Advertising and Promotion Management Commons^™

Iowa Moves To All Living Learning Communities, Von Stange Ed.D.

Von Stange, Ed.D.

Living on campus at the University of Iowa has become an educational hallmark of the student experience. In July 2012, Iowa began the process of implementing a campus-wide Living Learning Community (LLC) initiative. This workshop will examine the changes undergone to make the transition from 14 to 32 LLCs in less than a year’s time. Join representatives from the UH&D team as we discuss the successes and challenges of this campus culture change and share best practices in staffing, programming, funding, assignments, and collaborations. Presented with Becky Wilson, Josh Atcher, and Linda Varvel from the University of Iowa.

Strategic Effects Of Three-Part Tariffs Under Oligopoly, Yong Chao

Yong Chao

The distinct element of a three-part tariff, compared with linear pricing or a two-part tariff, is its quantity target within which the marginal price is zero. This quantity target instrument enriches the firm's strategy set in dictating the competition to a specific level, even in the absence of usual price discrimination motive. With general differentiated linear demand system, the competitive effect of a three-part tariff in contrast to linear pricing depends on the degree of substitutability between products: competition is intensified when two products are more differentiated, yet softened when two products are more substitutable.

Latent Topic Analysis For Predicting Group Purchasing Behavior On The Social Web, Feng-Tso Sun, Martin Griss, Ole J. Mengshoel, Yi-Ting Yeh

Ole J Mengshoel

Csr Responsibility Or Opportunity? (2013), David Cooke

David Cooke

Corporate / not-for-profit partnerships are changing to reflect the return on investment and benefits for the corporation when engaging in these partnerships.

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.

Look, Puppies! Distraction In Dtc Advertising, Jesse King, Leslie Koppenhafer, David Boush

Leslie E. Koppenhafer

The Federal Drug administration (FDA) requires pharmaceutical firms running direct to consumer (DTC) advertising to disclose information about the most important risks in a “Major Statement.” However, the visual information shown onscreen during the Major Statement is not currently regulated. In many DTC advertisements, the presentation of the Major Statement is accompanied by distracting visual elements that may prevent consumers from understanding important risk information. The present research examines a currently running DTC advertisement and finds preliminary evidence that these visual distractions do affect risk judgments.

Combining Online, Print Increases Ad Effectiveness, Ginger Rosenkrans, Keli Myers

Ginger Rosenkrans

No abstract provided.

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 …

Digital Traces For Business Intelligence: A Case Study Of Mobile Telecoms Service Brands In Greece, Giannis Milolidakis, Demosthenes Akoumianakis, Chris Kimble

Chris Kimble

Purpose – Data from social media (SM) has grown exponentially and created new opportunities for businesses to supplement their business intelligence (BI). However, there are many different platforms all of which are in a constant state of evolution. The purpose of this paper is to describe a generic methodology for the gathering of data from SM and transforming it into valuable BI.

Design/methodology/approach – The approach taken is termed virtual excavation and builds on the similarities between the manipulation of technological artefacts virtual communities using various forms of SM and the excavation and analysis of physical artefacts found in archaeological …

Quality Is Becoming More About Taste And Less About Cost: Eeg And Survey Study On Consumer Behavior, Charnetta Brown, Adriane Randolph, Janee Burkhalter

Adriane B. Randolph

No abstract provided.