Advertising and Promotion Management Commons^™

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 …

Changing Workplace Culture And Building Community With Student Outreach, Aaron Nichols, Anne R. Dixon, Angus Robertson

UVM Libraries Conference Day

This presentation discusses how the Bailey/Howe Library created a student-run outreach program to help create a major cultural change in its student workforce. The presentation discusses the problems Bailey/Howe faced with the student workforce, the planning for changes to be made in the student workforce, and how an outreach program run by student employees created a greater sense of community in the workplace.

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.

Methodologies For Implementing The Balanced Scorecard Model By Means Of High Quality European, Bahram Mahmoudi Mazraeh Shadi

bahram mahmoudi mazraeh shadi

Abstract Expanding and growing the competition among organizations in the field of manufacturing and services guide them to use the samples and patterns to appraise their activities and performance. Appearance of such types of needs and inefficiency of measuring systems with traditional activities assessment causes the creation of new activities assessment’s models across organizations. These models are divided in two groups. The first group is based on self assessment while second one relies on measurement and improvement of business and trade process. Balanced Score Card (BSC) and European Foundation for Quality Management EFQM have had mo re possibility among mentioned …

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 …

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.

Does Social Media Affect Consumer Decision-Making?, Patarawadee Sema

MBA Student Scholarship

Does social media affect consumer decision-making? Social media becomes an important communication tool that people use to connect to other people or organization. People use social media to share their experiences, reviews, information, advice, warnings, tips and/or any kind of issues that are interesting to their “connection” or friends. That information is a helpful source, which may influence consumer’s decision-making. Most of studies showed that people use information on social media as the guideline for their future purchase or planning their future trip. Also, social media is used as an advertising for the marketer. Marketers take this advantage and create …

Agen Judi Online Fokusbet, Don Brando Don Brando

Don Brando Don Brando

No abstract provided.

Assessing Oregon Wineries' Facebook And Website Content, Katherine Byers, Katelyn Henson, Ashley Streich, Shelby Vandebergh

2013 Projects

The Keck Summer Collaborative Research Program provides opportunities for Linfield College students and faculty to conduct research on issues related to the Pacific Northwest, and to bring the research findings back into the classroom within the subsequent academic year. Students partner with faculty to conduct research and present their work to other students, Linfield staff and faculty, and community members during a series of brown bag lunches. Kathie Byers, Katelyn Henson, Ashley Streich, and Shelby VandeBergh conducted research with Sharon Wagner and Lisa Weidman and gave this presentation during the summer of 2013.

The State Of Global Sustainable Food Production, Green Supply Chain Management And Decision Making: A Multidisciplinary Review, Renato Alas Msc

Renato A Martins MSc

Abstract This review aims to promote a discussion about the development of a new global supply chain structure, as emergent economies such as the BRICS (Brazil, Russia, India, China and South Africa) are coming to the scene. In this review we try to understand the dynamic processes of global food distribution and its logistics taking into account the impact of emergent economies. As XXI century society faces an increasing global population that imposes a greater challenge for self-sustainable food production, quality and distribution. How then we cope with such great supply demands? In support to UN-FAO goal of reducing the …

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.

Efficiency Security Margin: A New Parameter In A Dea-Based Evaluation System, Saeid Ehdaie

university of science & culture

Abstract: A new concept in DEA-based evaluation systems is developed. DEA is a mathematical method for evaluating efficiency of some Decision Making Units (DMUs). Applying DEA on a set of DMUs, one may classify DMUs to efficient units and non-efficient units. The efficiencies in DEA are relative values. So, in a competitive world, an efficient unit may loss its rank when a non-efficient unit improves its performance. Efficiency Security Margin is a metric to determine how much an efficient unit is at risk by others. In this paper, we introduce this parameter and state an algorithm for determining it.

Shu Hosts Panel On Digital Marketing, Anca C. Micu

Anca C. Micu

Sacred Heart University hosted its first annual Digital Marketing Evening recently, featuring a discussion among panelists and global digital marketing executives Brian Cohen, Clay Cowan, Andrew Markowitz and Joshua Nafman. The primary focus of the evening was where the digital marketing field is headed. The event, which was organized by Anca Micu, chair of SHU’s Department of Marketing and Sport Management, spotlighted the Department’s master’s degree in digital marketing.

When The Brands Fail, Singapore Management University

Perspectives@SMU

Good branding can help companies, but it can inflict serious damage when things go wrong

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 …

Cameo: A Middleware For Mobile Advertisement Delivery, Azeem J. Khan, Kasthuri Jayarajah, Dongsu Han, Archan Misra, Rajesh Krishna Balan, Srinivasan Seshan

Research Collection School Of Computing and Information Systems

Advertisements are the de-facto currency of the Internet with many popular applications (e.g. Angry Birds) and online services (e.g., YouTube) relying on advertisement generated revenue. However, the current economic models and mechanisms for mobile advertising are fundamentally not sustainable and far from ideal. In particular, as we show, applications which use mobile advertising are capable of using significant amounts of a mobile users' critical resources without being controlled or held accountable. This paper seeks to redress this situation by enabling advertisement supported applications to become significantly more "user-friendly". To this end, we present the design and implementation of CAMEO, a …

Investigating Food Export Opportunities Of The United State From A Global Perspective: Applying Shift Share Analysis, Yasha Sazmandasfaranjan Mr.

Yasha SazmandAsfaranjan

The paper aims to analyze the exported food data of the United States in order to forecast the future of the export. The export data were collected from export.gov. The U.S. export data on more than forty destination countries, six products, for a period of ten years were collected and analyzed. The shift-share analysis was employed in data analysis. The study was carried out based on the export figures of food products namely, food and kindred products, grain and oilseed milling products, starch and vegetable fats and oils, meat products (except poultry), dairy products and poultry, prepared or preserved. The …

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 …

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 …