small businesses and entrepreneurs face barriers to entering new markets, such as access to capital. Crowdfunding is one method for financing new ventures. The purpose of this article is to explore how crowdfunding can ease barriers of entry into new markets. Drawing from strategic management, planning, marketing, and technology acceptance literature, we present a conceptual model to explain the use of crowdfunding by small businesses and entrepreneurs. Factors that impact individuals’ propensity to utilize crowdfunding as a source of capital include ease of use, intention to use, attitudes toward use, and effectiveness.
Central Coast Creamery Marketing Pamphlet, Camille E. Silvera
Central Coast Creamery Marketing Pamphlet, Camille E. Silvera
Agricultural Education and Communication
The author researched how to create an efficient pamphlet to effectively market and promote Central Coast Creamery's new catering services.
Loans And Marketing Guarantees In Athlete Agent Recruiting: Why They Are Ill-Advised Under Agency Law And Attorney Ethics Regulations Principles, Joshua Lens
Texas A&M Law Review
Athlete agents use various means to recruit prospective clients. Controversial yet common methods include offering loans and marketing guarantees to prospective clients. In each transaction, the agent provides his client with money, in some cases amounting to millions of dollars. The agent typically expects repayment of the loan whereas the marketing guarantee is an advance on future marketing income that the agent will arrange for the athlete. While both National Football League Players Association (“NFLPA”) agent regulations and state athlete agent laws prohibit agents from offering inducements to prospective clients, neither authority considers loans or marketing guarantees illicit or prohibits …
Advertising And Marketing Communications, Aswin Thomas
Advertising And Marketing Communications, Aswin Thomas
Creative Thinking: Theory and Practice
Creativity in Advertising and Marketing Communications
Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan
Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan
Student Publications
This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …
Viewing The Covid-19 Resilient Skincare Market Through A Sociohistorical Lens: The Patterning Of Conspicuous Consumption Mediated By Marketing, Siren Chen
Senior Projects Fall 2020
The Chinese skincare market distinguishes itself with an inelastic consumer demand during the COVID-19 pandemic. This project employs the endogenous preferences economic framework and a sociohistorical lens to analyze the social forces that sustain the resilient beauty market. Through setting up a socially embedded framework for economic analysis, this project highlights the active role of marketers, which are omitted in mainstream economics, in fostering a bond between consumers and skincare products. With a comparative analysis of both the colonial and the COVID-19 pandemic contexts, this project demonstrates how marketers connect consumers to skincare products through reference to the system of …