Advertising and Promotion Management Commons^™

Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss

Honors Projects in Marketing

Facebook provides an avenue for companies to connect with consumers in new ways. Since so many tools for communication are available on the site, it can be difficult for a company to focus its marketing efforts. This study examines how consumers respond to Facebook Advertisements and company pages on Facebook in order to determine where companies should allocate their resources on the social networking site. Specifically, it explores consumer click-through rates on Facebook Ads, as well as consumer perception of various Facebook promotional tools. The methodology includes traditional research in the form of a literature review, as well as focus …

Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin

2012

Irony is one mechanism that advertisers use to attract consumer attention. Although ironic advertising (IA) is utilized in the mass media, it has received surprisingly little conceptual or empirical attention from marketing scholars. Perhaps one reason for this is that in marketing irony has been viewed primarily from a postmodern perspective. This is in marked contrast to psycholinguists where the phenomenon is approached from a more ecumenical, realist point of view. This dissertation is based on the premise that a realist approach to ironic advertising would produce insights for both marketing theory and practice.

This dissertation comprises of three papers …

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …