Advertising and Promotion Management Commons^™

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.

Interactive Marketing Strategies In Television Networks: Incorporating Satellite Media Tours In Twitter, Kathleen Maloney

Journalism

The following study investigates how to design and implement an effective interactive marketing strategy for the television industry. The study also explores how satellite media tours and social media, specifically Twitter, can be used together in an interactive marketing plan. As new technology is continuously being developed and target audiences are increasingly demanding instantaneous interactive content, it is pertinent to understand how to successfully use these tools in a marketing plan to engage audiences. According to Nick Abramovich, the Chief Executive Officer of Synaptic Digital, a multichannel digital media creation and distribution platform (Inc Magazine, 2011), “brands are realizing that …

Branding For A New Wellness Program: The Importance Of Brand Identity And Using Social Media, Jennifer Jenkins

Journalism

In today’s world, health organizations are all about losing weight and getting into shape. While this is important to maintain one’s health, it is not the only factor in a healthy lifestyle. Lou F. saw this great discrepancy in the wellness field, and decided that what was needed was an organization dedicated to mental health as well as physical health, encompassing fitness training, nutrition, and counseling for the everyday individual as well as the corporate world. With this idea in mind, Lou set out to create this type of organization. This paper addresses the importance of creating a strong brand …

Aesthetic Qualities Of Websites And Their Effects On Public Perceptions Of Agricultural Issues And Organizations, Chase Tyler Hundley

Graduate Theses and Dissertations

This study sought to evaluate perceptions of agricultural issues and organizations based on how information is presented visually in websites. Researchers intended the results to be used to help the agricultural industry more effectively communicate information through better website design and increased persuasiveness. The study was conducted through the use of three focus group sessions as mapped out by Krueger (1998a, 1998b, 1998c) and Morgan (1998a, 1998b). The study used non-agriculture students purposively selected from a class in the University of Arkansas School of Human Environmental Sciences as participants in the study. The subject demographics closely resembled the primary demographics …

Too Many Brands Spoil The Strategy, Mark Ritson

Mark Ritson

No abstract provided.

The Applied Psychology Of Harry Hollingworth: Roots In The Great Plains, Volume 1, Harry Hollingworth, Ludy T. Benjamin, Lizette Royer-Barton

University of Akron Press Publications

Harry Levi Hollingworth was one of the pioneers in the field known today as industrial-organizational psychology. He was the author of more than twenty books and a hundred scientific and theoretical articles. His honors were many, including serving as President of the American Psychological Association in 1927. In 1940, at the age of 60 and partly initiated by the sudden death of his wife, Hollingworth took stock of his life in an autobiography that focused on his origins and development in rural Nebraska and his subsequent career as a psychologist at Columbia University. For the first time, this autobiography is …

The Effects Of Message Quantification: The Modearing Role Of Numeracy, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

Although the numerical information effects has been reported in persuasive contexts, little research has investigated how numeric information in the drug efficacy appeals may affect consumers' evaluation of DTC advertising. Based on an experiment, the current study revealed that: (a) consumers reported more positive perceived message effectiveness of and attitude toward advertising toward numeric DTC advertising; (b) when consumers were lowly numerate, the persuasive effects of numeric information was stronger. When consumers were highly numerate, however, the persuasive effects of numeric information was significantly reduced; and (c) perceived message effectiveness was found to be a valid indicator of actual DTC …

Dtc Advertising And Perceived Importance Of Illness: Two-Sided Message And The Moderating Role Of Dtca Skepticism, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

To better understand consumers' coping mechanisms of DTC advertising and to address socially important health issues, the current study examined whether perceived importance of sleep disorders is influenced by DTC advertising. Two-sided message order and DTCA skepticism were hypothesized as predictors of the perceived importance. The results showed that there is interaction between order effects and DTCA skepticism. Theoretical, practical, and regulatory implications are discussed.

The Effects Of Statistical Information In Pharmaceutical Product Advertising, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

In the contexts of prescription drug (DTC) advertising, statistical information has been frequently used. However, little is known about how the statistical information affects consumer attitude toward the advertisement and perceived importance of an advertised illness. Based on an experiment, the present study explored the mechanism of consumers' DTC advertising information processing using structural equation modeling (SEM) approach. The findings revealed that: (a) the use of statistical information in DTC advertising positively related to perceived message effectiveness; (b) perceived message effectiveness positively related to attitude toward the advertisement and perceived importance of an advertised illness; and (c) message framing (gain …

Consumer Intention To Shop Online: B2c E-Commerce In Developing Countries, Shakeel Iqbal, Kashif Ur Rehman, Ahmed Imran Hunjra

Ahmed Imran Hunjra (PhD)

