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Articles 1 - 18 of 18
Full-Text Articles in Advertising and Promotion Management
A Study On Rebranding Strategies, Megan Bryant
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 …
Money, Morals, And Human Rights: Commercial Influences In The Marketing, Branding, And Fundraising Of Amnesty International And Human Rights Watch, Danielle Morgan
Money, Morals, And Human Rights: Commercial Influences In The Marketing, Branding, And Fundraising Of Amnesty International And Human Rights Watch, Danielle Morgan
Electronic Thesis and Dissertation Repository
This thesis explores the marketing, branding, and fundraising activities of Amnesty International and Human Rights Watch and critically examines promotional texts used to communicate with the public. This thesis is multidisciplinary, combining scholarly work on the topics of history, humanitarianism, marketing, branding, commercialization, representation, and consumer culture. By adopting market logic and corporate strategies from the private sector, both organizations have increased revenue and created a strong identifiable brand. Each organization attempts to balance between the moral foundation or grassroots origins of the organization and the need to raise immediate revenue to sustain operations. This money-morals dilemma is also at …
Sign- It's For Ksyou!, Amy Thompson
Sign- It's For Ksyou!, Amy Thompson
Library Marketing Materials
Sign template for "It's For KSYou!" marketing campaign for Horace W. Sturgis Library.
Does Social Media Affect Consumer Decision-Making?, Patarawadee Sema
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 …
Shreddz A Clothing Brand: Creating A Marketing Plan Through Social Media And Traditional Marketing Research, Hannah Endres
Shreddz A Clothing Brand: Creating A Marketing Plan Through Social Media And Traditional Marketing Research, Hannah Endres
Journalism
The following research is dedicated to working with the clothing brand Shreddz to analyze marketing data and create a marketing strategy. Using scholarly findings as a literature source this campaign will help develop a direction to relaunch the Shreddz brand. Analyzing the diffusion theory will determine how people process and accept new information. Different forms of marketing including branding, social media and guerilla marketing will be used in trial form to gather data to present to the clothing company. The effectiveness of each trial will be measured in order to supply Shreddz with a new strategy. All of the trials …
Coke’S Secret Ingredient: The Power Of Storytelling, Singapore Management University
Coke’S Secret Ingredient: The Power Of Storytelling, Singapore Management University
Perspectives@SMU
Coca-Cola was a product developed during the manufacturing era of the second industrial revolution. In its 120-year history, the world has changed. How does Coca-Cola compete and stay relevant in the 21st century with technology brands like Google and Facebook dominating people’s attention? According to Leonardo O’Grady, Director ASEAN Integrated Marketing & Communications, Coca-Cola Asia Pacific, the key to success is engaging the market with great story-telling.
Is Advertising To Teenagers Ethical? Media’S Influence On Body Image And Behavior, Stephanie Lemire
Is Advertising To Teenagers Ethical? Media’S Influence On Body Image And Behavior, Stephanie Lemire
Honors Projects in Marketing
An examination of the ethics involved in advertising to adolescents. Specifically, a content analysis and survey research was conducted dealing with how television commercials and magazine advertisements targeted towards males ultimately affect female body image and behavior. The content analysis consisted of Axe Body Spray advertisements, as well as Sports Illustrated: Swimsuit Edition. Findings of survey research include increased body monitoring as a result of exposure to advertisements. Implications and future opportunities are discussed.
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
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 …
Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen
Masters Theses
Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …
The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca
The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca
Journalism
No abstract provided.
Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin
Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin
Oscar T McKnight Ph.D.
No sport enjoys more popularity in the USA than football. However, not every college can fill their stadium. This study examined spectator typology and college football attendance. Four typologies emerged as well as a chronology of expectations for game events. Presented is PUNT a sport marketing strategy to increase football game attendance.
Why The Dog Ate My Newspaper!, Singapore Management University
Why The Dog Ate My Newspaper!, Singapore Management University
Perspectives@SMU
Singapore Press Holdings (SPH) rolls out its ‘Peel and Taste’ campaign. Multi-sensory marketing campaigns — which integrate at least one of the five senses into the marketing programme — are here to stay in the marketing industry, says Geoff Tan, SPH’s senior vice president and head of Strategic Marketing, of the trend which could see readers (or the family dog retrieving the paper) getting a taste of newly-launched food products in their favourite newspaper.
