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Articles 1 - 30 of 71
Full-Text Articles in Advertising and Promotion Management
Nipomo Toys For Tots Drive Public Relations Campaign: To Gain Media Coverage For Holiday Toy Donations And The Third Annual Toys For Tots Benefit Golf Tournament, Jessa Squellati
Journalism
This research and documentation is an analysis and instructive guide for conducting a public relations campaign to promote the Nipomo Toys for Tots Drive. This campaign places emphasis on the importance of publicity to successfully gain toy donations and awareness for the Toys for Tots cause. With the recent downturn of the economy, the media will be instrumental in furthering the Toys for Tots mission and purpose to collect an estimated 3,000 toy donations for Nipomo children (newborns to 16 years of age). Although the 2008 Nipomo Toys for Tots Drive was successful without the presence of media coverage, the …
Marketing Japanese Products In The Context Of Chinese Nationalism, Hongmei Li
Marketing Japanese Products In The Context Of Chinese Nationalism, Hongmei Li
Hongmei Li
This paper examines the rise of consumer nationalism in China through an in-depth analysis of two recent controversial Japanese ad campaigns. I situate the analysis in the sociopolitical and cultural contexts of contemporary China. I argue that Japanese producers shoulder a particular burden of history as expressed in consumer nationalism, which is a combination of the production and reproduction of Japanese imperial history, the construction of Chinese identity, the expression of dissatisfaction toward the Chinese government and consumerist ethos in the context of globalization. The Internet has become a crucial space that organizes Chinese consumer nationalism and enables consumers to …
Source-Message-Receiver In Integrated Marketing Communication: A Study Of U.S. Institutional Advancement, Sharee Leblanc Broussard
Source-Message-Receiver In Integrated Marketing Communication: A Study Of U.S. Institutional Advancement, Sharee Leblanc Broussard
Dissertations
Because integrated marketing communication (IMC) research has traditionally been problematic, this study used an existing scale to determine that higher educational institutional advancement (alumni, marketing-communications, development) is an appropriate venue to study the process model. Responses from practitioners representing every department within advancement, every regional accrediting body and each of the baccalaureate to doctoral Carnegie Classification levels indicated the IMC process model is both understood and its tenets practiced by practitioners at all sizes and levels of institution. The study was of interest to the practitioners as more than half of the respondents requested a copy of the results. Additionally, …
Interactive Print - The Application Of Synergy To Restore And Enhance The Value Of Print, Amy Mcgiven, Jeanne Ngo
Interactive Print - The Application Of Synergy To Restore And Enhance The Value Of Print, Amy Mcgiven, Jeanne Ngo
Graphic Communication
With the emergence and increasing role of technology in today’s society, many questions are raised about what is the future of print. This study set out to research the term “interactive print,” which, for the purposes of this study, includes Personalized Uniform Resource Locator (PURL), GossRSVP, Radio Frequency Identification (RFID), and other sources of technology that refer an end consumer to online sources via print.
This report was written in order to research the current trends and knowledge in the industry as it relates to interactive print technologies, as well as to foresee the role of interactive print in the …
Simpler Packaging, Tomiko Oden
Simpler Packaging, Tomiko Oden
Graphic Communication
This project explains how product packaging is become more "green", and thus more simple. Packaging needs to go beyond just simplifying materials and graphics - it needs to create a simpler process in order to reduce wasted time, energy, and resources.
Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo
Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo
Marketing Faculty Publications
The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers' behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered.
Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney
Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney
Business Faculty Articles and Research
This article relies on advertising and persuasive communications theories to uncover persistent variations in investor response to television stock recommendations targeting naive investors. The authors use an event study methodology to determine the size of the next-day abnormal market reaction to recommendations on Mad Money with Jim Cramer. Although viewers are actively looking for recommendations, the results show that any individual recommendation is still subject to many of the same communication challenges as traditional advertisements. A regression analysis finds that traditional advertising variables, such as message length, recency-primacy effects, information clutter, and source credibility, influence the size of the market …
Finance Flies High: How Unilever Redesigned The Finance Function To Build Brand Value And Drive Growth, Barbara M. Tarasovich, Bridget Lyons
Finance Flies High: How Unilever Redesigned The Finance Function To Build Brand Value And Drive Growth, Barbara M. Tarasovich, Bridget Lyons
WCBT Faculty Publications
Unilever's finance team played a key role in the success of their brands. The company achieved its fourth consecutive year of accelerating organic sales growth from less than 0.5% in 2004 to more than 7% in 2008, according to Jim Lawrence, Unilever's CFO. Its strategy is to focus on volume growth and strengthening the competitive position of the company's brands. In this article, the authors examine how the finance function at Unilever was redesigned to deliver the firm's strategic goals, including an emphasis on volume growth and competitive position of its brands. Beginning in 2005, the finance team at Unilever …
Differential Reliance On Feelings In The Present Vs. The Future (Or Past): Affect As A Decision Making System Of The Present, Hanwen Hannah Chang, Michel Tuan Pham
Differential Reliance On Feelings In The Present Vs. The Future (Or Past): Affect As A Decision Making System Of The Present, Hanwen Hannah Chang, Michel Tuan Pham
Research Collection Lee Kong Chian School Of Business
We posit that compared to the cognitive system, the affective system of judgment and decision making is relatively more engaged in the present. Specifically, we hypothesize that even if their accessibility is held constant, affective feelings are weighted more heavily in consumer judgments and decisions set in the present than in equivalent judgments and decisions set in the future or in the past. Consistent with this proposition, results from six experiments show that (a) compared to a more distant future, a nearer future increases consumers’ relative preferences for options that are superior in terms of integral affect over options that …
Should You Launch A Fighter Brand?, Mark Ritson
Should You Launch A Fighter Brand?, Mark Ritson
Mark Ritson
Everything you ever need to answer the question - should you launch a fighter brand to take on (and out) low cost competition
Benefits Of Continuing Professional Development In The Visual Communications Sector In Ireland, Con Kennedy
Benefits Of Continuing Professional Development In The Visual Communications Sector In Ireland, Con Kennedy
Other resources
This research is concerned with identifying the benefits of Continuous Professional Development for the Visual Communications sector in Ireland, with the aim of establishing what benefits exist for both the employee and employer. Research is undertaken to identify CPD programmes that currently exist in other industries in Ireland for the purpose of establishing commonalities and how this may apply to the Visual Communications sector. This is achieved through a combination of literature review, desk research, surveys of employees and employers in the Visual Communications sector and a number of semi-formal interviews with representatives from various industry sectors with established CPD …
Privacy Concern And Online Personalization: The Moderating Effects Of Information Control And Compensation, David G. Taylor, Donna F. Davis, Ravi Jillapalli
Privacy Concern And Online Personalization: The Moderating Effects Of Information Control And Compensation, David G. Taylor, Donna F. Davis, Ravi Jillapalli
WCBT Faculty Publications
Firms have at their disposal an increasing amount of personal information about consumers gathered through various means. Studies find that personalizing online interactions improves customer relationships and increases desirable behaviors, such as positive word-of-mouth and increased purchase intent. However, other research suggests that the use of personal information stimulates privacy concern, which has a negative effect on behavior. This study examines potential moderators of the negative effects of privacy concern on behavioral intentions in the context of personalized online interactions. Results show that increasing perceived information control reduces the negative effect of privacy concern on behavioral intentions. In contrast, the …
Middletown Loses Childrens Science Center, Melanie Shapiro Esq, Donna M. Hughes Dr.
Middletown Loses Childrens Science Center, Melanie Shapiro Esq, Donna M. Hughes Dr.