The development of dot com companies in 90s opened a new door of sales and revenue generation for the businesses world wide. The number of online shoppers increased dramatically within a very short span of time. While some people found it a convenient and sophisticated way of shopping, others remained reluctant to adopt this medium. Different factors are considered responsible for this variation in online behavior. Most of the researches on this topic are conducted in the developed countries so there is a need to study the phenomenon from the developing countries perspective. Based on existing literature on the topic …

Do Sensory Ad Appeals Influence Brand Attitude?, Sung-Joon Yoon, Ji Eun Park

Business Faculty Publications

This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences …

Common Practices In Destination Website Design, Cuauhtémoc Luna-Nevarez, Michael R. Hyman

WCBT Faculty Publications

The Internet has become a key marketing channel for tourist destinations. To identify typical features of destination websites, a content analysis of websites for top global destinations—by number of international arrivals—was conducted. Six factors were evaluated: primary focus, navigation and interactivity, visual and presentation style, textual information, use of advertising, and use of social media and travel aids. In addition, a cluster analysis was conducted to identify homogeneous groups of websites in the sample. The findings revealed three naturally occurring groups. Inter-cluster differences suggest that DMOs use different approaches to target potential visitors, as evidenced by websites ranging from purely …

Will Covent Garden Survive Delisting From Tesco?, Mark Ritson

Mark Ritson

No abstract provided.

Reducing Unlawful Prescription Drug Promotion: Is The Public Health Being Served By An Enforcement Approach That Focuses On Punishment?, Vicki W. Girard

Georgetown Law Faculty Publications and Other Works

Despite the imposition of increasingly substantial fines and recently successful efforts to impose individual liability on corporate executives under the Park doctrine, punishing pharmaceutical companies and their executives for unlawful promotional activities has not been as successful in achieving compliance with the Federal Food, Drug, and Cosmetic Act (FD&C Act) as the protection of the public health demands. Over the past decade, the Food and Drug Administration (FDA) and the Department of Justice (DOJ) have shifted their focus from correction and compliance to a more punitive model when it comes to allegedly unlawful promotion of pharmaceuticals. The shift initially focused …

Latet Database For Buy Email Lists 2015, Sha Ali Latest Database

Sha Ali Latest Database

If you interested buy email lists bring traffic from US, UK, Australia and many other countries. Latest Database have 300 million latest updated business mailing lists, consumer mailing lists and buy email lists of targeted category. Please visit now for more information our contact: http://www.latestdatabase.com/ Email : sales@latestdatabase.com phone: +8801758300772 skype: lija.akter

Branding Lazos De Amor: Importance And Challenges Of Branding Small Non-Profits, The Journey Towards A Better Brand., Sugey Terrero

Capstone Collection

Branding is an integral journey that precedes, includes and surpasses any marketing and advertising effort; it entails an internal process of self-discovery, combined with the exportation (marketing) of organizational values through visual and tangible means (advertising). This capstone focused on the following questions: why is branding important for non-profits? What factors contribute to non-profits not focusing on branding? In addition, what strategies can small non-profits use to develop and manage their brand more effectively? The first question was explored through literature, while the second was explored both theoretically and empirically beginning with an analysis of why branding is a challenging …

3dme: 3d Media Express From Rgb-D Images, Tam Nguyen, Lusong Li, Jun Tan, Shuicheng Yan

Computer Science Faculty Publications

Considering the continuously increasing availability and accessibility of 3D media and the depth camera such as Kinect, we demonstrate an innovative 3D media system called 3DME. The objective of this demo is three-fold.

First, the demo exhibits the creation of 3D images from RGB-D images. Second, 3DME allows a user to insert impressive effects to the produced 3D content. Last but not least, our demo is one of the first attempts toward advertising with 3D content.

Marketers Are Socially Stupid, Mark Ritson

Mark Ritson

No abstract provided.

Measures Of Perceived Credibility Of Blogs: Construct Validation By Lisrel, Uday S. Tate, Elizabeth Alexander, Suneel K. Maheshwari

Elizabeth Alexander

Predictions are that blogs will be the promotional tool of the future, if not now. The question remains: how credible are blogs as a source of consumer information? How do consumers perceive the credibility of blogs from different sources when making purchase decisions and product evaluations? The primary objective of the present study is to assess validity and reliability of a set of Semantic Differential scales purported to measure perceived credibility of different types of blogs. Confirmatory factor analysis via LISREL8.5 package was used to obtain appropriate statistics for convergent validity, discriminant validity, and composite reliability. In general, the scales …

A Different Smile, A Different Story: Global Advertising Adaptation For Chinese, Lin Shengdong, Paul Van Den Hoven

Paul van den Hoven

In the early 20th century (as well as today), global brands tend to adapt their global advertisements for Chinese consumers. A corpus of USA ads and Chinese ads for global brands of the early 20th century shows that ads originating in USA are seldom used without alterations for the Chinese market. However, the ads made in the USA do commonly serve as templates for the Chinese ad design. In these cases, there are usually more substantial adaptations than a mere ‘translation’ of verbal parts. A corpus of such obviously ‘paired’ advertisements enables us to study the ‘construction’ of the Chinese …

