Advertising and Promotion Management Commons^™

The Process Of Social Media Migration Among Young Professionals: A Grounded Theory, Maria Hermosa, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

The purpose of this study was to develop a theory that explains the process of social media migration among young professionals. The theoretical propositions that emerged from this qualitative study explain how different causal, intervening, and contextual conditions interact with and affect the phenomenon of social media migration. Internal and external pressures have an effect on young professionals’ decision to join new social media sites while abandoning others. Intervening and contextual conditions provide specific circumstances in which social media migration might occur. Integrating useful and organizational features to ease the use of social networks were important strategies in the process …

Health Research Associates: Dana Library Program Supporting The Information Needs Of Small Hospitals & Public Health Agencies In Vermont, Marianne Burke, Lesley Boucher

UVM Libraries Conference Day

We will describe the purpose, methods, members and service changes, income-expense status, trends, and the value of this program.

Demanda De Institucionales Por Emisiones De Medianas Empresas, John Pineda Galarza

John Pineda Galarza

En abril de 2013 se concretó la primera emisión de papeles comerciales en el ámbito del Mercado Alternativo de Valores (MAV) la cual fue un éxito pues se logró una demanda de 3 a 1, sin embargo los inversionistas institucionales brillaron por su ausencia. En el presente artículo, se analizan los principales desincentivos que tienen inversionistas institucionales como las AFP para invertir en instrumentos emitidos por medianas empresas, planteando en ese sentido algunos temas pendientes en relación con el MAV.

Nebraska Department Of Agriculture Beginning Farmer Program & Farm Mediation Program, Alphadog Inc., Ashley Schlake, Michelle Pineda, Emily Younger, Gabriel Sanchez, Margaret Weber, Erica Graves, Kylie Friedrich

College of Journalism and Mass Communications: Student Advertising Projects

With approximately 46,800 farms covering 92% of the land, Nebraska is one of the nation’s key agricultural states (NDA, February 2013). The Nebraska Department of Agriculture (NDA) created programs, such as the Beginning Farmer Program and the Farm Mediation Program, to assist with the farming and ranching process. Recently, there has been a decrease in program participants. With appropriate advertising and public relations, we will increase the number of applications for the Beginning Farmer Program and the number of clinic participants for the Farm Mediation Program.

Through primary research, we determined the target market includes current and upcoming Nebraska farmers …

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.

Rhody's Run For Dana Farber 5k, Mark Albanese, Bryan Poston

Senior Honors Projects

The event itself was designed to benefit the Dana-Farber Cancer Institute and the Jimmy Fund. In the early stages of the project, it was clear that a charity event would have the largest impact both on our experiential learning as well as the community as a whole. Dana-Farber was selected as the events beneficiary due to their impressive contributions to cancer research worldwide. While the success of the project isn't solely determined by charitable contributions we collected, it provided a form of measurement of progress throughout the semester. With the goal of simultaneously promoting student health, the event was organized …

2013 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Rhody's Run For Dana-Farber 5k, Bryan P. Poston, Mark Albanese

Senior Honors Projects

The event itself was designed to benefit the Dana-Farber Cancer Institute and the Jimmy Fund. In the early stages of the project, it was clear that a charity event would have the largest impact both on our experiential learning as well as the community as a whole. Dana-Farber was selected as the events beneficiary due to their impressive contributions to cancer research worldwide. While the success of the project isn't solely determined by charitable contributions we collected, it provided a form of measurement of progress throughout the semester. With the goal of simultaneously promoting student health, the event was organized …

Once More With Feeling …The Art Of Wooing The Public, Singapore Management University

Perspectives@SMU

Public relations is an art, declares Rose Tan, the doyenne of Singapore’s own sports public relations industry. And although it’s changing rapidly as communications cross multiple platforms, it’s still something that needs to come from the heart.

How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford

Marketing Faculty Publications

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising …

Everyday Advertising Context: An Ethnography Of Advertising Response In The Family Living Room, Laknath Jayasinghe, Mark Ritson

Mark Ritson

Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising audiences. To help restore this theoretical imbalance an ethnographic study was conducted in eight Australian homes to explore the influence of everyday viewing contexts on advertising audiences. This article examines how the everyday advertising contexts of social interaction, viewing space, media technology use, and time impact consumer responses to television advertising texts. Advertising viewing behavior in the family living room is framed within broader …