Advertising and Promotion Management Commons^™

Marketing Campaign For Pope County Habitat For Humanity, Hailey Addison

ATU Research Symposium

Habitat for Humanity is a non-profit organization that assists families by building them homes. Habitat raises funds, interviews families in need and chooses a candidate, builds a home, and then gives the house to the family. What sets this organization however, is that they give a “hand up, not a hand out”. Instead of just giving them a house, they require the family to help build it. Also, the family is expected to pay an affordable mortgage back to Habitat. This philosophy promotes a sense of ownership in these new homeowners, and hopefully that will encourage them to take good …

More Than Just A Game? The Impact Of Athletic Team Performances Of Advertisement Appeal, Matthew Cook

Honors Projects in Marketing

The goal of this study was to determine the effects that an athletic team's performance may have on the ways in which their fans view advertisements. Conducted using a 2 (game: basketball vs. baseball) x 2 (outcome: win vs. loss) x 2 (score: blowout vs. close game) experimental study created within Qualtrics, we set out to determine how the type of game, outcome, and score may all affect advertisement appeal. Using clips from a Celtics vs Lakers game as well as a Red Sox vs Yankees game, we created short video clips that were designed to replicate the experience of …

Marriott Short-Term Rentals For Digital Nomads - A Campaign Aimed At Advertising Marriott Homes To Nomads And Remote Workers, Guethshina Valexia Altena

Global Strategic Communications Student Work

Marriott International is one of the most renowned travel companies in the world. They consider themselves a travel program with hotel brands and experiences. In 2020, at the height of the pandemic, Marriott suffered a great loss of revenue similar to other companies in the hospitality industry. Fortunately, the pandemic also brought along some changes to the American way of life and opportunities for people to travel and work remotely. The number of people who reported being digital nomads nearly doubled in the United States from 2018 to 2021, one year after the pandemic (Patterson, 2022). This new demographic of …

Why Industry Professionals Should Care About Fandom, Abigail Minzer

Student Publications

A fandom is a community of people who share a common interest and interact with each other on the basis of that common interest. When a fandom comes together on the basis of a creative work, it allows a mutually beneficial relationship to form in which the fandom will eagerly consume existing content, allowing new content to be produced for their consumption. Thus, professionals in industries such as publishing, theater, and television and film should be aware of the integral role fandoms play in the consumption of their content and how to nurture fandoms through the means discussed in this …

The Effect Of Psychological Distance On Online Advertising: A Case Study Of Video Enrollment Advertisement Of Colleges, Xian He

Dissertations and Theses Collection (Open Access)

Advertising for enrolment through the Internet has become an important means of enrolment promotion in Chinese universities. However, there is currently no clear research conclusion on how to conduct effective advertising, especially on the selection of factors such as promotion time, promotion platform, and promotion targets. Based on the construal level theory, this study investigated the effects of different types of college enrolment advertising on different new media platforms, using different dimensions of psychological distance corresponding to factors such as promotional time and promotional area. The empirical results show that different advertising types do have significant effect differences on different …

Analysis Of Collegiate Athlete Social Media Engagement On Instagram, Noelle Magann

Association of Marketing Theory and Practice Proceedings 2023

Since its founding in 2010, Instagram has developed into one of the world's largest social media platforms. In 2022, $33.3 billion was spent on instagram advertising by companies, firms, etc. Additionally, almost $5 billion was spent on Influencer marketing in 2022, a 27.8% increase from 2021 and a 34.7% increase from 2019. These statistics show the vast importance influencers have on marketing in today's business world and society as a whole. For this project, I looked into the engagement rates of SunBelt Football athletes. I used at least 2 athletes from each university that had over 1,000 followers on instagram, …

The Relative Importance Of Appearance And Language In Consumers’ Evaluations Of Multicultural Models In Television Commercials, Neleen S. Leslie-Piper

Association of Marketing Theory and Practice Proceedings 2023

ABSTRACT

This study aims to expand the literature on source effects by examining the relative importance of appearance and language in consumers’ evaluations of multicultural models in televisions commercials. Specifically, using accommodation theory as a framework, the study explores how multicultural models affect customers’ perceptions of the source’s credibility, attractiveness as well as overall attitudes toward the commercial, the brand and intent to purchase.

Bridging The Gap Between Skidmore Students And Local Businesses, Charlotte Benson

Self-Determined Majors Final Projects

Skidmore students are an underutilized customer base for small businesses in Saratoga Springs. The purpose of this thesis is to analyze the purchasing behaviors of Skidmore students in order to determine how local small businesses can better attract them as customers. Current Skidmore students were surveyed and interviewed to ascertain overarching patterns in their purchasing habits. Results show that word of mouth and social media are influential at Skidmore, but are underutilized by local businesses. Findings also suggest that purchasing habits are largely formed during students’ first year at Skidmore. Finally, interview and survey results indicate that Skidmore students most …

Examining The Effectiveness Of Marketing Practices Of A Nonprofit Institution Of Higher Education: Internal Service Provider, Doreen E. Sams, Mary Kay Rickard, Kendra K. Evans

Atlantic Marketing Journal

Abstract - Quality education is the sum of Institutions of Higher Education’s (IHE) parts, including classroom instruction and internal services, that are key to a student’s success during and after college. The purpose of this study is to address an understudied sector in the nonprofit marketing literature (i.e., Institutions of Higher Education internal service providers). The current study extends Dakouan et al. (2019) work by examining the marketing efforts of an IHE’s career services center’s effectiveness in creating awareness and increasing attendance at career events. The study focuses on outbound marketing strategies addressing the research question “to what extent are …

An Empirical Study Of The Impact Of Perceived And Experienced Factors On Purchase Intention For Foreign Natural Cosmetics, Raymond Liu, Leon Zurawicki, Jurui Zhang

