Advertising and Promotion Management Commons^™

Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns

AMTP Proceedings 2021

COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that …

Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon

AMTP Proceedings 2021

In this analysis, we examine the motorcycle industry in terms of Cialdini’s concept of Pre- Suasion. We use the chapter titles from the book to explore how these concepts could or should help the motorcycle industry adapt to shifts in its markets, shifts that are both demographic and cultural. In the process, we also explore ideas like product gentrification and choice architecture, ideas at the heart of the motorcycle marketing problem. We conclude that motorcycle promotions and messaging lack traction with younger buyers. We close with an extensive list of questions calling for further research.

From Overt Threat To Invisible Presence: Discursive Shifts In Representations Of Gender In Menstrual Product Advertising, Valerie Gannon, Olivia Freeman, Rachel Campbell

Articles

The menstrual product brand ‘Always’ and its #LikeAGirl campaign has made headlines for being at the forefront of a menstrual liberation, championing female empowerment and gender equality. This paper utilises a visual discourse analysis approach (Rose, 2016) to explore the discursive shifts in ‘Always’ advertisements over the past four decades. Specifically, the question as to how the construction of menstruation has changed over time in the advertising discourse of the ‘Always’ brand is addressed. Three dominant discourses of menstruation are identified: overt threat, uncontrollable and invisible. These discourses function as strong claims to truth as they reach the everyday life …

Honors Research Project Goodyear Business Suggestion, Drew Hodgson, Seth Gwirtz, Isabel Hartzler, Heather Kriston, Savannah Novak

Williams Honors College, Honors Research Projects

Our project takes on the task of evaluating the current market of the tire industry in todays pandemic. We are taking our findings to the local company Goodyear, and supplying suggestions to their firm in order to help their bottom line going forward. At the end of this, we will propose to Goodyear a solution within their firm on whether to pivot, expand, or downsize their current operations.

Feasibility Of Podcasts And City By City Analysis For Upside.Fm, Nicholas Mcfadden, Adam Sacks, Logan Dusseau, Angela Rizzo, Sarah Wieser

Williams Honors College, Honors Research Projects

The objective of the project is to conduct a feasibility study for Upside, with regard to their underlying business model. We then hope to make recommendations for other cities and complementary products that can fit under the Upside umbrella.

Analysis Of The Podcast Industry And Business Growth Of Upside.Fm, Alyson Stoll, Katelyn Stanoch, John Skakun, Samantha Heim, Maanasa Humchad

Williams Honors College, Honors Research Projects

This paper explores the podcast industry with a focus on business related podcasts about entrepreneurship and startup businesses. The paper works to analyze the podcast industry and midwestern startup cities in order to assist podcast company, Upside.fm, in expanding their business model. The two main ideas researched throughout the paper are consumer behaviors in the podcast industry and the entrepreneurial ecosystems of multiple midwestern cities in the U.S including, Minneapolis, Minnesota, Kansas City, Missouri, Pittsburgh, Pennsylvania, and Indianapolis, Indiana. For the consumer behavior aspect of the research, a survey was conducted and analyzed to discover what podcast listeners enjoy and …

Covid-19 Impact On Produce Perks, Taylor Swindall, Anna Muntin

Williams Honors College, Honors Research Projects

Despite the benefits of diets containing fresh fruits and vegetables such as a lower risk of heart disease, very few Americans, especially low-income individuals, consume enough to meet the recommended amounts. For our Honor’s Project our team focused on the Ohio based SNAP-EBT food share program Produce Perks. To do so we studied two sets of data to our answer our research questions; ‘Has COVID-19 further impacted low-income individuals’ fruit and vegetable consumption’, How is the Produce Perks program impacted low-income consumers’, and “How can this program be better marketed to include more low-income individuals. Through our research we were …

Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar

Atlantic Marketing Journal

This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special

Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller

Atlantic Marketing Journal

Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and …

Higher Education Advertising Expenditures’ Impact On The Key Performance Indicator Of New Enrollments Using Information Systems And Business Analytics, Alison Munsch Phd, Charles Cante Phd, Jason Diffenderfer Ma., M.S.

Journal of International Technology and Information Management

The impact of advertising expenditures on student enrollments has not been explored extensively in the literature. The higher education sector demonstrated an increase in paid advertising but soft overall higher education enrollments recently. This research explored the relationship between advertising expenditures in higher education and new enrollments using information systems and business analytics. Results indicate a weak association between advertising expenditures in higher education and the key performance indicator of new student enrollments. A contribution of this study is to the media planning function and users of information systems and analytic techniques for actionable insights.

A Podcasting Series On Employing Podcasts As An Effective Marketing Method For Small Businesses, Sevohn Alexis Bree Hunter

Graduate Theses, Dissertations, and Problem Reports (ETD)

This time has been called the "Golden Age" of podcasting. The number of people listening to podcasts continues to grow year after year as the medium itself continues to evolve. The ability to target specific, or niche, audiences is one reason why podcasting is so attractive to consumers. This also makes podcasts useful for small businesses. Like podcasts, small businesses can target niche audiences and cater to specific needs. The purpose of this project was to investigate the benefits of podcast marketing as it pertains to the uncertainty reduction theory and to create a podcast that can serve as a …

Fostering Music Performers In The 21st Century: A Contemporary Professional Perspective Toward A New Curricular Agenda For Graduate Study In Music, Andre Januario

Graduate Theses, Dissertations, and Problem Reports (ETD)

What if the core curriculum for graduate students in music performance were designed to prepare students to succeed in the world of the Fourth Industrial Revolution?

