Advertising and Promotion Management Commons^™

Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich

Walden Dissertations and Doctoral Studies

The fastest growing segment of business development in the United States comes from small business start-ups, with 42% of these businesses being women owned. Women-owned businesses are annually 25% less profitable when compared to the average small business in the United States. Based on the theory of planned behavior, the purpose of this single exploratory case study was to investigate how women small business owners and their employees use financial strategies to increase the profitability of their businesses. Data came from semistructured interviews with 1 woman business owner and 5 business consultants who work for the women-owned small business. The …

Marketing Strategies To Increase Profits From Retailing Fair Trade Coffee, Emily Christine Knowles

Walden Dissertations and Doctoral Studies

Low consumer loyalty threatens the sustainability of the fair trade (FT) coffee market and corporate social responsibility investment. To provide business owners with strategies and decision-making processes to market FT coffee products successfully in the United States, this phenomenological study explored the lived experiences, perceptions, and insights of 20 FT coffee marketing managers. Planned behavior theory served as the conceptual framework. Face-to-face or Skype interviews were conducted with each of the 20 purposefully sampled FT coffee marketing managers. The data from these interviews were analyzed using Moustakas' modified van Kaam method and qualitative analytic software to collect, group, reduce, validate, …

Managing Negative Comments Posted On Social Media, Darci Wagner

Walden Dissertations and Doctoral Studies

Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement …

Marketing Strategies Of Mobile Game Application Entrepreneurs, Talaya Waller

Walden Dissertations and Doctoral Studies

Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained …

Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley

Walden Dissertations and Doctoral Studies

Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered …

Aligning Sales Promotion Strategies With Buying Attitudes In A Recession, Paulin Adjagbodjou

Walden Dissertations and Doctoral Studies

Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions, (b) consumer behavioral metrics, (c) price reductions, and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method, preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. …

Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill

Open Access Theses & Dissertations

ABSTRACT

Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …

Acknowledgements/Image Credits, Molly Lynde-Recchia

Transference

No abstract provided.

Penn State Football: An Analysis Of Crisis Communication Best Practices And How Psu Overcame The Ultimate Pr Crisis, Meaghan Grace Lane

Renée Crown University Honors Thesis Projects - All

This thesis paper is an analysis of the crisis communication response to the 2011 Pennsylvania State University child sex abuse scandal. The reputation of this iconic university and its football program was changed forever by this horrific event, which involved years of administrative cover-ups of the sexual assault of children by an assistant football coach. However, despite widespread public backlash, administrative upheaval and heavy NCAA sanctions in the months after the scandal broke, Penn State has since made major strides in image improvement.

This project delves into what defines best crisis communication practices, using Penn State as a case study. …

Let Them Make Art: Why Unified Arts Festivals Are Beneficial For Independent Artists, Anton Gress

Student Scholar Symposium Abstracts and Posters

Artistic disciplines typically have two markets: corporate, and independent (mainstream and underground, if you will). The corporate market accounts for a small fraction of all artists and reaches the largest audience, while the independent market accounts for the vast majority of working artists, yet remains niche. The issue is marketing. Even the most successful independent artists cannot match the selling power of large companies. This project seeks to illustrate the potential of unified arts festivals to facilitate greater audience exposure for independent artists, and how this may benefit the artistic community.

The arts communities at Chapman University have a similar …

Maximizing Sharability And Persuasiveness On Web 2.0, Yuhua (Jake) Liang, Christina Lopez, Tim Seavey, Shelby Stanton

Student Scholar Symposium Abstracts and Posters

Online marketing efforts usually focus on the persuasiveness or sharability of a message. However, research has not established where these two concepts overlap. The current study explores this overlap. Web 2.0 platforms facilitate the delivery of different content and statistics to convey the persuasiveness and the sharability. An original experiment varied message quality (high argument strength, direct message, and emotional message) and web cues (i.e., ratio of views, likes, and shares) to signal self-presentation (favorable and unfavorable). Prospective participants will view mock webpages for internet news and donation collection, followed by measures of the content persuasiveness and sharability.

