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Advertising and Promotion Management Commons™
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Articles 1 - 8 of 8
Full-Text Articles in Advertising and Promotion Management
Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler
Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler
College of Journalism and Mass Communications: Faculty Publications
Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …
Clash Of The Industry Titans: Marvel, Dc And The Battle For Market Dominance, Caitlin Foster
Clash Of The Industry Titans: Marvel, Dc And The Battle For Market Dominance, Caitlin Foster
Electronic Thesis and Dissertation Repository
This thesis examines the corporate structures, marketing strategies and economic shifts that have influenced the recent resurgence of the comic book superhero in popular Hollywood cinema. Using their original texts and adaptation films, this study will chronologically examine how each company’s brand identities and corporate structures have reacted to and been shaped by the major cultural and industrial shifts of the past century in its attempt to account for the varying success of these companies throughout their histories. Beginning with the superhero’s first appearance on screen in the 1940s, this study traces the development of Marvel and DC’s distinct brand …
The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton
The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton
Masters Theses
In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.
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 …
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 …
Retail Visual Assistant Digital Artefact, Neville Knott
Retail Visual Assistant Digital Artefact, Neville Knott
Dissertations
Window display, store layout and visual merchandising are defined as the ability to attract and sell to the consumer silently. One of the biggest challenges facing small retail businesses in towns and villages around the globe is how to compete against large multinationals in the visual layout and presentation of their merchandise and shops. One of the key advantages that large retail units have over small ones is professionally merchandised stock incorporated into a strategic spatial layout. The cost of employing a full- or part-time design expert within the field of visual merchandising is not viable for smaller shops, resulting …
An Examination Of Attitudes Toward Sexualized Advertising In Las Vegas, Ashley Crisp, Alexis Kennedy
An Examination Of Attitudes Toward Sexualized Advertising In Las Vegas, Ashley Crisp, Alexis Kennedy
McNair Poster Presentations
This study explores the attitudes of college-level criminal justice students as to their perception of sexualized advertising in Las Vegas, and if these attitudes have any correlation with the participant’s length of residency. The study also correlates college-level student’s attitudes toward sexualized advertising and how religious they rate themselves. Female participants who lived in Las Vegas for 5 years or more on average agreed advertisements in Las Vegas are too sexualized. In contrast, female participants who were either born in Las Vegas or lived there less than 5 years neither agreed nor disagreed that advertising was too sexualized. As for …
Not Just Sex That Sells: Religious Rhetoric And References In Contemporary Beer Branding, Julie Kappelman
Not Just Sex That Sells: Religious Rhetoric And References In Contemporary Beer Branding, Julie Kappelman
Summer Research
Although explicit references to religion are rare in the marketplace, pictorial representations and rhetoric evocative of religious figures and concepts manifest a unique strategy in contemporary American beer branding. By reflecting societal views, prejudices, and preferences, advertising provides an enclosed narrative of how people think and in turn illustrates the way in which society is structured. This phenomenon discredits the assumption of a strict separation between the secular and the sacred. Beers with religious connotations do not monopolize the market but they do constitute a significant phenomenon in the modern beer industry. Religious references in beer branding often participate in …