Advertising and Promotion Management Commons^™

Make Up For Lost Time And Money: Using The Lanham Act To Regulate The Cosmetic Industry, Maria Monastra

William & Mary Business Law Review

In recent years, the cosmetic industry has experienced an increase in litigation brought on by consumers in their efforts to protect themselves from cosmetics that are either unsafe or falsely advertised. The Supreme Court of the United States’ discussion in POM Wonderful v. Coca-Cola Co. of the Lanham Act, the United States’ principal false advertising statute, clarified the breadth and depth of allowable lawsuits brought under the statute in matters which also concern the Food, Drug, & Cosmetic Act (FDCA). The case centered on a detailed discussion of the issue of federal preemption. Although the decision directly involved only the …

Queer Repurposed Artifacts: The State Of New York City’S Contemporary West Village Bars, Stephanie Debiase

Dissertations, Theses, and Capstone Projects

In recent years, there has been a shift in queer bar culture in New York City’s West Village, and this thesis aims to explore what these changes are and why they are happening now. How do West Village bars survive when queer populations are forced out? While there are various ways to consider how and what survives in the Village, three variables will be addressed: queer history, or the history queer-identified groups using activism, safety measures, or collaborating with outside sources to secure their rights and overall wellbeing; (post)gentrification, beginning with the 90s when mainstream LGBT groups teamed up with …

Project Based Learning Syllabus - Csusb Art Department Brand Identity Re-Design, Andrew Oakes

Q2S Enhancing Pedagogy

In this course and over the entire quarter you will be involved in a group project, which explores and aims to solve a real design and communication problem. As times have changed and the face of art and design has changed so has our perception of what art and design are, as well (and most importantly to you, “where do I fit in, and what skill sets will I need to be successful in this new creative workforce?) Three new studies show that the skills wanted by employers in the design related fields involve not only the hard skills like …

Stonehill Alumni Magazine Winter/Spring 2018, Stonehill College Office Of Communications And Media Relations

Stonehill Alumni Magazine

This issue of the magazine includes the following features:

• Who But Leo Meehan? From early on, Leo J. Meehan ’75 had his sights set on sales, but he didn’t expect what would happen when he took a job with a “tiny” ofce supply company after he graduated. BY TRACEY PALMER
• The Unexpected Path Sometimes it’s the detours that make all the diference. Read fve stories of alumni who veered from a straight line to achieve personal fulfllment. BY MAURA KING SCULLY
• Design is Everywhere From cereal boxes to billboards to an app on your phone, design is all around. Our …

Moderating Factors On The Impact Of B Corporation Certification On Purchasing Intention, Willingness To Pay A Price Premium And Consumer Trust, Albena Ivanova, Jill Maher, Gayle Marco, Melissa Reinbold

Atlantic Marketing Journal

This study determines the impact of B Corp certification on consumers’ attitudes, consumers’ purchasing intention, and consumers’ willingness to pay price premium and investigates the moderating effect of demographics and psychographics on these relationships. A convenient sample of 133 Americans participated. Respondents were exposed to pictures of a product with and without the B Corp logo and meaning. Repeated measures on a single sample research method is applied. Findings indicate a significant overall effect of the certification with description on purchase intentions, willingness to pay a price premium and trust. Additionally, there is a significant moderating effect of consumer demographics …

Communication And Engagement Strategies For Promoting Division Iii College Sports: An Exploratory Study, Lisa D. Spiller, Dae-Hee Kim, Matt Hettche

Atlantic Marketing Journal

College sports programs are embracing promotional activities that aim to create spectators and fans for live-action events. Whereas relationship marketing and fan engagement tactics are a mainstay of professional sports organizations, their inclusion within college sports programs is not ubiquitous. This study explores the promotional strategies for college sports, surveys the sports marketing literature, and presents findings from a spectator/fan questionnaire (n = 600) conducted with full-time enrolled students for a Division III college sports team. The twofold purpose of the questionnaire was to investigate what motivates student-spectators to attend men’s college basketball games and how to increase the level …

In League? Destination Marketing Organisations And Football Clubs In The Virtual Space, Gerard Dunne, David Proctor, Sheila Flanagan

Articles

Logic dictates that Destination Marketing Organisations (DMOs), while representing many stakeholders, should leverage a location’s most visible assets to enhance the attractiveness of the destination at any given opportunity. This study examines the manner and extent to which four major European football franchises are mentioned and promoted on the official digital marketing platforms of their respective cities; Amsterdam, Barcelona, Manchester and Munich. A tailor made content analysis tool is used to conduct a systematic investigation of the virtual platforms over which the DMOs of these cities exert a modicum of control. The content of these platforms is scrutinised from three …

Cross-Culture Product Hybridization In Pre-Communist China (1912-1949), Qiang Yan, Michael R. Hyman

Global Business Leadership Faculty Publications

Studies on cross-culture marketing often focus on either localization or globalization strategies. Based on data from pre-communist China (1912-1949),product hybridization—defined as a process or strategy that generates symbols, designs, behaviors, and cultural identities that blend local and global elements—emerges as a popular intermediate strategy worthy of further inquiry. After examining the mechanisms and processes underlying this strategy, a schema for classifying product hybridization strategies is developed and illustrated.

The Influence Of Price, Status Consumption And Reference Groups On Consumer Attitude To Purchase Counterfeit Sport Products In Uae, Hamza Salim Khraim

Irish Business Journal

The purpose of this study is to explore factors that influence the consumers' attitude to purchase counterfeit sports products in the UAE. We will examine the influence of price, status consumption and reference groups on consumers’ attitudes to purchase counterfeited sport products in the UAE. A sample of 235 respondents was collected for the study, which was carried out in two famous sports retailers GO Sports and Rebook in the UAE. The collected data were analyzed using SPSS. Different analytical tools have been used including, descriptive statistics, and multiple regression. Results show that price and reference groups have a positive …

Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan

Business Faculty Articles and Research

In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …

Marketing Practices Of Socially Responsible And Sustainable Businesses, Brooke A. Bivins

Honors Undergraduate Theses

The topic of this research is marketing practices of socially responsible and sustainable businesses. It examines the strategies companies and brands use to represent themselves to the public through products, advertising, and philanthropy. This includes an evaluation of existing frameworks and case studies, as well as in-depth interviews. The question that this research will answer is as follows: How can new or existing companies embrace and integrate social responsibility or sustainability in a way that is authentic and contributes to a positive public reputation?

Younger generations are increasingly willing to switch to and, in some cases, pay more for products …

Customer Relationship Management In The E-Retailing Environment, Nikki R. Hicks

Walden Dissertations and Doctoral Studies

Small business enterprise (SBE) managers often lack resources, expertise, and impact when selling in an online environment. SBEs can overcome increased competition by adopting customer relationship management (CRM) into their business model for survival and longevity. Using the conceptual framework technology, organization, environment (TOE), this multiple case study explored effective marketing strategies that small store retail managers use to successfully sell apparel and accessories in online markets. The study population included leaders from independent small online retail enterprises with brick-and-mortar stores located in the Central, Tri-Cities, or Southside areas in Virginia. The data collection process included semistructured, on-site interviews of …

Strategies For Insurance Agency Managers To Retain Customers And Improve Revenue, Daniel Lee Jackson

Walden Dissertations and Doctoral Studies

The cost of creating new property and casualty insurance accounts is much greater than the costs associated with sustaining current accounts. Property and casualty insurance agency managers lack strategies to retain customers, the retention of whom has been found to improve revenue. The purpose of this qualitative case study was to explore strategies for insurance agency managers to retain customers and improve revenue. The population used for the study was 4 insurance agency managers in the Northeastern United States. The conceptual framework was customer relationship management, which is a technological and organizational mechanism for buffering market instability by understanding customer …

Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards

Walden Dissertations and Doctoral Studies

Content of marketing strategies not only appeals to consumers based on their demographics and identity but consumers can also respond more positively to marketing strategies that target their purchasing behaviors. The purpose of this qualitative multiple case study was to explore how financial advisors at credit unions in Jamaica are using marketing strategies to advance millennial prospects, in an environment where consumers recognize commercial banks as the dominant institution in the financial industry. The conceptual framework for this study was the sustainability theory, with a direct focus on economic sustainability. The data collection process involved semistructured face-to-face-interviews with 5 financial …

Building A Blog/Building A Brand: Public Relations Campaign For "Goodwill Hunting" Fashion Blog, Yanik Gene Flowers

Masters Theses

The ability to consistently and cohesively communicate a brand's identity is the central focus of a public relations campaign. This project chronicled the creative and promotional efforts put forward to effectively communicate the brand of Goodwill Hunting - a fashion blog based on the thrift adventures of a 21-year-old college student. Exploring concepts embedded in branding, authenticity, blogging and social media; this campaign was able to establish and maintain a brand identity for Goodwill Hunting through the intentionality of content creation and promotional activity. Goodwill Hunting's blog site and Instagram account was ran for four months and the efforts of …

Budweiser In The 2017 Super Bowl: Dialectic Values Advocacy And The Rhetorical Stakeholder, Benjamin P. Windholz

Theses and Dissertations--Communication

Organizational-public relations discourse is changing given the advent of social media, and corporate statements are evaluated under different criteria in the digital age. Grounding Budweiser’s response to controversy over their 2017 Super Bowl advertisement in terms of consumer expectations for corporate social responsibility provides a new perspective for approaching Bostdorff and Vibbert’s (1994) conceptualization of values advocacy. This study recognizes the power of the rhetorical stakeholder, a discursively created public, and demands re-evaluation of the values common to society from a co-creational OPR perspective. Conceptualizing dialectic values advocacy outlines the changing values among contemporary, common stakeholders as well as the …

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.

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 …

Women's Perceptions Toward Mobile Advertising, Shona Dolson

Walden Dissertations and Doctoral Studies

The use of technology is changing at a very rapid pace, and companies must strategically design advertising messages for the ever-changing devices and platforms. The general business problem was that business owners have not been able to maximize the profitability of mobile advertising messages directed at women. The specific business problem was that business leaders need strategies to enhance mobile advertising returns by targeting messages that incorporate women's perceptions of mobile advertising. The purpose of this case study was to explore how business leaders can enhance mobile advertising returns by incorporating women's perceptions of mobile advertising into the design of …

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 …