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Full-Text Articles in Advertising and Promotion Management

Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy Jan 2018

Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy

Walden Dissertations and Doctoral Studies

Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews ...


The Development Of A Wayfinding Smart Phone Application As A Large Healthcare Facility Investment Opportunity, Jessie Fortson Marshall Dec 2017

The Development Of A Wayfinding Smart Phone Application As A Large Healthcare Facility Investment Opportunity, Jessie Fortson Marshall

Doctoral Nursing Capstone Projects

Health care is a continually growing field. New hospitals are constantly being built, while older facilities are experiencing renovation and expansion. With this growth comes a set of difficulties for patients as they try to navigate through large, multi-building facilities. Most large facilities have multiple parking garages, numerous buildings, and medical towers with an unending number of floors. Patients are forced to rely on directional signage to find their destination that is often insufficient. Attempting to navigate through large facilities is often overwhelming for visitors leading to frustration and stress.

New technology has allowed a convenient solution to this problem ...


Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo Nov 2017

Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo

Atlantic Marketing Journal

The aim of this research was to understand better consumer reactions to donation requests when making point of purchase decisions. A between-subjects full factorial design manipulated product type (goods/services), consumption experience (frivolous/practical), and product/cause fit (strong/weak). In line with prior research (e.g., Chang, 2008; Savary et al, 2015; Strahilevitz & Myers, 1998), a scenario-based approach was employed to assess responses to the CRM manipulations. A total of 241 subjects participated in the study. Our results mirror extant research evidence on the positive effects of pairing frivolous products with donation requests. In that, positive donation behavior largely ...


Entrepreneurship Marketing In North Carolina’S Wine Industry, George D. Shows, Pia A. Albinsson, James E. Stoddard Nov 2017

Entrepreneurship Marketing In North Carolina’S Wine Industry, George D. Shows, Pia A. Albinsson, James E. Stoddard

Atlantic Marketing Journal

Entrepreneurial marketing seeks to create, communicate and deliver value to customers and manage customer relationships in ways that benefit the organization. This paper explores whether increased entrepreneurial marketing practices at North Carolina wineries can lead to enhanced winery performance. A web survey was delivered to N.C. wineries by email. The results suggest that winery customer intensity and innovation was positively related to winery satisfaction of winery performance. Also, innovation and value creation were found to be positively related to percentage sales change at wineries.


Couples Sleeping Apart--Separate Master Bedrooms And The Impact On The Real Estate And Related Markets, John E. Crawford Nov 2017

Couples Sleeping Apart--Separate Master Bedrooms And The Impact On The Real Estate And Related Markets, John E. Crawford

Atlantic Marketing Journal

Sleeping is a fundamental individual human need. However, most adults fulfill this need by sleeping with a partner, a behavior particularly true for married couples. A trend of couples choosing to sleep apart has emerged in recent years. For reasons practical and personally beneficial or preferred, a growing number of couples are choosing to have a home with two master bedrooms--one for him and one for her, each furnished according to the needs and tastes of the partners. Thus, some homes are being built with two master bedrooms, others are being modified to have two master bedrooms, and new empty ...


Do Investors Value Comparative Ads? The Effects Of Comparative Advertising On Stock Returns, Tommy Hsu Nov 2017

Do Investors Value Comparative Ads? The Effects Of Comparative Advertising On Stock Returns, Tommy Hsu

Atlantic Marketing Journal

Comparative advertising has been more widely used in the United States. However, based on research that has been done in the past, the effectiveness of comparative advertising is still a controversial argument even though it is generally believed that comparative advertising is more effective than non-comparative advertising. Previous studies have been mainly focusing on the effects on consumer behavior. This study tries to fill the research gap to emphasize on the effects from investors’ perspectives. Therefore, the effect of comparative advertising on stock returns is investigated. Also, since many American firms are doing business in other countries and begin advertising ...


