Advertising and Promotion Management Commons^™

A Study On Rebranding Strategies, Megan Bryant

Graphic Communication

This project is a study on rebranding strategies. Companies go through a rebrand to change their strategy and direction. Many companies succeed by going through these processes, while many others fail.

In addition to extensive research on past company rebrands, a questionnaire was conducted on a sample of 25 individuals of various ages about their experiences with brands and rebranding in order to compare their responses with actual company decisions.

Participants provided insight on their own personal behaviors, decisions, and perceptions about brands and purchasing products. The study concluded that, on average, quality was more important than price in almost …

Modeling The Marketability Of Tourism Small Businesses: Oman's Experiences, Hamed Ibrahim Al Azri

Open Access Dissertations

Tourism Small Businesses (TSBs) are vital factors in the prosperity of local communities and the development of authentic and satisfying tourism experiences. Because of their small size, they are unable to effectively use textbook marketing models and techniques. The purpose of this study is to help TSBs market their products in a way that suits their unique nature and business environment. Specifically, this study aims to develop a theoretical model of TSB marketing, identify the main factors affecting TSB marketing, and discern relationships between these factors. Since the aim of the study is to develop a theoretical model, the method …

Money, Morals, And Human Rights: Commercial Influences In The Marketing, Branding, And Fundraising Of Amnesty International And Human Rights Watch, Danielle Morgan

Electronic Thesis and Dissertation Repository

This thesis explores the marketing, branding, and fundraising activities of Amnesty International and Human Rights Watch and critically examines promotional texts used to communicate with the public. This thesis is multidisciplinary, combining scholarly work on the topics of history, humanitarianism, marketing, branding, commercialization, representation, and consumer culture. By adopting market logic and corporate strategies from the private sector, both organizations have increased revenue and created a strong identifiable brand. Each organization attempts to balance between the moral foundation or grassroots origins of the organization and the need to raise immediate revenue to sustain operations. This money-morals dilemma is also at …

The History Of Trial Gardens, Hallie Schmidt

Horticulture and Crop Science

Essay explores the history of home gardening and seed industry in America and the conditions that led to the development of the All-America Selections.

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 …

Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans

Doctoral Dissertations

This study focused on parents of children between the ages of 7 to 11 and their ability to recognize and understand a children’s advergame as advertising. Using the theoretical framework of the Persuasion Knowledge Model (PKM), this study experimentally tested the effects of advertising disclosures and cognitive load on parents’ activation of persuasion knowledge in children’s advergames and parents’ attitudes toward children’s advergames. In addition, this study examined how parents’ individual trait differences in persuasion knowledge and mediation of their children’s Internet use potentially influenced their persuasion knowledge in children’s advergames as well as their attitudes toward them. By conducting …

Text Size Impact Of Responsibility Messages In Magazine Alcohol Advertisements Among College Students, Sumin Shin

Masters Theses

Although warning labels on products and in advertising have been much studied and discussed in the past several decades, the effect of text size on recall of these messages has been largely ignored, particularly with regard to alcohol advertising. Guided by the bottom-up model of visual attention processing, this study hypothesizes that a responsibility message with larger text attracts more consumer attention and creates greater message recall. One hundred twenty three magazine alcohol ads were collected in preliminary research, and the average size of their responsibility messages was found to be approximately 6 points. An experimental survey of college students …

Shreddz A Clothing Brand: Creating A Marketing Plan Through Social Media And Traditional Marketing Research, Hannah Endres

Journalism

The following research is dedicated to working with the clothing brand Shreddz to analyze marketing data and create a marketing strategy. Using scholarly findings as a literature source this campaign will help develop a direction to relaunch the Shreddz brand. Analyzing the diffusion theory will determine how people process and accept new information. Different forms of marketing including branding, social media and guerilla marketing will be used in trial form to gather data to present to the clothing company. The effectiveness of each trial will be measured in order to supply Shreddz with a new strategy. All of the trials …

Gender, Politics, And The Media: An Analysis Of Media Coverage During The 2008 Democratic Presidential Nomination, Janelle Bridson

