Marketing Commons^™

The Massillon Academic Success Project: An Investigation Of How Disadvantaged African American Students Can Rise Above Barriers To Academic Achievement, Oscar T. Mcknight

Oscar T McKnight Ph.D.

No abstract provided.

Understanding The Effectiveness Of Product Placement: The Roles Of Placement Congruency And Information Processing, Kavita Jayaraman, Jing Zhang

Faculty Publications

This project examined the influence of placement congruency and information processing on the effectiveness of product placement in a TV sitcom. In an experiment, we found that compared to an incongruently placed product, a congruently placed product elicited lower level of product recall, but more favorable product attitudes among respondents. Moreover, this attitudinal effect was more pronounced when the respondents engaged in incidental (vs. deliberate) information processing when they watched the TV program.

The Influence Of Online Word Of Mouth On Product Sales In Retail E-Commerce: An Empirical Investigation, Alanah Davis, Deepak Khazanchi

Information Systems and Quantitative Analysis Faculty Proceedings & Presentations

The ability to exchange opinions and experiences online is known as online word of mouth (WOM). Due to the high acceptance of consumers and their apparent reliance on online WOM it is important for organizations to understand how it works and what kind of impact it has on product sales. Using the well-established notions of volume and valence to describe online WOM, we empirically evaluate the hypothesized relationship between online WOM in a retail e-commerce site and actual product sales. Our analysis of the data shows that there is a significant change in the number of products sold following the …

More Than Meets The Eye: The Import Of Retail Cigarette Merchandising, Richard W. Pollay

Richard W. Pollay

No abstract provided.

Using Teen Chick Lit Novels To Teach Marketing, Peter A. Maresco

WCBT Faculty Publications

This paper will outline how the author uses the sub-genre of teen fiction referred to as teen chick lit to teach students the marketing concept known as product placement. The paper provides the rationale for using fictional teen focused novels as a vehicle for teaching product placement as well as an overview of the teen chick lit genre. A discussion of the value of using teen fiction in class, student project, its success and issues raised are also discussed.

Heylen Bvba (Belgium), Thomas Cooney

Case studies

As Tom Heylen reflects upon his early days in business, he often wonders how his company Heylen bvba survived. He had left university after just one year of studying biology in order to pursue a business opportunity that he believed existed in the market and that needed to be acted upon without delay. About that time, nature had become modified to such an extent (particularly in Europe) that biodiversity could only be conserved through active management and restoration of the few natural areas which remained. Such management required innovation, specialised equipment, and knowledge in order to be successful. But those …

Daft.Ie (Ireland), Thomas Cooney

Case studies

Eamonn and Brian Fallon sat in their office at the Digital Hub near the Guinness Brewery in Dublin and reflected upon their success. It was a beautiful day outside and the sun shone warmly through the windows. About them on the walls was an array of awards that they had collected over the past two years. Indeed they had received a telephone call earlier that day informing them that the radio programme ‘Down To Business’ on NewsTalk 106 had selected them as a leading example of best business practice and wanted to interview them. It was yet further recognition that …

Posters : Art & Advertising, Stephen S. Holden

Stephen S Holden

Posters were developed as a medium for both art and advertising forming the foundation for much advertising today which continues to blend aesthetics of art with the practicality of commerce. Accordingly, the history of the development of outdoor and more specifically poster advertising is reviewed for an understanding of how these two domains were married into one. Through this, an understanding of how posters introduced art to advertising thereby representing an important leader to most other more modern forms of media and initiating the longstanding tension in advertising as creative art and commercial gain. The third section reviews the evidence …

Ecoserve (Ireland), Thomas Cooney

Case studies

Roisin Nash had just finished reading a new report that had recently been launched by the Minister for Communications, Marine and Natural Resources Noel Dempsey at the headquarters of the Marine Institute at Oranmore in County Galway. The report, entitled ‘Sea Change – A Marine Knowledge, Research and Innovation Strategy for Ireland 2007- 2013’, presented a national agenda (comprising of science, research, innovation, and management) aimed at a complete transformation of the Irish maritime economy. Roisin felt that the report provided a clear and realistic picture of future opportunities and challenges within the Irish marine industry, and that it would …

South Hill Enterprise (Ireland), Thomas Cooney

Case studies

Billy Barrett was facing challenges as a consultant that he had never previously experienced. All of the goals that are expected in business practice were not amongst the main priorities here. Confused, he asked Maura Melia (Manager of South Hill Enterprise) if he could clarify the situation.

Guardian Angel (Ireland), Thomas Cooney

Case studies

It was the summer of 2006 and three friends of many years had come up with a business idea that they believed could be a money-spinner for all of them. Maria Harrison, Krystle Malone and Marie Lyons had all been students at the Technological University Dublin and had recently completed their degree in Marketing. As part of their programme, they had taken a course on Entrepreneurship by way of interest rather than any deep-rooted desire to start their own business. But now, they are about to meet a venture capital company to ask for €300,000 to get the business started. …

The National Game And Irish Society: The Gaa As A Cultural Brand, Aine Carroll

Masters

The link between brands and culture is well documented (McCracken, 1986; Ritson and Elliott, 1999). However the purposeful creation of brands related to culture is less evident (Vincent, 2002; Holt, 2004). It is this lack of theoretical understanding of cultural brands that drives this study. The objective of this study is to investigate the Gaelic Athletic Association (GAA) as an iconic brand within the socio-economic context of Ireland. The literature has been divided into two chapters, the first is an overview of consumer culture as the context within which brands have taken on great importance, in the construction of self …

The Theoretical Separation Of Brand Equity And Brand Value: Managerial Implications For Strategic Planning, Randle D. Raggio, Robert P. Leone

Marketing Faculty Publications

During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this paper, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value.