The Narcissistic Salesperson: A Framework Of Their Relationships With Job Satisfaction, Organizational Commitment, And Customer Orientation, J. Garry Smith Nov 2017

The Narcissistic Salesperson: A Framework Of Their Relationships With Job Satisfaction, Organizational Commitment, And Customer Orientation, J. Garry Smith

Atlantic Marketing Journal

Narcissistic salespersons can have detrimental effects on customer relationships and voluntary turnover. These impediments to organizational effectiveness occur through their relationships with customers, coworkers, supervisors, and the organization. Conversely, narcissistic salespersons also possess some attractive salesperson characteristics such as charm, resilience, confidence, competitiveness, and initial likeability. In this paper, I draw from the psychology, marketing, sales, and organizational literatures to develop a conceptual framework which illustrates the relationships of narcissistic salespersons with customers and critical job-related attitudes that affect their relationship with the organization. Specifically, this framework contains empirically testable proposed relationships between narcissism and the following specific outcomes of ...


Structural Factors Affecting Marketing At Wmu, Joe Vanderbos Oct 2017

Structural Factors Affecting Marketing At Wmu, Joe Vanderbos

Academic Leadership Academy

This capstone project started with a goal of answering two questions: 1) What structural barriers do WMU staff perceive to prevent the university from creating a more unified, responsive approach to marketing? 2) What organizational structure would lead to a more unified, responsive approach to marketing at WMU?


"(Don’T You) Wish You Were Here?”: Narcissism, Envy And Sharing Of Travel Photos Through Social Media: An Extended Abstract, David G. Taylor Oct 2017

"(Don’T You) Wish You Were Here?”: Narcissism, Envy And Sharing Of Travel Photos Through Social Media: An Extended Abstract, David G. Taylor

David G. Taylor

Consumers are increasingly relying on user-generated content on social media for their awareness and subsequent decisions regarding travel destinations. This user-generated content – photos, comments, narratives and stories – is perceived by consumers to be more trustworthy and reliable compared to traditional sources of tourism information. ). Thus, understanding consumer motivations for sharing their travel through social media may provide tremendous advantage for tourism marketers.


Male Breadwinner Ideology And The Inclination To Establish Market Relationships: Model Development Using Data From Germany And A Mixed-Methods Research Strategy, Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz Ii, James W. Gentry Sep 2017

Male Breadwinner Ideology And The Inclination To Establish Market Relationships: Model Development Using Data From Germany And A Mixed-Methods Research Strategy, Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz Ii, James W. Gentry

Clifford J Shultz

A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and ...


Jual Kursi Kantor Murah Surabaya, Milenia Furniture Sep 2017

Jual Kursi Kantor Murah Surabaya, Milenia Furniture

Milenia Furniture

Jual Kursi Kantor Murah Surabaya | Peralatan furniture kantor yang anda butuhkan untuk kenyamanan anda bekerja salah satunya kursi. kinerja kerja anda di kantor akan sangat di butuhkan, sehingga menginginkan kantor anda mensuport kinerja anda menjadi baik.

Kursi Kantor Surabaya yang baik anda gunakan adalah kursi yang membuat anda nyaman untuk bekerja dan untuk mengerjakan tugas anda agar semua yang di kerjakan dapat selesai dengan baik. Jika kursi yang anda gunakan tidak membuat anda nyaman maka akan bisa menyebabkan kinerja kerja anda menjadi tidak konsentrasi dan kerjaan yang sedang di lakukan akan menjadi tidak baik dan tidak dengan yang anda inginkan ...


Targeted Advertising, Platform Competition And Privacy, Henk L.M. Kox, Bas Straathof, Gijsbert Zwart Sep 2017

Targeted Advertising, Platform Competition And Privacy, Henk L.M. Kox, Bas Straathof, Gijsbert Zwart

Henk LM Kox

Targeted advertising can benefit consumers through lower prices for access to websites. Yet, if consumers dislike that websites collect their personal information, their welfare may go down. We study competition for consumers between websites that can show targeted advertisements. We find that more targeting increases competition and reduces the websites’ profits, but yet in equilibrium websites choose maximum targeting as they cannot credibly commit to low targeting. A privacy protection policy can be beneficial for both consumers and websites. If consumers are heterogeneous in their concerns for privacy, a policy that allows choice between two levels of privacy will be ...


The Effects Of Message Claim Type On Comparative Advertising (Pp. 1-2), Tommy Hsu, Leona Tam Sep 2017

The Effects Of Message Claim Type On Comparative Advertising (Pp. 1-2), Tommy Hsu, Leona Tam

Atlantic Marketing Association Proceedings

No abstract provided.


Virtual Reality As A Promotional Tool: Insights From A Consumer Travel Fair, Mary O'Rawe, Alex Gibson Sep 2017

Virtual Reality As A Promotional Tool: Insights From A Consumer Travel Fair, Mary O'Rawe, Alex Gibson

Books / Book chapters

Although the potential of virtual reality (VR) as a technology in tourism has been recognised for more than twenty years, (Horan, 1996; Williams and Hobson, 1995), we have witnessed a renewed interest in both academic and business circles recently (Jung, tom Dieck, Lee, & Chung, 2016). From a marketing perspective, VR offers the potential to build a sensory experience of a tourism destination or attraction, and can be used in sales contexts to complement, or indeed, supplant traditional promotional tools such as brochures. The immersive nature of the experience offers a deeper and more emotional assessment of the tourist offering from ...


The Importance Of Search Engine Optimisation, Singapore Management University Jul 2017

The Importance Of Search Engine Optimisation, Singapore Management University

Perspectives@SMU

Good SEO is a business necessity in the Digital Age but not everyone needs in-house SEO expertise; sometimes it makes more sense to hire an agency


Organic Wine: The Influence Of Biospheric, Altruistic, And Egoistic Values On Purchase Intention, Willingness To Pay More, And Willingness To Sacrifice, Imran Rahman Phd, Dennis Reynolds Phd Jul 2017

Organic Wine: The Influence Of Biospheric, Altruistic, And Egoistic Values On Purchase Intention, Willingness To Pay More, And Willingness To Sacrifice, Imran Rahman Phd, Dennis Reynolds Phd

International Journal of Hospitality Beverage Management

This study developed a conceptual framework for understanding consumers’ behavioral intentions regarding the purchase of organic wine. Based on Schwartz’s values theory, using Stern’s nomenclature, in conjunction with social adaptation theory, altruism, and green signaling, we analyze the role of values in forming organic wine purchase intentions, the willingness to pay more to purchase organic wine, and the willingness to sacrifice quality to purchase organic wine. A self-report consumer survey, operationalized by structural equation modeling, revealed the significant influence of biospheric values on all three types of behavioral intentions. We could not establish significant support for altruistic values ...


Measuring What Matters: Exploring Student Motivations To Inform International Student Recruitment, Rebecca Lubitz Jul 2017

Measuring What Matters: Exploring Student Motivations To Inform International Student Recruitment, Rebecca Lubitz

Capstone Collection

Over the last decade, international students in the United States have surpassed the one million mark (Institute of International Education [IIE], 2016(a). Research found here highlights the goals and motivations of this growing constituency and examines factors that influence international students to choose educational experiences in the United States.

Two online surveys were distributed, one to international recruitment agents that work for UC Berkeley Extension, and another to international students. The paper examines survey responses along with existing research to offer data-driven theories on how international educators might more effectively approach student recruitment and program design. The research concluded ...