Honors Capstone Projects - All

This thesis examines media coverage of female politicians. Through conducting background research, a personal interview with a nationally acclaimed political strategist, and a content analysis of 640 online articles published by The New York Times, the thesis presents a thorough review of media coverage. Results revealed that the media did not provide a consistent standard of coverage between Hillary Clinton and Barack Obama during the 2008 Democratic Presidential Nomination. The New York Times depicted Obama in a more favorable light than Hillary Clinton. Additionally, Clinton was significantly more likely to be described in terms of her family life, physical appearance …

The Perfect Balance: Combining Global And Local Strategies For Effective International Public Relations, Anne Frances Krengel

Honors Capstone Projects - All

This paper discusses the benefits of using a combination of global and local public relations tactics to optimize global marketing activities and reach target publics. It also compares various cultures and public relations practices around the world, and offers examples of international public relations campaigns that have successfully reached their target markets by incorporating global strategies with cultural twists that are specifically tailored to local communities. In today’s progressively more globalized world, where people are connecting more quickly than ever before, it is vital that organizations know how to communicate correctly. While many theorists prefer either global strategies or local …

Clearview Church: An Online Brand Management Model For Nonprofits, Lindsey Nicole Colegrove

Honors Capstone Projects - All

This project aims to provide specific recommendations to ClearView Church, and by extension nonprofits in similar situations, on how to strengthen their online presence. The recommendations are formed through in depth research into ClearView’s resources, goals and requirements as well as calling upon my expertise and experience in the technical and communications sides of the nonprofit field.

Through multiple interviews with church staff and members, I determined an overarching goal of sharing the warm, welcoming personality of the church with young families in the surrounding community. However, this goal was not guiding their online outreach efforts and therefore needed to …

Healthy Monday: A Mobile Web Application, Megan E. Snyder

Honors Capstone Projects - All

For my capstone project I created a mobile web application to help promote the Healthy Monday initiative. This is a program on campus that is run by the Learner Center for Public Health Promotion that encourages student and people in the community to start the week with healthy lifestyle choices. Healthy Monday’s website states: “Healthy Monday is a national initiative to help end chronic preventable diseases by offering weekly prompts and programs to support people and participating organizations in starting and sustaining healthy behaviors. Healthy Monday is a public health initative founded in 2005 in association with the Johns Hopkins …

The Heteronormative Objectification Of Women In The Disney Princess Films: A Study Of Brand Advertising And Parents’ Perceptions, Melanie Greenblatt

Honors Capstone Projects - All

Although the Disney Princess franchise portrays its ten princess movies as tales of “happily ever after,” they are filled with negative stereotypes of all kinds; this study in particular focuses on those addressed towards females. Each of these princesses lives in a patriarchal society and her sole desire is to find a man who guides her to happiness. The Princess brand has immense popularity even with these unconstructive stigmatizations of women. This study explores these movies while investigating, through qualitative research, the potency of these stereotypes and whether the parents of the target audience (defined by Disney as ages three …

Major League Soccer Case Study An Examination Into The Future Of The League, Matt Samost

Honors Capstone Projects - All

Major League Soccer has grown tremendously since its inception in 1996. The league, however, still is a work in progress. The overarching question of this case study deals with an examination into the future of the league. Will it continue to be a niche sport on the American sports landscape or will it challenge the big four leagues in the years to come? Broken into five subtopics, the case study looks to address this question by examining the league through multiple lenses in order to be able to take both an in-depth and wide look at the current condition of …

A Changing Dynamic: The Business-To-Individual Relationship, Robert Bloomberg

Honors Capstone Projects - All

As the Digital Revolution sweeps the world over, modern marketing strategies have had to adapt and change. Power has shifted from brands into the hands of consumers. This paper explores how this relationship is changing, and offers a glimpse of how this new relationship manifests itself in two forms of digital marketing strategy: the digitization of the in-store experience and the gamification of the modern day loyalty program. These strategies are intended to enhance the consumer experience and ensure that any interaction they have with the brand is a fulfilling one. This paper also discusses how digital technology has broken …

Wired Women: Understanding And Reaching The 18-24 Year Old Women Of Today, Jessica David

Honors Capstone Projects - All

Wired Women represent a segment of the larger millennial generation that has not previously been looked at as a singular target. Previous generational spans of 15-20 have until now successfully identified people of similar tastes, behavior and experience. The increased rate of technological discovery and innovation that has taken place over the past 25 years has caused a generational divide within millennials. It is necessary that this group of 18-24 year old women be examined separately from older millennial women as well as their same-aged male cohorts.