Retooling The Corporate Brand: A Foucauldian Perspective On Normalisation And Differentiation, S. R. Leitch, Judith Motion

Faculty of Commerce - Papers (Archive)

In this article we draw upon the social theory of Michel Foucault to explore the neglected tension between normalization and differentiation in corporate branding. The mainstream response within the corporate marketing literature to addressing this tension is exemplified by Deephouse who argues for the identification of a ‘strategic balance point’35 which would lead managers to strive for the singular identity that represents the ideal compromise between differentiation and conformity. In contrast we contend that corporate brands exist in multiple discourse contexts, that the tension between normalization and differentiation must be managed within each of these contexts, and that the brand …

The Experience Of A Lifestyle, Brian Lonsway

School of Architecture - All Scholarship

This essay traces the evolution of themed environment design from theme parks to a series of new architectural types – Urban Entertainment Destinations, Lifestyle Enhancement Centers, and Lifestyle Villages – as a chronicle of spatial mediation from urban décor to urban design technique. Culled partly through semiotic deconstruction and partly through ethnographic investigation, this history examines the environmental design techniques employed in these spaces in order to better understand the relationship of design practice to the cultural practices of work and leisure.

From spatialized branding strategies to the neo-urbanist configurations of location-based entertainment, leisure/entertainment ventures use these narratively motivated techniques …

Echinades Fish Farm (Greece), Thomas Cooney

Case studies

The past decade had seen a dramatic decline in the regional economy along the west coast of the Greece as agriculture faded and few incentives existed for manufacturing companies to locate there given its relatively poor infrastructure. Since the long-established Greek strength of tourism was still focused on the islands and in areas where large natural beaches offered holidaymakers the opportunity to lay out in the glorious Mediterranean sunshine, this region of barren land and traditional lifestyle offered little to entice the modern tourist. Despite this pessimistic background, Nikos Anagnopoulos stood on the deck of the small boat that had …

Digicel Foundation (Haiti), Thomas Cooney

Case studies

It was a beautiful day on March 5th 2007 and the official launch of the Digicel Foundation Haiti was drawing to a close. The Foundation had been inaugurated at a special ceremony to mark the completion of the Foundation's first project, the rebuilding in record time of the Ecole Mixte Lageho (a primary school in the hurricane ravaged Pont Janvier rural community of Thomazeau), thanks primarily to the combined efforts of Digicel staff and local community members. Denis O'Brien (Digicel Group Founder / Chairman and Patron of the Digicel Foundation) was joined at the ceremony by the Prime Minister of …

De Boerinn (Netherlands), Thomas Cooney

Case studies

Hendrik Jan Hoogendoom and his parents sat around the family dinner table and once again discussed the key problem facing the business in which they all worked. There had been many changes in the use of their land over the past two decades but they knew that they had not yet achieved the maximum economic return from it. Currently, the primary income came from recreation activities, which were extremely successful for six months of the year. But the challenge remained on how they could keep the business equally active during the long cold winter months.

An Analysis Of Lean Management Procedures In The Irish Audi And Volkswagen Dealer Network, Clive Atkinson

Theses

This study provides an analysis of lean management procedures within Irish motor retailers from the perspective of senior managers working in franchised Audi and Volkswagen dealerships. Richardson (2007) suggests the danger for some organisations operating in good economic conditions is the ability of poor performers to earn healthy profits through little effort, thereby creating a lack of urgency to improve processes within the business. This may be applicable to motor dealerships in Ireland since the advent of the “Celtic Tiger”. Advocates of lean management contend the implementation of lean techniques can increase efficiency within an organisation and create a sustainable …

Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media. The Internet is clearly dynamic in nature, and CGM will be of interest to marketers as e-commerce races ahead. The basis for the growth and the importance of such sites will be explored to improve our understanding of their development and use by marketers. Our research will consider the domestic and global behaviors, and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to …

Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren

Management and Marketing Faculty Publications

Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.

The Potential Effects Of Corrective Advertising On Consumer Beliefs Mandated By U.S Vs. Philip Morris Usa, Inc. (2006), Brook Leigh Plack

Inquiry: The University of Arkansas Undergraduate Research Journal

In US v. Philip Morris USA Inc. (2006), six major tobacco companies were ordered to provide funding for an extremely large corrective advertising and marketing campaign. The Court ruled that consumers may have been misled and deceived about the (1) health effects of smoking, (2) addictiveness of smoking, (3) lack of health benefit from low tar/light cigarettes, (4) companies’ manipulation of nicotine delivery and cigarette design, and (5) health effects of secondhand smoke. Using print advertising copy test procedures, this research focused on the potential effectiveness of test ads submitted to the Court in impacting these target beliefs. In an …

How To Succeed In Advertising When All You Have Is Talent (Second Edition), Laurence Minsky

Laurence Minsky

No abstract provided.

Strategies For Success, Laurence Minsky

Laurence Minsky

No abstract provided.

Blink And They're Gone: A "Quick-Take" On Impulse Purchase Behavior And Enrollment Marketing In Higher Education, Oscar T. Mcknight, Ronald Paugh, Vahn Knight

Oscar T McKnight Ph.D.

The college-decision process that prospective students make has been characterized as deliberate and prolonged -- a classic extensive problem solving behavior model. New research indicates that a significant proportion of students engage in impluse purchase behavior when choosing a college. Marketing implications for enrollment management and "Blink An Intervention Model" are presented