Advertising and Promotion Management Commons^™

Why The Dog Ate My Newspaper!, Singapore Management University

Perspectives@SMU

Singapore Press Holdings (SPH) rolls out its ‘Peel and Taste’ campaign. Multi-sensory marketing campaigns — which integrate at least one of the five senses into the marketing programme — are here to stay in the marketing industry, says Geoff Tan, SPH’s senior vice president and head of Strategic Marketing, of the trend which could see readers (or the family dog retrieving the paper) getting a taste of newly-launched food products in their favourite newspaper.

Shu To Present Panel On Digital Marketing, Anca C. Micu

Anca C. Micu

Sacred Heart University’s John F. Welch College of Business (WCOB) will present “Digital Marketing Evening” on Wednesday, May 1, 2013. The evening will consist of a conversation with an impressive panel of digital marketing practitioners who will talk about the practice of digital marketing in their respective industries. Panelists will be: Brian Cohen, executive vice president and general manager, E-Tailing Solutions; Clay Cowan, vice president of global digital, Starwood Hotels & Resorts; Andrew Markowitz, global digital marketing director at GE; Joshua Nafman, senior digital brand manager at PepsiCo .

Retail Visual Assistant Digital Artefact, Neville Knott

Dissertations

Window display, store layout and visual merchandising are defined as the ability to attract and sell to the consumer silently. One of the biggest challenges facing small retail businesses in towns and villages around the globe is how to compete against large multinationals in the visual layout and presentation of their merchandise and shops. One of the key advantages that large retail units have over small ones is professionally merchandised stock incorporated into a strategic spatial layout. The cost of employing a full- or part-time design expert within the field of visual merchandising is not viable for smaller shops, resulting …

A Matter Of National Importance: The Persistent Inefficiency Of Deceptive Advertising Class Actions, Stacey M. Lantagne

Journal of Business & Technology Law

No abstract provided.

East Bay Coalition For The Homeless: Branding Study And Marketing Strategy, Michele Abramowitz, Leah Barwise, Marissa Berardi, Alyssa Brangi, Megan Breault, Matthew Connolly, Daniel Czasonis, Lauren Dranoff, Hillary Dutton, Victoria Fernandez, Ross Fitzgerald, Matthew Grossbard, Holly Hancock, Anker Johansen, Karlene Kiskinis, Erynne Landry, Amanda Lingg, Christopher O'Keefe, Shane Parcel, Lisa Reddy, Matthew Silva, Anthony Summa, Kathleen Micken, Kelsey Alexander, Morgan Barresse, Jacqueline Bole, Cindy Brenner, Phuong Ha Bui, Samantha Cloutier, Christine Couto, Kaitlyn Lauer, Christina Micela, David Milano, Kyle Palmer, Rebecca Quigley, Alexa Roberto, Gabriela Sanchez-Vega, Margaret Sullivan, Laura Walter, Courtney Way, Alan Williams, Cody Young, Alan Cutting, Arnold Robinson

Business

There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons.

Community Preparatory School: 2013-2014 Public Relations Plan, Liz Gallagher, John Tateossian, Max Dowgiallo, Cory Kadlik, Victoria Isenstein, Spencer Gossy, Pat Holland, Arnold Robinson

Marketing and Communications

Community Prep sends out seasonal newsletters during fall, winter, spring, and summer of each year that promote recent activities in school, discuss recent events, profile important donors, and give updates on alumni’s successes. These newsletters are sent out in the mail, and are also accessible on Community Prep’s website. Each newsletter comes in one color, with black and white photographs, and has a readable and attractive layout. Email updates have similar information, but sometimes have embedded videos, and provide links to a site where donations can be made or tickets can be bought for future events.

The Baptist Church In Warren: Marketing Plan To Increase Public Awareness, Arnold Robinson

Marketing and Communications

Videos from nonprofits can feature “call-to-action” overlays to facilitate that action. Visitors can click on these overlays to visit the Church’s website. See the “YouTube Nonprofit Program” section to the right for more information about this option.

An Exploratory Study Of Student Satisfaction With University Web Page Design, David E. Gundersen, Joe K. Ballenger, Robert M. Crocker, Elton Scifres, Robert Strader

Faculty Publications

This exploratory study evaluates the satisfaction of students with a web-based information system at a medium-sized regional university. The analysis provides a process for simplifying data interpretation in captured student user feedback. Findings indicate that student classifications, as measured by demographic and other factors, determine satisfaction levels towards various web sources of information. Differences in satisfaction levels across student groups based on gender, age, minority status, employment, and current course load were found. Implications for university web designers and university administrators are considered and discussed.

A Business Model Of Purchase Stimulus On The Consumer Intention To Buy Products Under Volume Discount Through Consumer Behavior Factors, Mohammad Iranmanesh, Krishnaswamy Jayaraman, Rozinah Jamaludin, Seyedeh Khadijeh Taghizadeh

Mohammad Iranmanesh

The importance of sales promotion has increased dramatically as the purchasing power of money has gone up ever before in developing and developed countries. Malaysia is one of the biggest sales promotion markets where the highest proportion of 81% is driven by retailers in the year 2009 as compared to 77% in 2008 (Nielsen, 2010). Volume discount is an attractive promotion strategy among Malaysian consumers and is commonly prevalent in the market. Volume discount includes four components namely Buy one get one free (BOGO), Buy one and get next one with 50% discount, up to 50% extra volume and coupons …

Consumer Reflections On “Buy One Get One Free” (Bogo) Promotion Scheme-An Empirical Study In Malaysia, Krishnaswamy Jayaraman, Mohammad Iranmanesh, Manjeet Dashini Kaur, Hasnah Haron

Mohammad Iranmanesh

“Buy One Get One free (BOGO)” is one of the common schemes of sales promotion of products and is widely used throughout the world. In the recent past, BOGO scheme has gained momentum and popularity among the consumers. The present study includes 111 respondents in Malaysia, who have experienced in purchasing products under BOGO scheme. The relationship between the purchase satisfaction of the respondents and their repurchase intention on BOGO scheme is investigated in this study. Out of 111 respondents, 47 (42.3%) were highly satisfied on making purchase under BOGO scheme and 52 (46.8%) have repurchase intentions. The results obtained …

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

Charnetta Brown

No abstract provided.

An Examination Of Attitudes Toward Sexualized Advertising In Las Vegas, Ashley Crisp, Alexis Kennedy

McNair Poster Presentations

This study explores the attitudes of college-level criminal justice students as to their perception of sexualized advertising in Las Vegas, and if these attitudes have any correlation with the participant’s length of residency. The study also correlates college-level student’s attitudes toward sexualized advertising and how religious they rate themselves. Female participants who lived in Las Vegas for 5 years or more on average agreed advertisements in Las Vegas are too sexualized. In contrast, female participants who were either born in Las Vegas or lived there less than 5 years neither agreed nor disagreed that advertising was too sexualized. As for …

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 …

Searching Uspto Trademark Records, Amy Jansen, Robert Berry

Librarian Publications

Presentation by Amy Jansen and Robert Berry of the Sacred Heart University Library outlining the advantages of federal registration of trademarks and service marks and the steps involved. Includes legal background and examples.

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 …

Adpr 357: Account Planning—A Peer Review Of Teaching Project Benchmark Portfolio, Sriyani Tidball

UNL Faculty Course Portfolios

A course portfolio investigating student learning in ADPR 357, complete with case studies of student work.

Not Just Sex That Sells: Religious Rhetoric And References In Contemporary Beer Branding, Julie Kappelman

Summer Research

Although explicit references to religion are rare in the marketplace, pictorial representations and rhetoric evocative of religious figures and concepts manifest a unique strategy in contemporary American beer branding. By reflecting societal views, prejudices, and preferences, advertising provides an enclosed narrative of how people think and in turn illustrates the way in which society is structured. This phenomenon discredits the assumption of a strict separation between the secular and the sacred. Beers with religious connotations do not monopolize the market but they do constitute a significant phenomenon in the modern beer industry. Religious references in beer branding often participate in …

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.

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 …

The Use Of Fear Appeals To Communicate Public Health Messages, Katie Mcsweeney, Simon Stephens

Irish Business Journal

This paper provides an insight into the use of fear appeals to communicate a public health message. A fear appeal is a means of persuasion that threatens the audience with a negative, physical, psychological, and/or social consequence that is likely to occur if they engage in a particular behaviour. This paper explores: the effectiveness of fear appeals; the impact gender and age have on the effectiveness of a fear appeals; and ethical concerns relating to fear appeal advertising. This study comprises a two stage data collection process: focus groups and depth interviews. Firstly, two focus groups were conducted. The participants …

The Industrial Dynamics Of Order Rationing, Shortage Gaming, And Retail Promotions Demand Shock: A Discrete Event Simulation Experiment, Uio In Sara Liao-Troth

Electronic Theses and Dissertations

This research investigates the impact of order rationing strategies, shortage gaming responses, and retail promotions demand shock on the long-term system performance of the inventory ordering and fulfillment process between competing retailers and a shared upstream manufacturer. The research addresses a need to understand the horizontal dynamics of competition for supply inventory among interconnected entities within business systems. It also expands understanding of the interactions between various manufacturer order rationing strategies and retailer shortage gaming responses, in the context of supply capacity constraints arising from a retail promotions demand shock.

A discrete event simulation based on a US major appliance …

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

Ginger Rosenkrans

No abstract provided.