Social and Behavioral Sciences Commons^™

Impact Of The 2003 Illinois Gaming Tax Rate Increase On Marketing Spending And Cross-State Substitution, Mikael Bengt Ahlgren

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this research was to investigate three potential consequences related to the 2003 Illinois Gaming Tax rate restructuring. The first section presents the assessment of whether a higher tax rate motivated an Illinois casino operator to reduce of marketing/promotional expenditures in an attempt to negatively influence revenues. The second establishes if the surrounding state gaming operators reacted to the increased Gaming Tax rate in Illinois, by raising their marketing spending. The last section clarifies whether the changes to the Illinois Gaming Tax Schedule impacted gaming volumes in the neighboring/competing states of Indiana, Iowa, and Missouri.

The analysis relied …

The Beauty Industry's Influence On Women In Society, Ann Marie Britton

Honors Theses and Capstones

There has been a significant amount of research done on the effect that advertising in the fashion and beauty industry has on women. By creating advertisements with unrealistic images of beauty, it has resulted in anxiety, low self-esteem, and low self-confidence in many women. Most of these negative emotions stems from unhappiness among body and appearance. Less research has been performed relating to cosmetics and how this can have an influence on women, and how women can use cosmetics to manipulate their appearance. This paper first discusses the existing research that focuses on the cosmetic industry’s influence on women. From …

How Did Nike Get The Swoosh Into Skateboarding? A Study Of Authenticity And Nike Sb, Brandon Gomez

Media Studies - Theses

Skateboarding is widely regarded as a subculture that is highly resistant to any type of integration or co-option from large, mainstream companies. In 2002 Nike entered the skateboarding market with its Nike SB line of shoes, and since 2004 has experienced tremendous success within the skateboarding culture. During its early years Nike experienced a great deal of backlash from the skateboarding community, but has recently gained wider acceptance as a legitimate company within this culture. The purpose of this study is to examine the specific aspects of authenticity Nike was able achieve in order to successfully integrate into skateboarding. In …

Developing The Creative Groundwork For Building Insight-Provoking Tools, Janese Evans

Creativity and Change Leadership Graduate Student Master's Projects

Developing the Creative Groundwork for Building Insight-Provoking Tools

The field of Marketing Research strives to reach its potential as a provider of insights related to consumer attitudes and behaviors. Departments have been renamed and hopes have been raised, but little change in process or deliverables is apparent. As a Marketing Research professional, I see that, generally, members of my profession demonstrate a keen lack of skill definition and training around practices that lead to insight. My Master’s Project lays the groundwork for me to become a change leader as a catalyst for insight skill-building in my field. The project includes …

Greening The Market: The Development And Effect Of Environmental Terms On Consumer Perception Of Products, Jae Parker Heiner

Theses and Dissertations

History, discourse analysis, and corpus linguistics show the green movement (humankind's response to issues affecting the environment) to have proliferated both ecological ideologies and the linguistic tools to discuss them, (R. J. Alexander, 2002; Bang, Døør, Steffensen, & Nash, 2007; Carvalho, 2007; Mahlberg, 2007; Wang, 2009) showing the development of green or environmental language in the lexicon. The topic has also left its mark on the market, and green market research has shown effects of messages on perceptions of green brands (Phau & Ong, 2007) and profiles of m (J. A. Roberts, 1996). However , surprisingly little research has been …

Advertising Preferences Among College Students, Bianca A. Vasvani

Psychology and Child Development

The purpose of this study was to examine if there is a difference in advertising preferences among college students. Three different types of advertisements were presented for five different products for the participants to review in this study. These three types of advertisements were sex, computer generated imagery and sustainability. The five different products were Orbit Gum, Pepsi, Absolut Vodka, Nike and Aveeno. The participants were asked to rate which one of the three advertisements was most compelling. The variables of gender, ethnicity and year in college were examined. The study also wanted to find out which advertisement overall was …

Flavor Of Slo 2012: Applying Concepts From The Communication Discipline To The Marketing And Execution Of A Local Event, Courtney Keiko Ai Hua Wen

Communication Studies

No abstract provided.

Understanding Sustainability: An Examination Of Encoding And Decoding Of Promotion Materials For Green Consumers, Muriel Paige Cross

Undergraduate Honors Thesis Collection

Organic farming and foods, sustainable, No Impact Man, the "green movement," "localvore," The Ominvore's Dilemma, and socially and environmentally conscious are all ways to describe a growing subculture concerned with keeping the world a healthy and livable place because of lifestyle, ecological or ethical reasons. Consumers connect with this issue for various reasons ranging from the personal, such as seeking out healthy options, to the social, such as environmentalism and sustainability. Marketers have embraced these consumers as a profitable market segment, as illustrated by the increasing number of organic brands and products in the market today. Three-fourths of U.S. consumers …

Analyzing The Effects Of Brand Mascots On Social Media: Johnson City Power Board Case Study., Kristopher Caufield

Undergraduate Honors Theses

This paper examines the effects of a brand character or mascot on the brand and social media interactions. A case study was conducted on the recent introduction of Johnson City Power Board's new mascot Will Power. Facebook statistics were used to determine the amount of interaction certain posts received on the Johnson City Power Board's Facebook Page. Will Power posts received more interactions than any other topic for the Power Board.

Marketing In An Automobile Dependent Society: An Analysis Of Consumer-Oriented, Industry-Produced Advertising Material, John Ridout

All Dissertations

Despite the best intentions of public policy to cure societal ills, for the individual American consumer, the solution to the problem of automobile dependence is simple: buy an automobile. Consumers are alleviating societal pressure of not having a car rather than focusing on the negative impacts of vehicle usage after the purchase. Marketing and advertising play an important role in portraying how the public views transportation. Marketing reinforces automobile dependence and automobility by creating images and messages that say the norm of American life requires an automobile; therefore, marketing creates, controls, and reinforces values within the automobile consumer culture. Addressing …

Modern Political Marketing: An Analysis Of Tactics, And The Changing Role Of The Media, Jill Donovan

Journalism

Political marketing is evolving. Campaigns now rely on political marketing for success in elections, without the marketing tactics they employ; their messaging would not be distributed to the voting public. In many of the political marketing models and theories, however, there is a massive omission; the role of traditional media as an overwhelmingly influential factor over the voting public, which can misconstrue and negatively impact the message of the candidate. This study analyses classical marketing tactics a political marketer uses, and examines the changing environment of traditional media with the rise of social networking.

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 …

Consumer Xenocentrism And Consumer Cosmopolitanism: The De-Velopment And Validation Of Scales Of Constructs Influencing Attitudes Towards Foreign Product Consumption, Steven James Lawrence

Wayne State University Dissertations

Like many other attributes, consumers exhibit varying degrees of preference with regard to foreign and domestic products. Some consumers have preferences for domestic products while other, seemingly similar, consumers prefer the foreign counterpart. Product quality differences aside, we aim to investigate the attitudinal constructs behind the varying preferences among consumers as they relate to foreign and domestic products.

The author created two new scales for the measurement of the consumer xenocentrism and consumer cosmopolitanism constructs. The consumer xenocentrism scale is intended to measure consumers' favorable orientations to products from outside their membership group. The consumer cosmopolitanism scale is designed to …

Cracker Barrel's Culture: Exporting The South On America's Interstate Exits, Susan Nicola Penman

Electronic Theses and Dissertations

Cracker Barrel Old Country Store® is a chain restaurant and gift shop with its origins in the South. Formed in 1969 in Lebanon, Tennessee, its success story is one that has much to do with how the company has decided to market and advertise itself along regional lines. This thesis explores the regional elements in Cracker Barrel's language, products, and reputation. It focuses on the company's geographic origins, its history and company lore, and the impact of imitating a historically segregated space (the "old country store"). In addition to that, an integral part of this thesis is the role of …

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 …