Advertising and Promotion Management Commons^™

Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim

Association of Marketing Theory and Practice Proceedings 2024

This study examines the impact of celebrity and social media influencer endorsements on the dietary choices of African Americans, a group disproportionately affected by obesity and diabetes. It focuses on the role of limited access to healthy foods in impoverished communities and cultural influences. Using the source credibility model, the research assesses endorsements based on the endorser's attractiveness, expertise, and trustworthiness. The methodology involves a two-step approach: conducting semi-structured interviews with African American students to understand perceptions of food-related celebrity endorsements, followed by an experimental design using eye-tracking and galvanic skin response (GSR) technology. This design will evaluate reactions to …

Beyond The Pixelated Mirror: Understanding Avatar Identity And Its Impact On In-Game Advertising And Consumer Behavior, Kyle Coble, Jay Ratican, James Hutson

Faculty Scholarship

This article examines the complex dynamics between avatars and in-game advertising, probing how virtual representations influence consumer behavior within digital environments. It delves into the psychological interplay between self-perception and avatar embodiment, suggesting that while younger users may treat avatars as accessories showcasing personal interests, adults tend to opt for idealized selves, affecting their interaction with and responsiveness to virtual marketing. The study contemplates the avatar’s function as both a consumer and influencer in the expanding metaverse, considering the escalating integration of branded items in games. It also highlights potential shifts in consumption patterns as digital and physical realities converge. …

No Sex For Me: Female Influence And Power Through The Lens Of Hrotsvitha, Madison Patoto

Belmont University Research Symposium (BURS)

No Sex for Me: Female Influence and Power Through the Lens of Hrotsvitha

Madison Patoto

Male playwrights dominated the theatre world until Hrotsvitha, a German nun and playwright, broke the silence of The Dark Ages. She adapted the works of the ancient Roman playwright, Terence, with a more favorable depiction of faith and women. In the midst of a patriarchal world, Hrotsvitha explored the theme of sexuality through strong female characters who gained power and influence in a world that degraded them and considered them impotent. This essay dives into the main differences between Terence’s Roman secular views and Hrotsvitha’s …

Why Industry Professionals Should Care About Fandom, Abigail Minzer

Student Publications

A fandom is a community of people who share a common interest and interact with each other on the basis of that common interest. When a fandom comes together on the basis of a creative work, it allows a mutually beneficial relationship to form in which the fandom will eagerly consume existing content, allowing new content to be produced for their consumption. Thus, professionals in industries such as publishing, theater, and television and film should be aware of the integral role fandoms play in the consumption of their content and how to nurture fandoms through the means discussed in this …

The Art Of Branding, Allison Willrich

Whittier Scholars Program

The world is more visual-oriented than ever before, making a company’s logo a crucial factor in the success of branding as the logo serves as the first impression and visual indicator of the experience and value the brand will deliver. The purpose of this project is to better understand how people respond to brand design, and more specifically make judgments about the company based on the first impression they get from a logo. The brand of focus is The Habit, an American restaurant chain recognized for its excellence in product quality, but also has weaknesses in its overall brand negatively …

Spotify Streaming's Noteworthy Effects On Japan, Megan Atwell

Whittier Scholars Program

No abstract provided.

Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, Maya Dubois

Association of Marketing Theory and Practice Proceedings 2022

In this study, researchers will test to see the effects rainbow-washing has on consumers’ intent to purchase. Rainbow-washing is a new marketing technique in which companies implement different initiatives to appeal to the LGBTQ+ community while not genuinely investing in the community itself. To test if rainbow-washing is correlated to a consumer’s desire to purchase, a survey was distributed using nonprobability sampling to 38 participants. Of the sample, less than half identified as members of the target community (LGBTQ+). As a result, it was concluded there is no significance between consumer attitudes towards rainbow-washing and their intention to purchase. However, …

A Strategic Audit Of A24, Jackson Bartak

Honors Theses

A24 is an independent film production and distribution company founded in 2012. The company performs both duties for independent films as well as television programs, and a small portion of company revenue comes from merchandise it sells in an online kiosk. As of 2021, A24 had around 300 employees while maintaining a large catalog of movies and shows. Using a focus strategy, the company targets a more cultured audience for its unique (and sometimes outright bizarre) subject matter. To achieve this, A24 attempts to cast top B-list personnel both in acting and technical roles in order to corner its market. …

Learning From Experience: Sasah Communications Intern And Osborne Holdings Intern, Andrew Fullerton

SASAH 4th Year Capstone and Other Projects: Publications

I certainly learned about communications as a communications intern, and I certainly learned about copywriting as an intern copywriter at Osborne Holdings. However, what resonates the most with me a year after completing my experiential learning credits are not job-focused skills. Instead, what resonates the most with me are the things I learned about responsibility, valuing my skillset, and leadership.

