Advertising and Promotion Management Commons^™

What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford

Marketing Faculty Publications

An introduction is presented in which editor discusses various articles within issue on topics including source-credibility theory and its impact on brand performance for celebrity endorsements, celebrity in advertising can influence consumer perceptions and market value of celebrity endorsement.

Blogging As Marketing: From Writing To Revenue, Matthew Headland

Williams Honors College, Honors Research Projects

This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging, …

Social Media Strategy For With Purpose, Kelly Lauck

Williams Honors College, Honors Research Projects

The intent of my Honors Research Project is to prepare, execute, and analyze a social media strategy as part of an education campaign for the childhood cancer organization With Purpose. The social media campaign that I created was part of a greater public relations campaign for With Purpose. I worked on a four-person team to develop the campaign for the Public Relations Student Society of America’s 2018 Bateman Case Study Competition.

In order to properly prepare and execute the strategy, I conducted a situation analysis to learn more about With Purpose, set social media goals and objectives to provide direction …

Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley

Atlantic Marketing Journal

This paper examines the ethical dilemma created because of the largely ineffective self-regulation of the advertising industry as it relates to children and the corresponding drastic increase in childhood obesity. Unhealthy food and beverage companies are intentionally targeting children who have not yet developed the cognitive skills necessary to discern programming content from advertising. Children, who have many years of consumption ahead of them, can be an appealing target market for companies promoting products high in fat and calories. Given that existing self-regulation policies have been largely unsuccessful, four potential solutions are discussed.

Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert

Atlantic Marketing Journal

Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.

A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo

Atlantic Marketing Journal

The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge …

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …

It's A Goodyear For Innovation, Nathaniel Rellinger, Erin Horstman, Miranda Radesic, Layne Mckinley, Nash Smalley, Rachel Starvaggi

Williams Honors College, Honors Research Projects

Innovation is nothing new to The Goodyear Tire and Rubber Company. The near future will bring another phase of evolution as the focus of tires sales will shift with the growing popularity of ride sharing, car sharing, and autonomous vehicles. For the scope of our project, it initially seemed obvious to use Goodyear’s good name as a selling point for a partnership with car sharing companies. We surveyed students at several colleges across Ohio that have car sharing fleets on campus and asked them about how they utilize the vehicles. After discovering through these interviews that ride sharing was more …

Ua Feature Twirler For A Day, Amy Mellinger

Williams Honors College, Honors Research Projects

This analysis includes a description of the first UA Twirler for a Day Event, the preliminary research done on the best practices for planning events such as this, and the process that took place to plan the event. It then goes into an analysis of the planning process, communication, registration, and execution of the event, as well as suggestions for planning similar events.

Strategies To Attract And Retain Customers For U.S. Private Country Clubs, Lisa Marie Burnside

Walden Dissertations and Doctoral Studies

The decline in the number of customers in the private country club (PCC) industry in the United States is causing a reduction of revenues, which inhibits the sustainability of the clubs. The purpose of this multiple case study was to explore marketing innovation strategies (MIS) that Arizona PCC managers used to attract and retain customers successfully. Relationship marketing theory was the conceptual framework; key constructs of the theory include customer loyalty, service quality, experience satisfaction, trust, and communication. The study explored successful MIS that PCC managers have used to attract and retain customers to prevent closure. Participants consisted of 1 …

Market-Entry Strategies Of Startup Owners, Evgeny Tsaplin

Walden Dissertations and Doctoral Studies

Russia's startups fail at high rates. The purpose of this multiple case study was to understand the market-entry strategies used by accelerated startup managers to succeed in business longer than the first 3 years. The target population for this study was 3 startup owners who completed an acceleration program from the Internet Initiatives Development Fund and continued to operate businesses that generated revenue. The participants in the study were located in 3 different cities in Russia: Moscow, Saint Petersburg, and Tomsk. The conceptual framework for the study was Raheem and Akhuemonkhan's theory of enterprise development and von Bertalanffy's general system …

Strategies For Reducing Short-Tenured Employee Attrition In The Retail Grocery Industry, Ogechi Ngemegwai

Walden Dissertations and Doctoral Studies

The purpose of this multiple case study was to explore strategies that managers in the retail grocery industry use in reducing short-tenured employee attrition in the West Midland states in the United Kingdom. Participants were 4 store managers who had managerial experience in the retail grocery industry, worked as a retail store manager in the West Midlands, and had experience implementing effective strategies to reduce employee attrition. The Herzberg 2-factor theory was the conceptual framework. Semistructured interviews were used to collect data. Data were analyzed using Yin's 5-step data analysis process. The major themes were: training and development, enriched job …

Strategies To Improve Business Performance With Information From Social Media, Taylor Chan

Walden Dissertations and Doctoral Studies

In the past 3 decades, China has experienced rapid economic growth. The China retail market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using traditional ways that developed before the Internet era to acquire information regarding customers' changing preferences for products and services in a fast-moving business world is insufficient to support management in the retail industry to make informed strategic decisions. The purpose of this multiple case study was to explore successful customer-centric strategies that business leaders used to improve business performance with marketing information acquired from social media. The population comprised business leaders from …

Digital Fundraising Strategies For Nonprofit Marketing Leaders In International Markets, John Basco

Walden Dissertations and Doctoral Studies

Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing …

Strategies To Cultivate Sustainable Open Innovation Culture In High-Tech Organizations, Eyal Banai

Walden Dissertations and Doctoral Studies

Business leaders must adopt new business practices to sustain their organizations and meet the paradigm of global competition. In the 21st century, innovation and market readiness have become the primary criteria for sustainability of an organization. Some organizational leaders should adopt open innovation strategy to stay competitive and foster a positive impact on their organizations' performance while practicing a systematic inclusion of knowledge from sources outside of the organization. The purpose of this multiple case study was to explore effective strategies business leaders use to cultivate a sustainable open innovation culture. The population consisted of leaders from 200 high technology …

Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan

Walden Dissertations and Doctoral Studies

Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies …

Branding Strategies Of Service Small And Medium-Sized Enterprise Owners, Mohammed Aslamuddin Siddiquie

Walden Dissertations and Doctoral Studies

Most enterprises in the United Arab Emirates are small and medium-sized enterprises (SMEs); some owners of these enterprises lack the knowledge of branding strategies to succeed financially. The purpose of this multiple case study was to explore branding strategies used by owners of some successful service SMEs. Krake's funnel model for the role of brand management in SMEs was the conceptual framework used in the study. Data were collected from semistructured interviews with a purposeful sample of 6 owners of medium-sized service enterprises who used branding strategies to improve the financial performance of their companies, and a review of company …

Marketing Strategies To Improve Online Sales, Paul Barrie Targett

Walden Dissertations and Doctoral Studies

Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face …

Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter

Walden Dissertations and Doctoral Studies

Colleges and universities in the United States could end operations in record numbers largely from financial shortfalls. The Urban Institute reported that nonprofit organizations lost $3.4 billion in reneged pledges from 2013 to 2014 from donor dissatisfaction, creating a problem because financial losses can occur from a lack of understanding on how media marketing efforts affect fundraising. The purpose of this qualitative multiple case study was to identify traditional and social media marketing strategies that some nonprofit college and university leaders use to increase alumni financial support. Interviews took place with 7 college or university leaders at 3 private, nonprofit …

Strategies For Low Employee Turnover In The Hotel Industry, Odetha Antonnett Davis

Walden Dissertations and Doctoral Studies

Employee turnover affects the profitability, performance, and customer service of an organization. The purpose of this multiple case study was to explore strategies that leaders in the hotel industry used to maintain a low rate of employee turnover. Motivation-hygiene theory was the conceptual framework for the study. The study population included 9 hotel leaders from 2 international hotels operating in Jamaica. Methodological triangulation involved the comparison of data from observation of hotel facilities and leaders' interactions with employees, review of company documents, and semistructured interviews. Data were analyzed into emerging themes using a Gadamerian hermeneutics framework of interpretation. Four major …