Advertising and Promotion Management Commons^™

Skilladdiction Business Plan, Taylor Louie

Honors Capstone Projects - All

Skill gaming is a type of online gaming in which people play fun, easy to learn, casual games, in a tournament setup - sometimes backed by small wagers, in attempt to win cash prizes. Launched in April, 2009, SkillAddiction (SA), now host to over 54,000 customers across more than 150 countries, brings people together to compete in any of their favorite casual games, in which the outcome is predominantly based on the player's skill. SA has incorporated innovative features to set itself apart from competitors, such as a virtual scavenger hunt, and interactive community features, and continues to develop the …

Library Marketing And Graphic Design, John M. Passa

Senior Honors Projects

As the University of RI moves into the new millennium, it has created its brand, “Think Big, We Do”. This brand requires different collaborative marketing strategies for different units within the university. Academic libraries provide intellectual products, consumed by a specific audience.

Marketing academic libraries entails a market analysis of the target audience, creating a strategic plan to address the library’s marketing audience, and designing a marketing instrument. The target audience of the University Libraries was identified as college students under the age of 25 because of academic requirements, cost of textual materials, and access to electronic resources. Using library …

Examining The Value Of Word Of Mouth As A Marketing Tool For Poker Book, Jeffery J. Hwang

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the spring of 2003, the poker world saw the launch of the World Poker Tour; that same May, an amateur poker player and online qualifier named Chris Moneymaker won the Main Event of the World Series of Poker and the $2.5 million first prize, demonstrating that virtually anyone can win at poker. The result of these two events was a “poker boom” that, by September 2005, had the two largest poker book publishers on the planet reporting ten-fold increases in sales. And yet, outside of their own company websites, most of the largest poker book publishers on the planet …

The Prevalence And Influence Of The Combination Of Humor And Violence In Super Bowl Commercials, Benjamin J. Blackford, James W. Gentry, Robert L. Harrison, Les Carlson

Department of Marketing: Faculty Publications

The growing concern over violence in the media has led to vast amounts of research examining the effects of violent media on viewers. An important subset of this research looks at how humor affects this relationship. While research has considered this subset in television programming, almost no research has explored this in the context of advertising. This paper builds on the little research that exists by examining the effects of combining humor and violence, as well as the theoretical approaches that underlie these effects. A content analysis is conducted to identify the prevalence of violence, humor, and the combination of …

Brand Creation Vs. Acquisition In Portfolio Expansion Strategy, Randle D. Raggio, Yana Damoiseau, William C. Black

Marketing Faculty Publications

Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion?

Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of influence: the market, firm, and brand portfolio. Using 125 brand acquisitions and creations for 22 firms between 2001 and 2007, the model is tested using logistic regression to determine which factors significantly influence brand portfolio expansion strategy and whether they encourage acquisition or creation.

Findings – Significant factors were found at the market and firm levels, with competitive intensity of …