As an intern with SASAH, I learned that communication is not just a skill; it is a responsibility. I learned this as I ran the SASAH Instagram page through a school year that was cut short because of the COVID-19 …

Internships At The Walrus And Hive Media Group, Reese Berlin Bromstein

SASAH 4th Year Capstone and Other Projects: Publications

This report will reflect upon my experiential learning experiences of interning at The Walrus and at Hive Media Group. The opportunity to work with a company as revolutionary as The Walrus and gain experience in the rapidly changing online publishing industry was an honour. I loved being a Digital Intern at The Walrus as it combined my passion for storytelling, interest in web development and production, and content strategy. I also loved working for Hive Media Group as a Mergers and Acquisitions Intern. M&A allowed me to work within a large ecosystem of sales, operations, and project management, and move …

Brand Personality And Sexuality Levels Of Luxury Advertisements, Alyssa Dana Adomaitis, Diana Saiki

Publications and Research

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products with limited research on its influence on the consumer. A sample of 1266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). The results indicated less sexuality in luxury advertisements was …

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

Click Here Now: The Impact Of Color And Size On Advertisements, Isabelle R. Fiore, Celia L. Hussar, Alexandra E. Lippincott, Kerry E. Ullman

Student Publications

Businesses and companies are always trying to find the most effective way to advertise their products to create higher click-through rates, increasing the intent to purchase, and consequently raising sales and revenue. This research examines the effect that several different design elements of an online advertisement have on the attitudes or behaviors of consumers. An online survey was sent out to students at Gettysburg College, consisting of pairs of advertisements differing either in color, hue, or size. Participants in the online survey were asked to click on the image that they preferred. All three of these categories had a significant …

(Un)Filtered Females: Exploring The Changing Representation Of Women In Cigarette Advertising, 1920-1940, Sophia Belyk

SASAH 4th Year Capstone and Other Projects: Publications

Throughout the first half of twentieth century, the act of smoking transitioned from being an exclusively male to a predominantly female practice. Indeed, by the end of the twentieth century merely being female was considered a serious risk to developing a smoking habit. This cultural shift is reflected in contemporary cigarette advertising, in which women begin as attractive accessories to male smokers and gradually become depicted as smoking independently. These advertisements were actively engaged with the social worlds of the women they targeted, drawing upon their contemporary concerns and values, namely those of women’s liberation and an increased attention placed …

Witnessing At Work When It's Taboo To Talk About Religion, Michael E. Cafferky

Faculty Works

This article explores an alternative to traditional approaches to evangelism in the workplace. it presents an approach based on using the language of business alone in conversations with coworkers, suppliers and customers. While it is often taboo to talk about religion in secular organizations, opportunities exist for believers to be not just silent witnesses but rather explicit verbal witnesses to Jesus Christ. Business conversations naturally present opportunities to champion the theological identity and character traits of Jesus Christ without mentioning his name.

Are Literary Agents (Really) Fiduciaries?, Jacqueline Lipton

Articles

2018 was a big year for “bad agents” in the publishing world. In July, children’s literature agent Danielle Smith was exposed for lying to her clients about submissions and publication offers. In December, major literary agency Donadio & Olson, which represented a number of bestselling authors, including Chuck Palahnuik (Fight Club), filed for bankruptcy in the wake of an accounting scandal involving their bookkeeper, Darin Webb. Webb had embezzled over $3 million of client funds. Around the same time, Australian literary agent Selwa Anthony lost a battle in the New South Wales Supreme Court involving royalties she owed to her …

Customer Satisfaction In Commercial Bank Of Sindh Province A Case Study Of Bank Al Falah, Liaquat Ali Rahoo Mr, Maryam Kalhoro, Qurat-Ul-Ain Abro

Library Philosophy and Practice (e-journal)

The main concern of a bank is customer satisfaction. Every bank strives to achieve customer satisfaction. A satisfied customer becomes the positive word of mouth for the bank. The purpose of this research is to find out customer satisfaction in commercial banks, particularly in Bank AL Falah. Data was collected through a questionnaire from 150 customers of Bank AL Falah in Hyderabad. Microsoft Excel was used for data analysis. The result concludes that customers perceive higher satisfaction, and the environment and commitment and behavior of staff with customers have a major impact on customer satisfaction.