Donna M. Hughes
Take Pride In America In Southern Nevada: Quarterly Progress Report, Period Covering April 6, 2009 – July 5, 2009, Margaret N. Rees
Take Pride In America In Southern Nevada: Quarterly Progress Report, Period Covering April 6, 2009 – July 5, 2009, Margaret N. Rees
Anti-littering Programs
- Exploratory development of an adopt-a-block program was initiated to address the litter and desert dumping problems that exist in the urban-public land interfaces throughout Clark County began.
- Draft of SNAP recycling feasibility report was completed.
- Preliminary field data form was revised for GIS database project.
- Phase III media campaign began.
- Ten clean-up events were conducted this quarter.
- The team provided 534 cubic yards of roll-off space for clean-ups.
Analysis Of Boys Hope Girls Hope Of Nevada, Andrea Sundberg, Brad Giles, Cedric Pittman, Imelda Delatorre, Rebbeca Morris Fridley
Analysis Of Boys Hope Girls Hope Of Nevada, Andrea Sundberg, Brad Giles, Cedric Pittman, Imelda Delatorre, Rebbeca Morris Fridley
UNLV Theses, Dissertations, Professional Papers, and Capstones
One of the most important components of any business is the ability to effectively market the organization. Marketing is critical in shaping the public's knowledge of services offered and how an organization distinguishes itself from other organizations within a community. This type of recognition ultimately affects an organization's sustainability. To effectively conduct outreach and create an effective marketing strategy nonprofit organizations are increasingly becoming reliant on volunteers to meet these missions. With nonprofit organizations taking on larger caseloads with limited staff, organizations are becoming more reliant on volunteers, which include the Board of Directors, to assist in marketing and fundraising. …
A Brand New Bond: Shifting Strategies For 007 In The Age Of Conglomeration And Convergence, Katherine C. Skophammer
A Brand New Bond: Shifting Strategies For 007 In The Age Of Conglomeration And Convergence, Katherine C. Skophammer
Institute for the Humanities Theses
Financial success would seem to be the logical goal of the film industry. If the current narrative formula reaps financial rewards for a film franchise there should be no impetus for change. Yet, that is exactly what happened to the James Bond franchise in 2006, with the release of the prequel Casino Royale. Sony Corporation and the Bond film :franchise traversed similar paths. In 2005, Sony purchased MGM, which held the Bond library as well as the rights to future Bond film productions.
Sony's industrial needs differed greatly from MGM's. MGM continually recycled the Bond formula for 20 films …
An Ethnographic Study Of The Media Consumption Habits Of Registered Nurses In The Chicago Designated Market Area (Dma), Sherri L. Ter Molen
An Ethnographic Study Of The Media Consumption Habits Of Registered Nurses In The Chicago Designated Market Area (Dma), Sherri L. Ter Molen
Sherri L. Ter Molen
Because there has been a nursing shortage for the past decade and because the competition between employers for experienced registered nurses is fierce, I utilized archival quantitative data from a syndicated advertising database known as The Media Audit, quantitative data I collected from 100 surveys, qualitative data that I collected from 15 interviews, and qualitative data that I collected during 20 hours of observations in hospital cafeterias and nearby restaurants to discover how RNs use media, whether or not they share these media as an occupational co-culture, & their attitudes toward recruitment advertising in these media. This study draws upon …
The Role And Growth Of Celebritization In Presidential Campaign Coverage, Johnathan Bradford Long
The Role And Growth Of Celebritization In Presidential Campaign Coverage, Johnathan Bradford Long
Honors Theses
The thesis covers the growing role of entertainment and celebrity-style news in the domain of hard presidential campaign television news coverage. Having done prior research on such entertainment news outlets as E! News, Entertainment Tonight, Access Hollywood, among others, I found that I was seeing the same treatment of celebrities as hard news programs were giving to presidential candidates. In light of this thought, the study covers what has been written about the evolution of presidential campaigns and the integration of celebrity news elements into campaigns. This study also performs a media analysis on the network news …
Perceptions About Rollersoccer Youth Programs, June Solomon
Perceptions About Rollersoccer Youth Programs, June Solomon
Master's Projects and Capstones
The purpose of this research was to investigate the demand for structured
RollerSoccer Youth Programs and to examine the perceptions about this type of
Program. The market for RollerSoccer is untapped and unrepresented in the
world of sports. To date, there are no articles about the development of
RollerSoccer Youth Programs or scholarly work on marketing the emerging sport
of RollerSoccer. The RollerSoccer International Federation (RSIF), the governing
body for this fast‐paced, high scoring hybrid sport aims to expand its reach to
youth in diverse communities by developing this sports initiative.