This dissertation offers a hypothetical answer: a structured and systematic academic curricular framework for music graduate students of performance of concert music (especially those in terminal degrees, such as doctoral students), along with music instructors, professional music performers, school administrators, and college professors, seeking to prepare such students for achieving and maintaining a music career more in keeping with the current work environment, especially those skills demanded by the Fourth Industrial Revolution and the …

Three Essays On The Impact Of Cuteness On Consumer Behavior, Alexis Taeeun Yim

Graduate Theses, Dissertations, and Problem Reports (ETD)

Over the last decade, the world has seen a rise in the popularity of cute stimuli. Adorable baby pictures, fluffy puppy videos, and whimsical emojis seem ever-present in social media news feeds and friends’ posts. In addition, products marketed toward adults that feature cute characters drive sales worth billions of dollars. The growing presence of cute stimuli in our daily lives is accompanied by emerging research on their social and behavioral impacts. Correspondingly, the current dissertation consists of three essays that contribute to the literature on cuteness by empirically testing the impacts of cuteness in the marketplace. To extend the …

Love The Customers: Principles Of Interpersonal Relationships Applied To Social Media, Tracey Kyles

UNF Graduate Theses and Dissertations

Social media has changed communication, and its influence is far-reaching. Companies have adapted and tweaked their marketing strategies to more personal approaches to reach their audiences. This is especially evident in recent years. It can be observed, for example, by fast-food Twitter accounts attracting the attention of online users through witty personas and sarcastic tweets. This phenomenon is the motivation of this research looking into relationships between brands and their social media followers. Here, interpersonal relationship theories are referenced to uncover what encourages these kinds of relationships as well as discover which methods deliver the most positive responses, likes, and …

Student Retention In Higher Education: Effect Of The Campus Fitness Center On Women, Leslie Marie Gordon

UNF Graduate Theses and Dissertations

Of the 3.5 million first-time in college, full time students who began college in fall 2017, 74% returned for fall 2018, with 61.7% retained at their starting institution. Covid-19 has negatively impacted retention; in addition to normal attrition, one of every five students did not return to campus in fall 2020. Researchers have gauged both academic and social factors that positively influence retention and note the use of the campus fitness center (CFC) as one social factor; however, women are less likely to use the CFC, are one third as likely to exercise, and experience more numerous fitness obstacles and …

Implementation Of Green Marketing Concept Throughsocial Media Activities: A Systematic Literature Review, Elnur Nabivi

Journal of Marketing and Consumer Behaviour in Emerging Markets

The last century’s industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using “green marketing” strategies. Green marketing refers to the development and marketing of products that are considered environmentally safe. Furthermore, the extensive use of the Internet and increasing social media’s importance in recent years forced brands to communicate with consumers in this way. In this study, these two mega-trends influencing contemporary consumer behavior were combined: social media and green marketing. …

Unl Digital Commons: Enhanced Online Distribution For Your Knowledge Capital, Paul Royster, Sue Ann Gardner

University of Nebraska-Lincoln Libraries: Presentations

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We host & distribute: • Journal articles • Book chapters • Technical reports • Patents • Posters • Theses & dissertations • Extension materials • Educational resources • Brochures and news articles • Newsletters

Traffic comes via: Google 90% • Google Scholar 6% • Internal 2% • Baidu, Bing, etc., 2%

We can offer •Worldwide distribution • Metrics and analytics • Storage and preservation

Download maps of Europe, Asia, Africa, South America (past 90 days)

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Internet Transparency Of Local Men’S Health Clinics In Nebraska, Jinfeng Jiang, Jordan Stegman, Christopher M. Deibert

Graduate Medical Education Research Journal

An overview of Men’s Health Clinics offering Testosterone Therapy in a Midwest State.

Introduction/ Background – Since 2001, there has been a 300% increase in the use of Testosterone therapy. However, there remains limited published data on the demographics of facilities and providers that advertise this service. This study aims to look at such demographics of advertised Men’s health clinics in Nebraska.

Methods/ Materials – An internet search was conducted with the phrases “Nebraska Male health clinics, Nebraska Low T/testosterone, Nebraska Hormone Replacement Therapy”. All clinics that were found offering Testosterone therapy with Men’s health in their mission statement were …

South African Millennials’ Attitudes Towards The Communications Effect Of Youtube Marketing, Rodney G. Duffett Associate Professor

The African Journal of Information Systems

YouTube (YT) is the largest global digital video information and communication technology (ICT) channel and has become an important channel for companies and their brands to reach younger target markets with their marketing communications (MC). The main objectives of this research are to determine the effect of YouTube marketing communications (YTMC) on traditional and non-traditional attitudinal relationships, and to establish whether demographic variables and usage factors have an effect on traditional attitudinal relationships among the South African millennial cohort. A multi-stage sampling method was employed and 1,900 millennial cohort members (aged 18-32 years old) participated in the survey. Structural equation …

A Multimodal Analysis Of Bangladeshi Fairness Product Advertisements, Shushmita Hossain Khan

Student Works (2020-2029)

The notion of beauty is associated with fair skin tone in Bangladesh. Bangladeshis have varied skin tones although generally most of the people have a dark complexion. Fairness product advertisements tend to suggest that fair complexion is essential for marriage, successful career and promote that using their products can help women to achieve the perfect face, partner, and expected behavior from the society as well as acceptance from the opposite sex. This indicates that fair skin means superiority and beauty in Bangladeshi context. Although these advertisements have gone through some changes in last five years, within these, the advertisements still …