Atlantic Marketing Journal

There is a growing attention to the “natural” products in personal care and other areas of fashion consumption. Considering the present inflationary economic environment, the study of American consumers’ attitude toward foreign natural cosmetics and important factors determining the purchasing intent of foreign natural cosmetics imported from Asia (Taiwan in this study) with high quality but low price is timely. Based on literature on Purchase Intention and the Theory of Planned Behavior, we proposed a model and a set of hypotheses to uncover the relationship between purchase intent and the determining factors. Our hypotheses are confirmed following a nationwide survey …

Great Expectations: Consumer-Brand Relationships And Their Influence On The Organizational Outcomes Of Brand Transgressions, Sabrina Viscomi

Atlantic Marketing Journal

The business landscape has shifted from simply delivering quality products and services to creating shared value. It does this by fulfilling consumers’ deeper needs and meeting their increasingly high expectations. Brand transgressions inhibit organizations’ ability to meet consumers’ demands, complicating the consumer-brand relationship. As a result, brands are often unprepared to deal with the consequences of transgressions, which can be costly. The purpose of this research is to explore the influence of prior consumer-brand relationships on the organizational outcomes of brand transgressions through the lens of social contract theory. This systematic review synthesizes 39 articles to derive five analytical themes: …

An Investigation Of The Association Between Tourist Pre-Trip Planning Time And Length Of Trip, Lodging Choice, Tourist Psychographics And Demographics: An Application Of Correspondence Analysis And Cramér’S V Effect Size, James E. Stoddard, George D. Shows

Atlantic Marketing Journal

When performing survey research it is normal to collect descriptive information such as income, gender, highest education attainment, and others. This information is used to categorize the collected research responses into groups. This nominal or ordinal data may also be used to find patterns in the collected data and suggest relationships. As an exploratory research method, it can suggest future research possibilities to confirm these relationships. This paper introduces the use of Correspondence Analysis (CA) as a research technique to suggest possible relationships using nominal or ordinal data, using collected research from a survey performed to measure tourist preferences in …

Images In Service Marketing: Does Presentation Style Matter?, Can Trinh

Atlantic Marketing Journal

This research presents a pioneering attempt to examine whether the use of abstract images would be more effective than the use of concrete images in the case of service marketing. Based on construal level theory, we hypothesize that relative to the use of concrete images, the use of abstract images in service marketing will better match the intangible nature of services and will thus increase communication effectiveness. Two studies in this research provide evidence to support these propositions by showing that relative to the use of concrete images, the use of abstract images can enhance ad visuals, which in turn …

Happy Campers Or Unhappy Prisoners: How Materialism Punishes Us In Lockdown Times, Banwari Mittal

Atlantic Marketing Journal

COVID-19 and the resulting lockdowns created an unprecedented upheaval in consumers’ daily lives and lifestyles. The purpose of this research was to understand the psychological experience of life under lockdowns and the role of individual difference variables in that experience. Using survey data from U.S. consumers, the research identified two opposite feelings, coexisting: happy camper feeling or unhappy prisoner feeling. Younger, lower income, and less educated consumers felt more like prisoners than campers. Ability to maintain life as usual, and positive pre-pandemic life conditions (health, social network, and job satisfaction) led to happy camper feelings. In contrast, pre-pandemic materialism led …

The Impact Of Insult Ad Reads On Podcast Listeners, Jason L. Snyder, Mark D. Cistulli

Atlantic Marketing Journal

Audio podcasts have grown in popularity. Forty-six million Americans tune into an average of six podcasts each week (Nielson, 2020) and ad revenues are projected to top $4 billion by 2024 (IAB, 2022). To enhance the appeal of ads, many podcasters use humor in their ad reads. Although humor can be effective (Weinberger & Gulas, 1992) and reinforce the parasocial relationship between podcaster and audience, are there times when that humor has negative consequences? In this study, we are concerned primarily with the use of insult advertising in which the podcaster uses humor that targes the brand/product being endorsed. Participants …

Tracking The Donor Dollar: A Critical Examination Of Ngo Impact, Joshua Werth

Senior Honors Theses

Non-governmental organizations (NGOs) comprise the backbone of civilization. Whether intended or not, governments fail to improve social situations, financial standings, and spirituality comprehensively. NGOs attempt to cover these areas. From Angola to Zambia, countless NGOs exist around the world; however, many fail due to a misplaced focus internally on the annual donations received rather than externally on the disenfranchised. Additionally, even if NGOs manage to stay afloat, they will need help procuring funds and then distributing those resources with the most effective impact for the impoverished. The honors thesis proposed will attempt to determine more effective impact measurements for NGOs, …

Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An

Association of Marketing Theory and Practice Proceedings 2023

This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …

El Vínculo Entre La Literatura Y La Buena Publicidad En Varios Anuncios Del Mundo Hispanohablante (2017 - 2022), Carter Kane

World Languages and Cultures Student Papers and Posters

El anunciante más conocido en todo el país de España, cuyo nombre es Luis Bassat, es el fundador de la agencia más prestigiosa Ogilvy España. Bassat escribió el Libro Rojo de la Publicidad, una guía de la disciplina publicitaria que resume todo de lo que Bassat ha aprendido a través de su carrera distinguida de más de 47 años. Asimismo de muchos otros temas, este libro denota 10 consejos a los anunciantes del día actual para mantener la buena publicidad. Este ensayo va a utilizar esos consejos como una rúbrica para examinar el uso de la literatura en la creación …

Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz

Journal of Applied Sport Management

Waste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to …

Social Media: Enabling Touchpoints Beyond Advertising, Kapil R. Tuli, Sheetal Bhardwaj

Asian Management Insights

An effective customer service platform and a strategic communication channel.