18-24 year old women represent an opportunity for advertisers to reach a group …

Israel’S Travel And Tourism Public Relations, Jillian Marom

Honors Capstone Projects - All

Israel’s geopolitical location and conflict with its surrounding neighbors has resulted in constant negative media coverage and poor public perception of the country. As a result of the ongoing turmoil and biased media reports, the country’s tourism industry has failed to live up to its dreams and expectations. In an attempt to fully understand Israel’s travel and tourism industry, the researcher wrote a case study analysis that analyzes Israel’s PR efforts and media campaigns that are created to brand the country and change its negative image in the media. Through online research, news articles, scholarly journals and in-person interviews, the …

The Significance Of Color In Food Marketing, Faith Elizabeth Zaki

Honors Capstone Projects - All

The effect of color on the perception and expectation of flavor and taste was researched. Psychological and scientific studies were used to demonstrate the benefits of using the right colors in advertising and marketing. Color, in these studies, was proven to affect consumers’ behavior when purchasing food. Color is interpreted by different genders, races, and ages were also studied. Color is a significant marketing tool that can help attract the right target markets. Also, examples of how color has help and hindered marketing campaigns in the past were examined.

The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca

Journalism

No abstract provided.

Hare And Tortoise: How Do Price Change Patterns Affect Propensity To Book, Zhuoyang Li

Open Access Theses

With an increasing using of online booking, hotel room rate changing information becomes nearly transparent to consumers. And this trend encourages deal-seeking consumer behaviors, which are based on price change information. So hotels can influence consumers' propensity to book through managing price changes. The present study aims at examining consumers' propensity to book in a more realistic context by introducing two conditions: different price changing patterns and interaction between price-moving trends and price patterns. It is important for hotel managers to understand the impact of different price change trends and patterns because price changes can directly affect consumer perception and …

The Impact Of Nutrition Information Delivery Methods On Restaurant Consumers' Attitudes And Behavior, Jiaqi Zhu

Open Access Theses

Zhu, Jiaqi. M.S., Purdue University, December 2013. The Impact of Nutrition Information Delivery Methods on Restaurant Consumers' Attitudes and Behavior. Major Professors: Barbara A. Almanza, Carl A. Behnke.

Obesity is a major public health threat. It not only creates challenges for those who are obese and overweight, but also brings an economic burden to the whole society. One important contributing factor for obesity is food eaten away from home, which accounts for more than 40% of American's food budget. Although chain quick-service restaurants are required by law to post calorie information on menus and menu boards, the efficacy of menu …

The Impact Of Availability Of Vegetarian Menu Items On Consumers' Behavioral Intention, Mengwei Yue

Open Access Theses

Yue, Mengwei. M.S., Purdue University, December, 2013. The Impact of Availability of Vegetarian Menu Items on Consumers' Behavioral Intention. Major Professor: Douglas C. Nelson.

The purpose of this study is to find out how the availability of vegetarian menu items affects customers' behavioral intention using the theory of planned behavior and the impact vegetarian-friendly menus have on vegetarian as well as non-vegetarian customers when they make their restaurant selections. This paper also discussed the implications for a vegetarian lifestyle on the food service industry and menu development in restaurants. Seven hypotheses related to the relationship among attitudes, subjective norms, perceived …

Supply Chain Management: Impact Of Customer Relationship Marketing On Performance Under Cooperation And Competition Strategies, Maria Eugenia Barua

Open Access Theses & Dissertations

The dissertation investigation proposes a modified supply chain management model that is grounded on marketing theory and the concept of production sharing. Specifically, the model challenges the traditional cooperation-conflict continuum of strategic marketing management with a new managerial approach based on a cooperation-competition continuum. I investigate the significance of the new model in explaining behaviors in the supply chain management and its performance. In addition, I investigate whether the proposed managerial continuum (cooperation-competition) is consistent with other behaviors including power, conflict, trust, and customer relationship marketing such that coordination and supply chain performance is enhanced.