Three hundred and ten youth participants from selected schools …
Delta Dental Of Arkansas Taking The Next Step, Larry R. Davis, Joan Brumm, R. Edward Bashaw
Delta Dental Of Arkansas Taking The Next Step, Larry R. Davis, Joan Brumm, R. Edward Bashaw
Faculty Publications -School of Business
Delta Dental of Arkansas, an affiliate of the Delta Dental Plans Association, had been a profitable provider of dental insurance since its inception in 1982 as a one - product company selling group dental policies to companies in Arkansas. With the retirement of its founding CEO in 2000 after 18 years of service, its board of directors crafted a new organizational structure, hired a new CEO from the outside, restructured the board, and redirected the focus of the organization. An external marketing firm employed by the company, following extensive research, encouraged the management of Delta Dental of Arkansas’ to develop …
Rationale And Proposal For The Establishment Of A Consumer-Behavior Curriculum And Research Institute At Syracuse University, Carolyn Meitzner
Rationale And Proposal For The Establishment Of A Consumer-Behavior Curriculum And Research Institute At Syracuse University, Carolyn Meitzner
Honors Capstone Projects - All
This thesis project was inspired by a course formerly offered by the Department of Psychology at Syracuse University, which has not been offered since at least 2006 – PSY 377: Consumer Behavior. Circumstances – including that the professor who taught the course left the university and that the Department of Psychology is uncertain about the volume of student interest in the course – led to PSY 377 being taken off the time schedule indefinitely, though it remains in the course catalog. The timing of the course’s cancellation is especially unfortunate, given that revolutionary changes in consumer behavior have occurred over …
The Changes In The Portrayal Of Women In Cosmetic Advertisements Throughout The 20th Century, Paulina Han
The Changes In The Portrayal Of Women In Cosmetic Advertisements Throughout The 20th Century, Paulina Han
Honors Capstone Projects - All
Women today have become desensitized to the massive clutter of cosmetic advertisements. In order to compete in the overly saturated market, cosmetic marketers need to start taking a different approach in making cosmetic advertisements appeal to women. The method used for this thesis project was secondary research; past experiments and case studies on women and advertising were examined and analyzed. Many of these were done by psychologists in the field of advertising and organizations and published in places such as the Journal of Advertising Research. Advertising and creative briefs from advertising agencies were also examined, in part, with other work. …
Paul M. Klekner (B), Roger R. Schnorbus
Paul M. Klekner (B), Roger R. Schnorbus
Robins School of Business White Paper Series, 1980-2022
This is a fictitious case study, including the name of the restaurant and the people involved.
Paul Klekner graduated first in his class from the Culinary Institute of America (CIA) in 1998; his fellow students named him the chef most likely to succeed in the future. After graduation, he and his wife, Sarah, moved back to his home in Richmond, Virginia where he was employed as a chef at several restaurants including Bottega and Old Original Bookbinders. In 2003, he decided to open his own restaurant, Rogerios, in the Tobacco Row section of Richmond. With an inheritance of $300,000 he …
The Effectiveness Of The Dove Campaign For Real Beauty In Terms Of Society And The Brand, Lindsey Morel
The Effectiveness Of The Dove Campaign For Real Beauty In Terms Of Society And The Brand, Lindsey Morel
Honors Capstone Projects - All
The following thesis aims to evaluate the effectiveness of the Dove Campaign for Real Beauty. The problem is that of measuring the effectiveness of the Dove Campaign for Real Beauty in a form deeper than numbers. As the campaign held a secondary goal of changing women’s perceptions of beauty, so should the evaluation. Thus, two measures will be employed.
First, the following thesis evaluates the campaigns effect on society by examining how the issue of beauty at large was and is communicated. Data was collected on beauty by drawing from experience, researching eating disorders, and exploring a feminist approach to …
Comm.Unity And The Role Of Public Relations In Nonprofit Community Organizations, Carissa Matthews
Comm.Unity And The Role Of Public Relations In Nonprofit Community Organizations, Carissa Matthews
Honors Capstone Projects - All
Nonprofit community organizations need solid public relations strategies and communications skills to accomplish an array of objectives, ranging from fundraising to increasing awareness to changing public opinion. Not only do many students attending Syracuse University possess these skills, but these individuals are also ready and willing to help nonprofit organizations because they would like to make a difference in the community, as well as add real-life work experience to their resumes and portfolios. Because of these facts, Communications for the Community (comm.UNITY) was created in October 2007 with the mission of connecting students with nonprofit organizations to help them create …
Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh
Understanding Gender Differences In Online Experience And Internet Advertising, Seema Harryginsingh
Honors College Theses
The purposes of this article is to first review the literature on gender differences in advertising then explore areas that are important in today’s online environment including differences in the various areas of online experience and behavior such as shopping, privacy issues, internet usage, use of website, and new media and user generated content considerations. I will also look at online advertising particularly, online video ads and banner ads. I will attempt to show through research that there are differences that exist among the genders, which also translate to the online environment and specifically in the various areas of experience …
Análisis De La Sostenibilidad Del Proyecto De Producción Y Venta De Huevos De La Granja Nueva Vida, Guatemala, Maria R. Ibanez
Análisis De La Sostenibilidad Del Proyecto De Producción Y Venta De Huevos De La Granja Nueva Vida, Guatemala, Maria R. Ibanez
Maria Ibanez
El presente documento analiza la sostenibilidad del proyecto de producción y venta de huevos de la Casa Nueva Vida, localizada en las cercanías de Santa Cruz de Quiché, Guatemala. En el primer apartado, se presentan los resultados del análisis financiero, en el segundo, el estudio de mercado, y en el tercero, las recomendaciones. Finalmente, se recogen las conclusiones del informe.
Collins, Ellen (Fa 176), Manuscripts & Folklife Archives
Collins, Ellen (Fa 176), Manuscripts & Folklife Archives
FA Finding Aids
Finding aid and full-text scan of paper (Click on “Additional Files” below) for Folklife Archives Project 176. Paper: "Finding Folklore in Magazine Ads," written by Ellen Collins for a Western Kentucky University folk studies class. "Parents Magazine" photographs referenced.
Using Information Processing To Build A Private Label Brand In Big Emerging Markets, Rachel K. Smith, R. Edward Bashaw
Using Information Processing To Build A Private Label Brand In Big Emerging Markets, Rachel K. Smith, R. Edward Bashaw
Faculty Publications -School of Business
One of the most visible retailing phenomena of the past two decades has been the increase in sales of private labels (PL), or retail brands. Driven by retail consolidation, attractive margins, consumer sophistication, supply chain efficiencies, merchandising strategies, and pricing, PL offer a wider assortment of price and merchandise options for both retailer and consumer. An important part of the overall merchandising mix in the U.S. and Europe for decades, PL have only recently begun to make inroads in other parts of the world. Using the information processing theory, this paper outlines how retailers in three big emerging markets should …
Indian Business Through Film, Collaborative Project
Indian Business Through Film, Collaborative Project
Dyson College- Seidenberg School of CSIS : Collaborative Projects and Presentations
This entry adheres to the use of the quad chart template to provide a succint description only of the current research project undertaken by the participants. It provides for the following information
1. Participants and Affiliations 2. Overall Project Goals 3. Illustrative picture 4. Specific research/artistic/pedagogic foci