How Visual Communication Strategies, Brand Familiarity, And Personal Relevance Influence Instagram Users’ Responses To Brand Content, Lijie Zhou Jul 2017

How Visual Communication Strategies, Brand Familiarity, And Personal Relevance Influence Instagram Users’ Responses To Brand Content, Lijie Zhou

Dissertations

This study comprehensively investigated the effects of visual themes, visual perspective, personal relevance, and brand familiarity on brand constructions (attitude-toward-brand, brand love, brand respect, and three dimensions of brand image) on Instagram. The study consists of two parts. In Study 1, the main and interaction effects of visual design elements on individuals’ visual attentions, brand recognition, and attitude toward brands were examined by using a 4 (visual theme: customer-centric, employee-centric, product-centric, and non-branded) × 2 (view perspective: first-person view vs. third-person view) between-subject eye-tracking test. In Study 2, a 4 (visual theme: customer-centric, employee-centric, non-brand, and product-centric) ×2 (brand familiarity: familiar ...


Role Of Trust And Involvement In The Effectiveness Of Digital Third-Party Organization Endorsement, Liming Guan, Vishal Lala Jun 2017

Role Of Trust And Involvement In The Effectiveness Of Digital Third-Party Organization Endorsement, Liming Guan, Vishal Lala

Atlantic Marketing Journal

In this research, an online experiment was conducted to investigate the effect of the mere presence of digital third-party organization (TPO) endorsement and the quality of information conveyed by a digital TPO, referred to as the endorsement information value effect. Involvement and institution-based trust were tested as moderators of the endorsement information value effect. The results confirm the intuitive belief of managers that the mere presence of a digital TPO endorsement benefits websites by reducing risk perceptions, improving attitudes and increasing choice likelihood. The findings from this research revealed that effectiveness of digital TPO endorsement information value was contingent upon ...


A Fine Arts Marketing Elective: Justification Of Need And Proposed Course Content, Kimball P. Marshall Ph.D., Rene Desborde, Sharon Thach Jun 2017

A Fine Arts Marketing Elective: Justification Of Need And Proposed Course Content, Kimball P. Marshall Ph.D., Rene Desborde, Sharon Thach

Atlantic Marketing Journal

This paper explains the need for a marketing elective course that would address the business field of fine arts marketing with an emphasis on visual arts including painting in various media including drawings and print reproductions, photography, and sculpture. The proposed course would be intended for general business students, marketing majors, and fine arts majors. The paper first reviews the overall business impact of fine arts marketing from a global business and United States perspective. The paper then suggests major topics and readings that would be included in such a course and the order in which these topics might be ...


A Further Empirical Investigation Into The Semantic Meaning Of Advertising Price References, Jeffrey Gutenberg, James M. Quinn Jun 2017

A Further Empirical Investigation Into The Semantic Meaning Of Advertising Price References, Jeffrey Gutenberg, James M. Quinn

Atlantic Marketing Journal

Abstract This study extends a well-known investigation of the meaning to consumers of commonly used comparative advertising pricing claims (e.g. “compare at”) by employing a broader demographic representation of respondents than the student sample which was used in the original research. Large and statistically significant differences were found between the two groups of respondents yet the main implications for practitioners remain the same.


An Investigation Of Factors Influencing Consumer Responses To Health-Related Food Product Claims, Jean Darian, Louis A. Tucci, John Stanton, Stephen Baglione Jun 2017

An Investigation Of Factors Influencing Consumer Responses To Health-Related Food Product Claims, Jean Darian, Louis A. Tucci, John Stanton, Stephen Baglione

Atlantic Marketing Journal

Abstract – The purpose of this study was to investigate the ability of general versus specific health claims in increasing consumers’ likelihood to consume more fresh mushrooms. The sample was obtained from an Internet panel; and the sample was restricted to consumers of fresh mushrooms. The results indicate that specific health benefits claims are superior to general health benefit claims in influencing consumer purchase intentions


Marketing The Mountain State: A Large N Study Of User Engagement On Twitter, Kirk Richardson Jun 2017

Marketing The Mountain State: A Large N Study Of User Engagement On Twitter, Kirk Richardson

Capstone Projects – Politics and Government

Much of the evolving research on the use of social media in destination marketing emphasizes how information diffusion influences the reputational image of place. The present study uses Twitter data to focus on the relative differences in user engagement across discrete account types. Specifically, this is done to examine how the official destination marketing organization of Montana—the Montana Office of Tourism (MTOT)—performs relative to other account types. Several regression analyses conducted on Twitter data associated with an ongoing MTOT place branding campaign reveal that tweets sent from ‘official’ accounts are more likely to be retweeted, and are estimated ...


