Advertising and Promotion Management Commons^™

Sign- It's For Ksyou!, Amy Thompson

Library Marketing Materials

Sign template for "It's For KSYou!" marketing campaign for Horace W. Sturgis Library.

Read Poster - Scrappy The Owl, Adam Olsen, Amy Thompson

Library Marketing Materials

READ Poster, featuring KSU mascot Scrappy the Owl.

Book: The Book of North American Owls, by Helen Roney Sattler and Jean Zallinger. New York: Clarion Books, 1995.

The Process Of Social Media Migration Among Young Professionals: A Grounded Theory, Maria Hermosa, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

The purpose of this study was to develop a theory that explains the process of social media migration among young professionals. The theoretical propositions that emerged from this qualitative study explain how different causal, intervening, and contextual conditions interact with and affect the phenomenon of social media migration. Internal and external pressures have an effect on young professionals’ decision to join new social media sites while abandoning others. Intervening and contextual conditions provide specific circumstances in which social media migration might occur. Integrating useful and organizational features to ease the use of social networks were important strategies in the process …

Does Social Media Affect Consumer Decision-Making?, Patarawadee Sema

MBA Student Scholarship

Does social media affect consumer decision-making? Social media becomes an important communication tool that people use to connect to other people or organization. People use social media to share their experiences, reviews, information, advice, warnings, tips and/or any kind of issues that are interesting to their “connection” or friends. That information is a helpful source, which may influence consumer’s decision-making. Most of studies showed that people use information on social media as the guideline for their future purchase or planning their future trip. Also, social media is used as an advertising for the marketer. Marketers take this advantage and create …

Assessing Oregon Wineries' Facebook And Website Content, Katherine Byers, Katelyn Henson, Ashley Streich, Shelby Vandebergh

2013 Projects

The Keck Summer Collaborative Research Program provides opportunities for Linfield College students and faculty to conduct research on issues related to the Pacific Northwest, and to bring the research findings back into the classroom within the subsequent academic year. Students partner with faculty to conduct research and present their work to other students, Linfield staff and faculty, and community members during a series of brown bag lunches. Kathie Byers, Katelyn Henson, Ashley Streich, and Shelby VandeBergh conducted research with Sharon Wagner and Lisa Weidman and gave this presentation during the summer of 2013.

When The Brands Fail, Singapore Management University

Perspectives@SMU

Good branding can help companies, but it can inflict serious damage when things go wrong

Cameo: A Middleware For Mobile Advertisement Delivery, Azeem J. Khan, Kasthuri Jayarajah, Dongsu Han, Archan Misra, Rajesh Krishna Balan, Srinivasan Seshan

Research Collection School Of Computing and Information Systems

Advertisements are the de-facto currency of the Internet with many popular applications (e.g. Angry Birds) and online services (e.g., YouTube) relying on advertisement generated revenue. However, the current economic models and mechanisms for mobile advertising are fundamentally not sustainable and far from ideal. In particular, as we show, applications which use mobile advertising are capable of using significant amounts of a mobile users' critical resources without being controlled or held accountable. This paper seeks to redress this situation by enabling advertisement supported applications to become significantly more "user-friendly". To this end, we present the design and implementation of CAMEO, a …

Shreddz A Clothing Brand: Creating A Marketing Plan Through Social Media And Traditional Marketing Research, Hannah Endres

Journalism

The following research is dedicated to working with the clothing brand Shreddz to analyze marketing data and create a marketing strategy. Using scholarly findings as a literature source this campaign will help develop a direction to relaunch the Shreddz brand. Analyzing the diffusion theory will determine how people process and accept new information. Different forms of marketing including branding, social media and guerilla marketing will be used in trial form to gather data to present to the clothing company. The effectiveness of each trial will be measured in order to supply Shreddz with a new strategy. All of the trials …

Coke’S Secret Ingredient: The Power Of Storytelling, Singapore Management University

Perspectives@SMU

Coca-Cola was a product developed during the manufacturing era of the second industrial revolution. In its 120-year history, the world has changed. How does Coca-Cola compete and stay relevant in the 21st century with technology brands like Google and Facebook dominating people’s attention? According to Leonardo O’Grady, Director ASEAN Integrated Marketing & Communications, Coca-Cola Asia Pacific, the key to success is engaging the market with great story-telling.

Healthy Monday: A Mobile Web Application, Megan E. Snyder

Renée Crown University Honors Thesis Projects - All

For my capstone project I created a mobile web application to help promote the Healthy Monday initiative. This is a program on campus that is run by the Learner Center for Public Health Promotion that encourages student and people in the community to start the week with healthy lifestyle choices. Healthy Monday’s website states: “Healthy Monday is a national initiative to help end chronic preventable diseases by offering weekly prompts and programs to support people and participating organizations in starting and sustaining healthy behaviors. Healthy Monday is a public health initative founded in 2005 in association with the Johns Hopkins …

Wired Women: Understanding And Reaching The 18-24 Year Old Women Of Today, Jessica David

Renée Crown University Honors Thesis Projects - All

Wired Women represent a segment of the larger millennial generation that has not previously been looked at as a singular target. Previous generational spans of 15-20 have until now successfully identified people of similar tastes, behavior and experience. The increased rate of technological discovery and innovation that has taken place over the past 25 years has caused a generational divide within millennials. It is necessary that this group of 18-24 year old women be examined separately from older millennial women as well as their same-aged male cohorts.

