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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 ...


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, Tommy Hsu, Leona Tam Sep 2017

The Effects Of Message Claim Type On Comparative Advertising, 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 ...


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 ...


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


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 ...


#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 ...


The Interaction Of Involvement, Message Framing, And Brand-Cause Fit In A Cause-Related Marketing Context, Jessica L. Kosak May 2017

The Interaction Of Involvement, Message Framing, And Brand-Cause Fit In A Cause-Related Marketing Context, Jessica L. Kosak

Senior Honors Projects

Over the past few years, cause-related marketing has become a prevalent aspect of brand building in many businesses. Cause-related marketing (CRM) can be defined as “a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit” (Pringle & Thompson, 1999, pg.1). The key word in this definition is “strategic” because a brand must think strategically about which cause they want to associate with their brand in order to differentiate their brand and be relevant to consumers. In today’s world, consumers want to have a connection and feel confident ...


Changefest: Creating Significant Positive Change In Just One Day, Elana Rivkin May 2017

Changefest: Creating Significant Positive Change In Just One Day, Elana Rivkin

Senior Honors Projects

Upon getting involved with, and eventually becoming the President of, the student organization, Thrive, I felt a spark of innovation within me. Thrive is an entrepreneurial organization centered around helping students create socially impactful projects. While each member initially worked on their own individual projects, we capitalized on the connections and resources we had mutually to create something bigger than ourselves as a group. That is where the idea for ChangeFest came about. ChangeFest is a day-long event where students have the power to make substantial change on their campuses. Many college students lack the intrinsic motivation to push themselves ...


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 ...


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 ...


Lcw Marketing Newsletter Volume 7 Issue 1, Touro College Lander College For Women, Lander College For Women May 2017

Lcw Marketing Newsletter Volume 7 Issue 1, Touro College Lander College For Women, Lander College For Women

Yearbooks and Newsletters

No abstract provided.


Bilingual (Spanish-English) Marketing As A Catalyst For Cultural Awareness: The Effect On Parents In The Toy Market, Margo K. Bailey May 2017

Bilingual (Spanish-English) Marketing As A Catalyst For Cultural Awareness: The Effect On Parents In The Toy Market, Margo K. Bailey

Honors Scholar Theses

Due to globalization, multinational companies are increasingly cognizant of the language used in marketing materials. The growing Hispanic population in the U.S. and the increasing desire to learn and consume English in Spain makes marketers think twice about how they use language. This research is multi-method, using in-depth interviews and an experiment to learn more about how languages are used in advertisements to target monolingual and bilingual consumers within a country, and how consumers respond to monolingual and bilinguals advertisements.

I started by interviewing two marketing managers with experience in bilingual advertising in various media to better understand their ...


Branding And Visual Promotion, Lauren Looney Apr 2017

Branding And Visual Promotion, Lauren Looney

Honors Theses AY 16/17

Branding and visual promotion are two key components for a business that can strengthen its stance in the marketplace. This paper looks specifically into how branding and visual promotion, and how that relates to the visual merchandiser, in Laramie, Wyoming. It will also explore how small businesses become successful based on Laramie business owners’ perspective and the unique view they offer to visual merchandising in a small college town.

This research started with businesses in downtown Laramie and, after choosing a few businesses, the researcher designed three display windows downtown. After designing and implementing these windows, the owners or managers ...


The Free-Play Tax Deduction Debate: How Academic Research Can Help, Anthony F. Lucas, Katherine Spilde Apr 2017

The Free-Play Tax Deduction Debate: How Academic Research Can Help, Anthony F. Lucas, Katherine Spilde

UNLV Gaming Research & Review Journal

Free-play is the primary play incentive for slot players in many jurisdictions, with some campaigns eclipsing $50 million in annual redemptions. The efficacy of these incentives remains questionable at best, creating some contentious tax policy issues. Operators want to deduct the face value of these offers from taxable gaming win, based in part on the assumption that they expand the tax base; however, many regulators and taxing authorities question this claim. Any failure to fully recover redeemed free-play creates a deduction that is partially funded by tax payers. Arguments on both sides of this complex tax policy issue are thoroughly ...


The Importance Of Branding In Small Businesses, Amber J. Rabie Apr 2017

The Importance Of Branding In Small Businesses, Amber J. Rabie

Senior Honors Theses

Abstract

The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh goods ...