The Objectification Of Professional Female Athletes In Print Advertisements And The Consumers' Response, Angela L. Wallin

Sport Management Undergraduate

Abstract

As female athletes gain more recognition in the sports world, researchers continuously debate on whether the reason behind this is due to their athletic performance or their hyper sexualized appearance in media outlets such as print advertisements (Fink, Cunningham, & Kensicki, 2004). This raises the question on how consumers interpret advertisements that contain female athletes promoting both sport and non-sport products. Since this research is the first examine how consumers view and react to the use of professional female athletes in advertisements, this research further develops the literature of women’s role in both the advertising and sport world. Both …

Leveraging Market-Based Assets To De-Risk The Firm's Operations, Rajendra Kumar Srivastava

Asian Management Insights

In times of uncertainty and volatility,the active management of marketbasedassets, such as brands andchannel relationships, take on a newsignificance in managing risk.

Salvaging Print: Letterhead In Post-Industrial Urban America, Nancy Sharon Collins

The Mid-America Print Council Conference

This panel will explore the link between today’s small press movement and the formal aspects of commercial printing during the American 20th century. Panelists include Christine Medley , Philip Gattuso, and Nancy Bernardo.

Using as its primary example letterhead from defunct companies in Detroit, and secondarily, specimens of business and legal letterhead from other urban centers of the industrial United States, this panel will examine and discuss: What did letterhead represent to 20th century printers in local markets such as Detroit? What is the significance of printed letterhead, and stationery, to the art of small press printing in post-industrial cities …

Branding Your Company, Singapore Management University

Perspectives@SMU

You need to understand what your brand stands for before building it

Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady

Research Collection Lee Kong Chian School Of Business

Although the conditions that motivate individuals to buy, sell, search, and post on the Internet are diverse, the information generated as a byproduct of these activities has the potential to help marketers develop a better understanding of consumer and firm behavior. In this paper, we utilize online product search data to build a model that links sales to marketing mix activity. The objectives of this research are threefold: first, to incorporate secondary data collected from online sources into a model of demand, thus improving our ability to forecast sales; second, to develop a better understanding of the role of marketing …

The Relationship Between Social Media Use And Consumer Brand Engagement, Joshua Stein

Journal of Undergraduate Research at Minnesota State University, Mankato

The use of social media by businesses as a communication tool has grown rapidly in recent years. Despite this rapid adoption, little is known about the use of social media among consumers and its effect on brand behavior. This research study aims to fill this gap by investigating the relationship between social media use and consumer brand engagement. To conduct this research, an on-line survey was administered through Survey Monkey to 60 undergraduates ranging in age from 18-24 through a snowball method. Survey questions included: extent of social media use, willingness to engage with brands, views on online vs. offline …

Finding Answers In Digital Media Research, Singapore Management University

Perspectives@SMU

It is a different ball game altogether when measuring the effectiveness of an online advertisement than that of print and broadcast

Accessibility Of Tourism Websites: Attitudes And Behaviors, Filza Armadita

UNLV Theses, Dissertations, Professional Papers, and Capstones

While developed countries continue to shape an industry that has somehow become an integral part of the society, it only seems fair that the industry should provide equal access for every member of the society, recouping members of the market that is excluded without notice. The basic tier of service in the web interface is to provide information, before any booking systems and online purchasing (Siegel, 1997). In the travel industry, this basic tier is achieved in many different travel businesses, but consistently in destination marketing websites that solely promotes a tourism destination through delivering information about the specific location. …

A Call For Truth In The Fashion Pages: What Global Trend In Advertising Regulation Means For U.S. Beauty And Fashion Advertisers, Ashley O'Neil

Indiana Journal of Global Legal Studies

The advertising industry serves an important purpose in our society by acting as the main source of information for consumers about products. Global advertisement spending reaches into the hundreds of billions of dollars annually. Because advertising plays such a large role in the economy, regulators across the globe have increasingly sought to promote truth in advertising. As a result, advertising regulation has exploded in the recent decades. Recently, the beauty and fashion industries have come under fire from advertising regulatory bodies, most notably in Europe, for misleading and offensive advertising practices. Regulators and interest groups are concerned by the unrealistic …