18-24 year old women represent an opportunity for advertisers to reach a group …

The Heteronormative Objectification Of Women In The Disney Princess Films: A Study Of Brand Advertising And Parents’ Perceptions, Melanie Greenblatt

Renée Crown University Honors Thesis Projects - All

Although the Disney Princess franchise portrays its ten princess movies as tales of “happily ever after,” they are filled with negative stereotypes of all kinds; this study in particular focuses on those addressed towards females. Each of these princesses lives in a patriarchal society and her sole desire is to find a man who guides her to happiness. The Princess brand has immense popularity even with these unconstructive stigmatizations of women. This study explores these movies while investigating, through qualitative research, the potency of these stereotypes and whether the parents of the target audience (defined by Disney as ages three …

The Perfect Balance: Combining Global And Local Strategies For Effective International Public Relations, Anne Frances Krengel

Renée Crown University Honors Thesis Projects - All

This paper discusses the benefits of using a combination of global and local public relations tactics to optimize global marketing activities and reach target publics. It also compares various cultures and public relations practices around the world, and offers examples of international public relations campaigns that have successfully reached their target markets by incorporating global strategies with cultural twists that are specifically tailored to local communities. In today’s progressively more globalized world, where people are connecting more quickly than ever before, it is vital that organizations know how to communicate correctly. While many theorists prefer either global strategies or local …

Israel’S Travel And Tourism Public Relations, Jillian Marom

Renée Crown University Honors Thesis Projects - All

Israel’s geopolitical location and conflict with its surrounding neighbors has resulted in constant negative media coverage and poor public perception of the country. As a result of the ongoing turmoil and biased media reports, the country’s tourism industry has failed to live up to its dreams and expectations. In an attempt to fully understand Israel’s travel and tourism industry, the researcher wrote a case study analysis that analyzes Israel’s PR efforts and media campaigns that are created to brand the country and change its negative image in the media. Through online research, news articles, scholarly journals and in-person interviews, the …

Major League Soccer Case Study An Examination Into The Future Of The League, Matt Samost

Renée Crown University Honors Thesis Projects - All

Major League Soccer has grown tremendously since its inception in 1996. The league, however, still is a work in progress. The overarching question of this case study deals with an examination into the future of the league. Will it continue to be a niche sport on the American sports landscape or will it challenge the big four leagues in the years to come? Broken into five subtopics, the case study looks to address this question by examining the league through multiple lenses in order to be able to take both an in-depth and wide look at the current condition of …

A Changing Dynamic: The Business-To-Individual Relationship, Robert Bloomberg

Renée Crown University Honors Thesis Projects - All

As the Digital Revolution sweeps the world over, modern marketing strategies have had to adapt and change. Power has shifted from brands into the hands of consumers. This paper explores how this relationship is changing, and offers a glimpse of how this new relationship manifests itself in two forms of digital marketing strategy: the digitization of the in-store experience and the gamification of the modern day loyalty program. These strategies are intended to enhance the consumer experience and ensure that any interaction they have with the brand is a fulfilling one. This paper also discusses how digital technology has broken …

Gender, Politics, And The Media: An Analysis Of Media Coverage During The 2008 Democratic Presidential Nomination, Janelle Bridson

Renée Crown University Honors Thesis Projects - All

This thesis examines media coverage of female politicians. Through conducting background research, a personal interview with a nationally acclaimed political strategist, and a content analysis of 640 online articles published by The New York Times, the thesis presents a thorough review of media coverage. Results revealed that the media did not provide a consistent standard of coverage between Hillary Clinton and Barack Obama during the 2008 Democratic Presidential Nomination. The New York Times depicted Obama in a more favorable light than Hillary Clinton. Additionally, Clinton was significantly more likely to be described in terms of her family life, physical appearance …

Clearview Church: An Online Brand Management Model For Nonprofits, Lindsey Nicole Colegrove

Renée Crown University Honors Thesis Projects - All

This project aims to provide specific recommendations to ClearView Church, and by extension nonprofits in similar situations, on how to strengthen their online presence. The recommendations are formed through in depth research into ClearView’s resources, goals and requirements as well as calling upon my expertise and experience in the technical and communications sides of the nonprofit field.

Through multiple interviews with church staff and members, I determined an overarching goal of sharing the warm, welcoming personality of the church with young families in the surrounding community. However, this goal was not guiding their online outreach efforts and therefore needed to …

The Significance Of Color In Food Marketing, Faith Elizabeth Zaki

Renée Crown University Honors Thesis Projects - All

The effect of color on the perception and expectation of flavor and taste was researched. Psychological and scientific studies were used to demonstrate the benefits of using the right colors in advertising and marketing. Color, in these studies, was proven to affect consumers’ behavior when purchasing food. Color is interpreted by different genders, races, and ages were also studied. Color is a significant marketing tool that can help attract the right target markets. Also, examples of how color has help and hindered marketing campaigns in the past were examined.

Nebraska Department Of Agriculture Beginning Farmer Program And Farm Mediation Program, Alphadog Inc., Ashley Schlake, Michelle Pineda, Emily Younger, Gabriel Sanchez, Margaret Weber, Erica Graves, Kylie Friedrich

College of Journalism and Mass Communications: Student Advertising Projects

With approximately 46,800 farms covering 92% of the land, Nebraska is one of the nation’s key agricultural states (NDA, February 2013). The Nebraska Department of Agriculture (NDA) created programs, such as the Beginning Farmer Program and the Farm Mediation Program, to assist with the farming and ranching process. Recently, there has been a decrease in program participants. With appropriate advertising and public relations, we will increase the number of applications for the Beginning Farmer Program and the number of clinic participants for the Farm Mediation Program.

Through primary research, we determined the target market includes current and upcoming Nebraska farmers …