East Bay Coalition For The Homeless: Branding Study And Marketing Strategy, Michele Abramowitz, Leah Barwise, Marissa Berardi, Alyssa Brangi, Megan Breault, Matthew Connolly, Daniel Czasonis, Lauren Dranoff, Hillary Dutton, Victoria Fernandez, Ross Fitzgerald, Matthew Grossbard, Holly Hancock, Anker Johansen, Karlene Kiskinis, Erynne Landry, Amanda Lingg, Christopher O'Keefe, Shane Parcel, Lisa Reddy, Matthew Silva, Anthony Summa, Kathleen Micken, Kelsey Alexander, Morgan Barresse, Jacqueline Bole, Cindy Brenner, Phuong Ha Bui, Samantha Cloutier, Christine Couto, Kaitlyn Lauer, Christina Micela, David Milano, Kyle Palmer, Rebecca Quigley, Alexa Roberto, Gabriela Sanchez-Vega, Margaret Sullivan, Laura Walter, Courtney Way, Alan Williams, Cody Young, Alan Cutting, Arnold Robinson
East Bay Coalition For The Homeless: Branding Study And Marketing Strategy, Michele Abramowitz, Leah Barwise, Marissa Berardi, Alyssa Brangi, Megan Breault, Matthew Connolly, Daniel Czasonis, Lauren Dranoff, Hillary Dutton, Victoria Fernandez, Ross Fitzgerald, Matthew Grossbard, Holly Hancock, Anker Johansen, Karlene Kiskinis, Erynne Landry, Amanda Lingg, Christopher O'Keefe, Shane Parcel, Lisa Reddy, Matthew Silva, Anthony Summa, Kathleen Micken, Kelsey Alexander, Morgan Barresse, Jacqueline Bole, Cindy Brenner, Phuong Ha Bui, Samantha Cloutier, Christine Couto, Kaitlyn Lauer, Christina Micela, David Milano, Kyle Palmer, Rebecca Quigley, Alexa Roberto, Gabriela Sanchez-Vega, Margaret Sullivan, Laura Walter, Courtney Way, Alan Williams, Cody Young, Alan Cutting, Arnold Robinson
Business
There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons.
Community Preparatory School: 2013-2014 Public Relations Plan, Liz Gallagher, John Tateossian, Max Dowgiallo, Cory Kadlik, Victoria Isenstein, Spencer Gossy, Pat Holland, Arnold Robinson
Community Preparatory School: 2013-2014 Public Relations Plan, Liz Gallagher, John Tateossian, Max Dowgiallo, Cory Kadlik, Victoria Isenstein, Spencer Gossy, Pat Holland, Arnold Robinson
Marketing and Communications
Community Prep sends out seasonal newsletters during fall, winter, spring, and summer of each year that promote recent activities in school, discuss recent events, profile important donors, and give updates on alumni’s successes. These newsletters are sent out in the mail, and are also accessible on Community Prep’s website. Each newsletter comes in one color, with black and white photographs, and has a readable and attractive layout. Email updates have similar information, but sometimes have embedded videos, and provide links to a site where donations can be made or tickets can be bought for future events.
The Baptist Church In Warren: Marketing Plan To Increase Public Awareness, Arnold Robinson
The Baptist Church In Warren: Marketing Plan To Increase Public Awareness, Arnold Robinson
Marketing and Communications
Videos from nonprofits can feature “call-to-action” overlays to facilitate that action. Visitors can click on these overlays to visit the Church’s website. See the “YouTube Nonprofit Program” section to the right for more information about this option.
The Use Of Fear Appeals To Communicate Public Health Messages, Katie Mcsweeney, Simon Stephens
The Use Of Fear Appeals To Communicate Public Health Messages, Katie Mcsweeney, Simon Stephens
Irish Business Journal
This paper provides an insight into the use of fear appeals to communicate a public health message. A fear appeal is a means of persuasion that threatens the audience with a negative, physical, psychological, and/or social consequence that is likely to occur if they engage in a particular behaviour. This paper explores: the effectiveness of fear appeals; the impact gender and age have on the effectiveness of a fear appeals; and ethical concerns relating to fear appeal advertising. This study comprises a two stage data collection process: focus groups and depth interviews. Firstly, two focus groups were conducted. The participants …
How Minority Sporting Organisations In Ireland Are Promoting And Growing Their Sports Using Social Media: A Public Relations Perspective., Peter Lucey
Theses
The aim of this research study was to explore how minority sports organisations in Ireland are using social media to effectively grow and promote their sport. The researcher has analysed how these organisations are currently making use of social media and how it has benefited them in their operations. Relevant secondary literature was studied in depth along with the primary research methods that were used for this study. The research methodology used by the researcher constituted elements of both quantitative and qualitative analyses. Interviews and questionnaires made up the main research tools in addition to an action research approach as …
Affixing The Service Mark: Reconsidering The Rise Of An Oxymoron, Peter J. Karol
Affixing The Service Mark: Reconsidering The Rise Of An Oxymoron, Peter J. Karol
Law Faculty Scholarship
This article explores the deep and to date unacknowledged contradictions underlying service marks (trademarks used in connection with services rather than goods). Namely, the Lanham Act statutorily mandates treating trademarks the “same” as service marks; yet it simultaneously loosens requirements for proving service mark “use” by allowing mere advertising to substantiate service mark rights. This shortcut is not permitted with trademarks as such. As a result of this imbalance, sophisticated trademark practitioners may now quickly secure vast service mark rights for clients in ways not available for trademarks.
To better understand current service mark practice, and the above contradictions, the …