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 ...


Competing With Free: An Analysis Of The Effects Of Tennessee Promise On Freshman Enrollment In Four-Year Colleges And Universities, Vicki Clark Jun 2017

Competing With Free: An Analysis Of The Effects Of Tennessee Promise On Freshman Enrollment In Four-Year Colleges And Universities, Vicki Clark

Doctoral Dissertations and Projects

In 2014, Tennessee’s governor, Bill Haslam, introduced Tennessee Promise - legislation that enabled Tennessee high school and home school graduates to attend two years of tuition-free higher education at qualifying institutions. In the fall of 2015, Tennessee’s four-year colleges and universities experienced a significant decline in freshman enrollment. This quantitative descriptive study uses the theories of human capital, social capital, and marketing service theory to examine the impact of free tuition on the college choice. Four hundred twelve Tennessee Promise students answered survey questions, demonstrating the impact of Tennessee Promise funds on their decision to attend college and on ...


Impact Of Photo Angle On Food Perceptions And Evaluation, Austin B. Jacobs May 2017

Impact Of Photo Angle On Food Perceptions And Evaluation, Austin B. Jacobs

Undergraduate Honors Theses

Food photography is an increasingly popular phenomenon, especially on social media. There are over 215 million photos on Instagram with the hashtag “food.” There is a growing trend to showcase the food on social media, as both health and “food art” has become part of popular culture. The purpose of this project is to explore how the photo angle utilized in the image influences a number of consumer outcomes, including evaluations of the food itself, the company, and desire to interact with the image. Specifically, pictures of food commonly employ either a three-quarter downward looking angle (as if you were ...


The Pr Of Csr For The Casino Industry: A Review Of Challenging Corporate Social Responsibility: Lessons For Public Relations From The Casino Industry, Andrew B. Gustafson May 2017

The Pr Of Csr For The Casino Industry: A Review Of Challenging Corporate Social Responsibility: Lessons For Public Relations From The Casino Industry, Andrew B. Gustafson

UNLV Gaming Research & Review Journal

This is a review of Jessalynn Strauss' recent book, Challenging Corporate Social Responsibility: Lessons for Public Relations from the Casino Industry. Through an analysis of Casino’s CSR practices, Strauss raises some serious concerns about this alignment between CSR and PR, and provides reasons to doubt whether SCR done for strategic bottom line interests rather than purely ethical reasons will consistently accomplish what the casinos set out to achieve.


One Hundred Dollars Now Or A Half Million Dollars Later?, Phuong Nguyen, Dr. Sheila Goins May 2017

One Hundred Dollars Now Or A Half Million Dollars Later?, Phuong Nguyen, Dr. Sheila Goins

Celebration of Learning

Most people do not think about retirement savings early enough and miss years of compound interest earnings. According to Investopedia, the average 55-64 year old American has approximately $104,000 in retirement savings, which translates into $310 income per month. The prospect of millions of seniors living well below the poverty level is not ideal. The purpose of our study is to determine if different methods of envisioning the future can prompt millennials to increase their savings early in life. Land-use management experts use a “backcasting” approach to generate future scenarios that enable planners to easily identify strategies to achieve ...


Senior Business Seminar Proposal, Alex C. Mcgrainer May 2017

Senior Business Seminar Proposal, Alex C. Mcgrainer

Senior Honors Projects

How could a single idea increase the value of a university’s college of business? My project aims to do this through the successful implementation of a single class. It addresses some of the most important factors that current and prospective students should consider while they undergo their college searches, such as the post-graduation employment rate and starting salary across majors of interest.

My inspiration for the topic came from students struggling to find a job. I realized that every year around March, they would begin to suffer due to the self-inflicted pressure of being unemployed after commencement. I immediately ...