Measures Of Perceived Credibility Of Blogs: Construct Validation By Lisrel, Uday S. Tate, Elizabeth Alexander, Suneel K. Maheshwari

Suneel K. Maheshwari

Predictions are that blogs will be the promotional tool of the future, if not now. The question remains: how credible are blogs as a source of consumer information? How do consumers perceive the credibility of blogs from different sources when making purchase decisions and product evaluations? The primary objective of the present study is to assess validity and reliability of a set of Semantic Differential scales purported to measure perceived credibility of different types of blogs. Confirmatory factor analysis via LISREL8.5 package was used to obtain appropriate statistics for convergent validity, discriminant validity, and composite reliability. In general, the scales …

Measures Of Perceived Credibility Of Blogs: Construct Validation By Lisrel, Uday S. Tate, Elizabeth Alexander, Suneel K. Maheshwari

Uday S. Tate

Predictions are that blogs will be the promotional tool of the future, if not now. The question remains: how credible are blogs as a source of consumer information? How do consumers perceive the credibility of blogs from different sources when making purchase decisions and product evaluations? The primary objective of the present study is to assess validity and reliability of a set of Semantic Differential scales purported to measure perceived credibility of different types of blogs. Confirmatory factor analysis via LISREL8.5 package was used to obtain appropriate statistics for convergent validity, discriminant validity, and composite reliability. In general, the scales …

Herding Cats, Knitting Fog, And Nailing Pudding To The Wall: Toward A Mixed-Methods Approach For Evaluating Social Media Marketing In Libraries, Selene Colburn

UVM Libraries Conference Day

Just a few years ago, social media tools were so new that adapters were considered innovators. Many academic libraries now routinely share information about their collections, programs, and services through these modalities, but how do we evaluate our efforts, in a medium that remains inherently experimental? This paper will look at both qualitative and quantitative evaluative measures that can be used together to assess the efficacy of social media marketing campaigns and will provide conference-goers with sample rubrics for assessing the use of Facebook, Twitter, and YouTube.

Examining Corporate Social Responsibility In Thailand: A View From Thai Companies, Nutthanun Rajanakorn

Doctoral Dissertations

This study aims to understand the perceptions and meanings of corporate social responsibility (CSR) in the context of Thailand. Phenomenology was used to explore the inquiry of how Thai executives perceived and implemented their companies’ CSR. Twenty long-interviews were conducted with Thai executives who were directly involved in and in charge of CSR in their companies. Several themes emerged from the study, and the findings were presented in the aspects of their perceptions of CSR involvement, the motivations, the benefits, and the overall meanings of CSR. Giving back, caring for and helping /sharing, and developing and creating are three themes …

Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park

Doctoral Dissertations

Trust judgment of an organization’s publics validates the existence of an organization as well as being one of the most powerful moderators of public relations effectiveness. The ideas of trust as one of the key dimensions to explain relational status between an organization and its key publics has been around more than a decade. Over the last two decades, the idea of trust in fact has been showing rising prominence across many diversified studies of relationship and relationship management. In relationship management, one of the important goals of public relations is to build mutually beneficial relationships among organizations and their …

Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder

Pell Scholars and Senior Theses

The fashion industry continuously faces the issue of fashion piracy, retailers intentionally copying fashion designs from the runway and cheaply manufacturing them to sell at a low price. While large retailers are soaring, many young designers are struggling to survive. Fashion labels are turning to better marketing strategies and the use of social media to increase their popularity, image and revenue. This thesis covers the rise of Twitter, and how fashion designers, specifically Diane Von Furstenberg, Nanette Lepore, and Tory Burch, use Twitter and for what purpose. My goal is to determine if the use of Twitter fosters brand growth …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

WCBT Faculty Publications

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.

The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

Be Memorable: Library Advocacy Through Compelling Storytelling, Carol A. Watson, Suzanne R. Graham, Jason Tubinis

Presentations

Whether persuading an administrator within your institution or lobbying for external action, storytelling can be a powerful and compelling advocacy tool. Telling stories about real people and real challenges is an effective means for convincing others of your viewpoint. What makes a good story? How can you incorporate the elements of storytelling into your advocacy efforts?

After learning the fundamentals of a persuasive story and how to successfully integrate the story within a strategic advocacy campaign, participants will have the opportunity to practice their newly acquired skills in small groups. Volunteers from the small groups will share their story drafts …

Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau

Management and Marketing Faculty Publications

The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-­‐cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y have the most positive attitude toward mobile marketing, and their overall attitude is significantly more positive than the attitudes of French and American Gen Y groups. While American Gen Y's behavioral intentions are …