The data collection from manufacturers, …

How Social Media Networking Is Supporting Customer Engagement And Brand Awareness: A Pr Perspective In An Irish Context., Miriam O'Regan

Theses

The primary purpose of this thesis is to investigate the phenomenon of social media networking in the Irish organisational context. The study examines how Irish organisations are utilising social media networking as a communication platform. The research assesses the aspects of phenomenon that provide organisational advantages in Public Relations. Therefore, aim of the study is to identify how social media networking is influencing customer engagement and brand awareness.

The first research phase comprises of an extensive literature review of key academic sources of secondary research including reports, articles and publications. This review cultivates a range of sources with insight into …

How Is Social Media Changing The Public Relations Industry In Ireland: A Case Study Approach, Linda Wright

Theses

This thesis explores how the evolution of social media technologies are impacting on the Public Relations (PR) Industry in Ireland. It attempts to identify if social media has changed the landscape in which PR Practitioners work and if they believe it has changed the PR Industry in Ireland.

This study attempts to fill the gap in Public Relations research and literature and to merge the social media technologies with the existing Public Relations communication tools.

PR Practitioners recognise the need to embrace social media. However a clear gap exists in the PR industry in Ireland. While some have embraced the …

The Use Of Celebrity Endorsements As A Public Relation, Kate Power

Theses

A huge part of public relations in todays world is based around celebrity and their endorsements of brands, products, services and causes. The use of celebrity endorsement has become such a vital and trusted public relation tactic by so many PR practitioners to create a communication vessel between brand and consumer. This type of engagement between brands and their target audiences has become increasingly important to the Public Relations world for building long lasting and enduring relationships with these consumers and targeted audiences.

The aim of this research is to discover if celebrity endorsement makes an impact within public relations …

How Has Social Media Impacted The Relationship Between Public Relations And Marketing Functions In Small Businesses., Lorraine Sheehan

Theses

This study is concerned with investigating the impact of social media on the relationship between public relations and marketing functions in small businesses in Ireland. The relationship between public relations and marketing has been debated in the literature and in organisations for many decades. Social media has an influence on the channels of communication which in turn influences public relations and marketing functions.

Both primary and secondary research methods on gathering findings of social media, public relations and marketing functions were carried out. Areas of conflict and tension between public relations and marketing were highlighted. The impact of social media …

How The Use Of Social Media As A Public Relations Tactic Has Aided Animal Rescue Organisations In Raising Awareness Of Their Cause, Carole Hennessy

Theses

This study aims to contribute to the understanding of the non-profit sector, in particular animal welfare organisations and how social media can be used as a Public Relations tactic which in turn enables them to raise awareness of their cause.

A qualitative research design was deemed the most suitable by the researcher. Semi-structured interviews and a content analysis in the form of a netnographic analysis of the chosen non-profit organisations Facebook pages were used to collect the primary data. Interviewees were chosen on the basis they had knowledge, experience and exposure in their area.

Research findings indicate that social media …

How Minority Sporting Organisations In Ireland Are Promoting And Growing Their Sports Using Social Media: A Public Relations Perspective., Peter Lucey

Theses

The aim of this research study was to explore how minority sports organisations in Ireland are using social media to effectively grow and promote their sport. The researcher has analysed how these organisations are currently making use of social media and how it has benefited them in their operations. Relevant secondary literature was studied in depth along with the primary research methods that were used for this study. The research methodology used by the researcher constituted elements of both quantitative and qualitative analyses. Interviews and questionnaires made up the main research tools in addition to an action research approach as …

The Use Of Online And Offline Communication In Public Information Campaigns: A Case Study Of The Health Service Executive “Quit” Campaign, Rachel O'Sullivan

Theses

To understand the role of offline and online communication in public information campaigns, research of the Health Service Executive (HSE) “Quit” Campaign was conducted. Through document analysis of campaign materials and interviews, an in-depth examination of the campaign communication platform is presented. Discussion of these elements reveals the strengths of both communication tools in current public messaging. The research concludes with a set of recommendations for future public information campaigns and describes how this modem day campaign is an excellent model that other organisations can emulate.