Unfair Standards: Media Influence On The Fairness Paradigm In India, Sahana Heiderscheidt

Independent Study Project (ISP) Collection

This paper aims to study the fairness paradigm in India and how the media influences women’s perceptions of beauty. It aims to answer a main question: How does the media influence the cultural obsession with fairness and ultimately perpetuate a market for dysmorphic beauty ideals among women in India? The paper is structured to discuss three topics: How has fairness as a beauty ideal evolved? How does advertising and the film industry portray women? How do they influence young girls’ perceptions of beauty and self? While most studies have focused on college-educated, middle class women, this study focuses on women …

Basement Business 101, Alex Busch

SASAH 4th Year Capstone and Other Projects: Publications

For her Experiential Learning course, Alex designed a brochure to help new business owners effectively manage their new endeavours. Alex started her own small business of custom paintings of horses, and used her own business model to break down the process of starting a business into six steps with advice and detailed examples.

Creative Micro-Entrepreneurship In Practice: Exploring Digital Tools For Small Creative Businesses, Olivia Messina

Honors Scholar Theses

For the scope of this thesis, my focus is on independently owned businesses

run by “creative micro-entrepreneurs.” I’m using this term, coined by the digital

selling platform Etsy, to encompass artists, craftspeople, and others who sell artistic

goods and services they have made themselves. In addition to being part of this

community personally, I also think that it is important for these small businesses to

have the resources they need to thrive in our rapidly changing economy. Selling

online, clothing & accessories businesses, and cooking & baking businesses are

among the top 5 “side hustles” for Millennials, making creative small …

Project Based Learning Syllabus - Csusb Art Department Brand Identity Re-Design, Andrew Oakes

Q2S Enhancing Pedagogy

In this course and over the entire quarter you will be involved in a group project, which explores and aims to solve a real design and communication problem. As times have changed and the face of art and design has changed so has our perception of what art and design are, as well (and most importantly to you, “where do I fit in, and what skill sets will I need to be successful in this new creative workforce?) Three new studies show that the skills wanted by employers in the design related fields involve not only the hard skills like …

0852: James E. Casto Papers, Marshall University Special Collections

Guides to Manuscript Collections

This collection contains information of early Huntington, Charleston, Guyandotte, and surrounding area West Virginia businesses in the forms of advertisements, business letterhead, ink blotters, photographs, and publications. Items span from the mid-1880s to the mid-1980s.

To view materials from this collection that are digitized and available online, search the James E. Casto Papers here.

Creative Journal, Jenny Kim

Featured Student Work

This journal was created for the course Creative Thinking, taught by Iryna Molodecky. The journal is divided into parts, which focus on different aspects of creating, experiencing, and learning. This journal summarizes experiences or situations in detail, as well as the impact of those experiences and identifies what future actions these experiences have inspired. The journal was largely assessed on the reflection, insights, added value, and overall connection to the course content.

Redemption, Michael E. Cafferky

Faculty Works

This article reviews the biblical concept of redemption and explores its implications for business practice.

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 any …

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 decisions …

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

Senior Honors Theses

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 …

Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell

Senior Honors Theses

Cultivate Magazine’s purpose is to inspire and educate creative women in their business ventures. Furthermore, Cultivate serves as a catalyst for our readers’ business by featuring insightful interviews from other creative women and practical advice on how to run a successful creative business. In short, Cultivate’s target market is female creative business owners with occupations such as photographers, designers, writers, entrepreneurs, artists, and bloggers.

Who Pays For Music?, Meg Aman

Honors Projects in Management

The purpose of this capstone project was to determine the attributes of consumers that pay for music, specifically music streaming services. The recent decline in current individual track sales and the increase in the number of streamed songs, highlights the relevance of this topic. The increasing popularity in music streaming has caused much contreversy in the music industry. Many artists are unhappy with the low revenue they receive from songwriting royalties from these streaming services that offer a free platform. Artists are not the only ones who need consumers to pay for music, the music streaming sites that provide free …

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …