Public Relations and Advertising Commons^™

A Humanistic Approach To Understanding Child Consumer Socialization In Us Homes, Lucy Atkinson, Michelle R. Nelson, Mark A. Rademacher

Mark A. Rademacher

We present findings from a qualitative, multisite, multi-method, longitudinal study of parents and their preschool-aged children that explores the intersections of marketing influences in the home and in the larger outside world of children. Findings indicate that preschoolers represent complicated and nuanced “consumers in training” beyond predictions based on their “perceptual stage of development.” Specifically, our data revealed interesting ways in which marketing and consumer culture can foster a number of pro-social consumer outcomes (e.g., charity, gift-giving, financial literacy). We also noted an emerging understanding by preschoolers of the social meanings of goods for identity construction and product evaluation. Finally, …

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Anke Arnaud

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Tamilla Curtis

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Take Two Tablets And Do Not Call For Judicial Review Until Our Heads Clear: The Supreme Court Prepares To Demolish The 'Wall Of Separation' Between Church And State, Terence Lau, William Wines

Terence Lau

In this article, we examine the issues that bring First Amendment jurisprudence to the grant of certiorari in Pleasant Grove v. Summum, scheduled for oral argument in the Supreme Court of the United States in November. We examine the historical basis for America’s religious heritage, the historical judicial treatment of the religious clauses, and the erosion of the wall of separation between church and state. We examine the Ten Commandments, finding inherent discrimination present in modern-day attempts to advance a particular version of the Ten Commandments as secular. By drawing upon Rousseau’s civic religion, we suggest alternative routes for the …

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

Terence Lau

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 …

Superman Needs You, Kirby Farrell

kirby farrell

A powerful leader in politics, business, or closer to home has “magnetism.” But leaders depend on followers, who follow because it’s rewarding. Consider the attention commanded by Donald Trump or even Adolf Hitler. Lives depend on it. Both figures use scripts centered on elimination of scapegoats as a technique of converting flight to fight emergency physiology in followers. Close attention can demytify euphemized homicidal ideation.

Leading The Horses To Water They'll Want To Drink: Strategies For Promoting Your Institutional Repository On And Off Campus, Daniel G. Kipnis, Msi

Daniel G. Kipnis

This presentation will outline strategies designed to promote institutional repositories to a university community.

Games Are Not Coffee Mugs: Games And The Right Of Publicity, 29 Santa Clara Computer & High Tech. L.J. 1 (2012), William K. Ford, Raizel Liebler

William K. Ford

Are games more like coffee mugs, posters, and T-shirts, or are they more like books, magazines, and films? For purposes of the right of publicity, the answer matters. The critical question is whether games should be treated as merchandise or as expression. Three classic judicial decisions, decided in 1967, 1970, and 1973, held that the defendants needed permission to use the plaintiffs' names in their board games. These decisions judicially confirmed that games are merchandise, not something equivalent to more traditional media of expression. As merchandise, games are not like books; instead, they are akin to celebrity-embossed coffee mugs. To …

The Language Of Tv Commercials’ Slogans: A Semantic Analysis, Mehwish Noor, Raza-E- Mustafa, Fakharh Muhabat, Bahram Kazemian

Bahram Kazemian

This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the …

Monsters, Ghosts And Coasters; Noise, Toys, And Sea Creatures: Comparing Six Major Theme Park Halloween-Themed Events, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

In times past, Halloween was recognized as a fairly innocent children’s holiday involving trick-or-treating in suburban neighborhoods. Today, Halloween is more commonly recognized as an opportunity for teenagers and adults to attend parties, dress in provocative costumes, and participate in increasingly terrifying scare zones at Halloween-themed events. This case study research analyzes social media communications of six major themed amusement parks in regard to Halloween. Three research questions are addressed and answered. The study identifies key similarities and differences between the parks’ communication outreach. Findings support earlier research suggesting Halloween-themed events contribute to negative social and cultural outcomes. The work …

Entertainment-Oriented Gratifications Of Sports Media: Contributors To Suspense, Hedonic Enjoyment, And Appreciation, Alice E. Hall

Alice Hall

Bringing Organizations Back In: Perspectives On Service-Learning, Community Partnership And Democratic Thinking In A Voter Engagement Project, Jennifer Jackman, Tiffany Gayle Chenault, Joy Winkler

Tiffany Chenault

Consumer Hookah Consumption: Is The Hubble Bubble The New Coffee And Cocktail?, Tracy Harmon-Kizer

Tracy R. Harmon-Kizer Ph.D.

Hookah smoking is a growing practice among American teens and young adults. In a single hookah smoking session, a smoker may inhale 100 to 200 times the volume of smoke inhaled in a single cigarette. Yet, the risks and adverse consequences of hookah smoking are relatively unfamiliar to health professionals, tobacco policy regulators and consumer behavior researchers. To extend our understanding of this epidemic-like consumption practice, this study explores consumer initiation and continued practice, and the meanings, attitudes and beliefs held by those who smoke hookah, especially with respect to cigarette smoking. Our findings reveal adulterated ways in which hookah …

Leading The Horses To Water That They Will Want To Drink: Strategies For Promoting Your Institutional Repository On And Off Campus, Daniel Kipnis

Daniel G. Kipnis

This presentation will outline strategies designed to promote institutional repositories to a university community.

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

Irene J. Dickey

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 Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis

Irene J. Dickey

This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …

Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis

Irene J. Dickey

One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …

Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene Dickey, William Lewis

Irene J. Dickey

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …

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

Irene J. Dickey

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 …