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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Using Consumer Personality To Direct The Creation Of More Effective Advertisements, Connor Keith
Using Consumer Personality To Direct The Creation Of More Effective Advertisements, Connor Keith
Selected Honors Theses
Advertising is one of the most pervasive forces in business and culture today. All advertisers are seeking ways to be more effective in order to reach consumers better. One of the ways they can do this is by targeting certain personality types in their advertisements. This thesis seeks to find the differences in responses to advertisements from consumers with different personality types. A survey is used in conjunction with a personality test to study if consumers are most influenced by advertisements targeted toward their personalities. Suggestions are given for how to create and distribute advertisements to be most effective for …
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Selected Honors Theses
In an increasingly turbulent market, marketers are having difficulty predicting consumer demands, and academics are finding that traditional marketing theory is no longer highly effective in making educated marketing decisions. With the growth of Entrepreneurial Marketing (EM) research over the past several decades, researchers have found these practices to be effective not only for SME’s but also for larger firms. Because of this, researchers are offering Entrepreneurial Marketing theory as a solution for all firms seeking a competitive advantage in a volatile market. Entrepreneurial Marketing, which is the innovative, opportunity seeking approach most entrepreneurs and small and medium enterprises (SMEs) …